Community banks are feeling the pinch these days. A lack of resources for digital marketing means that many banks are struggling to keep up with the competition. The labor market is tight and in-house digital expertise is often lacking. It’s not uncommon for overstretched managers having to split their time and attention in competing areas. For instance, instead of being able to focus on marketing exclusively, a manager might also oversee compliance.
Knowing resources are limited, community banks must do more with less. You can’t do everything. But where do you start? What will bring the biggest return with the least amount of budget and manpower?
Luckily, we’re sharing our suggested Top 3 digital marketing priorities when your resources are limited.
1. Optimize the user experience on your website
Your website is often the first interaction potential customers have with your bank. Creating a positive user experience is essential to making a good first impression and building trust with potential customers.
There are many factors in creating a great user experience, but here are some of the most critical:
- Make sure your website is easy to navigate
- Use clear and concise language
- Include high-quality images and videos
2. Increase website traffic through SEO and online advertising
SEO (Search Engine Optimization) and online advertising are both great ways to increase website traffic. By optimizing your website for search engines, you can ensure that potential customers will see your site when they search for keywords related to your bank. Online advertising allows you to specifically target potential customers with ads related to their interests.
SEO Keys:
- Choose the right keywords
- Create compelling content
- Build links to your website
Online Advertising Keys:
- Research potential customers
- Find the right channel
- Develop highly targeted ad campaigns
- Monitor results and adjust accordingly
3. Establish a social media presence on key platforms
Your potential customers are spending time on social media, so it’s important for your bank to have a presence on these platforms. Social media is a great way to connect with potential and current customers, build trust, and increase brand awareness.
A few of the most popular social media platforms for community banks:
Also, social media is a great channel for lead generation with the ability to target ads to the right user at the right time.
By following these digital marketing priorities, community banks can make the most of their resources and compete with their corporate and neo bank rivals.