Tuesday Tips – Six Ways Financial Services Firms Can Better Promote Themselves Online

by on Jan 24, 2012

altEvery Tuesday, Corporate Insight releases recommendations to help financial services firms improve a key aspect of the online user experience. Recommendations are taken directly from our Monitor Reports and Consulting Services research, which cover the banking, brokerage, credit card, asset management and insurance industries.

This week’s recommendations come from our Annuity Monitor report titled Firm Promotional Materials: How Firms Advertise Themselves on the Public Site and focus on ways firms can better promote themselves online:

Make company information easy to locate from the public homepage – Offering a clearly labeled menu tab or quicklink on the public homepage is the best way to direct prospective investors to company information and self-promotional resources. Savvy investors are concerned with the overall health and financial standing of the company with which they choose to invest, so providing them with multiple access points that diminish excess navigation is considered a best practice.

Disclose company financials and strength ratings on overview pages – Companies that are rated by the major ratings agencies – Moody’s, S&P;, Fitch Ratings and A.M. Best – have an opportunity to highlight their financial strength on their public website. These ratings, along with key company financial information, such as total assets and liabilities, are essential indicators of the firm’s solvency, and should be disclosed within each firm’s company information or About Us pages.

Provide a historical timeline and company overview – Thorough company overviews and profiles provide prospective users with a sense of assurance by highlighting the years of experience they have with their customers. A historical timeline offers a snapshot of all the milestones and achievements that define a company’s modern reputation, in an easy to read and attractive manner.

Utilize multimedia video to highlight testimonials and advertising – Access to a range of multimedia resources and videos that allow firms to present their company in an engaging way is considered best practice. Video can be used to feature client testimonials, executive communications or even to provide access to the firm’s television commercials and other advertising videos – all in an effort to spice up the firm’s promotional resources.

Offer pages that highlight community activism and sponsorships – Volunteer activities and corporate sponsorships are great ways to promote a firm while doing some good in the community. Firms should post pages devoted to their philanthropic and sponsorship activities so that users are aware of the various ways in which a firm “gives back.”

Provide information about company executives – “Executive” communications are a great way to add sentimentality and a personal feel in order to connect consumers and financial firms. A video featuring a firm’s CEO affords financial institutions a way to get their message across to consumers in a personal, but also engaging way. Top executives can be the figureheads of a firm that solidify relationships with clients and relay pertinent firm information.

For more information on our Monitor or Consulting services, contact Bob Burlin at 212-832-2002 x-115 or rburlin@corporateinsight.com.