Readers of Media Logic’s financial services marketing blog expressed clear content preferences in 2017, gravitating to posts about new products, content marketing and branch marketing, as well as posts that offered practical, actionable information on everything from email marketing to EMOB strategies. As you prepare to implement your 2018 marketing plans, we hope you’ll turn to our most-visited blog posts in 2017 for guidance and inspiration.
Top 5 posts from 2017
We published a lot of fresh content in 2017, and of these new posts, five generated the most attention from our readers.
Chase Reaches Millennials via Sponsored Content in theSkimm / Millennials understand that branded content is still marketing, but if anything can bridge that trust gap, this readers-first, consumers-second approach from Chase and theSkimm stands a really good chance.
The Everyman Loan from Goldman Sachs / To promote its new personal loan product, Goldman Sachs reached out via DM and social media to the “Everyman” with vigor… and a very attractive product.
Basic HTML vs. Rich HTML: Which Email Format Works Best? / Not all HTML emails are created equal. Basic HTML emails perform differently than rich HTML emails. But how differently? Recent studies shed some new light on the gray area of HTML email performance.
Like it’s 1991: Bank Branch Grand Opening Celebrations / Some financial institutions open branches with little fanfare. Others host traditional grand openings. The difference may depend on customer expectations.
What Top Financial Brands Teach Us About Social Media Engagement / We highlight social posts earning higher than average social engagement for Bank of America, BB&T, BBVA, Discover, PNC, Simple and U.S. Bank. The takeaway is clear: the topics that motivate social media engagement vary by brand and platform. Seeing what they’re doing can help you identify your own brand’s sweet spot.
Top 5 posts from prior years
Several of our financial services marketing blog’s older posts continued to be relevant to readers in 2017. Here are the five they found most helpful this year:
Grand Openings: The State of Marketing New Branches (2014) / A dive into the “new branch” marketing activities of TD Bank, Capital One and Chase reveals that financial institutions rely heavily on old-school, tried-and-true tactics to create awareness and drive traffic to new locations.
How Innovation Helps Bank of America Deliver on a Customer-Centric Focus (2016) / See how Bank of America delivers on its CEO’s promise to drive responsible growth by making smart decisions based on customer needs and attitudes.
“We Have an Activation Problem,” Said the Bank Without an EMOB Plan (2014) / When we hear, “We have an activation problem,” the first thing we ask is, “Can we review your early month on book (EMOB) plan?” This post examines some common mistakes and offers tips for improvement.
Slick Mags & Petite Poems: Luxury Credit Card Content Marketing (2016) / Content marketing helps credit card companies reach their bottom-line goals by encouraging desirable behavior from affluent and HNW cardholders and prospects. We have examples from Visa, UBS, American Express, Chase, Barclays and JP Morgan.
Six Ways to Rethink Financial Services Consumer Loyalty (2016) / Businesses in every industry are competing for consumers’ repeated patronage by enticing them with exciting rewards and exclusive benefits. But something seems to go wrong after consumers sign up for these programs: they don’t use them. We think that this lack of engagement presents an opportunity for smart FIs.