This article was originally published to ABA Bank Marketing.
It’s hard to imagine a banking executive who doesn’t recognize the need to reel in younger customers. Doing so gives a financial institution the opportunity to engage consumers just as they’re beginning to build their wealth. Later in life, the thinking goes, they’ll be ready for more lucrative products (investments, retirement accounts, mortgages, life insurance, etc.), and in theory, these individuals will turn first to the institution where they already have a trusted relationship.
Why would a bank use emojis in its email subject lines? Mostly because it’s a smart content strategy.
Considering that consumers are using mobile and online channels for banking transactions most of the time, online outreach is critical for today’s banks. Using emojis is just one example of banks trying to refresh their content for today’s audience. It’s important for all financial marketers to take this approach — creating content that captivates, educates, and creates value for the target audience.
This article was originally posted to St. Louis Business Journal.
Gremlin Social, a St. Louis-based financial services social media management and compliance software firm, has been selected to participate in the startup accelerator of Jacksonville, Florida-based public company FIS.
In a Nutshell: In financial services, a key factor in converting a customer is the trust engendered in that customer through a positive relationship with a loan officer or other external-facing employee. Although social media engagement can help build that trust, the ability to sell financial products doesn’t necessarily translate into social media marketing skills. Institutions partnering with Gremlin Social gain a centralized platform for leveraging the social space. Through Gremlin Social, marketing professionals control social messaging, protect the organization from online missteps, and free loan officers and other direct sellers to generate a larger bottom line.
A “culture ambassador” is essentially a company cheerleader—someone who’s always engaged and enthusiastic about building, maintaining, and sharing an excellent culture within a workplace. Banks need culture ambassadors to show both potential customers and potential employees what separates them from the competition. After all, a bank’s culture goes beyond a logo, some standard messaging, and a service line. It’s about the brand personality.
Don’t settle for average.
In a world buzzing with content, precious few pieces stand out among the masses. Most are skimmed, skipped, and doomed to mediocrity. To ensure your bank’s content actually grabs readers’ attention, you need to check three important boxes. The content must be educational, digestible, and actionable.
Today’s consumers have a very short fuse when it comes to thinly veiled attempts to market products, services or brands. What they crave is authenticity. In fact, 86 percent of respondents in one study reported that authenticity is a major factor when they’re deciding which brands to support. When it comes to content, it’s time to ask what you can give, rather than what you can take.
At Gremlin Social, we think it’s important for our clients, partners, and other stakeholders to be able to put a face to a name. That’s why we like to do monthly employee spotlights! This month, we sat down with Joshua Schwartz, head of customer growth, to ask him a few questions about his experience at Gremlin.
As a financial institution, consumer trust is your currency, but building that trust (and converting it to sales) involves more than creating and deploying a few TV and radio ads. Rather, it’s about starting a two-way dialogue with your customers — and as we discussed in part one of our “Calculating Costs” series, your employees are the perfect conduit for doing just that.