Three take-aways from our webinar on building trust and marketing financial services
Marketing financial services
In order to understand more about why trust is so important when it comes to marketing financial services online we joined forces with Trustpilot, the worlds most powerful review platform. In a live webinar earlier this month Jessica Fisher, our EMEA Services Director, joined Trustpilot to dissect the findings of their recent research into how 1000+ global consumers find trust when it comes to financial services products.
Here we’ll share some of the key
Why is trust important when it comes to marketing financial services?
Success for financial services providers is no longer guaranteed by being a familiar name. Across every financial services niche, consumers are being offered a huge variety of products and services by disruptors focusing on
The decline in consumer trust in financial services is still evident, even a decade on from the financial crisis. Consumers are 50% more likely to say their level of trust in financial services has decreased rather than increased over the last three years (30% vs. 20%).
So if trust is on the decline, where do consumers find it? There are two key channels – your website, and word of mouth. The website was rated top among all channels when researching finance related products with 68% of consumers rating it ‘important’ or ‘very important’. Combined these two things become a powerful tool for marketing financial services products.
How can financial services marketing incorporate trust?
We go into more detail in the webinar (which you can view at the end of this post!) with 6 key steps to building trust along the finance customer journey. But here is a sneak peek at a few of our top rated tips to build trust via your financial services marketing strategy.
1) Focus on the journey
The key to building trust is a better customer journey. Many
In the below example from Argos Pet
2. Help consumers decide
Sometimes, when it comes to complex financial products, users might need a little help.
3. Unlock digital word of mouth
Social proof is a powerful psychological tactic that can be utilized in many ways online to improve the customer journey. But when and where should you use it?
Unfortunately, there’s no one size fits all answer to this question. Focus on understanding the users and their motivations at the point in the journey you’re working to optimize.
For example, with upper funnel visitors on a finance site highlighting ease of completion can be a great way to move visitors further along. Once visitors are closer to the end of the funnel, then this messaging might change to focus more on reassurance, so here is a perfect place to test out the impact of reviews.
Want more tips? Watch the full webinar below, or check out our guide to optimizing the finance customer journey which features three ways to create a better customer experience for your online visitors.