The calendar is about to turn to February so I feel it’s safe to post an “XYZ for 2015 post” now. I generally avoid these posts but after spending the past 18 months (give or take) working with financial services clients I noticed something.
I’m often asked for the short list of digital marketing tactics banks or credit unions (really any client in any industry) can do immediately to make a measurable impact. So here it is, the three bank and credit union digital marketing tactics you can start now and see a near immediate impact both to your loan and deposit numbers and awareness and perception in your community.
Leverage Paid Search Marketing for Your Bank or Credit Union
In my experience, about 1 in 3 regional banks or credit unions are actually leverage search marketing in the communities that they serve. That is entirely an unscientific stat and only based on my own observations of institutions I encounter and have relationships with.
Have a sponsored ad presence in your community for people who are seeking auto loans, home loans, checking and deposits is the single most affordable and common sense digital marketing tactic to acquire new loans and deposits. Access to online consumers who are showing intent to acquire what you have to offer is a no brainer. Not sure where to get started? Get In Touch.
Implement Remarketing On You Bank or Credit Union Website
Similar to leveraging search marketing, not using remarketing tags on your website homepage and deep at product level pages, means you are giving up an opportunity to market to someone who has shown a great level of interest in what you have to offer.
If you have a page on your website that is all about auto loans and includes the beginning of the application, why wouldn’t you seize the opportunity to continue to reach people who abandoned the application? It would be as if you had someone in your branch, filled out page one of the application and just walked away leaving you with no way to reach them anymore.
It’s nonsensical to not leverage it. It’s also very economical.
Use Paid Social Media Plus Your Bank or Credit Union’s Organic Efforts
Paid social media continues to mature and provide banks and credit unions a myriad options. The two things to set up right away are sponsoring your most important content and leveraging audiences.
Social Media, Sponsored Content in Financial Services
Hands down, content that is “recommended” by friends of friends on social media goes much further and putting a small budget behind your best content will help you reach further. I’ve written about the organic efforts behind social media and it’s role in influencing consumers regardless of demographic before. If you’re looking for a place to start, check out the Big List of Social Media Ideas for Banks and Credit Unions.
Social Media Audiences
Additionally, both Facebook and Twitter’s audience capacity allows an even more dynamic remarketing experience than what’s available from Google, layering in the social validation component for those who are interacting with your brand online.
Digital Marketing With Little Investment
What’s great about all three tactics is that you control the investment and none of them are cost prohibitive to get started. Test your way into the waters and optimize as you go. The key, is to make sure you regional bank or credit union is present in the right place online and on the go in 2015.