Proven best practices for financial services marketing -- and good instincts -- are still available to brands as they respond to challenges related to COVID-19. The Financial Brand article by Marous has some great suggestions for how to put them to use, and we've organized them into a few basic principles to guide the required shift in your marketing campaigns moving forward.
Although digital banking and mobile wallets dominate much of the financial services conversation on customer experience, “[Banking] is still a people business at heart.” And that’s exactly what we found in a quick review of bank and credit union social streams: branch events that focus on human interaction and relationship-building.
Content marketing is all the buzz these days. And for sure, content marketing has become a prerequisite to doing business for many, if not most, marketers today. However, some are killing any opportunities they create… before they even get off the ground. Consider my recent personal experience: a vendor emailed an invitation to download interesting content and less than five minutes after I clicked on the link – before I’d had an opportunity to digest the content – a salesperson was on the phone asking to follow up with me. Then, before my phone hit the receiver from my brief reply through our receptionist that I was unavailable, an email arrived from the same salesperson. “Gee,” I thought. “This guy is either really on the ball, or this company is starving for business.” The thought of the latter started eroding credibility. Strike one.
During a recent competitive audit for a big investment client, we discovered that now is the time for financial service institution to add social and mobile integration to their in-branch experiences.