Developing a Digital Strategy to Break Through the Clutter IBA Mega Conference May 3, 2018 Eric Cook, MBA

Transcription

1 Developing a Digital Strategy to Break Through the Clutter 2018 IBA Mega Conference May 3, 2018 Eric Cook, MBA

2 #IBAMega Banker For 15 Years MBA & Graduate School of Banking (GSB, Madison) Bank School Faculty Consultant Since 2007 Focused on Community Banking and Digital Marketing Contributing Author Digital Minds Co-Founder - DigitalRCP Let s Get Social About.Me/ECook 1

3 Key Items The Digital Dozen of Digital Marketing Overcoming the Facebook Apocalypse Building a Persona Hand s-on Exercise The Three Cs Creative Content Creation Wrap Up and Discussion 2

4 The Digital Dozen Setting a baseline on the key components of a digital strategy. 5

5 2 nd Edition on Amazon (DOWNLOAD PDF Chapters or on Amazon Kindle for FREE) 6

6 Developing a Digital Strategy? Visit PoweredByWSI.com/Whitepapers for large format PNG image! 7

7 The Digital Dozen Recap 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 8

8 1. Competitor Analysis Understand what others are doing 9

9 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 10

10 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, longtail, 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 11

11 Compare Your Indexed Pages Go to Google then 12

12 What s the SERP Say? 13

13 Key Takeaway: Know what your competition is doing online and who your competition actually is. 14

14 2. Your Website Your digital branch is likely your busiest branch 15

15 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 16

16 Mobile Responsive is Standard Are You Responsive? 17

17 Then, Check Your Mobile Load Times How Fast Are You? 18

18 Key Discovery Questions Who is your audience? Buyer Persona ( What is the primary goal? Can t be everything Site architecture and flow Think about conversion funnels Copywriting and content plan (blogging?) SEO considerations to get found in search 19

19 Key Takeaway: Understand your audience and make sure that your site provides a good experience for mobile visitors 20

20 3. ecommerce Yes, even bankers sell stuff online 21

21 Some Tips to Consider 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 22

22 Key Takeaway: Check with your ecommerce vendors to ensure you can track and report activity correctly. 23

23 4. Content is King You need to start thinking like a publisher 24

24 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 25

25 Understand the Buyer s Journey 26

26 Ninja Tool: AnswerThePublic.com 27

27 Building a Persona Exercise To influence your customers, you need to know your customers first. 28

28 What s An Ideal Customer Look Like? 29

29 Creative Content Creation Ways to source and create content that stands out and gets noticed. 30

30 Content Curation Ideas and Efficiency Think about your audience and what they want to know Find and share this information to help others My two favorites to get you started Flipboard and Buffer 31

31 Cool Tools and Apps Content sourcing and ideas Nuzzel, Fipboard, SmartBrief ( updates too), Zest (Chrome) Don t forget local and national news sites Image/video creation Buffer s Pablo Canva and Adobe Spark Lumen5 (videos from blogs) RelayThat Animoto Post scheduling and interaction Buffer Hootsuite Tweetdeck (part of Twitter now)

32 Key Takeaway: Appreciate the importance of educational and informative content don t just focus on bank products and services. Think like a publisher. 33

33 5. Social Media Using it for sales, marketing and reputation management 34

34 We do business with people we Know, Like and Trust. People prefer to do business with their banker, not just a bank. 35

35 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 36

36 This is NOT Relationship Building J L 37

37 Microsoft and LinkedIn Get Ready! 38

38 The Facebook Apocalypse Things are going to get even more difficult to get noticed. 39

39 Facebook s January 11 th Announcement 40

40 And Now This! #DeleteFacebook Resurgence of Google+? 41

41 Some Facebook Suggestions Think about using Groups to build a community Get better at advertising Consider using custom/lookalike audiences Leverage stories (also on Instagram) Use live video to build engagement 42

42 Watch Facebook s Focus on Video 43

43 Community Banking Videos 44

44 Some Live Video Tips Build anticipation for your live event and promote it Write a strong description Encourage comments and sharing during process (and interact with them) Remind participants of upcoming events (and how to follow you) Remember that some will watch it in replay Consider enhancing quality of your transmission External battery power, network/wifi signal, directional microphone, stability (tripod) Resource: 45

45 Key Takeaway: Start to give serious consideration to staff training and social empowerment if you ve not done so already. 46

46 6. Digital Advertising Sometimes you need to pay to play (or be seen) 47

47 48

48 The Power of Remarketing 49

49 Key Takeaway: Become comfortable with shifting advertising dollars away from traditional channels to build bank awareness. 50

50 7. Landing Pages It s about psychology, not technology 51

51 The Goal of a Landing Page $$$ 52

52 Some Landing Page 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 53

53 The Anatomy of a Good Landing Page 54

54 Key Takeaway: Stop sending visitors to regular web pages if you want them to increase the odds they ll become bank customers. 55

55 8. Search Engine Optimization (SEO) Does Google know you exist? 56

56 The Goal of a Search Engine Give users the most relevant and trustworthy results for a given search 57

57 The 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 58

58 59

59 Three Ways to Rank #1 Focus on your Content Find your niche and dive-in Spend time on your Title Tags and Meta Description ~55 characters for TT and up to 300 characters for MD Needs to be appealing and building curiousity Use Google Search Console! Google will help you figure it out (for free) SEO Expert, Neil Patel 60

60 Key Takeaway: Respect the importance of regular, relevant, and helpful information to build your organic presence. 61

61 9. Mobile Devices They are everywhere! 62

62 The Impact of Mobile on Search In 2015 more searches were performed on a mobile device than on a desktop computer! Source: Google 63

63 64

64 Key Takeaway: Do you have a mobile solution in place that is able to take advantage the ad gap to capture and engage the mobile consumer? 65

65 10. Marketing Still the highest ROI of any digital strategy (crazy, I know!) 66

66 The ROI of Marketing For every $1 spent $12.90 via Social $19.71 via Display $22.38 via Search $39.40 via Source: Constant Contact 67

67 It Better Be Mobile Friendly! 75% of smartphone users are likely to delete an that is not mobile friendly! Source: Constant Contact 68

68 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 69

69 But Chatbots The Evolution of Customer Communication? Typical Engagement Rates Open Rate: 88% CTR: 56% Source: MailChimp and Neil Patel 70

70 Bonus: Free Chatbot Course Visit course.manychat.com 71

71 Key Takeaway: Reconsider the power of a properly segmented and categorized campaign to communicate to your audience on a regular basis (but learn about chatbots). 72

72 11. Marketing Automation This one may be new to you but it s taking hold 73

73 Marketing Automation Defined Technology designed to effectively market through multiple channels and automate the marketing process using customer segmentation, data integration and campaign management 74

74 Example Workflow Process 75

75 Working 24/7/365 Business Loan Retirement Planning Cash Management Home Mortgage Loan 76

76 Key Takeaway: Start with your most valuable service, understand the steps in the nurturing process, and then determine what you can automate to ensure nothing slips through the cracks. 77

77 12. Analytics You have to measure what you want to improve 78

78 Do You Recognize This Guy? 79

79 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! 80

80 You Can Tag Your URLs Quick Link: Your New Link: =Local-Radio&utm_medium=Banner&utm_campaign =Dream-Home&utm_Content=Picket-Fence 81

81 Then Track in Google (Analytics) 82

82 Key Takeaway Start with defining what you want to measure, why you want to measure it, and then determine where you can get the data. 83

83 The Digital Dozen Recap 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 84

84 I Hope You Enjoy Your Book! (DOWNLOAD on Amazon Kindle for FREE) 85

85 Let s Keep in Touch! Eric Cook eric@poweredbywsi.com PoweredByWSI.com/BES FreeWebinarWednesdays.com About.me/ecook 86

86 Bonus Section Video While not in the Digital Minds book, it s still important 87

87 Why Video? Because It Converts! Video can increase conversions on a landing page by as much as 80% (Unbounce) Using video on your home page can help increase conversion rates by 20% or more (ReelSEO) Video ad spending was $5.4 Billion in 2016, or 35% of total online spending (Break Media) After watching a video, 64% of of users are more likely to buy a product online (ComScore) 88

88 Remember, YouTube is a Search Engine 89

89 Some Common Search Phrases Mortgage Loans 53,400 Title Insurance 613,000 Credit Score - 390,000 90

90 Live Video Streaming It s Here! 91

91 Video on the GO! YouTube Coming Soon! 92

92 LinkedIn Joined the Video Club Did you notice this recent addition to the LinkedIn app? Not LIVE yet (but maybe soon) 93

93 Millennial Job Search Tool? 94

94 Look Where It Got Her! 95

95 Key Takeaway: While it can be intimidating, video is going to drive the next wave of social engagement and relationship building online. 96