October 5, 2021

Webinar: Elevate Your Social Strategy With Advertising

Did you know that 50% of Instagram users become more interested in a brand when they see an ad for it? Brands are using social media advertising to drive awareness for their products and services among highly targeted audiences -- and they’re hitting business goals doing it. Want to learn how to get started with social media advertising? Watch our webinar “Elevate Your Social Strategy with Paid Advertising”  to find out how to easily get started with social media ads.

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LEARN
October 5, 2021

Webinar: Elevate Your Social Strategy With Advertising

Did you know that 50% of Instagram users become more interested in a brand when they see an ad for it? Brands are using social media advertising to drive awareness for their products and services among highly targeted audiences -- and they’re hitting business goals doing it. Want to learn how to get started with social media advertising? Watch our webinar “Elevate Your Social Strategy with Paid Advertising”  to find out how to easily get started with social media ads.

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SIMILAR POSTS:

In an environment that is increasingly digital, home lending is a golden opportunity to build customer relationships that span decades. Maintaining human connection doesn’t require lenders to turn their backs on tech; in fact, the right tech can help deliver a more personalized experience for borrowers. In this webinar with Sales Boomerang, we talk with industry leaders about humanizing the mortgage customer experience by using technology to curate content and create opportunities that are highly valuable, relevant, and timely.



If you want your business' content to reach consumers, having a presence on Instagram is a given. It is, after all, the second most popular social media platform behind Facebook. But to make the most of your Instagram Page -- to attract and engage visitors, drive them to your website, and convert them into leads (and, eventually, customers) -- you need to optimize your Instagram presence. Get all the info you need to get started with Instagram fundamentals.

Many financial services marketers view social media marketing strategies in two separate buckets: organic versus paid social media. Marketers who adopted social media strategies years ago likely saw great achievement from organic posts. Way back when, brands certainly could create viral posts with just high-quality, valuable content, but the changing algorithms on social media platforms mean that strategy is no longer viable today. As platforms have made branded content less visible, organic social media strategies have become less and less effective on their own.

That’s where paid social media marketing comes in. With paid ads come many options for targeting specific audiences and getting in front of the right people at exactly the right time on social media. Many financial services marketers, however, have not yet realized the loss in organic impact. Others have felt too overwhelmed by all the options of paid advertising. With no idea where to start, many have not yet started paid strategies at all. Or those who've started have simply tacked on some paid ads without fully considering how it can work in tandem with organic to achieve greater visibility, higher conversion rates, and ultimately better customer relationships.

It’s time for financial services marketers to drop the “organic versus paid social media” mindset and instead realize that the social media strategies with the most impact are a strategic combination of the two. Organic and paid are complementary, not competitive. Organic social media builds your brand’s online presence and establishes your reputation, and paid helps your content break through the noise and get in front of the right audiences.

To combine paid and organic for the highest-impact social media strategy, follow these steps:

1. Supercharge your organic strategy with your employees.

Employees are your ticket for creating a strong organic foundation on social media. Not only do branded posts from employees drive higher reach and engagement, but they also help build trust and humanize the brand.

Employees should focus on building relationships without an agenda by sharing valuable content and engaging in helpful ways rather than promoting products and services. Of course, financial service marketers must ensure that every employee post and engagement is compliant and within brand guidelines. Monitoring every employees’ activity on social media can sound like a tall order, but the right social media management tools can make oversight at scale much simpler. Denim Social, for example, offers automated approval workflows so marketers and compliance teams can be sure no post ever goes live without proper sign-off.

2. Create budget space for paid advertising.

For organizations that have long been aboard the organic-only train, focusing more time and resources into paid strategies might take some internal advocacy. To start, marketers need to dispel the idea among leadership teams that organic-only strategies should be successful. The truth is, platforms change regularly and make it increasingly difficult to get in front of the right people. In today’s social media marketing landscape, you simply need paid effort to break through.

Financial services leaders likely already understand the value in social for humanizing the brand and building relationships, especially if organic strategies showed a lot of promise in the early days of social media marketing. Now, it’s up to marketers to do their research and educate their teams on how the landscape has changed. Investing in paid social media is imperative for financial institutions that want to continue seeing returns on their social media efforts.

3. Use software to scale paid efforts.

Running multiple paid social media campaigns from the brand, branch, and associate levels is a valuable strategy, but it can certainly be overwhelming. It’s simply more data than any one person, or any small team, can keep track of.

Fortunately, tools exist to help streamline the process. The Denim Social platform offers a proprietary social media advertising manager tool that can optimize your ads across different platforms. It also compiles campaign information into one centralized location, so it’s easy to see and manage your brand, locations, and advisors all from one place. What’s more, the platform offers advanced targeting capabilities with audience features that enable you to build different segments based on digital and social behaviors for each campaign. For example, you could target a “Mortgage 101” campaign to customers who have frequently viewed content for first-time homebuyers.

4. Think beyond the ad.

So you’ve set a strong organic social media foundation, and you’ve taken paid social media live. What happens now? Focus on driving conversions by using organic posts and ads to lead audiences to specific destinations. Create landing pages on your website and link to them from branded social posts.

Landing pages can hold valuable content for each social media campaign you’re working on. In the mortgage example above, for instance, your landing page could house a step-by-step guide to securing your first mortgage. When visitors come to that landing page, they should be prompted to enter their name and email address into a form field to receive the guide download. That way, visitors get valuable content specific to their needs, and your sales team has all the information they need for further outreach.

When you’re running multiple campaigns, creating a landing page for each one can seem like an overwhelming amount of work, especially considering that most financial services marketers probably don’t have deep experience building and designing web pages. Again, the right tools can make it easy. Denim’s software allows marketers to create customized landing pages at scale with zero web design experience required. The platform allows users to simply drag and drop elements into premade templates for each campaign.

Remember: The question is not, “Should we have an organic social media strategy or a paid one?” It’s time to ask instead, “How can we combine organic social media with paid advertising to increase the impact of our strategy?” Get in touch with Denim Social today to see how our social media management tools can help.

As mortgage rates remain historically low and demand surges, lenders have major opportunities to bring in more business. But a hot market, of course, also means vastly increased competition.

Not only are other financial institutions trying to capitalize on the high demand, but non-depository originators are on the prowl more than ever. Already they have doubled their share in the U.S. market from 25% to 50% in the past ten years, according to McKinsey. In addition, direct-to-consumer originations account for more than one-quarter of the market.

Clearly mortgage lenders can use all the help they can get to stand out in a fast-paced and crowded marketplace. Financial marketers can provide help by focusing their efforts on digital mortgage marketing strategies. Let’s look at five that have the most potential to drive new business.

1. Not Just Mobile, the Right Kind of Mobile

As consumers have spent the last year communicating and doing business digitally amid stay-at-home and social distancing guidelines, they have come to expect a seamless, convenient digital experience more than ever. Even before the pandemic, borrowers preferred mobile options when offered 78% of the time, an Ellie Mae survey found.

Now, consumers expect to engage with their financial institutions through their smartphones to do everything from open accounts to submit mortgage applications. If you haven’t already invested in a convenient mobile lending app, this would be a good time!

But invest carefully. You want technology that allows mobile digital document uploads, automated quality assurance, and application data pre-fill using internal and external APIs. These advanced mobile offerings will soon be table stakes as lenders see the benefit in speeding up sales cycles and decreasing costs.

2. Chat Is Essential, But Must Be Compliant

Research shows that Millennials and Gen Xers are three times likelier than Baby Boomers to communicate with their lenders often through online chat. This is a significant factor because Millennials are currently the largest homebuying cohort and Gen Xers are the highest-earning homebuyers, according to data from the National Association of Realtors. Loan officers should meet them where they are with direct message marketing.

Of course, direct messaging online does present compliance concerns. Regulations around electronic communications abound, and financial institutions must have the right protocols and tools in place to guarantee messaging stays compliant.

Social media management software can automate approval processes so that no message goes through without getting proper sign-off from compliance and marketing personnel first.

Marketers should also work with compliance teams to develop a thorough, easily accessible electronic communication policy so that loan officers never have to guess whether their messaging is compliant.

3. When Used Correctly, Social Gives Traditional Lenders an Edge

When loan officers post branded content on their own social media channels, they can achieve greater reach and engagement than the brand profile alone. Audiences relate more to actual people than to brand names, so this approach can help humanize your institution and set a foundation for strong relationship-building. As digital direct lenders become more competitive, the human element is a strong differentiator for loan officers today.

What loan officers share matters, however. They shouldn’t be posting promotional messaging about your lender’s products and services — that won’t do much to build relationships. But sharing content that highlights their expertise, helps educate consumers on relevant topics and provides real value is effective.

4. Boost Your Social Strategy With Paid Advertising

While organic posting helps set a foundation for trust and thought leadership, social media platforms have updated their algorithms in recent years to limit the visibility of brand-related posts. Putting some budget behind a paid social media strategy, however, can help you reach the right audiences at exactly the right time.

In addition, the advanced targeting capabilities of paid social media marketing allow you to pinpoint exactly who you want your ad to land with, which ensures that the time you and your loan officers put into social media pays off.

5. How to Drive Up Your Conversions

Don’t let the customer experience stop at a social media post. To convert social page views into leads, include a path for consumers to engage further with you. Create landing pages on your website for each target audience in order to deliver more relevant and valuable content to the people who need it most.

Loan officers can include links to relevant landing pages in their social posts, and viewers can navigate to those pages where they’ll be prompted to enter their name and email address to receive a valuable piece of content — a “Mortgage 101 Guidebook,” for example. This way, consumers get helpful and targeted information, you get contact information for primed leads, and you can pass on more tangible opportunities to your loan officers.

This article was originally published on The Financial Brand.

Temps may be on the rise, but interest rates are still historically low. Combined with vaccine-fueled reopenings, the spring 2021 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. 

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.



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GUIDES

Webinar: Elevate Your Social Strategy With Advertising

Did you know that 50% of Instagram users become more interested in a brand when they see an ad for it? Brands are using social media advertising to drive awareness for their products and services among highly targeted audiences -- and they’re hitting business goals doing it. Want to learn how to get started with social media advertising? Watch our webinar “Elevate Your Social Strategy with Paid Advertising”  to find out how to easily get started with social media ads.

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

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

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

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

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

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

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

Every Mortgage Marketer Should Ask Themselves

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

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

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

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

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

Read this guide if you’re asking yourself:

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

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

How 6 Financial Marketers Are Creating Value in Social Media

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

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

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

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

Enjoy!

ABA Study: The Current State of Social Media

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

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • Download this guidebook to learn how marketers are using social media to:

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

    Every Financial Services Marketer Should Ask Themselves

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

    Stronger Customer Relationships on Instagram

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

    COVID-19 & Bank Social Media

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

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

    GUIDES

    Webinar: Elevate Your Social Strategy With Advertising

    Did you know that 50% of Instagram users become more interested in a brand when they see an ad for it? Brands are using social media advertising to drive awareness for their products and services among highly targeted audiences -- and they’re hitting business goals doing it. Want to learn how to get started with social media advertising? Watch our webinar “Elevate Your Social Strategy with Paid Advertising”  to find out how to easily get started with social media ads.

    Download the Guide

    Thank you! Your submission has been received!
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    Download Guide

    Apply to be benchmarked against the sample data!

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

    *Required
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    ALL GUIDES:

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

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

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

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

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

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

    Every Mortgage Marketer Should Ask Themselves

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

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

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

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

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

    Read this guide if you’re asking yourself:

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

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

    How 6 Financial Marketers Are Creating Value in Social Media

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

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

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

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

    Enjoy!

    ABA Study: The Current State of Social Media

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

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • Download this guidebook to learn how marketers are using social media to:

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

    Every Financial Services Marketer Should Ask Themselves

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

    Stronger Customer Relationships on Instagram

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

    COVID-19 & Bank Social Media

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

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

    RESOURCES

    NEWS
    October 5, 2021

    Webinar: Elevate Your Social Strategy With Advertising

    Did you know that 50% of Instagram users become more interested in a brand when they see an ad for it? Brands are using social media advertising to drive awareness for their products and services among highly targeted audiences -- and they’re hitting business goals doing it. Want to learn how to get started with social media advertising? Watch our webinar “Elevate Your Social Strategy with Paid Advertising”  to find out how to easily get started with social media ads.

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

    In an environment that is increasingly digital, home lending is a golden opportunity to build customer relationships that span decades. Maintaining human connection doesn’t require lenders to turn their backs on tech; in fact, the right tech can help deliver a more personalized experience for borrowers. In this webinar with Sales Boomerang, we talk with industry leaders about humanizing the mortgage customer experience by using technology to curate content and create opportunities that are highly valuable, relevant, and timely.



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

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

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

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

    1. Curated Content for Social Media

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

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

    2. Social Media Compliance Tools

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

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

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

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

    4. Accurate, Data-Driven Results

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


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

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

    If you want your business' content to reach consumers, having a presence on Instagram is a given. It is, after all, the second most popular social media platform behind Facebook. But to make the most of your Instagram Page -- to attract and engage visitors, drive them to your website, and convert them into leads (and, eventually, customers) -- you need to optimize your Instagram presence. Get all the info you need to get started with Instagram fundamentals.

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

    Download the infographic

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


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

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

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

    The Best Social Media Platforms for Marketing Financial Services

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

    Facebook: The first social stop for financial services providers

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

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

    LinkedIn: A winning social avenue for smaller financial services organizations

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

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

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

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

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

    Instagram: The unsung social media platform for financial brands

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

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

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

    Best Practices Across All Platforms

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

    1. Audit your posts for self-promotion.

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

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

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

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

    2. Practice strategic linking.

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

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

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

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

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

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

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

    How to Increase Engagement With Decreased Self-Promotion on Financial Institution Social Media Pages

    If your financial institution’s social media pages consist primarily of posts that directly promote your business, products, and services, it’s time to rethink your strategy. Social media should not be a one-way channel for self-promotion like a billboard or radio advertisement. Nearly half of social media users will unfollow a brand if they do too much self-promotion on social media, and only 19% trust social media advertisements.

    Still, about 30% of all posts on financial institution social media pages are about the companies themselves. It’s time for banks, insurance companies, and other financial services companies to recognize that social media engagement is built through maintaining two-way communication. Posts that provide real value to prospects and customers will start that dialogue.

    Ask, “What will a follower get out of this post?” If you can’t easily identify the value, it’s likely too promotional.Here’s how you can shift the focus:

    1. Use employees as your delivery channel.

    Followers are more likely to engage with an actual human than a big brand name. Let your employees carry the voice of the brand on social media by sharing brand-related content on their own profiles with their own networks. With larger networks and more engagement opportunities, employees can expand the brand’s reach exponentially. What’s more, putting real human faces behind the brand voice can humanize the brand and help build more trust with followers.

    In the example below, loan officer Andrea Kling posted an informative video about preapproval letters from her personalFacebook profile to share with her networks. The valuable resource opens opportunities for engagement without screaming the company name. Users who want to know more can simply leave a comment or send Andrea a message.

    2. Share educational content.

    Another key aspect of Andrea’s post is that it provides education to the reader. In a survey of more than 1,000 American adults, 25% said they had no one to turn to for financial advice. When a financial services company and its employees share relevant education resources, they establish themselves as go-to sources for guidance —establishing their expertise and building trust through social media at the same time.

    Commerce Bank exemplified this well in their post during graduation season by sharing an article about financial tips for new graduates. The bank saw an educational opportunity for a specific audience and addressed it with a helpful, relevant resource.

    3. Include links in promotional posts.

    Some posts will be inherently promotional, even when you are providing educational content. The key is to ensure there is still value for readers, and an excellent way to do that is with strategic linking. Include links in your social posts that lead readers back to places on your website where they can get more of the information they need.

    Look at how AnnieMac Home Mortgage shared a link to a construction loan guide on its Facebook Page. The post explains a bit of the value of construction loans in one sentence, then includes a call to action for the reader to follow the link to read more. The link goes to a helpful guidebook on construction home loans. 

    When considering your linking strategy, landing pages are also an excellent move. These pages house valuable resources, such as the construction loan guidebook, behind an information request form. Visitors submit their name and email address to receive the download, and you get their contact information right in your hands. Then, you can engage in targeted outreach to prospects you know are already interested in the service.

    A solid social media strategy for financial services balances promotion with value. Put the human element front and center, focus on educating your followers, and develop a strategic linking strategy to limit self-promotion and prioritize the needs of your audience. For more information on how to shift your focus on social media, download the Denim 2020 Benchmark report.

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    October 5, 2021

    Webinar: Elevate Your Social Strategy With Advertising

    Did you know that 50% of Instagram users become more interested in a brand when they see an ad for it? Brands are using social media advertising to drive awareness for their products and services among highly targeted audiences -- and they’re hitting business goals doing it. Want to learn how to get started with social media advertising? Watch our webinar “Elevate Your Social Strategy with Paid Advertising”  to find out how to easily get started with social media ads.

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    In an environment that is increasingly digital, home lending is a golden opportunity to build customer relationships that span decades. Maintaining human connection doesn’t require lenders to turn their backs on tech; in fact, the right tech can help deliver a more personalized experience for borrowers. In this webinar with Sales Boomerang, we talk with industry leaders about humanizing the mortgage customer experience by using technology to curate content and create opportunities that are highly valuable, relevant, and timely.



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

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

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

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

    1. Curated Content for Social Media

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

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

    2. Social Media Compliance Tools

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

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

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

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

    4. Accurate, Data-Driven Results

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


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

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

    Did you know that 50% of Instagram users become more interested in a brand when they see an ad for it? Brands are using social media advertising to drive awareness for their products and services among highly targeted audiences -- and they’re hitting business goals doing it. Want to learn how to get started with social media advertising? Watch our webinar “Elevate Your Social Strategy with Paid Advertising”  to find out how to easily get started with social media ads.

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

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

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

    1. Put the human element front and center

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

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

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

    2. Create digital pathways to human interactions

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

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

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

    3. Focus on customer retention just as much as acquisition

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

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

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

    This was originally published on ABA Bank Marketing.

    If you want your business' content to reach consumers, having a presence on Instagram is a given. It is, after all, the second most popular social media platform behind Facebook. But to make the most of your Instagram Page -- to attract and engage visitors, drive them to your website, and convert them into leads (and, eventually, customers) -- you need to optimize your Instagram presence. Get all the info you need to get started with Instagram fundamentals.

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

    Download the infographic

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


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