February 8, 2022

4 Things to Tell Leadership About Social Media Measurement

According to a 2021 CMO survey, 59% of CMOs reported increased pressure from CEOs to prove the impact of their marketing efforts. As the world grows increasingly digital, markers at financial institutions have likely been feeling that pressure when it comes to their social media marketing strategies in particular.

Marketing managers might understand the power of social, but many financial institution leaders are simply more accustomed to traditional marketing tactics. While it’s clear how old efforts contributed to their bottom lines, social media can be a bit vaguer on the surface. Non-marketers in the financial space often see it as a personal channel for memes and political arguments rather than a valuable tool for achieving business outcomes.

But social media can drive business results for financial institutions. With adequate effort, investment, and resources, organic and paid social media will fit into the sales funnel and drive conversion. And when leadership calls the shots on the social media marketing budget, marketers must prove to them that further investment is a lucrative move.

How to Prove the Power of Social Media

So how can marketing managers show leadership teams that social media strategies are worthy of more investment? By measuring the success of their social media programs and getting metrics in front of leadership.

When it comes to proving what social can do to drive a financial institution quickly toward its goals, data tells a powerful story. The truth — and the proof — is in the analytics. Focus on these key points to make your strongest case to leadership:

1. Efficiency

Social media measurement in itself is nearly impossible to do manually. If you’re trying to get telling analytics with a spreadsheet, you won’t have much luck. Social media measurement, like most analytics, requires the right tools.

Quantify the time you spend on measurement to appeal to management. The right analytics tools can help you collect valuable marketing data faster and easier. Data shows that simplifying workflows with technology can free up 20–30% of employees’ time, so show leadership that with the right tools, you can up your efficiency to do more faster.

Another reason leaders might shy away from the idea of a robust social media marketing strategy is compliance. Financial services is a heavily regulated industry, and electronic communication is certainly not exempt from regulatory scrutiny. Again, the right tools can help. Denim Social’s platform, for example, enables marketers to keep social media compliant in an efficient way. Among other compliance features, the platform automates approval workflows so the right people can sign off on the right social content with ease before it ever goes live.

2. Targeting

As algorithms change and organic social media is no longer a promising strategy on its own, marketers need to persuade leadership teams to invest in paid social media. Not only will paid get your messages in front of the right people with direct targeting capabilities, but it can also provide more data to help you understand what your target audience groups want and need.

By tracking paid performance by target audience group, you can better understand who’s connecting with what content and hone your social media strategy to connect with more prospects. Show leadership teams that when every message lands in front of exactly the right people, you’re maximizing social media marketing budget dollars — instead of wasting them on irrelevant or unengaged audiences.

3. Competitor tracking

Help leaders understand that, while measuring your own social media performance offers valuable insights, measuring your competitors’ performance can take your marketing game to the next level.

With social listening tools that enable you to track competitors’ social media activity, leaders can see your organization’s performance benchmarked against competitors and get a clear picture of where social needs more investment to stay competitive.

What’s more, social listening tools offer financial institutions a clear line of sight into how other brands are resonating with customers and encouraging engagement on social. Your brand can use those insights to craft even more relevant messaging and keep a leg up on the competition at all times.

4. Conversion opportunities

Landing page linking strategies on social media drive conversions, and nothing is more compelling to a leadership team than a direct line from marketing spend to sales. Track form completion rates to present a clear picture of how many viewers have deemed your content valuable enough to exchange their information for. Then, tie that to sales data to see how many prospects who submitted their information and received follow-ups from sales teams eventually signed on.

When you can draw that clear line from social post all the way to conversion, the bottom-line impact is clear to see. Compare that to traditional marketing tactics — has your leadership team ever seen a recorded, data-backed customer conversion metric from a billboard? Not likely.

Marketers know that staying relevant in today’s digital world requires a strong approach to social media marketing. Show leaders how upping efficiency, performance metrics, and competitive insight can empower your marketing team to elevate a data-driven social media strategy that delivers clear, measurable results.

Interested to learn more about how to track your social media results? Sign-up for a demo with Denim Social to explore our Analytics tools.

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February 8, 2022

4 Things to Tell Leadership About Social Media Measurement

By
Denim Social

According to a 2021 CMO survey, 59% of CMOs reported increased pressure from CEOs to prove the impact of their marketing efforts. As the world grows increasingly digital, markers at financial institutions have likely been feeling that pressure when it comes to their social media marketing strategies in particular.

Marketing managers might understand the power of social, but many financial institution leaders are simply more accustomed to traditional marketing tactics. While it’s clear how old efforts contributed to their bottom lines, social media can be a bit vaguer on the surface. Non-marketers in the financial space often see it as a personal channel for memes and political arguments rather than a valuable tool for achieving business outcomes.

But social media can drive business results for financial institutions. With adequate effort, investment, and resources, organic and paid social media will fit into the sales funnel and drive conversion. And when leadership calls the shots on the social media marketing budget, marketers must prove to them that further investment is a lucrative move.

How to Prove the Power of Social Media

So how can marketing managers show leadership teams that social media strategies are worthy of more investment? By measuring the success of their social media programs and getting metrics in front of leadership.

When it comes to proving what social can do to drive a financial institution quickly toward its goals, data tells a powerful story. The truth — and the proof — is in the analytics. Focus on these key points to make your strongest case to leadership:

1. Efficiency

Social media measurement in itself is nearly impossible to do manually. If you’re trying to get telling analytics with a spreadsheet, you won’t have much luck. Social media measurement, like most analytics, requires the right tools.

Quantify the time you spend on measurement to appeal to management. The right analytics tools can help you collect valuable marketing data faster and easier. Data shows that simplifying workflows with technology can free up 20–30% of employees’ time, so show leadership that with the right tools, you can up your efficiency to do more faster.

Another reason leaders might shy away from the idea of a robust social media marketing strategy is compliance. Financial services is a heavily regulated industry, and electronic communication is certainly not exempt from regulatory scrutiny. Again, the right tools can help. Denim Social’s platform, for example, enables marketers to keep social media compliant in an efficient way. Among other compliance features, the platform automates approval workflows so the right people can sign off on the right social content with ease before it ever goes live.

2. Targeting

As algorithms change and organic social media is no longer a promising strategy on its own, marketers need to persuade leadership teams to invest in paid social media. Not only will paid get your messages in front of the right people with direct targeting capabilities, but it can also provide more data to help you understand what your target audience groups want and need.

By tracking paid performance by target audience group, you can better understand who’s connecting with what content and hone your social media strategy to connect with more prospects. Show leadership teams that when every message lands in front of exactly the right people, you’re maximizing social media marketing budget dollars — instead of wasting them on irrelevant or unengaged audiences.

3. Competitor tracking

Help leaders understand that, while measuring your own social media performance offers valuable insights, measuring your competitors’ performance can take your marketing game to the next level.

With social listening tools that enable you to track competitors’ social media activity, leaders can see your organization’s performance benchmarked against competitors and get a clear picture of where social needs more investment to stay competitive.

What’s more, social listening tools offer financial institutions a clear line of sight into how other brands are resonating with customers and encouraging engagement on social. Your brand can use those insights to craft even more relevant messaging and keep a leg up on the competition at all times.

4. Conversion opportunities

Landing page linking strategies on social media drive conversions, and nothing is more compelling to a leadership team than a direct line from marketing spend to sales. Track form completion rates to present a clear picture of how many viewers have deemed your content valuable enough to exchange their information for. Then, tie that to sales data to see how many prospects who submitted their information and received follow-ups from sales teams eventually signed on.

When you can draw that clear line from social post all the way to conversion, the bottom-line impact is clear to see. Compare that to traditional marketing tactics — has your leadership team ever seen a recorded, data-backed customer conversion metric from a billboard? Not likely.

Marketers know that staying relevant in today’s digital world requires a strong approach to social media marketing. Show leaders how upping efficiency, performance metrics, and competitive insight can empower your marketing team to elevate a data-driven social media strategy that delivers clear, measurable results.

Interested to learn more about how to track your social media results? Sign-up for a demo with Denim Social to explore our Analytics tools.

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BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

Financial institutions often play it safe when it comes to marketing — and for good reason. They need to be certain they follow all compliance and governing regulations. But problems can also arise when firms play it too safe with their marketing mix and forgo largely effective modern tactics, such as paid social media advertising.

Organic social media should still have a place in your strategy, especially in a social selling program. Cultivating organic posts from your associates' accounts is a great way to add context, richness, and humanity to your brand. For current customers, organic social media posts can be a way to demonstrate the heart and culture of your company as you provide “behind the scenes” and in-office content that speaks to the personalities and values of your employees and institution.

For prospective customers, organic social can serve as a "verifier." A strong social media presence signals to prospects that your company and employees are legitimate and lends more insight into your value proposition.

However, what’s missing in this social media marketing strategy is the value for top-of-funnel leads — those who don’t know anything about your institution yet. According to a recent study, only 2.2% of your followers see your posts on Facebook, 5.5% on LinkedIn, and 9.4% on Instagram. Paid social media advertising is one of the most effective ways to introduce people who aren’t yet following your producers, loan officers, or advisors to your institution at the right place and the right time.

Organic and Paid: Better Together

Organic and paid social have a symbiotic relationship. Organic social builds first-degree connections and facilitates awareness, engagement, and branding, while paid social allows you to reach larger, more tailored audiences.

For instance, if you’re working for a wealth management firm, your top-of-funnel leads are unlikely to find your firm by searching Facebook, but if they happen to be scrolling and see your Facebook ad for a financial advisor's retirement planning services, they are more likely to navigate to your social and landing pages. There, your organic posts, which have been building over time, can show off the legitimacy of your brand and your advisor's expertise.

The question, then, is how to marry existing organic strategies with paid campaigns in your social media strategy for the highest return. Start here:

1. Amplify what works (and drop what isn't).

With paid social media ads, you can see immediate results, which makes them great for testing. If a post is underperforming, use A/B testing to experiment with different images, copy, and calls to action to make improvements for the future. A/B testing helps you isolate what elements of your ads need to change by showing which ones resonate and which don’t.

This method can even be applied to previously organic content: Did an employee's post have unexpectedly high engagement? Use it as a blueprint to try to isolate why. A paid ad will bring the post in front of greater audiences, and changing a few aspects can help identify why it was so successful in the first place.

As you see what’s performing, invest more dollars into posts that convert while cutting or changing content that doesn’t. With paid social media ads, you can see immediate results versus organic’s longer-term commitment. That makes paid ads well-suited to testing.

2. Expand your audience base.

Both organic and paid social media can help increase your reach on social media, and it starts with activating advisors in addition to brand pages. A social selling approach can increase your results tenfold and drive higher engagement. Facebook ads reach 1.95 billion average monthly users, and an average user clicks 12 ads per month, so significant reach is up for grabs.

With an organic social selling strategy, you can reach more people in your existing social and professional communities. But with a complementary paid ad strategy on top of that, you can break through your first-degree social connections to reach second- and third-degree connections, who will include important professional referral sources.

Utilize paid amplification of employee posts to benefit. Your advisors should be your brand's ambassadors, so up your social selling game by maximizing the reach of their posts.

3. Drive leads into conversions.

Don't let your marketing funnel lead to dead ends. Make sure employees are linking back to your site or other relevant brand content. A well-crafted organic post that drives to a landing page can be the start of a meaningful digital experience that creates business results. Combine this with paid social media ads, which can generate leads by offering call-to-action options that get attention and clicks.

For instance, an organic post can drive a prospective customer to a first-time homebuyer guide. But a paid social post lets you experiment further with a call-to-action button that makes taking the next step easy for potential customers.

Organic and paid social advertising work best in tandem. To ensure you're getting the most out of your social selling strategy, check out our Social Selling Playbook for Financial Marketers.

Social marketing can be customized to fit virtually every advertiser’s need, thanks to its wide array of targeting options. However, it can also be overwhelming for financial institutions to understand how to harness the full benefits of paid social media advertising. With the tools now available, how do financial institution marketers find the right target audiences and expand reach effectively?

By tapping into paid social advertising, financial institutions can put their ads in front of the right people at the right time. Whether it’s reaching new customers or addressing the needs of existing customers, paid ads help financial institutions find customers who not only fit the demographics they are looking to target, but also who are actively interested in the products or services they’re offering.

While different social media networks may have different rules or regulations for financial institutions, social media advertising drives results that make risk well worth it. And with Denim Social’s platform, you can be confident that no post will go live without being fully compliant.

How to Create Effective Campaigns to Reach Your Target Audience

Once you’ve chosen a social media network, you need to understand how to best utilize it. Social media’s power isn’t just in finding the people most receptive to your message. It’s also in helping you deliver the most effective advertising possible. As one of the top players in paid social advertising, Facebook offers a few different tools to help you do this, and other social media channels have similar features.

Facebook’s Audience Insights feature provides you with aggregate data on current followers and other Facebook users. Here, you can see a breakdown of useful information, such as relationship statuses, job titles, hobbies, and interests. This data can be channeled into creating content that’s more likely to capture your audience’s attention and keep them engaged.

Also useful are its Page and Video Insights, which show how your audience responds to your content and who your most active followers are. By looking at metrics like how long people watch your videos, who clicked on certain links, or where your most engaged users are from, you can continuously improve the effectiveness of your paid social advertising and your social media content in general.

3 Steps for Finding and Reaching Your Most Profitable Audience

Whatever platforms and tools you use, remember that experimentation is one key to reaching audiences effectively. Another is using those tools to create target audience profiles with data-based strategies. Begin with these steps:

1. Start with your Core Audience.

Your Core Audience is the foundation upon which you’ll build your social media marketing strategy. It should be made up of people who align with your broader business and marketing objectives — as well as those who already follow you on social media.

On Facebook, there are five simple but powerful criteria you can use to flesh out this audience: location, demographics, interests, behavior, and connections. For example, in the mortgage industry, you would limit your Core Audience to those who live in the geographic area you serve. You could also target those whose behavior indicates a recent interest in home financing.

2. Use Custom Audiences to reach out to people engaging with your content.

Now that you have a solid foundation, you need to build on that by adding those who have shown interest in your content. That’s where Custom Audiences come into play. With this feature, you can connect with people who have not only liked your page, but also have visited your website or downloaded your app. Custom Audiences also make it possible for institutions to include existing lists of leads and targets, ensuring that your targeted ads reach the maximum number of interested parties.

A mortgage loan officer, for instance, could take advantage of this feature by targeting ads to people who’ve visited their financial institution’s website, rather than only relying on the same basic demographics that other loan officers in the area are probably using.

3. Disrupt your competition with Lookalike Audiences.

The first two steps of this social marketing process should give you a reliable, engaged pool of potential customers to whom you can advertise. However, if you stop there, your ability to grow that pool will be limited. To reap the full benefits of paid advertising, you need to take advantage of Facebook’s algorithms with Lookalike Audiences.

This feature allows you to find people with similar interests, behaviors, and characteristics to your Custom and Core Audiences. By picking a percentage range of how much you want your new audience to match your current one, you can choose to either reach a wider, more general audience, or find people almost identical to your current target. It’s completely up to you.

This can be a very effective tool, especially in financial services. The ability to launch a lookalike ad campaign for a particular location and demographic could help you connect with high-quality targets who may have never connected with you if they hadn’t seen your ad. In many cases, these new leads are already seeing ads from similar institutions, which means you’re now getting a chance to bring your brand top of mind.

Paid social media ads can be some of the most effective advertising out there, both in terms of the number of conversions and cost-effectiveness. For financial institutions who want to be strategic about their target audience and expand their reach, there’s no better place to start than with paid social media advertising. Ready to launch your own paid social advertising campaign? Request a demo to find out how Denim Social can help.

The ability to collect, interpret, and act on current customer data to cross-sell targeted products and services is a critical driver of revenue for banks, especially for mortgage lenders. Borrowers purchase an average of 11 mortgages in their lifetime, yet lenders retain fewer than 20 percent of past customers on average. That’s a lot of missed opportunity.

One survey of nearly 300 financial institutions found that 64 percent of respondents are not using data to cross-sell to existing customers. It makes sense: In today’s fast-paced landscape, many financial services marketers have enough on their hands.

Digital marketing changes at a breakneck pace, and it can be difficult to keep up with constant developments, let alone all the data. Many marketers do not know how to access or analyze customer data to capitalize on cross-selling opportunities. Further complicating the situation, significant structural barriers, such as siloed teams, can limit communication between data analysts and marketers.

Many marketers pour the time and resources they do have into new customer acquisition, but cross-selling within the ranks of existing customers is a much more lucrative strategy. Acquiring new customers is significantly more expensive than retaining existing ones. An increase in customer retention rates by a mere 5 percent can boost profits by 25 to 95 percent.

Social media marketing strategy for cross-selling in banking

Fortunately, collecting the right customer data to fuel cross-selling efforts does not have to be a daunting task. A strong social media marketing strategy is an excellent means of collecting and acting on valuable data, and with the right approach, can be easy to pull off at scale. Consider the following key principles to effectively gather and integrate data from social media and up your cross-selling game:

1. Understand your audience and what’s important to them. Social media is an excellent listening tool. By tracking likes, comments, shares and click-throughs, you can gain valuable insights about what content is resonating with existing customers and where your cross-selling opportunities lie. Remember that tracking existing customer engagement is key; while the probability of selling to a new lead is just 5 to 20 percent, the probability of cross-selling to a customer is 60 to 70 percent.

Consider, for example, you’ve shared a post with tips for first-time homebuyers. the post gets a lot of engagement from your current followers, many of which have accounts with you. This could indicate that those customers are interested in securing their first mortgage.

2. Target your messaging strategically. Social media is also a strong targeting tool. Once you’ve gathered engagement data, create custom lists within your customer roster, and retarget those customers with paid social media ads for relevant cross-selling opportunities. Retargeting is a great way to add power to your existing organic social media strategy. Building onto the example above, this could look like targeting ads for first-time mortgage seekers to the existing customers who engaged with your first-time homebuying post.

When targeting paid ads, remember that timing can go a long way toward effectiveness and efficiency. You want to personalize ads to land the right messages at the right time. For example, a year after someone closes a mortgage with your institution, you know that they already own a home, trust your institution, and may be looking to do some home renovations. You can capitalize on the cross-selling opportunity by serving them an ad about home equity loans for improvements right when they’re likely considering diving into a new project.

3. Use content to keep customers engaged. You can also use engagement data to see which customers have not engaged with your team lately. Use paid social as an opportunity to remind these customers why they chose you in the first place and show them what you still have to offer with valuable digital journeys. Re-engagement initiatives shouldn’t create digital dead ends—they should lead your customers to engage further with your brand.

Link to personalized landing pages from both paid and organic posts to guide customers to valuable content and gate the content behind contact submission forms to collect more valuable data from customers. For example, your homebuying tips post will pique the interest of customers who are looking to secure their first mortgage. Include a link in the post to a landing page on your website that houses a guidebook on first-time mortgage seekers. Customers can put their information into the contact submission form in exchange for the guide, and the form can alert your team to make a follow-up call. The customer gets valuable information, and your team gets a cross-selling opportunity right in their hands.

Combined, these principles aim to boost revenue and build stronger relationships. When you use data to understand your customers, deliver content when it matters most and personalize the digital journey, you can keep customers engaged and offer them more and more value through targeted cross-selling opportunities.

This article was originally published in ABA Bank Marketing.

Want to keep mortgage business flowing for your organization? Social media marketing for mortgage loan officers is key. Their social presence has greater reach and drives more engagement than brand pages alone. But to realize the full benefits of a social media marketing strategy, loan officers must post the right content frequently and consistently.

Of course, loan officers are busier than ever as they navigate a record-setting mortgage environment. They’re also loan officers — not marketers. Marketing teams must support their social media mortgage marketing efforts to create effective social selling programs that drive results. Monthly social media content plans that outline who will post what and when can help. Consider these tips when creating plans for your loan officers:

1. Schedule educational and promotional content on their behalf.

To determine how many posts to work into your loan officers’ monthly social media content plans, start with Denim Social’s recent benchmark report to see how often your competitors are posting. The frequency will depend greatly on your team and available resources, but remember that consistency is critical.

From there, consider the types of content to create and schedule. Loan officer content should be a mix of financial education, personalized posts, and limited promotion. Marketers can easily create and schedule education and promotional posts with a platform like Denim Social, which offers curated content libraries filled with posts from trusted third-party news sources. Linking to these in social media posts is a quick and easy way to share valuable educational content, and Denim Social saves marketers from spending hours digging for the right information.

Promotional content should be limited and meaningful. Branded posts should still be valuable to audiences. Include additional education or information with each post, and consider developing personalized landing pages on your website to link prospects to a tailored and personalized experience from every social post.

2. Guide them in developing their own personal posts.

Along with educational and limited promotional content, mortgage loan officers should also share personal content. This is their greatest opportunity to drive engagement, especially within local communities. Content like photos from community events, videos discussing local market conditions, and closing photos add a human level to the business that helps show audiences authenticity and creates connection points.

Authenticity is key here, though, which means loan officers should create and post this type of content themselves. Luckily, it’s the easiest and most fun to develop, so they’re likely to be more receptive to the idea, especially if you’re handing educational and promotional posts for them.

3. Make compliance easy.

Of course, all electronic communication — even posts and engagements from individual mortgage loan officers on social media — must remain compliant with financial regulatory bodies. Your loan officers might be nervous about posting on social media for fear of overstepping important compliance boundaries, but the right social media marketing tools can help ease their minds and make ensuring compliance simple and fast.

Denim Social offers automated approval workflows to ensure that every post gets in front of the right people before going live. In this way, mortgage loan officers can become more comfortable and confident posting compliantly with ease. In fact, we’ve heard some loan officers say they’ve learned “compliance by osmosis” — in other words, they learn what is and isn’t approved each time they submit a post for approval with our platform.

Social media marketing for mortgage loan officers is the best way to reach and engage audiences while setting the stage for trusting, long-lasting relationships. But marketers can’t pull it off without their loan officers’ participation. Along with creating a thoughtful monthly content plan, marketers can help encourage loan officers by clearly showing them the value in social media mortgage marketing and how easy it can be with the right tools. Schedule a demo today to learn more about how our dedicated Customer Success Team can get your loan officers on board and excited about using social media to drive their business.


How Denim Social Works With Agency Partners to Create Consistent,Compliant Digital Marketing for Financial Services

Many financial institutions partner with outside agencies to create digital marketing experiences. They hire agencies to do what they do best: build connections to customers in creative ways. Even with this support, however, financial services marketers still have to ensure every piece of digital marketing stays compliant and distribute those pieces to their brand, branch, and employee feeds.

That’s where Denim Social fits into the picture — not as a replacement for agencies you’re already working with, but as a tool to boost their efforts. Financial institutions can turn to Denim Social to work with agency partners to activate more effective, efficient, and compliant social media marketing strategies. When agencies can rely on our compliance and management platform to cover the logistics behind social media marketing, they can focus all of their energy on crafting impactful campaigns. And financial institutions can get more out of their marketing dollars.

Here’s how we can work with agency partners to support financial institutions’ social media strategies and digital marketing efforts:

1. Curated Content for Social Media

So you’ve hired an agency to craft your social media marketing strategy and write attention-grabbing, interest-piquing posts. But not all of your social media posts should be new content. Your brand and employees should also share relevant news or helpful guides from other reliable sources.

You don’t need to task your agency partners with curating existing material Denim Social can free up their time to focus on creating new campaigns with our curated content support.​ Our integration with content curation industry leader UpContent brings relevant, curated articles directly to the Denim Social platform, so marketers or agencies don’t have to be responsible for sourcing every post. That means a lot, especially for financial institutions running social selling campaigns where hundreds or even thousands of employees post brand-related content.

2. Social Media Compliance Tools

The last thing any digital marketing agency wants is to create content that will land your brand in regulatory trouble. But financial institution marketers understand that even one noncompliant post could be a big problem. Denim Social can serve as the compliance checkpoint between the content an agency creates and the public, ensuring no posts go live that shouldn’t.

Our platform offers keyword and phrase filtering to bring any creative copy with potentially noncompliant messaging to your attention — before it goes live. What’s more, automated approval workflows can streamline agencies’ communication with financial institution marketers, compliance teams, and other stakeholders to get the proper sign-off on every post with ease. Marketers also know they must record every social post and interaction in case they get audited by regulatory agencies, but agency partners shouldn’t have to focus their efforts on administrative tasks and record-keeping. That’s where Denim Social can help with automatic archiving tools to get tedious tasks out of the way and let agencies do what they do best. 

3. Paid Social Media Management
Denim Social can work with agencies to deliver the best possible results for paid social media advertising. Our proprietary social media ads manager automatically optimizes ads’ performance and consolidates all social media platforms into one easily accessible dashboard for a one-stop shop.

When agencies can efficiently manage and optimize ads, they can easily scale campaigns at the brand, location, and advisor level. And when agencies can scale further and deliver more results, financial institutions get more bang for their agency buck.

4. Accurate, Data-Driven Results

Financial institution leaders need data to inform the smartest and most impactful decisions when determining where to allocate their marketing budgets. So agencies must provide that data to prove their worth beyond vanity metrics alone. Denim Social can help by clearly connecting social media campaigns to real business results.


For example, agency partners can easily create landing pages for each campaign using our Landing Page Builder. From there, they can incorporate landing page links into the social media marketing strategy and track analytics to see how many prospects followed the digital journey from social post to landing page to getting in touch to learn more. Essentially, social media can drive conversions — which translates to more profit for your institution. And Denim Social can help provide the analytics agencies need to prove it.

Successful digital marketing for financial services has to cover a lot of bases. It must be relevant, consistent, and compliant. Few financial institutions can do all of that on their own — and even their agency partners can use a hand to create more efficient and effective campaigns. That’s whereDenim Social fits into the mix. We don’t replace agencies: We support them in creating the strongest possible social media marketing strategies for financial institutions.

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GUIDES

4 Things to Tell Leadership About Social Media Measurement

According to a 2021 CMO survey, 59% of CMOs reported increased pressure from CEOs to prove the impact of their marketing efforts. As the world grows increasingly digital, markers at financial institutions have likely been feeling that pressure when it comes to their social media marketing strategies in particular.

Marketing managers might understand the power of social, but many financial institution leaders are simply more accustomed to traditional marketing tactics. While it’s clear how old efforts contributed to their bottom lines, social media can be a bit vaguer on the surface. Non-marketers in the financial space often see it as a personal channel for memes and political arguments rather than a valuable tool for achieving business outcomes.

But social media can drive business results for financial institutions. With adequate effort, investment, and resources, organic and paid social media will fit into the sales funnel and drive conversion. And when leadership calls the shots on the social media marketing budget, marketers must prove to them that further investment is a lucrative move.

How to Prove the Power of Social Media

So how can marketing managers show leadership teams that social media strategies are worthy of more investment? By measuring the success of their social media programs and getting metrics in front of leadership.

When it comes to proving what social can do to drive a financial institution quickly toward its goals, data tells a powerful story. The truth — and the proof — is in the analytics. Focus on these key points to make your strongest case to leadership:

1. Efficiency

Social media measurement in itself is nearly impossible to do manually. If you’re trying to get telling analytics with a spreadsheet, you won’t have much luck. Social media measurement, like most analytics, requires the right tools.

Quantify the time you spend on measurement to appeal to management. The right analytics tools can help you collect valuable marketing data faster and easier. Data shows that simplifying workflows with technology can free up 20–30% of employees’ time, so show leadership that with the right tools, you can up your efficiency to do more faster.

Another reason leaders might shy away from the idea of a robust social media marketing strategy is compliance. Financial services is a heavily regulated industry, and electronic communication is certainly not exempt from regulatory scrutiny. Again, the right tools can help. Denim Social’s platform, for example, enables marketers to keep social media compliant in an efficient way. Among other compliance features, the platform automates approval workflows so the right people can sign off on the right social content with ease before it ever goes live.

2. Targeting

As algorithms change and organic social media is no longer a promising strategy on its own, marketers need to persuade leadership teams to invest in paid social media. Not only will paid get your messages in front of the right people with direct targeting capabilities, but it can also provide more data to help you understand what your target audience groups want and need.

By tracking paid performance by target audience group, you can better understand who’s connecting with what content and hone your social media strategy to connect with more prospects. Show leadership teams that when every message lands in front of exactly the right people, you’re maximizing social media marketing budget dollars — instead of wasting them on irrelevant or unengaged audiences.

3. Competitor tracking

Help leaders understand that, while measuring your own social media performance offers valuable insights, measuring your competitors’ performance can take your marketing game to the next level.

With social listening tools that enable you to track competitors’ social media activity, leaders can see your organization’s performance benchmarked against competitors and get a clear picture of where social needs more investment to stay competitive.

What’s more, social listening tools offer financial institutions a clear line of sight into how other brands are resonating with customers and encouraging engagement on social. Your brand can use those insights to craft even more relevant messaging and keep a leg up on the competition at all times.

4. Conversion opportunities

Landing page linking strategies on social media drive conversions, and nothing is more compelling to a leadership team than a direct line from marketing spend to sales. Track form completion rates to present a clear picture of how many viewers have deemed your content valuable enough to exchange their information for. Then, tie that to sales data to see how many prospects who submitted their information and received follow-ups from sales teams eventually signed on.

When you can draw that clear line from social post all the way to conversion, the bottom-line impact is clear to see. Compare that to traditional marketing tactics — has your leadership team ever seen a recorded, data-backed customer conversion metric from a billboard? Not likely.

Marketers know that staying relevant in today’s digital world requires a strong approach to social media marketing. Show leaders how upping efficiency, performance metrics, and competitive insight can empower your marketing team to elevate a data-driven social media strategy that delivers clear, measurable results.

Interested to learn more about how to track your social media results? Sign-up for a demo with Denim Social to explore our Analytics tools.

Thank you! Your submission has been received!
Download Guide
Oops! Something went wrong while submitting the form.
ALL GUIDES:

BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

As any marketer worth their salt will tell you, analytics should drive your social strategy. The key to success is understanding how to link social media efforts to ROI metrics. Read this guide to learn how to gain insights that matter, optimize your strategy and prove your social success.

It’s no surprise that social media can help drive results for your mortgage business. In fact, the question for most marketers at mortgage lending institutions isn’t IF they should be doing more social media marketing - it’s HOW. Download to learn how to:

  • Scale your social selling program
  • Plan your content strategy
  • Train your loan officers

AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

Instant Download

Find out how more than 400 financial institutions across asset classes, geographies, and more used social media in 2020 to effectively support their business objectives. We’ve also outlined key trends to inform your social media future.

As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

So how can marketers ensure that their loan officers stand out? The answer is social media.

Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

Every Mortgage Marketer Should Ask Themselves

Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

Download this guidebook to learn how marketers are using social media to:

  • Drive business with the lowest digital spend compared to traditional media
  • Position employees as thought-leaders while leveraging their collective reach of their social media presence
  • Ultimately, build trust with their communities and customers that translates to positive business results

Read this guide if you’re asking yourself:

  • Is my social media policy current and comprehensive?
  • How do I ensure social media compliance during M&A?
  • What do I need to consider for direct messaging compliance?

In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

Download this guidebook to learn how marketers are using social media to:

  • Drive business with the lowest digital spend compared to traditional media
  • Position employees as thought-leaders while leveraging their collective reach of their social media presence
  • Ultimately, build trust with their communities and customers that translates to positive business results

Every Financial Services Marketer Should Ask Themselves

Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

Stronger Customer Relationships on Instagram

Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

How 6 Financial Marketers Are Creating Value in Social Media

Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

Download this guidebook to learn how 3 mortgage lenders are using social media to:

  • Position themselves in a place the community is already looking ... their social media
  • Empower loan officers to engage in local conversations
  • Turn their institution's loan officers into the voice of their brand
  • Build trust within the community

Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

  • Who does what
  • The right structure to execute strategy
  • How compliance software can help

Enjoy!

Download this guidebook to learn how marketers are using social media to:

  • Drive business with the lowest digital spend compared to traditional media
  • Position employees as thought-leaders while leveraging their collective reach of their social media presence
  • Ultimately, build trust with their communities and customers that translates to positive business results

ABA Study: The Current State of Social Media

See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    Evolve Bank & Trust (“Evolve”) is an $700M+ asset institution with nearly 40 Home Loan Centers (HLC) and nearly 500 employees nationwide. See how Denim Social helped Evolve activate Home Loan Center Facebook pages over the course of just a few months.

    Download Here
    GUIDES

    4 Things to Tell Leadership About Social Media Measurement

    According to a 2021 CMO survey, 59% of CMOs reported increased pressure from CEOs to prove the impact of their marketing efforts. As the world grows increasingly digital, markers at financial institutions have likely been feeling that pressure when it comes to their social media marketing strategies in particular.

    Marketing managers might understand the power of social, but many financial institution leaders are simply more accustomed to traditional marketing tactics. While it’s clear how old efforts contributed to their bottom lines, social media can be a bit vaguer on the surface. Non-marketers in the financial space often see it as a personal channel for memes and political arguments rather than a valuable tool for achieving business outcomes.

    But social media can drive business results for financial institutions. With adequate effort, investment, and resources, organic and paid social media will fit into the sales funnel and drive conversion. And when leadership calls the shots on the social media marketing budget, marketers must prove to them that further investment is a lucrative move.

    How to Prove the Power of Social Media

    So how can marketing managers show leadership teams that social media strategies are worthy of more investment? By measuring the success of their social media programs and getting metrics in front of leadership.

    When it comes to proving what social can do to drive a financial institution quickly toward its goals, data tells a powerful story. The truth — and the proof — is in the analytics. Focus on these key points to make your strongest case to leadership:

    1. Efficiency

    Social media measurement in itself is nearly impossible to do manually. If you’re trying to get telling analytics with a spreadsheet, you won’t have much luck. Social media measurement, like most analytics, requires the right tools.

    Quantify the time you spend on measurement to appeal to management. The right analytics tools can help you collect valuable marketing data faster and easier. Data shows that simplifying workflows with technology can free up 20–30% of employees’ time, so show leadership that with the right tools, you can up your efficiency to do more faster.

    Another reason leaders might shy away from the idea of a robust social media marketing strategy is compliance. Financial services is a heavily regulated industry, and electronic communication is certainly not exempt from regulatory scrutiny. Again, the right tools can help. Denim Social’s platform, for example, enables marketers to keep social media compliant in an efficient way. Among other compliance features, the platform automates approval workflows so the right people can sign off on the right social content with ease before it ever goes live.

    2. Targeting

    As algorithms change and organic social media is no longer a promising strategy on its own, marketers need to persuade leadership teams to invest in paid social media. Not only will paid get your messages in front of the right people with direct targeting capabilities, but it can also provide more data to help you understand what your target audience groups want and need.

    By tracking paid performance by target audience group, you can better understand who’s connecting with what content and hone your social media strategy to connect with more prospects. Show leadership teams that when every message lands in front of exactly the right people, you’re maximizing social media marketing budget dollars — instead of wasting them on irrelevant or unengaged audiences.

    3. Competitor tracking

    Help leaders understand that, while measuring your own social media performance offers valuable insights, measuring your competitors’ performance can take your marketing game to the next level.

    With social listening tools that enable you to track competitors’ social media activity, leaders can see your organization’s performance benchmarked against competitors and get a clear picture of where social needs more investment to stay competitive.

    What’s more, social listening tools offer financial institutions a clear line of sight into how other brands are resonating with customers and encouraging engagement on social. Your brand can use those insights to craft even more relevant messaging and keep a leg up on the competition at all times.

    4. Conversion opportunities

    Landing page linking strategies on social media drive conversions, and nothing is more compelling to a leadership team than a direct line from marketing spend to sales. Track form completion rates to present a clear picture of how many viewers have deemed your content valuable enough to exchange their information for. Then, tie that to sales data to see how many prospects who submitted their information and received follow-ups from sales teams eventually signed on.

    When you can draw that clear line from social post all the way to conversion, the bottom-line impact is clear to see. Compare that to traditional marketing tactics — has your leadership team ever seen a recorded, data-backed customer conversion metric from a billboard? Not likely.

    Marketers know that staying relevant in today’s digital world requires a strong approach to social media marketing. Show leaders how upping efficiency, performance metrics, and competitive insight can empower your marketing team to elevate a data-driven social media strategy that delivers clear, measurable results.

    Interested to learn more about how to track your social media results? Sign-up for a demo with Denim Social to explore our Analytics tools.

    Download the Guide

    Thank you! Your submission has been received!
    Download Guide
    Oops! Something went wrong while submitting the form.
    Download Guide
    ALL GUIDES:

    BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

    In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

    As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

    Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

    Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

    To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

    The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

    In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

    As any marketer worth their salt will tell you, analytics should drive your social strategy. The key to success is understanding how to link social media efforts to ROI metrics. Read this guide to learn how to gain insights that matter, optimize your strategy and prove your social success.

    It’s no surprise that social media can help drive results for your mortgage business. In fact, the question for most marketers at mortgage lending institutions isn’t IF they should be doing more social media marketing - it’s HOW. Download to learn how to:

    • Scale your social selling program
    • Plan your content strategy
    • Train your loan officers

    AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

    Instant Download

    Find out how more than 400 financial institutions across asset classes, geographies, and more used social media in 2020 to effectively support their business objectives. We’ve also outlined key trends to inform your social media future.

    As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

    So how can marketers ensure that their loan officers stand out? The answer is social media.

    Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

    Every Mortgage Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Read this guide if you’re asking yourself:

    • Is my social media policy current and comprehensive?
    • How do I ensure social media compliance during M&A?
    • What do I need to consider for direct messaging compliance?

    In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Every Financial Services Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Stronger Customer Relationships on Instagram

    Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

    How 6 Financial Marketers Are Creating Value in Social Media

    Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

    Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

    Download this guidebook to learn how 3 mortgage lenders are using social media to:

    • Position themselves in a place the community is already looking ... their social media
    • Empower loan officers to engage in local conversations
    • Turn their institution's loan officers into the voice of their brand
    • Build trust within the community

    Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

    • Who does what
    • The right structure to execute strategy
    • How compliance software can help

    Enjoy!

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    ABA Study: The Current State of Social Media

    See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    Evolve Bank & Trust (“Evolve”) is an $700M+ asset institution with nearly 40 Home Loan Centers (HLC) and nearly 500 employees nationwide. See how Denim Social helped Evolve activate Home Loan Center Facebook pages over the course of just a few months.

    Download Here
    GUIDES

    4 Things to Tell Leadership About Social Media Measurement

    According to a 2021 CMO survey, 59% of CMOs reported increased pressure from CEOs to prove the impact of their marketing efforts. As the world grows increasingly digital, markers at financial institutions have likely been feeling that pressure when it comes to their social media marketing strategies in particular.

    Marketing managers might understand the power of social, but many financial institution leaders are simply more accustomed to traditional marketing tactics. While it’s clear how old efforts contributed to their bottom lines, social media can be a bit vaguer on the surface. Non-marketers in the financial space often see it as a personal channel for memes and political arguments rather than a valuable tool for achieving business outcomes.

    But social media can drive business results for financial institutions. With adequate effort, investment, and resources, organic and paid social media will fit into the sales funnel and drive conversion. And when leadership calls the shots on the social media marketing budget, marketers must prove to them that further investment is a lucrative move.

    How to Prove the Power of Social Media

    So how can marketing managers show leadership teams that social media strategies are worthy of more investment? By measuring the success of their social media programs and getting metrics in front of leadership.

    When it comes to proving what social can do to drive a financial institution quickly toward its goals, data tells a powerful story. The truth — and the proof — is in the analytics. Focus on these key points to make your strongest case to leadership:

    1. Efficiency

    Social media measurement in itself is nearly impossible to do manually. If you’re trying to get telling analytics with a spreadsheet, you won’t have much luck. Social media measurement, like most analytics, requires the right tools.

    Quantify the time you spend on measurement to appeal to management. The right analytics tools can help you collect valuable marketing data faster and easier. Data shows that simplifying workflows with technology can free up 20–30% of employees’ time, so show leadership that with the right tools, you can up your efficiency to do more faster.

    Another reason leaders might shy away from the idea of a robust social media marketing strategy is compliance. Financial services is a heavily regulated industry, and electronic communication is certainly not exempt from regulatory scrutiny. Again, the right tools can help. Denim Social’s platform, for example, enables marketers to keep social media compliant in an efficient way. Among other compliance features, the platform automates approval workflows so the right people can sign off on the right social content with ease before it ever goes live.

    2. Targeting

    As algorithms change and organic social media is no longer a promising strategy on its own, marketers need to persuade leadership teams to invest in paid social media. Not only will paid get your messages in front of the right people with direct targeting capabilities, but it can also provide more data to help you understand what your target audience groups want and need.

    By tracking paid performance by target audience group, you can better understand who’s connecting with what content and hone your social media strategy to connect with more prospects. Show leadership teams that when every message lands in front of exactly the right people, you’re maximizing social media marketing budget dollars — instead of wasting them on irrelevant or unengaged audiences.

    3. Competitor tracking

    Help leaders understand that, while measuring your own social media performance offers valuable insights, measuring your competitors’ performance can take your marketing game to the next level.

    With social listening tools that enable you to track competitors’ social media activity, leaders can see your organization’s performance benchmarked against competitors and get a clear picture of where social needs more investment to stay competitive.

    What’s more, social listening tools offer financial institutions a clear line of sight into how other brands are resonating with customers and encouraging engagement on social. Your brand can use those insights to craft even more relevant messaging and keep a leg up on the competition at all times.

    4. Conversion opportunities

    Landing page linking strategies on social media drive conversions, and nothing is more compelling to a leadership team than a direct line from marketing spend to sales. Track form completion rates to present a clear picture of how many viewers have deemed your content valuable enough to exchange their information for. Then, tie that to sales data to see how many prospects who submitted their information and received follow-ups from sales teams eventually signed on.

    When you can draw that clear line from social post all the way to conversion, the bottom-line impact is clear to see. Compare that to traditional marketing tactics — has your leadership team ever seen a recorded, data-backed customer conversion metric from a billboard? Not likely.

    Marketers know that staying relevant in today’s digital world requires a strong approach to social media marketing. Show leaders how upping efficiency, performance metrics, and competitive insight can empower your marketing team to elevate a data-driven social media strategy that delivers clear, measurable results.

    Interested to learn more about how to track your social media results? Sign-up for a demo with Denim Social to explore our Analytics tools.

    Download the Guide

    Thank you! Your submission has been received!
    Download Guide
    Oops! Something went wrong while submitting the form.
    Download Guide
    ALL GUIDES:

    BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

    In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

    As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

    Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

    Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

    To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

    The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

    In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

    As any marketer worth their salt will tell you, analytics should drive your social strategy. The key to success is understanding how to link social media efforts to ROI metrics. Read this guide to learn how to gain insights that matter, optimize your strategy and prove your social success.

    It’s no surprise that social media can help drive results for your mortgage business. In fact, the question for most marketers at mortgage lending institutions isn’t IF they should be doing more social media marketing - it’s HOW. Download to learn how to:

    • Scale your social selling program
    • Plan your content strategy
    • Train your loan officers

    AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

    Instant Download

    Find out how more than 400 financial institutions across asset classes, geographies, and more used social media in 2020 to effectively support their business objectives. We’ve also outlined key trends to inform your social media future.

    As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

    So how can marketers ensure that their loan officers stand out? The answer is social media.

    Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

    Every Mortgage Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Read this guide if you’re asking yourself:

    • Is my social media policy current and comprehensive?
    • How do I ensure social media compliance during M&A?
    • What do I need to consider for direct messaging compliance?

    In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Every Financial Services Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Stronger Customer Relationships on Instagram

    Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

    How 6 Financial Marketers Are Creating Value in Social Media

    Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

    Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

    Download this guidebook to learn how 3 mortgage lenders are using social media to:

    • Position themselves in a place the community is already looking ... their social media
    • Empower loan officers to engage in local conversations
    • Turn their institution's loan officers into the voice of their brand
    • Build trust within the community

    Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

    • Who does what
    • The right structure to execute strategy
    • How compliance software can help

    Enjoy!

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    ABA Study: The Current State of Social Media

    See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    Evolve Bank & Trust (“Evolve”) is an $700M+ asset institution with nearly 40 Home Loan Centers (HLC) and nearly 500 employees nationwide. See how Denim Social helped Evolve activate Home Loan Center Facebook pages over the course of just a few months.

    Download Here
    GUIDES

    4 Things to Tell Leadership About Social Media Measurement

    According to a 2021 CMO survey, 59% of CMOs reported increased pressure from CEOs to prove the impact of their marketing efforts. As the world grows increasingly digital, markers at financial institutions have likely been feeling that pressure when it comes to their social media marketing strategies in particular.

    Marketing managers might understand the power of social, but many financial institution leaders are simply more accustomed to traditional marketing tactics. While it’s clear how old efforts contributed to their bottom lines, social media can be a bit vaguer on the surface. Non-marketers in the financial space often see it as a personal channel for memes and political arguments rather than a valuable tool for achieving business outcomes.

    But social media can drive business results for financial institutions. With adequate effort, investment, and resources, organic and paid social media will fit into the sales funnel and drive conversion. And when leadership calls the shots on the social media marketing budget, marketers must prove to them that further investment is a lucrative move.

    How to Prove the Power of Social Media

    So how can marketing managers show leadership teams that social media strategies are worthy of more investment? By measuring the success of their social media programs and getting metrics in front of leadership.

    When it comes to proving what social can do to drive a financial institution quickly toward its goals, data tells a powerful story. The truth — and the proof — is in the analytics. Focus on these key points to make your strongest case to leadership:

    1. Efficiency

    Social media measurement in itself is nearly impossible to do manually. If you’re trying to get telling analytics with a spreadsheet, you won’t have much luck. Social media measurement, like most analytics, requires the right tools.

    Quantify the time you spend on measurement to appeal to management. The right analytics tools can help you collect valuable marketing data faster and easier. Data shows that simplifying workflows with technology can free up 20–30% of employees’ time, so show leadership that with the right tools, you can up your efficiency to do more faster.

    Another reason leaders might shy away from the idea of a robust social media marketing strategy is compliance. Financial services is a heavily regulated industry, and electronic communication is certainly not exempt from regulatory scrutiny. Again, the right tools can help. Denim Social’s platform, for example, enables marketers to keep social media compliant in an efficient way. Among other compliance features, the platform automates approval workflows so the right people can sign off on the right social content with ease before it ever goes live.

    2. Targeting

    As algorithms change and organic social media is no longer a promising strategy on its own, marketers need to persuade leadership teams to invest in paid social media. Not only will paid get your messages in front of the right people with direct targeting capabilities, but it can also provide more data to help you understand what your target audience groups want and need.

    By tracking paid performance by target audience group, you can better understand who’s connecting with what content and hone your social media strategy to connect with more prospects. Show leadership teams that when every message lands in front of exactly the right people, you’re maximizing social media marketing budget dollars — instead of wasting them on irrelevant or unengaged audiences.

    3. Competitor tracking

    Help leaders understand that, while measuring your own social media performance offers valuable insights, measuring your competitors’ performance can take your marketing game to the next level.

    With social listening tools that enable you to track competitors’ social media activity, leaders can see your organization’s performance benchmarked against competitors and get a clear picture of where social needs more investment to stay competitive.

    What’s more, social listening tools offer financial institutions a clear line of sight into how other brands are resonating with customers and encouraging engagement on social. Your brand can use those insights to craft even more relevant messaging and keep a leg up on the competition at all times.

    4. Conversion opportunities

    Landing page linking strategies on social media drive conversions, and nothing is more compelling to a leadership team than a direct line from marketing spend to sales. Track form completion rates to present a clear picture of how many viewers have deemed your content valuable enough to exchange their information for. Then, tie that to sales data to see how many prospects who submitted their information and received follow-ups from sales teams eventually signed on.

    When you can draw that clear line from social post all the way to conversion, the bottom-line impact is clear to see. Compare that to traditional marketing tactics — has your leadership team ever seen a recorded, data-backed customer conversion metric from a billboard? Not likely.

    Marketers know that staying relevant in today’s digital world requires a strong approach to social media marketing. Show leaders how upping efficiency, performance metrics, and competitive insight can empower your marketing team to elevate a data-driven social media strategy that delivers clear, measurable results.

    Interested to learn more about how to track your social media results? Sign-up for a demo with Denim Social to explore our Analytics tools.

    Download the Guide

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    ALL GUIDES:

    BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

    In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

    As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

    Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

    Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

    To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

    The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

    In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

    As any marketer worth their salt will tell you, analytics should drive your social strategy. The key to success is understanding how to link social media efforts to ROI metrics. Read this guide to learn how to gain insights that matter, optimize your strategy and prove your social success.

    It’s no surprise that social media can help drive results for your mortgage business. In fact, the question for most marketers at mortgage lending institutions isn’t IF they should be doing more social media marketing - it’s HOW. Download to learn how to:

    • Scale your social selling program
    • Plan your content strategy
    • Train your loan officers

    AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

    Instant Download

    Find out how more than 400 financial institutions across asset classes, geographies, and more used social media in 2020 to effectively support their business objectives. We’ve also outlined key trends to inform your social media future.

    As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

    So how can marketers ensure that their loan officers stand out? The answer is social media.

    Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

    Every Mortgage Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Read this guide if you’re asking yourself:

    • Is my social media policy current and comprehensive?
    • How do I ensure social media compliance during M&A?
    • What do I need to consider for direct messaging compliance?

    In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Every Financial Services Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Stronger Customer Relationships on Instagram

    Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

    How 6 Financial Marketers Are Creating Value in Social Media

    Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

    Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

    Download this guidebook to learn how 3 mortgage lenders are using social media to:

    • Position themselves in a place the community is already looking ... their social media
    • Empower loan officers to engage in local conversations
    • Turn their institution's loan officers into the voice of their brand
    • Build trust within the community

    Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

    • Who does what
    • The right structure to execute strategy
    • How compliance software can help

    Enjoy!

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    ABA Study: The Current State of Social Media

    See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    Evolve Bank & Trust (“Evolve”) is an $700M+ asset institution with nearly 40 Home Loan Centers (HLC) and nearly 500 employees nationwide. See how Denim Social helped Evolve activate Home Loan Center Facebook pages over the course of just a few months.

    Download Here

    RESOURCES

    NEWS
    February 8, 2022

    4 Things to Tell Leadership About Social Media Measurement

    By
    Denim Social

    According to a 2021 CMO survey, 59% of CMOs reported increased pressure from CEOs to prove the impact of their marketing efforts. As the world grows increasingly digital, markers at financial institutions have likely been feeling that pressure when it comes to their social media marketing strategies in particular.

    Marketing managers might understand the power of social, but many financial institution leaders are simply more accustomed to traditional marketing tactics. While it’s clear how old efforts contributed to their bottom lines, social media can be a bit vaguer on the surface. Non-marketers in the financial space often see it as a personal channel for memes and political arguments rather than a valuable tool for achieving business outcomes.

    But social media can drive business results for financial institutions. With adequate effort, investment, and resources, organic and paid social media will fit into the sales funnel and drive conversion. And when leadership calls the shots on the social media marketing budget, marketers must prove to them that further investment is a lucrative move.

    How to Prove the Power of Social Media

    So how can marketing managers show leadership teams that social media strategies are worthy of more investment? By measuring the success of their social media programs and getting metrics in front of leadership.

    When it comes to proving what social can do to drive a financial institution quickly toward its goals, data tells a powerful story. The truth — and the proof — is in the analytics. Focus on these key points to make your strongest case to leadership:

    1. Efficiency

    Social media measurement in itself is nearly impossible to do manually. If you’re trying to get telling analytics with a spreadsheet, you won’t have much luck. Social media measurement, like most analytics, requires the right tools.

    Quantify the time you spend on measurement to appeal to management. The right analytics tools can help you collect valuable marketing data faster and easier. Data shows that simplifying workflows with technology can free up 20–30% of employees’ time, so show leadership that with the right tools, you can up your efficiency to do more faster.

    Another reason leaders might shy away from the idea of a robust social media marketing strategy is compliance. Financial services is a heavily regulated industry, and electronic communication is certainly not exempt from regulatory scrutiny. Again, the right tools can help. Denim Social’s platform, for example, enables marketers to keep social media compliant in an efficient way. Among other compliance features, the platform automates approval workflows so the right people can sign off on the right social content with ease before it ever goes live.

    2. Targeting

    As algorithms change and organic social media is no longer a promising strategy on its own, marketers need to persuade leadership teams to invest in paid social media. Not only will paid get your messages in front of the right people with direct targeting capabilities, but it can also provide more data to help you understand what your target audience groups want and need.

    By tracking paid performance by target audience group, you can better understand who’s connecting with what content and hone your social media strategy to connect with more prospects. Show leadership teams that when every message lands in front of exactly the right people, you’re maximizing social media marketing budget dollars — instead of wasting them on irrelevant or unengaged audiences.

    3. Competitor tracking

    Help leaders understand that, while measuring your own social media performance offers valuable insights, measuring your competitors’ performance can take your marketing game to the next level.

    With social listening tools that enable you to track competitors’ social media activity, leaders can see your organization’s performance benchmarked against competitors and get a clear picture of where social needs more investment to stay competitive.

    What’s more, social listening tools offer financial institutions a clear line of sight into how other brands are resonating with customers and encouraging engagement on social. Your brand can use those insights to craft even more relevant messaging and keep a leg up on the competition at all times.

    4. Conversion opportunities

    Landing page linking strategies on social media drive conversions, and nothing is more compelling to a leadership team than a direct line from marketing spend to sales. Track form completion rates to present a clear picture of how many viewers have deemed your content valuable enough to exchange their information for. Then, tie that to sales data to see how many prospects who submitted their information and received follow-ups from sales teams eventually signed on.

    When you can draw that clear line from social post all the way to conversion, the bottom-line impact is clear to see. Compare that to traditional marketing tactics — has your leadership team ever seen a recorded, data-backed customer conversion metric from a billboard? Not likely.

    Marketers know that staying relevant in today’s digital world requires a strong approach to social media marketing. Show leaders how upping efficiency, performance metrics, and competitive insight can empower your marketing team to elevate a data-driven social media strategy that delivers clear, measurable results.

    Interested to learn more about how to track your social media results? Sign-up for a demo with Denim Social to explore our Analytics tools.

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    OTHER NEWS:

    Geographically dispersed across midwest and southwest, BOK Financial saw an opportunity to use loan officer social media to build their regional presence and community relationships. Recognizing the potential in a local-focused strategy, BOK Financial wanted hyper-local custom content to inspire follower engagement.

    In this case study, we'll look at how BOK Financial and Denim Social teamed up to get loan officers active on social and more engaged with their local communities.

    Click below to learn how they did it.

    Personal relationships are the bedrock of the financial advice industry. Nearly 75 percent of investors prioritize personal relationships when evaluating investment providers, Deloitte found. That’s why providers—even online brokers and robo-advisory firms—are taking care to preserve the human touch. Even with a growing trend toward digital automation to streamline trades and more, human connection is still paramount.

    Bank marketers should reflect that by personalizing the digital experiences that they create for wealth management clients and prospects. Investors are accustomed to receiving personalized content online, including from their favorite retailers. They expect the same levels of customization from their service providers.

    The benefits of customer personalization are mutual for investors and banks. When customers receive content tailored to their needs and financial situations, they understand their investment opportunities better and feel empowered to make the right financial decisions. And when they see wealth advisors addressing their specific needs—such as estate, retirement or education planning—they will naturally feel like those advisors understand their needs and can help them.

    By contrast, when banks and advisors neglect personalization, they risk what Bain and Company calls “hidden defection,” or customers buying high-margin products such as loans, investments, and credit cards from competitors. Even if investors do not leave, they will go elsewhere to place their investments and purchase new financial products. Many customers who defect are attracted by personalized direct offers. That said, almost 80 percent of customers surveyed by Bain said they would have bought from their primary financial institutions if the banks had made equivalent offers.

    It is clear that by creating improved digital experiences, banks can retain their clients’ business and even gain wallet share. So, how can they adjust their bank marketing strategies to prioritize customer personalization and build relationships?

    1. Embrace a social selling strategy.

    Whether financial advisors like it or not, their digital profiles affect how prospects view them. Almost 50 percent of investors say social media impacts whom they hire as a financial professional. And 33 percent report they seek financial advice online, according to Financial Advisor reporting on a Hartford Funds survey. Wealth advisors need to use social media to build rapport (and trust) with clients and prospects. When they demonstrate their value routinely, they’re more likely to be top of mind when customers are ready to purchase. That’s how strong digital profiles lay the foundation for social selling.

    Social selling adheres to the same core principles as in-person selling: building relationships with customers, demonstrating knowledge, educating them and helping solve their problems. It all just happens online. Social selling empowers financial advisors to add value for customers through digital means when they wouldn’t have had the opportunity otherwise. Ultimately, sales reps who regularly share content are 45% more likely to exceed their quotas. So it is worth wealth advisors’ time to beef up their social profiles and engage with contacts.

    2. Join customers on their preferred channels.

    Investors are getting their information somewhere. it is essential to find out where that information comes from and to meet investors where they are.

    Then, financial advisors should create profiles on those channels and organically engage with prospective clients. Why? Twenty percent of investors told Hartford Funds that a wealth advisor’s social media was their sole deciding factor when evaluating a financial professional.

    For older investors, this might be traditional news channels’ Twitter or Facebook feeds. For younger investors, this could be newer channels such as TikTok. More than one-third of Gen Z Americans say they get financial advice from TikTok, and only 24 percent of investors in this age group get advice from financial advisors, according to a recent Vericast survey. That represents a big opportunity for financial advisors to win young investors’ business by meeting them through these channels. The key is to make any engagement enjoyable and authentic so that clients don’t feel like financial advisors are just trying to sell to them.

    3. Create connected customer journeys.

    Posting on social media is a great start, but if bank marketers want to drive ROI, they must create more robust digital journeys. The key to connected investor journeys is to avoid digital dead ends and always offer clear next steps.

    At the start of the journey, wealth advisors must interact and create two-way dialogue online with existing audiences. They should then expand their audiences through tactics such as paid social media advertising, which can help them reach investors similar to their current customers or new target audiences.

    In their social posts, financial advisors can drive audiences to content-driven landing pages that contain resources to download in exchange for contact information, which can help capture leads. Every step of the way, investors need to see the value, whether through educational content that wealth advisors share, access to more in-depth resources or complimentary consultations.

    Banks benefit when they embrace customer personalization in their marketing strategies to keep customers engaged, build rapport and ultimately close more sales. That starts with giving wealth advisors access to the right processes and technology to deliver personalized education and offers. Once properly empowered, advisors can meet clients where they are, establish themselves as trustworthy, generate more leads and reduce the risk of “hidden defection” over time.

    This article was originally published in ABA Bank Marketing.

    Content is king. And in today’s digital market, social media is the queen consort. Considering that 40% of Generation Z prefer to use social media over Google as a search engine, every brand (in every industry) needs to be thinking about how to stay relevant and discoverable on social media. So, how do you, as an insurance marketer, help your brand stand out? Include your agents in your strategy by activating a social selling program, empowering them to post unique content to their own social networks to leverage social media as a viable sales avenue.

    Including social selling in your brand marketing strategy is so important because consumers want to speak with more than just a brand; they want to feel connected to the services they use and the people who provide them. The distribution of genuine content — from both carriers and local agents — helps humanize insurance and forges stronger connections between agents and the communities they serve. This shouldn’t come as a surprise, as about 70% of young insurance agents already use Facebook and LinkedIn. But being on social channels means little if intermediaries don’t have the compelling content needed to drive engagement.

    So, that sparks a few basic questions: What does effective social selling content look like, how can insurance marketers and agents curate and create the right content, and what tools are necessary to execute a social selling program at scale? Below, we’ll demystify the process of creating and distributing high-quality social selling content that fuels customer connections and, ultimately, sales.

    High-Quality Social Selling Content: What Does It Look Like?

    Above all else, social selling content should be personal, authentic, and tailored to both the community an agent serves and the audience they hope to reach. An insurance agent’s social outreach should illustrate not a provider-to-customer relationship but a human-to-human relationship — after all, people buy from people. As the marketer, it’ll be your responsibility to help intermediaries understand how to do this. But your efforts will pay off in your social metrics: Content shared by employees receives eight times the engagement of posts from brand pages.

    So, what are the essential components of great content?

    • Personal connection — Social selling content should bring agents’ personalities to life to help customers feel connected to them. Whatever skills they leverage to connect with clients in real life are the same skills they should lean on when posting to social media. Are they always cracking jokes? Digging into the latest industry topic? Or maybe relating to clients through a personal hobby? Creating content for social should be an extension of the personality agents bring to their desks when sitting across from clients.

    Personalizing goes beyond just posting, too! Engaging and interacting with others’ content that aligns with your skills, hobbies, and professional strategy is just as important. Including yourself in conversations not only keeps you top of mind, but is also an easy way to diversify your content strategy. Adding context and perspective to others’ content adds variety to your presence and takes the pressure off always having to come up with something from scratch.

    • Authenticity — Anything you share on social should come from the heart; 88% of consumers cite authenticity as a key factor when choosing between brands. An agent should be real about the value they offer others, the problems they can solve, and the real-life experiences they’ve navigated. Agents can share behind-the-scenes peeks into their daily work lives, such as updates about meetings (and photos, with permission!) with long-tenured clients or snapshots of their lives outside the office. Maybe they took their dog to work and can share a photo — possibly alongside information on commercial property insurance for pets at the office.

    Using firsthand storytelling is an authentic way to form deeper connections with customers. If your intermediaries feel nervous, remind them just to be themselves! After all, they’re in sales for a reason. The connections they make are equally real, regardless of whether they happened in person or on social.

    • Community focus — Local agents have an advantage over national carriers because they’re living within the communities they serve. When agents speak with local perspectives, they solidify their reputations as trustworthy and knowledgeable.

    When agents share snippets from their own lives, they can easily transform themselves into micro-influencers within their communities. For example, if agents are grabbing flowers for the office, they can tag their local florist in a shout-out on their agency social accounts. If one of their carriers donates to local causes, the agent could highlight what the support means to the community (and themselves).

    When your social selling content hits the trifecta of community focus, authenticity, and personal connection, agents are most likely to be bringing in leads and harnessing all that social media has to offer. But understanding what high-quality social selling content should look like is only the first step; the next steps involve building out your content distribution process, or the steps between drafting a post and hitting “publish.”

    Bringing Social Selling to Life

    As a social media marketer in the insurance world, you’ve likely thought about empowering your intermediaries on social. There are many considerations, such as building a library of meaningful content agents want to share, empowering agents to create their own unique content, weaving paid advertising into the mix, and making it all easy. With the right tools, insurance marketers can accomplish these essential tasks more easily than ever before:

    • Empowering agents to post with curated content. Getting agents to buy into your social selling program can be as simple as giving them the power to post (with the necessary approvals process, of course!). With Denim Social, you and your intermediaries can access curated social media content through a shared library, meaning users can select from a wide range of content to share that you’ve thoughtfully created and pre-approved.

    Content libraries make sourcing that curated content super easy. Instead of wondering where their next social media posts will come from, agents can use pre-populated post copy or share the latest articles relevant to their audiences. Marketing teams can pre-approve and custom-curate the social media posts before housing them in the content libraries, meaning teams are free to create because they can worry less about finding content, gaining approvals, ensuring the content is on-brand, and meeting compliance standards.

    • Keeping agent social messaging compliant and on-brand with approval workflows. It’s exciting when your social selling program advances to the level of empowering individuals to create original content, but setting agents free to post without prior approval could also pose risks. Approval workflows and other compliance tools can ensure all content is approved before it is published. So, how does that work in practice?

    With Denim Social, insurance agents can collaborate with marketing teams to create social posts. Or, agents can initiate unique posts from the platform and an approval group will receive notifications to ensure the social posts look perfect before going live.

    • Putting social ad spend behind local agents. Once the organic social foundation is set with high-quality content, marketers should consider taking their ad spend beyond the brand and delivering paid social on behalf of their local agents. Almost 30% of internet users spot new products and brands through paid ads, so if paid isn’t part of your strategy yet, it should be.

    Denim Social’s paid social solution makes it simple to execute paid ads on behalf of your local agents to make your ad spend go further. The platform’s proprietary paid ads manager provides an at-a-glance view of ad performance across multiple geographies and helps you optimize your spend easily. Denim Social also delivers clear engagement metrics and allows you to share localized results with agents in just a couple of clicks.

    In short, Denim Social can help you run a holistic social selling program across organic and paid. With a robust content integration, curated content libraries, and built-in compliance workflows and collaboration tools, Denim Social arms insurance marketers to launch true social selling programs that convert leads into customers. If you’ve considered empowering your intermediaries through a social selling program but aren’t sure where to start, request a demo with us today to learn how Denim Social can help.

    The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via digital channels is essential to modern marketing strategies. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

    Unsurprisingly, the vast majority of banks are active on social media, and at least 7 in 10 have been for five or more years. Banks understand that engaging on social media is table stakes. They have to be there, but how they do it will vary. Being active and being effective are often two separate things. A key question for banks today is how to move beyond using social media to promote and strengthen their brand, and harness these platforms to foster sales.

    In this case study, Denim Social and American Bankers Association show how banks are using social media to ramp up digital engagement and build sales. Download your copy here.

    What’s your top marketing priority? If you’re a marketer at a large financial institution, it’s probably winning new customers. And a big part of achieving that means growing your audience online. Your organization might have embraced effective lead generation strategies such as social selling and coached producers into successfully engaging with prospects. But what happens when those brand intermediaries have exhausted their first-degree connections? Your marketing efforts could stagnate unless you consistently guide new audiences to the top of the sales funnel. Thankfully, paid social advertising is a tried-and-true way to get more eyes on your brand.

    You can’t sleep on paid ads. Working only on organic content will limit your social reach compared with incorporating a paid social strategy, which is why 80% of brands surveyed by HubSpot were using paid social media advertising. Their reasoning? Though great to lead top-of-funnel viewers further down the marketing funnel through education and relationship-building, they’ll eventually run out of leads if they’re not actively working to attract more. That’s where paid advertising can really boost your efforts. Whether you’re furthering the reach of your brand page or specific intermediaries (for that human touch!), paid advertising will help you reach more audiences within their natural environments.

    Unsure where to begin? Don’t worry — from the first steps of audience targeting to coordinating with organic content to using analytics to optimize and scale, Denim Social is here to help you get started with paid social advertising.

    How to Advertise Financial Services on Social Media

    Paid advertising is a bit of a cheat code for financial marketers. Instead of pushing out only organic content and waiting and hoping that your target audience sees it, you can use paid ads to make sure your content hits the right audiences at the right times. This also means ads can be tailored to niche audiences and specific demographics, allowing for more precise targeting. Paid ads mean you can tweak your messaging for different demographics — whether that’s first-time homebuyers, retirees looking for life insurance, etc. — and know that those ads will reach them.

    But before you can start crafting marketing magic, you need to decide on both your audience and digital channel of choice. Understand the neighborhood you’re building your presence in. Visual channels such as Instagram, for example, reach younger Gen Z audiences, while LinkedIn is consistently trusted across all generations. Each requires different types of content, hashtags, and formatting to appeal to the target demographic.

    Channels such as Facebook and Twitter have refined tools that guide you through social marketing bid strategies. Social ad campaigns cost money, and a proper scope is important for the campaign to be successful. Set a budget, along with defined start and end dates, while targeting your ads.

    Of course, your work doesn’t end once the ads are running. Consider A/B testing to make sure you’ve matched the right messages to the right audiences. Don’t be afraid to try different variations — phrasing, hashtags, visuals, or anything else — until you find exactly what works for your audiences. Any time you improve your content, you’re also improving your paid ad ROI.

    Optimizing Your Social Media Strategy for Both Paid and Organic Content

    Paid social ads are crucial for targeting the right customers, but it’s important to remember they rest on a foundation of consistent organic content. Like bread and butter, paid and organic social strategies work best together. After all, if you’re using social selling tactics (and you should be!), you know how effective intermediaries’ organic posts can be with early-stage leads — those who are aware of your intermediaries but aren’t ready to make a purchase — to show the heart and humanity of your brand. As a financial marketer, you also understand how organic publishing of curated social content helps you distribute your targeted messages to wide audiences.

    But what about the narrower audiences you’d like to reach? To get in front of more specific (and new-to-you) audiences, you can create a specific strategy to attract top-of-funnel prospects with your paid ads. Within this strategy, you’ll find and speak to your core audience, connect with people who have shown past interest in your content, and target “lookalike” audience members who are most similar to your best customers. All the while, make sure your organic content continues audiences’ journeys toward conversion.

    Remember that your paid ad strategy isn’t limited to message-boosting at the brand level — in fact, it should amplify your team’s social selling posts, too. Even though tapping intermediaries as social media brand ambassadors is a people-first approach, social selling isn’t constrained to organic content alone. Your intermediaries’ posts are prime for paid amplification because they likely feel more authentic to your audiences, generating more trust in your intermediaries (and, by extension, your financial institution).

    So, be certain your digital marketing strategy has a two-pronged approach to keep your organic and paid online advertising working hand in hand. The paid social posts put a megaphone on your message, breaking through the noise of newsfeeds to reach the right people at just the right time. And don’t leave behind other types of content! When creating blog posts for the company website, take your best lines and gold nuggets and repurpose them as standalone social posts tailored to Facebook, LinkedIn, Twitter, and Instagram. That way, you’ll get the most value out of each piece of content you create.

    Using Analytics to Scale

    So, you’ve got a couple of paid ad campaigns running, and you’ve coached your intermediaries to create organic posts to complement them. Now you can sit back, relax, and watch the conversions come rolling in ... is what we’d like to say. But of course, a marketer’s job is never done; we can’t ignore advertising tracking.

    To keep growing your ROI, your financial institution will need to track quantitative metrics about how the campaigns are going. Some common key performance indicators are click-to-open rates, new customer acquisitions, and other conversion targets.

    Once you understand which metrics make the most sense for your specific institution, you can set growth objectives. When you add tracking for multiple social channels to the mix, it can get a little messy trying to organize everything — especially because what you track can change depending on your goals for each channel.

    When tracking brand awareness, for example, you need to understand impressions, likes, comments, and followers. This will capture who was exposed to your messaging and who was moved enough by it to engage in some way. But if brand awareness isn’t your only goal, you’ll have a whole other set of metrics to capture as well. If you’re monitoring customer engagement, then metrics such as shares, messages, and click-throughs will be important. These actions show that your call to action was effective at driving users through your social media content funnel.

    This can feel like a lot of moving parts (and it is!), but having a unified, user-friendly analytics dashboard can keep the data from becoming number soup. By benchmarking these metrics with regular reporting, you’ll be able to quantify the effectiveness of paid campaigns over time. Not only will this help you identify the most effective campaign strategies, but it will also provide a wealth of data proving how your efforts are furthering business goals. Throw those numbers in a PowerPoint — it’s a great resource to bring before the bosses when it’s time to allocate paid advertising spend.

    As your ROI grows, your advertising budget will hopefully follow. Use the data to inform your next steps, and invest in marketing tools that let you easily carry out campaigns — the result will be more leads, more conversions, and a more successful business.

    Moving Forward With Denim Social

    As a marketer, you’ve already got a lot on your plate. Don’t let inefficient social media management add to that. The Denim Social platform is built specifically for financial institutions. That means compliance, advertising, content curation, and publishing are all rolled into one easy-to-use solution. Let Denim Social’s software do the heavy lifting, so you can spend more time helping intermediaries nurture leads. After all, if your institution isn’t building out its social media community, someone else might be.

    With power analytics and an intuitive interface, Denim Social provides simple, scalable social media marketing for financial institutions. From ideating paid campaigns to scaling up successful social media strategies, our platform will walk you through every step of the way. For more information on how Denim Social fits your institution, reach out for a free software demo today.

    Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business. 

    Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships. While this has traditionally been done in person for financial services, the digital landscape offers endless possibilities for relationship building. 

    By now marketers and business leaders are familiar with social media and see the opportunity to build their brand, but most have only scratched the surface. To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

    Click below to get started on your social selling journey:

    How To Launch A Social Selling Program For A Financial Institution

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    February 8, 2022

    4 Things to Tell Leadership About Social Media Measurement

    By
    Denim Social

    According to a 2021 CMO survey, 59% of CMOs reported increased pressure from CEOs to prove the impact of their marketing efforts. As the world grows increasingly digital, markers at financial institutions have likely been feeling that pressure when it comes to their social media marketing strategies in particular.

    Marketing managers might understand the power of social, but many financial institution leaders are simply more accustomed to traditional marketing tactics. While it’s clear how old efforts contributed to their bottom lines, social media can be a bit vaguer on the surface. Non-marketers in the financial space often see it as a personal channel for memes and political arguments rather than a valuable tool for achieving business outcomes.

    But social media can drive business results for financial institutions. With adequate effort, investment, and resources, organic and paid social media will fit into the sales funnel and drive conversion. And when leadership calls the shots on the social media marketing budget, marketers must prove to them that further investment is a lucrative move.

    How to Prove the Power of Social Media

    So how can marketing managers show leadership teams that social media strategies are worthy of more investment? By measuring the success of their social media programs and getting metrics in front of leadership.

    When it comes to proving what social can do to drive a financial institution quickly toward its goals, data tells a powerful story. The truth — and the proof — is in the analytics. Focus on these key points to make your strongest case to leadership:

    1. Efficiency

    Social media measurement in itself is nearly impossible to do manually. If you’re trying to get telling analytics with a spreadsheet, you won’t have much luck. Social media measurement, like most analytics, requires the right tools.

    Quantify the time you spend on measurement to appeal to management. The right analytics tools can help you collect valuable marketing data faster and easier. Data shows that simplifying workflows with technology can free up 20–30% of employees’ time, so show leadership that with the right tools, you can up your efficiency to do more faster.

    Another reason leaders might shy away from the idea of a robust social media marketing strategy is compliance. Financial services is a heavily regulated industry, and electronic communication is certainly not exempt from regulatory scrutiny. Again, the right tools can help. Denim Social’s platform, for example, enables marketers to keep social media compliant in an efficient way. Among other compliance features, the platform automates approval workflows so the right people can sign off on the right social content with ease before it ever goes live.

    2. Targeting

    As algorithms change and organic social media is no longer a promising strategy on its own, marketers need to persuade leadership teams to invest in paid social media. Not only will paid get your messages in front of the right people with direct targeting capabilities, but it can also provide more data to help you understand what your target audience groups want and need.

    By tracking paid performance by target audience group, you can better understand who’s connecting with what content and hone your social media strategy to connect with more prospects. Show leadership teams that when every message lands in front of exactly the right people, you’re maximizing social media marketing budget dollars — instead of wasting them on irrelevant or unengaged audiences.

    3. Competitor tracking

    Help leaders understand that, while measuring your own social media performance offers valuable insights, measuring your competitors’ performance can take your marketing game to the next level.

    With social listening tools that enable you to track competitors’ social media activity, leaders can see your organization’s performance benchmarked against competitors and get a clear picture of where social needs more investment to stay competitive.

    What’s more, social listening tools offer financial institutions a clear line of sight into how other brands are resonating with customers and encouraging engagement on social. Your brand can use those insights to craft even more relevant messaging and keep a leg up on the competition at all times.

    4. Conversion opportunities

    Landing page linking strategies on social media drive conversions, and nothing is more compelling to a leadership team than a direct line from marketing spend to sales. Track form completion rates to present a clear picture of how many viewers have deemed your content valuable enough to exchange their information for. Then, tie that to sales data to see how many prospects who submitted their information and received follow-ups from sales teams eventually signed on.

    When you can draw that clear line from social post all the way to conversion, the bottom-line impact is clear to see. Compare that to traditional marketing tactics — has your leadership team ever seen a recorded, data-backed customer conversion metric from a billboard? Not likely.

    Marketers know that staying relevant in today’s digital world requires a strong approach to social media marketing. Show leaders how upping efficiency, performance metrics, and competitive insight can empower your marketing team to elevate a data-driven social media strategy that delivers clear, measurable results.

    Interested to learn more about how to track your social media results? Sign-up for a demo with Denim Social to explore our Analytics tools.

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    Geographically dispersed across midwest and southwest, BOK Financial saw an opportunity to use loan officer social media to build their regional presence and community relationships. Recognizing the potential in a local-focused strategy, BOK Financial wanted hyper-local custom content to inspire follower engagement.

    In this case study, we'll look at how BOK Financial and Denim Social teamed up to get loan officers active on social and more engaged with their local communities.

    Click below to learn how they did it.

    BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

    In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

    Personal relationships are the bedrock of the financial advice industry. Nearly 75 percent of investors prioritize personal relationships when evaluating investment providers, Deloitte found. That’s why providers—even online brokers and robo-advisory firms—are taking care to preserve the human touch. Even with a growing trend toward digital automation to streamline trades and more, human connection is still paramount.

    Bank marketers should reflect that by personalizing the digital experiences that they create for wealth management clients and prospects. Investors are accustomed to receiving personalized content online, including from their favorite retailers. They expect the same levels of customization from their service providers.

    The benefits of customer personalization are mutual for investors and banks. When customers receive content tailored to their needs and financial situations, they understand their investment opportunities better and feel empowered to make the right financial decisions. And when they see wealth advisors addressing their specific needs—such as estate, retirement or education planning—they will naturally feel like those advisors understand their needs and can help them.

    By contrast, when banks and advisors neglect personalization, they risk what Bain and Company calls “hidden defection,” or customers buying high-margin products such as loans, investments, and credit cards from competitors. Even if investors do not leave, they will go elsewhere to place their investments and purchase new financial products. Many customers who defect are attracted by personalized direct offers. That said, almost 80 percent of customers surveyed by Bain said they would have bought from their primary financial institutions if the banks had made equivalent offers.

    It is clear that by creating improved digital experiences, banks can retain their clients’ business and even gain wallet share. So, how can they adjust their bank marketing strategies to prioritize customer personalization and build relationships?

    1. Embrace a social selling strategy.

    Whether financial advisors like it or not, their digital profiles affect how prospects view them. Almost 50 percent of investors say social media impacts whom they hire as a financial professional. And 33 percent report they seek financial advice online, according to Financial Advisor reporting on a Hartford Funds survey. Wealth advisors need to use social media to build rapport (and trust) with clients and prospects. When they demonstrate their value routinely, they’re more likely to be top of mind when customers are ready to purchase. That’s how strong digital profiles lay the foundation for social selling.

    Social selling adheres to the same core principles as in-person selling: building relationships with customers, demonstrating knowledge, educating them and helping solve their problems. It all just happens online. Social selling empowers financial advisors to add value for customers through digital means when they wouldn’t have had the opportunity otherwise. Ultimately, sales reps who regularly share content are 45% more likely to exceed their quotas. So it is worth wealth advisors’ time to beef up their social profiles and engage with contacts.

    2. Join customers on their preferred channels.

    Investors are getting their information somewhere. it is essential to find out where that information comes from and to meet investors where they are.

    Then, financial advisors should create profiles on those channels and organically engage with prospective clients. Why? Twenty percent of investors told Hartford Funds that a wealth advisor’s social media was their sole deciding factor when evaluating a financial professional.

    For older investors, this might be traditional news channels’ Twitter or Facebook feeds. For younger investors, this could be newer channels such as TikTok. More than one-third of Gen Z Americans say they get financial advice from TikTok, and only 24 percent of investors in this age group get advice from financial advisors, according to a recent Vericast survey. That represents a big opportunity for financial advisors to win young investors’ business by meeting them through these channels. The key is to make any engagement enjoyable and authentic so that clients don’t feel like financial advisors are just trying to sell to them.

    3. Create connected customer journeys.

    Posting on social media is a great start, but if bank marketers want to drive ROI, they must create more robust digital journeys. The key to connected investor journeys is to avoid digital dead ends and always offer clear next steps.

    At the start of the journey, wealth advisors must interact and create two-way dialogue online with existing audiences. They should then expand their audiences through tactics such as paid social media advertising, which can help them reach investors similar to their current customers or new target audiences.

    In their social posts, financial advisors can drive audiences to content-driven landing pages that contain resources to download in exchange for contact information, which can help capture leads. Every step of the way, investors need to see the value, whether through educational content that wealth advisors share, access to more in-depth resources or complimentary consultations.

    Banks benefit when they embrace customer personalization in their marketing strategies to keep customers engaged, build rapport and ultimately close more sales. That starts with giving wealth advisors access to the right processes and technology to deliver personalized education and offers. Once properly empowered, advisors can meet clients where they are, establish themselves as trustworthy, generate more leads and reduce the risk of “hidden defection” over time.

    This article was originally published in ABA Bank Marketing.

    Denim Social is excited to share that its platform will now offer integrated customer relationship management (CRM) capabilities through a new integration with award-winning CRM, lead management, and engagement platform, Insellerate. Denim Social users can now automatically capture leads generated from Denim Social Pages in the Insellerate platform.

    Social selling is a non-negotiable to drive a modern marketing strategy, but without the right tools, loan officers struggle to connect social media activity to real life opportunity. Together with Denim Social, Insellerate users can track and automate social media leads, taking prospects from click to contract.

    “People buy from people. In this environment, relationships matter more than ever,” said Doug Wilber, CEO of Denim Social. “Together, Denim Social and Insellerate can help loan officers transform social media relationships into deals closed.”

    Here’s how the integration works:

    • Mortgage marketers who use both Denim Social and Insellerate can connect the platforms.
    • When a prospective borrowers or industry contact completes a form on a Denim Social landing page, the lead will be automatically distributed to track in Insellerate and trigger engagement via automation.
    • With the Denim Social integration, Insellerate records will be created, updated, assigned, and marketing automations triggered – no emails or manual updates needed.

    “We know the right tools can empower loan officers to engage more effectively with industry professionals and borrowers alike,” said Josh Friend, CEO and founder of Insellerate. “When every deal counts, social selling with the Denim Social integration can help Insellerate users increase conversion rates, lower costs and, of course, close more deals.”  

    Homestead Funding, a multi-state licensed mortgage lender, actively uses the Denim Social platform to reach and engage prospects. The Insellerate integration was developed to meet the needs of Homestead’s team.

    Denim Social is invested in the financial industry, bringing valuable tools and unique expertise to our partnership,” said Daniela Bigalli, SVP sales and marketing Homestead Funding Corp. “When we approached Denim Social and Insellerate with our overall vision they were collaborative and excited to build an integration that was tailored to our team’s needs. Working together we feel confident that we can achieve our goals of a streamlined and efficient user experience for our loan originators.”

    Ready to maximize your social selling and fire up leads in your CRM? Connect with a Denim Social or Insellerate representative to activate the integration.

    As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

    As a financial marketer, you know that the past 12 months have been a prime time for social selling. Social media usage has been on trajectory to rise 7.8% in 2022, with steady growth expected to continue over the next five years. This growth is fueled by consumers increasingly consulting social media for help making decisions — a habit that offers big opportunities for financial institutions.

    As the new year rapidly approaches, it’s a great time to plan your future social selling strategies with the latest social media trends in mind. Wondering what’s popular on social networks? How should trends inform your social selling strategy in the coming year? Here’s what you need to know as you plan for 2023 and beyond:

    1. Video content is taking over.

    Videos, particularly shorter clips, are having a major moment on YouTube, TikTok, and Instagram Reels. Social users are increasingly consuming short-form (call it “snackable”) content, even on legacy social networks. For example, bite-sized videos earned 57% of YouTube views in the second quarter of 2022, versus just 21% the year before.

    Many of these videos attract viewers by seamlessly blending education and entertainment. Financial concepts are perfect for the “edutainment” treatment, too. Think about it: With more than 89% of TikTok users actively trying to learn more about finance, it only makes sense to add financial video “edutainment” into your social selling strategy.

    That said, not every social selling post needs to contain a video, and not every video needs to be a highly produced affair. Easy-to-consume content is the name of the game, so think short and concise. Quick, pithy videos such as selfie commentaries or quick tips from your social sellers can make your content feel more authentic. No matter what video style you pursue, short clips will stop scrollers and make them more likely to engage with your intermediaries’ posts.

    2. Financial advice influencer culture opens up social selling opportunities.

    Social media probably seems like the last place most people would turn to for advice about money, yet finance-focused influencers are attracting lots of interest, particularly from younger social media consumers. Gen Zers are five times likelier than older Millennials and Generation Xers to get their money management suggestions on social media. With consumers seeking answers to their business and personal questions via online influencer personalities, you can’t afford not to put your intermediaries on social media to engage these audiences thirsty for (and often unable to find) credible information.

    If you haven’t already, plan to empower your producers (agents, loan officers, financial advisors, and other rock stars at your organization) to share their expert advice on social media. When they do, your social sellers’ audiences can build up their financial literacy with insights from qualified professionals. Those prospects’ and customers’ lives will improve, and their loyalty will grow.

    Note that your social selling team members don’t have to become superstar influencers for this strategy to work, either. Micro-influencers in their communities also gain plenty of loyalty — and sales as a result. Because social algorithms favor individuals over brands, it’s time to get more of your brand representatives to highlight their expertise on social channels.

    3. Social networks as search engines enhances discoverability.

    Social is the new search engine. Almost 40% of Generation Z searchers go to apps such as Instagram and TikTok first for search capabilities. In other words, they bypass Google in favor of social networks. That’s huge. And we at Denim Social think this online behavior is sure to catch on across generations. We also think the best way to make use of this trend is to have social sellers active on social media. When more of your employees are on social networks, you’re more discoverable.

    Another surefire way to take advantage of the social search trend is to make sure your social selling strategies include both organic and paid tactics. When organic and paid elements work together, you can be where consumers need you at the time they need you.

    Otherwise, optimizing for search on social isn’t much different from any other SEO work you’ve encountered. A fast way to enhance the discoverability of social selling copy is to ensure that it incorporates strategic hashtags, including nods to trending topics. Remember, it’s fine for social posts to include numerous hashtags, as long as they all make sense. SEO keywords can also fit nicely into social selling content and ad copy, just as they do in website copy and blog posts. All that optimization drives the social media search engine, ensuring users find your content when they’re seeking information that could lead them to decisions.

    Social media has changed the game for marketing and has made person-to-person communication (and selling!) an essential strategy. As with any social media strategy, being up to date on trends is critical for social selling success. Guiding your intermediaries to add short videos, credible advice, and search-boosting features to content will strengthen your social selling strategy for 2023.

    A financial conversation is already happening online, and your institution needs to be part of it. It’s time to launch a social selling program if you haven’t already. And if you have, let these trends be a clear sign that it’s time to expand your efforts. People are choosing to work with financial professionals they find on social media, and your intermediaries can meet them there. Want more insider knowledge about applying social selling techniques? Download our exclusive 2023 Denim Social Trend Report today.

    Connect & Convert on Social

    Successfully scale conversion optimized campaigns across all social media channels with built-in compliance, publishing tools, and more.
    Book a Demo

    Connect & Convert on Social

    Successfully scale conversion optimized campaigns across all social media channels with built-in compliance, publishing tools, and more.
    Book a Demo

    Connect & Convert on Social

    Successfully scale conversion optimized campaigns across all social media channels with built-in compliance, publishing tools, and more.
    Book a Demo