Target the Consumer Journey with a Digital-First Marketing Strategy

As I discussed in the last post, building a digital-first marketing strategy requires the marketer to understand the consumer journey for EACH persona and for EACH product or service they offer. Too many banking consumer surveys focus on channel usage in generic ways,...

A Digital-First Marketing Strategy is Not Digital-Only Marketing

When I work with clients to develop a digital marketing strategy, I view it as an opportunity for the client to look at all of their marketing with a digital “lens.” This is not because I believe digital is the best or only marketing channel, but because I believe...

Using SEO as a Force for User Advocacy

When you have determined what search terms and topics your customers generally use, you have some insight into what they look for. Take that a step further to consider what those terms have in common to ask why they are looking and how your product or service meets...

Are You Posting Click Bait? How To Tell and To Stop Doing It.

We all want visitors to our website, but not all methods of attracting them are equal. One method that is sure to hurt your business is using article titles and summaries that generate interest in search engines and on social media but then fails to deliver what the...

Fintech Marketing Lessons for Financial Services Marketers

Welcome to 2018! The new year means the same thing for financial technology marketers as it does for financial services marketers — new campaigns to develop and launch, new marketing technology to deploy, and new events to plan and deliver. I’ve worked on both sides...

Misconceptions About Digital Reputation Management

After nearly a year of helping banks and credit unions better manage their brand reputation online, I am still surprised by some of the questions and comments made regarding this increasingly important part of brand management. Planning. Not Controlling. Digital...