Building trust with your clients is so important for any successful business, but none more so than the finance industry. Here, you not only have to instill trust in your services, but also in the fact that you will help them care for and grow their finances.

There are a number of ways financial firms can build trust, but one of the most effective is utilising great client content. Here are 5 ways you can use your online content to generate trust, in turn growing your client base.


1 – Put Your Clients First

It may sound obvious at first, but one of the most common content mistakes is focusing on your business rather than your audience. The most effective content marketing puts your clients at the centre. Take the time to consider their pain points and create content that helps to solve those problems. When you provide value, you naturally build a relationship with your audience, in turn creating a feeling of trust in your brand.


2 – Create Unique Content

Consider the businesses and brands that you personally trust the most. It is highly likely that they roll out a wide range of unique content, rather than the same information time and time again. Tackling new topics, and creating content that you don’t already have live on your site gives your audience a good reason to look out for your posts and to trust your business.


3 – Showcase your Industry Expertise

As a financial planner, you are an expert in what you do. Utilise your continent to showcase your knowledge, and highlight how you utilise it to directly help your clients. Remember, you don’t have to do it alone, use your internal resources to your advantage and pull the spotlight onto different employees. Part of being known as an industry expert is being someone your audience trusts.


4 – Be Authentic

While all client-facing content should be selling your services, there is a fine line between naturally building a connection, and pushing a relationship to simply make a sale. If your content appears forced then your audience will know that the main purpose is to sell them something – which will only drive them towards your competitors. You should incorporate the language and interests of your target audience, but only insofar as you can do it naturally. If it doesn’t directly relate to the topic at hand, you’re better off leaving it out.


5 – Be Transparent

Someone who is as upfront about their flaws, as they are their strengths will always be more trustworthy than someone who tries to hide various things away. The same can be said about businesses. You can set yourself apart from your competition by embracing honesty within your content. This doesn’t mean you need to detail every aspect of your business, but taking a little time to show where you still need to improve goes a long way to show your clients that they can trust what you say.


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