August 10, 2021

Denim Social Launches First-Ever Compliant Instagram Publishing and Advertising Solution

Marketers in Regulated Industries Can Now Execute Multi-Network Social Media Publishing and Advertising Campaigns While Staying in Compliance

Denim Social is proud to announce that its platform now offers Instagram publishing, monitoring and analytics. When combined with Denim Social’s existing support for paid Instagram advertising, marketers in regulated industries – like banking, mortgage, insurance and wealth management – can now manage fully integrated and compliant paid and organic campaigns.

The platform enhancement offers marketers one easy-to-use, intuitive platform to:

  • Manage publishing and advertising for multiple Instagram Business accounts
  • Publish and schedule organic content
  • Maximize reach and generate leads with paid advertising targeted to unique demographics
  • Strengthen strategies with organic and paid advertising performance analytics
  • Stay compliant and engaged with monitoring in one streamlined feed

With the integration of organic publishing and paid social media advertising in one platform, marketers can take advantage of Instagram’s unique content display and create opportunities for stronger engagement.

“A robust social media monitoring platform is a must in the mortgage and banking industry. Denim Social has not only allowed us to remain compliant, their platform allows our sales team to successfully post, utilize a library of approved content and monitor their engagement,” said Christine Madrid Overbeck, senior vice president, mortgage division, Goldwater Bank. “The recent expansion to include Instagram is a game changer. The sales team is extremely excited to engage with their clients using one more additional social media channel.”

Research shows that Instagram outperforms other social networks on engagement and the network boasts more influence on purchase decisions than any other platform. But for many financial institutions the compliance risks have outweighed the marketing rewards of the network. Denim Social is built for compliance and we’re proud to offer the only fully-compliant Instagram publishing and advertising solution in the industry.


Curious what Instagram can do for your brand? Check out our latest guide or schedule a demo to see the Denim Social platform in action.

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LEARN
August 10, 2021

Denim Social Launches First-Ever Compliant Instagram Publishing and Advertising Solution

Marketers in Regulated Industries Can Now Execute Multi-Network Social Media Publishing and Advertising Campaigns While Staying in Compliance

Denim Social is proud to announce that its platform now offers Instagram publishing, monitoring and analytics. When combined with Denim Social’s existing support for paid Instagram advertising, marketers in regulated industries – like banking, mortgage, insurance and wealth management – can now manage fully integrated and compliant paid and organic campaigns.

The platform enhancement offers marketers one easy-to-use, intuitive platform to:

  • Manage publishing and advertising for multiple Instagram Business accounts
  • Publish and schedule organic content
  • Maximize reach and generate leads with paid advertising targeted to unique demographics
  • Strengthen strategies with organic and paid advertising performance analytics
  • Stay compliant and engaged with monitoring in one streamlined feed

With the integration of organic publishing and paid social media advertising in one platform, marketers can take advantage of Instagram’s unique content display and create opportunities for stronger engagement.

“A robust social media monitoring platform is a must in the mortgage and banking industry. Denim Social has not only allowed us to remain compliant, their platform allows our sales team to successfully post, utilize a library of approved content and monitor their engagement,” said Christine Madrid Overbeck, senior vice president, mortgage division, Goldwater Bank. “The recent expansion to include Instagram is a game changer. The sales team is extremely excited to engage with their clients using one more additional social media channel.”

Research shows that Instagram outperforms other social networks on engagement and the network boasts more influence on purchase decisions than any other platform. But for many financial institutions the compliance risks have outweighed the marketing rewards of the network. Denim Social is built for compliance and we’re proud to offer the only fully-compliant Instagram publishing and advertising solution in the industry.


Curious what Instagram can do for your brand? Check out our latest guide or schedule a demo to see the Denim Social platform in action.

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Financial Services companies should be marketing and advertising on Instagram, but the Denim Social 2020 Social Media Benchmark Report for Financial Services shows less than 40% of institutions have adopted the platform. If you're considering starting an Instagram page, consider these basics for setting up your business profile.

Download the infographic

Looking for more guidance on Instagram? Check out our guide, Stronger Customer Relationships on Instagram.


Instagram stands out as the shining star of social media platforms. While Facebook still reigns supreme, Instagram is quickly catching up fast with more than 1 billion users worldwide today — up by 73.5 million since 2020.

With users under age 34 making up nearly half of this user population, financial services marketers looking to reach younger generations should take note. And with an estimated sum of $68 trillion in wealth expected to transfer from Baby Boomers to Millennials in the next couple of decades, Millennials are a worthwhile target.

Studies predict that, after inheriting wealth, 80% or more young heirs will seek out a new financial advisor. Considering that 9 in 10 accounts follow at least one business on Instagram and 8 in 10 users find new products and services in the app, it’s a safe bet that Instagram will be a place to influence many Millennials. Wise financial services marketers will meet them where they are with strong Instagram marketing strategies, and the following tips can help:

1. Focus on paid ads

Instagram is a visual platform for sharing photos and videos, so it’s important for brand pages to populate their profiles with organic posts. While this presence is important, organic content isn’t what will move the needle on business goals. Financial services aren’t exactly visually interesting, and organic posts tend to have low reach as they only show up in the feeds of a brand’s current followers. Without the ability to include hyperlinks in captions, they also won’t drive any traffic back to your site. If you want to build the type of following needed to generate new business, including paid advertising in your Instagram marketing strategy is your ticket.

With Instagram advertising, institutions and advisors can target ads to land with exactly the right audience — even outside their follower base — and include links in posts to drive more traffic to the brand. With a specific call to action that directs consumers to learn more about a topic, Instagram ads offer a straight-line path to giving customers the valuable information they desire — in their own time and at their own place. What’s more, Instagram advertising is seamlessly integrated directly into Instagram feeds and stories, creating a smoother user experience all around.

2. Connect with consumers on a local level

Instagram marketing on the corporate brand level is a great starting point, but advertising on behalf of your individual advisors can take your strategy to the next level. Think of it this way: If a consumer sees a well-known brand on social media, they might recognize the name, but they won’t feel an intrinsic connection beyond initial familiarity. In contrast, they’ll feel familiarity and an immediate connection when they see a post from an advisor in their own community. Consumers want to build relationships with brands, and a shared community is a great starting point.

Of course, most advisors and other financial services employees are not experts on how to market the business on Instagram. And marketers know they must keep all social media marketing for their financial institutions compliant to avoid heavy regulatory reprimands. To keep posts compliant, save employees time, and help them build relationships with consumers in their physical communities, financial services marketers can set up and run ads on their behalf.

3. Micro-target content to your audience

As big-name brands like Amazon continue to elevate the digital customer experience with seamless customer service, purchasing, and delivery, customer expectations are higher than ever before. When customers evaluate a financial institution, they compare it not only to other organizations in the industry, but also to tech giants in any industry that give them exactly what they need when they need it.

They expect a high level of personalization and convenience, and Instagram marketing with paid advertising can help you give it to them. Match basic behavioral and geographic data to potential customers on Instagram to target ads, and then track clicks, engagements, and post-click actions. These data points don’t indicate much on their own, but together they offer a rich story about what consumers want. Continually refine your strategy with these data points in mind to deliver the kind of highly personalized experiences your audiences want on Instagram.

With a large Millennial user base that engages actively with brands online and the ability to target highly personalized ads to exactly the right audiences, Instagram is a must-have in any financial services marketing strategy. To learn more about how Instagram marketing can work to drive your business forward, download our guide to building stronger customer relationships on Instagram for free today.

The past year highlighted the growing importance of digital customer experiences in the financial services industry as COVID-19 continued to accelerate the pace of digitization. Unable to connect in person, consumers turned to digital tools. One survey conducted between late March and early May 2020 reported that between 46% and 51% of adults in the United States increased social media use since the start of the pandemic. Facebook also reported in late March 2020 that total messaging had increased more than 50% in just a month.

While many organizations are welcoming clients back into the branch for in-person service and conversations, it will still be wise for financial institutions not to lose focus on the digital initiatives to put in place during the pandemic.

According to a recent McKinsey & Co. study, consumer trends toward more digital experiences aren’t likely to revert — so neither should your marketing and communications strategies. In fact, up to 20% of bank customers expect their use of digital channels will actually increase after the crisis. The point is, while the pandemic may subside, the digital transformation in financial services is no temporary adjustment. Quite the opposite: These trends in consumer behavior are defining the future of retail banking.

The future success of financial institutions will rely on reimagining digital strategies to focus on experiences rather than products alone. And remember, not all technology can be easily customized or implemented to meet federal requirements. Compliance is always a concern. Accommodating the increased emphasis on digital channels may also require some reorganization within marketing departments, which will take time to achieve.

Personalization and human connection will be key in the post-pandemic digital world

Relationships have always been a core aspect of success for banks. At first, this idea might seem at odds with digitization, as tech can seem largely impersonal. In the shift from product- to experience-based digital communication tactics, focus on personalization to make interactions feel genuinely helpful and relevant to each prospect.

Consumers today demand more personalization — nearly 80% of consumers in one survey agreed that they were more loyal to brands that used more personalization tactics. In fact, 81% of consumers even said they would be willing to share their basic personal data for more personalized experiences in return.

Personal digital experiences encompass the customer journey overall and include specific “routes” for specific target audiences. The journey starts when you get a customer’s attention on social media. This can happen via organic social posting, but because platforms have changed their algorithms to reduce brand visibility, paid advertising on social is often the more surefire way to land a post. When you can strategically distribute messages to the right people at the right time, you create a strong jumping-off point for a personalized journey that will lead your target audience to exactly what they need from you. It’s clear why optimizing your strategy with personalization can increase spend efficiency up to 30% and revenue up to 15%.

It’s also important to remember that prospects want to hear from and engage with real people, not brand names. Posting on your brand channels is important, but it’s just the baseline social strategy. Stepping it up a notch to expand reach and grow engagement requires having your employees share branded content on their own channels. In an age when 69% of consumers make efforts to avoid advertisements, you must foster true connections by putting friendly human faces behind your brand. A humanized approach can help build trust in your employees and the brand at large.

Balancing the personal touch with compliant messaging

Of course, encouraging employees to post branded messaging creates more opportunities for compliance missteps. Regulatory bodies monitor social media just as they do other electronic communications, and one rogue employee post could land the brand in hot water. What’s more, a promissory post that doesn’t deliver could do more than get the brand in regulatory trouble — it could erode trust with clients and prospects. Fortunately, the tools exist to help financial institution leaders safeguard branded messaging even when it’s being shared by many different employees. Software can help build an automated approval workflow, so no employee post goes live without the proper review and sign-off from financial institution marketing and compliance teams. Leaders can also create digital libraries of preapproved content, so employees have easy access to compliant posts to share.

Designing digital experiences for conversion

Think of building consumers’ digital experiences as leading them down a funnel. The top of that funnel is all about awareness. This is where you pique their interest with helpful and engaging social posts. Next, lead them to the middle of the funnel, which is all about consideration. This is where you show them more about what makes your brand in particular the best one to solve their problems.

A link to a landing page from an interest-piquing social post is a great way to take prospects from the top of the funnel to the middle (your website, where you can demonstrate your specific value.) Tailored landing pages for specific campaigns — for example, first-time homebuyers — put valuable, relevant information right in the hands of already interested prospects.

For example, a loan officer can bring prospects into the funnel by targeting a paid ad on social media to land with people looking to secure their first mortgages. That ad should include a link to a landing page on your website for more information. The landing page should include gated resources on the subject, and viewers can put their name and email into a form to receive the download.

When they submit their information, prospects move to the bottom of the funnel, where the sales team can continue to nurture them as leads to guide their decision-making. From landing page forms, sales teams get well-primed leads right in their hands for further conversation. They can craft engaging email drip campaigns or conduct sales calls to keep your brand top of mind for leads as they consider their options. Ultimately, the goal of building digital experiences is to lead prospects closer and closer to the bank’s ultimate sales goal: conversion.

Landing page best practices

When designing landing pages, a few best practices can increase the likelihood of visitors exchanging their information for your content. First, you want to make sure the content on the landing page is highly relevant and valuable to the reader. That means a broad, one-size-fits-all page won’t do. Create multiple landing pages to align with specific target audiences and goals.

Then, remember to keep posts as simple and direct as possible to ensure the specific value offering is clear. You want readers to see as soon as possible why they need the content behind your paywall. Filling a page with too many design elements, multiple offers, images, or other clutter can distract landing page visitors from that focus.

In today’s new digital environment, conversion is the No. 1 metric to track. Likes, comments, and retweets might be nice to have, but savvy financial institution leaders must understand precisely how social media and other personalized steps in the customer journey can help them convert prospects into clients. Even when in-person means of making connections are back on the table, customers will still want tailored digital experiences. As long as you continue putting the human element front and center, digital tools will remain valuable ways to build relationships well into the future.

This article was originally published on International Banker.

In order for bank social media marketing strategies to thrive, marketers and compliance teams must collaborate to create and distribute compliant and engaging content. But compliance and marketing teams are often working toward different goals: Marketers aim to promote, and compliance officers aim to protect.

Social distancing and widespread remote work have made this challenge even more pressing as collaboration is decentralized. Building consensus can be difficult in a virtual environment. What’s more, banks have had to update their strategies for reaching and engaging prospects and customers throughout the pandemic. Without face-to-face interaction, social media marketing has become a key method for banks to reach their audiences.

Having to contend with social media regulations, compliance teams are faced with an increased volume of work and unfamiliar tactics and strategies. Banks that just began social media marketing in the past year, for example, have had to establish new review and approval processes that look much different from traditional media approvals of the past.

Though they have different goals, marketers and compliance teams need each other. Marketers need to avoid regulatory hot water in their social media and other electronic messaging. Compliance teams, along with the rest of the institution, need engaging and effective marketing strategies to remain competitive and continue securing revenue.

It’s up to bank leaders to facilitate greater collaboration between compliance and marketing teams to ensure this success, but it doesn’t have to be an arduous process—even in a virtual environment. With the right tools and approach, any bank can create a compliant and effective social media marketing strategy. Start with the following steps:

Establish automated approval workflows

In the age of remote work, everyone is fielding more internal electronic communications. One study shows that employees sent more than 5 percent more emails in a day just eight weeks into the pandemic..

Attachments and never-ending email chains are recipes for missed information, confusion and error. Fortunately, software exists to automate approval workflows and ensure that the right people—from marketing supervisors to compliance leaders and more—receive every bank social media post and engagement for review, comment and approval. No piece of content goes live without the proper sign-off.

Build compliant content libraries

Social selling, in which employees post branded content to their own profiles, is a popular and lucrative social media strategy. However, it does present more room for social media regulation and compliance missteps as one unapproved employee post or comment could land the institution in regulatory trouble. To avoid such a mistake, marketers can keep employee content compliant and on-brand by building libraries of content that has already been approved by the compliance team.

This way, employees can simply go into the library and choose a pre-approved post to share. What’s more, marketing teams can save compliance officers’ time and energy in reviewing these posts by setting up software with filters to automatically tag potentially problematic keywords. For example, they could add the word “guarantee” as a filter to notify compliance any time this keyword shows up in a post to help catch any promissory language.

Automatically archive all content and engagement

In the digital age of today, most banks should have already moved on from using physical paperwork to record social media posts and engagement in case of an audit. Even still, manually entering all of your bank’s social media posts and correspondence into spreadsheets can be a cumbersome task.

The right software can automate that process and compile every single piece of social media engagement into an easily accessible and searchable archive. Be prepared if FINRA ever comes knocking at your door for a compliance audit, and save your teams time and potential cross-department hurdles in the process with technology that can do it for them.

It’s imperative that your marketing and compliance teams stay connected. The specific roles and responsibilities of these two departments are different, but ultimately they should be working together toward a goal of reaching prospects and customers with helpful, engaging and compliant content. Neither department can realize that goal without help from the other.

This article was originally published on ABA Bank Marketing.

The pandemic has been a catalyst for quick shifts in the financial services industry, and many of those changes have created more challenges when it comes to compliance. For one, a large portion of financial services workers have transitioned to working remotely, and this isn’t likely to change: Research from PwC shows that even after the pandemic, nearly 70 percent of financial services companies say the majority of their workforces will work from home at least once a week moving forward. For banks, accommodating this new work environment has meant updating digital tools and processes.

Remote work tools are not the only aspect of digital transformation that banks are taking on. In fact, the virtual shift was already well underway before COVID-19 as consumers sought more digital touchpoints. The pandemic just sped up the process.

Such fast–paced digital transformation has meant increased risk for missteps and errors that can trigger compliance concerns. As bank marketers look for more ways to make virtual connections, they should keep the following in mind when it comes to navigating increased compliance risks:

1. Employees are both your greatest asset and your greatest risk.

When loan officers, financial advisors, and other bank associates cannot meet with clients and prospects in person, social media can be an excellent tool for relationship-building. Employees can also significantly expand a brand’s reach on social. There are regulations to keep in mind around electronic communication, however. FINRA’s rules, for instance, prohibit misleading or promissory statements and claims as well as communication that predicts or projects performance.

When the world went digital, banks without proper approval processes already nailed down likely felt the crunch as employees began interacting more online. When employees and marketers can’t simply stop by a compliance officer’s desk to ask about social updates or blog post ideas, adjusting approval processes is a must. Banks need an approval framework to ensure that every brand-related social media post from every employee meets brand messaging and regulatory guidelines. The right social media management tools can automate that approval process so that employees can send posts or engagements to the right person with just a click of a button.

2. A hot mortgage market doesn’t make safety any less important.

The mortgage market is hotter than ever before as rates reach historic lows. Loan officers are busy helping more clients secure mortgages, and the savvy ones are also using social media to get in front of prospects and capture more business. As business increases, however, so should a bank’s attention on compliance.

Marketers can keep a close eye on electronic communication using software with keyword filtering capabilities. For example, marketers could flag the word “guarantee” so any social post with that word creates an alert, so no promissory posts go live. Automatic archiving is another excellent software capability when it comes to compliance. When each post and engagement is automatically saved and stored, it’s easy to prove compliance if auditors ever come knocking.

3. If your marketing department’s growth is limited, optimize your processes.

Digital transformation may be accelerating quickly in the financial services sphere, but that does not mean marketing or compliance teams are expanding alongside it. Many financial institutions currently lack the resources to expand staff as they navigate revenue-related challenges of the pandemic.

The roles of marketers and compliance teams, however, are indeed increasing in scope and importance as banks must continue connecting virtually with consumers to guide them through new, digital ways of doing business. The good news is that banks can expand their capabilities without expanding staff or making huge capital expenditures on sophisticated digital tools. Social media is a low-cost, high-ROI option, and there are affordable social media management tools that enable marketers to keep electronic communication within regulatory bounds at scale.

For institutions that aren’t planning to grow their budgets anytime soon, optimizing marketing and compliance processes is key to connecting digitally with customers while maintaining compliance. Tools that automatically bring red flags to marketers’ attention and make it easy for employees to post approved content will help marketers guide banks safely through this digital transformation and the next.

This article was originally published on ABA Bank Marketing.

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GUIDES

Denim Social Launches First-Ever Compliant Instagram Publishing and Advertising Solution

Marketers in Regulated Industries Can Now Execute Multi-Network Social Media Publishing and Advertising Campaigns While Staying in Compliance

Denim Social is proud to announce that its platform now offers Instagram publishing, monitoring and analytics. When combined with Denim Social’s existing support for paid Instagram advertising, marketers in regulated industries – like banking, mortgage, insurance and wealth management – can now manage fully integrated and compliant paid and organic campaigns.

The platform enhancement offers marketers one easy-to-use, intuitive platform to:

  • Manage publishing and advertising for multiple Instagram Business accounts
  • Publish and schedule organic content
  • Maximize reach and generate leads with paid advertising targeted to unique demographics
  • Strengthen strategies with organic and paid advertising performance analytics
  • Stay compliant and engaged with monitoring in one streamlined feed

With the integration of organic publishing and paid social media advertising in one platform, marketers can take advantage of Instagram’s unique content display and create opportunities for stronger engagement.

“A robust social media monitoring platform is a must in the mortgage and banking industry. Denim Social has not only allowed us to remain compliant, their platform allows our sales team to successfully post, utilize a library of approved content and monitor their engagement,” said Christine Madrid Overbeck, senior vice president, mortgage division, Goldwater Bank. “The recent expansion to include Instagram is a game changer. The sales team is extremely excited to engage with their clients using one more additional social media channel.”

Research shows that Instagram outperforms other social networks on engagement and the network boasts more influence on purchase decisions than any other platform. But for many financial institutions the compliance risks have outweighed the marketing rewards of the network. Denim Social is built for compliance and we’re proud to offer the only fully-compliant Instagram publishing and advertising solution in the industry.


Curious what Instagram can do for your brand? Check out our latest guide or schedule a demo to see the Denim Social platform in action.

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

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.

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

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

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.

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.

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!

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?
  • 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.

    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.

    GUIDES

    Denim Social Launches First-Ever Compliant Instagram Publishing and Advertising Solution

    Marketers in Regulated Industries Can Now Execute Multi-Network Social Media Publishing and Advertising Campaigns While Staying in Compliance

    Denim Social is proud to announce that its platform now offers Instagram publishing, monitoring and analytics. When combined with Denim Social’s existing support for paid Instagram advertising, marketers in regulated industries – like banking, mortgage, insurance and wealth management – can now manage fully integrated and compliant paid and organic campaigns.

    The platform enhancement offers marketers one easy-to-use, intuitive platform to:

    • Manage publishing and advertising for multiple Instagram Business accounts
    • Publish and schedule organic content
    • Maximize reach and generate leads with paid advertising targeted to unique demographics
    • Strengthen strategies with organic and paid advertising performance analytics
    • Stay compliant and engaged with monitoring in one streamlined feed

    With the integration of organic publishing and paid social media advertising in one platform, marketers can take advantage of Instagram’s unique content display and create opportunities for stronger engagement.

    “A robust social media monitoring platform is a must in the mortgage and banking industry. Denim Social has not only allowed us to remain compliant, their platform allows our sales team to successfully post, utilize a library of approved content and monitor their engagement,” said Christine Madrid Overbeck, senior vice president, mortgage division, Goldwater Bank. “The recent expansion to include Instagram is a game changer. The sales team is extremely excited to engage with their clients using one more additional social media channel.”

    Research shows that Instagram outperforms other social networks on engagement and the network boasts more influence on purchase decisions than any other platform. But for many financial institutions the compliance risks have outweighed the marketing rewards of the network. Denim Social is built for compliance and we’re proud to offer the only fully-compliant Instagram publishing and advertising solution in the industry.


    Curious what Instagram can do for your brand? Check out our latest guide or schedule a demo to see the Denim Social platform in action.

    Download the Guide

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    Apply to be benchmarked against the sample data!

    You’ve probably wondered how your institution stacks up against competitors in social media. Submit the form and our analysts will run the benchmark data against your financial institution's social media profiles. You will receive a full report with recommendations and insights on your companies social media presence!

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    ALL GUIDES:

    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.

    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

    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

    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.

    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.

    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!

    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?
  • 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.

    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.

    RESOURCES

    NEWS
    August 10, 2021

    Denim Social Launches First-Ever Compliant Instagram Publishing and Advertising Solution

    Marketers in Regulated Industries Can Now Execute Multi-Network Social Media Publishing and Advertising Campaigns While Staying in Compliance

    Denim Social is proud to announce that its platform now offers Instagram publishing, monitoring and analytics. When combined with Denim Social’s existing support for paid Instagram advertising, marketers in regulated industries – like banking, mortgage, insurance and wealth management – can now manage fully integrated and compliant paid and organic campaigns.

    The platform enhancement offers marketers one easy-to-use, intuitive platform to:

    • Manage publishing and advertising for multiple Instagram Business accounts
    • Publish and schedule organic content
    • Maximize reach and generate leads with paid advertising targeted to unique demographics
    • Strengthen strategies with organic and paid advertising performance analytics
    • Stay compliant and engaged with monitoring in one streamlined feed

    With the integration of organic publishing and paid social media advertising in one platform, marketers can take advantage of Instagram’s unique content display and create opportunities for stronger engagement.

    “A robust social media monitoring platform is a must in the mortgage and banking industry. Denim Social has not only allowed us to remain compliant, their platform allows our sales team to successfully post, utilize a library of approved content and monitor their engagement,” said Christine Madrid Overbeck, senior vice president, mortgage division, Goldwater Bank. “The recent expansion to include Instagram is a game changer. The sales team is extremely excited to engage with their clients using one more additional social media channel.”

    Research shows that Instagram outperforms other social networks on engagement and the network boasts more influence on purchase decisions than any other platform. But for many financial institutions the compliance risks have outweighed the marketing rewards of the network. Denim Social is built for compliance and we’re proud to offer the only fully-compliant Instagram publishing and advertising solution in the industry.


    Curious what Instagram can do for your brand? Check out our latest guide or schedule a demo to see the Denim Social platform in action.

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    OTHER NEWS:

    From a platform that employers can use to test software development job candidates to software that aims to improve how companies deploy field services workers, software-as-a-service (SaaS) companies have made a splash in transforming workplaces in 2021.

    Some of the largest employers had to adopt remote working this past year and have declared a willingness to keep some form of it even after the global pandemic subsides, prompting a renewed interest in software tools that can improve and even change business operations in a variety of industries.

    With headquarter locations including San Francisco and St. Louis and Kissimmee, Fla., these startups show that not only does innovation happen anywhere, but that startup funding remains strong and good ideas don’t only happen within the largest tech giants.

    #3 Denim Social

    Top Executive: Douglas Wilber, CEO

    Headquarters: St. Louis

    Denim Social offers social media management and marketing automation software for highly-regulated industries such as banking, insurance and wealth management.

    For these companies, compliance can get in the way of a consumer-oriented marketing campaign, according to Denim Social’s website. The company allows customers to schedule and plan social media content, curate industry-specific articles for audiences and learn about online audiences with analytic reports.

    The company counts AWS, Twitter and Facebook among its partners.

    The company was founded in 2020 through the merger of St. Louis-based Gremlin Social and Iowa-based Denim. The company also raised a $4 million Series A round of funding to increase marketing.

    This list was originally published by CRN and the full list can be viewed here.

    Does your financial institution struggle with social media content curation? You’re not alone. With time, compliance and resource constraints, it can be difficult for financial institutions to find engaging and relevant content to fill their social media feeds. Denim Social has a new product to help!

    Through an integration with content curation industry leader, UpContent, Denim Social is proud to introduce new features that will give financial marketers the ability to curate collections of relevant, high-quality and compliant social media content.

    We get it, searching for content is time consuming and it can be especially tough to find quality content for financial institutions. Our integration with UpContent will bring curated, third-party articles directly to your Denim Social platform. Here’s how it works: 

    • Simply log in to Denim Social to access the curated content libraries. No search engine required. 
    • 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. 
    Content Curation Product Preview

    Social selling is a powerful strategy for financial institutions to increase reach, drive engagement and build trust with customers. With this new content integration, Denim Social can help your marketing team unlock the potential of employee social media, while maintaining brand consistency and staying compliant. Create pre-approved content libraries and implement approval workflows to keep your marketing team in control. 

    Denim Social’s built-in compliance processes work seamlessly with our new curated content libraries. And unlike our competitors, compliance approvals are built-in to our platform.

    Want to see our platform and curated content libraries in action? 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.

    ST. LOUIS, Missouri (September 29, 2020)Denim Social, a social media management tool compliantly scaling the publishing, paid advertising, and landing page experience for financial services, was recently named to the list of “2021 Best Tech Startups in St. Louis” by The Tech Tribune.

    The Tech Tribune took four factors into consideration when creating their list including revenue potential, leadership team, brand/product tractions, and competitive landscape. They also stated that all companies must be independent (un-acquired), privately owned, at most 10 years old, and have received at least one round of funding in order to qualify.

    “We are excited to be recognized by The Tech Tribune as one of the best tech startups in our local community of St. Louis. At Denim Social we are working to humanize the social media experience at scale for financial services by providing solutions for brands, branch locations and advisors from one highly intuitive platform. We are in great company with the other companies recognized and it’s an honor to be included in this list,” said Doug Wilber, CEO of Denim Social.

    We’ve Raised $4 Million in Series A Funding to Fuel Growth

    Today, we have important and exciting news to share. St. Louis-based Gremlin Social and Des Moines-based Denim have merged to form a new company called Denim Social.

    Denim Social empowers marketers in regulated industries to build stronger customer relationships on social media with tools that manage organic content and paid advertising in one platform.

    Denim Social provides social media management and marketing automation software built to meet the needs of regulated industries including banking, insurance, mortgage and wealth management. The merger brings together our complementary product offerings and provides a significant market opportunity in both insurance and financial services.

    During times like today, it’s more important than ever for brands to use social media to build deeper, more meaningful relationships with consumers and their communities. But we also recognize that compliance remains a significant barrier in many regulated industries. By merging our technology and expertise, we are providing an industry-leading, all-in-one solution.

    Our platform is the only social media management software that humanizes the social media experience at scale by providing solutions for brands, branch locations and advisors from one highly intuitive platform. Additionally, we’re proud to maintain the exclusive social media management endorsement from the American Bankers Association.

    New Funding to Drive Growth

    We’re equally excited to announce that we’ve raised our largest investment round to date – a $4 million Series A. Led by St. Louis-based Hermann Companies, the new funding will allow us to scale faster, enhance and expand our product offering and grow market share.

    As part of the Series A raise, Rick Holton, Jr. is joining our Board of Directors. Rick has a proven track record of scaling business-to-business fintech solutions and has a unique skill set that will help us develop a more robust digital engagement platform.

    Soon, we’ll share more details about enhancing our product capabilities for social media publishing, listening, analytics, compliance and team management. And, we look forward to delivering new and amazing products for our customers and partners.

    Culture and Teams

    When we began talking about merging our businesses, two of the most important elements of the conversation were focused on our company cultures and team members. We’re extremely excited that all of our team members have made the transition to Denim Social. Doug serves as our CEO, Gregory serves as president and chief product officer and Josh Dennis is our chief technology officer.

    Our company now consists of more than 20 dedicated team members across St. Louis, Des Moines and Birmingham. Like many of you, we’re currently working remotely and looking for more team members to do the same. And, in the coming days, we’re excited to post several new job openings across engineering, marketing, sales and customer success.

    DES MOINES, Iowa (October 15, 2018)Denim Social, the most intelligent mobile marketing platform for financial services, has been named to the InsurTech 100 list by London-based FinTech Global, provider of comprehensive data, insights, and analytical tools to the global fintech industry.

    As incumbent financial institutions grapple with rapid innovation and digital transformation challenges, FinTech Global produced the InsurTech 100 list to identify the 100 innovative companies that every leader in the insurance industry needs to know about in 2019.

    “All insurance companies are aware they need to re-think their business models,” said Richard Sachar, a director of FinTech Global. “The InsurTech 100 identifies some of the solution providers that could become their competitors or partners in the next few years.”

    According to FinTech Global, insurtech is one of the largest and most important sectors within the fintech space. Over $7 billion has been invested in insurtech solution providers since 2015 as insurance and reinsurance firms as well as investors realize the huge impact new digital models are having on the industry.

    The InsurTech 100 companies were chosen by a panel of industry experts who reviewed an analysis of 637 insurtech companies. Companies that made the final cut were recognized for their innovative use of technology to solve a significant industry problem, or to generate cost savings or efficiency improvements across the insurance value chain.

    “The Denim team is extremely honored to be named one of the 100 most innovative insurtech companies in the world — and one of only 39 in the U.S,” said Gregory Bailey, CEO and founder of Denim. “It takes an awesome team to build products and services that create impact and transform businesses. I’m fortunate to be building Denim alongside an awesome team.”

    A full list of the InsurTech 100 can be found at TheInsurTech100.com. More detailed information about each of the companies is available to download in a research pdf.

    About Denim Social

    Denim Social is making marketing personal, at scale. Designed with today’s mobile and social consumers in mind, Denim’s patent-pending, data-driven platform saves time and money by enabling marketing teams to create and manage micro-targeted mobile and social media ad campaigns on behalf of local representatives. With a focus on delivering a simple and intuitive experience, Denim not only delivers results, it’s enjoyable to use. To learn more, visit denimsocial.com.

    ST. LOUIS (Sept. 19, 2018) — Denim Social, a social media marketing solution featuring the only American Bankers Association-endorsed compliance tools, recently acquired two companies as part of its strategic expansion: VidVerify, a video-based communication platform for mortgage lenders, and Insight CRM, a SaaS solution for social media management.

    By integrating VidVerify and Insight CRM into its existing capabilities, Denim Social will bolster its product offering for its 260-plus financial services clients who use the platform every day to compliantly distribute social content on behalf of their brands, branches, and employees. Doug Wilber, a fintech industry veteran, will join the company as Denim Social’s new CEO, while Ben April, CEO of VidVerify, will step into the role of chief operating officer. Josh Dennis, founder and CEO of Insight CRM, will join as the company’s first-ever chief technical officer.

    “This is a growth story,” Wilber said. “This is about three industry-leading platforms joining forces to become the best-in-class social media marketing suite for companies in regulated industries. These new partnerships and our new executive team give us the ability to dive more deeply into all sectors within the financial services industry, better serve our customers, and position us well for rapid growth.”

    Denim Social was founded in St. Louis in 2011. In October 2015, Denim was endorsed by the ABA as the recommended platform for social media marketing, monitoring, and compliance for all ABA member banks. VidVerify was founded in St. Louis in 2010, and Insight CRM was founded in Birmingham, Alabama, in 2011.

    As part of its overall growth strategy, Denim Social will leverage the acquisitions to expand the company’s scheduling, management, monitoring, and compliance tools for companies in all regulated industries and across all social media platforms. It’s also quickly securing its position as a robust sales enablement platform, offering financial institutions the ability to personalize and distribute content that engages with customers in a way that makes the institutions true thought leaders in the community. In the past year, Denim Social has increased revenue by 65 percent.

    “Through our new partnership, we’ll be able to offer an easier-to-use, more comprehensive product for clients in compliance-heavy industries that might think they can’t use social media effectively,” said April. “Our platform can be a key differentiator for organizations in these industries. We’re excited to explore all the potential opportunities the company has now.”

    For press inquiries or more information on Denim Social’s recent acquisitions, contact CEO Doug Wilber at info@denimsocial.com.

    Connect & Convert on Social

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    Book a Demo

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    VISION
    August 10, 2021

    Denim Social Launches First-Ever Compliant Instagram Publishing and Advertising Solution

    Marketers in Regulated Industries Can Now Execute Multi-Network Social Media Publishing and Advertising Campaigns While Staying in Compliance

    Denim Social is proud to announce that its platform now offers Instagram publishing, monitoring and analytics. When combined with Denim Social’s existing support for paid Instagram advertising, marketers in regulated industries – like banking, mortgage, insurance and wealth management – can now manage fully integrated and compliant paid and organic campaigns.

    The platform enhancement offers marketers one easy-to-use, intuitive platform to:

    • Manage publishing and advertising for multiple Instagram Business accounts
    • Publish and schedule organic content
    • Maximize reach and generate leads with paid advertising targeted to unique demographics
    • Strengthen strategies with organic and paid advertising performance analytics
    • Stay compliant and engaged with monitoring in one streamlined feed

    With the integration of organic publishing and paid social media advertising in one platform, marketers can take advantage of Instagram’s unique content display and create opportunities for stronger engagement.

    “A robust social media monitoring platform is a must in the mortgage and banking industry. Denim Social has not only allowed us to remain compliant, their platform allows our sales team to successfully post, utilize a library of approved content and monitor their engagement,” said Christine Madrid Overbeck, senior vice president, mortgage division, Goldwater Bank. “The recent expansion to include Instagram is a game changer. The sales team is extremely excited to engage with their clients using one more additional social media channel.”

    Research shows that Instagram outperforms other social networks on engagement and the network boasts more influence on purchase decisions than any other platform. But for many financial institutions the compliance risks have outweighed the marketing rewards of the network. Denim Social is built for compliance and we’re proud to offer the only fully-compliant Instagram publishing and advertising solution in the industry.


    Curious what Instagram can do for your brand? Check out our latest guide or schedule a demo to see the Denim Social platform in action.

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    SIMILAR POSTS:

    Financial Services companies should be marketing and advertising on Instagram, but the Denim Social 2020 Social Media Benchmark Report for Financial Services shows less than 40% of institutions have adopted the platform. If you're considering starting an Instagram page, consider these basics for setting up your business profile.

    Download the infographic

    Looking for more guidance on Instagram? Check out our guide, Stronger Customer Relationships on Instagram.


    Financial institutions of all sizes have realized the value of social media and digital marketing to reach prospects and customers today. Modern data and analytics make it possible to track the impact of your efforts, but it can be difficult to see how your institution compares to others when it comes to digital strategy.

    That’s why Denim Social teamed up with researchers from Washington University in St. Louis to analyze more than 150,000 social media posts from financial institutions. We used the findings in our 2020 Social Media Benchmark Report for Financial Services to answer the question: How are we doing on social media?

    Keep reading for a rundown of our most telling findings and insights from 2020 that can help you optimize your social media marketing strategies in 2021 and beyond.

    The Best Social Media Platforms for Marketing Financial Services

    First, let’s dive into where financial services marketers are putting their attention online. Then, we’ll look at how marketers can strengthen strategies across these platforms to make more connections and drive business goals.

    Facebook: The first social stop for financial services providers

    Facebook is the most popular social platform for financial services institutions with 82% of those surveyed active on the platform. Yet most institutions still have room to further optimize their Facebook social media strategies. More on that later.

    Other platforms that go underutilized but deserve more attention are LinkedIn,Twitter, and Instagram. You don’t have to be on all of these platforms to have a strong and holistic approach, but you should have a working knowledge of each one to make the best-informed decisions about where and how to reach prospects and customers online.

    LinkedIn: A winning social avenue for smaller financial services organizations

    According to our research, fewer than two-thirds of banks, insurance companies, credit unions, and similar entities consider LinkedIn as a marketing vehicle.But LinkedIn can help brands, especially smaller ones, boost their visibility and foster more connections. Personnel at smaller financial services organizations tend to form closer relationships with clients, and LinkedIn is an excellent avenue for sourcing customers, making inroads with them, and maintaining strong connections throughout the relationship.

    The first step to setting up a LinkedIn account is to create a brand profile.Then, encourage employees to share brand-related content on their own channels with a strategy known as social selling. Putting human faces behind your content can help you built trust and connections. Consider working with your executive team to develop a social media engagement calendar to guide brand and employee posts.

    Twitter: Ideal for financial institutions ready for a fast-paced, hashtag-heavy forum

    Only about 36% of financial institution marketers are using Twitter on a regular basis. Many worry about staying in line with important compliance regulations on such a fast-paced platform. With the right tools and approach, however, financial institutions can see great benefit from focusing more on Twitter, especially when it comes to sharing more newsworthy items. Twitter is where many people go to learn about what’s happening in the world in real time.

    Banks and other financial brands can use automated software to conduct social listening for specific hashtags. This can show you what trends and discussions are hot in the industry and among customers so you can weigh in. Social media management software can also help streamline review and approvals processes for brand-related tweets, so marketers can rest easy knowing every post that goes live will be compliant.

    Instagram: The unsung social media platform for financial brands

    Many financial institutions lack any kind of Instagram marketing strategy because they aren’t sure Instagram holds relevance. It does, especially for brands looking to reach younger customers. The platform is popular amongGeneration Z and Millennial users, and about four-fifths of Instagrammers follow a favorite brand. This means it’s an ideal place to get in front of younger audiences looking to learn how to attain and grow wealth.

    Remember the importance of paid advertising as you plan your Instagram marketing strategy. Posting organically to your brand's Instagram feed is still important — and DenimSocial can help you do it compliantly with our new Instagram publishing, monitoring, and analytics features. But organic posts tend to have low reach because they only show up in the feeds of those who follow the brand.

    With paid advertising, however, you can target ads to land in front of exactly the right people — even if they're not following you. Instagram ads also allow you to include a direct call to action in the post, giving viewers a clear path to learning more about your brand. Denim Social's platform helps marketers create ads at scale, both for the brand and individual advisors. Targeting ads to Instagram users in advisor's geographical areas can help build local connections.

    Best Practices Across All Platforms

    As we analyzed thousands of social media posts from financial institutions, we pinpointed a few growth opportunities across posts on all platforms. Whether you’re looking to revamp your current strategy or get started on one of the platforms above altogether, keep these two major tips in mind:

    1. Audit your posts for self-promotion.

    One of the biggest areas for improvement involves the content institutions share and post on social media. Our research shows that one-third of financial institution social media posts are about companies' offerings, but users don't appreciate being bombarded with promotional posts; about half will unfollow a brand on social media if they do too much self-promotion.

    If you’re feeling that your credit union, insurance company, or bank social media posts have fallen into self-absorption, don’t despair. Instead, create more opportunities to provide value to and foster connection with your audience with a couple of modern financial services marketing strategies:

    Let employees be the voice behind the brand. Consumers want to hear from real people — not big brand names — on social media. Enable and encourage employees to share brand-related content with their own networks. This is social selling, and it aims to set the foundation for greater trust and stronger connections by putting real human faces behind branded posts. You’ll expand your reach while humanizing your brand. Of course, having many employees posting about the brand raises some compliance concerns, but a comprehensive social media management software like Denim Social’s can help you keep everything within bounds by automating approval workflows, housing pre-approved content, and more.

    Provide value with educational content. A recent report from the National Financial Educators Council found that a quarter of American adults surveyed said they had no source for financial advice. That's a huge opportunity for your team to step in and be the resources your audience needs. Create and share valuable resources like how-to videos, online pamphlets, easy-to-use calculators, and step-by-step guides. This approach puts the focus on prospects and customers rather than the brand, but it also showcases the brand’s financial expertise and eagerness to help. You’ll become a trusted source for audience members looking to become smarter money managers.

    2. Practice strategic linking.

    Another major stumbling block we uncovered in our analysis has to do with linking in social media posts. Approximately 80% of financial organizations don't include any links in their posts, which means most are missing huge opportunities to drive more conversions.

    Think about it: Someone visits your social media page. Your latest content is about the future of mortgage rates. But you don’t add a link to your own institution’s mortgage rates or other information. So what’s your curious reader going to do? They might Google the topic and end upon a competitor’s website.

    Don’t let this happen. Instead, include the following three types of links:

    External links: For every six posts you schedule, try to make four informational and evergreen. These posts should include links to trustworthy, non-competing sites with informative and educational resources.

    Landing page links: Landing pages can be a valuable part of your internal website real estate. They allow you to gather personal information from visitors in exchange for something like an exclusive whitepaper download. Make sure 1 in every 6 social media posts contains a landing page link. If you don’t have landing pages on your website and aren’t sure how to start making them, check out our easy landing-page builder — no coding or website design experience required.

    Owned content links: This is where tactful and strategic promotion can come into play. On social posts that don’t include external or landing-page links, include links to relevant on-site content. These could be blog posts, videos, or service offering pages. Just make sure the content on the link matches up with the tone and focus of the post. For instance, you wouldn’t want to post about home improvement loans and include a link to an article about 401(k)plans.

    Social media is the name of the game in marketing for financial services — and most organizations already know that.But how do your strategies measure up to the competition? Are you on the right platforms and sharing the right types of posts to reach your target audience, provide value, and ultimately drive more conversions? Dive further into our 2020 Social Media Benchmark Report for Financial Services and request a custom report today to answer those questions and optimize your social media strategy for the future.

    As the fintech industry has grown in recent years, more and more banks have partnered with these companies to enhance the digital customer experience. Fintech firms have the digital expertise banks need, but these nascent partnerships will require more thoughtful strategizing to deliver effective solutions.

    So far, only 6 percent of banks reported seeing more than 5 percent improvement in reducing customer churn with their fintech partnerships, according to a 2021 Cornerstone Advisors report. And nearly 40 percent said they’ve seen no changes at all. This is likely not for lack of trying or skill from either side. Fintech companies can still bring great value to the table, so the answer isn’t for banks to eschew formal partnerships for good. Instead, banks just need to align with fintech partners on driving specific value.

    Banks eager to improve their relationships with fintech partners and realize the full potential of bank and fintech collaboration can start by taking a few structured measures.

    1. Be transparent about your problems.

    First and foremost, banks must seek out fintech partnerships to solve specific problems. Without the core alignment around what a bank needs from a fintech partner, goals can be vague and impossible to reach. The more open banks are about the challenges they’re looking to solve, the more their fintech partners can understand how to deliver a solution. Perform an assessment of your current state of operations to identify specific challenges and the gaps in the way of overcoming them. Then, find a fintech company ready to fill that gap.

    One example of excellent alignment in a bank and fintech collaboration is Bank of America and Zelle. Bank of America realized that it needed to focus on its digital payment capabilities as customers were using less cash. With that goal out in the open, it was able to partner with a fintech company that could offer a specific solution to make peer-to-peer transactions easy for customers to do in a mobile app. In the first quarter of 2020, Zelle powered more than 102 million transactions totaling $27 billion for Bank of America customers.

    2. Get an internal fintech advocate on board.

    Having the right person in the C-suite leading the way in a fintech partnership can make a big difference for a bank. Assign a fintech advocate to devote the attention and resources necessary to help the partnership deliver on expectations. Ideally, a dedicated fintech representative in the bank can serve to educate the fintech provider about the needs of the bank and learn the ins and outs of the fintech solution to relay to the rest of the internal team. Each give-and-take discussion will foster greater alignment and keep the relationship on track. The ultimate objective is to merge the bank and the fintech partner’s goals so that everyone is working toward the same end.

    3. Put a premium on the customer experience.

    Creating a strong digital customer experience isn’t a one-and-done investment. It involves continuously listening in to how customers behave online over time and adapting your digital strategies on an ongoing basis in response. It’s a long-game investment of time and resources, but it’s worth the effort: Accenture research suggests that nearly half of the banking public would stay loyal to a bank that offered a stellar customer experience. And considering that the 2019 FIS Performance Against Customer Expectations report noted 35 percent of people want to replace their plastic banking cards with digital apps, that experience will be largely digital now and into the future. Leverage fintech partners to improve the digital environment by personalizing experiences based on customer needs as they change over time.

    4. Keep tabs on the employee experience, too.

    Getting employees on board with your fintech partnership from the beginning will be essential in helping the solution reach its fullest potential. Digitization can be a scary word for traditional bankers who fear job loss to automation and other emerging technologies. This is where a fintech partner can step in to design robust workshops and other educational sessions to show employees how fintech can help them do their jobs more efficiently and provide greater value to customers. The more your employees get onboard for digital transformation, the more innovative thinking and growth you’ll see into the future.

    The rise of fintech isn’t slowing down. But banks can leverage the digital expertise of this sector to provide more value to customers. Align objectives, get the buy-in of internal stakeholders and keep a sharp focus on bettering the digital customer experience. And you’ll see your bank and fintech partnership fuel exceptional, tangible results.

    This article was originally published in ABA Bank Marketing.

    The concept of “infrastructure” goes beyond its hotly debated political meanings. It applies to organizations as much as municipal structures and facilities. In fact, it’s a quite relevant subject for financial marketers to consider.

    That’s because the basic organizational structures needed to keep a financial institution competitive are rapidly transitioning from physical to digital. It’s a change accelerated by the pandemic, as has been well documented.

    What this means for financial marketers is that digital infrastructure demands more attention — and investment, and Marketing plays an essential role in this. If your customers are in the virtual world, you need the right tools and strategies to reach them there.

    Building Digital Marketing Infrastructure

    If your institution’s marketing efforts are pieced together with standalone technologies, you’re likely to need an upgrade. Marketers need to build strategies and digital business infrastructures that can speak to one another. Otherwise, digital marketing for financial institutions can become overly cumbersome and negatively impact both brand reach and interactions with the target audience.

    Look for technology solutions that integrate across social media management software, marketing automation tools, CRM, and even reviews and reputation management platforms. This will lead to systems that can help map and meet the needs of prospects across all stages of the customer acquisition journey — rather than simply buying tools for various purposes or touchpoints.

    Different World:
    Digital technology has made it much simpler to switch financial institutions than in the past. The barriers are almost nonexistent.

    Digital marketing in financial services is an essential element of digital business infrastructure. If your organization doesn’t reach consumers virtually and provide a strong digital customer experience, consumers are likely to turn to a provider that will. To ensure your organization has the digital infrastructure capable of building customer relationships and growing revenue, focus on the three investments in particular.

    Social Selling Strategy

    Most bank marketers recognize that an active social media presence is no longer optional, but posting from brand pages alone won’t entice many consumers to engage. With 69% of consumers today actively avoiding advertisements, according to Edelman, brands must rethink social media messaging with the human element in mind.

    A social selling strategy, when branded messaging comes from an organization’s individual employees, is the most effective form of social media marketing because people relate to other people more than to big brand names.

    Individual employees posting brand-related content on their own pages, however, can increase the risk of compliance missteps without the proper tools. Social media management software that allows marketers to have a holistic view of employee activity on social media can safeguard your brand reputation.

    Such tools can house digital libraries of preapproved content so employees can share ready-to-go posts with ease. Software can also automate the approvals process on new employee posts to ensure that no content ever goes live without proper review.

    Landing Page Builder

    Think of landing pages as your website’s personalized welcome mats. Rather than landing on the homepage and having to stumble around looking for the information they need (and people have little patience for this), prospects and customers can land right where the information is. For example, if a social media post or digital ad offers tips for first-time mortgage seekers, the message can include a link to a landing page on your website that houses more information about mortgages.

    You can gate guidebooks and other downloadable resources behind an information capture form on the landing page, prompting consumers to insert their name and email to receive the download. Considering that more than three-quarters of consumers are willing to provide their personal information in return for more personalized services, according to Accenture, landing pages are an excellent tool to provide relevant, valuable content to consumers while capturing data that can help you target outreach efforts to those who are most likely to convert.

    Few institutions have the resources available to create landing pages for each promotion, however. And most financial services marketers don’t have the coding or website design expertise to build whole web pages from scratch. That’s where “landing page builders” come in. Such platforms provide prebuilt, customizable templates that allow marketers to quickly and easily build landing pages at scale to capture valuable data while providing customers with more value.

    Onboarding Engagement Platform

    So you’ve created a suite of digital customer experiences and infrastructures to serve customers and capture prospects in a virtual world. Your tools offer remote deposit capture, peer-to-peer payments, rewards programs, financial education, and more. But what if people don’t use them?

    Sometimes, simply putting the options in front of them isn’t enough. Digital banking, though on the rise for some time, can still be a new concept for many. Even if someone is a regular user of mobile check capture, they may not grasp the concept of a digital wallet.

    You need to engage customers in an educational way to help them see the value in these tools and understand how to make the most of digital experiences. Onboarding engagement platforms can help your customers adapt to new products and allow you to get more from your digital investments.

    When someone opens a new account at your institution, for example, an onboarding engagement platform can walk them through the mobile app the first time they sign on, showing them where and how to deposit checks, transfer funds, redeem rewards, contact customer service, and more. Doing this strengthens the digital customer experience and builds trust along the way.

    This article was originally posted on The Financial Brand.

    Insurance companies have long viewed social media efforts in a brand marketing light, leveraging social media for creative messaging and building corporate recognition. This is still a worthwhile endeavor, but it’s time for insurance marketers to add another level to their social media strategies: performance marketing.

    Performance marketing focuses on social media as a conversion tool, driving lead generation and sales rather than vanity metrics alone. Instead of tracking a post’s comments or reach, marketers can track how many readers click through to customized landing pages, for instance.

    This switch can be challenging for stakeholders to understand and accept at first. Larger organizations may have separate marketing teams for different product lines supporting the overall brand.Within those teams, employees may have separate roles for organic and paid social media. For a successful performance marketing strategy, all teams need to share a vision and commitment to driving conversions through social media.Not every post has to convert readers into leads, but it should be part of the journey to getting them there.

    If you’re at the beginning of this cultural shift toward thinking about social media from a more performance-driven angle that puts conversion metrics front and center, try these techniques to move the conversation in the right direction:

    1. Prioritize internal team education.
    Digital marketing is constantly changing — and changing fast. Marketing leaders must give teams the opportunity, time, and space to learn about the latest trends, tools, and social media marketing strategies. The more extensive their knowledge, the more comfortable they’ll be applying out-of-the-box thinking to social media in general.

    One excellent resource is Facebook Blueprint, which offers free classes and certifications around marketing on Facebook. Be sure to complement dedicated social media training with analytics training to ensure that everyone knows how to measure the success of social media efforts. Google Analytics Academy is an excellent resource for getting a grip on basic analytics and then diving into more advanced learnings from there. These courses help everyone get on the same page and more fully understand the breadth of possibilities available onFacebook and other social media platforms. 

    2. Emphasize that everyone has a role to play.

    Regardless of title or job description, everyone in your organization should work toward the same sales goals and understand that both brand marketing and performance marketing are needed to achieve those objectives.

    Marketers should coordinate with all departments to ensure that everyone understands their roles and responsibilities when it comes to both building the brand and converting sales. When creating social media marketing campaigns, marketers should also seek out insights from the specific departments to which campaigns will be driving traffic in order to determine the right content, messaging, and metrics for each campaign.

    What’s more, agents who are also sharing branded content on social media should understand how their efforts intertwine with other content to lead users down the sales funnel and closer to conversions. By including all stakeholders in the performance marketing strategy, marketers can help everyone view themselves as extensions of the sales team and increase the focus on driving conversions.

    3. Combine social branding with tactical messaging.

    Every social media marketing campaign should be cohesive, featuring consistent themes, verbiage, and images. Plus, all the promises made in branding copy should be highlighted in more tactical performance marketing content. In essence, the brand messaging sets the tone, and the performance messaging closes the deal by delivering on the promises.

    How does this work? Let’s say your insurance company has launched a social media branding campaign highlighting how easy it is to work with your business instead of with your competitors. The performance marketing aspect of the campaign includes a white paper that outlines your specific value propositions and client testimonials to back them up. You link to the whitepaper landing page from the social media branding campaign posts, viewers input their contact information into a form on the landing page to download the whitepaper, and your sales team gets direct access to primed leads. Brand and performance marketing work together to drive sales.

    Social media is harder than it was only a decade ago. Platforms have changed their algorithms to make organic content less visible, and social media marketing strategies that rely only on brand messaging and vanity metrics alone won’t cut through the noise. Instead, financial marketers need to use performance marketing efforts that offer real, tangible value to drive sales.

    This was originally published in PropertyCasualty 360.

    Marketers in Regulated Industries Can Now Execute Multi-Network Social Media Publishing and Advertising Campaigns While Staying in Compliance

    Denim Social is proud to announce that its platform now offers Instagram publishing, monitoring and analytics. When combined with Denim Social’s existing support for paid Instagram advertising, marketers in regulated industries – like banking, mortgage, insurance and wealth management – can now manage fully integrated and compliant paid and organic campaigns.

    The platform enhancement offers marketers one easy-to-use, intuitive platform to:

    • Manage publishing and advertising for multiple Instagram Business accounts
    • Publish and schedule organic content
    • Maximize reach and generate leads with paid advertising targeted to unique demographics
    • Strengthen strategies with organic and paid advertising performance analytics
    • Stay compliant and engaged with monitoring in one streamlined feed

    With the integration of organic publishing and paid social media advertising in one platform, marketers can take advantage of Instagram’s unique content display and create opportunities for stronger engagement.

    “A robust social media monitoring platform is a must in the mortgage and banking industry. Denim Social has not only allowed us to remain compliant, their platform allows our sales team to successfully post, utilize a library of approved content and monitor their engagement,” said Christine Madrid Overbeck, senior vice president, mortgage division, Goldwater Bank. “The recent expansion to include Instagram is a game changer. The sales team is extremely excited to engage with their clients using one more additional social media channel.”

    Research shows that Instagram outperforms other social networks on engagement and the network boasts more influence on purchase decisions than any other platform. But for many financial institutions the compliance risks have outweighed the marketing rewards of the network. Denim Social is built for compliance and we’re proud to offer the only fully-compliant Instagram publishing and advertising solution in the industry.


    Curious what Instagram can do for your brand? Check out our latest guide or schedule a demo to see the Denim Social platform in action.

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