February 15, 2022

Valuable Fintech Partnerships Need Great Customer Success Teams

Financial institutions face a number of hurdles in digital marketing, including lack of digital-first strategy, higher brand purpose, and the tendency to “dabble in digital.” Social media compliance for financial institutions is also a pressing issue, with the nuances of regulatory constraints demanding strict scrutiny over all electronic communication.

But unless a financial institution has significant scale, it’s unlikely to have the in-house talent and resources needed to build successful digital marketing strategies and solutions from the ground up. Instead, financial institutions need qualified and attentive fintech partners who understand their challenges and bring pointed solutions to their problems. According to a recent Cornerstone Advisors report, however, many aren’t succeeding in finding such partners. The report predicts that financial institution boards will soon tire of not seeing adequate results from fintech vendors. So what’s the problem?

As The Financial Brand article linked above noted, financial marketers at organizations of all sizes “crave assistance” to help them navigate problems and achieve successful digital marketing strategies. They need fintechs with dedicated customer success teams to offer specific expertise and a customized approach to reach their digital marketing goals.  

Ensuring Digital Marketing Success in the Banking Industry

Denim Social’s approach is consultative and collaborative from the start. Our customer success team works with every partner to create unique pathways to success, and our platform itself was designed from the ground up to meet a specific need for compliance in the heavily regulated financial services industry.  

With the following steps, Denim Social tailors service to help each client develop successful digital marketing strategies:

1. Customize onboarding and workflow setups.

Onboarding is an important part of starting any new relationship with a vendor. To help you reach your goals, your partner must first thoroughly understand what those goals are and the pain points that prevent you from reaching them. At Denim Social, our customer success team digs in to understand each client’s unique goals and challenges.

Financial institutions also have different workflows and processes to account for with digital marketing software. For example, those in charge of signing off on social media posts before they go live could vary greatly from one organization to another. Denim Social’s platform allows clients to build automated approval workflows to ensure every post is compliant and aligned with brand messaging before it goes live, and our customer success team helps customize those workflows to get in front of exactly the right people at the right time.  

2. Drive software adoption across the organization.

If employees don’t use new software, there’s little chance your financial institution will see a high return on your technology investment. One of the most critical pieces of the software adoption puzzle is earning buy-in from employees. Denim Social helps marketers learn how to communicate the “what’s in it for me” knowledge to help get and keep teams on board to use new tools. We provide messaging, emails, tool kits, and more to drive software adoption within financial institutions.

3. Evaluate performance and strategy consistently.

Financial institution leaders need to know how their digital marketing strategies compare to competing institutions, so they require consistent performance evaluation and strategy consultation based on analytics. Regularly scheduled executive business reviews that go over all the metrics tied to their success plan and guidance working toward those outcomes are a must.

At Denim Social, our experts help financial institutions identify strategies to arrive at stated priorities, provide best practices for executing on goals, and offer industry-relevant comparisons to get a read on the business landscape. All of that is backed by performance analytics.

4. Provide training for the whole team.

Social selling, or the practice of having loan officers, financial advisors, and other employees connect with audiences through their own professional social media accounts, is an excellent way to humanize financial brands and expand reach. But it does require training these employees on how to work with your marketing team to develop and share posts. Digital marketing fintech platforms can make this collaboration easier, but not without properly setting employees up for success first.

That’s why Denim Social’s customer success team is dedicated to training your people to succeed on the platform. For smaller clients, we can provide this training directly to employees. For larger enterprise clients, we can educate leaders on how to hold trainings within their own teams. We also just launched our Academy to help marketers get certified on the platform and share that knowledge throughout their organizations.

5. Curate custom content.

Even with proper training on digital marketing platforms, curating the right content to share can still be an intimidating part for marketing teams and employees. What information are your customers looking for? What will pique their interest and drive them to connect further with your brand?

At Denim Social, our dedicated team builds in-depth and ongoing relationships with clients to understand what content is most important to them and resonates best with their audiences. Our platform also integrates with UpContent, a content curation industry leader, to add relevant articles from trusted third-party sources to client content libraries. This way, marketers or employees are never empty-handed when it comes to valuable content.

The rise of fintech is impossible to deny, but not every fintech partnership will be an asset to your company. Seek vendors like Denim Social that dig in to understand your needs, customize solutions, and track progress along the way. To learn more about our customer success team and consultative approach, get in touch today.

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February 15, 2022

Valuable Fintech Partnerships Need Great Customer Success Teams

By
Denim Social

Financial institutions face a number of hurdles in digital marketing, including lack of digital-first strategy, higher brand purpose, and the tendency to “dabble in digital.” Social media compliance for financial institutions is also a pressing issue, with the nuances of regulatory constraints demanding strict scrutiny over all electronic communication.

But unless a financial institution has significant scale, it’s unlikely to have the in-house talent and resources needed to build successful digital marketing strategies and solutions from the ground up. Instead, financial institutions need qualified and attentive fintech partners who understand their challenges and bring pointed solutions to their problems. According to a recent Cornerstone Advisors report, however, many aren’t succeeding in finding such partners. The report predicts that financial institution boards will soon tire of not seeing adequate results from fintech vendors. So what’s the problem?

As The Financial Brand article linked above noted, financial marketers at organizations of all sizes “crave assistance” to help them navigate problems and achieve successful digital marketing strategies. They need fintechs with dedicated customer success teams to offer specific expertise and a customized approach to reach their digital marketing goals.  

Ensuring Digital Marketing Success in the Banking Industry

Denim Social’s approach is consultative and collaborative from the start. Our customer success team works with every partner to create unique pathways to success, and our platform itself was designed from the ground up to meet a specific need for compliance in the heavily regulated financial services industry.  

With the following steps, Denim Social tailors service to help each client develop successful digital marketing strategies:

1. Customize onboarding and workflow setups.

Onboarding is an important part of starting any new relationship with a vendor. To help you reach your goals, your partner must first thoroughly understand what those goals are and the pain points that prevent you from reaching them. At Denim Social, our customer success team digs in to understand each client’s unique goals and challenges.

Financial institutions also have different workflows and processes to account for with digital marketing software. For example, those in charge of signing off on social media posts before they go live could vary greatly from one organization to another. Denim Social’s platform allows clients to build automated approval workflows to ensure every post is compliant and aligned with brand messaging before it goes live, and our customer success team helps customize those workflows to get in front of exactly the right people at the right time.  

2. Drive software adoption across the organization.

If employees don’t use new software, there’s little chance your financial institution will see a high return on your technology investment. One of the most critical pieces of the software adoption puzzle is earning buy-in from employees. Denim Social helps marketers learn how to communicate the “what’s in it for me” knowledge to help get and keep teams on board to use new tools. We provide messaging, emails, tool kits, and more to drive software adoption within financial institutions.

3. Evaluate performance and strategy consistently.

Financial institution leaders need to know how their digital marketing strategies compare to competing institutions, so they require consistent performance evaluation and strategy consultation based on analytics. Regularly scheduled executive business reviews that go over all the metrics tied to their success plan and guidance working toward those outcomes are a must.

At Denim Social, our experts help financial institutions identify strategies to arrive at stated priorities, provide best practices for executing on goals, and offer industry-relevant comparisons to get a read on the business landscape. All of that is backed by performance analytics.

4. Provide training for the whole team.

Social selling, or the practice of having loan officers, financial advisors, and other employees connect with audiences through their own professional social media accounts, is an excellent way to humanize financial brands and expand reach. But it does require training these employees on how to work with your marketing team to develop and share posts. Digital marketing fintech platforms can make this collaboration easier, but not without properly setting employees up for success first.

That’s why Denim Social’s customer success team is dedicated to training your people to succeed on the platform. For smaller clients, we can provide this training directly to employees. For larger enterprise clients, we can educate leaders on how to hold trainings within their own teams. We also just launched our Academy to help marketers get certified on the platform and share that knowledge throughout their organizations.

5. Curate custom content.

Even with proper training on digital marketing platforms, curating the right content to share can still be an intimidating part for marketing teams and employees. What information are your customers looking for? What will pique their interest and drive them to connect further with your brand?

At Denim Social, our dedicated team builds in-depth and ongoing relationships with clients to understand what content is most important to them and resonates best with their audiences. Our platform also integrates with UpContent, a content curation industry leader, to add relevant articles from trusted third-party sources to client content libraries. This way, marketers or employees are never empty-handed when it comes to valuable content.

The rise of fintech is impossible to deny, but not every fintech partnership will be an asset to your company. Seek vendors like Denim Social that dig in to understand your needs, customize solutions, and track progress along the way. To learn more about our customer success team and consultative approach, get in touch today.

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SIMILAR POSTS:

Traditional bank leaders know that fintechs are quickly encroaching on target audiences and customers. They also know any chance of keeping up with digital competitors will depend on making fast and substantial progress toward digital transformation. Consumer demands for easy, accessible and convenient digital services will only increase.

While some fintechs certainly represent a threat for incumbent banks today, fintechs will also be part of the solution for getting and staying ahead. Many fintechs exist to help banks succeed in an evolving landscape. For bank leaders looking to get their institution to the next phase of digital transformation, building more valuable bank-fintech partnerships should be a priority.

Incumbent banks must find productive ways to collaborate with fintechs in partnerships to drive excellent digital customer experiences in financial services. The first step is looking inward to develop a clear understanding of your goals and provide the infrastructure fintechs will need to bring value.

Whether you’re in a less-than-ideal fintech partnership now or you’re looking for the next step toward a digital future, start with these questions to set your institution up for bank-fintech partnership success:

Do you have a capable liaison? Designate a digital transformation leader within your organization. This person should be an executive leader with excellent communication skills, a solid understanding of the organizations’ needs and goals, a forward-thinking approach and a passion for transformation.

This leader will serve as a co-development resource as your organization establishes its relationships with fintech partners. They should relay information about the bank’s expectations, requirements and goals to fintechs and learn the overall functionality of solutions to share in training with internal personnel.

What are you trying to fix? To effectively communicate your needs, your transformation leader will need a clear vision of each of the organization’s goals for fintech collaboration. One fintech won’t be able to achieve all your transformation goals, so consider multiple partnerships aimed at solving specific problems.

Review your current state and identify any obstacles in the way of creating better digital customer experiences before choosing partners. From there, seek vendors specifically designed to fill your gaps. As you evaluate your options, be transparent about your needs. Without a clear goals, fintech partners won’t be able to deliver clear results.

Will the solution increase value for customers? In a study examining how the pandemic altered banking consumer behavior, Accenture researchers suggest that nearly half of the banking public would stay loyal to a brand that offers a stellar customer experience. Considering that a 2019 FIS report found more than a third of consumers want to replace plastic banking cards with digital apps, an attractive banking experience is a digital one.

While you can count on customer expectations for convenient digital services to stay, the specifics of their needs will change over time. Improving digital experiences in financial services should never be a stagnant goal. Monitor how customers react to your digital solutions and share the data with your fintech partners. From there, refine the customer experience together to improve engagement, increase loyalty and drive growth.

Are your employees on board? For any fintech partnership to succeed, a bank will need its employees on board, especially those in customer-facing roles. These employees will be the ones educating customers about new tools and sharing the value of digital experience-enabling investments, so they need to believe in the power of digital transformation.

But be wary that new technology might set off alarm bells throughout your organization as many workers regard digitization as a death knell for job security. Combat such misconceptions from the beginning of the planning process by educating employees on how digital solutions will help create better customer experiences. Collaborate with fintech partners to develop workshops that clearly demonstrate how technology will support, not eliminate, jobs.

The future of financial services is digital. As consumers continue demanding better digital experiences, can your organization meet them with virtual access and convenience to leave a lasting impression? Bank-fintech partnerships based on clarity, transparency and value can help ensure the answer is always yes.

This article was originally published on BAI Banking Strategies.

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

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

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

Social Media Compliance for Financial Institutions From Denim Social

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

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

1. We offer protection.

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

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

2. We provide constant training on social compliance.

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

3. We curate content streams.

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

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

4. We keep your records neat and organized.

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

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

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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GUIDES

Valuable Fintech Partnerships Need Great Customer Success Teams

Financial institutions face a number of hurdles in digital marketing, including lack of digital-first strategy, higher brand purpose, and the tendency to “dabble in digital.” Social media compliance for financial institutions is also a pressing issue, with the nuances of regulatory constraints demanding strict scrutiny over all electronic communication.

But unless a financial institution has significant scale, it’s unlikely to have the in-house talent and resources needed to build successful digital marketing strategies and solutions from the ground up. Instead, financial institutions need qualified and attentive fintech partners who understand their challenges and bring pointed solutions to their problems. According to a recent Cornerstone Advisors report, however, many aren’t succeeding in finding such partners. The report predicts that financial institution boards will soon tire of not seeing adequate results from fintech vendors. So what’s the problem?

As The Financial Brand article linked above noted, financial marketers at organizations of all sizes “crave assistance” to help them navigate problems and achieve successful digital marketing strategies. They need fintechs with dedicated customer success teams to offer specific expertise and a customized approach to reach their digital marketing goals.  

Ensuring Digital Marketing Success in the Banking Industry

Denim Social’s approach is consultative and collaborative from the start. Our customer success team works with every partner to create unique pathways to success, and our platform itself was designed from the ground up to meet a specific need for compliance in the heavily regulated financial services industry.  

With the following steps, Denim Social tailors service to help each client develop successful digital marketing strategies:

1. Customize onboarding and workflow setups.

Onboarding is an important part of starting any new relationship with a vendor. To help you reach your goals, your partner must first thoroughly understand what those goals are and the pain points that prevent you from reaching them. At Denim Social, our customer success team digs in to understand each client’s unique goals and challenges.

Financial institutions also have different workflows and processes to account for with digital marketing software. For example, those in charge of signing off on social media posts before they go live could vary greatly from one organization to another. Denim Social’s platform allows clients to build automated approval workflows to ensure every post is compliant and aligned with brand messaging before it goes live, and our customer success team helps customize those workflows to get in front of exactly the right people at the right time.  

2. Drive software adoption across the organization.

If employees don’t use new software, there’s little chance your financial institution will see a high return on your technology investment. One of the most critical pieces of the software adoption puzzle is earning buy-in from employees. Denim Social helps marketers learn how to communicate the “what’s in it for me” knowledge to help get and keep teams on board to use new tools. We provide messaging, emails, tool kits, and more to drive software adoption within financial institutions.

3. Evaluate performance and strategy consistently.

Financial institution leaders need to know how their digital marketing strategies compare to competing institutions, so they require consistent performance evaluation and strategy consultation based on analytics. Regularly scheduled executive business reviews that go over all the metrics tied to their success plan and guidance working toward those outcomes are a must.

At Denim Social, our experts help financial institutions identify strategies to arrive at stated priorities, provide best practices for executing on goals, and offer industry-relevant comparisons to get a read on the business landscape. All of that is backed by performance analytics.

4. Provide training for the whole team.

Social selling, or the practice of having loan officers, financial advisors, and other employees connect with audiences through their own professional social media accounts, is an excellent way to humanize financial brands and expand reach. But it does require training these employees on how to work with your marketing team to develop and share posts. Digital marketing fintech platforms can make this collaboration easier, but not without properly setting employees up for success first.

That’s why Denim Social’s customer success team is dedicated to training your people to succeed on the platform. For smaller clients, we can provide this training directly to employees. For larger enterprise clients, we can educate leaders on how to hold trainings within their own teams. We also just launched our Academy to help marketers get certified on the platform and share that knowledge throughout their organizations.

5. Curate custom content.

Even with proper training on digital marketing platforms, curating the right content to share can still be an intimidating part for marketing teams and employees. What information are your customers looking for? What will pique their interest and drive them to connect further with your brand?

At Denim Social, our dedicated team builds in-depth and ongoing relationships with clients to understand what content is most important to them and resonates best with their audiences. Our platform also integrates with UpContent, a content curation industry leader, to add relevant articles from trusted third-party sources to client content libraries. This way, marketers or employees are never empty-handed when it comes to valuable content.

The rise of fintech is impossible to deny, but not every fintech partnership will be an asset to your company. Seek vendors like Denim Social that dig in to understand your needs, customize solutions, and track progress along the way. To learn more about our customer success team and consultative approach, get in touch today.

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ALL GUIDES:

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

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

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

Instant Download

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

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

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

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

Every Mortgage Marketer Should Ask Themselves

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

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

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

Read this guide if you’re asking yourself:

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

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

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

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

Every Financial Services Marketer Should Ask Themselves

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

Stronger Customer Relationships on Instagram

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

How 6 Financial Marketers Are Creating Value in Social Media

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

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

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

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

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

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

Enjoy!

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

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

ABA Study: The Current State of Social Media

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

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

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

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

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

    Download Here
    GUIDES

    Valuable Fintech Partnerships Need Great Customer Success Teams

    Financial institutions face a number of hurdles in digital marketing, including lack of digital-first strategy, higher brand purpose, and the tendency to “dabble in digital.” Social media compliance for financial institutions is also a pressing issue, with the nuances of regulatory constraints demanding strict scrutiny over all electronic communication.

    But unless a financial institution has significant scale, it’s unlikely to have the in-house talent and resources needed to build successful digital marketing strategies and solutions from the ground up. Instead, financial institutions need qualified and attentive fintech partners who understand their challenges and bring pointed solutions to their problems. According to a recent Cornerstone Advisors report, however, many aren’t succeeding in finding such partners. The report predicts that financial institution boards will soon tire of not seeing adequate results from fintech vendors. So what’s the problem?

    As The Financial Brand article linked above noted, financial marketers at organizations of all sizes “crave assistance” to help them navigate problems and achieve successful digital marketing strategies. They need fintechs with dedicated customer success teams to offer specific expertise and a customized approach to reach their digital marketing goals.  

    Ensuring Digital Marketing Success in the Banking Industry

    Denim Social’s approach is consultative and collaborative from the start. Our customer success team works with every partner to create unique pathways to success, and our platform itself was designed from the ground up to meet a specific need for compliance in the heavily regulated financial services industry.  

    With the following steps, Denim Social tailors service to help each client develop successful digital marketing strategies:

    1. Customize onboarding and workflow setups.

    Onboarding is an important part of starting any new relationship with a vendor. To help you reach your goals, your partner must first thoroughly understand what those goals are and the pain points that prevent you from reaching them. At Denim Social, our customer success team digs in to understand each client’s unique goals and challenges.

    Financial institutions also have different workflows and processes to account for with digital marketing software. For example, those in charge of signing off on social media posts before they go live could vary greatly from one organization to another. Denim Social’s platform allows clients to build automated approval workflows to ensure every post is compliant and aligned with brand messaging before it goes live, and our customer success team helps customize those workflows to get in front of exactly the right people at the right time.  

    2. Drive software adoption across the organization.

    If employees don’t use new software, there’s little chance your financial institution will see a high return on your technology investment. One of the most critical pieces of the software adoption puzzle is earning buy-in from employees. Denim Social helps marketers learn how to communicate the “what’s in it for me” knowledge to help get and keep teams on board to use new tools. We provide messaging, emails, tool kits, and more to drive software adoption within financial institutions.

    3. Evaluate performance and strategy consistently.

    Financial institution leaders need to know how their digital marketing strategies compare to competing institutions, so they require consistent performance evaluation and strategy consultation based on analytics. Regularly scheduled executive business reviews that go over all the metrics tied to their success plan and guidance working toward those outcomes are a must.

    At Denim Social, our experts help financial institutions identify strategies to arrive at stated priorities, provide best practices for executing on goals, and offer industry-relevant comparisons to get a read on the business landscape. All of that is backed by performance analytics.

    4. Provide training for the whole team.

    Social selling, or the practice of having loan officers, financial advisors, and other employees connect with audiences through their own professional social media accounts, is an excellent way to humanize financial brands and expand reach. But it does require training these employees on how to work with your marketing team to develop and share posts. Digital marketing fintech platforms can make this collaboration easier, but not without properly setting employees up for success first.

    That’s why Denim Social’s customer success team is dedicated to training your people to succeed on the platform. For smaller clients, we can provide this training directly to employees. For larger enterprise clients, we can educate leaders on how to hold trainings within their own teams. We also just launched our Academy to help marketers get certified on the platform and share that knowledge throughout their organizations.

    5. Curate custom content.

    Even with proper training on digital marketing platforms, curating the right content to share can still be an intimidating part for marketing teams and employees. What information are your customers looking for? What will pique their interest and drive them to connect further with your brand?

    At Denim Social, our dedicated team builds in-depth and ongoing relationships with clients to understand what content is most important to them and resonates best with their audiences. Our platform also integrates with UpContent, a content curation industry leader, to add relevant articles from trusted third-party sources to client content libraries. This way, marketers or employees are never empty-handed when it comes to valuable content.

    The rise of fintech is impossible to deny, but not every fintech partnership will be an asset to your company. Seek vendors like Denim Social that dig in to understand your needs, customize solutions, and track progress along the way. To learn more about our customer success team and consultative approach, get in touch today.

    Download the Guide

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

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

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

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

    Instant Download

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

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

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

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

    Every Mortgage Marketer Should Ask Themselves

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

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

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

    Read this guide if you’re asking yourself:

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

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

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

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

    Every Financial Services Marketer Should Ask Themselves

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

    Stronger Customer Relationships on Instagram

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

    How 6 Financial Marketers Are Creating Value in Social Media

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

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

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

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

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

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

    Enjoy!

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

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

    ABA Study: The Current State of Social Media

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

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

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

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

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

    Download Here
    GUIDES

    Valuable Fintech Partnerships Need Great Customer Success Teams

    Financial institutions face a number of hurdles in digital marketing, including lack of digital-first strategy, higher brand purpose, and the tendency to “dabble in digital.” Social media compliance for financial institutions is also a pressing issue, with the nuances of regulatory constraints demanding strict scrutiny over all electronic communication.

    But unless a financial institution has significant scale, it’s unlikely to have the in-house talent and resources needed to build successful digital marketing strategies and solutions from the ground up. Instead, financial institutions need qualified and attentive fintech partners who understand their challenges and bring pointed solutions to their problems. According to a recent Cornerstone Advisors report, however, many aren’t succeeding in finding such partners. The report predicts that financial institution boards will soon tire of not seeing adequate results from fintech vendors. So what’s the problem?

    As The Financial Brand article linked above noted, financial marketers at organizations of all sizes “crave assistance” to help them navigate problems and achieve successful digital marketing strategies. They need fintechs with dedicated customer success teams to offer specific expertise and a customized approach to reach their digital marketing goals.  

    Ensuring Digital Marketing Success in the Banking Industry

    Denim Social’s approach is consultative and collaborative from the start. Our customer success team works with every partner to create unique pathways to success, and our platform itself was designed from the ground up to meet a specific need for compliance in the heavily regulated financial services industry.  

    With the following steps, Denim Social tailors service to help each client develop successful digital marketing strategies:

    1. Customize onboarding and workflow setups.

    Onboarding is an important part of starting any new relationship with a vendor. To help you reach your goals, your partner must first thoroughly understand what those goals are and the pain points that prevent you from reaching them. At Denim Social, our customer success team digs in to understand each client’s unique goals and challenges.

    Financial institutions also have different workflows and processes to account for with digital marketing software. For example, those in charge of signing off on social media posts before they go live could vary greatly from one organization to another. Denim Social’s platform allows clients to build automated approval workflows to ensure every post is compliant and aligned with brand messaging before it goes live, and our customer success team helps customize those workflows to get in front of exactly the right people at the right time.  

    2. Drive software adoption across the organization.

    If employees don’t use new software, there’s little chance your financial institution will see a high return on your technology investment. One of the most critical pieces of the software adoption puzzle is earning buy-in from employees. Denim Social helps marketers learn how to communicate the “what’s in it for me” knowledge to help get and keep teams on board to use new tools. We provide messaging, emails, tool kits, and more to drive software adoption within financial institutions.

    3. Evaluate performance and strategy consistently.

    Financial institution leaders need to know how their digital marketing strategies compare to competing institutions, so they require consistent performance evaluation and strategy consultation based on analytics. Regularly scheduled executive business reviews that go over all the metrics tied to their success plan and guidance working toward those outcomes are a must.

    At Denim Social, our experts help financial institutions identify strategies to arrive at stated priorities, provide best practices for executing on goals, and offer industry-relevant comparisons to get a read on the business landscape. All of that is backed by performance analytics.

    4. Provide training for the whole team.

    Social selling, or the practice of having loan officers, financial advisors, and other employees connect with audiences through their own professional social media accounts, is an excellent way to humanize financial brands and expand reach. But it does require training these employees on how to work with your marketing team to develop and share posts. Digital marketing fintech platforms can make this collaboration easier, but not without properly setting employees up for success first.

    That’s why Denim Social’s customer success team is dedicated to training your people to succeed on the platform. For smaller clients, we can provide this training directly to employees. For larger enterprise clients, we can educate leaders on how to hold trainings within their own teams. We also just launched our Academy to help marketers get certified on the platform and share that knowledge throughout their organizations.

    5. Curate custom content.

    Even with proper training on digital marketing platforms, curating the right content to share can still be an intimidating part for marketing teams and employees. What information are your customers looking for? What will pique their interest and drive them to connect further with your brand?

    At Denim Social, our dedicated team builds in-depth and ongoing relationships with clients to understand what content is most important to them and resonates best with their audiences. Our platform also integrates with UpContent, a content curation industry leader, to add relevant articles from trusted third-party sources to client content libraries. This way, marketers or employees are never empty-handed when it comes to valuable content.

    The rise of fintech is impossible to deny, but not every fintech partnership will be an asset to your company. Seek vendors like Denim Social that dig in to understand your needs, customize solutions, and track progress along the way. To learn more about our customer success team and consultative approach, get in touch today.

    Download the Guide

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

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

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

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

    Instant Download

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

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

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

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

    Every Mortgage Marketer Should Ask Themselves

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

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

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

    Read this guide if you’re asking yourself:

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

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

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

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

    Every Financial Services Marketer Should Ask Themselves

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

    Stronger Customer Relationships on Instagram

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

    How 6 Financial Marketers Are Creating Value in Social Media

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

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

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

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

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

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

    Enjoy!

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

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

    ABA Study: The Current State of Social Media

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

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

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

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

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

    Download Here
    GUIDES

    Valuable Fintech Partnerships Need Great Customer Success Teams

    Financial institutions face a number of hurdles in digital marketing, including lack of digital-first strategy, higher brand purpose, and the tendency to “dabble in digital.” Social media compliance for financial institutions is also a pressing issue, with the nuances of regulatory constraints demanding strict scrutiny over all electronic communication.

    But unless a financial institution has significant scale, it’s unlikely to have the in-house talent and resources needed to build successful digital marketing strategies and solutions from the ground up. Instead, financial institutions need qualified and attentive fintech partners who understand their challenges and bring pointed solutions to their problems. According to a recent Cornerstone Advisors report, however, many aren’t succeeding in finding such partners. The report predicts that financial institution boards will soon tire of not seeing adequate results from fintech vendors. So what’s the problem?

    As The Financial Brand article linked above noted, financial marketers at organizations of all sizes “crave assistance” to help them navigate problems and achieve successful digital marketing strategies. They need fintechs with dedicated customer success teams to offer specific expertise and a customized approach to reach their digital marketing goals.  

    Ensuring Digital Marketing Success in the Banking Industry

    Denim Social’s approach is consultative and collaborative from the start. Our customer success team works with every partner to create unique pathways to success, and our platform itself was designed from the ground up to meet a specific need for compliance in the heavily regulated financial services industry.  

    With the following steps, Denim Social tailors service to help each client develop successful digital marketing strategies:

    1. Customize onboarding and workflow setups.

    Onboarding is an important part of starting any new relationship with a vendor. To help you reach your goals, your partner must first thoroughly understand what those goals are and the pain points that prevent you from reaching them. At Denim Social, our customer success team digs in to understand each client’s unique goals and challenges.

    Financial institutions also have different workflows and processes to account for with digital marketing software. For example, those in charge of signing off on social media posts before they go live could vary greatly from one organization to another. Denim Social’s platform allows clients to build automated approval workflows to ensure every post is compliant and aligned with brand messaging before it goes live, and our customer success team helps customize those workflows to get in front of exactly the right people at the right time.  

    2. Drive software adoption across the organization.

    If employees don’t use new software, there’s little chance your financial institution will see a high return on your technology investment. One of the most critical pieces of the software adoption puzzle is earning buy-in from employees. Denim Social helps marketers learn how to communicate the “what’s in it for me” knowledge to help get and keep teams on board to use new tools. We provide messaging, emails, tool kits, and more to drive software adoption within financial institutions.

    3. Evaluate performance and strategy consistently.

    Financial institution leaders need to know how their digital marketing strategies compare to competing institutions, so they require consistent performance evaluation and strategy consultation based on analytics. Regularly scheduled executive business reviews that go over all the metrics tied to their success plan and guidance working toward those outcomes are a must.

    At Denim Social, our experts help financial institutions identify strategies to arrive at stated priorities, provide best practices for executing on goals, and offer industry-relevant comparisons to get a read on the business landscape. All of that is backed by performance analytics.

    4. Provide training for the whole team.

    Social selling, or the practice of having loan officers, financial advisors, and other employees connect with audiences through their own professional social media accounts, is an excellent way to humanize financial brands and expand reach. But it does require training these employees on how to work with your marketing team to develop and share posts. Digital marketing fintech platforms can make this collaboration easier, but not without properly setting employees up for success first.

    That’s why Denim Social’s customer success team is dedicated to training your people to succeed on the platform. For smaller clients, we can provide this training directly to employees. For larger enterprise clients, we can educate leaders on how to hold trainings within their own teams. We also just launched our Academy to help marketers get certified on the platform and share that knowledge throughout their organizations.

    5. Curate custom content.

    Even with proper training on digital marketing platforms, curating the right content to share can still be an intimidating part for marketing teams and employees. What information are your customers looking for? What will pique their interest and drive them to connect further with your brand?

    At Denim Social, our dedicated team builds in-depth and ongoing relationships with clients to understand what content is most important to them and resonates best with their audiences. Our platform also integrates with UpContent, a content curation industry leader, to add relevant articles from trusted third-party sources to client content libraries. This way, marketers or employees are never empty-handed when it comes to valuable content.

    The rise of fintech is impossible to deny, but not every fintech partnership will be an asset to your company. Seek vendors like Denim Social that dig in to understand your needs, customize solutions, and track progress along the way. To learn more about our customer success team and consultative approach, get in touch today.

    Download the Guide

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

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

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

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

    Instant Download

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

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

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

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

    Every Mortgage Marketer Should Ask Themselves

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

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

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

    Read this guide if you’re asking yourself:

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

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

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

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

    Every Financial Services Marketer Should Ask Themselves

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

    Stronger Customer Relationships on Instagram

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

    How 6 Financial Marketers Are Creating Value in Social Media

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

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

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

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

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

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

    Enjoy!

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

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

    ABA Study: The Current State of Social Media

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

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

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

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

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

    Download Here

    RESOURCES

    NEWS
    February 15, 2022

    Valuable Fintech Partnerships Need Great Customer Success Teams

    By
    Denim Social

    Financial institutions face a number of hurdles in digital marketing, including lack of digital-first strategy, higher brand purpose, and the tendency to “dabble in digital.” Social media compliance for financial institutions is also a pressing issue, with the nuances of regulatory constraints demanding strict scrutiny over all electronic communication.

    But unless a financial institution has significant scale, it’s unlikely to have the in-house talent and resources needed to build successful digital marketing strategies and solutions from the ground up. Instead, financial institutions need qualified and attentive fintech partners who understand their challenges and bring pointed solutions to their problems. According to a recent Cornerstone Advisors report, however, many aren’t succeeding in finding such partners. The report predicts that financial institution boards will soon tire of not seeing adequate results from fintech vendors. So what’s the problem?

    As The Financial Brand article linked above noted, financial marketers at organizations of all sizes “crave assistance” to help them navigate problems and achieve successful digital marketing strategies. They need fintechs with dedicated customer success teams to offer specific expertise and a customized approach to reach their digital marketing goals.  

    Ensuring Digital Marketing Success in the Banking Industry

    Denim Social’s approach is consultative and collaborative from the start. Our customer success team works with every partner to create unique pathways to success, and our platform itself was designed from the ground up to meet a specific need for compliance in the heavily regulated financial services industry.  

    With the following steps, Denim Social tailors service to help each client develop successful digital marketing strategies:

    1. Customize onboarding and workflow setups.

    Onboarding is an important part of starting any new relationship with a vendor. To help you reach your goals, your partner must first thoroughly understand what those goals are and the pain points that prevent you from reaching them. At Denim Social, our customer success team digs in to understand each client’s unique goals and challenges.

    Financial institutions also have different workflows and processes to account for with digital marketing software. For example, those in charge of signing off on social media posts before they go live could vary greatly from one organization to another. Denim Social’s platform allows clients to build automated approval workflows to ensure every post is compliant and aligned with brand messaging before it goes live, and our customer success team helps customize those workflows to get in front of exactly the right people at the right time.  

    2. Drive software adoption across the organization.

    If employees don’t use new software, there’s little chance your financial institution will see a high return on your technology investment. One of the most critical pieces of the software adoption puzzle is earning buy-in from employees. Denim Social helps marketers learn how to communicate the “what’s in it for me” knowledge to help get and keep teams on board to use new tools. We provide messaging, emails, tool kits, and more to drive software adoption within financial institutions.

    3. Evaluate performance and strategy consistently.

    Financial institution leaders need to know how their digital marketing strategies compare to competing institutions, so they require consistent performance evaluation and strategy consultation based on analytics. Regularly scheduled executive business reviews that go over all the metrics tied to their success plan and guidance working toward those outcomes are a must.

    At Denim Social, our experts help financial institutions identify strategies to arrive at stated priorities, provide best practices for executing on goals, and offer industry-relevant comparisons to get a read on the business landscape. All of that is backed by performance analytics.

    4. Provide training for the whole team.

    Social selling, or the practice of having loan officers, financial advisors, and other employees connect with audiences through their own professional social media accounts, is an excellent way to humanize financial brands and expand reach. But it does require training these employees on how to work with your marketing team to develop and share posts. Digital marketing fintech platforms can make this collaboration easier, but not without properly setting employees up for success first.

    That’s why Denim Social’s customer success team is dedicated to training your people to succeed on the platform. For smaller clients, we can provide this training directly to employees. For larger enterprise clients, we can educate leaders on how to hold trainings within their own teams. We also just launched our Academy to help marketers get certified on the platform and share that knowledge throughout their organizations.

    5. Curate custom content.

    Even with proper training on digital marketing platforms, curating the right content to share can still be an intimidating part for marketing teams and employees. What information are your customers looking for? What will pique their interest and drive them to connect further with your brand?

    At Denim Social, our dedicated team builds in-depth and ongoing relationships with clients to understand what content is most important to them and resonates best with their audiences. Our platform also integrates with UpContent, a content curation industry leader, to add relevant articles from trusted third-party sources to client content libraries. This way, marketers or employees are never empty-handed when it comes to valuable content.

    The rise of fintech is impossible to deny, but not every fintech partnership will be an asset to your company. Seek vendors like Denim Social that dig in to understand your needs, customize solutions, and track progress along the way. To learn more about our customer success team and consultative approach, get in touch today.

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

    For financial services to successfully connect with their customers on social media, authenticity is essential. It is more important than ever for customers to feel genuinely connected to brands, and brands should stay true to their values and communicate in a way that is welcoming and personal. Customers support businesses that resonate on social media, and authenticity is key to strengthening that brand-customer relationship. Leading with a personalized approach on social media is the perfect opportunity to be a source of trust and reliability for financial customers. How can banks, mortgage offices, wealth management firms, and insurance agencies incorporate authenticity into their strategy? Start with these approaches: 

    1. Rely on user-generated content. User generated content is 12x more trusted than product descriptions, and brands see a 25% increase in conversion with organic images versus overly-curated ones. Through social selling, financial institutions can look to their own employees and customers to help produce authentic content to support the brand. Consider how you can activate your employees to engage in social selling, and leverage customer relationships to provide testimonials, user experiences, and more. 
    1. Incorporate video content into your mix. To meet customers where they are, it’s essential to use video as a tool in your social media strategy. With younger generations spending up to 4 hours per day on social networks, video is only going to grow in popularity. With video, customers can see for themselves what a business does every day, giving them a visualization to connect with. To make it more authentic, don’t over-edit and use storytelling to define the brand. Keep it short, though; attention spans on social media are shorter, and marketers only have a couple seconds to capture audiences.
    1. Keep audience experience top of mind. Brand loyalty among consumers continues to decrease given the surplus of choices that digital media and social networks provide. Customers are loyal to brands that they like and that they feel are authentic and care about them. Sixty-one percent of consumers switched business from one brand or provider to another in the past year, demonstrating a need to listen to customers on social networks. Businesses that can listen to customers and translate that into an authentic message or piece of content will see more success than those that push content out for the sake of it.
    1. Always offer value with content. When creating a healthy and balanced marketing mix for social media networks, don’t forget to be mindful of how to engage viewers. This is a great way for a financial brand to be authentic to what it does and how it helps customers. Social media offers endless opportunities to provide brand information, educate through thought leadership, and give insight into company values and missions. Customers want to feel that they are along for the ride with a brand, being welcomed rather than pursued. While content can be fun and entertaining, also remember to add value through content that is practical, useful, and enticing. 

    Customers want real and authentic content on social media, and this presents opportunities for financial services to connect. The best practice is to keep content professional and on brand, but feel free to have fun and show that your organization is keeping up with the times as the industry continues to change and grow. Social media management platforms like Denim Social can help financial institutions to create and publish organically, and gives businesses the ability to manage posts at the brand and user level. The ability to show up and resonate with audiences on social media will be a winning strategy every time. Book a demo to see how publishing can work for you, and check out our existing social media resources for inspiration.  

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

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

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

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

    Social media marketing strategy for cross-selling in banking

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

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

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

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

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

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

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

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

    This article was originally published in ABA Bank Marketing.

    Traditional bank leaders know that fintechs are quickly encroaching on target audiences and customers. They also know any chance of keeping up with digital competitors will depend on making fast and substantial progress toward digital transformation. Consumer demands for easy, accessible and convenient digital services will only increase.

    While some fintechs certainly represent a threat for incumbent banks today, fintechs will also be part of the solution for getting and staying ahead. Many fintechs exist to help banks succeed in an evolving landscape. For bank leaders looking to get their institution to the next phase of digital transformation, building more valuable bank-fintech partnerships should be a priority.

    Incumbent banks must find productive ways to collaborate with fintechs in partnerships to drive excellent digital customer experiences in financial services. The first step is looking inward to develop a clear understanding of your goals and provide the infrastructure fintechs will need to bring value.

    Whether you’re in a less-than-ideal fintech partnership now or you’re looking for the next step toward a digital future, start with these questions to set your institution up for bank-fintech partnership success:

    Do you have a capable liaison? Designate a digital transformation leader within your organization. This person should be an executive leader with excellent communication skills, a solid understanding of the organizations’ needs and goals, a forward-thinking approach and a passion for transformation.

    This leader will serve as a co-development resource as your organization establishes its relationships with fintech partners. They should relay information about the bank’s expectations, requirements and goals to fintechs and learn the overall functionality of solutions to share in training with internal personnel.

    What are you trying to fix? To effectively communicate your needs, your transformation leader will need a clear vision of each of the organization’s goals for fintech collaboration. One fintech won’t be able to achieve all your transformation goals, so consider multiple partnerships aimed at solving specific problems.

    Review your current state and identify any obstacles in the way of creating better digital customer experiences before choosing partners. From there, seek vendors specifically designed to fill your gaps. As you evaluate your options, be transparent about your needs. Without a clear goals, fintech partners won’t be able to deliver clear results.

    Will the solution increase value for customers? In a study examining how the pandemic altered banking consumer behavior, Accenture researchers suggest that nearly half of the banking public would stay loyal to a brand that offers a stellar customer experience. Considering that a 2019 FIS report found more than a third of consumers want to replace plastic banking cards with digital apps, an attractive banking experience is a digital one.

    While you can count on customer expectations for convenient digital services to stay, the specifics of their needs will change over time. Improving digital experiences in financial services should never be a stagnant goal. Monitor how customers react to your digital solutions and share the data with your fintech partners. From there, refine the customer experience together to improve engagement, increase loyalty and drive growth.

    Are your employees on board? For any fintech partnership to succeed, a bank will need its employees on board, especially those in customer-facing roles. These employees will be the ones educating customers about new tools and sharing the value of digital experience-enabling investments, so they need to believe in the power of digital transformation.

    But be wary that new technology might set off alarm bells throughout your organization as many workers regard digitization as a death knell for job security. Combat such misconceptions from the beginning of the planning process by educating employees on how digital solutions will help create better customer experiences. Collaborate with fintech partners to develop workshops that clearly demonstrate how technology will support, not eliminate, jobs.

    The future of financial services is digital. As consumers continue demanding better digital experiences, can your organization meet them with virtual access and convenience to leave a lasting impression? Bank-fintech partnerships based on clarity, transparency and value can help ensure the answer is always yes.

    This article was originally published on BAI Banking Strategies.

    The ice is melting and that can only mean one thing for those in the real estate business – spring buying season has arrived! Spring has long been a time for high inventory, but economic conditions make 2022 unique and perhaps more competitive than ever. And it’s not just buyers competing for homes, mortgage lenders need to work hard to stay competitive in a marketplace where everyone is feeling the heat.

    As we look to this year’s spring buying season, we see a two key factors impacting the marketplace:

    Supply is low and prices are up

    Prices are wild out there. Existing housing inventory remains historically low and supply chain challenges continue to put the squeeze on new home construction. With low supply, comes high demand and even higher prices. In fact, Zillow projects year-over-year rate of home price growth to peak at 21.6% in May.

    Rates are rising

    Despite some news-driven, short-term drops, mortgage rates are trending upward. After two years of historically low rates, with the Fed signaling, most predict rates will climb to around 4% this year. While still low, with rates rising, we could see buyers moving to lock-in at a lower rate.

    In an environment where MLOs can’t offer bargain-basement rates any longer, how do they stand out from the lending crowd? It’s about relationships. And the best way for a mortgage loan officer to stay in touch is social media.

    How important is staying top of mind with prospects? Consider this: 77% of borrowers move forward with the first lender they speak to when they’re looking for a loan. Showing up a prospect or existing clients’ social media feed can not only build trust, it can help MLOs close more deals.

    If you’re looking to make the most of social media at your mortgage institution, check out our guidebook, A Guide to Helping Mortgage Loan Officers Achieve Success with Social Media Marketing.

    Temps are soon to be on the rise, and so are interest rates. Combined with a hopeful end to the pandemic, the spring 2022 real estate market is hotter than ever. Mortgage loan officers are reaping the rewards of the fast-moving market, but they’re also seeing fierce competition. 

    So how does a loan officer stand out and catch the attention of homebuyers? Social media is the answer. Social media has already become an essential part of the mortgage lending business and consumers expect technology to be part of the homebuying process too. 

    Now is the time for financial institutions to unlock the power of loan officers on social media. Here’s where to start: 

    1. ACTIVATE LOAN OFFICERS ON SOCIAL MEDIA. Social is all about human connections and audiences pay more attention to individual people on social media than to brands. That’s why a social selling approach, in which individual loan officers share branded messages on their own social media profiles, is essential. Marketers might bristle at the idea of loan officers posting, but the right tools can keep individual postings on strategy, on brand and in compliance.
    1. DRIVE INTEREST WITH PAID SOCIAL MEDIA. We all remember the early days of social media when good organic content was all it took to breakthrough, but the platforms and algorithms have changed -- and your strategy should too. Luckily social media advertising is low budget and high return. Whether it’s proximity-based ads or amplifying posts from your loan officers, paid advertising can ensure your content is served to the right people at the right time.
    1. USE CONTENT TO EDUCATE AND ENGAGE. Your institution’s content is an opportunity for your loan officers to establish trust through social media. Arm them with articles, guidebooks, blog posts, and more to help educate audiences on the unique opportunities in today’s market and how they can save a lot of money.
    1. DRIVE CONVERSIONS WITH A POST-CLICK EXPERIENCE. Don’t create a digital dead end on social media. Instead, build landing pages on your website to correspond with each of your social campaigns and create forms to capture followers’ contact information in exchange for a download. This arms your loan officers with interested leads and the details they need to take the next step.
    2. MEASURE AND ANALYZE PERFORMANCE. Pay attention to how your content is performing. Make note of what grabs attention and engagement from your audience, and don't be afraid to change your content strategy based on what you observe. Give loan officers feedback on their network activity.

    With these strategies social media can help your loan officers stand out and stay competitive. Overwhelmed? Tools from Denim Social can help mortgage marketers maximize efficiency and stay compliant.



    Digital banking is here to stay. In one 2021 survey, 84 percent of banking customers polled said they plan to maintain the same level of digital banking services even after the pandemic subsides. This is both a challenge and an opportunity for traditional banks.

    Though many bank leaders have likely eagerly awaited a strong return to the in-person branch model, the time has come to accept and adapt to the digital future of banking. The good news is that the key differentiating factor for traditional banks remains the same: human relationships with customers.

    The challenge is that maintaining strong relationships in a digital environment can be difficult for traditional banks. And without strong anchoring relationships, banks miss out on valuable cross-selling opportunities and lose customers to competitors that offer better digital services. Customer defection can be costly, as it’s five to 25 times more expensive to acquire than retain customers—but increasing customer retention rates by a mere 5 percent can boost profits by 25 to 95 percent.

    Banks that turn their focus toward strengthening digital customer experience can solidify relationships for the long term, secure more business with new and existing customers, and thrive well into the future.

    How to create exceptional digital customer experience for the long haul

    A recent study of the pandemic and ensuing digital acceleration in banking revealed two primary challenges for banks in delivering high-quality digital experiences: First, traditional banks tend to struggle to design meaningful and emotional experiences in digital ways. Second, they struggle to deliver those experiences impactfully due to internal and external digital transformation hurdles.

    With these two challenges in mind, bank marketers can lead their organizations to success by first focusing on their teams’ willingness to evolve and openness to the larger concepts of digital transformation. Without widespread buy-in, even a million of the fanciest bells and whistles on the market won’t help a bank evolve to meet and exceed consumers’ digital expectations.

    Marketers must ensure an overall understanding of these four digital transformation initiatives and how they can help improve digital customer experiences and strengthen human relationships:

    1. Continual tool improvement and refinement. Most financial institutions likely accelerated the pace of their digital transformations when they could no longer meet with customers face-to-face. As in-person opportunities return, however, your team shouldn’t lose digital momentum. In fact, the primary goal behind digital transformation for 79 percent of respondents in one 2019 survey was to improve customer experience. You can’t improve experiences without continuous transformation efforts.

    Gather data to show how customers are using your digital tools and continually evaluate how to improve your tools to create better and better experiences. Seeking strong and strategic partnerships with fintech vendors is an excellent way to stay on top of the latest innovations in technology and continue providing the best digital services.

    2. Optimal onboarding. Your team and fintech partners might put a lot of time, money, and effort into building new and impressive digital widgets—but if your customers don’t know how to use them, they won’t bring any value. That’s why part of any bank’s digital transformation strategy should involve onboarding customers to ensure the adoption and use of new digital services.

    If new account openers don’t engage within the first month of opening an account, they likely never will. Encourage frequent and continued engagement by clearly demonstrating the value customers can find in your digital services and tools. Provide convenient and accessible customer support to keep the value stream flowing without interruption.

    3. Transferring relationships to digital. Preserving human connections in the virtual world can be a challenge for banks accustomed to old ways, but with the right approach, digitization can actually help banks build and maintain stronger relationships. That’s why, even before the pandemic, 72 percent of business leaders who responded to Harvard Business Review Analytics Services researchers said they expected the digital shift to create closer relationships with customers.

    Take social media as one example. With an active social media presence, loan officers can keep up with past customers and even get new prospects’ attention. And with the right social media management tools, marketers can help loan officers pull off social selling campaigns at scale. Ensure that customers also have a direct line to access employees who can facilitate customer service so that they always have a resource to answer questions and guide them along the digital journey without a hitch.

    4. Constant value with content and data. The more value a financial institution can offer, the less likely customer defection will be. Provide useful information to customers through frequent social media content, blog posts, landing pages and more. Use targeting strategies such as paid social media advertising and create personalized content based on data. The more relevant the information is to your customers’ specific needs, the more valuable it will be. Personalize landing pages and gate information behind contact submission forms. When visitors exchange their contact information for the content they need, you can reach out directly to primed leads to continue the conversation with human-to-human touchpoints.

    No matter the state of the pandemic or brick-and-mortar banks, strong customer sentiment around digital banking is unlikely to wane. In fact, consumers are likely to expect better and better digital experiences from financial institutions as technology becomes an even bigger part of everyday life. Traditional banks that focus on creating exceptional digital customer experience based on human connection will thrive.

    This article was originally published on ABA Bank Marketing.

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    February 15, 2022

    Valuable Fintech Partnerships Need Great Customer Success Teams

    By
    Denim Social

    Financial institutions face a number of hurdles in digital marketing, including lack of digital-first strategy, higher brand purpose, and the tendency to “dabble in digital.” Social media compliance for financial institutions is also a pressing issue, with the nuances of regulatory constraints demanding strict scrutiny over all electronic communication.

    But unless a financial institution has significant scale, it’s unlikely to have the in-house talent and resources needed to build successful digital marketing strategies and solutions from the ground up. Instead, financial institutions need qualified and attentive fintech partners who understand their challenges and bring pointed solutions to their problems. According to a recent Cornerstone Advisors report, however, many aren’t succeeding in finding such partners. The report predicts that financial institution boards will soon tire of not seeing adequate results from fintech vendors. So what’s the problem?

    As The Financial Brand article linked above noted, financial marketers at organizations of all sizes “crave assistance” to help them navigate problems and achieve successful digital marketing strategies. They need fintechs with dedicated customer success teams to offer specific expertise and a customized approach to reach their digital marketing goals.  

    Ensuring Digital Marketing Success in the Banking Industry

    Denim Social’s approach is consultative and collaborative from the start. Our customer success team works with every partner to create unique pathways to success, and our platform itself was designed from the ground up to meet a specific need for compliance in the heavily regulated financial services industry.  

    With the following steps, Denim Social tailors service to help each client develop successful digital marketing strategies:

    1. Customize onboarding and workflow setups.

    Onboarding is an important part of starting any new relationship with a vendor. To help you reach your goals, your partner must first thoroughly understand what those goals are and the pain points that prevent you from reaching them. At Denim Social, our customer success team digs in to understand each client’s unique goals and challenges.

    Financial institutions also have different workflows and processes to account for with digital marketing software. For example, those in charge of signing off on social media posts before they go live could vary greatly from one organization to another. Denim Social’s platform allows clients to build automated approval workflows to ensure every post is compliant and aligned with brand messaging before it goes live, and our customer success team helps customize those workflows to get in front of exactly the right people at the right time.  

    2. Drive software adoption across the organization.

    If employees don’t use new software, there’s little chance your financial institution will see a high return on your technology investment. One of the most critical pieces of the software adoption puzzle is earning buy-in from employees. Denim Social helps marketers learn how to communicate the “what’s in it for me” knowledge to help get and keep teams on board to use new tools. We provide messaging, emails, tool kits, and more to drive software adoption within financial institutions.

    3. Evaluate performance and strategy consistently.

    Financial institution leaders need to know how their digital marketing strategies compare to competing institutions, so they require consistent performance evaluation and strategy consultation based on analytics. Regularly scheduled executive business reviews that go over all the metrics tied to their success plan and guidance working toward those outcomes are a must.

    At Denim Social, our experts help financial institutions identify strategies to arrive at stated priorities, provide best practices for executing on goals, and offer industry-relevant comparisons to get a read on the business landscape. All of that is backed by performance analytics.

    4. Provide training for the whole team.

    Social selling, or the practice of having loan officers, financial advisors, and other employees connect with audiences through their own professional social media accounts, is an excellent way to humanize financial brands and expand reach. But it does require training these employees on how to work with your marketing team to develop and share posts. Digital marketing fintech platforms can make this collaboration easier, but not without properly setting employees up for success first.

    That’s why Denim Social’s customer success team is dedicated to training your people to succeed on the platform. For smaller clients, we can provide this training directly to employees. For larger enterprise clients, we can educate leaders on how to hold trainings within their own teams. We also just launched our Academy to help marketers get certified on the platform and share that knowledge throughout their organizations.

    5. Curate custom content.

    Even with proper training on digital marketing platforms, curating the right content to share can still be an intimidating part for marketing teams and employees. What information are your customers looking for? What will pique their interest and drive them to connect further with your brand?

    At Denim Social, our dedicated team builds in-depth and ongoing relationships with clients to understand what content is most important to them and resonates best with their audiences. Our platform also integrates with UpContent, a content curation industry leader, to add relevant articles from trusted third-party sources to client content libraries. This way, marketers or employees are never empty-handed when it comes to valuable content.

    The rise of fintech is impossible to deny, but not every fintech partnership will be an asset to your company. Seek vendors like Denim Social that dig in to understand your needs, customize solutions, and track progress along the way. To learn more about our customer success team and consultative approach, get in touch today.

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

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

    Check out the video below:

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

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

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

    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.

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

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

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

    How to Create Effective Campaigns to Reach Your Target Audience

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

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

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

    3 Steps for Finding and Reaching Your Most Profitable Audience

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

    1. Start with your Core Audience.

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

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

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

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

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

    3. Disrupt your competition with Lookalike Audiences.

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

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

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

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

    For financial services to successfully connect with their customers on social media, authenticity is essential. It is more important than ever for customers to feel genuinely connected to brands, and brands should stay true to their values and communicate in a way that is welcoming and personal. Customers support businesses that resonate on social media, and authenticity is key to strengthening that brand-customer relationship. Leading with a personalized approach on social media is the perfect opportunity to be a source of trust and reliability for financial customers. How can banks, mortgage offices, wealth management firms, and insurance agencies incorporate authenticity into their strategy? Start with these approaches: 

    1. Rely on user-generated content. User generated content is 12x more trusted than product descriptions, and brands see a 25% increase in conversion with organic images versus overly-curated ones. Through social selling, financial institutions can look to their own employees and customers to help produce authentic content to support the brand. Consider how you can activate your employees to engage in social selling, and leverage customer relationships to provide testimonials, user experiences, and more. 
    1. Incorporate video content into your mix. To meet customers where they are, it’s essential to use video as a tool in your social media strategy. With younger generations spending up to 4 hours per day on social networks, video is only going to grow in popularity. With video, customers can see for themselves what a business does every day, giving them a visualization to connect with. To make it more authentic, don’t over-edit and use storytelling to define the brand. Keep it short, though; attention spans on social media are shorter, and marketers only have a couple seconds to capture audiences.
    1. Keep audience experience top of mind. Brand loyalty among consumers continues to decrease given the surplus of choices that digital media and social networks provide. Customers are loyal to brands that they like and that they feel are authentic and care about them. Sixty-one percent of consumers switched business from one brand or provider to another in the past year, demonstrating a need to listen to customers on social networks. Businesses that can listen to customers and translate that into an authentic message or piece of content will see more success than those that push content out for the sake of it.
    1. Always offer value with content. When creating a healthy and balanced marketing mix for social media networks, don’t forget to be mindful of how to engage viewers. This is a great way for a financial brand to be authentic to what it does and how it helps customers. Social media offers endless opportunities to provide brand information, educate through thought leadership, and give insight into company values and missions. Customers want to feel that they are along for the ride with a brand, being welcomed rather than pursued. While content can be fun and entertaining, also remember to add value through content that is practical, useful, and enticing. 

    Customers want real and authentic content on social media, and this presents opportunities for financial services to connect. The best practice is to keep content professional and on brand, but feel free to have fun and show that your organization is keeping up with the times as the industry continues to change and grow. Social media management platforms like Denim Social can help financial institutions to create and publish organically, and gives businesses the ability to manage posts at the brand and user level. The ability to show up and resonate with audiences on social media will be a winning strategy every time. Book a demo to see how publishing can work for you, and check out our existing social media resources for inspiration.  

    At Denim Social, Compliance is our foundation and something we’re thinking about all day every day (and okay, maybe some times the middle of the night). With the return of in-person conferences, we were beyond excited to go to the Super Bowl of compliance and regulation – the 2022 FINRA Annual Conference. A gathering of the industry’s compliance leaders and regulators, the conference was an opportunity to dig into the latest hot topics.

    I saw three big trends every financial marketer should be looking out for:

    Enforcement Is Up. Regulatory bodies are growing headcounts to clear tax backlogs and the expanding oversight teams too. In several presentations and discussions at the conference, we heard about the regulators’ desire to recapture violation revenue. A higher degree of oversight and more staffing resources means that financial institutions need to be prepared for enforcement. Time to expand the Panic Room. In practical terms, institutions should be investing in tech that will programmatically enforce compliance.

    Headcount Is Down. Like so many other industries right now, headcount is a challenge for wealth advisory firms. While they may be losing advisors to retirement or attrition, firms still need to bring in assets under management. An increased focus on competition for client and asset attraction, many firms may be reallocating resources away from planning and protection, creating risk.

    Diversity, Equity and Inclusion is a Must. Events of the past few years and an increasingly diverse client base, have shined a light on the industry’s need for greater diversity, equity and inclusion. While DEI was once a nice-to-have, it is now essential for the industry. FINRA will support efforts to recruit more diverse professionals to the industry and increase financial literacy among the populations financial institutions serve.

    After attending thought-provoking sessions and speaking with countless professionals at the conference, I see opportunities for financial institutions. Yes, there may be more risk and uncertainty in the atmosphere, but never before has there been such great access to technology to protect brands.

    Feeling concerned about you compliance protection? Learn how Denim Social can help.

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

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

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

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

    Social media marketing strategy for cross-selling in banking

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

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

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

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

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

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

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

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

    This article was originally published in ABA Bank Marketing.

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