May 18, 2022

Today on 3-Minute Marketing, I have the great pleasure of chatting with Bob Armour. He's currently CMO at M1 Finance, a leading all-in-one money management platform that helps self-directed investors achieve long-term financial wellness. Prior to M1, Bob has had an extensive career in the financial services space, heading up marketing efforts for notable financial brands like Jellyvision & Guaranteed Rate. Bob came to share his wisdom on one of the biggest challenges facing any CMO or marketing leader: building trust and credibility with your market. Specifically, I wanted to learn from Bob, "How can you use your website to build trust?"

Show notes:

1. Can you demonstrate "heft"? Is what you say you can do actually being accomplished by lots of other customers like them?

2. Use data to back up your narrative: how many clients do you have? Assets under management? Reference real numbers.

3. Satisfy the left side of someone's brain ("Is this right? Can they do what they say they can do?") and the right side of someone's brain ("Do they help people like me?")

4. Testimonials and success stories help your potential customers walk in your current customers' shoes.

5. Surprise and delight your customers — without any fanfare, send your long-term clients little gifts like swag. While you could offer money, sending little gifts to say "thank you" drives more social sharing and customer excitement.

6. Get in the trenches as a marketing leader — look for conversations about your brand online and engage in them. The story this tells to consumers is, "This is a company that cares, I might want to check them out!"