Perspectives: Marketing Insights You Can Use Right Now

How Banks Can Improve Social and Content Marketing: Part Two

Posted by Rick Hall and Laura Costello on Sep 09, 2016

A one-week snapshot of bank content marketing activity

Last week we posted that we were looking at the actual ‘what’ behind a random sampling of fifteen banks' social marketing efforts, specifically reviewing the industry's top used social media platforms: LinkedIn, Twitter, Facebook and YouTube.

As a refresh, the fifteen banks we observed were evenly divided into three segments:

  • Five traditional national and super regional US banks 
  • Five traditional community and regional US banks (generally under $10 billion in assets); and
  • Five non-traditional banks (virtual banks with no branches)

Again, we know this isn’t a scientific study (by the way, we don’t have dozens of interns around to surf sites and log activity – we did the work ourselves) and that the timing around Labor Day wasn’t picked for its height of social media activity levels. But even so, we found some trends that were at least interesting to us – and hopefully some of you as well.

So what did we observe from the social and content marketing efforts of 15 banks? 

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Topics: Bank Marketing, Inbound Marketing, Content Marketing, Bank Inbound Marketing, Banking and Financial Services

Why are 77% of marketers missing their revenue targets?

Posted by Bruce McMeekin on Jul 01, 2015

77% of marketers are not exceeding their revenue goals, according to a recent study by HubSpot.

No question, the focus of today’s marketing organizations is all about social media, SEO, Inbound Marketing, etc. Should it be? Of course. You cannot grow and thrive without it. But what is overlooked are the principles that those marketing disciplines are rooted in: the expertise of targeted Outbound marketing efforts. So should you shift to Outbound initiatives? Not necessarily. You need a balanced, integrated approach to become one of the 23% of marketers who are exceeding the revenue goals.

Here’s the issue—many marketers are using plans built solely around search engine marketing, social media, email marketing, or some other individual channel. Why? Because they’ve become intoxicated by the lure of astronomically high ROI claims, virtually meaningless when viewed outside the vacuum in which they are seen. This buzz has been generated by companies and people deeply invested in its success. These include companies that are still predominantly staffed by marketing automation solutions engineers, who are actually software wizards, not marketers. And all the talk isn’t limited to the marketing operations and automation folks who are making claims. There are also many strategic consulting firms and agencies that are doing the same, but they don’t have enough experience as practitioners to execute on the very recommendations they’re recommending to clients.

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Topics: Internet Marketing, Inbound Marketing, Content Marketing, Bank Inbound Marketing

Bank marketing: Is content marketing missing from your marketing plan?

Posted by Laura Costello on Oct 14, 2014

AmeriFirst increased sales 5% by marrying content marketing with their traditional relationship strategies. 

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Topics: Bank Marketing, Banks, Internet Marketing, Inbound Marketing, Content Marketing, improve response, Bank Inbound Marketing

Bank Marketing: 7 Tips to Improve Small Business Lead Generation

Posted by Bruce McMeekin on Aug 15, 2014

If you are a bank marketing professional, you no doubt understand what a challenge it is to convince small business owners and CFO's that it's time to switch banks. Even developing enough doubt in the mind of a small business owner about their current situation to consider meeting with your bank is a difficult task.

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Topics: Bank Marketing, Financial Marketing, Banks, strategy, improve response, Bank Inbound Marketing, offers, data

5 Reasons Why Banks Should Adopt An Inbound Marketing Program

Posted by Laura Costello on Apr 24, 2013

In 2013, most marketers have probably heard the term “inbound marketing,” but may not
have a solid idea of what it means and how it can help their organizations grow. In a sentence, inbound marketing involves creating and sharing objective, informative content designed to appeal to your ideal customer, which in turn attracts more qualified leads to your business and establishes a more targeted, relevant and personalized sales experience. It truly sounds like the ideal marketing solution! Yet, for a number of reasons, many banks and financial institutions have been slow to add inbound marketing to their existing marketing mix.

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Topics: Bank Marketing, Financial Marketing, Inbound Marketing, Bank Inbound Marketing