For those of us in the financial services industry, we’re smack dab in the middle of the three-way intersection between trends in technology, finance, and marketing.
Paying attention to these trends and learning which ones to embrace is critical to your success, regardless of whether you are the new firm on the block or the seasoned and mature practice in your community.
The list below highlights some of the most popular trends you should pay attention to in the upcoming year.
Trend # 1: Authentic Storytelling
Successful marketers use storytelling as a tool to emotionally connect to consumers, but in today’s AI-driven world, that storytelling needs to be personalized. Stories have a way of grabbing our attention, and when the narrative resonates with you through personal connection or interaction it can influence your behavior. While authenticity remains important for creating genuine conversations and connections, consumers now expect raw or real stories from brands that feature real people. When you showcase a brand and use storytelling to communicate values and purpose, it humanizes your brand and creates a personalized experience.
If you think about your own brand and content strategy: How do you tell your story to your clients? Are you sharing stories that reflect the firm’s values in your outreach efforts?
Consider how a story from another brand or possible competitor of yours resonates with you. Perhaps, ask your best clients why they chose you as their financial advisor. There is likely a story you told that resonated with them and could also resonate with someone else.
At the end of the day, successful client relationships are built on trust and understanding. Trust and relationship building are vital in sensitive industries like financial services, so collecting and sharing feedback from your clients will continually be an emphasis and should be a priority. Take the time to get to know your clients, understand their individual goals and aspirations, and provide them with the personalized support they need.
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