PACB Marketing Conference

Eric Cook, MBA 1

5/24/21

© 2021 WSI. All rights reserved.

Pennsylvania Association of Community Bankers2021 Virtual Marketing ConferenceMay 24, 2021Eric Cook, MBA

The Digital Dozen:12 Strategies to Promote Your Bank Online

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• “Recovering Banker” of 15 years

• 2003 Graduate School of Banking, GSB, Madison• Faculty for numerous banking schools around the nation

• Frequent conference speaker and online educator• Digital Strategist/agency owner since 2007, part of the global

digital agency network, WSI Digital– Focused on community banking and digital strategy

• Three-time contributing book author – Digital Minds

• Founder & Chief Mentor at TheLinkedBanker.com

@EricCook

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PACB Marketing Conference

Eric Cook, MBA 2

5/24/21

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1) The Changing Role of the Customer

2) A Look Back and a Look Forward Post-Pandemic

3) 12 Strategies for Your Digital Success

4) Q&A

Agenda

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The Role of the Customer has Changed

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PACB Marketing Conference

Eric Cook, MBA 3

5/24/21

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The Modern Evolution of the Customer

Post-Pandemic

During COVID

2021 Pre-COVID

Pre-internet/

Early Internet

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The Customer: Pre-Internet/Early Internet

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Eric Cook, MBA 4

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The Customer: Pre-Internet/Early Internet

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The Customer – Pre-COVID

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PACB Marketing Conference

Eric Cook, MBA 5

5/24/21

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The Customer: Today

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The Customer: Post-Pandemic +

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PACB Marketing Conference

Eric Cook, MBA 6

5/24/21

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What Does this Mean for Bank Leaders and Marketers?

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Your Digital Transformation

CEOCTOCMO

COVID???12

PACB Marketing Conference

Eric Cook, MBA 7

5/24/21

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12 Strategies to Take Your Digital Marketing Strategy to the Next Level

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The “Digital Dozen”

1. Analyze your market, services, competition

2. Define your ideal customer3. Plan your digital strategy4. Generate demand for your

services5. Inbound marketing best

practices6. Converting visitors into leads

7. Shorten the sales cycle with conversational marketing

8. The new role of video9. Rethinking social and search10. Managing and nurturing your

database11. Establishing a customer

loyalty strategy12. Tracking insights that matter

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PACB Marketing Conference

Eric Cook, MBA 8

5/24/21

15#1. ANALYZING YOUR MARKET, YOUR PRODUCTS OR SERVICES, AND YOUR COMPETITION

April

KEY TAKEAWAY• You can’t get ahead if you don’t know

where you’re starting from

THE CUSTOMER• How are your customers interacting and

engaging with your site/content versus that of your competitors?

COVID+ CONSIDERATIONS• Competitor landscape has changed

– Some are growing, hibernating or cease to exist

• Run an updated competitive analysis

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#2. DEFINING YOUR IDEAL CUSTOMERS

April

KEY TAKEAWAY• Before you can start marketing, you need

to know who you are marketing to

THE CUSTOMER• Understanding your target customers

supports all of your marketing activities

COVID+ CONSIDERATIONS• Your customers’ pains/motivations have

changed – Put yourself in your customers’ shoes

• Revisit your buyer personas – add a special COVID section

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PACB Marketing Conference

Eric Cook, MBA 9

5/24/21

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#3. PLANNING YOUR DIGITAL STRATEGY

KEY TAKEAWAY• To reach your target audience, you must

have a solid digital strategy in place

THE CUSTOMER• Your customer-driven goals and data will

drive your strategy

COVID+ CONSIDERATIONS• The goals and tactics used in your current

strategy may need to pivot– Your website may need to be a higher

priority now• Re-adjust your strategy based on priorities

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#4. GENERATING DEMAND FOR YOUR PRODUCTS/SERVICES

KEY TAKEAWAY• Generating meaningful demand is all about

targeting – right time, right message

THE CUSTOMER• Use what you know about your customers

to target them in a more relevant way

COVID+ CONSIDERATIONS• Targeting/messaging may need to change

– Certain messages don’t work today– Targeting and platform changes rolling out

• Review your campaigns

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PACB Marketing Conference

Eric Cook, MBA 10

5/24/21

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#5. IMPLEMENTING INBOUND MARKETING BEST PRACTICES

KEY TAKEAWAY• Content throughout the buyer’s journey

delivers value and showcases authority

THE CUSTOMER• Give info and resources customers

need/want throughout the buyer’s journey

COVID+ CONSIDERATIONS• Customers are consuming more content

– Lean in on your social media channels, your emails, and your blog posts

• Review your content calendars, messaging, and posting schedules

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#6. CONVERTING YOUR WEBSITE VISITORS INTO LEADS

KEY TAKEAWAY• Building a performance-based website isn’t just

about design; it’s about architecture

THE CUSTOMER• The website experience you deliver to your

customers directly impacts your conversions

COVID+ CONSIDERATIONS• Customers expect your website to adapt

– Are you easy to do business with digitally– Online application and opening processes

• Are you answering the THREE critical questions with your website?

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PACB Marketing Conference

Eric Cook, MBA 11

5/24/21

21#7. SHORTENING THE SALES CYCLE WITH CONVERSATIONAL MARKETING

KEY TAKEAWAY• Technology can help build “connections” and

enable more conversations with your customers

THE CUSTOMER• Conversational paths specific to your buyer

personas can help serve relevant info

COVID+ CONSIDERATIONS• Customer-initiated conversations on the rise

– Chat volume has steadily increased– Dark social and messaging are effective

• A website chat is an easy way to get started

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22#8. KEEPING THE CONVERSATION GOING: THE NEW ROLE OF VIDEO MARKETING

KEY TAKEAWAY• When done properly, video can create

revenue, relationships and customer retention

THE CUSTOMER• Video allows you to converse and engage

with your customers in a dynamic way

COVID+ CONSIDERATIONS• Video is more important now than ever

– Enhance sales, marketing, branding, customer communications, and meetings

• Consider where video can be incorporated

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PACB Marketing Conference

Eric Cook, MBA 12

5/24/21

23#9. RETHINKING THE ROLE OF SEARCH AND SOCIAL IN YOUR SEARCH STRATEGY

KEY TAKEAWAY• SEO and social media have changed the way

you are being found online

THE CUSTOMER• Search and social are dictated by what your

customers find relevant and engaging

COVID+ CONSIDERATIONS• Consumer search behavior has shifted and

increased – Customers are searching differently

• Proactively manage your web presence, keywords, and search strategy

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#10. MANAGING AND NURTURING YOUR DATABASE

KEY TAKEAWAY• Spreadsheets don’t cut it anymore, you need

a centralized client management system

THE CUSTOMER• CRM and marketing automation enables

effective customer nurturing

COVID+ CONSIDERATIONS• Customer communication is essential

– Customers will empathize with merchants facing a crisis as long as you COMMUNICATE

• Outline your customer communication plan into your key segments

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PACB Marketing Conference

Eric Cook, MBA 13

5/24/21

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#11. ESTABLISHING A CUSTOMER LOYALTY STRATEGY

KEY TAKEAWAY• Keeping customers “loyal” to your

business is incredibly important

THE CUSTOMER• A loyal customers can provide repeat

purchases, referrals, and valuable feedback

COVID+ CONSIDERATIONS• Customer loyalty matters more than ever

– How you treat your customers will have a lasting effect on your brand

• Would your bank consider using a private Facebook Group?

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#12. TRACKING INSIGHTS THAT MATTER

KEY TAKEAWAY• Data is useless unless it is meaningful and

actionable

THE CUSTOMER• Tracking the interactions of your customers

will help drive your business forward

COVID+ CONSIDERATIONS• Analytics can help you understand the

COVID+ impact to your business– Proactively take action on trending data

• Review your data from the last year and pivot accordingly

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PACB Marketing Conference

Eric Cook, MBA 14

5/24/21

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Your Digital GuidebookAvailable on Amazon and other online book retailers. Search “WSI Digital Minds” or visit:https://bit.ly/wsibook-3

Or, to get them for FREE visit: BankMarketingResources.com and enter the code PACB2021 for a link to get ALL 12 chapters as individual PDFs (+ bonuses)!

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Let’s Stay Connected!https://linkedin.com/in/EricCookMBAhttps://facebook.com/ECookhttps://instagram.com/EricCookhttps://twitter.com/EricCookEmail: eric@poweredbywsi.comMobile: (269) 274-4276Digital Agency: https://www.PoweredByWSI.comBanker Community: https://www.TheLinkedBanker.com

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