April 5, 2022

Case Study: Improving Social Media Performance With Evolve Bank & Trust

What is a financial institution to do when they see the potential in social media, but lack the tools and time to scale a strategy that drives meaningful results? If this sounds familiar check out our case study to learn how Denim Social helped Evolve Bank and Trust build and execute a social strategy that drove big results at the brand and branch levels, even with limited resources.

Click here to read the full case study.

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April 5, 2022

Case Study: Improving Social Media Performance With Evolve Bank & Trust

By
Denim Social

What is a financial institution to do when they see the potential in social media, but lack the tools and time to scale a strategy that drives meaningful results? If this sounds familiar check out our case study to learn how Denim Social helped Evolve Bank and Trust build and execute a social strategy that drove big results at the brand and branch levels, even with limited resources.

Click here to read the full case study.

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SIMILAR POSTS:

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.

By now most financial institutions recognize the power of social media. And with good reason, more than half of consumers report using social media to discover new brands. Savvy marketers are expanding both their organic and paid social media strategies. In fact, 91% say they’re planning to increase their social media spending in the next three years. Change happens fast in the social media sphere, so what should financial marketers look for this year?

We’re drilling down into each network to look at social media trends to watch in 2022. Let’s jump in!

Facebook

The OG social network, Facebook still boasts the most active users by far – 2.9 billion! It’s not just your mom’s social network, either – the largest group of Facebook users are Millennials, a key target audience for financial institutions. Facebook is not stranger to the news, but here’s what’s really breaking through:

  • Algorithm Changes: Facebook will reduce the amount of political content that appears in feeds and potentially give users the option to switch off the intelligent technology that usually fills feeds.
  • More Video: Short-form video continues to grow in popularity and since it gets more engagement than static content, it will get more eyeballs.
LinkedIn

The network for professionals, LinkedIn is so important for the financial services industry, because it is a natural home for customers, local businesses and employees. With WFH becoming the norm, hiring and career features will continue to grow on the network. Here’s what we’re seeing in feature announcements from LinkedIn:

  • Career Support Capabilities: LinkedIn is rolling out features that allow employers to connect with prospects, interview them, or send video messages all within the network.
Twitter

Twitter is… how do we say this… a unique place. It’s become a place for information and conversation. Like LinkedIn, it’s a place for professionals, but is more a free-flowing and potentially unwieldy dialogue. We see Twitter headed toward:

  • Return to Chronological: We expect to see a shift to a more chronological feed, again- less dependent on algorithm so that users see more content from handles they follow directly. It will be important for brands to post at a steady cadence to stay in-feed.
  • Business Focus: Twitter’s Blue business suite will add functionality specific for business use. Think enhanced editing capability and longer tweets that will allow users to read in article mode.
Instagram

While financial institutions have been slow to adopt the network, it hasn’t slowed Instagram’s user growth (1.1 billion and counting). This channel is key to reaching younger audiences, so look out for these changes:

  • Feed Evolution: The network may be shifting back to chronological timeline, but continually puts focus on engaging video content, in addition to the static square images that made it famous.
  • Get Reel: As it competes with TikTok, Instagram is putting the gas on short-form video with Reels. Look for more short-form video with adaptations for users who watch with the volume muted.

Worn out, yet? We get it, social media moves fast and that can be tough for legacy industries like financial services. But you don’t have to go it alone. Denim Social is here to help. If you’re trying to understand what all of these changes mean for your team, check out our webinar, “Social Media Network Drilldown” below:


Digital-direct lenders have been staking out a larger and larger claim to the mortgage space. In 2019 alone, 58.9% of all U.S. mortgages originated from nonbank mortgage lenders. In 2020, that number jumped to 68.1%. People are increasingly adopting digital solutions, which is precisely what these lenders offer. They provide a fast and efficient means of securing a mortgage.

But speed and convenience aren’t everything, and traditional lenders still have at least one ace in their back pockets. Digital-direct lenders can’t establish human relationships like traditional mortgage loan officers can. Lenders will find their competitive advantage by building genuine connections and nurturing relationships over time.

With more than three-fourths of borrowers moving forward with the first lender they speak to, being the first in front of them to make an initial connection is the key to securing more mortgage business over time. In today’s increasingly digital world, social media is where loan officers can meet customers where they are and continue maintaining those relationships.

Mortgage marketers looking to make the most of their human resources and move the needle on deals closed will need a solid social media mortgage marketing strategy — one built on a path to scalability. The first step is creating a social media content plan.

Developing a Social Media Content Plan

Mortgage marketers need to activate loan officers on social media. Employee personal accounts have greater reach than brand pages alone, and consumers see posts from individuals as more authentic and trustworthy than those from companies.

Loan officers, however, aren’t marketers, and they’re busier than ever, as interest rates have been at historic lows. In other words, loan officers need support with their mortgage marketing efforts to execute social selling programs strategically.

Enter the social media content plan to detail when and what mortgage loan officers will post.

Consistency is critical with social media for mortgage loan officers. The post frequency you outline in your social media content plan will vary based on your resources and team, but Denim Social’s recent benchmark report can give you a good idea of how often your competitors are posting to get you started.

When it comes to the right content to include in your plan, social media marketing for mortgage loan officers should include the right mix of educational information, personalized posts, and promotional content. Denim Social’s platform can create curated content libraries from trusted third-party news sources, taking the time and effort of sourcing educational material out of loan officers’ and marketers’ hands.

Keep promotional content to a minimum, and when loan officers do share these types of posts, make them helpful and meaningful. Linking to personalized landing pages from promotional posts to guide prospects to the information they want and need is a great way to drive more value from social media.

Of course, educational and promotional content developed and scheduled by marketers and posted by loan officers only has so much power. Remember, the point of social media marketing for loan officers is to get the human element front and center. People prefer doing business with people, so loan officers should also be developing their own posts to showcase their distinct personalities, make connections, and build and strengthen customer relationships. For example, loan officers could share photos of closings or videos from community events.

While the right social media content plan and management tools will make social selling quick and easy for loan officers and marketers alike, marketers will still need to provide loan officers with some guidance. Social media training for loan officers will ensure every post is effective and compliant.

Social Media Training Tips

The average age of mortgage loan officers is 47, so chances are most members of your team aren’t digital natives. This doesn’t mean they’ll be opposed to learning or using social media, but social media training can help them get comfortable with platforms and use social strategies to their fullest potential.

While social media training programs won’t look the same for every organization, they should all explain the opportunity behind social selling and highlight the importance of consistent posting to build genuine connections. Share information about what social media marketing for mortgage loan officers can do to build brand awareness and generate leads. According to LinkedIn data, salespeople who maintain an active social media presence are 57% more like to generate leads and 45% more likely to reach quota than those who post less frequently. Considering that the average borrower purchases 11 mortgages in their lifetime, a strong social media presence can do wonders for securing business.

From there, explain why it’s essential to keep a consistent social media presence — but be sure to highlight how doing so won’t be a burden for loan officers. If loan officers don’t post regularly, social media platform algorithms may bury posts in users’ feeds and cause loan officers to drop off borrowers’ radars. But marketers can develop thoughtful social media content plans and schedule posts in advance to alleviate the pressure on loan officers to post frequently.

Marketers can handle educational and promotional posts, but loan officers do still need to add their own touch with personal content. Of course, electronic communication, including social media, is heavily regulated in financial services. Loan officers might be hesitant to create posts on their own due to social media compliance concerns. Marketers can ease their worries by assuring them that no post will go live without proper approval. Denim Social’s automatic approval workflow will get every post in front of the right people for appropriate review and sign-off.

Scaling Your Social Selling Tactics

For marketers overseeing hundreds or thousands of loan officers on social media, the idea of scaling effective and compliant social selling strategies can seem daunting or even impossible, especially if you’re still juggling different spreadsheets for login and posting information. If that sounds like you, you’re in luck: Denim Social enables you to post on various platforms from hundreds of loan officers’ profiles in just a few clicks — all from one easily-accessible dashboard.

Denim Social can also help marketers scale compliance oversight. Whereas many social media management tools are aimed at consumer brands and small businesses that don’t have to worry about regulatory concerns, Denim Social’s platform has been designed specifically with financial institutions’ needs in mind — including compliance. Along with preapproved content libraries and automated approval workflows, the platform also enables marketers to filter for keywords that could raise compliance concerns to flag potentially problematic content before it makes it to the approval step, eliminating approval process bottlenecks. These elements allow mortgage marketers to scale compliance across every loan officers’ social media strategy with ease.

Scaling compliant educational, personal, and limited promotional posts for loan officers is crucial for social media mortgage marketing, but it’s not the only important component to consider. Changing social media algorithms have made organic posts less visible over time. While these posts can still gain some traction, strategies that include paid social media advertising will deliver the most impact.

Paid Social Media Advertising

While organic content might be less impactful on its own than it once was, pairing it with paid social media advertising can bring in significant returns. Marketers can target paid posts to show up in front of the right people at the right times. For example, a loan officer looking to secure more first-time mortgage business could target recent college graduates in the local community with educational, informative posts about buying their first home.

And just like with organic posts, marketers can pull off compliant and effective paid social media advertising at scale with Denim Social. Our social media management tool combines both organic and paid into one platform to streamline your planning and oversight efforts.

Today, an effective mortgage marketing strategy for traditional lenders looks like using social media to create and maintain relationships between loan officers and customers. Thoughtful social media content plans, social media training for loan officers, and the tools to scale efforts across as many loan officers as possible will bring impressive returns. It might seem like a massive effort at first, but the right technology partners can get your social media mortgage marketing strategy up and running quickly to drive results in no time. Schedule a demo with Denim Social to see how we can work for you.


Many traditional banks struggle to attract younger customers today. Generation Z and millennials are digital natives, and their preferences for virtual convenience do not wane when it comes to banking.

In one 2021 survey from EY, nearly half of millennials and Generation Z surveyed named a fintech firm as their most trusted financial institution. In another recent report from Chase, nearly all members of these generations surveyed said they used mobile banking apps to do everything from making deposits to checking credit scores. Younger audiences are online, and they want their banks to be, too.

As millennials are currently the largest group of homebuyers and Generation Z is becoming more active in the market, banks that cannot appeal to them will risk losing significant business opportunities as more flock to fintech options and digital direct alternatives. Already, 70 percent of millennials said having a digital mortgage process would impact their lender decision.

So how can traditional banks appeal to younger customers and stop losing out on major opportunities? The following steps can help:

1. Humanize your brand

As many as 88 percent of consumers rank trust as a significant component when deciding which products and brands to buy. Trust plays an even bigger role in banking given the sensitive nature of finances. For millennials and Generation Z, banking isn’t only about technology; it’s also about forming trusting relationships. And your bank’s employees are your best assets when it comes to trust-building.

Put a human face behind your brand by enabling your employees to connect with younger audiences where they are—on social media—with a social selling strategy. This method involves giving your employees the guidance and resources they need to get in front of millennials and Generation Z with relevant, branded messaging from their own social media accounts.

2. Focus on financial education

Young people are constantly inundated with misguided or uninformed financial advice from TikTok and other sources. Even their well-meaning family members and other older mentors might inadvertently give irrelevant or outdated information as the options for savings, retirement, loans and other financial needs have grown more sophisticated.

Your bank can help fill the education gap by sharing financial information that is helpful, compelling and non-promotional. For example, younger audiences might appreciate a guidebook for first-time investors, a step-by-step student loan repayment plan for recent grads, or information on buying a first home for newlyweds. Online banks might be able to offer speed and convenience, but they are not the guiding hand young people need to make smarter decisions about savings, borrowing, financial planning and more. That’s where traditional banks can build trust and find their greatest competitive advantage.

3. Personalize your digital marketing

Younger customers expect and reward brands that provide a more personalized experience. In fact, 41 percent of Generation Z surveyed by WP Engine said they would share their data in exchange for more personalization. In banking, digital customer experiences should be tailored to an individual level to attract younger customers.

Paid social media advertising is an excellent way to land your loan officer’s messaging right in front of those who will find it most valuable. Consider the educational content discussed above, for example. You can personalize paid social media advertisements based on interests, geography and age, so you could target a student loan repayment plan guidebook to people in a college neighborhood who have recently graduated. This form of targeted outreach is much more effective than broad tactics like TV or out-of-home advertising.

Landing pages are another great option for personalizing the digital customer experience. Create a landing page on your website for each guidebook and gate the content behind an information request form. Visitors can input their contact details in exchange for the content. Loan officers can link to relevant landing pages from their social media posts, then collect visitors’ information for a personalized follow-up approach.

With the right technology, banks can match the speed and convenience of fintech services. But the true competitive advantage is in building relationships and fostering trust. Meet millennials and Generation Z where they are online with a personalized approach and specific value, and your bank be at the top of their list for their next financial need.

This article was originally published in ABA Bank Marketing.

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GUIDES

Case Study: Improving Social Media Performance With Evolve Bank & Trust

What is a financial institution to do when they see the potential in social media, but lack the tools and time to scale a strategy that drives meaningful results? If this sounds familiar check out our case study to learn how Denim Social helped Evolve Bank and Trust build and execute a social strategy that drove big results at the brand and branch levels, even with limited resources.

Click here to read the full case study.

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

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

    Case Study: Improving Social Media Performance With Evolve Bank & Trust

    What is a financial institution to do when they see the potential in social media, but lack the tools and time to scale a strategy that drives meaningful results? If this sounds familiar check out our case study to learn how Denim Social helped Evolve Bank and Trust build and execute a social strategy that drove big results at the brand and branch levels, even with limited resources.

    Click here to read the full case study.

    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

    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

    Case Study: Improving Social Media Performance With Evolve Bank & Trust

    What is a financial institution to do when they see the potential in social media, but lack the tools and time to scale a strategy that drives meaningful results? If this sounds familiar check out our case study to learn how Denim Social helped Evolve Bank and Trust build and execute a social strategy that drove big results at the brand and branch levels, even with limited resources.

    Click here to read the full case study.

    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

    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

    Case Study: Improving Social Media Performance With Evolve Bank & Trust

    What is a financial institution to do when they see the potential in social media, but lack the tools and time to scale a strategy that drives meaningful results? If this sounds familiar check out our case study to learn how Denim Social helped Evolve Bank and Trust build and execute a social strategy that drove big results at the brand and branch levels, even with limited resources.

    Click here to read the full case study.

    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

    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
    April 5, 2022

    Case Study: Improving Social Media Performance With Evolve Bank & Trust

    By
    Denim Social

    What is a financial institution to do when they see the potential in social media, but lack the tools and time to scale a strategy that drives meaningful results? If this sounds familiar check out our case study to learn how Denim Social helped Evolve Bank and Trust build and execute a social strategy that drove big results at the brand and branch levels, even with limited resources.

    Click here to read the full case study.

    Subscribe to our newsletter and get the latest sent to your inbox.
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    OTHER NEWS:

    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.

    Social media content development can be hard and time-consuming. Denim Social is an American Bankers Association Endorsed Solution and recently joined the ABA on a webinar to share more about the exciting new integration – Shared Content Libraries – available exclusively to ABA members and Denim Social customers. Shared Content Libraries provide marketers with a variety of easy to access content to be shared at the brand, branch or employee levels.

    Check out the webinar below:

    For more information about ABA Shared Content Libraries, check with your Denim Social Customer Success representative.

    Make the most of your social media presence by optimizing your images and including essential information about your business on each platform. By giving your customers an optimal digital experience, you will be able to broaden your reach and provide better customer service through your digital platforms.

    Facebook

    IMAGE SIZING:

    Profile picture: 170 x 170px (desktop), 128 x 128px (smartphones)

    Cover photo: 820 x 312px (desktop), 640 x 360px (smartphones)

    Keep the main content of your image centered. On a desktop the photo will display as 840x312px, but on mobile will size down to 640x360px.

    Facebook post image: 1200 x 630px

    The ideal width for a Facebook post image is 1200px, but height can vary based on what type of device the image display is optimized for. We recommend keeping it at the recommended size to keep consistency on all devices.

    When creating a Facebook Ad graphic, any text should not take up more than 20% of the photo. You can find a cheat sheet here: https://www.facebook.com/ads/tools/text_overlay.

    Facebook Video: 1280 x 720px

    The optimal length for a short-form video on Facebook is 15 seconds to 1 minute; for a long-form video, it is 3 minutes. The maximum file size is 10GB.

    Facebook Link Image: 1200 x 630px

    Make sure to claim ownership of your links for the ability to change the link preview photo. You can find more info on that here: https://www.facebook.com/business/help/528858287471922?id=708699556338610.

    Carousel Post: 1080 x 1080px

    Carousel posts are a great way to display multiple services or features that you offer to your customers. When placing a Facebook ad you can link each carousel photo to a different link, making it easy for people to navigate to your specific products.

    Facebook Story: 1080 x 1920px

    Make the most of your stories by using all of your space and creating a fullscreen experience.

    IMPORTANT PAGE INFORMATION:

    Page name:

    This is where you can name your Facebook Page, but be sure to keep it shorter than 75 characters.

    Page username:

    Customize your page URL by adding a username, making it easier for people to locate and navigate people from other digital platforms. Your Facebook URL can include up to 50 characters.

    Page call to action:

    Facebook gives you a variety of choices on calls to action. For example, if you’d like customers to contact you by email, you can set up a “Send Email” button with your email address connected and ready to go.

    LinkedIn

    IMAGE SIZING:

    Profile picture: 400 x 400px

    Upload your business logo here to personalize your profile. If this page is for an individual, this is where you will upload their headshot.

    Cover Photo: 1584 x 396px

    Having a personalized business cover photo will make your profile look more professional and give you the opportunity to provide page visitors with more of the look and feel of your business. This can include an image related to your business or a graphic with information on services you provide or your business slogan.

    LinkedIn post photo: 1200 x 628px (mobile), 1200 x 1200px (desktop)

    When targeting an audience on both desktop and mobile, make sure that you optimize for mobile to give people the best experience.

    LinkedIn Link Photo: 1200 x 628px (mobile), 1200 x 1200px (desktop)

    Providing an image with your link preview can help give viewers a better idea of article content and also communicate your brand look and feel.

    LinkedIn Link Video: 4096 x 2304px maximum, 256 x 144 pixels minimum

    The optimal video length for LinkedIn is 30-90 seconds and the maximum file size is 5GB.

    IMPORTANT PAGE INFORMATION

    Page name:

    This is where your business name is located, as well as your company industry, location, and number of followers.

    Page description:

    Add your business slogan, mission, or a short description that tells people what your company, products, and services can do for them.

    Twitter

    IMAGE SIZING

    Profile picture: 400 x 400px

    Upload your business logo or headshot to personalize your profile.

    Cover photo: 1500 x 500px

    Be sure to center your content to give your followers an optimized experience on mobile.

    Twitter post photo: 1200 x 675px

    Allow your followers to see the entirety of the photo in their feed by adhering to this sizing guideline. The maximum file size is 5MB.

    Twitter video: 1280 x 720px (desktop, recommended), 720 x 720px (mobile)

    The optimal video length for Twitter is 20-45 seconds and the maximum file size is 512MB.

    IMPORTANT PAGE INFORMATION

    Underneath your profile photo, your company name and username will be displayed.

    Write a short bio to tell people more about your business.

    Instagram

    IMAGE SIZING

    Profile photo: 110 x 110px

    Your profile picture will be small, so be sure your image is sized correctly and centered. This is a great place for your company logo.

    Profile thumbnail: Displays as 161 x 161px

    This is a preview of your large image post, but looks best when the photo posted is square.

    Highlight Cover: 1080 x 1920px

    Your cover photos should have centered images to give your highlight reel a balanced look. You can also name your highlights, but be concise as they can only be 15 characters long.

    Instagram Feed Photo: 1080 x 1080px (square), 1080 x 1350 (portrait), 1080 x 566 (landscape)

    The recommended width for all Instagram feed photos is 1080px, but the height can vary. To optimize for your feed display within your profile, we recommend using the sizing listed above to keep your image square.

    Instagram Feed Video:  1080 x 1080px (square), 1080 x 1350 (portrait), 1080 x 566 (landscape)

    The optimal length for an Instagram video is 30-60 seconds and the max file size is 650MB.

    Instagram Feed Ad Photo: 1080 x 1080px

    Your ad photo will display the same as a normal feed photo, but with a link attached. When creating an ad in Ads Manager, you’ll be able to upload a separate photo for Instagram to keep your photos optimized for the user experience.

    Instagram Story: 1080 x 1920px (portrait), 1080 x 601 (landscape)

    Make the most of your stories by using all of your space and creating a fullscreen experience. The maximum length of the story is 15 seconds.

    Instagram Reels & Live: 1080 x 1920px

    Reels can be used to offer tutorials, demos, or service features. These will be saved under your profile page for viewers to go back and watch at their leisure. The maximum length for Reels is 30 seconds. For Live, this can be used for announcements, events, or other Q&A sessions. These can also be saved for later viewing, and can last up to 4 hours.

    Increasingly, customers are turning to digital providers for their financial needs — traditional lenders have dropped to only 21% of mortgage sales today. But even the highest-quality AI software can’t offer the basic building blocks of trust: guidance, reassurance, customization, and empathy.

    That’s why capitalizing on the human experience and fostering genuine human interaction through social selling is key for traditional FIs to stay ahead. The trick, however, is doing it compliantly.

    Compliance missteps can cause serious damage. In early 2021, for example, MassMutual received a hefty $4.75 million penalty for not ensuring its agents followed social media compliance regulations. This might be an extreme example, but any financial institution can still land in hot water if it fails to maintain FINRA-compliant digital communications. It’s vital to put compliance at the forefront of any financial institution’s social selling strategy.

    Social Media Compliance for Financial Institutions From Denim Social

    Denim Social is a social media compliance-first experience, as compliance is the thread that runs through our programming rather than an add-on or patch. Our tools are fully integrated to give a reliable, easy-to-use experience for financial services marketers. For this reason, financial institutions can feel safe relying on our software to help them meet their social selling goals.

    How does Denim Social serve financial institutions interested in keeping up with compliance rules and regulations?

    1. We offer protection.

    The best way to ensure compliance is by finding and flagging potential content issues before any of it goes live on a site. Our workflows make sure the right eyes view and approve each post before publishing.

    Keyword filtering flags problematic words or phrases ahead of time. And when team members try to use any restricted keywords, employees will immediately be notified of the issue — whether the content is a post, comment, or even a DM. Over time, your employees will begin to recognize restricted phrases even before the system notification appears. If there’s ever a need for damage control, Denim Social’s newest tools let administrators edit or delete users’ online messages. It can also prevent posts to out-of-compliance social networks altogether.

    2. We provide constant training on social compliance.

    Many of our users say the Denim Social platform offers ongoing compliance education. Your team members learn by osmosis as they test filters and receive feedback from Compliance, which continually educates your team and builds an ongoing culture of compliance among them. As they see what posts are approved versus unapproved, they receive real-time social media compliance education.

    3. We curate content streams.

    Using our enablement tool, teams can create libraries of preapproved content to keep employees’ social feeds full without additional approvals or workflow submissions. And if curating a full library of content on your own sounds daunting, you’re in luck. Our partnership with UpContent provides content sourcing with curated third-party content from hundreds of thousands of trusted publishers. You can optimize your time with “hands-free” curation around the clock.

    This process streamlining will help your financial institution and employees build up a reputation for continuous social media use and allow you to turn your focus to vetting more personalized content. Trust that the curated content streams keep the lights on while you reach the 71% of consumers who expect personalized experiences.

    4. We keep your records neat and organized.

    Audits can happen at any time. Hopefully, you’ve moved past binders, but even if you’re keeping a spreadsheet of social posts, it’s not adequate or efficient for creating scalable, compliant social strategies. With our record-keeping tool, we automatically archive every post, comment, and like in our system, allowing you to easily find and share reports as needed for auditing. As you scale, it won’t be possible for a human on your team to capture everything. This is an essential protection for future audits and allows you to put your energies toward tasks other than record-keeping.

    The importance of social media marketing for financial institutions is growing exponentially. So is the need for social media marketing tools that can keep up with compliance needs and ever-changing FINRA rules and expectations. If your financial institution is ready to dive into social selling but you’re concerned about remaining compliant, talk to Denim Social.

    Social media marketing can have a huge reach — 83% of people say they discover new products on Instagram, and 54% of Gen Z say social media is their top influence channel. Why is it, then, that so many digital marketers feel uncomfortable evaluating metrics and measuring ROI in social media marketing?

    Understanding how to link social efforts and social media ROI metrics can help financial institution marketers leverage the sway these channels have over increasingly important demographics while continuing to reach those already undertaking the digital customer journey with your institution.

    With the personal networks offered on the organic side and the advanced targeting of paid ads, social media is tough to beat as a customer acquisition tool and can also provide valuable data on customers’ needs and interests.

    But all the social media data in the world means nothing if you can’t transform it into meaningful insights in relation to business objectives.

    A good starting point is defining those objectives and collecting data with the right social media management tool — one that can make sense of a vast amount of information. The right tools and platforms will boil down the data digital marketers need and give them the confidence to identify ROI metric success and share those insights with their company.

    How Can Your Company Properly Utilize Social Media ROI Metrics?

    Identifying meaningful insights around business objectives begins with setting specific measurable goals that connect to your next social media marketing campaign and benchmark your brand’s social performance. It also requires using the social media analytics and insights available to optimize your social media marketing strategy, increase ROI, and reach business goals. If you’re looking to hone your use of social media ROI metrics to optimize your social media marketing strategy, start with these steps:

    1. Refine your messaging.

    Results from every post, whether paid or organic, present opportunities to learn more about what messaging connects with audiences. Upon review, you come to a better understanding of what topics drive greater engagement, which calls to action deliver clicks, and so on, especially with Denim Social’s ability to track individual posts’ performance across channels. This is an iterative process, but paying closer attention to social media ROI metrics can help shape future strategies to resonate with distinct audiences.

    2. Home in on your audience.

    The beauty of social media marketing is its ability to eliminate wasting time, money, and effort on the wrong audiences. Let’s say you ran a paid social ad. Pull together the social media analytics by target audience, and you will gain insights about who connects with what content. Then, devote some dollars to ad experimentation, coupled with your social media data, and you can start to maximize future ad spend and stop wasting money on irrelevant or disengaged audiences.

    3. Capture competitive intelligence.

    Social listening can tell you a lot about consumer sentiments as they relate to not just your institution but the competition as well. In the Denim Social platform, our social listening tools help keep your team monitoring the competition’s social media activity with an easy-to-use snapshot. You never miss a beat or a post, and the platform now allows metrics comparisons with your competitors. Competitive intelligence can provide immeasurable value for finding new marketing opportunities.

    4. Connect social clicks to the digital customer journey.

    Social media should never mark the end of the digital customer journey. Connect social media to broader customer acquisition tools, like landing pages, contact forms, and more, to free the path of obstacles. With trackable links and social media analytics, you can then connect the digital dots from social media posts to lead generation to the intended sale.

    5. Give it time.

    Don’t make the mistake of measuring ROI in social media marketing too soon. When connecting the value of social media to broader business objectives, allow enough room to sync your measurement time with the sales cycle. Otherwise, you risk underestimating the impact of such an initiative. In fact, 77% of digital marketers measure ROI within the first month of a campaign, yet 52% have sales cycles of three months or more.

    Social media channels are a treasure trove of data often overlooked by financial institution marketers. Denim Social’s platform can help you gather this information with ease and turn it into valuable insights. What’s more, the platform now generates easily sharable analytics reports, so you can show your organization’s leaders exactly how social media marketing efforts tie into the business’s bottom line.

    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
    April 5, 2022

    Case Study: Improving Social Media Performance With Evolve Bank & Trust

    By
    Denim Social

    What is a financial institution to do when they see the potential in social media, but lack the tools and time to scale a strategy that drives meaningful results? If this sounds familiar check out our case study to learn how Denim Social helped Evolve Bank and Trust build and execute a social strategy that drove big results at the brand and branch levels, even with limited resources.

    Click here to read the full case study.

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    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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