It was only two years ago when we were in the golden age of banking. The ten-year treasury was above 3%, loan growth was strong, funding cost was low, and credit quality was near its high - if not at record highs for some banks. Fast forward today, and you have a 0.67% ten-year, a large chunk of your balance sheet in forbearance, deteriorating credit quality, and margins near record lows. There are some obvious things that you should be doing to ensure you can survive in the long run.
Tag: Bank Marketing
In the last quarter, the money market world has changed, which has important implications for banks. Not only is it less competition, but the influence that money market funds have on banks is substantial, and so it means less pressure on rates. Less pricing influence means less deposit price sensitivity, which not only means rates are lower for banks, but marketing dollars go much farther. In this article, we look at some structural changes in the market and why now may be one of the best times in history to gather deposits.
Banks that complain about not doing enough in marketing or not having a big enough budget may just not be taking the right approach. We rarely see a bank fully utilize their content. If done right, you can get at least five times the conversions for almost the same expense as you spend now. What bank wouldn’t want five times the loans, deposits, or fees? In this article, we explore our approach to content marketing and how to “Relate, Repurpose, and Recycle” and how to use the “Content Blender.”
Since you probably spent time today discussing the Super Bowl ads (Smaht Pahk, Google, and Snickers were our favorites), we wanted to highlight an all-too-common mistake that many banks make. It can be argued that despite its high price, Super Bowl advertising is one of the best deals in marketing as you are assured a certain level of attention. Unfortunately, some brands waste it. Tim Pannell, the CEO of Financial Marketing Services, asked us last week what we thought of the picture below as it highlights the concept of waste in marketing.
When you are a banker, sometimes your workload doesn’t come in neat memos or emails. A lot of stuff just gets dropped off on your desk with notes to “Fix This” (like below) or solve that. Fortunately, a lot of these problems are easy to solve. In fact, one of the most popular strategic initiatives among community banks right now is the nebulous “Need to increase profitability,” which for more than half the estimated banks is an easy one to solve.
Throw all the facts that you want at someone, and you won’t move them to a position anywhere near the effectiveness than if you can work the facts into a story. From the dawn of man, our brains have become hardwired to place facts in context, and a story helps get us that context in the most efficient manner possible. Recently seeing the Irishman, reminded us what a good story is all about. In this article, we layout our checklist of elements that we use to tell stories during our sales process, in marketing, and as we sit around a table to explain things to ourselves.
While last week we focused on bank mobile app usage, in this article we take a look at how mobile and online usage compares to see what insights we can glean for bank marketing and customer experience management. Because your phone is always close-at-hand, mobile banking usage tends to be more stable and regular throughout the week and day. Mobile app banking usage tends to peak around lunch and stay steady until the late evening.
If you think the average American is on their phone throughout the day you are largely right. However, they may not be on your bank’s app. While the usage of the average app on your smartphone peaks at 8 pm at night, largely driven by social media, the average banking app peaks around lunchtime. In an attempt to better understand the banking customer, both retail and commercial, we charted the average banking app’s usage to uncover some actionable insights.
Few bankers doubt the power of great storytelling. Instead of advertising, many banks have evolved into showcasing a customer, employee, or creative narrative that walks the reader to some point of conflict and then tells of a resolution. A story gets the reader or listener emotionally connected to the bank in ways that traditional, single message advertising can’t. Over the past three years, banks have learned that it is not just about telling a story but how to construct marketing around the story that makes a difference.
“What do I need to open a checking account?” and “What is the best savings account?” are two trending bank-related searches that are becoming popular. In years past, potential bank customers used to put in a utilitarian “checking account” to search banks offering checking accounts. Now, given changing search engine algorithms, better content, and more comfort using conversational searches people are using complete sentences in their search query. As a result, some banks are leaping ahead of the competition by leveraging this trend.