Saturday, 21 April 2018

Information and commentary for the small business banking industry

How blogs can help you find new customers

21 Oct

When it comes to content marketing, all too often banks fail to realize the potential blogging has. Not only are you constantly engaging your audience, but blogs are great for boosting brand awareness – they keep your brand front-of-mind, and increase your prospects.

The thing about blogging is that you can lend it your own personal voice, and add a human touch to your banking content. A blog is something that lets your personality shine through. People often prefer to do business with banks where they feel they have a personal connection. And it’s easily shared across your social media platforms, as well as by others.

It’s also a good way to keep your content fresh and ticking over. If you post a blog 2 or 3 times a week, you’re giving your customers a reason to visit your website often, where they can also see what new packages and financial tools you might have on offer.

The blogging basics

Blogging’s easy and fun. You don’t have to be a literary whiz to create a star blog; in fact, most people prefer an entertaining read that lets them know what you’ve been up to, what new products are coming out and what events you might be at.

So when you’re creating your blog, the following will help it stay geared to increasing your audience:

  • Regular, frequent blogs that tick both the quality and quantity boxes. They should be quite short – around 500 words is standard. Try to aim for a couple of new blogs per week. If you post new content frequently, you encourage customers to come back and bring friends with them. Commitment is important. If people visit your site and see a blog dated July 2015, and the one before that 15 March 2012, they’ll switch off.
  • Make use of CTAs. It stands for Call To Action and it means including something extra in your blog for customers to click on. It could be a sidebar or an image – anything that’s clickable and encourages your audience to stay on your site. For example, if you’re blogging about an event where you’ve promoted a new product, you might have a special on that particular product that’s a CTA in the blog.
  • Make use of images – you know what they say – a picture’s worth a thousand words. What it’s really doing is making your content more visually attractive. It can be intimidating for your audience to wade through swathes of text, so break it up with images.

Blogs should be informative, easy to read, and entertaining. It’s a reflection of the bank and its business. Obviously, you’ll want to focus on your financial solutions, but don’t restrict yourself. Write about events you’ve attended (especially if you’ve featured prominently), and community involvement. Remember that people feel more comfortable with a bank if they have more of a personal connection. So avoid formality and engage with your audience on a personal level.

Here at TSBC, we can offer you regular, informative, entertaining and relevant blogs for your website. Contact us on 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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