Saturday, 16 December 2017

Information and commentary for the small business banking industry

The importance of digital marketing

11 Nov

Searching for a bank – everyone’s online

When was the last time you saw someone pick up the actual, doorstop-heavy, physical version of the Yellow Pages? So long ago you probably can’t remember. It’s just not how people search for a bank – or any kind of business – anymore. And while the Yellow Pages has moved with the times and transferred itself to the internet, Google’s really the first place people go when searching for… well, anything.

If you want people to be able to easily find your bank, then having a clear digital marketing strategy in place is essential. Otherwise potential customers won’t know you exist. And this is true even if you’re a small-town bank in a place where businesses and families have known you for generations – if you’re not up with the times, they’ll consider taking their business elsewhere.

Getting the basics right

There are some fundamental aspects of a digital strategy that are important to get right straight out of the gate. If you don’t have someone in-house who can review, overhaul or re-implement this strategy, bite the bullet and pay for a professional – it’s an investment that will pay off.

  • A clear, easy-to-navigate and mobile-friendly website is the most important cog in the digital wheel. At all costs, avoid it looking like an online brochure. It should clearly lay out who you are, your culture, products and services, financial packages and contact details. Make sure it has good Search Engine Optimization (SEO) or it won’t be one of the top results in a Google search. Keep the site updated with fresh, dynamic content such as case studies, customer testimonials, infographics and blogs.
  • To get the most out of your website and drive as much traffic to it as possible, team it with a social media platform. Facebook is always a popular choice, and with over 1 billion users worldwide, it’s not hard to see why. LinkedIn’s also a good business-based choice. Social media allows you to engage with your customers on a personal level, which helps boost credibility – always essential for a bank. You also use it to encourage customers to visit your website so they can learn more about you and you can follow up on leads.
  • Find and implement a good customer database program. Use the leads you generate from social media and your website to create a database that captures as much information about your customers as possible. In this way you can track and analyze their behavior, making it easier to create promotions, products and services targeted to their needs.

It shouldn’t be suggested that a digital marketing strategy should completely take the place of traditional methods, but if banks don’t have one in place they’ll fall immediately behind the times and lose potential customers. Depending on what your target market looks like, you can team your digital strategy with other methods to maximize the amount of leads you’re getting.

Here at TSBC, we can offer you advice, tools and resources to help develop and enhance your digital presence. Contact us on sales@tsbc.com to find out how we can help you.


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Glen Senior
Glen is the founder and CEO of The Small Business Company, a New Zealand based agency that specialises in helping banks communicate with small businesses through content marketing. He has written a number of books on small business principles and is a sought after consultant and conference presenter.

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