As a blogger the goal is to get the message out that you write about. A common outlet for promotion is through your own website, but even this is not enough. Millennials everywhere are adapting to emerging technology and platforms. One notable change is the way companies are positioning new products such as apps. It used to be where companies would just advertise on their website or through word of mouth. Now as I scroll through Twitter I notice lots of new technology promoting investing, saving, and trading. So it appears that Financial Services is becoming more social media savvy as companies have a presence on multiple platforms and vie for their audiences’ attention.
One common theme that I noticed throughout the summit was the idea of creating personas. A persona is a way to segment your intended audience. Depending on the goal of the company or entity more than one persona may be appropriate. For Financial Professionals and the Financial Services Industry as a whole personas play an integral part, because without understanding your customers you cannot add value and solve the issues that they face. I like the 12 point marketing persona checklist offered by Heidi Cohen as an aid in developing a persona, below are the 12 questions being asked.
1. What are their demographics?
2. What is their lifestyle?
3. What are their interests?
4. Who influences their product choices?
5. What are their personal goals?
6. What are they like from an emotional perspective?
7. What are their past behaviors?
8. Why do they interact with your company and your competitors?
9. What do they want from your company?
10. Where do they look for information about your product category?
11. What type of information do they want?
12. Where are they when they look for information?
Once you have an understanding of who you will market to and the avenues you will use to market, the next important thing to understand is what you will market. So there were discussions about the content that firms are creating and how to make it more relevant to your intended audience. In her keynote presentation, speaker Pam Moore of Marketing Nutz noted that brands creating content should do the following: entertain, educate, inspire, help, and tell stories. With my writing and blog, Investing Dollars and Cents those five things just noted are what I intend to do. If there is a financial concept that is important to you that you have an interest in learning more on, feel free to share it with me.