10 digital advertising and marketing suggestions for banks and credit score unions to implement asap
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Whether it’s a global pandemic or unforeseen internal organizational changes, the best marketing plans can often deviate from course.
In the past few months, more than ever, our customers have changed their advertising campaigns and messaging. Even if the pandemic didn’t directly impact your business, it likely impacted your customers and members, your employees, and your communities. The challenge is to find the right balance between helping your current consumers, attracting new customers and members, and how best to recalibrate your marketing strategy in this ever-changing “new normal”.
Get Started Now – 10 Best Practices to Consider, Implement, and Manage
1. Check out the paid media campaigns that you have in the market. You should align with changes in your business strategy or goals and your messaging. Review your text, image, audio, and video ads. Update what you can and pause or remove ads that are no longer relevant.
2. Review your landing pages and calls to action. The new CTAs should be tailored to your current prospects or your customer journey.
3. Shift media consumption behavior. Audiences will see more video content through streaming services and connected television. A bigger audience means more ad space, but you need the video assets to use them efficiently. Out-of-home and transit channels have a smaller target group size.
4. Review your geographic targeting settings. Do you have campaigns with a broader geographic focus that should be scaled down due to travel restrictions?
5. Pay attention to your local listings for new reviews or questions. Some platforms have announced processing delays, so it’s important to respond as quickly as possible.
6. Use live functions on social media. Real-time updates connect you with your audience.
7. Use the Google My Business Posts feature. Here you will find current information and updates for the public. The new “Temporarily Closed” option is available and includes links to pandemic-related content.
8. Pay attention to different platforms, their rules for language and graphics in advertisements. For example, Facebook prohibits face mask ads and Google COVID-19 terms unless you have applied for and received whitelist status.
9. Make sure your phone support and live chat agents have updated information. Are you staffed to handle an increase in customer inquiries? Test chatbots with artificial intelligence (AI).
10. Review your website activity. Do visitors use your website search more often? If so, what are they looking for and how can you make the content more directly visible and easier to find? Create a report or dashboard that focuses on pandemic-related changes in activity. Below are some questions about your financial services website. The next section deals with improving the website.
So check your website for important improvements
Is your website accessible to customers and members with disabilities? Prior to the pandemic, people with disabilities may have visited a branch office to process financial transactions. However, with many branch lobbies now closed, it is more important than ever to have a website that complies with the ADA (Americans with Disabilities Act). Now is the time to check your website to make sure it is accessible to customers and members with hearing or visual impairments.
Have you set up a program to use our mobile app? Online and mobile have become indispensable banking services – however, some consumers can be intimidated by using an app. Make sure your financial organization shows customers and members how to use your digital tools and walk you step by step through the use of various features and emphasize the security of mobile banking. Consider using a scheduling feature on your website to better serve people who may need help using a mobile app, and to have customer and member services call and guide them through the features.
Do you have your own page for COVID-19 updates and communications? Consider creating a dedicated landing page focused on COVID-19 related news with links to other areas of your website. Add a link to the appropriate landing page on your home page to ensure users have quick access to all pandemic updates, support services and resources. Most importantly, make sure that your store closings, store hours, and other special services are correct and easy to find.
How can you get there quickly if you don’t have the option to open an account online? Consumers need a way to open accounts online. Gather your leadership teams to assess the gaps in your online account opening capabilities and advocate for the need to implement and / or optimize this critical source channel. If you’ve already got this functionality set up, check out the usability and experience to make sure it’s tailored for people who may not choose this channel as their first choice.
Do you position online and mobile banking as critical banking channels? Online and mobile banking have always been a great way for customers and members to monitor and manage their money – but many companies haven’t made digital engagement a priority. Online and mobile banking are no longer “nice-to-haves” – they have become “must-haves” so that people can deal with your company.
Absolute Website Essentials:
Make sure your website is responsive and the content encourages registration and use of these valuable banking channels.
The messages we deliver and the channels we use will keep shifting. The method and process of maximizing the value of the channels will not. Marketing is complex – that remains a reliable constant.
Let’s work together
We understand that you have a lot on your priority list and that you need to change frequently in the current environment. We would be happy to help you develop a structured and flexible game plan for orchestrating your website and your digital marketing strategies.