Saturday, 16 December 2017

Information and commentary for the small business banking industry

Why banks should be blogging

22 Jan

Content is king

It’s no secret that banks are in need of fresh, dynamic content for their websites, especially their small business sections. One of the areas they seem to be lacking in most is blogging. And this is a shame, because they’re missing out on a rich source of content that’s proven to engage audiences and drive traffic to websites.

One of the best ways to keep customers coming back is to make sure the site is dynamic – that there’s always something new to read, watch or interact with. And a blog is an easy way to update content on a regular basis.

Blogs help to personalize a bank. In an industry where trust between a provider and their customers is paramount, forging a personal connection with an audience is essential. If people find it easy to engage with their bank and that they have a connection with them, they’re more likely to entrust their finances to them.

Benefits of blogging

What you’re looking to do is create top-notch online content for small business owners, accountants and others in the business arena. The kind of content you’re aiming for should be strategically useful to business owners, yet also of an informal nature so that the content engages them on a personal level. By doing this you’re offering two things with your content: good advice and the chance to connect with your customers.

Some other tips to keep in mind are:

  • Relevant topics – in today’s world of small business, especially B2B finance, there are a lot of topics that could – and should – be covered by a banking blog, such as cyber security, energy savings and risk management. Stay away from topics that are blatantly ‘sales-y’ and concentrate on good advice customers want and need to know.
  • Focus on small business – what you’re looking to do is write in a way that speaks directly to small business owners. Content such as how to apply for a small business loan and cash flow management are highly valuable to business owners.
  • Make use of CTAs – this stands for Call To Action and it means including something extra in your blog for customers to click on. It could be a sidebar or an image – anything that’s clickable and encourages your audience to stay on your site. For example, if you’re blogging about an event where you’ve promoted a new product, you might have a special on that particular product that’s a CTA in the blog.

Once you’ve got your blog up and running, make sure you update it regularly. Aim for at least 2 blogs per week. Talk to your small business customers and find out what they’d like to read about, so that the content you’re creating always has value. Bring in writers from around the bank – you’d be surprised how many people are enthusiastic about blogging, and in this way you’re introducing your colleagues to your customers.

Keep your blogs short, sharp and engaging, focusing on what people need to know. Then ask your SEO experts what the website traffic’s been like since the blog was launched – you’ll be pleasantly surprised!

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