FINANCIAL MARKETING INSIGHTS
Wasted financial brand communications: marketers must do better
6-minute video
Even standard notices can build love and loyalty for your financial institution's brand. Don't just "check the box" and send out a policy communication that squanders the opportunity to show value to customers. That's a wasted opportunity.
Win the Customer Experience Game with Personalization
“DEAR VALUED CUSTOMER” is the laziest greeting in business.
I recently received an email with this salutation from a company where I spent a significant amount of money about two years ago. They wanted to see if I needed more of their services. They even referenced a survey that I had “recently” filled out—but actually had done more than a year ago.
To start, the timing was odd. The work and the survey were so far in the past, I wondered if my name had ended up on the wrong list.
And more than a little tone deaf, “Dear Valued Customer” doesn’t make anyone feel valued. You may as well say, “Hey you!” and be the poster child for customer experience fails.
Your financial marketing to millennials may be as effective as an empty page
Attention financial marketers: before millennials can consider your institution and your products, they have to have awareness and understanding of those offerings and their benefits.
Many of your millennial customers are hungry for financial education at its most basic levels. If you’re not satisfying this need, your marketing may not be any more effective than an empty page.
Harness the power of brand champions for winning M&A communications
Marketers can find themselves scrambling as they try to manage every detail of (re)branding and communications to employees and customers during a merger or acquisition. It often makes sense to expand the team by reaching outside of the marketing department to multiply your power.
But who can help?
The number one target audience for every financial marketer is often overlooked
6-minute video
Many financial marketers set high goals for customer acquisition. And yes, those new customers are important. But the most important target audience is current customers: they already know and trust your brand.
