Virtual Marketing Seminar: Winning New Customers in Times of Change
We know that finding the right marketing tactics for your bank can be a challenge, even more so with a limited budget and competitive ecosystem. How do you differentiate your bank from the others in your market? We know that it takes many touchpoints with a brand for a consumer to make a buying decision, so how do you ensure your bank is there when your future customer is ready to make a decision?
In this workshop, attendees will learn how you can implement a successful marketing strategy that builds your bank’s digital presence and drives real results.
Part 1 – The Customer Journey in Banking: Creating an Effective Customer Experience
It is now common practice to research, explore and sign up for financial services products on the web or even on mobile devices. A fractious experience affects that relationship with your future customer and can mean spending market dollars ineffectively. It is important to set your bank up for success by having transparency on how your sales funnel is performing and be able to adapt to improve that experience for your potential customers. This session will help attendees understand how to create an effective customer journey within your bank ecosystem and enhance your bank’s marketing. Topics will include:
- Modern banking behavior
- The stages of the customer journey
- Making the journey about the customer
- Metrics of measurement to ensure success
Part 2 – Financial Product Marketing: Choosing the Right Digital Channels to Acquire New Customers
There are many different digital marketing channels to choose from, and not all are created equally. Understand what tactics your competition is using to drive net new customer growth and what works depending on the goal. This session will focus on the digital channels that can help drive new customer growth and expand your bank’s digital footprint. The channels that we will focus on most closely are:
- SEO and content marketing
- Social media marketing
- Paid search
- Email marketing
- Affiliate (performance) marketing
Part 3 – How Your Bank Can Partner with Influencers and Publishers
Working with publishers and influencers helps banks build awareness, trust, and credibility. These websites and influences are driven to help guide their audiences in finding the right services and making the best decisions when it comes to selecting a financial institution or product and plays an important role in the buying journey. This session will cover:
- What role do publishers/influencers play in the customer buying journey
- How do you as a bank connect with the publishers?
- How to find the right publishers/social media influencers:
- Examples of influencers
- Working with publishers and influencers on a performance basis
- How to stay compliant while working with publishers and influencers
Part 4 – Key Metrics for a Successful Digital Strategy
The power of digital marketing is the transparency it provides to understand what’s really working. No matter if your bank is focused on growing core deposits or increasing the number of new banking relationships, your marketing needs to be driven towards impactful results. In this session, we’ll talk about the key metrics for success and how to measure them:
- Forecasting and goal setting
- Calculating your complete customer acquisition cost and understanding your ROI
- Data aggregation
- Campaign attribution
- Tracking and optimizing campaigns
Part 5 – Closing Remarks: Tips and Considerations for Digital Marketing Success
- Tips on implementing digital marketing
- Strategies for testing and learning
- How influencer marketing helps combat the brand trust issue in financial services
- How to track and optimize campaigns
Mary Coleman, Director of Advertising and PR – Extraco Consulting
Mary is the Director of Extraco Consulting’s Advertising and PR services, responsible for all client creative, including but not limited to all client graphic design, digital marketing, website development and hosting, commercial and video production, and more. Mary has over 30 years of experience as a business professional, including more than 10 years of experience in the banking industry at Extraco Banks. At Extraco, she was responsible for leading and supporting the corporate voice and brand for 19 financial centers and eight business lines. Prior to her career at Extraco Banks, Mary was a marketing manager responsible for all product introductions, cost reductions, sales materials, multimedia, and digital promotions for six manufacturing divisions at Trane. Mary served as a member of the Innovation Committee at Extraco Banks.
Maureen Flaherty, SVP, Chief Marketing Officer – Kennebunk Savings
Maureen is a passionate marketing executive who has spent more than 20 years helping people and organizations bring their brands to life. She has enjoyed a variety of executive roles, including at top branding and marketing agencies in New York and Portland, Oregon, and for businesses within the Mars, Inc. and IDEXX organizations. Maureen has been at the forefront of digital marketing, harnessing emerging trends and technologies to create innovative solutions for her clients and the organizations where she has worked. Along the way, she has developed branding and marketing strategies for some of the globe’s top consumer brands. For the last four years as chief marketing officer at Kennebunk Savings, Maureen has been a change agent leading the bank’s digital transformation efforts and this year, as chief marketing and customer experience officer, she will lead the effort to reimagine customer experience for the bank.
Danielle Bateman Girondo, Executive Vice-President of Marketing – Midwest BankCentre
Danielle Bateman Girondo leads the marketing and sales enablement teams at Midwest BankCentre, a $2 billion+ community bank that is a national leader in community and economic development. Danielle is a change agent who works with companies at transition points across industries to optimize talent, processes, and marketing effectiveness to maximize consumer value and drive bottom-line results.
Matthew Entringer, Digital Media Manager – UMB Bank
Matthew Entringer is the digital media manager at UMB Bank, where he develops digital marketing strategies that drive customer growth for all lines of business, including Consumer, Commercial, Institutional, and Healthcare Services. Matthew has previously worked in corporate marketing positions for Union Pacific and Sprint, as well as award-winning digital marketing agencies. He is well versed in driving meaningful online interaction between brands and customers while enhancing real results to ensure success.
Lauren Greutman, Debt Free Life Coach – LaurenGreutman.com
Lauren Greutman is a former shopping addict turned consumer savings expert, debt-free coach, and single mom of four, who’s helping women get out of debt and create financial freedom for their families. Lauren founded one of the most successful money-saving websites in the country, LaurenGreutman.com. With over two million visits a month, she helps women escape paralyzing debt, take back control of their finances, and live happily within their means. Her fan base on social media is also helping her 300K+ followers curb their compulsion to spend. Lauren has extensive media experience and has been on the Today show 22 times. She also appears regularly on Dr. Oz and Rachael Ray.
Megan Hryndza, Co-Founder – mightydeposits.com
Megan Hryndza is the co-founder of mightydeposits.com, a bank comparison site that analyzes public banking data so you see how banks and credit unions invest your money and find banks aligned with your values. Named a Fast Company World Changing Idea of 2021, Mighty Deposits gives consumers and businesses new insights into the approximately 10,000 federally-insured banks and credit unions in the U.S. so banking customers can see what happens to their money when they put it in one bank versus another, whether they have $100 in the bank or $100 million. Megan started Mighty Deposits after years of working in marketing for some of the largest brands on the planet, seeing how millennial attitudes and digital marketing were transforming the marketplace, and then being introduced to global leaders and projects in social finance.
Joshua Kopac, Director of Sales – Prodege
Joshua serves as director of sales at Prodege, where he develops strategic partnerships, allowing marketers to scale campaigns through online channels allowing them to acquire a new, highly engaged audience. Joshua is a passionate, empowering, individual whose goal is to help link financial institutions & individuals together enabling financial wellness. His background includes working in the digital marketing space since 2008 launching a variety of businesses from the ground up, helping manage a city grand list of $4.5B, and sharing his knowledge speaking at industry conferences.
Liz McIntyre, Director of Social Media & PR, and Vice President of Marketing – Renasant Bank
Liz McIntyre is the director of social media and PR and vice president of marketing for Renasant Bank. Liz has been in the marketing industry for 10 years, beginning her career in hospitality marketing before making her way to finance marketing. She currently resides in a small town called Thaxton between Tupelo, where Renasant’s headquarters are located, and Oxford, where her husband teaches ceramics in the art department at The University of Mississippi. Liz was named one of the Mississippi Business Journal’s Top 50 Business Women in 2020 in recognition of her creating Rise with Renasant, a women’s leadership and empowerment initiative at Renasant Bank.
Booshan Rengachari, Founder – Finzly
Booshan founded Finzly with a vision to bring a modern banking experience to delight the customers and the bank associates. Having achieved success in Forex and Trade Finance products at Finzly, and positioning it as the #1 choice among US banks, Booshan aims to transform the payment, treasury, and banking technology with a new operating system for banks – BankOS. Before founding Finzly, he was international technology manager at Wells Fargo. He was one of the proposers for faster payments and a member of US Faster Payment Task Force.
James Roy, Senior Vice President of Digital Marketing – People’s United Bank
James Roy is senior vice president of digital marketing at People’s United Bank, responsible for the management and orchestration of digital customer experiences across personal, business, and commercial lines of business. People’s United Bank is a community-focused financial services company with over $63 billion in assets and more than 400 retail locations across the Northeast.
Amy Tabash, Director, Sales and Strategic Partnerships – Webpals Finance*
Amy Tabash is a seasoned digital marketing and sales professional with almost 20 years of experience. She is passionate about forging strategic partnerships and has demonstrated success in brand matchmaking. She has spent the past four years sharpening her skills as they relate to the personal finance vertical and works as the director of sales and partnerships for XL Media/Webpals.
*Webpal Finance operates websites such as investorjunkie.com, moneyunder30.com, and others to help consumers make informed financial decisions.