The New Relationship Banker: Digital Edition

116 & West

Digital content strategy for financial institutionsHow do you recreate the traditional relationship banker in a digital space? We agree that you can never fully replace the value of face-to-face dialogue. But when communication continues to go digital, those face-to-face interactions may be few and far between. The new relationship banker is moving toward content sharing and user experience.

You can reinvent and nurture that relationship based on the relevancy and frequency of the digital content you share. As your customer grows more tech-savvy, they will seek out search engines and social platforms as primary sources of information—including advice on whatever season of life they’re approaching. By publishing useful content, you can be a relationship banker in a digital medium and become the trusted source for first life lessons on credit, saving, and investing.

Turning legacy into thought leadership

Financial institutions play in a legacy industry, closely intertwined with consumers’ daily decisions and transactions. Like a traditional relationship banker, consider your role in a customer’s life as a prime platform for consumer education. In most situations, consumers rely on your services throughout life’s biggest milestones, like buying a car, applying for a home loan, or starting a business. When your institution becomes the gatekeeper in these life events, you’re in a position to form and shape your customer’s thinking on how to plan for their future—providing added value.

Relevant and timely content can take you from a community banker to a thought leader in your industry. Think of your content as an opportunity to be the hub of conversation on topics that make an impact on your customers’ lives. When you move conversations forward, you engage your audience on a greater level than solely hosting a checking account. By offering added value beyond your core product offerings, you become indispensable to your clients, serving as a powerful influencer in their financial decisions.

Segment, create, optimize

Creating and sharing content goes beyond growing brand awareness; it returns added value and learning to your audience. Driving engagement is about generating content of interest and moving your audience through an ongoing journey with your brand.

Develop content that aligns with your customer’s season of life. By creating and segmenting your customer base, you can target specific audiences based on relevant life events. Consider the topics you can share that might support the following occasions:

  • Couple opening joint checking account: goal-setting, tricks for saving, how to invest, budgeting
  • Applying for a home mortgage: first-time home buyer advice, tracking energy bills, automating payments
  • Buying a car: tips for improving gas mileage, how to value and negotiate a vehicle purchase
  • College savings: estimating how much you will need, extra costs to consider, comparing student loan options
  • Opening a credit card: understanding credit scoring, smart spending habits

Along with relevancy, your content needs to be optimized for searchability. Search engine optimization improves the likelihood of your content showing up in search results when people are looking for answers to their financial questions. Your content needs to include popular words and topics that users are searching in order to be listed in search results. Your SEO page titles, meta descriptions, and vocabulary help your content earn a higher ranking and appear on relevant search page results. By crafting helpful articles and resources for your audience, you will attract new prospects to your website to learn more about your products and services.

Promote, analyze, strategize

Content is only as good as its delivery. To drive traffic to your content, focus your promotion through the appropriate channels. Perhaps you publish articles to your company’s blog. Include social media sharing buttons within your blog. Promote those articles through your personal and business social channels with quick, captivating copy and graphics. Publish social posts during high traffic times for maximum impressions. Social publishing puts you in the driver’s seat to lead conversations and engage your audience. Maintaining active social media accounts can drive brand engagement, generate leads, and direct traffic to your website.

Once you have your audience segmented, consider which content pieces could be promoted to specific email lists as lead nurture campaigns. Sending personalized emails with links to relevant blogs, infographics, or videos can move your audience through desired calls to action, allowing you to learn more about your customer’s interests and behavior.

Finally, study your content traffic to learn what topics drove the highest engagement. By using webpage analytics tools, you can evaluate which types of content are resonating with your audience and which ones are missing the mark. Use those insights to inform future topics and identify any gaps in your content strategy.

Ready to plan?

When you position yourself or your company as the industry expert on relevant topics to your consumers, you become a mindful resource that speaks to their seasons of life. Reach out to 116 & West to learn how to plan out your digital content strategy.

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