Some financial marketers may feel sluggish due to economic uncertainty. By focusing instead on six digital marketing fundamentals, they can drive brand and business growth, regardless of the economic forecast.
The changing economy is on everyone’s mind. As banks and credit unions reevaluate their marketing efforts, focusing on core areas of digital marketing can help financial brands weather tough economic times and best serve them when the forecast clears. can be brought into position.
Maintaining an effective presence requires a financial institution to achieve many victories in the vast landscape of the digital ecosystem. Intuitively reach and connect with consumers across platforms, channels and times to look, sound and feel. It’s complicated, but can be handled by breaking the process down into parts.
In short, banks and credit unions need six basic pillars to establish their brand and digital marketing. Financial brands that excel in these core areas should be able to reach their full potential and deliver a quality experience to their customers.
Treat these six pillars as both a challenge and a checklist to ensure your brand appears in the right channel, at the right time, and with the right message for each customer, every time.
When starting out, two things are most important to every financial institution’s digital marketing plan: a compelling brand story and the ability to measure success and gain valuable insights. If the foundation of your digital marketing is a house built on these six pillars, then your brand story and measurement methodology are the solid foundation on which everything else is built.
Brand Story
Once you’ve perfected your brand story, it’s time to tell that story across digital and social ecosystems. A modern marketing campaign is a confluence of touch points. For example, the same creative and copy will not work on social platforms, let alone other media. Every channel needs to optimize engagement for the exact moment consumers connect with your brand message.
Effectively telling your brand story can look, sound and feel slightly different on each digital and social channel, and needs to be adapted to how people consume content on each. Even if your brand is in the right place at the right time, it takes the right brand story and content that ultimately meets the specific financial need to connect and compel action.
A nuanced approach to your brand narrative keeps your brand consistent because your message is uniquely tailored to each moment.
Measurement + Attribution
How are you measuring effectiveness across individual platforms and across channels? Maximizing return on investment, or ROI, is essential to turning individual gains into bigger and better results. Optimizing spend in all its core elements is part of a successful digital marketing and media plan that understands the influence of each channel in bringing customers down the purchase funnel.
For example, a good CPC doesn’t mean you’ll automatically convert customers when they visit your site. Do you value the loyalty and retention generated through your organic social channels that lead to ongoing online and offline conversions? Attribution should consider every channel and strategy.
When people convert from a funnel strategy, what they get may be influencer marketing, paid social advertising, or a search engine optimization (SEO) strategy. This strategic thinking recognizes the integration of accurate measurement within a broader media mix to ultimately optimize every channel, for every opportunity.
Effective brand storytelling and measurement underpin the six pillars of digital marketing that financial institutions must excel at to get the best results from their marketing efforts. Here is a description of each of these pillars:
1. Smart SEO
According to a report by BrightEdge Research, nearly 70% of online experiences start with a search engine. SEO, in general, improves the quality of organic traffic to your website and web pages from search engines. For banks and credit unions, a strong SEO strategy ensures customers can find, learn more, invest and share. Visit their products online.
To ensure strong SEO, financial institutions need to understand and improve their “E-A-T”: Experience, Authority, and Trust. E-A-T has been Google’s approach in recent years to combat online misinformation.
Good E-A-T is especially important in the financial space, which Google considers “Your Money, Your Life” (YMYL) web pages. YMYL topics are anything that “could potentially affect a person’s future happiness, health, financial stability, or safety.” The money is literally in the name; Keeping content fresh and making changes is essential to any business SEO strategy. In general, YMYL sites have felt the effects of recent algorithm updates heavily, and this In the category, good E-A-T becomes incredibly important.
What is a “good E-A-T”? In essence, E-A-T asks whether the information provided through its website is the most accurate, reliable and expert on the subject. If the answer is “yes” according to Google Search Quality Rater guidelines, your site may rank higher than competitors with similar content. Google’s E-A-T continues to transform organic search and Google’s first page results.
Positive reviews are part of a good E-A-T as Google’s algorithm becomes more sophisticated at understanding valuable content for searchers. Google’s approach means brands must ensure their reviews are accurate, authentic and, most importantly, valuable to people searching online.
2. Strategic SEM
Search engine digital marketing(SEM) focuses on driving traffic to your website from paid advertising. Since 2020, spending on search advertising has increased dramatically. As banks and credit unions gain search visibility and traffic from competitors, they are investing in search exposure to ensure they are regularly visible to potential customers. This investment is part of creating a seamless search experience based on deep audience insights that speaks directly to consumers’ ever-changing intent for financial products and services.
For example, the Google Ads Performance Max format uses the power of artificial intelligence (AI) to advertise across all Google networks. Unlike other ad formats, Performance Max can unlock new insights into customer interactions with your brand and products. Performance Max is just one type of campaign within a strategic mix of paid media that can improve the quality of your traffic from search engines.
For more information, please visit Friday night funkin unblocked games 911.
