Not long ago, around 2008, financial services and social media marketing were pretty much strangers. Seldom did the promoters of financial brands dip their toes into digital waters. Rarely did they venture beyond tried and true marketing convention. But something extraordinary has happened since then. Against all odds, financial brands and digital marketing have become inseparable friends. The results have been extraordinary.
Among the financial brands venturing into digital space, mainstays such American Express, Visa, and Wells Fargo are mining the most gold from their forays. Case in point is the Small Business Saturday program that AmEx unleashed on Facebook. Thus far, that effort has yielded 3.4 million page likes – with presumably plenty more on the way. Other financial brands are achieving similar results.
Clearly, social media channels are a powerful popularity stimulant for the financial services sector. But as with any other industry, fine-tuning is the key to optimum results. Here are several fine-tuners applicable to social media marketing for financial services.
It’s a Fine Day for Posting
While the rest of the world kicks up its heels, financial services should be posting like mad on Friday. This is your biggest engagement day, with likes, shares, and comments pouring in – provided your content grabs sufficient amounts of interest, of course.
Saturday, also an excellent posting day, runs just behind Friday on the engagement meter. Sunday, however, is poison for financial brands. Go figure. Other industries grab the highest Facebook engagement on that day. Not financial brands. This is your day of rest. Take a walk in the park or a stroll on the beach.
What You See is What You Like
Sure, the average financial brand is swimming in a pool of facts and figures. But social media audiences want something with more pizzazz. As with virtually all other industries, that pizzazz is duly provided by visual stimulation. This is hardly surprising. According to research, Facebook content accompanied by images generates an engagement level 37% higher than that consisting solely of text. For financial marketers, photos should be the primary focus. Snaps grab the lion’s share of attention, outperforming even video on the popularity charts.
If you have any questions or comments about financial services marketing on social media channels, or about any other brand-related topic, feel free to send them our way.