In recent years, financial fraud has been repeatedly banned, and there have been many forms of fraud. The sudden rise of financial live broadcasts has allowed criminals to seize the opportunity to start a new round of fraud, so how can consumers prevent such behavior? This requires financial anchors to conduct compliant marketing during live broadcasts, so the following four aspects need to be achieved.
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First, indicate the subject's qualifications.
At present, the main purpose of financial live broadcast is to attract users' attention and interest through live broadcast, provide purchase links in the live broadcast room or lead to offline, and promote users to place orders to purchase financial products. In this process, the anchor first needs to gain the trust of users. To gain the trust of users, the host needs to indicate his own organization and position, certificate of practice, and personal information such as the obtained honor certificate. In order to prevent users from distrusting, the host can put these information in a conspicuous position in the live broadcast room, or even hang it. Go to the official website of the agency and let users check it out. Through these operations, users can establish preliminary trust in the anchor.
Second, original live broadcast content.
With the rise of short videos, users have more choices. For financial live broadcasts to achieve a closed-loop sales, they first need to create original content, but these content needs to be created according to the specific needs of users. After all, most current live broadcast platforms recommend live content based on users' hobbies and tags. With original live broadcast content, financial live broadcast marketing has completed the first step-traffic import.
Third, be familiar with financial knowledge.
Different from ordinary merchandise delivery, financial products need one-to-one communication to effectively identify each person’s risk tolerance. With financial live streaming, the anchor cannot do the above content, so the anchor needs to have a strong financial professional Know how. The anchor can use some real cases to explain to the users. The case content includes the customer's age, economic conditions, risk preference, professional background, etc. With the help of the case content, users can understand financial knowledge and value, thereby realizing sales conversion.
Fourth, strictly observe the bottom line of compliance.
On October 28, 2020, the "Reminders on Preventing Risks Related to Financial Live Broadcasting" published on the official website of the China Banking and Insurance Regulatory Commission is mainly to solve the compliance problem of live broadcast subjects and live broadcast content. This is because the previous anchors illegally interpreted financial products, exaggerated the promotion of financial products, and did not inform users of the risks of financial products.
Therefore, the anchors in financial live marketing should have relevant certificates and sales qualifications, sell financial products with regulatory access or record, and the interpretation of financial products should be fair and objective.