What was the name of that bank again
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From branding to using social media, several ways to make sure your targets and customers get to know you better.
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What was the name of that bank again
- 1. Dr.Walter Guarino, Practicomm LLC October 3, 2013
- 2. The Need for Emotional Branding Social MediaTools Evaluation Metrics Local Q & A
- 4. Most bank advertising looks alike. Being different by itself does not work. Most banks do not hire branding professionals. Most banks fear compliance issues when it comes to advertising, so they play it “safe”. Most banks do not do “communications research”. The ones that do that kind of research do it once or twice, and do not “track” it over time.
- 5. New Services and Products don’t “get off the ground”. Old customers often get lured away. They are not easily being replaced by new customers. Hardly anyWord-of-Mouth exists. People are allowed to define the bank in their own terms and in their own way.
- 6. It gets harder for small banks to compete. Advertising budgets are one of the first things to be cut when business is down. Investor relations suffer. Crisis management plans are “all PR”.
- 7. The issue is not whether Marketing and Advertising across the board is too big or too small, but: DOES IT WORK AT ALL?
- 9. The banking industry started to turn to NEW MEDIA to try to solve the problem. They were partially correct in doing so, especially with regard to Social Media. But a new way of thinking was really what was needed! And, we’ve become focused on the “new” and the “future”
- 10. Everything old is new again! It’s “Back to Basics 1.0” And what could be more basic than your brand? You must ask yourself one question to begin to solve your marketing problems.
- 11. How is my brand being affected by current economic conditions ? Once you ask, the next question is “What are you doing about it?”
- 12. It’s nothing more than a collection of thoughts and feelings a person will have upon seeing your brand or an icon representing it.
- 13. There are four basic reactions a person can have when exposed to your brand:
- 15. Old-fashioned…not able to deal with current problems. NEGATIVE
- 16. Not sure…Heard many different things about them. NEUTRAL
- 18. Once a product is created to meet the needs, Market an attitude to meet the needs. Brand Positioning Target Market Needs Your productNeeds
- 19. Your brand may not convey an attitude that matches the need that your product or service was developed to fulfill. Your brand image may not effectively relate to the target’s self-concept.
- 20. To succeed in branding, you must understand the needs and wants of your customers and prospects.You do this by integrating your brand strategies throughout your company at every point of public contact.
- 21. Product Brand Image Consumer Self-concept Relationship Between self-concept and brand image Behavior Seek products and brands that improve/maintain self-concept Satisfaction Purchase contributes to desired self-concept Reinforces self-concept Self-Concept & Brand Image Attitude match?
- 22. “Buying Countrywide and Merrill Lynch will make the bank more diversified and competitive.” “The nation’s leading financial institution and home for all your personal financial needs” (
- 24. Don’t use popular tools like Facebook, LinkedIn,YouTube, Pinterest,Twitter, Instagram, et al. without a “social media marketing plan”. Use tools that give you SEO and drive traffic to your website. Revisit your website to make sure it “sells”. Make sure you maintain brand positioning and use brand guidelines throughout all social media.
- 25. Become creative when using tools that aren’t necessarily in the “mainstream”, such as A GreaterTown, Duda Mobile, Slideshare.net. Use tools that give you SEO and drive traffic to your website; e.g. a blog. See what your competition is doing online before you finalize your plan. Make sure you use tools that have metrics.
- 27. CreateAlerts with online PR releases, blogs, crosslinks in social media, etc. Analytics tell you demos of visits, number of visitors, geographic data, average time spent per page, bounce rate, unique visits, search engine usage, cost-per-click, CPMs, etc. Google Places is a quick way to create your listing, and is free. Places can be visited at any time to edit your information or to see how many people have clicked on your listing.
- 28. Facebook Ads give you the power to drill down into your target group in many ways and they are inexpensive. Data includes number of impressions each ad gets and cost per thousands, and more. Facebook Posts create Google Alerts and can be multi-purposed. Facebook Friends allows you to expand your audience among a large numer of users who have relatively the same demographics and interests as your Fans.
- 29. Mention.com is basically a free listening post that operates close to real time. Web.Url give you estimated visitor data to your competitors’ websites in addition to the estimated “value” of those sites. Website tools allow you to look at competitive megatags used on their sites.
- 30. Providing Near-user Marketing® to Smart Businesses with Local Targets
- 31. Number of Exposure Needed to Reach Tipping Point of Influence
- 35. Banks haven’t gone after local search optimization aggressively. The ANSWER?
- 36. Locally Targeting in Paid Placement (PPC) The “Map Pack”
- 39. 1st Place 90% Less 4th Place
- 40. There’s a direct correlation between mobile visits to your (mobile friendly) website and action:
- 41. Google Adwords
- 46. Why don’t banks “monitor” their brand(s)? They take them for granted after a while. They don’t know how to do it. They don’t think it’s important. They think it’s expensive & too much work. They think they can change the bank’s image without dealing with the brand.
- 47. Your brand unites your entire organization around a unique, powerful promise, which charts a course for greater awareness, increased recognition and a competitive edge that positions you for change and growth. What you lose sight of, however, is that all messages have to be aligned with the brand or they won’t work.
- 48. If you do not monitor your brand by tracking either on a qualitative or quantitative basis, chances are good that your brand will be tarnished over time.
- 50. Know your brand…today Know your targets’ needs Match your brand attitude with target’s needs Know your brand/product profile Use social media the “right way” GO “local” Monitor and measure your brand
Editor's Notes
- There’s a reason we’re all here today. We have a common problem.Marketing is complicated.
- There’s a reason we’re all here today. We have a common problem.Marketing is complicated.
- There’s a reason we’re all here today. We have a common problem.Marketing is complicated.
- And the marketing they trust most is not easy to control!The dark blue is the US and the light blue is Europe.Notice the things that are trusted most: reviews from friend, consumer reports, general reviews and natural search results (the kind you don’t pay for).The things that we focus on, like our website content and email messages have far less influence than these other things.In fact (click)There is a direct correlation between things that marketers directly control and things that our audiences don’t trust.MARKETING HAS NEVER BEEN SO COMPLICATED
- But web users changed. For example, when they were hungry, they searched for Pizza, Morristown, NJ because they wanted something close.This trend has continued. Today nearly one third of all searches done online have a local intent, andSearches for financial services ranks number two, just behind restaurants.Banks need to pay attention to this.
- AND Because most there is a fairly good opportunity in most geographic markets to gain visibility for your brand to a local audience. This visibility is especially meaningful because it is captured at just the right time: when a potential customer is searching for it! THAT’S TARGETING AT ITS BEST!
- Today, banks have four unique opportunities to dominate local search results pages.Banks can geo-target and capture local search with Google AdwordsThey can gain top placement in the Map Pack
- 3. They can have great placement in the normal, also referred to as “organic” search results 4. And they can have great placement and a strong presence on directoriesNote that in nearly any search with a local intent, one of more directories will be on the first page of results.
- But there is more. Many local searches are being done on mobile devices.Banks need to pay attention to this too.It is the fastest area of growth on the web.
- On a search results page on a mobile device,There is a 90% drop in click through rate between the 1st place and 4th place result.It’s a hard position to get. But it’s worth it because…
- Phone rings, email dings, and door swings.
- 1. You can locally target
- You can rank high placement on mobile search through the Map Pack.Keep in mind that Search Engine Optimization work to rank in the map pack is very different than traditional Search Engine Optimization.Note that Wells Fargo with its two reviews ranked higher. Reviews are one of many ranking factors.Note also the CALL, DIRECTIONS, and WEBSITE links – all are THUMB FRIENDLY and ready for business!
- Speaking of reviews, you will benefit from reviews in several ways:Better ranking which will send you more web traffic, and a better chance that people will trust your brand. Note on this screenshot how well Google is handling reviews on mobile devices through its Chrome browser. This is a great time for banks to develop review strategies that include plans forFostering positive reviews at a natural paceMonitoring review sites, andAction plans for handling bad reviews
- So what did we learn today?- Marketing is complicated, you need leverage.RIGHT NOW – before other banks run at this, you have the opportunity to get ahead of your competition by implementing Near-user Marketing® techniques to capture the attention of your local online audience when they’re searching for financial services.