In this Smart Social Report, our research team set out to answer the following questions about US and UK-based financial services brands: "What financial topics were brands posting about in the first quarter of 2018? What financial topics were customers Googling most often?" We then looked at the gap between the two to determine: what questions are customers asking that brands are not answering? To sum up the results: we found the information that people were seeking was very different than the information that finserv brands were providing. This gap signals a need for marketers to pay attention to search trends to ensure the content they put out matches knowledge demand from their customers.
Download the report to find out what brands should be posting about on social based on Google search data.