October 12, 2021

Consistent, Compliant Digital Marketing for Financial Services

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

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

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

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

1. Curated Content for Social Media

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

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

2. Social Media Compliance Tools

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

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

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

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

4. Accurate, Data-Driven Results

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


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

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

RESOURCES

LEARN
October 12, 2021

Consistent, Compliant Digital Marketing for Financial Services

By
Denim Social

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

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

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

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

1. Curated Content for Social Media

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

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

2. Social Media Compliance Tools

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

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

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

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

4. Accurate, Data-Driven Results

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


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

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

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

Your financial institution, loan officers, bankers, agents, or advisors have spent a lot of time and effort building a robust social selling program, driving brand and associate presence, and establishing a good flow between marketing, compliance, and sales. Then comes the announcement that your organization will be going through a merger or an acquisition. Now what?

While it can at first seem like the hard work that was put into your social selling strategy was wasted, there are measures you can take to preserve the progress in social media marketing you’ve made and set your institution up for success both during and after a transition.

Digital transformation is one of the leading drivers of M&A activity and social selling can help your institution stay ahead. The industry shows no signs of slowing down, so banks, investment and wealth management firms, DBAs and others, will be faced with more uncertainty and opportunity for M&A activity in the future.

So, how to prepare and sustain a social selling program during transition? Start with these steps to create a foundation in your digital marketing strategy that will weather any change.  

  1. Be open and flexible as organizational shifts occur. Understanding what is changing and how it impacts various departments will make preserving or updating strategies more efficient. Don’t be afraid to ask questions and advocate for your social selling program as you navigate a new company environment.
  1. Document your social selling program. When you're in the thick of day-to-day marketing activity, it's easy to skip documenting the key tenets of the program you've designed. Take the opportunity to get down on paper the stakeholders involved, the strategy in use, the outcomes expected, etc. so it's easy to advocate for resources.
  2. Establish regular communication between compliance, marketing, and leadership. Get buy-in early and often from other departments. Sales should know why social selling is important to business, and legal and social media compliance should oversee that they are doing social selling safely. Progress and outcomes of the program should be made easily available, and setting regular meetings to keep everyone in the loop will make any transitions much easier and more adaptable.
  3. Be prepared to show records of all social media activity and history. Where there is a merger or acquisition, there is sure to be an audit. Keeping your strategy, your posts, and user information all in one place that can be easily accessed will give credibility to your social selling program and build trust with any new leadership. When users post through a platform, it is a quick fix to pull any needed information for compliance purposes.
  4. Get your budget in order. While budgets for marketing departments tend to be increasing, especially for social media, being faced with a merger might necessitate some budget rebalancing. Adopting a social selling strategy increases the value of your efforts, and multiplies what a brand can do alone, making it a budget-friendly approach.
  5. Track performance. Having a solid grasp of social media ROI and social selling analytics can inform how to present a budget to leadership and make the most of what is available. With insight from analytics, you can prove to the company that output on social media is resulting in input from new business. And remember, frontline employee engagement in a program is a powerful metric to emphasize!

Throughout the merger and acquisition process, keep an open mind and expect changes. Having management on the same page while promoting and driving the social selling program will be instrumental to ongoing success. In the face of potential transitions, feel confident that your financial institution social media marketing can withstand the test of time by preparing now.  The right social media management tools can give you the confidence to successfully transition your program, while staying compliant. Ready to learn more? Talk to your customer success manager or book a demo with us today.

New research from social media pros and partners, Denim Social and UpContent, shows that economic trends like rising interest rates and inflation are impacting more than bank accounts – they’re influencing social media activity. Denim Social and UpContent integrate to offer financial marketers curated collections of relevant, high-quality and compliant social media content.

Hundreds of UpContent-derived third-party articles are shared by Denim Social users every week generating thousands of clicks. This integration provides unique insights on what content is resonating and driving engagement. The pulse study data shows three key social trends from the first half of 2022, including:

Financial Wellness Content on the Rise

From Q1-Q2 this year, the number of clicks per financial wellness article shared were up nearly 10%, indicating that  social media users are interested to learn more about financial health during tough economic conditions. Sharing credible financial wellness content can help both financial brands and individual producers educate followers and build trust.

Expanded Content Resources Available for Real Estate and Mortgage

Marketers increased available content in both real estate (+27%) and mortgage (+38%), helping users navigate spring buying season and a changing interest rate environment. In today's market, mortgage loan officers see the value in using social media to build and maintain strong relationships.

Social Media Interest on the Rise for Banking

Banking users are getting more traction with social media, boasting a 36% increase in clicks per article shared, quarter over quarter. This affirms Denim Social research showing year-over-year increases in social media channel adoption within the banking industry.

Content sourcing continues to be a challenge for financial marketers. Not only is it time consuming, it can be especially tough to find high-quality, credible content. Together, Denim Social and UpContent make it easy to source curated, third-party articles. Here’s how it works:

  • Simply log in to Denim Social to access the curated content libraries. No search engine required and custom libraries can be quickly created for you to directly address the content needs of your market and strategy without as much as lifting a finger.
  • Curated posts include pre-populated post captions or your team can customize the message to fit your brand.
  • Select posts to use at the brand level or your marketing team can pre-approve and organize posts for employee use.

Wondering if Denim Social and UpContent is a fit for your financial institution? Check out what our customers have to say:

It’s really handy to have the UpContent Library in the Denim Social platform that we can grab trending topics from;  we can customize both the topics we want to see and articles from publications that our team prefers. We can also be specific to our various markets to include more local content in addition to industry-wide news.

-Tiffany Van Zandt, Marketing Specialist, Bank of Oklahoma

“Denim’s partnership with UpContent gave us a whole library of engaging content in just a few clicks. The articles provided allows us to share updates in the financial industry, what’s going on in our communities, and overall personal wellness. Since we started posted with UpContent, every one of our end users has experienced growth with their page engagement.”

-Ken Stump, Digital Marketing Specialist-Content Team Lead, Dart Bank

If you’re ready to fire up a social selling strategy with pre-approved content libraries and approval workflows, we’re here to help. Sign up for a demo to learn how Denim Social can help your institution level-up its social media strategy.

About UpContent:

UpContent helps marketing, sales, and HR professionals build trust, deepen relationships, and drive revenue through strategically curated content. UpContent analyzes millions of articles monthly and taps into the collective expertise of their company’s team by empowering individuals to engage with, and enrich, high-quality articles prior to sharing with customers and prospects through one of UpContent’s many social media, email marketing, and website partnerships and integrations. For more information, visit https://www.upcontent.com.

For financial institutions, digital marketing for their financial services is a must, but organic posts are not enough on their own to build and nurture audiences. Organic content only reach an average of 2.2% of followers of social media platforms, so how can financial institutions stand out in busy social media newsfeeds and reach more people in their natural environments? The answer lies in paid social media advertising.

A third of internet users find new products and brands through paid ads, so it’s no surprise to see a rise in digital ad spend over the years. While organic posts are also an important part of a social media strategy, paid ads are where financial institutions can grow their audience and reach their marketing goal metrics.

You’re not doing ads for the sake of ads. Know your goals. Do you want to convert, get people to consider you, or build brand awareness? The platforms are going to ask you these questions, but you should know before you ever start building the ad sets. Once you have your ad campaign, budget, and targeting ready — the red tape needed before breaking ground — you can begin implementing your digital marketing strategy. This process can be repeated on multiple campaigns for maximum impact, increasing your ROI with each successful campaign.

Creating Paid Ad Campaigns for More Effective Marketing Efforts

When optimizing digital marketing for banking or any other financial institution, you’ll always hit these four key pillars:

1. Choose a Platform

Determining which platform is right for your financial institution depends on your objectives and target audience. There are no right or wrong answers; it’s about whom you want your ads to reach and for what purpose. For example, if you’re looking to build trust with professionals, LinkedIn is consistently rated as the most trustworthy platform. Featuring your ads there will have a higher impact than posting on platforms such as Instagram.

Speaking of, Instagram is often used by Gen Z, and the most popular platform for following brands — almost 90% of people say they have followed, visited a brand site, or made a purchase because of Instagram ads. This would be a great place to post investment tips and personal finance advice because, according to FINRA data, Gen Z users are looking specifically for that subject. Tailoring your content to a specific platform requires thoughtful planning, but it’s a step you won’t regret.

2. Create and Test Content

Even a single social media post is made up of a lot of moving parts — from the images, to the copy, to the call to action — and each part can be optimized. Look at what pieces of your ads work, and change what doesn’t. Don’t follow trend articles; rather, pay attention to what works for your audience and your institution.

This could mean using paid ads to A/B test different audiences or trying out different CTAs. The options are nearly endless. Track the performance of individual content decisions and use these insights to make improvements. And remember, all these content decisions — especially the placement of links — should be made with your customers’ purchase decision journeys in mind. Consumers want brands to be practical, authentic, and engaging. Test your content to ensure you’re delighting your audiences at every touchpoint.

3. Monitor Analytics

Every platform has analytics — but they all handle them differently. That’s why Denim Social gives you access to real-time, easy-to-understand engagement metrics across the board. Monitoring your analytics helps you track engagement metrics and benchmark your success against forecasts and competitors. By tracking which posts your audience engages with the most, you can also give your team a place to start when creating new content: Our platform lets you share local insights with your teammates in just two clicks. Taking high-performing topics and adapting them further will help you provide customers with the knowledge they find most valuable and cultivate trust. Almost a third of internet users say they find new products and brands through paid social ads, so monitor who you’re reaching and how it’s boosting your institution.

4. Optimize Budget

We’ve mentioned the need to set a budget, but let us emphasize that budgeting is crucial in your digital marketing strategy. With so many ad options available and so many potential target audiences to reach, it can be confusing to know where to invest your marketing dollars. Thankfully, Denim Social uses a proprietary social media ads manager to automatically optimize ad performance across multiple platforms. This allows you to run an omnichannel marketing strategy with ease.

Digital marketing for financial services can seem daunting at first. Financial services marketers have a lot of details to pay attention to, and each platform has its unique way of serving ads. But a singular platform like Denim Social can help you run and monitor social media ad campaigns across all networks and ensure you’re standing out among the competition — to get started, reach out for a demo of the Denim Social platform today.

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

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

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

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

Organic and Paid: Better Together

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

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

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

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

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

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

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

2. Expand your audience base.

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

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

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

3. Drive leads into conversions.

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

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

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

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

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

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

How to Create Effective Campaigns to Reach Your Target Audience

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

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

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

3 Steps for Finding and Reaching Your Most Profitable Audience

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

1. Start with your Core Audience.

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

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

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

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

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

3. Disrupt your competition with Lookalike Audiences.

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

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

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

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

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

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

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

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

Social media marketing strategy for cross-selling in banking

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

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

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

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

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

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

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

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

This article was originally published in ABA Bank Marketing.

Connect & Convert on Social

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

Consistent, Compliant Digital Marketing for Financial Services

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

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

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

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

1. Curated Content for Social Media

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

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

2. Social Media Compliance Tools

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

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

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

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

4. Accurate, Data-Driven Results

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


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

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

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

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

    GUIDES

    Consistent, Compliant Digital Marketing for Financial Services

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

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

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

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

    1. Curated Content for Social Media

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

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

    2. Social Media Compliance Tools

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

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

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

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

    4. Accurate, Data-Driven Results

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


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

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

    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

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

    GUIDES

    Consistent, Compliant Digital Marketing for Financial Services

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

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

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

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

    1. Curated Content for Social Media

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

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

    2. Social Media Compliance Tools

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

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

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

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

    4. Accurate, Data-Driven Results

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


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

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

    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

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

    GUIDES

    Consistent, Compliant Digital Marketing for Financial Services

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

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

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

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

    1. Curated Content for Social Media

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

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

    2. Social Media Compliance Tools

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

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

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

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

    4. Accurate, Data-Driven Results

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


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

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

    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

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

    RESOURCES

    NEWS
    October 12, 2021

    Consistent, Compliant Digital Marketing for Financial Services

    By
    Denim Social

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

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

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

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

    1. Curated Content for Social Media

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

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

    2. Social Media Compliance Tools

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

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

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

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

    4. Accurate, Data-Driven Results

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


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

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

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

    If you are posting the same content on every social media network, you might be missing out on key engagement opportunities for your social selling strategy. What gets the most attention and engagement on Facebook, Instagram, Twitter, or LinkedIn isn’t universal, and financial marketers would be wise to seek a more nuanced strategy than just casting a wide net and hoping for the best. While there are general best practices to posting on social, making just a few distinctions to how you approach each of your networks can help you beat the dreaded social media algorithms and build credibility and expertise at the brand and individual producer levels. Let’s take a look at each network and how banks, wealth management firms, insurance agencies, and mortgage lenders can customize their strategies to the unique needs of each network to achieve growth and success. 

    Facebook: This is what you should know about our financial institution. 

    Despite the emergence of new networks and the inevitable departure of Gen Z and Millennials, Facebook is still the most popular social media network, and it’s a non-negotiable for any business. For community banks and other smaller financial businesses, it is the perfect medium to connect with local communities. This network will be one of the first places many customers look for a business, so having updated and branded profile information is essential. It’s ideal for sharing important dates or events, announcements, or anything customers need to be in the know about. Utilize brand pages for general information, and allow your agents, advisors, or employees to curate more personalized content on their individual business pages. 

    How To Succeed:

    • Share a wide variety of content geared towards informing and connecting with audiences
    • Post content related to the local community and partnerships with other business or organizations
    • Take advantage of user-generated content to build and maintain relationships with customers at the brand and producer levels

    Twitter: Talking about our #financialinstitution. 

    Sometimes Twitter seems like a mystery with its unique format, hashtag content, and 280-character limit. Like any other network, customers and prospects will consult a company’s account to find information they need to know; but more importantly, Twitter is a network people go to in order to hear news and opinions - and share their own. It is primarily a resource for sharing thought leadership and staying informed about industry updates. To be set up for success, brands and producers should follow relevant accounts like competitors, local businesses, and industry leaders. Hashtags are a useful way to learn about the broader conversations happening- plus, they provide insight into the hashtags marketers should be incorporating as well. Like any other network, brands engaging in social selling will enjoy the benefit of more engagement and awareness opportunities. 

    How To Succeed:

    • Prioritize engaging in existing conversations, rather than creating original content
    • Retweet relevant information for your customers and your brand, and utilize the mention function to increase visibility
    • Follow and use hashtags related to your industry to stay connected to current events and other thought leaders

    LinkedIn: This is what our financial institution wants you to know, and why.

    Branded as the professional social network, LinkedIn is perhaps the most important place for financial services brands and employees to be when it comes to social selling. This is a great way for brands to grow their reach by tapping into the power of user connections through sharing thought leadership and need-to-know information regarding their industry. Plus, authenticity is increasingly important on LinkedIn, with customers preferring to interact with brands that seem more relatable. Marketers and individual producers can use LinkedIn to share those values and insights into company culture that make people feel connected: photos, videos, and important awards or achievements can help boost engagement and brand awareness. With the power of a brand page combined with employee advocacy through social selling, LinkedIn should be a main focal point for any financial institution. 

    How To Succeed:

    • Share images of community and in-person interactions and events with context on what it means to your business
    • Follow local businesses from your actual business page (such as: local library, schools, industry competitors, local figures) and engage with their posts from your business page
    • Share high-performing posts from industry thought leaders and other local businesses; this boosts their engagement and gets visibility for both of you

    Instagram: Here’s a photo or video of what our financial institution values. 

    As a highly popular and visually-appealing social media network, Instagram is ideal for demonstrating a more human side to any financial brand, which is especially important for connecting with younger customers. This network is meant to be fun and entertaining for followers, while also staying on brand for financial companies and still informative. Of all the networks, Instagram is going to be the easiest way to reach younger audiences and get creative with content. For brands engaging in social selling, it’s a fun way to give producers a chance to show their personality and connect with customers on a more casual level. Instagram is also very dynamic and visual: the Reels and Stories functions provide alternative ways to share and engage quickly with video, which provides more opportunities to get in front of audiences within the platform than image posts alone.

    How To Succeed:

    • Post images from community or in-person interactions; share important posts to brand and producer Stories, then save to Highlights
    • Use emojis in copy and keep text light and fun; it’s all about the visuals on this network
    • Follow other businesses/industry thought leaders; engage with their content and share posts to your own stories

    While every network has its own charms and best practices, there are a few overall things to keep in mind when launching a social selling program: stay authentic and non-salesy; keep compliance matters in mind; know how to maintain a balanced and informed feed; and finally, don’t forget that paid advertising can boost organic efforts on any network. Knowing what to post on each social media network can be overwhelming, but understanding the best way to approach social selling at the brand and individual levels on Facebook, Instagram, Twitter, and LinkedIn will translate to more engagement, better brand awareness, and increased trust from industry leaders and customers. With a little fine-tuning and support for your team, you can see the difference a network-based content approach can make for your financial institution. 

    3 Steps to Social Selling
    September 16, 2022

    What is social selling and how does your financial institution get started?

    Social selling is just what it sounds like: using social media to sell a product or service. It’s leveraging social to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will eventually lead to sales.

    Social selling is the perfect crossroads of marketing and sales. It enables intermediaries – like loan officers, financial advisors and insurance agents – to add value to the customer journey where there wouldn’t otherwise be an opportunity.

    If you're wondering where to get started, check out Denim Social's latest infographic to learn more.

    Ready to learn more? Click here to meet with the Denim Social team.

    Your financial institution, loan officers, bankers, agents, or advisors have spent a lot of time and effort building a robust social selling program, driving brand and associate presence, and establishing a good flow between marketing, compliance, and sales. Then comes the announcement that your organization will be going through a merger or an acquisition. Now what?

    While it can at first seem like the hard work that was put into your social selling strategy was wasted, there are measures you can take to preserve the progress in social media marketing you’ve made and set your institution up for success both during and after a transition.

    Digital transformation is one of the leading drivers of M&A activity and social selling can help your institution stay ahead. The industry shows no signs of slowing down, so banks, investment and wealth management firms, DBAs and others, will be faced with more uncertainty and opportunity for M&A activity in the future.

    So, how to prepare and sustain a social selling program during transition? Start with these steps to create a foundation in your digital marketing strategy that will weather any change.  

    1. Be open and flexible as organizational shifts occur. Understanding what is changing and how it impacts various departments will make preserving or updating strategies more efficient. Don’t be afraid to ask questions and advocate for your social selling program as you navigate a new company environment.
    1. Document your social selling program. When you're in the thick of day-to-day marketing activity, it's easy to skip documenting the key tenets of the program you've designed. Take the opportunity to get down on paper the stakeholders involved, the strategy in use, the outcomes expected, etc. so it's easy to advocate for resources.
    2. Establish regular communication between compliance, marketing, and leadership. Get buy-in early and often from other departments. Sales should know why social selling is important to business, and legal and social media compliance should oversee that they are doing social selling safely. Progress and outcomes of the program should be made easily available, and setting regular meetings to keep everyone in the loop will make any transitions much easier and more adaptable.
    3. Be prepared to show records of all social media activity and history. Where there is a merger or acquisition, there is sure to be an audit. Keeping your strategy, your posts, and user information all in one place that can be easily accessed will give credibility to your social selling program and build trust with any new leadership. When users post through a platform, it is a quick fix to pull any needed information for compliance purposes.
    4. Get your budget in order. While budgets for marketing departments tend to be increasing, especially for social media, being faced with a merger might necessitate some budget rebalancing. Adopting a social selling strategy increases the value of your efforts, and multiplies what a brand can do alone, making it a budget-friendly approach.
    5. Track performance. Having a solid grasp of social media ROI and social selling analytics can inform how to present a budget to leadership and make the most of what is available. With insight from analytics, you can prove to the company that output on social media is resulting in input from new business. And remember, frontline employee engagement in a program is a powerful metric to emphasize!

    Throughout the merger and acquisition process, keep an open mind and expect changes. Having management on the same page while promoting and driving the social selling program will be instrumental to ongoing success. In the face of potential transitions, feel confident that your financial institution social media marketing can withstand the test of time by preparing now.  The right social media management tools can give you the confidence to successfully transition your program, while staying compliant. Ready to learn more? Talk to your customer success manager or book a demo with us today.

    Analytics should drive every financial institution’s social strategy. From rising consumer expectations to increased c-suite demands, measurable results are a requirement for a successful social media strategy. That means today’s financial marketers must be able to link social media efforts to ROI metrics.

    In the latest Denim Social guide, we’ll help you understand how to use social media analytics to:

    • Gain valuable insights on what your customers want
    • Optimize social media efforts to drive results
    • Demonstrate results to leadership, securing support and budget

    Click below to get started on your analytics journey:

    A Guide to Using Social Media Analytics to Enhance Your Financial Institution's Marketing Strategy

    The true foundation of sales is relationship building. While this has traditionally been done in person, especially in the insurance industry, the digital landscape offers endless possibilities for relationship building. This is why leveraging social media as a sales tool is so integral to your digital marketing strategy.

    Social selling is the perfect crossroads of marketing and sales, and enables intermediaries to add value to the customer journey where there wouldn’t otherwise be an opportunity. After all, Net Promoter Scores are 15 points higher for property and casualty insurance customers when they’ve interacted with their insurers within the past year.

    Developing a social selling strategy and launching a program can be daunting. Marketing and sales teams are already juggling full plates. Adding social to the sales mix is a culture shift, and supporting hundreds or thousands of intermediaries in weaving social into their everyday processes isn’t a small feat. Remember that social selling is more than marketing: It’s using social media as a digital relationship-building and sales tool.  

    This mindset shift can take some time, and launching your strategy and program won’t happen overnight. Luckily, there are tools available to make this culture shift much easier. Denim Social was built to power social selling programs within the financial services industry, and we’ve outlined what it takes to launch a successful program:

    1. Align with your team on the definition of social selling.

    Social selling is just what it sounds like: using social media to sell a product or service. It’s leveraging social to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will eventually lead to sales.

    While this may be old news to you, intermediaries may have less experience with it. Take the time to talk about it this way and educate your teams on using social media as a sales tool. This time spent learning a new marketing tactic is very much worth your agents’ time, too. Prove it to them by sharing meaningful stats on the benefits of social selling. For example, LinkedIn’s 2022 State of Sales Report found the most successful sellers at large companies — those reaching more than 150% of quota — routinely use technology to build human connections with buyers.

    2. Educate your sales team.

    Remember that social selling isn’t just marketing’s responsibility. It’s an effort that should be supported by both marketing and sales. If you’re in a marketing role looking to launch social selling for your intermediaries, take the time to educate your sales partners on social selling. Craft your elevator pitch on how social helps intermediaries meet customers where they are in the digital landscape and how enabling them on social helps amplify your brand messaging.

    Keep in mind that social media in a heavily regulated industry can feel risky, and adding it to the mix of sales tactics that have “always been done a certain way” can feel like a huge change. Patience is key! Own the narrative around social selling, build your group of internal champions to help with this culture shift, and invest time in change management and your communication plan.

    3. Find your social selling technology.

    Once you’ve got your internal teams aligned on launching social selling for your intermediaries, it’s important to find a tech solution to make it all easier! Seek a solution that creates efficiencies for the administrators of your program and your users. For instance, does your platform account for compliance coverage? Does your vendor understand the nuances of your industry? As you’re evaluating potential platforms, make sure to consider both the administrative and end-user experience, as well as both organic and paid capabilities. A holistic social selling platform will include all these things.

    Spoiler alert: At Denim Social, we do all these things! We specifically support the financial services industry, understand your compliance needs, and, most importantly, understand the impact intermediaries can make through social selling (both organic and paid). We can also operate with any other tools you use to manage your brand, so you have full control over your tech stack.

    4. Identify social maturity.

    So you’re changing the narrative, gaining buy-in, and you’ve found Denim Social to help you — what’s next? It’s time to dig into your user group to identify social maturity. You don’t have to do it all at once — a phased approach with folks of different social maturity levels will make this easier to learn and scale from.

    Start by simply searching for your intermediaries on social media. How easy is it to find them? Are their pages updated and on brand? Is their “about” info robust and accurate? Have their profile photos been updated in the last decade?

    If you are answering “yes” to a lot of these, you already have a great start. Those are your people. But if you aren’t, that’s OK — you’ll just need to start with some generalized social education and profile optimization to get your group started. Taking the time to deliver this education is critical in making social media for insurance agents stick.

    5. Train and test your user group.

    Once you’ve identified agents who are either already active on social or ready to be active, start communicating. Let your whole organization know that you’re launching a social selling program. The more folks who know, the more they can support your work. Then, communicate with your first user group; let them know what to expect throughout the launch, including your level of support and upcoming training to get them started.

    And finally ... train! Depending on the level of social maturity of your launch group, this might mean starting with the basics of each social platform, as well as the basics of organic and paid social. If your users are super ready, it could mean jumping right into your social selling tech solution.

    6. Measure success and optimize over time.

    Once you have momentum, fuel that success with regular content. It takes time: Start simply by creating intermediary versions of your brand content and add this content to your content planning processes (for instance, you might craft language your agents can use to share branded social posts). One of the perks of Denim Social? We curate your library with our content integration.

    Finally, measure your success and share it with your internal champions, teams, and leadership. Your measurement might just consist of basic content usage and engagement at first, but it will ultimately grow to measuring return on ad spend and leads generated. Take the time to celebrate small wins and educate your internal partners on the growth of your social selling program. Check in with your social sellers to make sure they’re understanding the value and celebrating with you.

    At the end of the day, remember that launching and maintaining a social selling program is a long-term commitment. It can take a while to steer the ship in a new direction, and that’s OK! It means you’re thoughtfully implementing a new strategy and are training your team appropriately.

    To learn more about how insurance agents can optimize social selling and promote growth, connect with Denim Social today.

    Forward-thinking marketers understand the power of social media at all stages of their marketing funnel. From awareness and consideration to loyalty and even advocacy, social and digital channels can and do inform purchase decisions. Financial institutions are catching on — more than 90% of the 50 largest banks are currently on Facebook, and 88% have active Twitter accounts — but being on social media doesn’t equate to a strong social media strategy. Today’s digital market requires an integrated strategy that meets target audiences throughout the buyer’s journey. This means investing in paid social campaigns alongside organic and driving deeper relationships with customers through social selling.

    Sounds easy, right? While marketers may understand the strategies and costs associated with modern social success, senior decision makers may still need educating and persuading. That’s why it’s essential to be able to effectively communicate the benefits of integrated social media strategies. In addition to intangible benefits like building trust and humanizing your brand, both organic and paid social selling strategies offer metrics that enable marketers to prove value.

    After all, people buy from people. So if you’re ready to advocate for an expanded social media strategy, start by asking yourself these questions. Not only will they help you decide on your strategic priorities, but they will also show you how to articulate the value of social media strategies to the people holding the budget strings. To prove the value of social media in financial services and get buy-in from senior leaders, marketers must ask themselves these questions:

    Does Our Social Media Marketing Drive ROI?

    Expanding a social media strategy often means increased spending — so you must be able to show decision makers the value of social. While financial marketers are already advocates — they know the power of paid social media efforts and have seen it in action — other leadership may not have that knowledge. It’s up to marketing teams to connect the dots on how their efforts are driving business results, and that means providing a strong argument based on metrics and concrete benefits.

    Data tells a powerful story, so let it guide the conversation. And to further strengthen your case for expanded social media strategies, make sure to highlight these benefits:

    • Targeting

    While organic content is important, leaders must understand that it’s not enough to impact the bottom line without paid support. Paid social media gives more flexibility than organic content — you can target specific customer subsets, or even new audience bases, allowing for greater personalization and a higher ROI. It’s all about delivering relevant content to the right consumers at the right time.

    • Feedback

    Feedback may not always impact the bottom line, but social media itself does offer a direct line to consumers. With the lines of communication open, it becomes easier to listen and learn about their wants, needs, and interests. An open-ended post, for instance, can encourage comments, which provide qualitative feedback on any given topic. This will improve the trust in your institution; customers (and their followers!) will see the commitment to providing an ever-improving experience.

    • Conversion

    Social media is about more than likes: If you’re providing links on social media (and you should), you’re creating conversion opportunities. Direct consumers to a landing page — from there, you can collect lead information. All that’s left is a follow-up. If that landing page has a form, track completion rates. The icing on top? These interactions are all measurable. Prove value by comparing these metrics with traditional tactics. When did a leader ever see a recorded, data-backed conversion metric from a billboard?

    • Efficiency

    Measuring social media marketing ROI, like most analytics, requires technology — and the right technology, at that. Spreadsheets simply won’t cut it, and they’re not as accurate or efficient as the tools that fintech partners offer. That’s why the Denim Social platform was built with financial institutions in mind. Its analytics capabilities allow for a more efficient means of capturing results while also centralizing information. Data is readily available, which can simplify and improve the approval workflow. Improvements to the workflow process have been shown to free up 20% to 30% of employees’ time — so bring that statistic to decision makers to prove its necessity.

    How Do You Use Social Media Analytics to Make Your Case?

    Expanding marketing strategies means collecting more data, and that necessitates a robust social media management tool. Gathering data on any social media marketing campaign affords you the opportunity to measure its overall performance and gives you clear-cut evidence to support business measures related to those efforts.

    Of course, data should be gathered based on specific criteria. Meaningful insights come from specific measurable goals related to your campaign and the goals of company decision makers. While the objectives of any social media strategy for financial services will vary from one institution to the next, any marketing effort can benefit from optimizing strategy through social media ROI metrics.

    Use metrics to hone your messaging and audience. Every social media marketing post is a learning opportunity about what resonates with your audience. Analytics show what topics drive engagement, what calls to action inspire clicks, and so on. Then, fine-tune subsequent posts based on your findings. Mastering social is an iterative process. When speaking with upper management, highlight how this process delivers greater value over time by continuously evolving.

    As you optimize your messaging, look to target audiences. Social media, and paid social in particular, allows you to target subsets of consumers. Vary your messaging and content, and you begin to understand what connects with whom. This allows you to maximize social media spend going forward — you’re not wasting time and effort putting messaging in front of an uninterested audience. When decision makers want to reach specific audiences, outline how putting money toward paid ad campaigns makes that happen.

    Audience engagement with your posts isn’t the only important metric; they’re likely interacting with your competition, too. Denim Social’s social listening tools provide a simple — but comprehensive — snapshot of competitors. Use our built-in metrics comparisons to learn what’s working for others and where you’re ahead.

    When you’re looking at your own metrics, be sure to pay attention to where the customer journey is going. Failure to guide customers to a landing page and other lead-generating tools will lead to dead ends, which isn’t the best use of these channels. Trackable links and analytics help marketers recognize the best avenues for using social media posts to capture leads that translate into sales. If you aren’t effectively working toward leads, it’ll be difficult to defend the necessity of your budget.

    Finally, don’t measure your ROI too soon. If you’re going to connect the value of social to your broader business objectives, you need to sync your measurement time with your sales cycle or risk misunderstanding (and likely underestimating) the impact of social. Help leadership understand that ROI isn’t a one-and-done and it’s not instantaneous. That way, you’re guiding their expectations to the bigger picture of what your social media strategy is doing.

    Troves of data are available from social media channels, and you’ll need the right technology to organize the information and arrive at a set of objectives that align with your larger business goals. The right measurement tool can build the confidence digital marketers need to foster social media marketing ROI success.

    What’s the Cost of Getting Social Media Compliance Wrong?

    Social media compliance for financial institutions can feel challenging, especially today. SEC Chairman Gary Gensler has brought increased scrutiny to social media since his appointment, and it’s understandable for institutions to want to pull back efforts to mitigate compliance risks. Make sure your executives understand that this method loses more than they gain.

    Consider that customers are increasingly using digital methods to meet financial needs. Can anyone afford to lose out on that audience base? You won’t reach new customers, and you’re losing valuable social selling opportunities with the ones you have. Social selling influences half of revenue for 14 major industries — and financial services is one of them.

    Rather than scaling back social media efforts (and in the process, your revenue), work to mitigate compliance risks. When senior management airs concerns over compliance, counter with technology to automate compliance monitoring. Denim Social was built for compliance, so you can focus less on worrying if you’re compliant and more on fostering leads.

    With Denim Social, you can use numerous tools that can help in ensuring:

    • Protection. Problematic posts never see the light of day, as our platform not only establishes an approval workflow but also flags posts containing questionable keywords or phrases even before the review process.

    • Education. Our platform can serve as an ongoing compliance education tool. Team members receive almost immediate feedback and can test the equipped filters to understand what might cause regulatory trouble.

    • Enablement. Denim Social allows for the creation content libraries and curated, pre-approved posts. Team members can pull from these resources without the need for approvals, adding speed and efficiency to the process.

    • Record-keeping. The potential of an audit hangs over every financial institution. Our platform archives all social media posts and interactions. It even does the same with comments. If regulators come knocking, you’ll have a report in no time.

    • Notifications. Should a team member try to send a post through the approval process with a prohibited keyword or phrase, those flags send a notification directly to the individual. Employees quickly learn what can and cannot be posted.

    • Profile locks. Rules can be built within the platform that can prevent team members from posting problematic content, helping to quell worries about social media compliance. The goal is to provide the controls necessary to avoid issues.

    • Editing. Admins can edit or delete team members’ posts, comments, or direct messages right from the platform — across any connected social channel. In fact, the process is automated when prohibited keywords or phrases hit the network.

    Social media compliance for financial institutions shouldn’t be more complicated than any other compliance for your operation. It all comes down to your choice of technology, and Denim Social has the experience and tools you need to make it a breeze.

    What Do We Need in a Fintech Partner?

    The social media marketing needs of financial institutions are unique. You’re not necessarily selling a product or a service but a relationship with a qualified professional, which calls for authenticity and empathy to establish a sense of trust. The tactics used by “traditional” brands simply aren’t as impactful in the financial services space.

    Beyond that, social media compliance is complex. Without industry knowledge, it can be difficult for a marketing agency to navigate the nuances set by FINRA. Your fintech partner should fully appreciate the regulatory constraints and respect the concerns of your financial institution while still understanding how to drive real value with your social media strategy.

    However, according to Cornerstone’s “What’s Going On In Banking 2021” report, financial institutions aren’t having much success finding these qualified and attentive partners, noting that FI “boards will tire of not seeing results [from fintech partnerships]." Executives are relying on your expertise to identify fintech partners with a proven ability to collaborate and create solutions. And because boards may be wary of partners, you must be able to outline exactly how that partner will help you reach your goals. Help executives understand these benefits.

    • Customized onboarding.

    Denim Social customizes our onboarding process to meet your specific needs, so executives know they’re getting an experience tailor-made for the company. No questions are left unanswered — we walk alongside you to always offer an explanation. On top of that, our team will help you craft the communication necessary to get employees to use the platform. Emails, messaging, toolkits, and more are available to encourage adoption, so upper-level management knows they’re investing in a tool that will see widespread use.

    • Team training.

    Depending on your size and needs, we provide kickoff and regular training to help team members make the most of the platform so that decision makers can rest easy knowing our software isn’t being underutilized. We can also provide train-the-trainer sessions to move training internal, and our recently launched Academy can help marketers become certified on our platform.

    • Strategy consultation.

    Our customer success team can help you identify tactics to move the needle on your social media strategy. Just ask, and we’ll provide best practices and industry-relevant comparisons to inform your tactics and optimize your social selling implementation.

    • Content libraries.

    We work directly with your institution and UpContent to ensure you can create a customized content library that matches the specific needs of your business and your customers.

    In order to optimize a social media strategy, FI leaders and marketers must be able to sustain compliance at scale and understand social media measurement and analytics to see ROI. When you understand your metrics, you can bring that knowledge to decision makers, too. They’ll see the value you bring to the brand and associates (and match that value when it’s time to make budgets). Trusted fintech partners with dedicated customer success teams can help.

    Bottom line: Social media is hard, but marketers don’t have to do it alone. With Denim Social, they have dedicated team members they can call to help.

    Get in touch with us today to schedule a demo!

    Connect & Convert on Social

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

    RESOURCES

    VISION
    October 12, 2021

    Consistent, Compliant Digital Marketing for Financial Services

    By
    Denim Social

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

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

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

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

    1. Curated Content for Social Media

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

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

    2. Social Media Compliance Tools

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

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

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

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

    4. Accurate, Data-Driven Results

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


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

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

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

    People buy from people. That fundamental truth is the cornerstone of the insurance industry and is holding true even as the insurance value chain becomes more and more digital. But in a world where customers increasingly avoid in-person interactions — McKinsey’s 2020 U.S. Insurance Agent Survey saw a 65% drop in face-to-face conversations in 2020, with a slow recovery — how do agents adjust? The answer is to meet customers where they are - online.

    Insurance professionals likely view social media as a necessary evil, but social media can be a powerful sales tool, putting agents right in the path of their clients and prospects. It’s more than just posting content into a digital void; it’s taking what agents have done for decades to build their business and bringing it to life within the social media landscape. Consider this: GWI research suggests online consumers around the globe spend almost 2.5 hours scrolling through social sites daily.

    Putting energy into social media as a sales tool means attracting those eyes and winning more chances to interact with prospects and customers. But where do you start? Here are a few things to consider before leaning into social selling.

    1. Learn exactly what social selling is (and isn’t)

    Social selling is using social media to showcase thought leadership and industry expertise, build relationships and, ultimately, connect with new prospects while maintaining trust with existing ones. But a social selling strategy requires much more than having a Twitter account; it requires the same attention as any sales methods do. It’s taking social beyond simply posting regularly. It’s using social as a connection point to identify life events and points of connection with your community. And the good news is, you should see the returns. LinkedIn’s Social Selling data notes that 78% of social sellers outshine their peers who aren’t using social media as a sales tool.

    1. Take stock of your social media accounts

    If you hope to capitalize on social selling, you must first take stock of your existing social media accounts and look for opportunities to strengthen your overall social presence.

    Whichever social channel mix you’ve decided is right for your business (it’s OK not to be on every social platform!), you always want to make sure your brand is consistent and robust across each channel. That sounds easy, but there are a few things to consider to ensure that your identity is clear and consistent:

    • Profile images: Whether it’s a professionally taken photo, a well-lit high-resolution image taken on a smartphone or your company logo, make sure your profile images reflect how you and your company look today. (For example: Don’t use your headshot from 15 years ago.)
    • Cover images: Facebook, LinkedIn and Twitter all have a space for a cover or background image. Be sure you have a cover image that is consistent with your brand and that you have the rights to use that image.
    • “About” sections: Today’s consumers use social media for information searches like they use Google, so your bios and “about” sections pages are more important than ever. Sections can vary across social channels, but your information should be accurate and reflect your business on each channel. Pay special attention to your business description, location information and hours of operation.

    Rather than jump right into the heavy stuff, it’s important to get these social media ducks in a row first.

    1. Make a plan for posting, engaging and amplifying.

    After your social accounts are up to speed, it’s important to have a plan. Regularly posting content is only the foundation of social selling, but it will help keep you top of mind with your followers and give you a place to interact with them. It also sets you up well when you’re ready to start putting money behind your posts with paid social advertising.

    Beyond posting, it’s important to keep an eye on those who interact with your posts. Comment back, connect with them or, better yet, give them a call. Social selling really comes to life when you can weave social into your everyday sales practices. Either way, prioritize social just as you would other crucial facets of your business. Post regularly and have a plan for responding and engaging with your existing and potential clients. Then turn those engagements into sales opportunities.

    1. Leverage your resources.

    You’re not the only one flexing your social selling muscles, so look to others – even insights from competitors - for help. A good way to begin is to look at the social accounts of others in and out of your sector. What are they writing about? What posts seem to engage followers? How are they branding themselves to be trustworthy experts? Use the information you gather to help you plan your own social selling and content strategy.

    The question shouldn’t be if you should start social selling, it’s when. Your existing and potential clients are there, waiting for you. You only must give social selling the time and energy it deserves. As someone in a profession built around risk, you’ll find that social selling is a safe bet.

    This article was originally published in Insurance Newsnet.

    Mortgage professionals know: the industry is undergoing digital transformation, and it’s more important than ever for lenders to have access to the latest financial technology tools. Here at Denim Social, we want to empower mortgage marketers and loan officers with social selling resources that will help pave their way into a bright and people-centric future. To stay ahead of the curve, our team attended the National Mortgage News Digital Mortgage Conference to connect with our mortgage colleagues and learn more about how we can successfully guide customer social media strategies.  

    We learned a lot, but here were my three top takeaways: 

    1. Technology solutions are helping institutions better serve customers. 

    Mortgage companies, banks, and credit unions are transforming how they interact with consumers. Technology is helping marketers learn more about consumers, so that lenders can provide the right product at the right time and decrease the time it takes to close a loan. This is drastically reducing the friction for the consumer, because it’s now as easy as clicking a button to connect with a loan officer and go through the entire approval process. 

    1. The home buying process looks different than it used to. 

    Leaders in mortgage are recognizing that the next generation of homebuyers want and expect the buying process to be different from beginning to end. Today’s buyers expect that information will be readily available online and on social media, and communications between involved parties will be instantaneous and casual. Having a strong online presence signals trust and credibility that is needed for customers to feel confident in their decisions. 

    1. Appearances matter, and it’s essential to look the part. 

    Sure, it’s important to have a strong back office system and process in place so that the mortgage business runs smoothly, efficiently, and dependably. However, now that the boom of the last couple of years is coming to a close, it’s time for many lenders to refocus that effort into the front office. Time, effort, and budget must be allocated to making a good impression and catering strategies to meet customers where they already are and on their terms.  It’s a big shift from the old ways of doing things, but loan officers who commit to social selling and create a strong social presence will come out ahead of those reluctant to make the shift. 

    The bright side of these industry transformations is that now financial institutions will have more opportunities than ever to grow their brands and personalize their approach to customer interactions and sales. Loan officers especially have more resources than ever to interact with their communities. Social media is the perfect way to stay top of mind, and tools like Denim Social are here to support mortgage lenders, banks, and other services seeking to strengthen their social selling capabilities.

    If you are posting the same content on every social media network, you might be missing out on key engagement opportunities for your social selling strategy. What gets the most attention and engagement on Facebook, Instagram, Twitter, or LinkedIn isn’t universal, and financial marketers would be wise to seek a more nuanced strategy than just casting a wide net and hoping for the best. While there are general best practices to posting on social, making just a few distinctions to how you approach each of your networks can help you beat the dreaded social media algorithms and build credibility and expertise at the brand and individual producer levels. Let’s take a look at each network and how banks, wealth management firms, insurance agencies, and mortgage lenders can customize their strategies to the unique needs of each network to achieve growth and success. 

    Facebook: This is what you should know about our financial institution. 

    Despite the emergence of new networks and the inevitable departure of Gen Z and Millennials, Facebook is still the most popular social media network, and it’s a non-negotiable for any business. For community banks and other smaller financial businesses, it is the perfect medium to connect with local communities. This network will be one of the first places many customers look for a business, so having updated and branded profile information is essential. It’s ideal for sharing important dates or events, announcements, or anything customers need to be in the know about. Utilize brand pages for general information, and allow your agents, advisors, or employees to curate more personalized content on their individual business pages. 

    How To Succeed:

    • Share a wide variety of content geared towards informing and connecting with audiences
    • Post content related to the local community and partnerships with other business or organizations
    • Take advantage of user-generated content to build and maintain relationships with customers at the brand and producer levels

    Twitter: Talking about our #financialinstitution. 

    Sometimes Twitter seems like a mystery with its unique format, hashtag content, and 280-character limit. Like any other network, customers and prospects will consult a company’s account to find information they need to know; but more importantly, Twitter is a network people go to in order to hear news and opinions - and share their own. It is primarily a resource for sharing thought leadership and staying informed about industry updates. To be set up for success, brands and producers should follow relevant accounts like competitors, local businesses, and industry leaders. Hashtags are a useful way to learn about the broader conversations happening- plus, they provide insight into the hashtags marketers should be incorporating as well. Like any other network, brands engaging in social selling will enjoy the benefit of more engagement and awareness opportunities. 

    How To Succeed:

    • Prioritize engaging in existing conversations, rather than creating original content
    • Retweet relevant information for your customers and your brand, and utilize the mention function to increase visibility
    • Follow and use hashtags related to your industry to stay connected to current events and other thought leaders

    LinkedIn: This is what our financial institution wants you to know, and why.

    Branded as the professional social network, LinkedIn is perhaps the most important place for financial services brands and employees to be when it comes to social selling. This is a great way for brands to grow their reach by tapping into the power of user connections through sharing thought leadership and need-to-know information regarding their industry. Plus, authenticity is increasingly important on LinkedIn, with customers preferring to interact with brands that seem more relatable. Marketers and individual producers can use LinkedIn to share those values and insights into company culture that make people feel connected: photos, videos, and important awards or achievements can help boost engagement and brand awareness. With the power of a brand page combined with employee advocacy through social selling, LinkedIn should be a main focal point for any financial institution. 

    How To Succeed:

    • Share images of community and in-person interactions and events with context on what it means to your business
    • Follow local businesses from your actual business page (such as: local library, schools, industry competitors, local figures) and engage with their posts from your business page
    • Share high-performing posts from industry thought leaders and other local businesses; this boosts their engagement and gets visibility for both of you

    Instagram: Here’s a photo or video of what our financial institution values. 

    As a highly popular and visually-appealing social media network, Instagram is ideal for demonstrating a more human side to any financial brand, which is especially important for connecting with younger customers. This network is meant to be fun and entertaining for followers, while also staying on brand for financial companies and still informative. Of all the networks, Instagram is going to be the easiest way to reach younger audiences and get creative with content. For brands engaging in social selling, it’s a fun way to give producers a chance to show their personality and connect with customers on a more casual level. Instagram is also very dynamic and visual: the Reels and Stories functions provide alternative ways to share and engage quickly with video, which provides more opportunities to get in front of audiences within the platform than image posts alone.

    How To Succeed:

    • Post images from community or in-person interactions; share important posts to brand and producer Stories, then save to Highlights
    • Use emojis in copy and keep text light and fun; it’s all about the visuals on this network
    • Follow other businesses/industry thought leaders; engage with their content and share posts to your own stories

    While every network has its own charms and best practices, there are a few overall things to keep in mind when launching a social selling program: stay authentic and non-salesy; keep compliance matters in mind; know how to maintain a balanced and informed feed; and finally, don’t forget that paid advertising can boost organic efforts on any network. Knowing what to post on each social media network can be overwhelming, but understanding the best way to approach social selling at the brand and individual levels on Facebook, Instagram, Twitter, and LinkedIn will translate to more engagement, better brand awareness, and increased trust from industry leaders and customers. With a little fine-tuning and support for your team, you can see the difference a network-based content approach can make for your financial institution. 

    In today’s origination and refi environment, most mortgage loan officers are finding it’s no longer fish in a barrel. That means every loan officer needs to consider their competitive edge. And when bargain-basement rates are no longer the decision driver for prospects, relationships matter more than ever.

    Everyone knows a successful sales strategy is focused on building long-term, trusted relationships, but today, that means building relationships online. Social media has long been regarded as a brand builder, but the real power of social is using it as a sales tool. It’s called social selling and it works.

    Social selling is just what it sounds like: using social media to sell a product or service. It’s leveraging social to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will eventually lead to deals.

    An active social selling strategy can not only help build ongoing relationships, but keep you top of mind with contacts when opportunities open up – and in this rate environment, that can be short-lived.

    Social selling requires continual care and management, but it’s worth the investment of time, and effort when you’re using social to drive business results. A daily social selling routine helps loan officers in so many ways and managing a program doesn’t have to be overwhelming. Here’s where to start:

    Optimize Your Profile

    Before you even get to posting, it’s important to take a look at your profiles to ensure your brand is consistent across channels. Ensure you have a current and easily recognizable profile picture. If you haven’t already, upload a cover image and update the about section to be your descriptions, location and hours are current.

    Post Meaningful and Relevant Content

    It’s not only important for you to be posting regularly, you need to be posting with purpose. Your social profiles should be an extension of who you are in real life. Authenticity always wins in social media.

    There is no magic formula for how often you should post, but consistency is key. Successful social selling programs offer a variety of organic content. The mix looks different for every loan officer, but commonly a healthy and informed mix includes brand, industry and most importantly, personal/community content.

    Interact with the Community

    Social media is a two-way conversation and that means you need to be interacting with followers. In other words, don’t post and ghost. Social selling is about listening, responding and engaging. It’s a conversation, so you should be promptly responding to comments and direct messages, showing connections that their inquiries and concerns matter.

    When every deal matters, so does every relationship. If you’re looking to build trust and connection with customers and prospects alike, make sure your profiles are up to date, post regularly and interact with your followers. A social selling strategy can help you make the most of social media opportunities in a competitive environment.

    This article was originally published in MBA Newslink.

    The insurance industry is built on — and amazing at! — assessing risk. But the industry’s risk aversion has put insurance marketers between a rock and a hard place. On the one hand, modern customer expectations mean agents need to leverage their relationship-building skills to gain ground online. On the other, unfamiliarity and fears about compliance are driving slow social selling adoption across the industry. While the concept may seem novel to some insurance leaders, that doesn't mean their competition is standing on the sidelines. After all, rival carriers aren’t twiddling their thumbs; many are jumping headfirst into social selling strategies and generating the new business to show for it.

    The good news is that adopting social selling doesn’t mean the industry has to reinvent the wheel. Rather, it should feel natural because this kind of digital communication is simply an extension of what agents are already doing. Instead of viewing digital marketing and social selling as an entirely new strategy, remember that it’s built on the same bread-and-butter relationship skills that trusted insurance advisors have always used with their customers. Insurance leaders must acknowledge social media as a sales channel, just like cold calling and in-person meetings, and must integrate social selling into the fabric of their organizations.

    How to Advocate for Social Selling

    Social media isn’t going anywhere. It’s where consumers are interacting with each other, looking for advice, and learning new things. This means intermediaries have to be there, too. Insurance agents need to reach their clients and prospects alike on social media, and the carriers and agencies they’re part of can help.

    With this in mind, insurance marketers and leaders must advocate for social selling throughout the organization. And everyone has a role to play. While marketers will stay busy coordinating paid ad campaigns to reach new target audiences and managing the branded social media, agents and other representatives of the brand must be on board as well: They need to be posting, liking, and replying to build relationships and bring a human touch to the broader social media strategy. Getting this buy-in means bridging the gap between sales and marketing — and educating them on why social selling works. If you're ready to sell-in social selling, here are four ways to get started:

    1. Get Everybody on the Same Page

    While some marketers may already be comfortable with the concept, social selling is still a recent marketing innovation for the insurance industry. Marketers need to get up to speed on strategy and execution, while also educating the organization (especially intermediaries — have we mentioned how important they are?).

    Start by defining social selling. This is our shorthand definition:

    Social selling is using social media to sell a product or service. It’s using social to:

    · Showcase thought leadership

    · Engage with potential customers

    · Interact with existing customers

    · Build trust and relationships

    Sounds pretty straightforward, right? While the execution can be trickier — think balancing paid and organic advertising, tracking analytics to calculate ROI, and overseeing the social media accounts of all the intermediaries — starting simple helps ease everyone into the process. This is especially important for advisors with limited social media experience. Lead with empathy to help them adjust to the new face of insurance marketing.

    2. Speak Their Language — With Stats to Back You Up

    Intermediaries want to build relationships and drive results — and social selling can help them do it — but only if they understand its potential. Highlight the value social selling has for both the company and individual intermediaries. Thankfully, this is one of the easier parts of selling social selling: The stats can do all the heavy lifting.

    Gather good information from trustworthy sources. If you’re going to be persuasive, you have to paint the picture of what social selling can do. Some of our favorite data comes from LinkedIn. Sales reps scoring higher on LinkedIn’s Social Selling Index experience:

    · 45% more sales opportunities

    · 51% higher likelihood to hit quotas

    · 78% outselling peers who don’t use social media

    And don’t be afraid to share the success you’ve had with brand social media, too. Brand social media and intermediary social selling, paid social ads, and organic social media content: All of these are chapters in the greater narrative of successful digital marketing strategies.

    3. Seriously, Bring Up the Data

    Raw numbers are well and good, but case studies marry data and narrative in a uniquely compelling way. Countless other industries have had success with social selling, and insurance needs to pay attention. Share these stories about what social selling has accomplished for so many other businesses. The housing industry, for one, has been particularly astute with social selling in recent years, especially when it comes to mortgage lending.

    In addition to formal case studies, bring the concept to life with experiences anyone can understand or has likely seen in their personal social media feeds. Local real estate agents are great examples of an industry that’s exemplary at utilizing social selling tools. Instead of starting from scratch, look to adjacent regulated industries to guide the way.

    4. Create a Culture of Q&As

    Don’t assume leaders know that social media is a sales channel — but also, don’t talk down to them when explaining the state of digital marketing. This means creating safe spaces where pros can ask questions (and not feel silly). Have a coffee; grab lunch. Give someone permission to be vulnerable and learn. Their aversion is likely rooted in misunderstanding. And remember, more experienced professionals may never have used social media for anything other than personal sharing. Empathy is your best friend. Walking alongside leaders and agents as they dip their feet into social selling will be so much more effective than talking down to them from the podium of knowledge. Building a strong foundation of understanding and a desire to learn will go a long way toward activating a social selling strategy.

    Social media marketing for insurance intermediaries may seem like a radical concept, but it’s more radical to not be using social as a sales tool. Sure, it may be new and feel risky, but educating the team and arming them with resources will make social selling feel not only prudent but necessary. To learn more about how social selling can help you reach your audience, request a demo today.

    3 Steps to Social Selling
    September 16, 2022

    What is social selling and how does your financial institution get started?

    Social selling is just what it sounds like: using social media to sell a product or service. It’s leveraging social to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will eventually lead to sales.

    Social selling is the perfect crossroads of marketing and sales. It enables intermediaries – like loan officers, financial advisors and insurance agents – to add value to the customer journey where there wouldn’t otherwise be an opportunity.

    If you're wondering where to get started, check out Denim Social's latest infographic to learn more.

    Ready to learn more? Click here to meet with the Denim Social team.

    Connect & Convert on Social

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

    Connect & Convert on Social

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

    Connect & Convert on Social

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