How data helps banks engage their audiences
The banking audience is large and well-informed; to attract them, banks need to connect with them. Data-driven content marketing is the key to achieving this.
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Consumers have more and more options to consider when choosing a bank. Thanks to the ease of accessing the internet, people are more informed than ever and know they have more control in their relationship with companies, so their service expectations are higher, as confirmed by Microsoft ’s 2020 Global State of Customer Service study .
Today's customers want digital services from banks to be as cutting-edge as those offered by technology companies. Consumer demands also include a desire for personalized, real-time and data-driven banking services, according to a study by Accenture .
Data-driven content marketing can meet these demands. By vp purchasing officer email lists using data correctly , banks can be much more efficient in the way they manage communication with their customers. Data can give banks an advantage over their audience and their competition, and help them position themselves as true experts in the sector.
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Data-driven strategy to sell to the banking audience
The first step in developing a good content strategy is to know your audience; this is a principle that applies to any business. However, banking, unlike other sectors, does not have just one audience it wants to reach, but several. Indeed, because banks market a wide variety of products and services, they need to reach different audiences.
Audience consumption and interests are constantly changing according to characteristics such as age, gender, lifestyle, and nationality, among others. In this context, data-driven content marketing is key , as it offers banks tools to interact with each audience with different orientations and distribution channels. Basing your digital strategy on data can help a bank bring the right content to the right audience.
Data analytics tools allow you to draw insights from groups of customers with similar profiles to produce engaging content. This is the way to deliver personalized information that convinces and inspires trust. The latter is essential in finance and is something that is achieved with content marketing . By creating relevant content that demonstrates authority and solid knowledge, and that meets the needs of the audience, consumers will better understand banking products and services. As a result, the trust that consumers place in banks will increase.
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How to talk to a banking audience to sell to them?
“People don’t like being sold to, but they love buying.” This quote from author, speaker and business coach Jeffrey H. Gitomer —widely used in the world of sales and which has almost become a mantra— can explain well why banks have resorted to strategies such as content marketing to attract their audience. People are not stopping buying.
