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Aligning Social Media & Content Marketing for Success

Now that many financial institutions have launched their social media pages, the question on many marketer’s minds is how to monetize the channel and show real business results. With a variety of goals and tactics, it’s hard to determine which ones will bring about the best results. This session will explore best practices with content marketing and social media to help you harness the power of your bankers, develop personas, quality content, and effective social media targeting to help drive ROI.

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Aligning Social Media & Content Marketing for Success

  1. 1. Aligning Social Media & Content Marketing for Success
  2. 2. Hello! I am Dawn Melesko Digital Strategist at ZAG Interactive Connect with me @DawnMelesko
  3. 3. Content is king Produce the right content to speak to the right person at the right time.
  4. 4. ◎Target prospects with social media ◎Create personas ◎Align sales and digital marketing ◎Produce the right content Takeaways
  5. 5. 1. The Landscape has Changed Less branch visits More digital interactions
  6. 6. Social Media Website Online & Mobile Banking Email Search PR & Advertising Digital Channels
  7. 7. Social media is a part of the puzzle Social media is a content distribution channel with rich targeting capabilities. To make social sell, it must be aligned with your content strategy.
  8. 8. Product Promotion ◎Highly prioritized ◎Low engagement 80% of Social Marketers Measure Engagement as Success Financial Advice ◎High engagement ◎Lower priority Data analyzed by bank social media marketer survey and content posted by the largest banks last year Source:
  9. 9. Source:
  10. 10. Source:
  11. 11. 2% Amount of organic reach by big brand pages on Facebook and Twitter
  12. 12. Engage with brand posts regularly Organic Reach Plummets as Stock Price Increases
  13. 13. Use social media to target.
  14. 14. 2. Setting the Right Goals Start with the end goal in mind and work backwards to plan your strategy.
  15. 15. Align Content & Social Media Goals to Business Goals Customer Acquisition 49% of CMOs Loan Growth 50% of CMOs Cross-Sales & Onboarding 44% of CMOs Source: Financial Brand Research 2017
  16. 16. What’s the End Game? Questions for Goal Setting ◎How can you track sales? ◎Who can be targeted on social media? ◎What products match?
  17. 17. Targeting on Facebook & Product Match First-Time Home Buyer ◎FHA Home Loans ◎Mortgages New Job ◎IRA Rollovers Likely to Move ◎ Checking Accounts ◎ Mortgages ◎ IRA Rollovers Newly Engaged ◎Mortgage ◎Joint Accounts ◎Savings Home Improvement ◎HELOCs and Home Equity Recent Mortgage Buyer ◎Refinance Figure out what products make sense to focus on based on targeting options and goals
  18. 18. 3. Understand Your Target Market Learn about their pain points, questions and objections to create content that speaks to their needs.
  19. 19. Place your screenshot here Buyer Personas Fictional representations of your ideal customers with information to help you develop content to speak to them personally.
  20. 20. Learn About Your Target Market to Create Personas Questions for Sales o What does a good prospect look like? o What are their objections, pain points and questions? o What information do they need? Persona Development • Demographics • Psychographics • Job Title • Goals • Where they get information • Communication preferences
  21. 21. “ Source:
  22. 22. Sales Lessons ◎ Prospect in the right areas and don’t waste time on dead leads ◎ Understand pain points and objections ◎ Provide value ◎ Build credibility What Sales Can Teach Marketing Marketing Takeaways ◎ Target smart with social media, search, PPC ◎ Develop personas and map content ◎ Be helpful ◎ Own your digital presence
  23. 23. Sample Persona Frank the First-Time Homebuyer Demographics o Age: 32 o Male o Income: $60,000 o Location: Urban o Engaged o Tech-savvy Goals & Challenges o I am getting married this year and want to buy a home o I want to start a family soon and make sure my family is protected. o I don’t know how much I’ll need to retire. o I’m not the best with money. o I don’t have a lot saved for a down payment on a home. How Can We Help? o FHA loan o Personal loan o Credit cards o Joint account o Financial advisor
  24. 24. 4. Content Mapping Create content that speaks to all stages of the buyer’s journey.
  25. 25. Align Content to the Sales Funnel Awareness Consideration Purchase
  26. 26. Set Goals Throughout Journey Build Awareness ◎Introduce people to the bank ◎10% increase in new visitors Drive Consideration ◎Engage prospects online ◎Increase time spent on page by 10% Increase Conversion ◎New accounts and loans ◎10% increase in mortgage loan apps Targeting ◎Who should be targeted? Content ◎What do they care about? Event Tracking ◎How can we track sales? Think backwards
  27. 27. Content Creation Awareness of a Problem ◎Renting is like throwing away my money ◎I don’t know if I can afford a mortgage Content Assets ◎Buy or Rent Calculator ◎How Much Home You Can Afford Calculator Focus content on being helpful at this stage Pixel visitors for retargeting CTA: Opt-in for more
  28. 28. Content Creation Consideration of a Solution ◎How do I get the lowest rate? ◎What if I have bad credit? ◎Who has the best service? Content Assets ◎Comparison charts ◎Credit score tips ◎Ratings & reviews Make comparing easy for them at this stage and introduce “social proof” to build credibility CTA: Schedule an Appointment
  29. 29. Content Creation Purchase ◎I need to get pre-approved ◎What information do I need to submit? ◎What type of loan? Content Assets ◎How to get pre-approved ◎Mortgage Checklist ◎Loan match guide Focus budget on bottom of the funnel content to monetize your strategy. CTA: Buy Now
  30. 30. Put Yourself in the Prospects Mind How can you help me solve my problems? What’s in it for me? Are you the best choice?
  31. 31. Serving Up Content o Website o Resource Center o Blog o Emails o Social Media o Whitepapers o Video o Landing Page Create synergy among all of your digital content assets
  32. 32. How to Develop a Content Strategy 1. Set Goals To reach your goals you need to think backwards. ◎How can you track sales? ◎What products match? ◎Who can be targeted on social media? 2. Develop Personas You must understand the buyer’s journey. ◎What makes a good lead? ◎What are their pain points and objections? ◎What information do they need? 3. Create Content Develop helpful content for all stages of funnel. ◎What’s in it for the prospect? ◎What will help them during this stage? ◎How do you compare to competitors?
  33. 33. Align content to buyer to make social sell Social media is a content distribution channel with rich targeting capabilities. To make social sell, it must be aligned with your content strategy.
  34. 34. Thanks! Any questions? You can find me at: @DawnMelesko