Social media has really become one of the most important avenues for businesses out there, in order to reach out and communicate with their market.
What makes it even better is that it is still growing and business establishments are still learning how to best use social media in order to make their services better. According to Richard Gans, Director of Social Media at AXA, social media usage, both on a paid and organic nature, continues to grow and evolve as a means of marketing and engaging with consumers. More specifically, using social media as an active channel for resolving customer service moments continues to evolve as the needs and expectations of consumers change. Consumers expect brands, even financial service companies, to be available for help when and where they need it and social media is serving as one of those necessary options.
Social media is the perfect avenue for a two-way communication between a prospective customer and a business establishment. Mr. Gans claimed that the use of social media is one of the things that really worked well in enabling his company to build trust online. He said that as more people look online for feedback prior to making a purchase. AXA recently incorporated an initiative that facilitates direct, two-way customer feedback along with the collection and organization of customer responses with the aim not only of improving customer experience, but also of ultimately producing new products and speeding innovations on existing ones.
Allowing your clients and customers to provide comments on your products or services through social media will enable you and your company to easily improve based on the feedback provided. It would be a lot easier to identify areas where you are doing right as well as areas that need improvements.
What makes it even more interesting is that social media is only a fraction of what you and your company can use in creating an online presence and building trust for your company online. If you are looking to expand the reach of your company, getting involved in trainings and seminars of this nature can help you get started. Here’s the good news. The Annual Digital Marketing for Financial Services Summit is once again upon us. The event will take place on the 21st and 22nd of June 2017 at The Westin Harbour Castle Conference Centre in Toronto. The summit will be the perfect place for you to learn how to drive conversion, create loyalty, and maintain your competitive edge.
What makes this summit a must-attend is the fact that the speakers, of whom Mr. Richard Gans is a part of, are really authorities in their respective fields. On top of that, you will also get to meet people from different financial services companies like banks, insurances and credit unions. There are also those from investment and wealth management sectors as well as from digital marketing. It will truly be a worthwhile learning experience for you which can greatly help you start your online campaigns. If you want to learn more, simply visit their website: http://www.financialdigitalmarketing.com, check out the speakers as well as the topics that will be covered and then register! It would be one of the best things you can do for your business.
Also you can get 20% Off your Tickets by using the code “REFUEL20”
ABOUT RICHARD GANS
Director of Social Media, AXA
Rich Gans is Director of Social Media at AXA in the U.S., a leader in providing wealth management, life insurance and annuity products. In his current role, he oversees the company’s enterprise social strategy and social media policies and executes initiatives that use social media to enhance the customer experience, drive brand awareness, increase business value, and safeguard brand reputation. That’s his job description; his passion is helping transform the organizational culture to make people feel more informed and comfortable with social media. To achieve that goal, he manages all employee-focused social media training in addition to the U.S. social employee advocacy program. Prior to joining AXA, Rich was the head of social media for Forrester Research. Before that, he held roles focused on customer experience, market research, and business analysis at Forrester Research, Jupiter Research, and IBM.
Rich holds a Bachelor’s degree in Information Systems from Yeshiva University’s Sy Syms School for Business. He currently lives in New Jersey with his wife and 4 children. Follow Rich on Twitter @Richard_Gans.
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Today, almost every business establishments, from small and medium enterprises to large corporations, are always aiming to do great things in their online or digital marketing campaigns. The majority of the public today spend a lot of time engaging online.
People have become so involved with the digital world that they expect to do just about everything and anything online, from banking to purchases to checking status updates. As a result, digital marketing is an ever growing and expanding playing field. You need to stay on top of what works and what doesn’t.
VP, Digital and Channel Marketing
BMO FINANCIAL GROUP
According to Maja Neable, Vice President of Digital and Channel Marketing at BMO FINANCIAL GROUP, as the consumers move to expect more in digital, the marketers have adopted: better targeting, more relevant messaging, and more competition for the digital consumer.
Neable, who is a guest speaker at the Digital Marketing For Financial Services Summit this year, also pointed out that humans still play a big role in helping consumers become comfortable with online world.
According to Neable, their company has found the biggest impact when their knowledgeable representatives in branches and contact center help bring customers on board. Customers trust them and rely on their advice.
Their campaigns include a number of strategies and tools like videos, email marketing, ad targeting, and social media. Their whole strategy is anchored on fully integrated intuitive experiences: from targeting well with relevant messages, to then meeting the customer’s need by providing an easy experience. Treating customer interactions as a life-cycle, a journey, rather than an instance, provides for the most powerful and engaging experiences, and business results.
While this strategy has been fruitful for BMO FINANCIAL GROUP, it took time to work. It is a product of a learning cycle where they tested different strategies, encountering failures and learning from them. Developing a workable strategy really is not easy in digital marketing.
“Given the amount of competition, you also have to adopt and innovate as quickly as possible to remain relevant”, Neable discussed, “To compete in the digital space today, one must continually invest and re-invent itself. This requires a different approach and thinking for established financial institutions. The ones that are the fastest to change to this way of thinking, will be the winners.”
This is where a good networking and linking up with fellow digital marketers becomes very important. Learning from others successes and failures allows you to expand your horizon and identify possible ways to improve on your very own marketing campaigns.
If you are seriously looking to improve your digital marketing strategies, the 7th Digital Marketing for Financial Services Summit is the perfect conference to attend. This year it is happening at The Westin Harbour Castle Conference Centre in Toronto, on Wednesday June 21st & Thursday June 22nd 2017.
Here are five reasons why you should attend this summit:
- Innovate at a digital speed.
- Learn from C-level financial services leaders on how to create a competitive advantage.
- Learn how to eliminate organizational roadblocks.
- Connect with industry veterans and rising stars.
- This is the only digital marketing forum for financial services.
- BONUS Reason: Save 20% off your tickets (see below)
Boost your digital marketing and take it to the next level.
As Andrew Artemenko of Bank of America said, it is “encouraging to see innovative and creative ways to solve the issues, constraints and challenges in a highly regulated industry. It’s nice to get out of your comfortable home environment to meet peers face to face, who have new and inspiring ideas.”
The 7th Annual Digital Marketing for Financial Services Summit will be on June 21 – 22, 2017 at The Westin Harbour Castle Conference Centre in Ontario, Canada. You can learn more here: http://www.financialdigitalmarketing.com/.
Also you can get 20% Off your Tickets by using the code “REFUEL20”
As a business using social media marketing, you need to know what is the most important thing that you can do to attract customers to your business. You may be surprised to learn that the most important thing in online marketing is building trust.
Customers want a brand that they can trust and count on. They want a company that they can refer their friends to or that they can keep returning back to when they need similar services again. At the end of the day, the ROI (Return on investment) is not the biggest value that you are going to get from social media marketing. Through social media, you are going to be able to build up a trusting relationship with your customers, that helps them identify from you, and to learn from your insights. This will make you “front of mind” and become their first call when they need something.
The first step to gain this trust is to communicate with your customers and potential customers in your personal brand voice that is consistent always. This is most effective through writing social media posts in a manner that is human rather than through messages that seems very robotic in nature. You want to show off a relatable personality that will get customers to trust in you and your Company. Once you find the specific tone of your brand voice, you need to stick to it. Being consistent is key to gaining the trust of your readers and customers.
When it comes to actual posts, there are a few things that you need to do. You should post ideas that are unique and original for a few reasons. One, fresh posts help in ranking articles and two, when people see a different approach to a common topic, it can gain traction. These posts can be informative pieces or ones that are entertaining or a mixture of the two. You want to make sure these posts shareable so that your followers will want to share it with their friends, by having social media sharing buttons on each article or post you do. By doing this, you will gain more followers, which will increase the recognition of your brand.
A final aspect to using social media to gain the trust of your customers is through engaging with them. If a customer contacts you through social media about an issue with your products or services, be accountable and apologetic while trying to remedy the situation.
These are things that will help increase your customer’s trust in your brand. If a customer trusts you, they will be more willing to keep coming back for services and refer their friends and loved ones. Do not use your posts to market things all of the time, otherwise people will not want to follow you. You need to find a perfect balance between advertising and offering more value to your customers.
Remember this: Educate, don’t inundate.. Provide value, and people will trust and buy from you naturally.