Six Steps to Help You Connect with your Audience

Posted by Katie Pinabell

The path to increasing sales starts with effective customer and prospect engagement.

Here are six steps you can take to help understand and enhance connections with your audience, as recently published in MarTech Advisor by Bruce McMeekin, BKM Marketing’s Founder and CEO.


6 Steps to Understand and Connect With Your Audience

Understanding how brands can engage consumers is critical to success. Here are six steps marketers can take to help them understand and connect better with their audience, says, Bruce McMeekin, Founder and CEO, BKM Marketing.

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Topics: Bank Marketing, Direct Marketing

Find the perfect tech fit for your bank by asking vendors these 9 questions.

Posted by Megan Allinson

The rate of technology change facing Banks and Credit Unions today is unprecedented.  At the same time, the challenges facing prioritization for selecting from these solutions is more critical than ever before for the industry.  In a recently published article in International Banker: Find the Perfect Tech Fit for Your Bank by Asking Vendors These 9 Questions, BKM Marketing’s Managing Director of Banking and Financial Services, Rick Hall, looks at approaches to leverage an institution’s strategy to navigate this reality.

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Topics: Bank Marketing, Direct Marketing

Adopt an employee-first methodology during a bank merger

Posted by Megan Allinson

Federal regulators are becoming more and more receptive to large bank deals — bank merger approvals have sped up under the Trump administration. As the landscape resets to include larger combinations, the financial rationale is dependent upon combining institutions exploring and addressing the needs of all constituents impacted by these mergers.

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Topics: Bank Marketing, Direct Marketing

Before you get to the customer journey, understand the customer experience.

Posted by Rick Hall


“Customer journey” has already become one of financial marketing’s most popular buzzwords of the year. It seems you can’t have a conversation about banking, read a marketing strategy document or sit through a marketing presentation for senior management without hearing the term…along with disparate views as to what it means.

But here’s the problem with buzzwords: too many people spend more time bandying about a phrase like “customer journey” than doing the hard but fruitful work of actually deploying end-to-end initiatives to deliver the journey your customers desire. To really demonstrate your understanding of the customer journey, you have to dig in and be prepared to make some significant changes to the way your institution engages customers – across every channel they access.

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Topics: Bank Marketing

Bank Marketing: 5 steps to take now as you prepare for 2017

Posted by Rick Hall

Those turning leaves mean it’s planning season

On one hand, 2016 has flown by – early signs of leaves changing colors here in New England coupled with debates on the validity of the Farmer’s Almanac forecast for the upcoming winter. On the other hand, it is hard not to feel like the past 10 months have provided a grueling set of body blows to the industry: CFPB, phantom cross-selling, Fintech, tight margins and risk management. These realities paired with other priorities now need to be gathered and organized to make sense of where we go from here.

Welcome to strategic planning season.

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Topics: Bank Marketing

The newest internet sensation is...a credit card?

Posted by Rick Hall

During a week where the banking news cycle felt an awful lot like the current presidential campaign - with provocative coverage of items like the a cross-sell fiasco, calls for investigation and questions of who knew what and when did they know it - a really interesting, and potentially foreshadowing event took place in the industry.

It isn’t all that surprising that more negative stories commanded the headlines - as with the campaign - but this one caught our attention (and it wasn’t because of a cool Fintech rollout).

 

When was the last time a bank product flew off the shelf like the Chase Sapphire Reserve card?

We briefly highlighted the story in our most recent post highlighting the content marketing of 15 banks over a one-week period.  The card's popularity alone is newsworthy...but add to that the fact that Chase hasn't spent a dime on marketing the card. This really is a defining, viral 'gotta have one' moment for a bank product.

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Topics: Bank Marketing

How Banks Can Improve Social and Content Marketing: Part Two

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, Direct Marketing

Content Marketing in 2016: How Banks Can Improve Social and Content Marketing Efforts

You don't need to spend much time on social media these days to realize just how overwhelming it is to process the constant stream of new content. And with research showing the strong correlation between number of posts per month to increased web traffic, this trend is only continuing to grow.   

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Topics: Bank Marketing, Direct Marketing

Increasing Your Business's B2B Marketing Success Rate in 2016: Part 2

Posted by Grace McMeekin

BKM Marketing CEO Bruce McMeekin recently presented at the 2016 NEDMA conference to highlight the best approaches that B2B marketers can deploy to improve lead generation and sales.

This is the second post in a series of blogs that incorporate key tips based on business buying behavior.

Post 2: Fine-tuning your B2B Marketing Sucess Definition

Before you jump right in and start creating B2B marketing content, your results will be stronger if you first define the marketing goals that you are trying to achieve.

In this post, we will offer more insight to help effectively develop your own definition of B2B success. This simple four-step process is crucial to setting yourself up for B2B marketing success.

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Topics: Bank Marketing, Direct Marketing

Bank mergers: Key activities to make the deal successful.

Posted by Rick Hall

One of the areas that we noted in our annual outlook in January was the fact that all signs were pointing to an anticipated increase in the number of bank mergers in 2016. While most of the deals announced to date have been relatively small due to increased regulatory scrutiny on readiness in larger institutions, there does seem to be a growing undercurrent of activity. This arguably is driven more on seller motivation than buyer strategy. Regardless of the drivers, it appears to be a good opportunity for smaller buyers to make hay while their much larger competitors deal with meeting the demands of regulators in preparation for their next move.

So the mixed environment (which seems to have a few years of runway left) creates the need for those who are in the position to buy to take stock of some internal factors prior to jumping on the merger bandwagon. Here are a few thoughts to consider going forward.

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Topics: Bank Marketing

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