9 Great Quotes about Why Financial Social Businesses Need Content Marketing
Social media is great, isn’t it? It can help increase business. It can help build brand awareness. And it can help differentiate your business from your competitors.
To maximize their use of social media, sales professionals must know what kind of content resonates with their prospects, and they must become reliable, trustworthy sources of information.
In a recent webinar, Patricia Hume of Trapit and Victor Gaxiola of Hearsay Social explained how your marketing and sales teams can leverage content marketing to build brand awareness, engage with prospects, and close deals.
Below, you’ll find 9 fantastic quotes from the webinar, as well as a replay of the event. Best of luck on social media!
9 Great Quotes from the Webinar
Victor Gaxiola: “It is not enough for an organization to rest completely on their own branded content. If you’re an insurance company or a financial services organization, yeah, you create content. But if that’s all your distributed teams are sharing, it can come across as corporate spam.”
Patricia Hume: “What kind of content works best for social business? It depends on your audience, and it depends on what kind of relationship you’re trying to establish. Content can start to help build a trusting relationship, and I would go as far as to say a friendship.”
Victor Gaxiola: “What I love about social is the ability to scale it. If this one article could benefit this one client, I probably have dozens of other clients who could benefit from the exact same information.”
Victor Gaxiola: “When you are faced against what I call ‘financial noise’ –The Suze Ormans and the Jim Cramers and the very loud, broadcast-oriented content sources – the advisor has the responsibility to curate and differentiate content that is interesting. Only that advisor is going to know what’s interesting because they know their clients best.”
Victor Gaxiola: “All content that you share on social needs to be respectful of your audience. Your audience has selected to follow you. You have to make sure that you don’t abuse that privilege of providing good content and information. The 4 Es ensure that your content will do one of four things: Educate, Enrich, Engage, or Entertain.”
Patricia Hume: “Customers aren’t just looking for branded content. They are looking for the 4 Es to be present so that they feel like they want to return to your content, and then your brand becomes the place they go. And they rely on you to be entertaining and to be educational. That’s the difference between a good brand and a great brand these days.”
Patricia Hume: “When you think about your content, think about where your customer is in his or her buying cycle. There’s content that should be shared at the beginning of the development of a relationship–perhaps about an industry trend. And as you develop a relationship with that person and as you move them down the pipeline, there’s a point where it’s important to introduce more about your brand.”
Victor Gaxiola: “I think of social media as a cocktail party. You don’t go to a cocktail party or a networking event and just start shoving your business card in people’s faces.”
Victor Gaxiola: “Just having a presence on social media isn’t enough. You have to add value by sharing content.“
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