We live in a rapidly changing world where community, inclusion, connection, and sustainability are becoming as important as money. Technology has immensely changed the financial services industry and driven the growth of products and innovations we would never have imagined a decade ago. While brands must embrace these changes to stay relevant, maintaining a human touch has never been more important. Below are 5 tips to help small business marketers in the financial market to engage their audience. 

Humanize Technology

In a recent global consumer survey conducted by Deloitte on digital banking, people said they have a stronger connection with technology companies like Apple, Amazon, or Google than with their financial service providers.     But the financial services industry faces a different challenge. Technology has accentuated the distance between consumers and their financial service providers. As offices close and are being replaced by mobile apps and chatbots, most people cannot connect a face to their financial services institutions.   

Technology has brought the convenience many consumers desire, but it has come at the cost of human contact. At the same time, our Visual GPS data shows that consumers’ concerns about Artificial Intelligence (AI) and cybersecurity are growing: 4 in 10 people said AI makes them nervous. There is a recognized need for visual content showing the benefits of technology and working alongside humans. 

Don’t Pretend It’s Real

Reality and authenticity are hot topics in media and advertising, increasing in business. But it would be a mistake to call it a trend—it’s an ongoing story about long-old acceptance of our differences and a sense of empathy for how others experience the world. According to data from Visual GPS data, 68% of respondents indicated that it is important that the businesses they work with celebrate diversity of all kinds. Financial service providers must pay attention to authenticity in their communications or risk alienating current and potential customers. 

Individual Union

The values ​​that financial services marketing and financial services businesses want to communicate are no longer expressed through images and videos of powerful executives. It simply isn’t the type of content that people engage with or relate to. 

Use applicable day-to-day goals

“People-less” visual content was widely used by financial services brands in 2005 and continues today. This type of content allows businesses to express concepts that are difficult to visualize, such as risk, strategy, ownership, and law. However, it is important that “people-free” visual content preserves the human element by being something someone can easily relate to and recognize.

Incorporating these tips into your marketing strategy ensures you create content that generates customer engagement.