October 28, 2021

A Case Study: Streamlining Social Selling at Scale for AnnieMac

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.

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October 28, 2021

A Case Study: Streamlining Social Selling at Scale for AnnieMac

By
Denim Social

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.

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SIMILAR POSTS:

How to Increase Engagement With Decreased Self-Promotion on Financial Institution Social Media Pages

If your financial institution’s social media pages consist primarily of posts that directly promote your business, products, and services, it’s time to rethink your strategy. Social media should not be a one-way channel for self-promotion like a billboard or radio advertisement. Nearly half of social media users will unfollow a brand if they do too much self-promotion on social media, and only 19% trust social media advertisements.

Still, about 30% of all posts on financial institution social media pages are about the companies themselves. It’s time for banks, insurance companies, and other financial services companies to recognize that social media engagement is built through maintaining two-way communication. Posts that provide real value to prospects and customers will start that dialogue.

Ask, “What will a follower get out of this post?” If you can’t easily identify the value, it’s likely too promotional.Here’s how you can shift the focus:

1. Use employees as your delivery channel.

Followers are more likely to engage with an actual human than a big brand name. Let your employees carry the voice of the brand on social media by sharing brand-related content on their own profiles with their own networks. With larger networks and more engagement opportunities, employees can expand the brand’s reach exponentially. What’s more, putting real human faces behind the brand voice can humanize the brand and help build more trust with followers.

In the example below, loan officer Andrea Kling posted an informative video about preapproval letters from her personalFacebook profile to share with her networks. The valuable resource opens opportunities for engagement without screaming the company name. Users who want to know more can simply leave a comment or send Andrea a message.

2. Share educational content.

Another key aspect of Andrea’s post is that it provides education to the reader. In a survey of more than 1,000 American adults, 25% said they had no one to turn to for financial advice. When a financial services company and its employees share relevant education resources, they establish themselves as go-to sources for guidance —establishing their expertise and building trust through social media at the same time.

Commerce Bank exemplified this well in their post during graduation season by sharing an article about financial tips for new graduates. The bank saw an educational opportunity for a specific audience and addressed it with a helpful, relevant resource.

3. Include links in promotional posts.

Some posts will be inherently promotional, even when you are providing educational content. The key is to ensure there is still value for readers, and an excellent way to do that is with strategic linking. Include links in your social posts that lead readers back to places on your website where they can get more of the information they need.

Look at how AnnieMac Home Mortgage shared a link to a construction loan guide on its Facebook Page. The post explains a bit of the value of construction loans in one sentence, then includes a call to action for the reader to follow the link to read more. The link goes to a helpful guidebook on construction home loans. 

When considering your linking strategy, landing pages are also an excellent move. These pages house valuable resources, such as the construction loan guidebook, behind an information request form. Visitors submit their name and email address to receive the download, and you get their contact information right in your hands. Then, you can engage in targeted outreach to prospects you know are already interested in the service.

A solid social media strategy for financial services balances promotion with value. Put the human element front and center, focus on educating your followers, and develop a strategic linking strategy to limit self-promotion and prioritize the needs of your audience. For more information on how to shift your focus on social media, download the Denim 2020 Benchmark report.

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
GUIDES

A Case Study: Streamlining Social Selling at Scale for AnnieMac

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

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

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

    A Case Study: Streamlining Social Selling at Scale for AnnieMac

    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

    Download the Guide

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

    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

    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

    A Case Study: Streamlining Social Selling at Scale for AnnieMac

    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

    Download the Guide

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

    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

    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

    A Case Study: Streamlining Social Selling at Scale for AnnieMac

    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

    Download the Guide

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

    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

    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
    October 28, 2021

    A Case Study: Streamlining Social Selling at Scale for AnnieMac

    By
    Denim Social

    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
    Subscribe to our newsletter and get the latest sent to your inbox.
    Thank you for subscribing!
    Oops! Something went wrong while submitting the form.
    OTHER NEWS:

    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

    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.

    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

    RESOURCES

    VISION
    October 28, 2021

    A Case Study: Streamlining Social Selling at Scale for AnnieMac

    By
    Denim Social

    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
    Subscribe to our newsletter and get the latest sent to your inbox.
    Thank you for subscribing!
    Oops! Something went wrong while submitting the form.
    SIMILAR POSTS:

    Denim Social is proud to announce that its platform now offers customer relationship management (CRM) capabilities through a new integration with top-rated mortgage CRM and mortgage marketing engine, Surefire, one of the innovative solutions offered by industry leader Black Knight, an award-winning software, data and analytics company that drives innovation in the mortgage lending and servicing and real estate industries, as well as the capital and secondary markets. Denim Social users can automatically capture leads generated from Denim Social Pages in their Surefire CRM system.

    Mortgage marketers know better than anyone that relationships are the heart of their business. Social media marketing can help mortgage loan officers engage customers to deepen relationships and identify business opportunities using the new Surefire and Denim Social integration. Marketers can now capture, track and automate relationships at every step – from social posts to CRM records.

    “Relationships matter more than ever in a competitive mortgage market,” said Doug Wilber, CEO of Denim Social. “Using the fully integrated social media and marketing automation with Denim Social and Surefire, mortgage loan officers can make the most of all that social media has to offer, while maximizing their time and relationships.”

    Here’s how the integration works:

    - Mortgage marketers who use both Denim Social and the Surefire CRM can connect the platforms.

    - When a prospect completes a form on a Denim Social landing page, the lead will be automatically distributed to the Surefire CRM.

    - With the Denim Social integration, Surefire records will be created, updated, assigned and marketing automations triggered – with no emails or manual updates needed.

    Mortgage lenders that are ready to maximize your social impact and supercharge your CRM can connect with their Denim Social or Surefire CRM Customer Success representatives to discuss and activate the Surefire integration. Those interested in becoming Denim Social or Surefire customers should contact visit www.denimsocial.com/demo.

    I was beyond excited to attend Adweek’s Social Media Week in New York City this week with some of my Denim Social teammates. Social Media Week is one of the world’s premier conferences covering the most up-and-coming trends and topics in the social media industry, and includes workshops on creating content, paid social advertising, and how to thrive in an ever-connected era from industry leaders. The team and I were excited to learn about the latest trends and best practices to bring it back to our customers in the financial services industry. 

    Some of the latest social trends can feel unreachable within a regulated industry but there was a clear theme from all thought leaders that unified everything we heard: authenticity.

    Authenticity will always resonate and it’s what audiences are craving in our overly-curated world. The pandemic taught us to focus on what matters most and consumers are expecting to see what matters most to them in their social feeds. 

    So what does that mean for financial services? It’s simple. The same authenticity that financial services professionals have used to build relationships and trust with customers over the years is the same authenticity that will resonate on social media. Regulations can make social seem hard to conquer but if you show up as yourself, the trusted professional you already are, your social presence will become a natural extension of you and your business.

    Beyond authenticity, here are a few other key takeaways from our time at Social Media Week:

    1. Find the platform mix that works for you; if your customers aren’t on a particular social platform, you don’t need to include those platforms in your mix
    2. Listen to what is resonating with your social audiences and consistently weave that into the content you’re sharing.
    3. Content should be differentiated across social platforms but your core message should stay consistent; even though content might look different from LinkedIn to Instagram, your message should stay the same.
    4. Attention spans have drastically decreased over the last 15 years (from 11 seconds to 2.5); let this drive what you say on social to keep your audience’s attention, make it matter!
    5. People trust people over brands; empower your localized sales forces (agents, advisors, loan officers, etc.) to be active on social and help them weave it into their everyday processes.

    As we move forward in an age of technology, Denim Social is here to support financial institutions as they navigate all the new ways to reach customers and connect with them on a personal level. While the multitude of avenues for networking can seem overwhelming, it actually just means that there are more opportunities than ever for your business to provide value to meet your customers wherever they are. Keep following along with us for more social media news updates and insights on Instagram and LinkedIn.

    Before a customer makes a purchase, they go through a decision process called the buying journey. They initially become aware of a brand, learn more about it, evaluate whether it’s an appropriate option for their needs, and finally, make the choice to buy in or not. For marketers in the financial industry, this customer buying journey presents an opportunity to utilize a full-funnel marketing strategy. This approach involves getting the right content and messaging in front of the right customer at the right time, strategically engaging them at each stage of the funnel in the lead up to purchase.

    This full-funnel marketing approach is important to the customer buying journey; at each stage, it allows marketers to pique interest, build trust, and encourage action. With customers expecting brands to meet their needs online, this gives financial marketers a unique opportunity to connect with audiences by creating touchpoints along the way. Ultimately, a full-funnel strategy helps financial institutions align marketing efforts with business ROI. Let’s take a look at each stage of the buying process using a full-funnel approach and how social media can help move customers down the funnel.

    Create Brand Awareness With Organic Social

    The first step of the full-funnel marketing approach is awareness – a customer needs to know a business exists before they can do anything else. Here, customers learn about the brand and what value it provides. Through organic publishing with curated social media content, brands can share targeted messages with wide-reaching audiences.  Creating a robust and interesting content mix that informs, educates, and entertains is the first step in giving a brand a place in a customer’s mind.

    Engage Audiences With Paid Advertising

    While establishing a consistent organic content routine is the foundation of the full-funnel process, moving customers along the buying journey requires engagement. The best way to make sure that the right customers are viewing content is to target them through paid advertising. Social advertising campaigns allow marketers to multiply their efforts through the power of intelligent targeting and better manage audience behavior. This way, the people that see a paid ad will be the most likely to be interested in it and engage.

    Encourage Consideration With Relevant Landing Pages

    Any social media post, organic or paid, should lead a customer to a landing page, where they will visit a brand’s website to learn more. For example, a brand can link to a personalized landing page that includes a form to collect customer information in exchange for access to content. It’s mutually beneficial – a customer receives content and a business now has a lead to continue nurturing.

    Convert and Retain Customers With Retargeting

    Finally, conversion is where the magic happens. At this stage, a customer has the information they need to make a purchase decision. With retargeting, marketers can continue to lead the customer along the buying journey by connecting based on previous engagement. While converting a lead to a customer is an excellent way to track success, the journey doesn’t end there. Conversion is simply another step in the circular journey, as the next step is to grow them into a loyal customer that can then become a valuable resource and reference for the brand.

    The overall key to successfully adopting a full-funnel marketing approach is to meet customers where they are, and encourage them to move along the buying process. And that involves addressing them at every stage of the funnel to raise brand awareness, answer questions about the brand, and nurture people through final decision-making. The customer journey and full-funnel approach is ongoing, and can be a great way to better understand how you are meeting business goals and expectations through social media efforts.

    Want to be empowered to embrace marketing opportunities at each stage of the customer buying journey? Having the right social media management tools for financial services at your disposal is the first step. Get started with a demo today.

    Spring has long been a competitive season for both homebuyers and lenders, but this spring is different for mortgage loan officers. Rates are up, applications are down. Mortgage loan officers can no longer rely on bargain rates and that means they need to work harder than ever to best the competition. So how does a loan officer stand out? It’s all about social media.

    It should be obvious at this point that social media can support your lending business, but it’s no longer enough to simply post to a brand page and hope for the best. In today’s social environment, lenders and loan officers must humanize their brand, amplify their reach and work to initiate robust digital experiences.

    As you plan your social media program this spring, consider these three strategies:

    • Humanize Your Brand with Social Selling: Put simply, people buy from people. That means you need to put loan officers front and center on social media. It’s called social selling and it works. Activating mortgage loan officers in a social selling strategy is a key way to expand reach and drive engagement. LinkedIn reports sales reps who engage in social selling achieve 45% more sales opportunities and are 51% more likely to hit their sales quotas.
    • Amplify Reach with Paid Social Media Advertising: Organically posting on mortgage loan officers’ profiles is a necessary first step in social selling, but it’s just the start. Organic posts – some may say ‘viral’ posts – may have received a lot of attention years ago, but social media platforms change their algorithms frequently, making branded content less visible. Organic content can’t stand on its own, but when paired with paid social media advertising, however, you can drive show huge returns. Paid advertising allows marketers to land loan officers’ posts in front of the right audiences at the right times.
    • Start Digital Journeys: Think of your social selling strategies as customer experience builders, not just collections of standalone posts. Research shows that the vast majority of financial institutions are missing out on this opportunity to create experiences by failing to include links in posts. Sounds like no big deal, right? Think again. Links are important because they give followers a next step in their journey with your brand. A link to a landing page, for instance, could capture valuable lead information to drive deals.  

    In a season where every deal matters, a smart social media strategy could give your mortgage loan officers considerable edge. And with the right tools, both marketing teams and mortgage loan officers can efficiently execute and scale to drive big results. It’s tough out there, but building your social media strategy today means you have the opportunity to leave another lender in your social media dust.

    This article was originally published in MBA Newslink.

    Denim Social is proud to announce that its platform will now offer integrated customer relationship management (CRM) capabilities through a new partnership with leading CRM and customer engagement platform, Total Expert. Denim Social users are now able to automatically capture leads generated from Denim Social Pages in the Total Expert platform.

    Mortgage lenders and financial institutions understand the power of human-first connections and social media can help loan officers build relationships. Together with Denim Social, Total Expert users can deepen customer relationships and create customers for life by capturing, tracking, and automating relationships at every step – from social posts to recording interactions in the industry-leading CRM.

    “In a competitive marketplace, a loan officer’s success hinges on connection and relationships,” said Doug Wilber, CEO of Denim Social. “Together, Denim Social and Total Expert can help busy loan officers use social media to stay connected and in front of  their customers and prospects.”

    Here’s how the integration works:

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

    “In today’s market, every lead counts, and social media has become a powerful tool for financial institutions to deepen customer relationships,” said Joe Welu, founder and CEO of Total Expert. “Through Total Expert’s integration with Denim Social, we’re excited to better enable marketers to harness the power of social media to engage, convert and retain customers."

    Ready to maximize your social impact and supercharge your CRM? Connect with your Denim Social and Total Expert Customer Success representatives to discuss and activate the integration today.

    New to Denim Social? Let us show you how the integration works.

    Traditional bank leaders know that fintechs are quickly encroaching on target audiences and customers. They also know any chance of keeping up with digital competitors will depend on making fast and substantial progress toward digital transformation. Consumer demands for easy, accessible and convenient digital services will only increase.

    While some fintechs certainly represent a threat for incumbent banks today, fintechs will also be part of the solution for getting and staying ahead. Many fintechs exist to help banks succeed in an evolving landscape. For bank leaders looking to get their institution to the next phase of digital transformation, building more valuable bank-fintech partnerships should be a priority.

    Incumbent banks must find productive ways to collaborate with fintechs in partnerships to drive excellent digital customer experiences in financial services. The first step is looking inward to develop a clear understanding of your goals and provide the infrastructure fintechs will need to bring value.

    Whether you’re in a less-than-ideal fintech partnership now or you’re looking for the next step toward a digital future, start with these questions to set your institution up for bank-fintech partnership success:

    Do you have a capable liaison? Designate a digital transformation leader within your organization. This person should be an executive leader with excellent communication skills, a solid understanding of the organizations’ needs and goals, a forward-thinking approach and a passion for transformation.

    This leader will serve as a co-development resource as your organization establishes its relationships with fintech partners. They should relay information about the bank’s expectations, requirements and goals to fintechs and learn the overall functionality of solutions to share in training with internal personnel.

    What are you trying to fix? To effectively communicate your needs, your transformation leader will need a clear vision of each of the organization’s goals for fintech collaboration. One fintech won’t be able to achieve all your transformation goals, so consider multiple partnerships aimed at solving specific problems.

    Review your current state and identify any obstacles in the way of creating better digital customer experiences before choosing partners. From there, seek vendors specifically designed to fill your gaps. As you evaluate your options, be transparent about your needs. Without a clear goals, fintech partners won’t be able to deliver clear results.

    Will the solution increase value for customers? In a study examining how the pandemic altered banking consumer behavior, Accenture researchers suggest that nearly half of the banking public would stay loyal to a brand that offers a stellar customer experience. Considering that a 2019 FIS report found more than a third of consumers want to replace plastic banking cards with digital apps, an attractive banking experience is a digital one.

    While you can count on customer expectations for convenient digital services to stay, the specifics of their needs will change over time. Improving digital experiences in financial services should never be a stagnant goal. Monitor how customers react to your digital solutions and share the data with your fintech partners. From there, refine the customer experience together to improve engagement, increase loyalty and drive growth.

    Are your employees on board? For any fintech partnership to succeed, a bank will need its employees on board, especially those in customer-facing roles. These employees will be the ones educating customers about new tools and sharing the value of digital experience-enabling investments, so they need to believe in the power of digital transformation.

    But be wary that new technology might set off alarm bells throughout your organization as many workers regard digitization as a death knell for job security. Combat such misconceptions from the beginning of the planning process by educating employees on how digital solutions will help create better customer experiences. Collaborate with fintech partners to develop workshops that clearly demonstrate how technology will support, not eliminate, jobs.

    The future of financial services is digital. As consumers continue demanding better digital experiences, can your organization meet them with virtual access and convenience to leave a lasting impression? Bank-fintech partnerships based on clarity, transparency and value can help ensure the answer is always yes.

    This article was originally published on BAI Banking Strategies.

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