What do financial services companies have to do with B2B social influencers? Financial services companies are serious, pragmatic and risk-averse. Influencers, on the other hand, are erratic, upbeat and playful. So, what is the connection then? Both try to win clients over who might be interested in their products or services. For the social influencers, this means getting views on their videos or active followers who like or comment regularly. Financial services companies are looking for clients who they can offer their services. In this growing digital age, brands can attract potential clients online and retain them. But why do influencers achieve better results on social media than financial services companies? What are they doing differently?

finance sector

Social influencers are better at producing great content.

First of all, B2B social influencers are more present on different channels. They post a lot of content that interests their target audience. Of course, it is more difficult to reach the very specific target group of financial companies. Influencers usually have a younger target group who use social media more often. But they are also very adaptable and follow a lot of current trends. They know how to change up their content to engage their followers. Especially in the financial sector, it is very important that the complicated, dry information is packaged in such a way that it becomes exciting content. First of all, you have to find the right platform. Twitter, Facebook and LinkedIn are particularly suitable for this.”2019 is going to be the year of LinkedIn.”, says Gary Vaynerchuk, business speaker and CEO of VaynerMedia. “My biggest advice for you is to publish an enormous amount of content on LinkedIn every day.” Financial services companies have to consider which posts the target group is interested in, which in most cases do not come from a financial background. They have to break down difficult explanations and produce content that is easy to grasp and engaging.



One possibility is to give tips on various topics or to create content that is instructive and offers added value. If you look at LinkedIn influencers, you can see that although many things have a professional background, they are still interesting for others who are not from the sector. Satya Nadella (CEO of Microsoft), for example, posts a lot of video content that illustrates information very well. In addition, he shares many articles which inform about news from the company and the tech industry. Another example is Brian Solis, B2B social influencer on Twitter. He shares a lot of business and motivation tips.

Creating a sense of community is key.

The second and most important point is that B2B social influencers have huge communities. They have loyal followers who are interested in their content and who want to communicate with them. Influencers have high engagement rates and always try to interact with their communities. The followers want to know more about them. They are waiting for their next post and they eagerly await updates on their lives. It is therefore important that financial services learn from this and try and make their posts as interesting and engaging as possible. It’s better that a viewer will take lots of information from less dense video than little information from a super complex video. This is for a couple reasons:

  1. The viewer would have engaged more with the video and is more likely to understand the core message you are trying to get across.
  2. If they found it interesting then they are more likely to come back for more of your content (thus creating a multiplier effect on the information consumed).

You want your clients to be eagerly waiting for news updates and changes so they subscribe/follow your social network pages.

The best way to do this is to be transparent and to reveal things about the company. For example, you can post team updates and videos of you at work together. People feel attracted to other people and what’s more inhuman than a faceless financial company? Storytelling is another important point. People lap up stories. Furthermore, stories are the best way to help people retain information. Bill Gates, for example, is very personal on LinkedIn and Twitter. He shares with his followers what he has learned at work and in his life to provide food for thought for others. On LinkedIn, for example, he also shared a list of books he read last year. So, he offers his followers content that inspires them and from which they can learn. The most important thing, however, is to maintain the community, provide them with regular content and interact with them.

social media usage

Ask for Feedback.

It is also important to pay attention to the feedback culture. Most B2B social influencers know their own community very well and know which content they like. They observe the engagement rates on posts and know exactly which type of posts get the most likes and comments. What is much more exciting, is that we are seeing social influencers ask their followers what content they would like to see next. Not only does this make your job as a content creator much easier as you don’t have to make a decision on the content subject but also raises engagement with comments. This works because of the relationships described above between B2B social influencers and their community. It’s like asking a good friend for advice. Your friend is always happy to help and to give feedback because they have an emotional investment in you. So why not be as open-minded as an B2B social influencer and ask clients and followers what they would like to know about the company and what kind of posts they would like to see on social networks?

Development in the future.

We hope you can see that financial companies can learn a lot from B2B social influencers when using social platforms. Nowadays it is more important than ever to know your customers and followers, what they are interested in and how to best prepare the content for them. It is helpful to involve the community more and to break down the barrier to them. You have to show them that you are not only a serious financial company but also that there are people behind it who are sympathetic and open-minded. It is important to understand this because it will be more important in the future to be present in social media. The people who have grown up with social media are getting older and older and become a target group with purchasing power. If they don’t want to miss them, they should keep an eye on the activities of the B2B social influencers and learn from them.


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