Our Logica Engagement IQ tool helps companies drill down on where they can better engage with their customers to build business. One component of the Engagement IQ is “Likeability.” Likeability is a composite score based on how companies are associated with the following attributes: smart, hip, thoughtful, secretive, arrogant, and dishonest.
When looking at how financial firms score on Likeability we see a few interesting trends. Financial services companies perform highest on smart (42%) and thoughtful (21%), while payment companies are more likely to be seen as hip (17%) compared to banks (8%) or brokerage firms (7%).
Not one of the negative attributes (arrogant, secretive, and dishonest) tend to stand out for financial services firms, but banks tend to score higher on these negative attributes than other industries, especially among Boomers.
Payment companies may have a natural edge when it comes to younger audiences with their mobile-first platforms, but there are a few ways banks and brokerage firms can improve their scores:
- Build a bridge to banking: Banks that have a payments platform or partnership should use/take advantage of consumers’ high engagement with those products as an opportunity to open the conversation about banking or brokerage products.
- For Boomers, who tend to have the lowest engagement with financial services, consider tailoring content to their life-stage or interests in order to increase readability and postability scores.
- In order to bolster engagement among Boomers, consider developing content specifically for them that is more relatable and meaningful in order to increase readability and postability scores.
- Play to your strengths: Banks and brokerage firms are most likely to be seen as smart. Communicate messages that emphasize innovation and demonstrate ways they are leading the industry.
Engagement is key for building strong brands. How does your Likeability come into play? Let us help you find out and build engagement to drive business growth.
Signs of Slowing Economy Continue to Mount
11 Most Read IRIS Articles of the Week!
3 Strategies to Feel More in Control of Your Investments in 2019
3 Life Insights From the Jeff and Mackenzie Bezos Divorce
Weekend Warriors: Ortho Regenerative Technologies Begins Final Animal Studies in Rotator Cuff Repair
Advisors: A New Way to Build Trust With Your Audience on Social Media
4 Tips to Get Over Your Fears of Being on Camera
Top 7 Questions To Identify Core Leadership Skills
How Technology Is Helping Clients Take a Bigger Role Than Ever
What Happens When Labour Gets Commoditized
Markets1 day ago
Long-Term Investors: The S&P 500 Is Not Your Friend. Here’s Why.
Development1 day ago
Again, and Again, and Again: The Way to Build a Great Advisory
Advisor Marketing1 day ago
How to Integrate a Robo-Advisor Offering on Your Website
Equities2 days ago
MIT Says 2019 the Year That Blockchain Goes Mainstream
Sales Strategy2 days ago
The “Polite” Prospect Can Be the Most Difficult Prospect
Human Performance2 days ago
6 Techniques to Close Deals Faster
Markets3 days ago
Is the Market Rising Due to the Lack of Bad News Screaming at Us?
Markets3 days ago
The Early Bird Sells too Soon