In the financial industry, building trust is incredibly important. People want their money to be safe. After the global financial crisis, financial scandals, and economic uncertainty, financial clients want reassurance about the advice they receive and what will happen to their money.
Establishing trust doesn’t happen overnight. Having authoritative content on your website helps. Posting targeted, high-quality content tells the world that you know what you are talking about. It will keep helping you develop relationships with your customers – and potential customers – as long as it is online. Twenty-four hours a day, seven days a week – good content never sleeps.
To connect with customers, your business needs to be more than an impressive logo and tag line. Those things will help, but your business also needs a personality. When it comes down to it, even with business to business interactions, people are doing business with people.
In addition to this, having a website that is considered authoritative and trustworthy will improve how well it ranks with search engines. A good search engine ranking means that more of the right people will find you.
Here are six strategies for using content to build your financial website’s authority and trust.
1. Teach and Educate Your Visitors
If you teach someone how to do something or what something means, it demonstrates your expertise. It’s also a neighborly thing to do and might give you a warm feeling inside.
In addition, you’ll be creating very useful content that will attract new visitors that are looking for the same information. Who is your ideal customer most likely to do business with – a financial firm that anticipates people’s needs and provides guides and solutions to their problems, or the business that only provides their business hours?
Helpful, informational content generates repeat visits from people who want more of your know-how and may ultimately subscribe or call you for your services.
Think about what your ideal customers want and need to know. Provide that information using the words and phrases that they would use during a search.
2. Take a Deep Dive
There are many subjects to write about in the financial industry. If you try to write about them all, you’ll be competing with all financial websites on the web. Search engines will classify you as being a general finance firm. And you might also wear yourself out.
By focusing on one or more specialties, you can stand out as an expert among other firms in the same industry. By writing on fewer subjects, search engines will see that your content is not only focused but increasingly comprehensive. Customers will appreciate this too. You will be the go-to source for information on your chosen areas of specialty.
3. Stay up to Date
The financial industry is constantly evolving to meet the demands of a new generation of clients. If you can demonstrate that your financial business is up to date with changes in the industry, people will be more likely to feel comfortable doing business with you.
Even if you’re not at the cutting edge of the financial industry, demonstrate that you know where the edge is, how the changing financial landscape might affect your customers, and where your business fits in.
4. Use Understandable Language
Some financial websites confuse authority with sounding authoritative. Many industries try to keep people ‘out of the loop’ by using industry shorthand and jargon. If you want to connect with customers, however, you need to talk in a language that they will understand.
Using impenetrable financial language is a sure way to make your potential customers feel uncomfortable. Explain everything to your visitors, encourage them to provide feedback, and answer their questions in full whenever you have the opportunity. Share knowledge and be transparent to develop trusting relationships with customers and potential customers.
5. Engage with Customers on Social Media
People do business with companies that they like and trust. Then they tell their friends, family, and colleagues about their experiences. Publishing and/or promoting your content on social media is a fantastic way to spread the word about your brand.
Many customers make purchasing decisions after looking at recommendations from other users. Achieving ‘likes’ and shares via Facebook, Twitter, LinkedIn, and other social media platforms relevant to your financial website can help you build trust online.
Being active on social media gives you a great opportunity to become involved in a dialogue. Demonstrate that communication with your firm is two-way. Respond promptly to comments and feedback. Ask questions where relevant, and always be professional.
Your engagement on social media enhances the experience for your existing customers and shows potential customers the high standards and individual attention that they can expect from you.
6. Generate Inbound Links
If you want to build your trust and authority online, generating links to your website should be a core part of your strategy.
Google and other search engines see inbound links as a sign of authority. If other people are linking to your site, that suggests that your site contains worthwhile content.
Note, however, that it’s better to have an inbound link from one heavy-hitting website than multiple links from poor quality websites. The perceived quality of the site that links to you rubs off on your site.
There are many ways to generate quality inbound links. You could start by:
- linking to good quality blogs that deal with similar subject areas to yours – not only does linking to external content demonstrate that your business stays up to date with the movements of the financial industry, but it also encourages other bloggers to link back to you in return.
- curating content – by creating something like a comprehensive resource list, other bloggers will be attracted to this valuable resource. Rather than create their own resource lists, they are likely to link to your content to provide value for their visitors.
- creating consistent content – one of the best ways to earn inbound links is to maintain a blog worth linking to. That means creating focused, quality content. Be consistent and you’ll see the rewards in numerous ways.
Building authority and trust is more crucial than ever if you have a financial website. It takes time to build authority and trust, so start now. You, and your customers, will be glad that you did.
Contact Dan Stark: firstname.lastname@example.org
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