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Want to know how to add personality to your financial services marketing? Let’s be real financial services marketing isn’t known for being full of personality. If you asked the average person to describe what they’d expect from financial services marketing they’d say things like formal, traditional, serious, professional, stuffy, boring, jargon-heavy etc. But financial services marketing is changing and businesses that are embracing adding personality into their marketing are reaping the benefits. If you’d like to be one of those businesses keep on reading as you’ll learn how to add personality to your financial services marketing.
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HOW TO ADD PERSONALITY FINANCIAL TO YOUR FINANCIAL SERVICES MARKETING
1. Define your brand voice
A great place to start adding personality into your financial services marketing is by adding personality into your brand voice. Your brand voice impacts all of your marketing, both online and offline, so it is a great place to start.
Usually your brand voice is defined during the branding process and if you worked with a branding specialist or agency you’ll find your tone of voice in your brand book or brand guidelines.
Now most brand voices are hidden from the public eye, but Monzo have published theirs for all to see and it is a great read (You can read the full thing here). However, the Monzo tone of voice in a nutshell is:
- We use the language our audience uses, and make technical stuff as clear as we can
- We’re ambitious, positive and always focused on what matters to people
- We’re transparent about what we’re doing and why, and we don’t hide behind ambiguity
- We’re open, inclusive and welcoming to everyone
I especially like the first bullet point – “We use the language our audience uses, and make technical stuff as clear as we can”. By aiming to use the language their audiences uses, they’ll create content that their audience will understand and feel comfortable consuming.
2. Showcase your team (or if your business is just you – showcase you!)
Nowadays people want to know about the people behind a business, especially if it is a small business so make sure you allow people to easily find out who works in your business.
A simple way to do this is by having a team page on your website. You can do the fairly standard thing of having a page with name, position and picture. But if you want to really infuse personality think about what you are sharing a bit more carefully. Should the photography be in black and white or colour? Do you need everyone to have their photographs taken by the same photographer with the same set up or can you have photographs by different photographers with different set ups?
Then think about the information. If you have space to add in short biographies are you just going to include a formal bio or can you allow people to share a fun fact or what they do outside of work?
3. Include video in your marketing
Having images of you (and your team) on your website is great. But if a picture tells a thousand words, then a video tells a million words. When you create videos your personality instantly comes across. Now I know this can be intimidating for some and the reality is no-one is born confident in front of the camera. It is a learned skill and the way you learn it is by doing it. Of course, you can get help to speed up learning that skill, but at the end of the day, you’ve got to get in front of the camera.
If you aren’t already using video in your marketing and would like to learn how to get started read this blog post ‘How to get started with video marketing‘.
4. Share your values
In a world where people and businesses have a lot of choices about who they work with sharing your values not only enables you to differentiate yourself from competitors but it also gives people a reason to connect with your business on a deeper level (a level that will reduce price resistance). Again you can share your values on your website, but also think about how else you can share your values throughout your marketing.
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5. Tell stories
Facts tell but stories sell is a common phrase in the world of marketing yet for too long financial services marketing has relied on facts. If you want to add personality to your financial services marketing start identifying stories that you can include in your marketing. This can be anything from using storytelling to showcase case studies to choosing stories that you can use as relatable anecdotes.
6. Behind-the-scenes content
People are nosey and often love to know what is happening behind-the-scenes. Is there a way you can peel back the curtain and give a glimpse into what actually happens in order to run your company?
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7. Use real imagery, not stock photography
A real quick way to add personality into your marketing is by using real imagery rather than stock photography. One of the major issues with financial services marketing is that a lot of the marketing looks the same. Multiple companies have a generic tone of voice, talking about the same topics and using the same banks of stock photography. If you just took the de-branding the page (removed the logo, colours and business name) the content looks identical.
By this point you’ve hopefully realised the importance of defining a brand voice, but have a look at the photography you are using. Rather than using stock imagery pay to work with a photographer even if you then get a batch of photographs to use internally as stock photographs. At least that way you won’t be using exactly the same as your competitors and where possible you can infuse some extra personality into the imagery.
8 Share more about you (if you are the face of your business)
This is for the solo, micro and small business owners who are very much the face of their business. If you know the reason people sign up to work with your company is because of you then a way to add even more personality to your financial services marketing is by sharing more about you – whether than be your interest, your hobbies, your favourite things etc. People connect with people for so many reasons and by sharing your interests, hobbies or favourite things you are adding an extra dimension. It helps you be perceived as a more rounded, real person. And it helps some people feel more connected with you. And it will help people to remember you as well.
That’s it. You now know how to add personality to your financial services marketing.
For an industry that can often feel very cold since it is dominated by numbers and figures, there is a lot to be said about increasing people’s connection to your business by adding personality to your financial services marketing.
There is no mistaking that given the nature of the work financial services have to carefully balance professionalism with relatability, but most financial services business right now are too far on the professional side of the scale.
By using some of the tactics listed above you’ll be able to make your financial services business more relatable, help people build a deeper connection and make people want to become a client.
Share in the comments which tips you are going to try in your business.
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