If you want your finance content marketing to convert, then reviews are a great way to go.
Reviews from credible, third-party websites can significantly improve your financial website’s conversion rate – in some cases by up to 270%.
Testimonials are essential on a financial adviser’s website, certainly. However, third-party reviews add that extra reliability and authority to your brand.
After all, most people are skeptical when it comes to a company website: “They can write anything they want on there!” It’s a lot harder for them to think that when they see third-party reviews saying positive things about your finance service.
Google Reviews is a great place to start, but there are industry-specific ones for IFAs as well.
So, here are 5 ways for you to consider using reviews in your finance content marketing strategy:
#1 Bolster Your Website Credibility
If you are a financial adviser, you likely offer services such as estate planning, tax advice, inheritance tax advice and more. If you’re like most IFAs, then your financial website likely has a separate page dedicated to each service, as well.
This is where many financial advisers and finance firms miss a trick. They might well have a dedicated “testimonials” page, but what we’ve seen work more effectively is to use case studies, testimonials and reviews throughout the site.
So, on your wealth management page, for instance, you might include a client story or testimonial – ideally, with a picture of your client as well. You could also then “feed in” third party reviews on the page a bit further down – preferably those which mention the specific service on the page.
#2 Ignite Content Ideas
When you have reviews coming in from your customers or clients, this can be a great source of ideas for your finance content marketing. It can also provide valuable insight for your business strategy.
Perhaps their comments shed new light on an existing product or service you offer, allowing you to craft a new unique selling point.
Or, perhaps they identify a consumer need or pain point which you previously didn’t know about, and can now address.
#3 Commemorative Articles
If there’s one thing all people love, it’s a positive, heart-warming story.
The great thing about reviews is that they can provide great raw material for your blog, allowing you to tap into this human need whilst also subtly displaying your credentials.
For instance, suppose you are a financial adviser with a client – John and Mary. Suppose also that they wrote a guest piece or review about the amazing job you did with their estate planning.
Wouldn’t it be powerful to feature this prominently on your blog? You can then even push out this financial content marketing to your social channels, such as your LinkedIn or Twitter profiles.
#4 Video Content
People like to read, but they love to watch.
Video has been on the rise online, for a while. It is set to increase in prominence in the near future, with no sign of the trend letting up.
Most IFAs fail to tap into this trend, partly due to fears of getting in front of the camera. The good news is, you don’t need to necessarily get in front of one – your clients can!
Let’s say you have a YouTube or Vimeo channel for your financial planning business. Next time you see your client, could you could ask them to have a video interview. You could then upload the content onto your channel, and even then embed it into your financial website.
#5 Print Signage
In some cases, you can consider using the visuals of third party reviews on your signage.
You see this often in other industries – for instance, a restaurant might use the TrustPilot or TripAdviser stickers on their front doors.
In the financial word, you don’t have a restaurant, but you might well head up a stand at an expo, conference or seminar.
If you check the third party’s permissions, they might permit you to use their logo on your banners, stands and other offline marketing material.
Dangers To Avoid
With all that said, your finance content marketing needs to be careful when using third party reviews. Your reviews need to be credible – there can’t be any suspicion that they are fake, coerced or manipulated in any way.
People can usually detect this kind of disingenuous behaviour, and it only takes one person finding out to blow a huge hole in your brand reputation.
With your finance content marketing, you should also be careful when it comes to rights. If someone writes a review about you on a third party platform, for instance, that does not necessarily mean that you own the right to those words – using them however and wherever you please.
Some third party platforms will be fairly flexible in this respect, but others will charge a fee.