Sunday, 22 July 2018

Information and commentary for the small business banking industry

Get customers clicking on you, not the funny cats

Competing with the funny cats

These days, it’s not just your competitors you’re vying with for audience attention. You’ve got to get your content noticed among all the “Funniest cat fails you’ll ever see!” videos, your customer’s Facebook friends, and headlines screaming Tom Cruise’s latest Scientology-related slip-up.

Getting your share of attention amongst all this online noise is a bigger challenge than it used to be. And when it comes to banking content, it’s even tougher to get customers clicking on you instead of the most recent “funny cats” video doing the rounds.

Turn headlines into click bait

The “headline” can be anything – a Facebook post, Tweet or email subject. Whatever you’re using to encourage people to click on your content needs to be bait.

  • Harness emotion – forget sensationalist headlines, they’ll make you look like a tabloid. If you can tap into basic human psychology by exploiting emotions such as fear or greed, you’ll get people clicking on you. For example: “5 reasons why the new credit card means more bang for your buck!”
  • Relevance – online audiences are exposed to hundreds of brand messages every day. Yours needs to be relevant to your brand, the message you’re trying to get across and to the target audience you’re trying to reach.
  • Make it irresistible – the goal is to get readers thinking “I have to read this!” and then clicking on it without further ado.

Using images as click bait

A compelling image is a good way to arouse curiosity. You can use them to not only get customers clicking on your content, but also to generate sentiment while they’re there. As long as it’s consistent with your brand and your message, then be brave and use images that are provocative or sentimental.

For example, if the bank’s working with a local charity like the SPCA – you might be providing some sponsorship for a fund-raising event – then images of some of the in-need-of-a-home animals wearing your bank’s colours will elicit sentiment while drawing attention to your brand.

If there’s someone on your team who’s good at commercial art – like cartoons – then harness that ability. You’ll have content that no-one else does, especially if you can include a relevant cartoon message to go with that of the main article.

Find and refine your ‘voice’

One of the best ways to get customers returning to check out your content on a regular basis is to give that content a ‘voice’ that’s uniquely ‘you’. Whether it’s an irreverent humour, a penchant for witty catchphrases or a unique way of encouraging feedback, you need to establish your place in the world of content marketing by developing and utilising your own unique voice.

The great thing about the way content marketing’s headed is that it allows you to develop better and more personal relationships with your customers than before. You’re not just throwing stuff out there for them to read, you’re engaging them in conversation. So you need to define the way you ‘talk’.

And your conversation should be more interesting than the latest LOL KATZ video!

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