My conversational marketing recipe walks through what I'd do, WHY I'd do that, and how to DIY for my local bank of more than a decade.

1. My 1st Conversational
Marketing Recipe
Community Bank of Fitzgerald, Georgia

2. 0. Digital Status Quo

3. 1a. Website

6. 1b. Digital Reputation?

9. 1c. Digital citations/Local SEO

11. 1d. Google My Business Rank

13. 1. Foundation
2. Media
3. Customer Conversation
4. Campaigns
Recipe Phase 1

14. 1. Foundation

15. 1a. Website

16. 1. Replace www.cbcfitzgerald.com with a
WooCommerce store experience that caters
to current online banking customers and
new online banking customers alike and
specifically.
What I’d Do:

17. 1. Site speed is crucial. (whatever it takes for
them to load in under 2s each every time)
2. The current online banking customer
experience isn’t bad but may benefit from
consolidation.
Why I’d Do That:

18. 1. Sign up for Liquid Web’s 14 day speed trial
with a new store on their managed
WooCommerce hosting product
2. Kick the tires, then flip the switch once
you’re satisfied
How to DIY:

19. Add screenshot

20. 1b. Digital Reputation?

21. 1. 2 locations x $75.00/mo to get5stars.com to get a customer
feedback loop rolling
2. A saved Drift reply offering a link to a page for them to rate and
review CBC
What I’d Do:

22. 1. Industry leader for reputation management software for over six
years
2. Mike Blumenthal, one of the founders, is long considered the
Godfather of Local Search, which is influenced directly by
online reviews.
Why I’d Do That:

23. 1. Sign up for get5stars account ($150/mo)
2. Fill out information for each location
3. Edit each email to suit your brand for each location
4. Test then activate the system
5. Add your customer emails for them to receive your above
emails
How to DIY:

24. 1c. Digital citations/Local SEO

25. 1. $1,000.00 for 500 profile submissions using CitationBurst by
BrightLocal (UK co)
What I’d Do:

26. 1. BrightLocal is another longtime leader in their industry
2. Process in place of profile citation submissions and verification,
which is based on years of ongoing iteration and improvement.
Why I’d Do That:

27. 1. Invest $1,000.00 for 500* profile citation submissions from the
CitationBurst team at UK based, www.BrightLocal.com
2. Fill in your business information and upload your images etc
3. Spend your 500 profile submissions on your unique need of
a. Profile information being updated
b. New profiles being created and verified
How to DIY:
*don’t worry, they don’t expire until you use them

28. 1d. Google My Business Rank

29. 1. Customer feedback loop and CitationBurst actions will both
help the Google My Business rank moving forward
2. I’d work on link building for the marketing site:
www.pointblankseo.com/link-building-services
What I’d Do:

30. 1. Jon Cooper and his team of 15 link builders in Gainesville,
Florida only build high value links.
2. If you can sell him on working together, the marketing site
would quickly become a beacon of greatness.
Why I’d Do That:

31. 1. I’d begin by booking a $5/min Clarity call with Jon to see how
he’d approach link building for the new CBC marketing
site/store.
2. Either his team or Jon’s network of link building options will be
able to get the link building going
How to DIY:

32. 2. Media

33. 2a. Media Strategy

34. 1. CBC Media: Ben Hill & surrounding GA counties
2. Continue current CBC branding efforts
3. Exhibit authoritative institutional knowledge
What I’d Do:

35. 1. Genuine, quality owned media is a brand asset, which can
appreciate in value over time
Why I’d Do That:

36. 1. Accept that in 2018, every brand is a media company.
2. Start adding media related skills to your team. In concert with
third-party media providers your brand partners with.
How to DIY:

37. 2b. Media Creation

38. AudienceOps.com for $3,800.00/mo* = Get all of these each week:
● 1 professional article (www.cbcfitzgerald.com/)
● 1 professional podcast episode (iTunes/Anchor+)
● 1 professional video episode (YouTube channel)
*paid quarterly ($11,400.00/quarter)
What I’d Do:

42. 1. AudienceOps offers professional quality:
a. Writers
b. Editors of the written word as well as audio editors
c. video editors
d. project managers
e. etc.
Why I’d Do That:

43. 1. Get started at www.audienceops.com
How to DIY:

44. 2c. Media Distribution

45. Distribution ain’t hard, creating the media
that people care about, that’s the hard part.

46. 1. There is a blog, podcast, and video show to distribute
2. All distribution is toward the core conversation on the
marketing website/store
What I’d Do:

47. 1. Owned media, direct audience relationship are key to digital
success
Why I’d Do That:

48. 1. For the podcast, be sure to upload thru the Anchor app in
order to easily push your podcast episode to all the necessary
podcast apps, plus loads of the less necessary
2. For videos to be embedded on the marketing site, I’d use
Wistia for those embeds. But I’d also upload each video natively
to the brand’s YouTube channel, the brand’s Facebook page,
LinkedIn company page, etc as well.
How to DIY:

49. 3. Customer
Conversation

50. 3a. Customer Conversation Strategy

51. 1. Customer centric approach
2. Think today’s version of “customer is always right”
3. Customer conversation occurs on customer time via their
choice of email or live chat in each interaction
What I’d Do:

52. 1. Consumer is in total control in 2018 (and has been in increasing
control for many years)
Why I’d Do That:

53. 1. Commit to your conversational marketing strategy. It’s an
investment of your brand’s resources, use your investment to
create your own success story. Don’t even hope for any part to
be easy, but you CAN make it worth it for you and your brand.
How to DIY:

54. $4,500.00/yr* to www.drift.com for:
● 5 live chat operators
● Bots
● Automated meeting bookings
*if you pay monthly, it’s $500/mo for the same

55. 3b. New customers

56. 1. Qualify people in chat:
a. Personal Account
b. Or Business Account
c. Or Home Loan
d. etc.
2. Then Book Appointments with proper CBC person
What I’d Do:

57. 1 Engaged
Chat
2 Conversation 3 Chat Qualified
Lead
4 Meeting Booked

58. 1. Website becomes an inflection point for customer
conversations.
Why I’d Do That:

59. 1. GSuite for brand email addresses and calendars
2. Connect calendar to Drift for each proper CBC person’s Drift
Profile
How to DIY:

60. 3c. Current customers

61. What I’d Do:
1. Add live chat for logged in members on the My Account page
on the CBC website (during lobby hours)

62. 1. Conscientious care and easy-peasey experience for banking
customers? Remarkable.
Why I’d Do That:

64. 1. Install and activate Beaver Builder
2. Create new Drift Inbox and get embeddable widget for anyone
that logs into WordPress and views the My Account page
How to DIY:

65. 3d. Team

66. 1. Slack for staff communication from any web enabled device
(phone, laptop, desktop, etc)
What I’d Do:

67. 1. Setting Slack up for CBC allows CBC to archive institutional
knowledge
Why I’d Do That:

68. 1. Sign up for Slack and they’ll get the whole team rolling in no
time.
How to DIY:

69. 4. Campaigns

70. Campaign 1

71. What I’d Do:
$1,000.00/mo for:
● First promote the lead magnet that AudienceOps created
● Then promote the most engaged media created (4 articles,
4 videos, 4 podcast episodes)/month
*targeted via choice of Facebook filters (including geographic)

72. Why I’d Do That:
1. CBC already has strong FB Brand page, use CBC media and
the brand page to spark meaningful conversations on
www.cbcfitzgerald.com

73. How to DIY:
1. Install the FB pixel specific to CBC Fitzgerald’s Facebook Brand
page on the marketing website
2. Upload ad collateral, add the ad title, ad description, and call-to-
action link
3. Retarget using the pixel to increase ad relevance