Humanising your brand: The power of authenticity in B2B financial marketing
Humans have, and always will, lie at the heart of every B2B buying process. While relationships may no longer be formed at fancy dinners and golf outings, B2B businesses can still create authentic connections.
This is especially true in the financial services and fintech sector, which hasn't always been known for its warm tone. But now, (thankfully) financial services are beginning to embrace a more human and authentic voice. Yes, it’s a serious topic, but people still want to get advice, ideas, and services from real people they can trust.
So, if you want to create content that sounds sincerely helpful and approachable, not robotic and sales-y, keep reading.👇
The shift to authenticity in B2B financial services
There’s a rising appreciation for content with personality across all B2Bs—and we’re here for it👏. But it’s a bit of a change for the industry. B2B has traditionally led with corporate, formal, and frankly, stuffy language.
So, what’s causing this change?
B2C brands have been using a more human tone for a while to engage (and we’ve all got used to that)
We crave helpful conversations (not glorified sales pitches)
There’s also a new demographic of decision-makers and influencers
More on this last point… Those now stepping up are used to digital media and prefer content that’s informative but also engaging and relatable.
That being said, we appreciate that many financial services organisations may feel sceptical. The sector needs to be seen as professional and trust-worthy. It’s about striking a balance.
Ingredients for authentic B2B content
With all the options that today’s B2B buyers have, you have to prove that you are in tune with your customers’ needs and interests. According to McKinsey, 71% expect companies to provide personalised experiences, and 76% get frustrated when it doesn’t happen.
So how *exactly* do you get it right?
Well, we think authentic messaging in B2B marketing hinges on three core elements: honesty, relatability, and consistency. Here’s why:
Honesty 👐
It’s all about being straightforward, transparent, and avoiding exaggerated claims. We instinctively sense when one part is missing, claims are too bold, information is held back, etc.
In practice: For instance, if your solution incorporates AI, openly discuss the potential risks and the ‘black box’ issue, rather than only showcasing the upsides. This is something resource management software provider Retain does really well:
Relatability 🔗
Connect with your audience on a human level by using language and stories that resonate with their experiences and needs.
In practice: Share case studies that mirror the challenges and triumphs of your target audience. These should be told in a conversational tone, without overcomplicating it. Another way to achieve relatability is through a sprinkling of humour like Clari captures so well in this example below.
Consistency 🔁
Maintain a consistent tone and message across all communication channels to ensure that the brand is easily recognisable and reliable.
In practice: Whether it's an email campaign, social media post, or a white paper, the tone remains approachable and professional. For example, a consistent use of simple, jargon-free language in a financial firm’s blog posts, social media updates, and client newsletters reinforces the commitment to clear and accessible communication.
A great example of this is TD Bank’s ‘Unexpectedly Human’ brand campaign, which showed how the bank prioritises modern convenience and customer centricity for local communities and small businesses.
As Pat McLean, CMO at TD Bank said; "At TD, we pride ourselves on delivering customized, seamless experiences that feel local and authentic”... “not only are we vowing to treat you as a person, but we're committed to delivering an incredible experience, each and every time.”
To sum it up: Combined, these elements create messaging that’s authentic and deeply engaging. You’re no longer another provider, you’re one they can relate to. Although this level of attention to detail can take a bit of work, the resulting engagement is more than worth it.
Overcoming the jargon barrier
It goes without saying, the financial services sector is complex—there’s no doubt about that and acronyms are everywhere! 🤪 But, when done well, content can be technical without being dull. The aim then, is to share value while simplifying complex terminology. In short, make it easy for people to quickly digest the information.
Here are a handful of examples:
Acronyms in full: You only need to do this once at the start of a message and can abbreviate hereon in. There are so many that they can overlap. Don’t assume they know or remember. OR, if you know your audience will understand an acronym (FCA anyone?) then there may be no need to write it out in full at all.
Customer-centric language: Focus on how the technical aspects benefit the client, and write how you speak. For example, instead of detailing the complexities of blockchain technology, focus on how it takes the headache out of security challenges.
Visual aids: Use diagrams, charts, and infographics to convey information visually. Imagery doesn’t strike as unprofessional – it’s important to reach people with different learning preferences. (Google loves original imagery too.)
Educational content: We’ve said it before, but we’ll say it again—educate your audience. Make the complex easy to understand and accessible. Demonstrate how your approach or solution works in digestible steps.
The bottom line: Avoid jargon as much as possible. Talk like a human being. You’re not here to show how smart you are—you’re here to give insights and knowledge.
Next up, let’s look at how the three pillars of authentic content we touched on earlier play out as best practices. 👇
Best practices for creating authentic B2B content
Although it’s clearer than ever that we’re living in a digital-first world, digital doesn’t mean non-human. In fact, for 2024, buyers will crave more authentic and human experiences.
Here are some practical tips to explain what we mean:
✅️ Know your audience:
It goes without saying, but you really do need to understand who you are talking to. For this, it’s about going back to the basics and conducting research to grasp their needs, challenges, and language. Then, use this to tailor your messaging.
Example: If your primary audience is small business owners, focus on how your solution can alleviate their unique financial challenges and boost growth plans.
✅️ Be true to your brand voice:
Your brand's voice should reflect its values (and personality). Whether it's professional, friendly, or innovative, ensure that your content aligns with these.
Example: If your brand values transparency, consistently communicate in a clear, straightforward manner – avoiding any form of ambiguity.
✅️ Show, don't just tell:
Use concrete examples and real-world examples to demonstrate your points. This approach helps in painting a clearer picture for your audience.
Example: Instead of just stating the benefits of a particular feature, illustrate its impact through a client's success story (case study).
✅️ Maintain consistency across channels:
Make sure that your authentic messaging is consistent across all platforms, whether it's your website, social media, or email newsletters.
Example: The tone and style used in your blog posts should be reflected in your social media updates and email campaigns. (For this reason, a lot of clients ask us to write all of these to ensure alignment.)
✅️ Monitor impact:
Track content performance across channels to see how it is impacting engagements, leads and revenue. And if you can, directly ask prospects and clients for feedback so you can adapt on the fly.
Example: Conduct surveys or ask where prospects found you. If they mention seeing your content (in a positive light), you know it is having a direct impact – even if your typical engagement metrics like click-through rates don’t seem to show it. Financial Services organisations often experience ‘secret stalkers’— they’re often a quiet, yet actively engaged community. So don’t be put off if LinkedIn likes are low. (They are still watching 👀)
As a final point worth mentioning; you can’t do authenticity half-heartedly. Because if you’re not in love with your own content, then we can guarantee your target audience won’t be feeling the love either.
Measuring the impact of your authentic voice
Of course, tracking and analysing the effectiveness of any marketing is crucial. And the impact of authentic messaging is no different. There are several metrics and tools that can help measure how well your messaging is landing, and allow you to tweak it:
#1. Engagement metrics:
Monitor how your audience interacts with your content—likes, shares, comments, and click-through rates.
⚙Tools: Social media analytics platforms, Google Analytics for website engagement, and email marketing software for newsletter interactions.
#2. Customer feedback:
Direct feedback from your audience is invaluable. Surveys, feedback forms, and direct customer interactions can provide qualitative insights.
⚙Tools: Online survey platforms like SurveyMonkey, feedback forms on your website, or direct communication channels like email and social media. Or just hop on a sales call and listen in.👂
#3. Conversion rates:
Measure how effective your authentic messaging is in converting prospects into clients or leading to desired actions.
⚙Tools: Google Analytics for tracking website conversions, CRM software for tracking sales conversions.
#4. Content performance:
Analyse which pieces of content are performing best. Look at views, time spent on page, and the quality of conversions.
⚙Tools: Content management systems with analytics features, Google Analytics for in-depth performance analysis.
#5. Repeat visits and customer retention:
Track the number of repeat visits and the retention rate of existing clients. This indicates the long-term impact of your messaging.
⚙Tools: Customer relationship management (CRM) systems and website analytics tools.
In short, regularly analysing these metrics means you get the complete lowdown on how your messaging resonates with your audience. Remember, the ultimate goal is to be memorable so that when they are ready to buy, they’ll think of you.😍
Standout with authentic B2B content
If financial services and fintech brands keep regurgitating the same stuffy content, guess what? There’s no differentiator. No reason to read or share your content. What you’ve said has been said before.
So, how do you differentiate?
Bring something unexpected to each piece of content. Give your readers a fresh look at a topic, use your own unique human tone of voice, or sprinkle in a little light humour.
Need a quick round-up of the key points? We’ve got you covered:
▶ The pillars for credibility: Honesty, relatability, and consistency in messaging build trust and reliability.
▶ Simplifying the complex: Breakthrough jargon with clear language, visuals, and educational content to make information accessible without losing value.
▶ Know your reader: Understand your audience’s needs and preferences to shape relevant, resonant messaging.
▶ Align with your brand identity: Ensure content reflects your brand’s values and personality for consistent recognition.
▶ Relatable, real-world examples: Demonstrate concepts with concrete examples and case studies to make content more understandable and impactful.
▶ Listen and evolve: Regularly monitor engagement, feedback, and performance to adapt messaging as needed.
▶ Human yet professional: Adopting an approachable, human tone while maintaining professionalism can significantly improve engagement.
If you like the sound of authentic content and are ready to do things a *little* differently, why not drop us a note? With over 25+ years B2B marketing experience, you'll have our support every step of the way. So let's chat, person to person, about what works best for you.
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