Independent Banker - January 2022 - 18

PORTFOLIO
In a nutshell, paid social can
drive website traffic, promote
engagement, boost brand
recognition and generate leads for
businesses of all kinds.
In its simplest form, it expands
the reach of a community bank's
content. Anthony Englund, director
of digital strategy at MSPC, the
content marketing agency in
St. Paul, Minn., that publishes
Independent Banker, notes that
paid social can make an impact.
" Even a modest investment might
expand a post's reach and boost
engagement, " he says.
Starting a campaign
Depending on a community bank's
in-house resources, however,
creating a paid social campaign
◎FOCUS MARKETING
Paid social media's
place in your
marketing strategy
As social media platforms tinker with their algorithms, marketing experts
say one trend is clear: Paid social campaigns are becoming increasingly
necessary to cut through the noise and reach customers. They share tips
for how community banks can get started. By Amy Geist
ocial media has made it easier
for community banks to nurture
connections with prospects, customers
and the community.
Community banks and businesses
of all kinds often rely on an organic
approach to social media, sharing
content and engaging with followers
on Facebook, Instagram, Twitter and
S
others. Although posting organically
is an authentic way to build customer
relationships, it requires time and
patience to reach marketing goals.
To harness the power of social
media as an effective marketing tool,
community banks should consider
how paid social could amplify their
digital reach.
might feel daunting.
" A lot of community banks
don't have the luxury of having
a social media person, " says
Vanessa Hanson, ICBA's director
of digital and social engagement.
" Sometimes, the marketing team is
a one-person show. "
Budget is often an issue, too. So,
to get started, Hanson recommends
community banks try boosting a
popular post on their Facebook
page. " It's pretty simple to set [a
boost campaign] up, " she says.
" You can say, here's my budget,
here are the parameters, add your
payment method and hit go. " With
a minimum spend of $1 per day,
banks can choose a budget that
makes sense for them.
Community banks can also create
ads using Facebook Ads Manager
to promote new products and
services, an event or an educational
seminar using advanced targeting.
According to Englund, setting up an
account is simple.
" Essentially, you're writing
18 Q ICBA Independent Banker Q January 2022
Artwork by Oatawa/Getty Images

Independent Banker - January 2022

Table of Contents for the Digital Edition of Independent Banker - January 2022

Table of Contents
Independent Banker - January 2022 - Cover1
Independent Banker - January 2022 - Cover2
Independent Banker - January 2022 - Table of Contents
Independent Banker - January 2022 - 2
Independent Banker - January 2022 - 3
Independent Banker - January 2022 - 4
Independent Banker - January 2022 - 5
Independent Banker - January 2022 - 6
Independent Banker - January 2022 - 7
Independent Banker - January 2022 - 8
Independent Banker - January 2022 - 9
Independent Banker - January 2022 - 10
Independent Banker - January 2022 - 11
Independent Banker - January 2022 - 12
Independent Banker - January 2022 - 13
Independent Banker - January 2022 - 14
Independent Banker - January 2022 - 15
Independent Banker - January 2022 - 16
Independent Banker - January 2022 - 17
Independent Banker - January 2022 - 18
Independent Banker - January 2022 - 19
Independent Banker - January 2022 - 20
Independent Banker - January 2022 - 21
Independent Banker - January 2022 - 22
Independent Banker - January 2022 - 23
Independent Banker - January 2022 - 24
Independent Banker - January 2022 - 25
Independent Banker - January 2022 - 26
Independent Banker - January 2022 - 27
Independent Banker - January 2022 - 28
Independent Banker - January 2022 - 29
Independent Banker - January 2022 - 30
Independent Banker - January 2022 - 31
Independent Banker - January 2022 - 32
Independent Banker - January 2022 - 33
Independent Banker - January 2022 - 34
Independent Banker - January 2022 - 35
Independent Banker - January 2022 - 36
Independent Banker - January 2022 - 37
Independent Banker - January 2022 - 38
Independent Banker - January 2022 - 39
Independent Banker - January 2022 - 40
Independent Banker - January 2022 - 41
Independent Banker - January 2022 - 42
Independent Banker - January 2022 - 43
Independent Banker - January 2022 - 44
Independent Banker - January 2022 - 45
Independent Banker - January 2022 - 46
Independent Banker - January 2022 - 47
Independent Banker - January 2022 - 48
Independent Banker - January 2022 - 49
Independent Banker - January 2022 - 50
Independent Banker - January 2022 - 51
Independent Banker - January 2022 - 52
Independent Banker - January 2022 - 53
Independent Banker - January 2022 - 54
Independent Banker - January 2022 - 55
Independent Banker - January 2022 - 56
Independent Banker - January 2022 - 57
Independent Banker - January 2022 - 58
Independent Banker - January 2022 - 59
Independent Banker - January 2022 - 60
Independent Banker - January 2022 - 61
Independent Banker - January 2022 - 62
Independent Banker - January 2022 - 63
Independent Banker - January 2022 - 64
Independent Banker - January 2022 - 65
Independent Banker - January 2022 - 66
Independent Banker - January 2022 - 67
Independent Banker - January 2022 - 68
Independent Banker - January 2022 - Cover3
Independent Banker - January 2022 - Cover4
https://www.nxtbook.com/mspc/independentbanker/october2024
https://www.nxtbook.com/mspc/independentbanker/september2024
https://www.nxtbook.com/mspc/independentbanker/august2024
https://www.nxtbook.com/mspc/independentbanker/july2024
https://www.nxtbook.com/mspc/independentbanker/june2024
https://www.nxtbook.com/mspc/independentbanker/may2024
https://www.nxtbook.com/mspc/independentbanker/april2024
https://www.nxtbook.com/mspc/independentbanker/march2024
https://www.nxtbook.com/mspc/independentbanker/february2024
https://www.nxtbook.com/mspc/independentbanker/january2024
https://www.nxtbook.com/mspc/independentbanker/december2023
https://www.nxtbook.com/mspc/independentbanker/november2023
https://www.nxtbook.com/mspc/independentbanker/october2023
https://www.nxtbook.com/mspc/independentbanker/september2023
https://www.nxtbook.com/mspc/independentbanker/august2023
https://www.nxtbook.com/mspc/independentbanker/july2023
https://www.nxtbook.com/mspc/independentbanker/june2023
https://www.nxtbook.com/mspc/independentbanker/may2023
https://www.nxtbook.com/mspc/independentbanker/april2023
https://www.nxtbook.com/mspc/independentbanker/march2023
https://www.nxtbook.com/mspc/independentbanker/february2023
https://www.nxtbook.com/mspc/independentbanker/january2023
https://www.nxtbook.com/mspc/independentbanker/december2022
https://www.nxtbook.com/mspc/independentbanker/november2022
https://www.nxtbook.com/mspc/independentbanker/october2022
https://www.nxtbook.com/mspc/independentbanker/september2022
https://www.nxtbook.com/mspc/independentbanker/august2022
https://www.nxtbook.com/mspc/independentbanker/july2022
https://www.nxtbook.com/mspc/independentbanker/june2022
https://www.nxtbook.com/mspc/independentbanker/may2022
https://www.nxtbook.com/mspc/independentbanker/april2022
https://www.nxtbook.com/mspc/independentbanker/march2022
https://www.nxtbook.com/mspc/independentbanker/february2022
https://www.nxtbook.com/mspc/independentbanker/january2022
https://www.nxtbook.com/mspc/independentbanker/december2021
https://www.nxtbook.com/mspc/independentbanker/november2021
https://www.nxtbook.com/mspc/independentbanker/october2021
https://www.nxtbook.com/mspc/independentbanker/september2021
https://www.nxtbook.com/mspc/independentbanker/august2021
https://www.nxtbook.com/mspc/independentbanker/july2021
https://www.nxtbook.com/mspc/independentbanker/june2021
https://www.nxtbook.com/mspc/independentbanker/may2021
https://www.nxtbook.com/mspc/independentbanker/april2021
https://www.nxtbook.com/mspc/independentbanker/march2021
https://www.nxtbook.com/mspc/independentbanker/february2021
https://www.nxtbook.com/mspc/independentbanker/january2021
https://www.nxtbook.com/mspc/independentbanker/december2020
https://www.nxtbook.com/mspc/independentbanker/november2020
https://www.nxtbook.com/mspc/independentbanker/october2020
https://www.nxtbook.com/mspc/independentbanker/september2020
https://www.nxtbook.com/mspc/independentbanker/august2020
https://www.nxtbook.com/mspc/independentbanker/july2020
https://www.nxtbook.com/mspc/independentbanker/june2020
https://www.nxtbook.com/mspc/independentbanker/may2020
https://www.nxtbook.com/mspc/independentbanker/april2020
https://www.nxtbook.com/mspc/independentbanker/march2020
https://www.nxtbook.com/mspc/independentbanker/february2020
https://www.nxtbook.com/mspc/independentbanker/january2020
https://www.nxtbook.com/mspc/independentbanker/december2019
https://www.nxtbook.com/mspc/independentbanker/november2019
https://www.nxtbook.com/mspc/independentbanker/october2019
https://www.nxtbook.com/mspc/independentbanker/september2019
https://www.nxtbook.com/mspc/independentbanker/august2019
https://www.nxtbook.com/mspc/independentbanker/july2019
https://www.nxtbook.com/mspc/independentbanker/june2019
https://www.nxtbook.com/mspc/independentbanker/may2019
https://www.nxtbook.com/mspc/independentbanker/april2019
https://www.nxtbook.com/mspc/independentbanker/march2019
https://www.nxtbook.com/mspc/independentbanker/february2019
https://www.nxtbook.com/mspc/independentbanker/january2019
https://www.nxtbook.com/mspc/independentbanker/december2018
https://www.nxtbook.com/mspc/independentbanker/november2018
https://www.nxtbook.com/mspc/independentbanker/october2018
https://www.nxtbook.com/mspc/independentbanker/september2018
https://www.nxtbook.com/mspc/independentbanker/august2018
https://www.nxtbook.com/mspc/independentbanker/july2018
https://www.nxtbook.com/mspc/independentbanker/june2018
https://www.nxtbook.com/mspc/independentbanker/may2018
https://www.nxtbook.com/mspc/independentbanker/april2018
https://www.nxtbook.com/mspc/independentbanker/march2018
https://www.nxtbook.com/mspc/independentbanker/february2018
https://www.nxtbook.com/mspc/independentbanker/january2018
https://www.nxtbook.com/mspc/independentbanker/december2017
https://www.nxtbook.com/mspc/independentbanker/november2017
https://www.nxtbook.com/mspc/independentbanker/october2017
https://www.nxtbook.com/mspc/independentbanker/september2017
https://www.nxtbook.com/mspc/independentbanker/august2017
https://www.nxtbook.com/mspc/independentbanker/july2017
https://www.nxtbook.com/mspc/independentbanker/june2017
https://www.nxtbook.com/mspc/independentbanker/may2017
https://www.nxtbook.com/mspc/independentbanker/april2017
https://www.nxtbookmedia.com