The opinions of the entrepreneur are expressed.
Does it really break your company to build the reliability of your company?
Many financial services want to see as industrial leaders. They publish articles, talk at conferences and engage in media interviews – but their efforts are often unable to create meaningful work results. Why? Instead of giving valuable insights, they fall into the trap of self-introduction. Studies show that when it is over, it is often considered as a predominant as inauthentic and even “crunch.”
According to Harvard Business Research “Self-promotional dangers“People are consistently assessing how others react to their way of promoting themselves. This is about to tell why the company’s potential customers trust the company.
Related: Own your expertise – 13 ways to lift your opinion management
The difference between thinking management and self-introduction
Very often, financial firms, successes, end suggestions or industrial programs, platforms. However, effective thinking is due to not to provide sales, value and security. Here’s the difference:
-
Thought management: Provides industry concepts, explains trends and offers expert analysis of audience. Helps potential customers to solve a problem or see a problem from a new perspective.
-
Self-introduction: Focusing on society achievements, rewards or firm the industry is the best of industry – without suggesting the meaningful concepts benefiting the audience.
The main difference? Thinking guidance trusts. Self introduction contains it.
Real World Example
Double services, a company specializing in captive insurance consulting, has faced a problem with a very familiar problem in many financial services: a complex industry needs to be confident. Enterprises were not familiar with captivity insurance, and CIC was needed to educate potential customers while self-establishing as a specialist.
Partner instead of making bold claims about traditional advertising or practice Fletcher Marketing Communication Build a leading campaign of strategic thinking. What worked in work:
-
Strategic Media Broadcasting: CIC has developed a targeted press set on accounting and business-oriented media that offers the contents of the captured insurance.
-
Articles by: Instead of making the CIC services, the company wrote deep articles about industrial trends and risk management strategies, placing the company as a reliable source.
-
Consistent creature in industrial media: By strategic placement in the upper industry centers, CIC has become a source for captive insurance concepts.
Results? With the existence of insurance premiums worth $ 65 million in the new captivity.
By focusing on education more than improving, CIC services have established confidence, reliability and a new job.
The power of verifier of third party
In today’s digital landscape, the reliability of third parties is stronger than ever. According to Entrepreneur Luisa Zhou95% of customers read before purchasing online reviews and review about half as much as individual recommendations. This principle is very applied to B2B financial services, as due to consumer products.
When a firm’s managers are shown in the best industrial publication, it serves as a intended approval. Potential customers see a prestigious source considers them as an authority, make their views and finally more likely to trust their services.
Related: The verification of third party is your secret weapon to close the deal
How to get the management of thought
This is the basic principles for the financial companies that think they think like industry leaders are:
1. Offer notions, not ads
-
“Instead of submitting the best risk management solutions to our company, say: “The biggest mistake companies do not appreciate the regulatory changes in risk management. Here’s how to stay ahead.”
-
Remove the company’s central language and pay attention to the wide problems and solutions of the industry.
2. Use the right platforms
-
Contribute guest articles to respectable financial and business publications.
-
Send original ideas in LinkedIn, where B2B decisions are engaged in industry content.
-
Safe-speaking icons in industrial conferences – to provide for your firm, not to provide value-managed education.
3. Hug the data and research
-
Use reliable statistics (as the learning of yourself from Harvard Business Review) to strengthen your validity.
-
Share the white documents that give real value to your ownership or audience.
4. It is possible in the media
- Journalists are always looking for expert sources. Build relationships with basic reporters covering financial services and be ready to provide concepted comments to industry news.
Related: How to develop your brand with the management of your brand
B2B does not need more self-introduction to financial services firms. They need better conversations – informing, informing, and those who are familiar with confidence. Firms covering real thinking will be those who attract media opportunities and eventually attracting the growth.
So ask the next article of your company, interview or linked to Linkedin: We value value or just preach ourselves? Answer will determine that your audience has seen your company as a secure industry leader or disguise of disguise.
