Independent Banker - March 2021 - 36

PORTFOLIO
◎FOCUS MARKETING
only that they were using the search
engine to look up information on
Pick up on signals
for better marketing
Using data from your community bank, an ad campaign or public sources
allows your marketing eff orts to find potential or existing customers
who've already shown interest in your brand. By Elizabeth Judd
his past spring, Google ads
for Bank of Charles Town
popped up on sites visited by
people in neighboring counties who
had searched the Small Business
Administration or Better Business
Bureau websites for Paycheck
Protection Program (PPP) loans. It
was one of the community bank's fi rst
forays into data-driven marketing.
The online ads were a way
to " directly target people really
T
interested in getting that aid, " says
Joshua Parham, digital marketing
strategist at the $630 million-asset
community bank in Charles Town,
W.Va. He adds that they ran two
one-week campaigns and got 50 to
60 prospects.
Parham explains that the bank
purchased data for individuals who
checked very specifi c boxes within
their Google searches. Bank of Charles
Town didn't know their identities,
PPP loans.
" We don't want it to be creepy, " he
says. " We thought about how to best
utilize the data that we have and how
not to freak people out with our ads. "
Rob Birgfeld, ICBA's chief
marketing offi cer, notes that
whenever someone interacts with an
ad, visits a landing page or fi lls out an
online form, they are sending signals.
" Data-driven marketing, " he says,
" is the opportunity to take those
signals-take what we know about
folks and what they tell us-and be
more effi cient and eff ective in how we
communicate with them. "
Bank of Charles Town worked with
Griffi n Technologies, which uses
demographic and online search data
to curate an audience for digital ads.
Errin McNulty, a customer success
manager for the Overland Park,
Kan.-based fi ntech, emphasizes that
36 Q ICBA Independent Banker Q March 2021

Independent Banker - March 2021

Table of Contents for the Digital Edition of Independent Banker - March 2021

Table of Contents
Independent Banker - March 2021 - Cover1
Independent Banker - March 2021 - Cover2
Independent Banker - March 2021 - Table of Contents
Independent Banker - March 2021 - 2
Independent Banker - March 2021 - 3
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Independent Banker - March 2021 - Cover3
Independent Banker - March 2021 - Cover4
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