Dec 03, 2019
Filling your social media hopper with enough fodder is seriously tricky. On one hand, you want to keep the quality up as, if you’re just spouting nonsense, no one’s going to listen. On the other hand, you need to post regularly enough that you impose yourself on your users’ schedules.
Before we crack on with what to post on your social media, you should triple check that your profiles are looking swift. Make sure those logos are in a high quality and check that your descriptions are on the ball.
If you’re not quite sure whether social media is for you and your financial service company, then head over to our article Social Media For Finance: Why, Who, Where, What, When, How and How Much? to scope out why it’s important and how you can go about maintaining it.
If you’re on board already, then we’ve got good news for you — we’ve collected 30 days of social media content. Take a look, pick out your favourite ideas and slot them into your own content calendar!
Twitter is a fantastic platform for open communication because everyone can listen and respond to everyone else. Unlike one-way networks like Instagram and Snapchat, Twitter fosters general communication between everyone involved.
That makes Twitter the perfect platform for roundtable discussions featuring lots of different participants.
Round up some willing influencers and promote a particular hashtag and event time over a few weeks. Once the day rolls around, sit back and watch as your community starts talking to itself.
Your clients are one of your greatest marketing tools so why aren’t you using them? Find a willing customer and feature them on your social media.
— Lloyds Bank (@AskLloydsBank) February 27, 2017
Did you arrange a mortgage that paid for their first house? Get a picture of it and post. Did you just help someone retire a few years early? Get a picture from their last day at work.
Use your customers to demonstrate the effectiveness of your services, provide social proof and generate more interest in your business.
An ask me anything (AMA) is a sort of group interview that originated on social news site Reddit. Essentially, one person gets online and invites the community to ask them questions. The interviewee works through the questions and answers them publically.
AMAs usually focus on the person answering the questions, including details about their life, beliefs, opinions and anecdotes.
To get an idea of what an AMA is all about, check out this one with then President of the U.S. Barack Obama.
An ask the expert feature is a bit like an AMA except that the questions usually revolve around the interviewees expertise and not them themselves.
Ask the expert features are great for demonstrating your expertise and building trust with users.
Almost all businesses are built on the people behind the brand and financial firms are no different.
— Lloyds Bank (@AskLloydsBank) November 3, 2016
Employee profiles give you an opportunity to highlight the faces behind the service, showcase their skills and provide a face for people to engage with.
The calendar is packed with weird, uncelebrated holidays like World Compliment Day (1st March), Record Store Day (22nd April) and Fight Procrastination Day (6th September).
Have a little fun and get behind one of these holidays. Although I recommend you give Work Naked Day a miss!
Caption contests are a great opportunity for a bit of fun and require very little work.
Find an ambiguous photo, upload it to your social media and ask your audience to suggest captions for it. If you’re struggling for responses, just throw a small prize in.
Sort of like a caption content but with a bit of extra work on your part to get your audience involved. Find an ambiguous picture, upload it and write a sentence with a key word missing.
It’s easier than writing a full contest and is really effective at getting a previously reluctant audience to volunteer answers.
If your business enjoys a strong local customer base, it helps to give back. If you spot a local event that you like the look of, plug it on your social media.
— Union Square (@UnionSquareNY) June 27, 2017
It shows goodwill, it demonstrates that you’re engaged with the local community and it often gets you some extra promotion through the event itself.
User generated content, especially visual content, is a fantastic resource to have available. The problem revolves around how you motivate your community to offer up shots.
— Virgin Money (@VirginMoney) June 25, 2017
If you’ve got the budget, stick a prize up for grabs and watch as the entries roll in.
First, you could offer your existing customers a discount or coupon for their loyalty. That reinforces your relationship with them and makes them feel that there’s
Second, coupons are great for attracting new customers. By lowering the price, you reduce the risk a prospect is taking on. Even if your service is rubbish — I’m sure it isn’t — a prospect is losing far less if they’ve used a discount.
Chuck in a share function and you’ll increase the likelihood of enhanced organic awareness.
Early last year, Facebook rolled out reactions to users across the globe. These reactions basically expand on the old like button and allow users to register a wider range of responses, including love, laugh, wow, sad and angry.
Socially savvy businesses have used these reactions and voting chips for polls. This tricks Facebook’s algorithms into thinking there’s huge engagement on your posts and results in immense organic exposure. (Facebook has recently cracked down on reaction polls so they don’t have quite the same impact as they used to.)
Infographics aren’t really designed for social media. Ranging from several hundred to several thousand pixels long, it’s impossible to display one in full on Facebook or Twitter without it getting severely distorted.
Instead, what you can do is chop up your infographics into bite-sized chunks that are small enough to display natively on timelines. Oh, and always remember to link back to the original infographic in your the body of your social post.
User-generated content (UGC) is like gold dust in marketing.
— The Co-operative Bank UK (@CooperativeBank) June 9, 2017
While it usually works better in product-based industries, financial services firms can definitely get mileage out of UGC. Just get your customers to show you what they’re doing and publish the photos, videos or comments through your channels.
What better way to show off your staff than handing them the reins to your social media for an hour, day or week. Let them put their worklife front and centre and talk directly to your community.
If you decide to try an employee takeover, remember that the employee faces the exact same compliance requirements as the business.
Imagine you’re just entering the world of work and have no idea about pensions. You jump onto Google, type in What is a pension and up pops some great articles that break pensions down into easily digestible chunks. Those blogs, videos and other pieces of content are called explainer content.
— Investec (@Investec) June 15, 2017
Ideally, you want people to see you as a point of contact for industry news. Act a news source, sharing niche- and sector-specific stories.
Original research is as close as you get to a silver bullet in digital marketing. If you produce something genuinely interesting and important, people will engage with it, they will share it and they will link to it.
Not everything you post on your social media should be your own content. You want to be seen as an authority for the whole of your industry and not just the niche that you write about.
Pick pieces of content from influencers, news sites and non-competing organisations and promote them via your social media channels.
Remember all those blog posts you wrote and infographics you designed? Yeah? Well, why are you letting them rot away at the back of your blog.
Keep sharing and resharing your content on social media as your audience is growing every single day and includes new users who haven’t consumed your original blogs, white papers, case studies, podcasts and so on.
Long-form content is great but it does place fairly heavy time demands on your audience. Sit down for five, ten or twenty minutes and read this in-depth article covering the pros and cons of transferring out of a defined benefit pension scheme.
A lot of people simply don’t have that sort of time kicking around — especially if they’re at work.
Cherry pick the most engaging or thought provoking snippets from your content and share them on social media to get your audience thinking.
It’s all well and good positioning yourself as a helpful, approachable and knowledgeable resource in your industry but if people don’t know what you do, you’ll never attract new customers.
— HSBC UK (@HSBC_UK) June 28, 2017
Scatter straightforward service promotions throughout your social content to let your audience know exactly what you offer.
Everyone likes birthdays and that’s good news because everyone has one. Use birthdays as an excuse to show off your staff and cultivate some good feeling around your social media.
Heading to an event like a presentation or awards do? Why not jump onto Twitter and provide a real-time commentary for your audience. This is especially effective with events that are hard to access like launch parties or popular conferences.
Quotes are super effective social media content and take almost no effort to create. Just find a quote that’s relevant to your audience, your industry, your service or recent events and post it up.
— Navy Federal (@NavyFederal) June 26, 2017
Ideally, you should design the quote as an image for some added visual impact.
Motivational images? Aren’t they cheesier than a quattro formaggi pizza with mozzerella stuffed crust? Yeah, probably.
But don’t let the cheesiness put you off. If used right, motivational images can still have a big influence on the thoughts and feelings of your audience.
If you do want to experiment with motivational images, I recommend putting some substance behind it. Don’t just paste up a photo of a mountain and tell people to aim for the summit. Share some struggles, relate a personal experience or reference a cause you’re passionate about.
We always recommend our clients enable comments in their blogs and respond personally to every interaction they receive. This shows that you’re involved with your community and are willing to have a real conversation.
However, the comment section of a blog is lightly trafficked and just leaving your replies there won’t generate a huge amount of buzz.
Instead, pick out interesting comments and publically respond to them on your social media.
Not even the most dedicated Apple-esque audience will read everything you publish. People are just too busy and that’s not even considering the effects of algorithmic timelines.
Our Economics Weekly covers why Bank Rate has been kept on hold & where property value has increased the most: https://t.co/LlUZvFBqSI
— RBS (@RBS) June 27, 2017
On a weekly basis, reshare a roundup of everything you’ve done. Events, awards, staff, birthdays, content, jobs and so on. Make it easily scannable so users can quickly pick out the bits that most interest them and read them in more depth.
Social proof is an awesome resource for marketers. Just think about what a testimonial is: Someone praising and selling your business on your behalf. That’s awesome. No one believes people when they’re saying how awesome they are but everyone believes a customer’s recommendation.
— Lloyds Bank (@AskLloydsBank) October 10, 2016
Build testimonial gathering into your process to ensure you always have a good supply to hand.
Sometimes you’ll find that your audience on Twitter is very different to your audience on Facebook and that your Facebook crew is wildly different to your LinkedIn following.
After all, different networks have different demographics so it’s not overly surprising that you cultivate pretty different audiences.
It’s a good idea to cross-pollinate audiences by sharing links to other social media profiles. Pitch Twitter on Facebook, LinkedIn on Pinterest and Instagram on Google Plus.
That way, all your audiences will grow and users will gain access to different content streams.
And just like that, you’ve got a full month’s social calendar packed full of unique ideas. Now, I don’t expect any business to use every single idea but hopefully, you’ll be able to work some pieces of content into your social calendar.
If you do end up using some, don’t forget to pop back and let us know in the comments!
To help you on your way with your digital marketing, we offer free initial Digital Consultations. These are super casual chats, over video or in person, where we will talk about anything you want. In this initial consultation, we will advise you on how you can improve your online presence and what we can do to help.