Independent Banker - December 2018 - 36

PORTFOLIO
Let your customers be your
sales force
Marketing
Customer reviews are an
increasingly powerful tool in
any company's marketing plan. Here's how
your community bank can take advantage of
this shift. By Beth Mattson-Teig
hese days, product reviews on sites such
as Amazon and Yelp make or break buying
decisions. Customer reviews are a great way for
potential buyers to " test-drive " a product or service
based on someone else's experience. And
while community banks don't sell toasters or stereo
speakers, testimonials can be a way to apply
this strategy to promote financial products and
attract new customers.
36 Q ICBA Independent Banker Q December 2018
T
Studies consistently show that consumers are
relying more and more on online reviews when
they are shopping for products and services,
selecting a restaurant or choosing who to do
business with, whether it is an attorney, a window
cleaner or a local bank.
In fact, 58 percent of consumers recently surveyed
by the consulting group Podium said they
look at online reviews at least weekly, and 93 percent
said online reviews have an impact on their
purchase decision.
To ride this wave, more community banks
are putting testimonials front and center on
their websites and social media, as well as using
them in printed marketing materials, brochures
Quick stat
93%
of respondents
said online
reviews affect
their purchase
decisions
Source: Podium

Independent Banker - December 2018

Table of Contents for the Digital Edition of Independent Banker - December 2018

Table of Contents
Independent Banker - December 2018 - Intro
Independent Banker - December 2018 - Cover1
Independent Banker - December 2018 - Cover2
Independent Banker - December 2018 - Table of Contents
Independent Banker - December 2018 - 2
Independent Banker - December 2018 - 3
Independent Banker - December 2018 - 4
Independent Banker - December 2018 - 5
Independent Banker - December 2018 - 6
Independent Banker - December 2018 - 7
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Independent Banker - December 2018 - 36
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Independent Banker - December 2018 - 76
Independent Banker - December 2018 - Cover3
Independent Banker - December 2018 - Cover4
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