Friday, 18 August 2017

Information and commentary for the small business banking industry

Your bank’s website is an asset, not a brochure

16 Jun

It used to be that printed content was dominant when it came to marketing, and web content was only considered after all the printed material had been finalized. The website would then reflect that printed content, which is why some websites are viewed as ‘online brochures’.

For some businesses, this is fine. But for a B2B business – especially banks – falling into the online brochure trap can cause trouble. Your website should be a major marketing asset, one that’s dynamic, modern, makes use of social media platforms and seeks to consistently engage its audience.

A bank’s website is an extension of their culture, their products and services and their commitment to a great customer experience. And making sure their content is up to snuff doesn’t have to be a complicated process. All it takes is a commitment to ensuring the website is dynamic and engaging, and there are some basic, easy factors to check when reviewing online content.

Four basic tips for B2B websites

  • Up-to-date content – your website is the first place customers will go when they’re searching for a bank. So it’s really important that all your information is accurate, especially before launching social media campaign.
  • Be clear in your offerings – on both your homepage and your Products & Services sections, clearly state what you do and how it can benefit the banks’ customers. Try to avoid corporate jibber-jabber – even business clients find this off-putting. Take note of what your competitors are saying on their sites, and avoid sounding like a copycat – for example, make sure you’re not using the same stock images.
  • Focus on SEO – this is too important to ignore. Many successful businesses will tell you they owe a lot to SEO and that the time invested in it has paid off. People do online searches using keywords – that’s the long and the short of it. So make sure that your content is optimized for SEO, and if you don’t have someone in-house who can handle it, get a professional.
  • Get the basic content right – before you start building what’s known as ‘content wealth’ – white papers, case studies, infographics etc. – make sure your ‘bread and butter’ content is up-to-date and engaging. For a bank, you want to make sure you’ve got Products & Services, an FAQ, Tools & Resources, comprehensive Contacts pages and any client testimonials that are available.

As mentioned at the beginning, printed content used to be the key marketing tool. For many years now, it’s taken a backseat to web content, which is the best marketing asset you have. Getting the basics right when it comes to your website will help you increase your client base, communicate more clearly with your customers, and ensure that you’re easily found when people are doing online searches.

Here at TSBC, we’re the content marketing experts, with a whole range of solutions including a complete Small Business Resource Centre. Contact us on www.tsbc.com/contact 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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