COVID-19 is changing financial services marketing. Are you ready?
COVID-19 has led to widespread business shutdowns in the hope of containing the spread of the virus. This has, in turn, resulted in a severe global economic disruption and financial market volatility.
It’s safe to say that most investors are facing financial stresses to some degree right now. And the way they interact with their financial services providers – including their banks, advisors and investment firms – has likely changed for a long time.
As a result, how you deliver your message to clients will need to change too. This is a challenge the team at ext. understands. We have our fingers on the pulse of the financial services industry, and we are acutely aware of how marketing is evolving during these unprecedented times. Here are a few ideas to get you thinking about the opportunities available to you today:
Stay in touch with email
Mailchimp found that the financial services industry has a 22% email open rate (Source). Your audience is looking for – and at – your emails.
At a minimum, your clients want you to stay in touch, to know that you are there for them and to be reminded that things will get better, especially during these uncertain times.
But now is also a time for business building. Captivate your audience with great storytelling to describe what you and your brand represent, as well as how you can help your clients and prospects navigate this time of uncertainty.
Email has proven to be an effective tool for financial services companies during the COVID-19 pandemic, and this will continue as we move past this crisis.
Use best practices for virtual meetings
The COVID-19 pandemic is likely to create a new normal for both the way we live and the way we do business. It will also reduce the number of face-to-face meetings you will have with clients going forward.
As businesses shut down operations and people are forced to work from home, client meetings have gone from the home or office to the computer. It is important to maintain the same principles in a virtual meeting as you would in a face-to-face meeting:
- Prepare and stick to an agenda to ensure all points are covered
- While it is tempting to wear a more relaxed wardrobe, dress professionally as you would in a face-to-face meeting
- Proper lighting and a clean background gives a professional, upbeat tone
- Don’t forget the audio! Test your mic beforehand and make sure your voice is clear
Illustrate your message with visual cues
According to the Social Science Research Network, 65% of people are visual leaners (Source).
Your clients and prospects need to understand the message you are conveying, particularly during this period of uncertainty. Adding more visuals to your presentations, emails, pitchbooks and social media posts is a great way to capture your clients’ attention and ensure they understand what you’re telling them. It is important, however, to keep your design consistent with your brand.