Independent Banker - December 2018 - 37

Next: Looking back at a banner year for community banks
and advertising. One of the big selling points
of testimonials is that it establishes immediate
credibility, notes Sarah Bacehowski, president of
Mills Marketing in Des Moines, Iowa. " The most
effective sales pitch is from someone other than
yourself, " she says. " So, when you have a satisfied
customer who will do it for you, it can be very
impactful and relatable. "
Crockett National Bank, a $700 million-asset
community bank in San Antonio, Texas, first
" The most effective sales
pitch is from someone
other than yourself. "
-Sarah Bacehowski, Mills Marketing
started using testimonials about two years ago
by displaying them prominently on its website
homepage and Facebook. " I think it brings a real
live, personal touch to advertising, " says CEO
Todd Huckabee.
Telling a story
Customers of Crockett National Bank share their
experiences of closing a loan, opening a deposit
account or how the community bank helped them
grow their business.
For example, one attorney wrote: " It is my goal
to build a lifelong, multigenerational relationship
with my clients and their families. I choose
my business relationships on the same premise.
That's why I choose Crockett National Bank to be
my bank. "
Crockett is relying more on testimonials to
help tell its story as branch visits decline. " We
don't like brick-and-mortar. We think it's way too
costly, " says Huckabee.
The community bank serves customers in
central Texas with its four branch locations,
online banking and loan officers who are increasingly
mobile.
Huckabee says, " We really try to get to know
our customers, and the testimonials truly reflect
our relationship style at the bank. "
Beth Mattson-Teig is a writer in Minnesota.
independentbanker.org Q 37
8 tips for testimonial success
1. Make it authentic. People are tired of marketing spin. They
want original and believable stories from real people they
can relate to.
2. Include details. People want more than a generic
statement that a bank is " great to work with " or " has
friendly service. " The best testimonials reference a
particular product, service or experience, and say why that
experience was great.
3. Give the testimonial a face to go with it. Testimonials tend
to be more successful if they have a photo of the individual
to go along with it. Carrollton Bank, a $1.6 billion-asset
community bank in St. Louis, Mo., uses video testimonials
on its website with short soundbites from its business and
personal banking customers.
4. Make it easy for customers. Be proactive in interviewing
customers to draw out some comments for a testimonial,
and send someone out to take a photo of the individual at
their place of business.
5. Keep it fresh. Especially when posting testimonials on
social media, it is important to have a steady flow of new
testimonials. Remind everyone in the bank to be on the
lookout for potential testimonials to restock the pipeline.
6. Choose customers wisely. Choose testimonials from
customers who have a good reputation and will reflect well
on the bank. Do include a diverse mix that represents your
customer base.
7. Leverage business partners. Testimonials don't have to
come only from satisfied customers. Look to other trusted
partners who can recommend your services, such as
Realtors who recommend your bank to their customers.
8. Get final approval. Before posting or publishing a
testimonial, make sure the source knows where, how and
when that testimonial will be used, and has a chance to
review and approve the statement, photo or video.
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Independent Banker - December 2018

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