Independent Banker - June 2023 - 15

With digital campaigns, things get
much more specific. Marketers can
choose the demographics of intended
audiences with precision and can try
out different approaches (such as
tone of voice, messaging or imagery)
budgets can always beef up a content
marketing library of blog posts,
infographics and videos.
" It's generally free of cost, and
until they hit on successful ones.
" With the right analytics in place,
you can start tracking responses
right from the moment you post
something, allowing you to review
data from click to conversion to the
opening of a product or service, "
says Leslie Osman, vice president
of marketing at $1.9 billion-asset
IncredibleBank in Wausau, Wis.
Types of paid digital
There are many different options for
paid digital marketing, and they're
changing all the time. What they
all have in common is a reputation
for generating tangible outcomes
through precision targeting,
says Bruce Gemmill, senior vice
president and chief marketing
officer at $2.3 billion-asset FVCbank
in Fairfax, Va.
One of Gemmill's top picks is
Google Ads. " It's an excellent choice
if you want to reach an audience
that's already interested in what
you have to offer, " he says. " On the
plus side, these ads are measurable
and effective. But competition can
be fierce, and the costs per click can
add up. "
Other options include social
media ads, which Gemmill says
are " great for targeting specific
audiences and using interesting ad
formats. " However, they may not
get the desired amount of organic
reach and may underperform due
to ad fatigue-when consumers
resist or avoid an ad because of
overexposure.
Display ads are a good choice for
visually increasing brand awareness,
" You need to be
consistent in your
[content library]
approach, and it's
good to be aware
that it can take time
to rank organically
on search engines
with only content
marketing. "
-JENNIFER KERCH, STILLMAN BANK
it's a catalyst for every other type
of digital marketing effort, " she
says. " You need to be consistent in
your approach, and it's good to be
aware that it can take time to rank
organically on search engines with
only content marketing. "
Kerch also points to the value of
SEO marketing, which uses keywords
to put information high on the search
results page. " It's cost effective, and
it can increase brand visibility, " she
says. " On the downside, it takes a
lot of time and education to learn
how to strategically employ those
keywords. " As with most other
channels, search engines like Google
don't stay still, so the learning curve
never really flattens. The algorithms
are constantly changing.
In-house or agency?
but he notes that, as with social
media ads, the click-through rates
can be lower, and people might get
tired of seeing them. Everyone is
hopping onto the video bandwagon
these days, and Gemmill notes
that videos have the potential to be
highly engaging. " Still, you need to
factor in video production costs, "
he says, " and you need to finely
craft your messaging to contend
with consumers' increasingly short
attention spans. "
For a low-cost option, consider
this suggestion from Jennifer
Kerch, marketing and social media
specialist at $600 million-asset
Stillman Bank in Stillman Valley,
Ill. She says banks with limited
While some banks are dedicated
to DIY marketing, others rely
on agency help. " I've found that
outsourcing the digital pieces that
change rapidly is best for me, "
Osman says. " It doesn't require me
to stay on top of all the changes or
risk having a specialist in house who
becomes obsolete because the role
needs to change so much. "
Outsourcing some work to an
agency, she explains, " allows our
internal staff to know our brand and
how we show up, and to study our
audiences and goals. Because we
know our brand and strategies better
than anyone, we can translate that
to our agency partner, who helps
us execute. "
Budgetary considerations
As you're considering what you can
accomplish within your budget, keep
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Independent Banker - June 2023

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