What tone of voice comes to mind when you think of your own brand? Formal and professional, clear and direct? Or perhaps conversational, playful and friendly? For SMEs and start-ups aiming to establish themselves, refreshing your communication strategy to be engaging and relatable is crucial for standing out and forming deep connections with your audience.
As a public relations agency, revitalising business communication is a key part of our work at Elliot & Co. And as part of our research, we’ve observed that many successful financial institutions are enhancing their PR strategies to better resonate with their customers.
These insights could be a game-changer for your SME or start-up.
💬Putting The Human Back In Communication
Technology in the financial space is undeniably valuable for understanding users’ preferences. However, applying strategically collected data requires a personal touch.
Customers want to have interactions that are tailor-made to their exact needs, ensuring their concerns are recognised and understood. In sensitive and complex financial matters, human experience and empathy are absolutely key to creating memorable interactions.
The language used is also shifting towards a more conversational tone, used in everyday dialogue rather than financial jargon. Additionally, communication mediums are shifting from cold emails to personalised chats and even videos.
🤝Creating Bonds Of Trust
Transparency and authenticity have become increasingly popular buzzwords, particularly as their significance resonates more deeply within the financial sector.
Providing clear information about services, fees, and business motives is essential for companies aiming to earn the trust of vigilant customers. Any perception of deceit can prompt customers to swiftly switch their allegiance to competitors.
📱The Power Of Social Media
Social media platforms such as LinkedIn, X (formerly Twitter), and even TikTok are more than just avenues to connect with friends and family — financial institutions use it to directly engage with their users too.
By fostering discussions on topics like investments, money management, and economic trends, financial companies can position themselves as thought leaders. This approach also humanises their brand, enhancing credibility and building deeper connections with their audience.
🤳Influencers Become Translators
When it comes to social media, companies in the financial sector, particularly SMEs and start-ups, are increasingly appreciating the potential of influencer marketing. Influencers not only foster genuine connections with customers, build trust, and raise brand awareness, but they also simplify complex fiscal concepts for the layperson.
Most importantly, their follower bases represent a new potential customer demographic compared to traditional methods.
✍️Making Communication Short, Sharp, And Simple
PR campaigns, particularly for financial companies, need to grab attention and make a lasting impression, especially in today’s information overload. Business messages must be clear and engaging to users.
Whether on social media or other platforms, the approach should be concise and memorable to ensure a distinct impact — otherwise, the content risks getting lost in the noise.
🔎Targeting The Ultimate Skeptics
Customers born between the late 1990s and early 2010s are now at the beginning stages of their financial journeys, making it essential to focus efforts on targeting these young adults.
However, it’s crucial to note that this demographic is highly discerning about misinformation and prioritises value over brand loyalty. Financial companies must prioritise integrity and honesty in all their communications to build trust effectively.
Furthermore, creativity is highly valued, as videos and memes enhance accessibility to financial literacy and create opportunities for engagement and dialogue.
At the heart of it all, financial institutions have shown openness to experimenting with new methods to directly connect with their customers. With the support of PR and agencies like Elliot & Co., this sector can achieve further success by embracing honesty, humility, and humanity.
