On the Banks of Ann Arbor The riveting tale of a bank with a successful online marketing campaign.
On the Banks of Ann Arbor Setting the Stage <ul><li>Background Information </li></ul><ul><li>If you think Batman was misunderstood, try being a bank in Michigan. With the nation’s highest unemployment rate, receding incomes, and the recent financial crisis, Michiganders are finding it difficult to trust banks for their products and services. This is where our story begins… </li></ul><ul><li>Main Character: Bank of Ann Arbor; a bank with great products and services trying to it show clients, both current and potential, that it can be trusted to provide useful and ethical financial products and services. </li></ul><ul><li>The Dilemma: How can Bank of Ann Arbor overcome the general climate of dislike towards banks, make people more aware of their great products, and create more trust between themselves and their clients? </li></ul><ul><li>Queue music. Start with close up shot, slowly fade out on our main character sitting in the middle of a bustling city center. </li></ul>
On the Banks of Ann Arbor The Plot <ul><li>Bank of Ann Arbor Devises Brilliant Online Marketing Scheme </li></ul><ul><li>Bank of Ann Arbor realizes that in order to fully and efficiently reach potential customers, better serve current clientele, capitalize on current trends, and rebuild trust with the community, it must come up with a cohesive and comprehensive online marketing campaign. Included in this campaign are: website enhancement , social media strategy , blogging , and Youtube . </li></ul>
On the Banks of Ann Arbor The Plot Cont’d <ul><li>Website Enhancement </li></ul><ul><li>Consider a good online marketing strategy comparable to the human body: intricate yet coherent, with many parts all working together towards the efficient functioning of the whole. </li></ul><ul><li>Your website is the blood. It’s what makes all the others parts work. It is an integral springboard for every other part of your online campaign. Without a good one, a digital marketing campaign will die. So how do we make Bank of Ann Arbor’s website the best? </li></ul>
On the Banks of Ann Arbor The Plot Cont’d <ul><li>Website Enhancement Steps </li></ul><ul><li>Steps to Take: </li></ul><ul><li>Have a good SEO strategy. This means optimizing the amount of times your website will appear on a search and get clicked on. Even if you have a website with all the bells and whistles, it is useless if the right people don’t visit your site. You need keywords and phrases that are relevant and pertinent to the content on your site and the information potential clients will be looking for. Also, you need unique keywords and phrases. The more common the phrase, the higher the competition for it, creating unfavorable odds for your website to be found. </li></ul><ul><li>Keep your content current. Search engines like Google and Yahoo give priority to websites that keep creating new and current content. </li></ul><ul><li>Create valuable content. There is nothing that can compensate for creating pertinent and valuable information. Not only does it drastically convert first-time visitors into repeat visitors, creating content of value increases your sites ranking on search engines. </li></ul>
On the Banks of Ann Arbor The Plot Cont’d <ul><li>Social Media Strategy </li></ul><ul><li>Going back to the body analogy, social media are the legs of a successful digital marketing campaign. It moves your message and brand name to areas where a high number of potential clients congregate. </li></ul><ul><li>Having a good social media policy is not as simple as creating a Facebook or Twitter account however. A company’s social media policy must be crafted thoughtfully and intelligently, taking all considerations into account. Here are important things to consider when building one: </li></ul><ul><li>The Philosophy: Whether it’s an evolutionary approach that is flexible to change or a strict rigid approach, make sure you choose one and stick with it as a foundation for you social media strategy. </li></ul><ul><li>The Boundaries: As with any new media platform, there is more openness, which is a good thing, but can also lead to harmful consequences for your brand. Make sure you toe the balance between positive openness and negative openness. </li></ul><ul><li>Valuable Content: Having a page on a social network is the easy part. The hard part is creating content that will catch the eye and convert pontential customers into actual ones. </li></ul>
On the Banks of Ann Arbor The Plot Cont’d <ul><li>Blogging </li></ul><ul><li>Blogging are the hands and fingers of your digital marketing strategy. It’s where you take your content and message and mold it so that it appeals and informs potential clients. It’s like a handshake from your company to the vast amount of consumers on the internet. </li></ul><ul><li>Advantages of a well-run blog: </li></ul><ul><li>Personal touch. The more a company is able to convey its personal side, the more consumers will be able to relate to, and feel comfortable with the company. A website or television set gives someone a remote and impersonal message. A blog can take liberties that other forms of corporate communication cannot. </li></ul><ul><li>Free advertisement. If you create valuable content that people want to read, it’s like buying a television or internet ad, except for the fact that it costs much less money. </li></ul>
On the Banks of Ann Arbor The Plot Cont’d <ul><li>Youtube </li></ul><ul><li>Youtube is the heart of a successful online marketing campaign. It provides an outlet for a company to step out of its corporate parameters and make intimate and personal connections with potential clients. </li></ul><ul><li>A good brand with a coherent, valuable, and interesting message can use Youtube as a means to enhance likeability and knowledge of your product or brand. Following are a few tips in creating an effective Youtube campaign: </li></ul><ul><li>Make any content you add to Youtube diverse and interesting. The goal is to gain viewers and consistent subscribers to your content. Creating out-of-the-box content is the key to doing so. </li></ul><ul><li>Add the personal touch. The great thing about Youtube is that it is a community in which messages are given on both corporate and personal level. It is by far, the personal or human element that most viewers look for when visiting Youtube. Therefore, have the ability to move slightly away from a typical corporate message. </li></ul>
On the Banks of Ann Arbor The Plot Cont’d <ul><li>Measuring Success of Online Marketing </li></ul><ul><li>The good thing about online marketing is that it is easy to track and measure the activities of online users. The measure of a good campaign is literally visible by the cohesiveness of all its intricate parts resulting in website hits, followers, clicks numbers and conversion percentages. If Bank of Ann Arbor’s online campaign is successful, it will show in Facebook/Twitter followers who turn into website visitors, who turn into repeat visitors due to valuable content, who finally turn into clientele and committed costumers, and vice versa. The proof is in the pudding. </li></ul>
On the Banks of Ann Arbor The Climax <ul><li>Bank of Ann Arbor Reaps the Benefits </li></ul><ul><li>Bank of America realizes that its online marketing campaign can become a reality. NMDL Marketing Agency offers to design a cohesive and coherent online marketing strategy that is produces results and is cost-effective. NMDL gives Bank of Ann Arbor the tools and the tips necessary to manage its digital marketing campaign and moniter the success as well as the areas for improvement. </li></ul><ul><li>Queue music, long shot of our main character surrounded by happy customers on same busy street, slowly fade to black. </li></ul>
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