Banking Marketing Strategies

For customers looking to switch banks, open a new account or leverage a specific offering (an auto loan, for instance), search engines are usually one of the first research tools. Make sure you're showing up not only for broad terms, but also specific offerings (auto loans, personal loans, savings accounts, etc.)

How are your online reviews? A good local reputation is especially important for smaller regional/community banks, which customers may choose because they're looking for a more personal touch and local impact. Work with an expert partner to help improve things, if necessary.

Your website is possibly your most important branch—even though it isn't physical. That's because most of today's customer banking research starts online. Make sure your website is polished, inviting, fast and easy to use. Work in prominent calls to action to encourage lead generation and conversion.

In the community/regional banking world, competition is fierce. Before you start any new marketing efforts, it's wise to do a complete competitive audit. A professional digital marketing partner can even shed light on where competitors stand with their digital media and SEO activities, so you'll have a better shot at beating them out.

Banking has gone online, almost completely. In fact some banks are strictly digital—with no or few physical branches. Your competition offers easy, intuitive and convenient online banking and support options, so make sure you do, too. Beyond your digital banking offering, make sure your online marketing efforts are up to par (see the next step!).

Today, growing your banking business depends on a steady flow of online leads. But it's not just about getting them—you have to nurture them too. Work with an expert partner who can recommend tactics for every stage of the funnel: digital media to promote high-funnel content offers; rich online content to engage; and marketing automation (like emails and SMS) to convert.

Competing with the big banks can be tough. That's why you'll need a laser-targeted approach and strong, unique messaging. First get your brand positioning down in a way that differentiates you. Then use brand-friendly channels like connected TV, radio, social and online display to get your name out to the prospects who are most likely to become account holders.

With so many tactics—across traditional and digital channels—you'll need strong analytics in place to determine what's working and how to optimize your marketing over time. It's not just about the final conversion point; work with an expert partner to implement multi-touch attribution, so you can get the true, full picture.