Get Personal: Strategies for Targeting Bank and Credit Union Customers Online
Calling all financial services marketers! We’ve teamed up with digital marketing agency, Boston Interactive for a three-part blog series discussing website personalization and the impact of providing your customers with targeted, one-to-one content. Stay tuned to learn the benefits, techniques and tools for developing a digital presence that builds deeper connections with key audiences and supports the overall success of your financial institution.
Part 2: A Wealth of Opportunity
You’ve seen the statistics, you’ve read the case studies and now you’re ready to implement personalization as part of your web marketing strategy. So where do you start? When it comes to delivering one-to-one experiences across your bank or credit union website, it’s all about finding the right techniques to show your visitors it’s all about them.
Many banks and credit unions today possess two major web properties: a public marketing website and an online banking platform. The content of a public facing website is usually managed by an internal team while the online banking application is typically run through a third party application. With all customer information being hosted within the third party app, this structure alone provides only your current customers with a personalized web experience. Don’t let the challenge of separate web entities prevent your marketing website from delivering one-to-one messaging to each of your diverse audiences.
From implicit to explicit and prescriptive to adaptive, there are many types of personalization utilized across the web. The following three techniques have been shown to achieve impactful results within the financial services industry:
- Location-Based: Utilizing the power of technology, today we are able to identify the country, state and city from which a user is accessing your website. Having access to this geolocation data opens the door to targeting specific audiences based on where they are in the world (geotargeting). For credit unions and banks, location-based personalization offers an effective, non-invasive way to build deeper connections with audiences. By knowing a user’s location, for example, you can determine your nearest branch to them and offer specific content such as address, phone number and hours.
- Keyword-Based:If someone searches for “auto loan quotes” on Google and is directed to your company through a paid ad, it’s the responsibility of your website to convince the user that they have landed in the right place. This is achieved by immediately serving up content that is both relevant and specific to the subject of their search, a process known as keyword-based personalization. This technique not only highlights your institution’s specialized services, but showcases your commitment to fulfilling the user’s need. The outcome is a more streamlined customer experience that guides users to engage with your brand by driving customer acquisition.
- Lead Scoring: Lead scoring is the practice of assigning a rank to website visitors in order to assess their value in the sales cycle and accelerate leads. To get started with lead scoring, a financial institution must first define the steps their website users take in the process of converting from first time visitor to lifelong customer. Having an understanding of this funnel enables you to map out a customized digital experience that builds relationships over time by providing targeted, relevant content. For example, if a prospective customer visits your website and downloads a ‘First-Time Home Buyers Guide,’ you can assume that they are interested in learning about your mortgage solutions and through the power of personalization, serve them relevant content. This includes possibly changing your homepage banner to showcase current home loan rates or altering key calls to action to encourage the user contact a loan office.
As with any digital marketing strategy, measuring the true success of the engagement requires a continuous cycle of measurement, analysis and optimization. Learn how to develop Key Performance Indicators (KPIs) to assess your personalization strategy in next week’s post from Boston Interactive, Part 3: Results You Can Bank On.
As Account Director at Boston Interactive, Jeff works with clients to manage and execute digital properties from strategy through all phases of design, development and deployment. He has worked on interactive projects for credit unions and banks and has extensive experience working on the client side for financial institutions as well. Outside the office, Jeff can be found on the golf course, or running after his two kids on a South Shore beach.