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The latest Digital Financial Services Summit was clear in its warning to financial services marketers the world over: if you want to remain competitive in today’s world of constant technological change, you need to focus on developing and improving the customer experience.
How do you do this? Matt Tindale, Director of Marketing Solutions for LinkedIn, unsurprisingly suggests using digital tools such as LinkedIn to build customer relationships and influence customer purchase decisions.
According to Matt, LinkedIn has the advantage of being a more professional context in comparison to Facebook and Twitter, and its extensive capabilities make it a fantastic content marketing tool. There are over 1.5 million publishers and 500 thought leaders/influencers on LinkedIn, and while career information is one of the top three types of content on this platform, this is followed by current affairs, industry trends and updates from brands. To add to this, content on LinkedIn is proven to be seven times more engaging than its career information.
Matt provided a number of useful insights about how to create personalised quality content that customers want and need, which is vital to engage, attract and retain customers.
Here are a few of our favourite tips about using LinkedIn to improve the customer experience and ultimately deepen customer engagement and advocacy:
- The argument for providing personalised quality content to our audiences through digital experiences? “Sell something, get a customer for a day, help someone, get a customer for life.”
- Think of the audience’s needs and how we can address them with tailored content. When we are able to create exceptional content, we can turn users into customers and our brand into a publisher – using digital channels such as LinkedIn.
- Always include a clear call to action in your content and an image that relates to your content, not just your company. Consider posting interactive content like Youtube videos, to encourage sharing among your audiences.
- Do not limit your audience to just CIOs and CEOs. Our aim is to influence those involved in the research decision making process. This also involves creating a well-planned yet versatile editorial calendar, ready to react to external events and influences.
- Remember that it is a conversation. Aim to inform and inspire your audiences, while also listening and asking questions.
We need to look at LinkedIn as more than just a recruitment tool (although it can be very effective as one) and to consider how we can leverage it as part of the content marketing mix. As Matt emphasised, content may be king, but context is queen!
