July 26, 2022

How to Launch Unique Paid Ad Campaigns as a Financial Institution

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.

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July 26, 2022

How to Launch Unique Paid Ad Campaigns as a Financial Institution

By
Denim Social

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.

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Marketing professionals understand the necessity of numbers. Click-to-open rates, qualified leads, and new customer acquisition are just a few metrics marketers are keen to monitor when launching a new marketing initiative. But measuring the success of any campaign always goes back to one thing: objectives. Your goals should give you a clearer understanding of what you are trying to achieve with a campaign — organic search, paid advertising, or otherwise. And how efficiently you hit your goals directly impacts the scalability of your social media efforts.

Depending on your goals, you’ll be looking at a select few metrics. The most common in marketing for financial institutions is often click-through rates. They almost always top the list because they represent the percentage of consumers who’ve clicked on an ad, opting into a next step. Engagement can also be of interest, as it tracks likes, shares, and comments on a post.

But keeping track of a few metrics doesn’t equate to a sound marketing strategy. In the digital age, financial institutions need to understand how to best use tactics specific to social media marketing. It’s not enough to see what’s working; those data insights must inform new iterations of content to increase reach and nurture leads. This is what creates a successful, scalable social media advertising strategy.

The question then is, which metrics make the most sense to follow for a social media advertising campaign for financial institutions? And how can you best collect data to scale marketing efforts and drive engagement between your financial institution and its customers? Below, we’ll cover how to start choosing the right metrics for your goals and scaling your marketing efforts based on the information available to you.

Choosing the Right Metrics for Your Goals

Your metrics should be your North Star key performance indicators of your goals. Always select these based on what your financial institution wants to achieve. Consider brand awareness: Reach will be a metric to track, as will likes and followers. If you’re running paid ads on social media, you want to capture the number of people who’ve been exposed to your messaging. You also want to track the number of people who’ve engaged with that ad and are looking for updates from your social media page. Make sure to benchmark these metrics regularly, and always consult them prior to running a new campaign.

If customer engagement is the goal for a social media ad campaign, you’ll also be monitoring likes in addition to shares, comments, and messages. Because social media is about being social, these metrics can tell you what resonates with a target audience and can help shape conversations with potential customers going forward.

Should conversion be an overarching goal, your attention would turn to clicks. Clicks show intent on the customer’s part to act. Depending on the content associated with those clicks, you can also understand what products or services are of interest to specific consumers. As with likes, shares, and comments, this information can inform your conversations with these prospects because it tells you what content they might need to receive in order to move further down the sales funnel.

How to Scale Your Marketing With the Right Data

Once you’ve settled on your goals and associated metrics, the task at hand becomes scaling your marketing efforts based on the information available to you. Though tactics will vary from one financial institution to the next, a few strategies almost always prove beneficial:

1. Use social listening to optimize in real time.

With digital interactions growing in importance, financial institutions must take greater care in the messaging and content of each exchange. It’s here where social media can be of real value, and integrating insights gathered from social chatter can help improve the performance of your next paid social media advertising campaign.

Let’s say your institution starts using social listening tools to understand what’s on the mind of prospects. That lets your team get a jump on the competition by posting social media content sooner when a trend emerges — even if it has nothing to do with paid online advertising. Social chatter also can be beneficial for budget planning and allocating spend on specific audiences and marketing activities with the greatest likelihood of engagement. If you were to run a social media ad campaign around 529 planning, for example, it wouldn’t resonate with audiences not intent on going to college.

Capturing and using social media data allows you to target your campaign in those areas of greater interest to consumers. That same information can also help decrease spend in areas where the message isn’t connecting.

2. Use social media data to inform your marketing content.

For many institutions, social media is a marketing dead end because they haven’t considered their audiences’ post-click experience. Your social media should connect to other customer acquisition tools such as landing pages, contact forms, guides, or a recent blog post so these resources can serve as next steps in the customer journey.

Knowing which content is interesting to your audience requires mining your social media data. Specifically, click-through data can tell you more about where to focus future paid advertising campaigns and content development efforts. If customers are spending their time with articles on loan options, down payments, or financial assessments, don’t spend money promoting an e-book on “living well in retirement” to them. Using data will increase the likelihood that your consumers continue through the consumer funnel.

3. Advocate for your paid ad budget with success data.

Justifying a marketing budget, let alone an increase in spend, can leave many marketers in a quandary. Even when you come in with a set of paid social media advertising goals tied to the overarching goals of the institution, buy-in isn’t a guarantee. Without the right metrics, changes to the budget will be difficult to implement.

According to Harvard Business Review, 41% of marketing budgets are based on the previous year, while only 10% are revisited quarterly. Employing the most current information available to shape marketing conversations will allow others in your company to see the value of your proposed ad spend plan, so it’s important to use your social media data judiciously.

4. Invest in marketing tools.

Marketing tools are now becoming a dime a dozen. If you hope to access and use the data available from social media, selection is critical. Choose one designed for your industry, making sure that it can measure organic activities and paid online advertising initiatives.

Denim Social offers a solution. Our platform, services, and analytics features were built specifically with regulated institutions in mind. Real-time analytics are compiled from user data across several social media platforms (Facebook, Twitter, etc.), offering not only actionable insights on target audiences but a greater understanding of the effectiveness of current social media ad campaigns.

Make messaging or content adjustments immediately if need be — or simply use the analytics to inform the direction of future campaigns. Should the leadership team call for an update, presentation-ready reports are just a few clicks away.

Social media and paid social media advertising campaigns provide an opportunity to get to know potential customers but will be ineffective without the proper strategy. It’s all about capturing and tracking the right data to inform the direction of each interaction along the path to purchase. Your institution will be better off, and so will your customers.

It takes a lot of data to craft a top-tier social media strategy. That’s why Denim Social is here to help. Reach out for your personalized platform demo today.

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

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

Create Brand Awareness With Organic Social

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

Engage Audiences With Paid Advertising

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

Encourage Consideration With Relevant Landing Pages

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

Convert and Retain Customers With Retargeting

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

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

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

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.

Retail banks in the U.S. are facing a major customer attrition challenges. According to a recent Bain report, customers make as many as 55 percent of financial-related purchases from their primary bank’s competitors. While primary banks may be able to retain customers’ savings and checking accounts, the report suggests that they’re likely losing out on lucrative sales when it comes to loans, credit cards and investments.

Considering that almost one-third of those who defected from their primary bank did so in response to a direct offer from a competitor, wise marketers will up their customer engagement and outreach efforts to retain more customers. Affordability of products is the top reason for customer defection, which marketers may not have much say in, but it isn’t the only contributing factor. Digitization has also been a major catalyst. Namely, the strong digital products and experiences that some banks offer—and others do not.

Bank marketers who can jump onboard the digitization train to meet customers where they are with engaging, valuable messaging will be much more likely to keep customers coming back again and again for each of their financial needs. The following strategies can help:

1. Put the human element front and center

Traditional banks have an innate advantage over digital direct banks: The human touch. Leveraging this benefit, especially when it comes to increasingly digital customer interactions, can lead to measurable improvements in customer retention.

One way to ensure the human touch remains part of every customer touchpoint is to focus on personalization. A February Insurance Thought Leadership piece revealed that 72 percent of people ignore marketing that’s not highly personalized. So targeting relevant content to the right recipients is essential, especially when digitization can easily strip the human element out of an interaction. Personalizing messaging and services to be relevant and valuable to the specific needs of each customer can bring the human element into focus even in a digital world.

One way to create more relevant, personalized outreach is to practice social selling, or leveraging a bank’s employees on social media. People can relate more to other people than they can to big brand names. When your employees are the ones getting in front of customers virtually, it humanizes the digital customer experience and sets the stage for trusting and loyal relationships to come. What’s more, employees also tend to have further reach and engagement on brand-related social posts than brand pages alone, so they can expand the impact of your messaging exponentially.

2. Create digital pathways to human interactions

When considering how to anchor all digital marketing for financial services around the human element, keep in mind that every pathway should connect prospects and customers directly to a human.

For example, a social media post from an employee could include a link to a landing page on your website where visitors can learn more valuable information on the topic of the post. On that landing page, you can include valuable content, such as a guidebook, behind an information request form. When users submit their names and email addresses, they will receive the content and your sales team members can reach out to them directly with a human-centric, personalized outreach approach.

When prospects and customers know they’re just an email or phone call away from a real person at your organization, they’re likely to turn to you instead of an impersonal digital direct bank for their next financial need.

3. Focus on customer retention just as much as acquisition

Bringing in new prospects gets a lot of attention from financial services marketers, sometimes at the expense of retaining current ones. But focusing on customer retention and continuously improving the digital customer experience will help secure more revenue when it comes to additional services such as loans and credit cards.

Listen to the needs of customers and keep refining your personalization tactics to meet their needs. Every time you get in front of a current customer with relevant, valuable messaging or content, you help build trust in that relationship and increase the chances of that customer coming to you for whatever service they need next.

It’s true that people will always be drawn to brands that offer more affordable products and services. But money isn’t the only reason people look outside of their primary bank to fulfill their financial needs. Banks that differentiate by focusing on digitization alongside the human element will find that it’s easier to keep current customers from looking for greener pastures.

This was originally published on ABA Bank Marketing.

Financial services customers were leaning heavily into digital experiences long before COVID-19. In fact, 80% of all customer touchpoints already occurred through digital channels in 2017. The past year has placed an even bolder emphasis on the growing importance of digital transformation for financial services. The pandemic accelerated customers’ already quick-moving adoption of digital tools as they sought new ways to connect outside of face-to-face interactions.

The year 2020 turned the need for digitization from a push to a shove, and the shift has fundamentally changed the very nature of financial services marketing. Consumer preferences won’t revert to pre-COVID ways even as vaccinations continue to roll out and the end of this crisis is in sight. In fact, up to 20% of bank customers expect their use of digital channels to increase after the pandemic.

Financial services was once a business driven largely by face-to-face relationship-building, but it has been tasked with shifting rapidly to digitize and align with consumer preferences. To make these changes sustainable for the long haul, you must build strong connections in today’s virtual world. Start by covering these digital channels where your customers are looking to connect:

1. Mobile banking apps

Mobile banking has become table stakes for financial services marketing, so if you don’t already have an easily accessible, user-friendly mobile application, the time to get one is now. A study from Insider Intelligence revealed that 89% of survey respondents are using mobile banking apps. And it’s not just younger consumers: Though 97% of Millennials did say they used mobile banking, so did 91% of Gen Xers and 79% of Baby Boomers. Financial institutions today simply can’t compete without offering customers convenient ways to do their banking from anywhere.

So we know that mobile apps are already a requirement. What financial institutions might not have considered, however, is how to elevate the experience of mobile banking apps with a human touch. Even as financial services go digital, it’s still an industry based primarily in relationships, and you need to foster real connections no matter how your customers are doing business with you. To maintain a high level of personal connection as digitization continues to accelerate, look to social media, direct messaging, and your employees.

2. Social media

In the digital age, think of social media as your brand’s welcome mat. For prospects looking to learn more about what you do and current customers with questions or concerns, social media is often the first place they’ll go. You need to have an active and engaging social media presence to meet them where they are.

A company profile on its own, however, is no longer enough. Social media platforms have updated their algorithms to decrease visibility on branded content. Financial institutions today have a tough time breaking through with their owned channels alone. Instead, they should lean into their employees as the key to unlocking reach and engagement. According to one LinkedIn study, an employee social post can garner twice the engagement of the same post from a brand account.

The bottom line is that consumers don’t want to hear from brands on social media. They don’t want to see advertisements, and they don’t trust big company names and promotional content. What they will trust, however, is an individual employee who shares an article that provides a lot of value.

3. Direct messaging

You can take that trust-building strategy up another level by leaning into the power of one-on-one communication. Direct message marketing is all about listening to customers and communicating with them on their own terms.

Direct messaging was already on the rise before the pandemic. This has only accelerated over the past year as consumers have been relying even more on messaging platforms to interact as COVID-19 has hindered their ability to connect with others in person. If your customers and prospects are already hearing from friends and family through direct messaging platforms, it’s only convenient for them to hear from your employees that way, too.

It is important to consider, however, that a direct message marketing strategy requires more compliance oversight than other digital channels. It falls under the umbrella of electronic communications, which FINRA regulates closely. But ensuring compliance doesn’t have to be a hassle: Digital tools exist to help streamline approval processes and make oversight easier. With the right tools and proper steps to keep direct message marketing within regulatory bounds, the effort will be well worth the reward.

Finding the digital channels where your customers already are and figuring out how to meet them there is the foundation of any successful digital marketing strategy for financial services. These channels are also quick to activate and flexible, so marketers can be agile and shift their approach just as fast as consumers change their preferences.

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GUIDES

How to Launch Unique Paid Ad Campaigns as a Financial Institution

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.

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

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

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

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

Instant Download

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

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

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

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

Every Mortgage Marketer Should Ask Themselves

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

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

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

Read this guide if you’re asking yourself:

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

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

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

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

Every Financial Services Marketer Should Ask Themselves

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

Stronger Customer Relationships on Instagram

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

How 6 Financial Marketers Are Creating Value in Social Media

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

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

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

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

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

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

Enjoy!

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

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

ABA Study: The Current State of Social Media

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

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

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

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

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

    Download Here
    GUIDES

    How to Launch Unique Paid Ad Campaigns as a Financial Institution

    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.

    Download the Guide

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

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

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

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

    Instant Download

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

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

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

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

    Every Mortgage Marketer Should Ask Themselves

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

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

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

    Read this guide if you’re asking yourself:

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

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

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

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

    Every Financial Services Marketer Should Ask Themselves

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

    Stronger Customer Relationships on Instagram

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

    How 6 Financial Marketers Are Creating Value in Social Media

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

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

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

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

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

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

    Enjoy!

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

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

    ABA Study: The Current State of Social Media

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

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

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

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

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

    Download Here
    GUIDES

    How to Launch Unique Paid Ad Campaigns as a Financial Institution

    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.

    Download the Guide

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

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

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

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

    Instant Download

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

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

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

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

    Every Mortgage Marketer Should Ask Themselves

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

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

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

    Read this guide if you’re asking yourself:

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

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

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

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

    Every Financial Services Marketer Should Ask Themselves

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

    Stronger Customer Relationships on Instagram

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

    How 6 Financial Marketers Are Creating Value in Social Media

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

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

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

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

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

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

    Enjoy!

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

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

    ABA Study: The Current State of Social Media

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

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

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

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

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

    Download Here
    GUIDES

    How to Launch Unique Paid Ad Campaigns as a Financial Institution

    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.

    Download the Guide

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

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

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

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

    Instant Download

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

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

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

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

    Every Mortgage Marketer Should Ask Themselves

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

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

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

    Read this guide if you’re asking yourself:

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

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

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

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

    Every Financial Services Marketer Should Ask Themselves

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

    Stronger Customer Relationships on Instagram

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

    How 6 Financial Marketers Are Creating Value in Social Media

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

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

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

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

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

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

    Enjoy!

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

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

    ABA Study: The Current State of Social Media

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

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

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

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

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

    Download Here

    RESOURCES

    NEWS
    July 26, 2022

    How to Launch Unique Paid Ad Campaigns as a Financial Institution

    By
    Denim Social

    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.

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    OTHER NEWS:

    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!

    In today's market, building and maintaining strong relationships with your connections is more important than ever. Your business and customer relationships can also help you make new connections, building your referral network and sales pipeline.

    Listen in as FinLocker President and COO, Brian Vieaux and Denim Social CEO, Doug Wilber, discuss how in a tough market, mortgage loan officers have an opportunity to use their social media influence to reach the right people at the right time and how you can get started with a social selling program to drive sales.

    Interested in learning more about social selling for mortgage loan officers? Check out our guidebook: Helping Mortgage Loan Officers Achieve Success with Social Media Marketing

    Most mortgage marketers have gotten comfortable with organic social media, but if you’re noticing your results are down, you’re not alone. Changing algorithms on social media platforms mean that an organic-only strategy is no longer viable today. To stand out in today’s social media environment, mortgage marketers need to invest in social selling and paid social advertising.

    In this session with the Mortgage Bankers Association, we look at next-level social strategies and key considerations for driving ROI (and deals) with social selling and paid social. We're joined by experts from GoPrime Mortgage to discuss real world examples.

    Watch the full webinar below: 

    If you're ready to learn more about social selling, check out our e-book, A Guide to Helping Mortgage Loan Officers Achieve Success with Social Media Marketing.

    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.

    Mortgage lenders and financial institutions understand the power of human-first connections and social media can help loan officers build relationships. But social media success is about so much more than a like. Smart mortgage marketers are using social media to start customer journeys that flow down the full marketing funnel.

    In our latest webinar, leaders from Denim Social and Total Expert, discuss how the right tech tools can help your team easily and efficiently activate a social media strategy that actually closes deals. When every competitive edge matters, this webinar can help you discover how to make the most of your social marketing efforts.

    Check out the video below:

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

    Together with Denim Social, Total Expert users can deepen customer relationships and create customers for life by capturing, tracking, and automating relationships at every step – from social posts to recording interactions in the industry-leading CRM.

    Connect with your Denim Social and Total Expert Customer Success representatives to activate the integration.

    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
    July 26, 2022

    How to Launch Unique Paid Ad Campaigns as a Financial Institution

    By
    Denim Social

    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.

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    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.

    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.

    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!

    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.

    In today's market, building and maintaining strong relationships with your connections is more important than ever. Your business and customer relationships can also help you make new connections, building your referral network and sales pipeline.

    Listen in as FinLocker President and COO, Brian Vieaux and Denim Social CEO, Doug Wilber, discuss how in a tough market, mortgage loan officers have an opportunity to use their social media influence to reach the right people at the right time and how you can get started with a social selling program to drive sales.

    Interested in learning more about social selling for mortgage loan officers? Check out our guidebook: Helping Mortgage Loan Officers Achieve Success with Social Media Marketing

    Social media for banks is a necessity. That’s a given. You meet customers where they are, and today, that’s online. But customers (and potential customers) are not just engaging and interacting with one bank’s website, apps and social accounts. They are seeing competitors’ accounts, too. Bank marketers must leverage social media analytics to understand what works for their competitors—and figure out how to do it better.

    A competitive analysis of social media data in the banking industry can help guide your strategy by quantifying the successes and failures of your rivals. This is especially true of community banks, which may feel they are fighting an uphill digital battle against the resources of fintech companies and enterprise financial institutions. Thankfully, lots of competitor data is publicly available. Plenty of successes and blunders are out there for any savvy bank marketer to learn from. With the right social media analytics tool, this data could be the key to keeping up in today’s fast-paced environment.

    There’s a lot of powerful data on social media, and banks can leverage this to their advantage. Analytics and competitive insights empower bank marketers—even at smaller institutions—to be smart and efficient with both their time and dollars. You cannot differentiate your institution unless you know and understand the stories your competitors are telling.

    You also need to be aware of the quality of your competitors’ ads, calls to action and websites. If your marketing materials are not comparable you could lose customers. It is more than just optimizing a landing page—there needs to be a quality experience at every possible touchpoint. To start understanding competitors, consider these three tips when analyzing social media for banks:

    1. Benchmark your strategy. Benchmarking is the foundation of any competitive marketing strategy because it shows how measuring your competitors’ performance can help you step up your bank’s marketing game.

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

    For instance, if you’re working to understand how often your team should be posting to social media channels, look at how often a competitor is posting. Or if you’re aiming for 50 percent audience growth and see everyone else has 5 percent month-over-month, you know to adjust expectations to be more achievable.

    2. Understand what is resonating. When financial institutions embrace social listening, they gain clear insight into how other brands are producing engagement on social channels and resonating with customers. One bank finding resonance could be an outlier, but if multiple competitors are using the same technique, your brand can use those trend insights to craft even more relevant messaging and maintain an advantage against the competition.

    Track which trends and are getting high engagement for your competitors. Which topics that drive the most engagement? Certain aspects of storytelling? Or maybe specific kinds of posts, such as short-form videos, resonate best. Understanding what works for your competitors will teach you what works for you. Conversely, if they have posts that are driving little to no engagement, learn from their mistakes and avoid spending your time and dollars doing the same thing.

    3. Identify proactive opportunities. Monitoring competitors on social media can provide unique insights and offer proactive opportunities for your institution to pick up a customer. For better or worse, social media gives us all a view into a brand’s dirty laundry. If you notice a competitor getting social media complaints on a particular service or product, this could be an opportunity for you to target that audience and tell them how you do it better.

    Are people posting messages on your competitors’ pages about how hard it is to reach a customer service representative with them? Grab the opportunity and design a targeted paid campaign that emphasizes your institution’s excellent customer service.

    These moments may not come often or easily, so stay vigilant to make the most of them.

    Competitor social media analysis is a vital tool to help smaller financial institutions remain competitive. It keeps your finger on the pulse of what’s happening in the industry while identifying what’s working—and what’s not—for the bigger players.

    This article was originally published on ABA Bank Marketing.

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