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:

BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

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

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:

    BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

    In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

    As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

    Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

    Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

    To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

    The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

    In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

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

    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:

    BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

    In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

    As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

    Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

    Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

    To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

    The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

    In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

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

    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

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    ALL GUIDES:

    BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

    In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

    As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

    Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

    Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

    To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

    The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

    In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

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

    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:

    It’s that time of year again. Nope, not Christmas (not yet, anyway). Instead, it’s time for marketers everywhere to reflect on the past year and plan their social media strategies for the year ahead. As consumer expectations for personalization rise, meeting customers’ needs for connection is no longer just a “nice to have.” It’s essential for building trusting business relationships. The financial services industry already understands the power of personal connection through intermediaries. That’s why empowering them through social selling — helping them forge connections with customers and prospects alike — should take center stage in your 2023 marketing strategy.  

    Need some extra convincing? First, consider that social media has become entrenched in consumers’ lives and wallets. Accenture expects social commerce to grow to $1.2 trillion in just three years, with Millennials and Gen Zers propelling most of that growth. And their spending power continues to skyrocket. Most important? They’re using social media like search engines when researching financial products and services. In fact, about 40% of Gen Zers said they’d sooner use TikTok and Instagram for search than Google. Whether you’re in insurance, banking, or mortgage, both your brand and your individual experts need to be discoverable on the channels that matter, building trust with authentic and educational content.

    With that in mind, here are three tips for building a successful 2023 social selling strategy:

    1. Expand to Short-Form Video

    Short-form video is taking over social channels such as YouTube and Instagram — not to mention the meteoric rise of TikTok. Now more than ever, social users expect their feeds to include short, easy-to-watch clips that educate and entertain them. It’s called “edutainment,” and it can be a powerful (and authentic) tool in a social selling strategy. Whether you’re planning to adopt TikTok or post content on an existing network such as Instagram, your social selling strategy for 2023 can include video to set up your intermediaries as experts who can influence their prospects and customers.

    Need content ideas? Empower your social sellers to provide financial planning ideas or market trend analyses, for example, to get the wheels turning for prospects and customers. Your marketing team should ask themselves questions such as: What topics confuse your target audiences? What questions do prospects and customers have? How can your intermediaries break down these confusing topics into “snackable” content? Younger audiences are looking to channels such as Instagram to find personalized content like this. Your social sellers should meet them there, ready to engage (and entertain!) with authenticity and empathy.

    2. Combine Organic and Paid for Maximum Impact

    If 2022 taught us anything, it should be that it’s a matter of when — not if — social media algorithms change, so you need to be ready to adapt your marketing strategy accordingly. For instance, as social networks continue to show a preference for individuals over brands, you can and should funnel more resources into social selling for your intermediaries. However, investing in paid social media advertising is also a good idea, especially as search-driven social behavior accelerates.

    You cannot control the organic algorithm, but with paid social advertising, you can manage who you reach and with what message. Don’t worry, your social sellers don’t need to become paid social experts. We recommend marketers execute paid on behalf of their social sellers. This allows you to maintain control of your budget and frees up intermediaries to engage with their audiences through their organic posting or leads generated from paid. Be sure to advocate for your social sellers as you negotiate your paid social budget for the year. Consider redirecting brand funds or advocating for additional spend for your intermediaries. (Need help marrying your organic and paid strategies? We have resources for that!)

    3. Keep It Consistent

    Your social selling strategy will only be as impactful as it is consistent. Maintaining a consistent posting cadence is absolutely paramount. For one thing, it will help you overcome some of those tricky algorithmic changes. Plus, if your social sellers aren’t posting at least a few times a week, their audience engagement will quickly peter out as other content fills the void.

    Consistency in messaging is just as — if not more — important. Your social sellers should stay on message for the brand or brands they represent, but staying compliant in a regulated industry is also crucial. The good news is that Denim Social makes consistency and compliance easy. For example, our content approval workflows ensure that nothing goes live without your team’s permission, protecting your brand voice and keeping your intermediaries compliant. On top of that, our shared libraries of preapproved and customizable content mean your intermediaries’ social feeds stay full. The result? You’ll never face content logjams again, and your intermediaries’ audiences will remain engaged.

    The 2023 tea leaves are clear: You’d be wise to invest your resources in social selling to connect with and serve an engaged online audience. Want to build your 2023 social selling strategy but don’t know where to start? Check out the Denim Social 2023 Trend Report.

    Geographically dispersed across midwest and southwest, BOK Financial saw an opportunity to use loan officer social media to build their regional presence and community relationships. Recognizing the potential in a local-focused strategy, BOK Financial wanted hyper-local custom content to inspire follower engagement.

    In this case study, we'll look at how BOK Financial and Denim Social teamed up to get loan officers active on social and more engaged with their local communities.

    Click below to learn how they did it.

    Personal relationships are the bedrock of the financial advice industry. Nearly 75 percent of investors prioritize personal relationships when evaluating investment providers, Deloitte found. That’s why providers—even online brokers and robo-advisory firms—are taking care to preserve the human touch. Even with a growing trend toward digital automation to streamline trades and more, human connection is still paramount.

    Bank marketers should reflect that by personalizing the digital experiences that they create for wealth management clients and prospects. Investors are accustomed to receiving personalized content online, including from their favorite retailers. They expect the same levels of customization from their service providers.

    The benefits of customer personalization are mutual for investors and banks. When customers receive content tailored to their needs and financial situations, they understand their investment opportunities better and feel empowered to make the right financial decisions. And when they see wealth advisors addressing their specific needs—such as estate, retirement or education planning—they will naturally feel like those advisors understand their needs and can help them.

    By contrast, when banks and advisors neglect personalization, they risk what Bain and Company calls “hidden defection,” or customers buying high-margin products such as loans, investments, and credit cards from competitors. Even if investors do not leave, they will go elsewhere to place their investments and purchase new financial products. Many customers who defect are attracted by personalized direct offers. That said, almost 80 percent of customers surveyed by Bain said they would have bought from their primary financial institutions if the banks had made equivalent offers.

    It is clear that by creating improved digital experiences, banks can retain their clients’ business and even gain wallet share. So, how can they adjust their bank marketing strategies to prioritize customer personalization and build relationships?

    1. Embrace a social selling strategy.

    Whether financial advisors like it or not, their digital profiles affect how prospects view them. Almost 50 percent of investors say social media impacts whom they hire as a financial professional. And 33 percent report they seek financial advice online, according to Financial Advisor reporting on a Hartford Funds survey. Wealth advisors need to use social media to build rapport (and trust) with clients and prospects. When they demonstrate their value routinely, they’re more likely to be top of mind when customers are ready to purchase. That’s how strong digital profiles lay the foundation for social selling.

    Social selling adheres to the same core principles as in-person selling: building relationships with customers, demonstrating knowledge, educating them and helping solve their problems. It all just happens online. Social selling empowers financial advisors to add value for customers through digital means when they wouldn’t have had the opportunity otherwise. Ultimately, sales reps who regularly share content are 45% more likely to exceed their quotas. So it is worth wealth advisors’ time to beef up their social profiles and engage with contacts.

    2. Join customers on their preferred channels.

    Investors are getting their information somewhere. it is essential to find out where that information comes from and to meet investors where they are.

    Then, financial advisors should create profiles on those channels and organically engage with prospective clients. Why? Twenty percent of investors told Hartford Funds that a wealth advisor’s social media was their sole deciding factor when evaluating a financial professional.

    For older investors, this might be traditional news channels’ Twitter or Facebook feeds. For younger investors, this could be newer channels such as TikTok. More than one-third of Gen Z Americans say they get financial advice from TikTok, and only 24 percent of investors in this age group get advice from financial advisors, according to a recent Vericast survey. That represents a big opportunity for financial advisors to win young investors’ business by meeting them through these channels. The key is to make any engagement enjoyable and authentic so that clients don’t feel like financial advisors are just trying to sell to them.

    3. Create connected customer journeys.

    Posting on social media is a great start, but if bank marketers want to drive ROI, they must create more robust digital journeys. The key to connected investor journeys is to avoid digital dead ends and always offer clear next steps.

    At the start of the journey, wealth advisors must interact and create two-way dialogue online with existing audiences. They should then expand their audiences through tactics such as paid social media advertising, which can help them reach investors similar to their current customers or new target audiences.

    In their social posts, financial advisors can drive audiences to content-driven landing pages that contain resources to download in exchange for contact information, which can help capture leads. Every step of the way, investors need to see the value, whether through educational content that wealth advisors share, access to more in-depth resources or complimentary consultations.

    Banks benefit when they embrace customer personalization in their marketing strategies to keep customers engaged, build rapport and ultimately close more sales. That starts with giving wealth advisors access to the right processes and technology to deliver personalized education and offers. Once properly empowered, advisors can meet clients where they are, establish themselves as trustworthy, generate more leads and reduce the risk of “hidden defection” over time.

    This article was originally published in ABA Bank Marketing.

    Content is king. And in today’s digital market, social media is the queen consort. Considering that 40% of Generation Z prefer to use social media over Google as a search engine, every brand (in every industry) needs to be thinking about how to stay relevant and discoverable on social media. So, how do you, as an insurance marketer, help your brand stand out? Include your agents in your strategy by activating a social selling program, empowering them to post unique content to their own social networks to leverage social media as a viable sales avenue.

    Including social selling in your brand marketing strategy is so important because consumers want to speak with more than just a brand; they want to feel connected to the services they use and the people who provide them. The distribution of genuine content — from both carriers and local agents — helps humanize insurance and forges stronger connections between agents and the communities they serve. This shouldn’t come as a surprise, as about 70% of young insurance agents already use Facebook and LinkedIn. But being on social channels means little if intermediaries don’t have the compelling content needed to drive engagement.

    So, that sparks a few basic questions: What does effective social selling content look like, how can insurance marketers and agents curate and create the right content, and what tools are necessary to execute a social selling program at scale? Below, we’ll demystify the process of creating and distributing high-quality social selling content that fuels customer connections and, ultimately, sales.

    High-Quality Social Selling Content: What Does It Look Like?

    Above all else, social selling content should be personal, authentic, and tailored to both the community an agent serves and the audience they hope to reach. An insurance agent’s social outreach should illustrate not a provider-to-customer relationship but a human-to-human relationship — after all, people buy from people. As the marketer, it’ll be your responsibility to help intermediaries understand how to do this. But your efforts will pay off in your social metrics: Content shared by employees receives eight times the engagement of posts from brand pages.

    So, what are the essential components of great content?

    • Personal connection — Social selling content should bring agents’ personalities to life to help customers feel connected to them. Whatever skills they leverage to connect with clients in real life are the same skills they should lean on when posting to social media. Are they always cracking jokes? Digging into the latest industry topic? Or maybe relating to clients through a personal hobby? Creating content for social should be an extension of the personality agents bring to their desks when sitting across from clients.

    Personalizing goes beyond just posting, too! Engaging and interacting with others’ content that aligns with your skills, hobbies, and professional strategy is just as important. Including yourself in conversations not only keeps you top of mind, but is also an easy way to diversify your content strategy. Adding context and perspective to others’ content adds variety to your presence and takes the pressure off always having to come up with something from scratch.

    • Authenticity — Anything you share on social should come from the heart; 88% of consumers cite authenticity as a key factor when choosing between brands. An agent should be real about the value they offer others, the problems they can solve, and the real-life experiences they’ve navigated. Agents can share behind-the-scenes peeks into their daily work lives, such as updates about meetings (and photos, with permission!) with long-tenured clients or snapshots of their lives outside the office. Maybe they took their dog to work and can share a photo — possibly alongside information on commercial property insurance for pets at the office.

    Using firsthand storytelling is an authentic way to form deeper connections with customers. If your intermediaries feel nervous, remind them just to be themselves! After all, they’re in sales for a reason. The connections they make are equally real, regardless of whether they happened in person or on social.

    • Community focus — Local agents have an advantage over national carriers because they’re living within the communities they serve. When agents speak with local perspectives, they solidify their reputations as trustworthy and knowledgeable.

    When agents share snippets from their own lives, they can easily transform themselves into micro-influencers within their communities. For example, if agents are grabbing flowers for the office, they can tag their local florist in a shout-out on their agency social accounts. If one of their carriers donates to local causes, the agent could highlight what the support means to the community (and themselves).

    When your social selling content hits the trifecta of community focus, authenticity, and personal connection, agents are most likely to be bringing in leads and harnessing all that social media has to offer. But understanding what high-quality social selling content should look like is only the first step; the next steps involve building out your content distribution process, or the steps between drafting a post and hitting “publish.”

    Bringing Social Selling to Life

    As a social media marketer in the insurance world, you’ve likely thought about empowering your intermediaries on social. There are many considerations, such as building a library of meaningful content agents want to share, empowering agents to create their own unique content, weaving paid advertising into the mix, and making it all easy. With the right tools, insurance marketers can accomplish these essential tasks more easily than ever before:

    • Empowering agents to post with curated content. Getting agents to buy into your social selling program can be as simple as giving them the power to post (with the necessary approvals process, of course!). With Denim Social, you and your intermediaries can access curated social media content through a shared library, meaning users can select from a wide range of content to share that you’ve thoughtfully created and pre-approved.

    Content libraries make sourcing that curated content super easy. Instead of wondering where their next social media posts will come from, agents can use pre-populated post copy or share the latest articles relevant to their audiences. Marketing teams can pre-approve and custom-curate the social media posts before housing them in the content libraries, meaning teams are free to create because they can worry less about finding content, gaining approvals, ensuring the content is on-brand, and meeting compliance standards.

    • Keeping agent social messaging compliant and on-brand with approval workflows. It’s exciting when your social selling program advances to the level of empowering individuals to create original content, but setting agents free to post without prior approval could also pose risks. Approval workflows and other compliance tools can ensure all content is approved before it is published. So, how does that work in practice?

    With Denim Social, insurance agents can collaborate with marketing teams to create social posts. Or, agents can initiate unique posts from the platform and an approval group will receive notifications to ensure the social posts look perfect before going live.

    • Putting social ad spend behind local agents. Once the organic social foundation is set with high-quality content, marketers should consider taking their ad spend beyond the brand and delivering paid social on behalf of their local agents. Almost 30% of internet users spot new products and brands through paid ads, so if paid isn’t part of your strategy yet, it should be.

    Denim Social’s paid social solution makes it simple to execute paid ads on behalf of your local agents to make your ad spend go further. The platform’s proprietary paid ads manager provides an at-a-glance view of ad performance across multiple geographies and helps you optimize your spend easily. Denim Social also delivers clear engagement metrics and allows you to share localized results with agents in just a couple of clicks.

    In short, Denim Social can help you run a holistic social selling program across organic and paid. With a robust content integration, curated content libraries, and built-in compliance workflows and collaboration tools, Denim Social arms insurance marketers to launch true social selling programs that convert leads into customers. If you’ve considered empowering your intermediaries through a social selling program but aren’t sure where to start, request a demo with us today to learn how Denim Social can help.

    The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via digital channels is essential to modern marketing strategies. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

    Unsurprisingly, the vast majority of banks are active on social media, and at least 7 in 10 have been for five or more years. Banks understand that engaging on social media is table stakes. They have to be there, but how they do it will vary. Being active and being effective are often two separate things. A key question for banks today is how to move beyond using social media to promote and strengthen their brand, and harness these platforms to foster sales.

    In this case study, Denim Social and American Bankers Association show how banks are using social media to ramp up digital engagement and build sales. Download your copy here.

    What’s your top marketing priority? If you’re a marketer at a large financial institution, it’s probably winning new customers. And a big part of achieving that means growing your audience online. Your organization might have embraced effective lead generation strategies such as social selling and coached producers into successfully engaging with prospects. But what happens when those brand intermediaries have exhausted their first-degree connections? Your marketing efforts could stagnate unless you consistently guide new audiences to the top of the sales funnel. Thankfully, paid social advertising is a tried-and-true way to get more eyes on your brand.

    You can’t sleep on paid ads. Working only on organic content will limit your social reach compared with incorporating a paid social strategy, which is why 80% of brands surveyed by HubSpot were using paid social media advertising. Their reasoning? Though great to lead top-of-funnel viewers further down the marketing funnel through education and relationship-building, they’ll eventually run out of leads if they’re not actively working to attract more. That’s where paid advertising can really boost your efforts. Whether you’re furthering the reach of your brand page or specific intermediaries (for that human touch!), paid advertising will help you reach more audiences within their natural environments.

    Unsure where to begin? Don’t worry — from the first steps of audience targeting to coordinating with organic content to using analytics to optimize and scale, Denim Social is here to help you get started with paid social advertising.

    How to Advertise Financial Services on Social Media

    Paid advertising is a bit of a cheat code for financial marketers. Instead of pushing out only organic content and waiting and hoping that your target audience sees it, you can use paid ads to make sure your content hits the right audiences at the right times. This also means ads can be tailored to niche audiences and specific demographics, allowing for more precise targeting. Paid ads mean you can tweak your messaging for different demographics — whether that’s first-time homebuyers, retirees looking for life insurance, etc. — and know that those ads will reach them.

    But before you can start crafting marketing magic, you need to decide on both your audience and digital channel of choice. Understand the neighborhood you’re building your presence in. Visual channels such as Instagram, for example, reach younger Gen Z audiences, while LinkedIn is consistently trusted across all generations. Each requires different types of content, hashtags, and formatting to appeal to the target demographic.

    Channels such as Facebook and Twitter have refined tools that guide you through social marketing bid strategies. Social ad campaigns cost money, and a proper scope is important for the campaign to be successful. Set a budget, along with defined start and end dates, while targeting your ads.

    Of course, your work doesn’t end once the ads are running. Consider A/B testing to make sure you’ve matched the right messages to the right audiences. Don’t be afraid to try different variations — phrasing, hashtags, visuals, or anything else — until you find exactly what works for your audiences. Any time you improve your content, you’re also improving your paid ad ROI.

    Optimizing Your Social Media Strategy for Both Paid and Organic Content

    Paid social ads are crucial for targeting the right customers, but it’s important to remember they rest on a foundation of consistent organic content. Like bread and butter, paid and organic social strategies work best together. After all, if you’re using social selling tactics (and you should be!), you know how effective intermediaries’ organic posts can be with early-stage leads — those who are aware of your intermediaries but aren’t ready to make a purchase — to show the heart and humanity of your brand. As a financial marketer, you also understand how organic publishing of curated social content helps you distribute your targeted messages to wide audiences.

    But what about the narrower audiences you’d like to reach? To get in front of more specific (and new-to-you) audiences, you can create a specific strategy to attract top-of-funnel prospects with your paid ads. Within this strategy, you’ll find and speak to your core audience, connect with people who have shown past interest in your content, and target “lookalike” audience members who are most similar to your best customers. All the while, make sure your organic content continues audiences’ journeys toward conversion.

    Remember that your paid ad strategy isn’t limited to message-boosting at the brand level — in fact, it should amplify your team’s social selling posts, too. Even though tapping intermediaries as social media brand ambassadors is a people-first approach, social selling isn’t constrained to organic content alone. Your intermediaries’ posts are prime for paid amplification because they likely feel more authentic to your audiences, generating more trust in your intermediaries (and, by extension, your financial institution).

    So, be certain your digital marketing strategy has a two-pronged approach to keep your organic and paid online advertising working hand in hand. The paid social posts put a megaphone on your message, breaking through the noise of newsfeeds to reach the right people at just the right time. And don’t leave behind other types of content! When creating blog posts for the company website, take your best lines and gold nuggets and repurpose them as standalone social posts tailored to Facebook, LinkedIn, Twitter, and Instagram. That way, you’ll get the most value out of each piece of content you create.

    Using Analytics to Scale

    So, you’ve got a couple of paid ad campaigns running, and you’ve coached your intermediaries to create organic posts to complement them. Now you can sit back, relax, and watch the conversions come rolling in ... is what we’d like to say. But of course, a marketer’s job is never done; we can’t ignore advertising tracking.

    To keep growing your ROI, your financial institution will need to track quantitative metrics about how the campaigns are going. Some common key performance indicators are click-to-open rates, new customer acquisitions, and other conversion targets.

    Once you understand which metrics make the most sense for your specific institution, you can set growth objectives. When you add tracking for multiple social channels to the mix, it can get a little messy trying to organize everything — especially because what you track can change depending on your goals for each channel.

    When tracking brand awareness, for example, you need to understand impressions, likes, comments, and followers. This will capture who was exposed to your messaging and who was moved enough by it to engage in some way. But if brand awareness isn’t your only goal, you’ll have a whole other set of metrics to capture as well. If you’re monitoring customer engagement, then metrics such as shares, messages, and click-throughs will be important. These actions show that your call to action was effective at driving users through your social media content funnel.

    This can feel like a lot of moving parts (and it is!), but having a unified, user-friendly analytics dashboard can keep the data from becoming number soup. By benchmarking these metrics with regular reporting, you’ll be able to quantify the effectiveness of paid campaigns over time. Not only will this help you identify the most effective campaign strategies, but it will also provide a wealth of data proving how your efforts are furthering business goals. Throw those numbers in a PowerPoint — it’s a great resource to bring before the bosses when it’s time to allocate paid advertising spend.

    As your ROI grows, your advertising budget will hopefully follow. Use the data to inform your next steps, and invest in marketing tools that let you easily carry out campaigns — the result will be more leads, more conversions, and a more successful business.

    Moving Forward With Denim Social

    As a marketer, you’ve already got a lot on your plate. Don’t let inefficient social media management add to that. The Denim Social platform is built specifically for financial institutions. That means compliance, advertising, content curation, and publishing are all rolled into one easy-to-use solution. Let Denim Social’s software do the heavy lifting, so you can spend more time helping intermediaries nurture leads. After all, if your institution isn’t building out its social media community, someone else might be.

    With power analytics and an intuitive interface, Denim Social provides simple, scalable social media marketing for financial institutions. From ideating paid campaigns to scaling up successful social media strategies, our platform will walk you through every step of the way. For more information on how Denim Social fits your institution, reach out for a free software demo today.

    Connect & Convert on Social

    Successfully scale conversion optimized campaigns across all social media channels with built-in compliance, publishing tools, and more.
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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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    Independent agents are taking over the scene — 62% of property and casualty premiums in the U.S. were written by independent agents in 2021 — so competition is fiercer than ever. Independent agents who want to stand out need to build up their personal brands online to reach customers and keep relationships strong. When agents use their personal social networks to find prospects, build relationships, and grow their thought leadership, they’re using one of the most powerful strategies available to them: social selling.

    Social selling might be a familiar strategy for captive agents who have their carriers’ built-in marketing support, but independent agents must create their business (and relationships) from scratch. More and more, those relationships are built over social media. That’s the challenge for agents in this new landscape, but it’s also the big opportunity. People buy from people, and building personal relationships is what insurance agents have always done best. They just need to translate those rapport-building skills into modern digital spaces with a few key strategies.

    Adopt social selling as a go-to strategy.

    Social selling unifies sales and marketing, transforming social media into a revenue driver by giving agents an avenue to showcase their thought leadership, engage with potential and existing customers, and build trust and relationships in the process. It is similar to offline selling: Build trust with customers, get to know them, and explain how your product helps solve their problems. But it proves even more powerful — 78% of social sellers outsell their peers who don’t use social media.

    To get ahead in social selling, agents must harness the power in their relationships and personal networks. Research shows that content shared by employees gets eight times more engagement than content shared by a brand. A social selling strategy can not only help agents reach more people, but also can also help them humanize their own work and brand.

    For independent agents, personal branding can make all the difference. Agents shouldn’t be afraid to be unique and show their authentic selves on social media. From sharing personal photos to comments on client posts, the more clients see agents as personal friends and unique people, the more engaged they will be.

    Why does letting personality show matter for agents? Credibility has become increasingly important for customers, with 88% of consumers citing authenticity as a key factor in deciding what brands they like and support. Clients want to know they can trust their agents, especially when making decisions that majorly affect their families and lives, so social selling content should reflect authenticity and relatability.

    Understand and accept agents’ evolving roles in the changing landscape of digital insurance.

    The sales process has gone digital in many ways, but that does not change the value of human guidance from an insurance advisor — the role of the trusted insurance advisor isn’t going anywhere.

    Human connection remains a meaningful part of the insurance transaction. When people’s lives change, their relationships with their agents matter, and the work that agents have put into fostering trust and strong relationships will pay off.

    Social media is a crucial tool in keeping intermediaries connected in this digital age and agents need to be comfortable using modern social media marketing and sales strategies.

    Don’t go it alone — look for trusted support resources.

    When independent agents are active in social selling, they shouldn’t go it alone. The resources agents have been consulting for years often have active blogs and social accounts from which they can source content. Many carriers and insurance industry thought leaders also offer curated social content that is ready to share and can typically be personalized by the agent.

    A social selling strategy powered by a thoughtful content mix can help independent agents not only reach more people, but also reinforce the thought leadership and trust-building they’ve been demonstrating to clients outside of social media for years.

    Find the right tools.

    Curating content, creating a regular cadence of posting, monitoring multiple social channels — there are a lot of moving pieces in an independent agent’s social selling strategy. Social selling is just one of the many things an independent agent has in their sales repertoire. This makes it so important to have technology built for social selling specifically. The less time agents spend on the organizational aspects of social selling, the more time they have to build customer relationships, communicate authentically and, ultimately, build trust online.

    This article was originally published in Insurance Journal.

    It’s that time of year again. Nope, not Christmas (not yet, anyway). Instead, it’s time for marketers everywhere to reflect on the past year and plan their social media strategies for the year ahead. As consumer expectations for personalization rise, meeting customers’ needs for connection is no longer just a “nice to have.” It’s essential for building trusting business relationships. The financial services industry already understands the power of personal connection through intermediaries. That’s why empowering them through social selling — helping them forge connections with customers and prospects alike — should take center stage in your 2023 marketing strategy.  

    Need some extra convincing? First, consider that social media has become entrenched in consumers’ lives and wallets. Accenture expects social commerce to grow to $1.2 trillion in just three years, with Millennials and Gen Zers propelling most of that growth. And their spending power continues to skyrocket. Most important? They’re using social media like search engines when researching financial products and services. In fact, about 40% of Gen Zers said they’d sooner use TikTok and Instagram for search than Google. Whether you’re in insurance, banking, or mortgage, both your brand and your individual experts need to be discoverable on the channels that matter, building trust with authentic and educational content.

    With that in mind, here are three tips for building a successful 2023 social selling strategy:

    1. Expand to Short-Form Video

    Short-form video is taking over social channels such as YouTube and Instagram — not to mention the meteoric rise of TikTok. Now more than ever, social users expect their feeds to include short, easy-to-watch clips that educate and entertain them. It’s called “edutainment,” and it can be a powerful (and authentic) tool in a social selling strategy. Whether you’re planning to adopt TikTok or post content on an existing network such as Instagram, your social selling strategy for 2023 can include video to set up your intermediaries as experts who can influence their prospects and customers.

    Need content ideas? Empower your social sellers to provide financial planning ideas or market trend analyses, for example, to get the wheels turning for prospects and customers. Your marketing team should ask themselves questions such as: What topics confuse your target audiences? What questions do prospects and customers have? How can your intermediaries break down these confusing topics into “snackable” content? Younger audiences are looking to channels such as Instagram to find personalized content like this. Your social sellers should meet them there, ready to engage (and entertain!) with authenticity and empathy.

    2. Combine Organic and Paid for Maximum Impact

    If 2022 taught us anything, it should be that it’s a matter of when — not if — social media algorithms change, so you need to be ready to adapt your marketing strategy accordingly. For instance, as social networks continue to show a preference for individuals over brands, you can and should funnel more resources into social selling for your intermediaries. However, investing in paid social media advertising is also a good idea, especially as search-driven social behavior accelerates.

    You cannot control the organic algorithm, but with paid social advertising, you can manage who you reach and with what message. Don’t worry, your social sellers don’t need to become paid social experts. We recommend marketers execute paid on behalf of their social sellers. This allows you to maintain control of your budget and frees up intermediaries to engage with their audiences through their organic posting or leads generated from paid. Be sure to advocate for your social sellers as you negotiate your paid social budget for the year. Consider redirecting brand funds or advocating for additional spend for your intermediaries. (Need help marrying your organic and paid strategies? We have resources for that!)

    3. Keep It Consistent

    Your social selling strategy will only be as impactful as it is consistent. Maintaining a consistent posting cadence is absolutely paramount. For one thing, it will help you overcome some of those tricky algorithmic changes. Plus, if your social sellers aren’t posting at least a few times a week, their audience engagement will quickly peter out as other content fills the void.

    Consistency in messaging is just as — if not more — important. Your social sellers should stay on message for the brand or brands they represent, but staying compliant in a regulated industry is also crucial. The good news is that Denim Social makes consistency and compliance easy. For example, our content approval workflows ensure that nothing goes live without your team’s permission, protecting your brand voice and keeping your intermediaries compliant. On top of that, our shared libraries of preapproved and customizable content mean your intermediaries’ social feeds stay full. The result? You’ll never face content logjams again, and your intermediaries’ audiences will remain engaged.

    The 2023 tea leaves are clear: You’d be wise to invest your resources in social selling to connect with and serve an engaged online audience. Want to build your 2023 social selling strategy but don’t know where to start? Check out the Denim Social 2023 Trend Report.

    Geographically dispersed across midwest and southwest, BOK Financial saw an opportunity to use loan officer social media to build their regional presence and community relationships. Recognizing the potential in a local-focused strategy, BOK Financial wanted hyper-local custom content to inspire follower engagement.

    In this case study, we'll look at how BOK Financial and Denim Social teamed up to get loan officers active on social and more engaged with their local communities.

    Click below to learn how they did it.

    BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

    In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

    Personal relationships are the bedrock of the financial advice industry. Nearly 75 percent of investors prioritize personal relationships when evaluating investment providers, Deloitte found. That’s why providers—even online brokers and robo-advisory firms—are taking care to preserve the human touch. Even with a growing trend toward digital automation to streamline trades and more, human connection is still paramount.

    Bank marketers should reflect that by personalizing the digital experiences that they create for wealth management clients and prospects. Investors are accustomed to receiving personalized content online, including from their favorite retailers. They expect the same levels of customization from their service providers.

    The benefits of customer personalization are mutual for investors and banks. When customers receive content tailored to their needs and financial situations, they understand their investment opportunities better and feel empowered to make the right financial decisions. And when they see wealth advisors addressing their specific needs—such as estate, retirement or education planning—they will naturally feel like those advisors understand their needs and can help them.

    By contrast, when banks and advisors neglect personalization, they risk what Bain and Company calls “hidden defection,” or customers buying high-margin products such as loans, investments, and credit cards from competitors. Even if investors do not leave, they will go elsewhere to place their investments and purchase new financial products. Many customers who defect are attracted by personalized direct offers. That said, almost 80 percent of customers surveyed by Bain said they would have bought from their primary financial institutions if the banks had made equivalent offers.

    It is clear that by creating improved digital experiences, banks can retain their clients’ business and even gain wallet share. So, how can they adjust their bank marketing strategies to prioritize customer personalization and build relationships?

    1. Embrace a social selling strategy.

    Whether financial advisors like it or not, their digital profiles affect how prospects view them. Almost 50 percent of investors say social media impacts whom they hire as a financial professional. And 33 percent report they seek financial advice online, according to Financial Advisor reporting on a Hartford Funds survey. Wealth advisors need to use social media to build rapport (and trust) with clients and prospects. When they demonstrate their value routinely, they’re more likely to be top of mind when customers are ready to purchase. That’s how strong digital profiles lay the foundation for social selling.

    Social selling adheres to the same core principles as in-person selling: building relationships with customers, demonstrating knowledge, educating them and helping solve their problems. It all just happens online. Social selling empowers financial advisors to add value for customers through digital means when they wouldn’t have had the opportunity otherwise. Ultimately, sales reps who regularly share content are 45% more likely to exceed their quotas. So it is worth wealth advisors’ time to beef up their social profiles and engage with contacts.

    2. Join customers on their preferred channels.

    Investors are getting their information somewhere. it is essential to find out where that information comes from and to meet investors where they are.

    Then, financial advisors should create profiles on those channels and organically engage with prospective clients. Why? Twenty percent of investors told Hartford Funds that a wealth advisor’s social media was their sole deciding factor when evaluating a financial professional.

    For older investors, this might be traditional news channels’ Twitter or Facebook feeds. For younger investors, this could be newer channels such as TikTok. More than one-third of Gen Z Americans say they get financial advice from TikTok, and only 24 percent of investors in this age group get advice from financial advisors, according to a recent Vericast survey. That represents a big opportunity for financial advisors to win young investors’ business by meeting them through these channels. The key is to make any engagement enjoyable and authentic so that clients don’t feel like financial advisors are just trying to sell to them.

    3. Create connected customer journeys.

    Posting on social media is a great start, but if bank marketers want to drive ROI, they must create more robust digital journeys. The key to connected investor journeys is to avoid digital dead ends and always offer clear next steps.

    At the start of the journey, wealth advisors must interact and create two-way dialogue online with existing audiences. They should then expand their audiences through tactics such as paid social media advertising, which can help them reach investors similar to their current customers or new target audiences.

    In their social posts, financial advisors can drive audiences to content-driven landing pages that contain resources to download in exchange for contact information, which can help capture leads. Every step of the way, investors need to see the value, whether through educational content that wealth advisors share, access to more in-depth resources or complimentary consultations.

    Banks benefit when they embrace customer personalization in their marketing strategies to keep customers engaged, build rapport and ultimately close more sales. That starts with giving wealth advisors access to the right processes and technology to deliver personalized education and offers. Once properly empowered, advisors can meet clients where they are, establish themselves as trustworthy, generate more leads and reduce the risk of “hidden defection” over time.

    This article was originally published in ABA Bank Marketing.

    Denim Social is excited to share that its platform will now offer integrated customer relationship management (CRM) capabilities through a new integration with award-winning CRM, lead management, and engagement platform, Insellerate. Denim Social users can now automatically capture leads generated from Denim Social Pages in the Insellerate platform.

    Social selling is a non-negotiable to drive a modern marketing strategy, but without the right tools, loan officers struggle to connect social media activity to real life opportunity. Together with Denim Social, Insellerate users can track and automate social media leads, taking prospects from click to contract.

    “People buy from people. In this environment, relationships matter more than ever,” said Doug Wilber, CEO of Denim Social. “Together, Denim Social and Insellerate can help loan officers transform social media relationships into deals closed.”

    Here’s how the integration works:

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

    “We know the right tools can empower loan officers to engage more effectively with industry professionals and borrowers alike,” said Josh Friend, CEO and founder of Insellerate. “When every deal counts, social selling with the Denim Social integration can help Insellerate users increase conversion rates, lower costs and, of course, close more deals.”  

    Homestead Funding, a multi-state licensed mortgage lender, actively uses the Denim Social platform to reach and engage prospects. The Insellerate integration was developed to meet the needs of Homestead’s team.

    Denim Social is invested in the financial industry, bringing valuable tools and unique expertise to our partnership,” said Daniela Bigalli, SVP sales and marketing Homestead Funding Corp. “When we approached Denim Social and Insellerate with our overall vision they were collaborative and excited to build an integration that was tailored to our team’s needs. Working together we feel confident that we can achieve our goals of a streamlined and efficient user experience for our loan originators.”

    Ready to maximize your social selling and fire up leads in your CRM? Connect with a Denim Social or Insellerate representative 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

    Connect & Convert on Social

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

    Connect & Convert on Social

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