The Digital Dozen. 12 Key Strategies to Promote Your Bank Online Presented by: Eric Cook, MBA March 18, 2017

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1 The Digital Dozen 12 Key Strategies to Promote Your Bank Online Presented by: Eric Cook, MBA March 18, 2017

2 @EricCook #ICBALive17 Recovering Banker of 15 years MBA & 03 Graduate School of Banking (GSB, Madison) GSB and three other banking schools Digital Strategist Since 2007 with WSI Focused on Community Banking and Digital Marketing Two-Time Contributing Author Digital Minds Co-Founder Digital Risk Assessment via DigitalRCP.com Let s Get Social

3 First, the HOT Topic of the Day ADA / WCAG 2.0 website accessibility issues Helpful resources and ADA report Webinar information and recap/slides Don t be the next Target! Get a Free Report!

4 2 nd Edition on Amazon (DOWNLOAD on Amazon Kindle for FREE) Individual chapters also available online

5 Developing Your Digital Road Map

6 The Digital Dozen 1. Competitor Analysis 2. Your Website 3. ecommerce 4. Content is King 5. Social Media 6. Digital Advertising 7. Landing Pages 8. SEO 9. Mobile Devices 10. Marketing 11.Marketing Automation 12.Analytics Best Chapter! J

7 1. Competitor Analysis Understand what others are doing

8 Why Analyze the Competition? Your customers are likely analyzing YOU! Know how you stack up Better/worse/same? Define the data you want to collect Establish benchmarks for ongoing measurement

9 Understand the Data that Matters Website Domain age, reputation, web presence, quality of coding, design (mobile?), site speed, platform, W3C, navigation, content quality, freshness, sharability SEO Top ranking keywords, long-tail, short-tail, ranking, search volume, backlinks, pages Advertising Number of campaigns, ad copy used, targeted keywords, search volume, conversion strategies, CTAs, landing pages, offers Social Media Channels, content use, impact, visibility, engagement, creativity, conversions

10 Compare Your Indexed Pages Go to Google then

11 What s the SERP Say?

12 2. Your Website Your digital branch is likely your busiest branch

13 The Seven Steps to Success 1. Discovery 2. Budget 3. Planning 4. Design and Build 5. Test and Debug 6. Pre and Post Launch 7. Analyze and Improve

14 Mobile Responsive is Standard Are You?

15 Key Discovery Questions Who is your audience? Buyer Persona ( What is the primary goal? Can be everything Site architecture and flow Think about conversion funnels Copywriting and content plan (blogging?) SEO considerations

16 3. ecommerce Yes, even bankers can sell stuff online

17 Some Tips to Consider ecommerce For Banking: Online loan and deposit applications Leverage remarketing with ads to draw attention Generate interest using Monitor for abandonment rates (start without finish) Challenges with mcommerce capabilities Consider a different conversion process for mobile

18 4. Content is King You need to start thinking like a publisher

19 Creative Sources for Content Existing information Content inventory and see what s missing Update/replace outdated Improve the quality Can it be re-purposed Use it different ways Blogs, articles, whitepapers, infographics, videos, social posts Create new content DIY vs. assistance from the outside world Collect info from SMEs for someone else to produce Various types Original vs. curated Build a content calendar Consider the journey

20 Understand the Buyer s Journey

21 5. Social Media Using it for sales, marketing and reputation management

22 We do business with people we Know, Like and Trust. ~Me J Know me. Like me. Trust me.

23 Things to Keep In Mind Don t underestimate the power of social listening Focus on Quality > Quantity It takes time Value vs. viral Sharing on steroids Consider a 411 strategy Join the conversation Be consistent Seek to engage, not just to broadcast

24 Oh, And Please Stop Doing This J L

25 Awesome Apps For Distribution

26 6. Digital Advertising Sometimes you need to pay to play (or be seen)

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28 Advantages of Paid Advertising PPC (Pay Per Click) Quick and reliable traffic Achieved at a fixed cost Target hard to SEO terms Control click-throughs Insight into search trends Display (Banner Images) Build brand awareness Provides a lift to PPC (30%+) Remarketing options Site wide, shopping cart abandoner and Facebook

29 Ad Extensions Additional Info *Call extensions, sitelinks, reviews and more!

30 Numerous Display Networks

31 Understanding Remarketing

32 7. Landing Pages It s about psychology, not technology

33 The Headline Pulls em In Tips Keep it to one or two lines (max) Center your headline (but NOT the body copy) Make them big (and then make them BIGGER) Use a different font (just don t go overboard) Use Title Case (NOT ALL CAPS) Quotation marks helps to stand out Consider a sub-headline

34 Know Your Audience Persona Also Include: Goals, challenges, their story, etc. Gender: Female Age: Early to mid 40s Income: $4,000 - $5,000 per month Education: College degree Location: Metropolitan San Antonio area

35 Landing Page Flow

36 Hey Look A Conversion Funnel!

37 The Anatomy of a Good Landing Page

38 Other Best Practices Mobile Make sure it works on smaller devices Two-Step Opt-In There are some psychological benefits Target a Vertical You need to be focused, young Jedi Leverage Retargeting You ve been cookied! Incorporate Testimonials Provides assurance for buyers In the book 25 Point Landing Page Checklist

39 8. Search Engine Optimization (SEO) Does Google know you exist?

40 The Goal of a Search Engine Give users the most relevant and trustworthy results for a given search

41 Fundamentals Still Work Check your meta data and ensure it includes keywords and location (especially for local businesses like banks) Well-written/interesting content Good site structure is important

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43 Some Technical Considerations Review for good site structure (navigation) Assess the mobile experience Best practices for on-page optimization Use Page Titles and Descriptions Understand your sitemap and robot files Evaluate content for areas of expansion Fine tune any conversion opportunities

44 Reminder: Check Indexed Pages Don t STOP Google from finding your information!

45 Respect the N.A.P.

46 9. Mobile Devices They are everywhere!

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48 Do You Recognize the Opportunity?

49 Source: We Are Social SG Digital in the United States

50 Social Networking Activity More than half of the U.S. population uses social networks regularly, and Facebook continues to lead the market. But pay attention to mobile social networking, where Twitter, Instagram, Pinterest and Tumblr are all significant players. That s where the next phase of growth is happening. ~Debra Aho Williamson emarketer principal analyst

51 The Mobile Tipping Pont has Passed In 2015 more searches were performed on a mobile device than on a desktop computer! ~Google Source: Google

52 10. Marketing Still the highest ROI of any digital strategy (crazy, I know!)

53 The ROI of Marketing For every $1 spent Source: Constant Contact $12.90 via Social $19.71 via Display $22.38 via Search $39.40 via

54 It Better Be Mobile Friendly! 75% of smartphone users are likely to delete an that is not mobile friendly! Source: Constant Contact

55 Tips and Best Practices Segment your lists to help ensure relevancy Use short and concise subject lines Embrace the single column design (for mobile) Don t be afraid of white space Use larger fonts that make it easier to read Optimize imagery with ALT information Ensure any click-through pages are mobile ready (remember landing page tips too!) Don t forget CAN-SPAM requirements

56 11. Marketing Automation This one may be new to you but it s taking hold

57 Marketing Automation Defined Technology designed to effectively market through multiple channels and automate the marketing process using customer segmentation, data integration and campaign management

58 Example Workflow Process

59 Working 24/7/365 Business Loan Retirement Planning Cash Management Home Mortgage Loan

60 12. Analytics You have to measure what you want to improve

61 Do You Recognize This Guy?

62 Data is Everywhere Your Website Google Analytics Social Media Facebook Insights, Twitter Analytics, etc. Paid Search Click-through metrics, conversion analysis, call tracking, etc. These all REPORT data, but it s up to YOU to INTERPRET it and figure out what it actually means!

63 You Can Tag Your URLs Quick Link: Your New Link: localradio&utm_medium=banner&utm_content =picketfence&utm_campaign=home-loan

64 Then Track in Google Analytics

65 Don t Forget Your ebook! (DOWNLOAD on Amazon Kindle for FREE)

66 Let s Keep in Touch! Eric Cook eric@poweredbywsi.com PoweredByWSI.com/BES FreeWebinarWednesdays.com About.me/ecook