Banking on Digital Growth
Banking on Digital Growth

Episode · 1 year ago

15) #ByTheBook: Why Banking On Digital Growth Is a Manifesto

ABOUT THIS EPISODE

Since my book came out, I keep hearing the same question.

Why call it a manifesto?

A manifesto is a public declaration of intent… 

And I intend to transform financial brands’ strategic marketing everywhere. 

In this episode, I explain:

-Why I chose to call my book a “manifesto”

-The 3 people I wanted to help most

-The 12 proclamations to guide your digital growth journey

You can find this interview, and many more, by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

You 're listening to banking on digitalgrowth with James Robert Lay a podcast that impowers financial brand marketingsales and leadership teams to maximize theiir digital growth potential bygenerating ten times more loans and deposits. Today's episode is part ofthe by the book series where James Robert on locks and shares the secretsof Digital Marketing and sale strategies for financial brands fromhis best selling book banking on Digital Growth, the strategic marketingmanifesto to transform financial brands that is now available on Amazon. Let'sget into the shell greetings in Hello, I am James, overtlay and welcome to the fifteenth episode of the Banking Ondigital growthpodcast. Today's episode is part of the by the book series, where I shareinsights for my best selling book banking on Digital Growth, thestrategic marketing manifesto to transform financial brands. I have to tell you wow. The response I have received sincelaunching the book a couple of months ago has been nothing short ofoverwhelming and that's because banking on digital growth hit the number onespot on the Amazon best celler list in five different categories in less thanthirty six hours. But that is not something that I could havedone on my own, in fact, truth be told it was never agoal. It was never a Goldo Rit, a best seller and all of that was made possible because of youbecause of the digital growth community ND, just like it takes a village toraise a child. It really takes a village to write andpublish a book. There are countless...

...people to think for helping me alongthis journey, and this journey has been a journey tohelp other people. Just like you. In fact, there are too many people tobe to begin to name, as I'm afraid that I'd leave someone out by mistake, andI've tried to do my best to follow up with everyone. Personally, that hasreviewed the book that has liked commented shared a the post on socialmedia, since we launched it a couple of months ago when baking on digital growth at thenumber one spot on amazons cells and selling management list. I was really Iwas honored. I was one to be listed alongside some of the my favoriteauthors in their books, including Daniel pinks. His book to sell is humanalong with a book. Many of you guys know which is dodal Miller's storybrand two books. I highly recommend adding to your reading list as we start to lookahead towards twsend and twenty one is both of influenced my thinking over theyears. Speaking of reading list. One of thethe other neat things that has happened since launching banking on digitalgrowth is that the book was recently featured as one of t entrepreneur,magazines, eight books to shift your etrepreneurial perspective, but onceagain that was never part of the plan. I justwanted to help people when I started writing this book. I wanted to help you,and that was my my primary goal when I set down to start writing this book back in May of twsent an nineteen, it was to simply transfer everythingthat I know about digital marketing and sell strategies to not only help you, but to dosomething even more, which is to transform you...

...to help you be even better to help yourteam be even better to help your financial brand be even better and over the past couple of months. Theinsights that I share in banking on digital growth have already helpedthousands of marketing cells and leadership teams t at financial brandsaround the world. In this post coved environment, I have received dozens and dozens and dozens ofmessages of emails like the one from Craig who's, the VP of marketing for alarge financial brand up in the northeastern US CR, craig, rode in andshared and four chapters into banking, adigital growth and I'm finding it extremely and sightful. Thank you forthe publication. It cannot have come at a better time. Well, Craig- and this isreally for everyone. I couldn't have never foreseen lauching a book about digital growth and a post covetworld. I knew what I wrote it. The book was going to be important, but I didn'tknow how important it was going to be because of the environmental changesthat we've seen postcove an. I ALO receive a note from Leon who's, the VP of marketing and trainingfor a financial brand in Mississippi, and I think the neat thing about Leonis the this particular financial brand was founded in eighteen. Eighty eight Leonn wrote what we thought would be aneight ten year. Digital adoption process on the digital journey has beenpushed to the front door of our bank with covet. Our digital journey seemsto be fragmented and in some ways we're making strides in heur efforts. Hecontinues: Email on boarding, new customers, deep dives of data, customerSegmentacian et Cera,...

I'm just frustrated or where to beginto achieve digital growth, get your book over the weekend and he admits I'm in the circle ofchaos. Well, I fill youleon and the story. Youshared reminds me of the story of someone that we helped guide. Few yearsago, I think it's actually been about five years working with Lonnie who's, the senior VP for a bank inWisconsin, and you see when we started with this bank. They were formallyknown as First National First National Bank Wisconsin. They had been inbusiness since eighteen, seventy six NLIKE LEOD's bank. They were stuck inthe circle of chaos that I write about to open up the book banking on DigitalGat. The good news for Lotti, an the first first national team, is that they were able to escape thecircle of chaos and make continued progress along their digital growthjourney, which included, transforming the entire organization an and even theorganizations brand to become what is now known as Fortifi Bank. When I think about Lotti story, when Ithink about Leon Story, this is why I wrote this book. It's also why I didn'thold anything back. I really have shared everything that I know that I'vegained over the last eighteen years of guiding more than five hundred andtwenty financial brands along their digital gowth journeys, and it's funnywhen thinking back over the past couple of months. One of the biggest questionsthat I get asked from people is why why is the book called amanifesto? That's a great question, because bakingon digital growth is a strategic marketing manifesto to transformfinancial brands. When I first started...

...writing this book, I had three peoplethat I wanted to help with the insights I shared inside the first person. Iwrote this manifesto, for was for the financial brand marketer a the financial brand marketer thatfeels frustrated because they really want to prove their value in a digitalworld, but they're just viewed by others as aCosensor, a glorified inhouse cankos or worse. And yes, this has been sharedwith me moltile times the financial brand marketer that feelslike they're, nothing more or viewed by others as nothing more than just kidsthat play with paint and crayons. If this is you, I really feel for you, but I also understand why others viewmarketing in a negative way. Historically speaking, and so I wrotethis book to help the financial brand marketer and really the financial brandmarketing team transform the internal perspective of marketing in the firstplace, technology has transformed our world,and digital has changed the way consumers shot for and buy financialservices forever. Now consumers make purchase decisions long before theywalk into a branch if they walk into a branch at all, but your financial brandstill wants to grow loans and deposits. We get it. Digital growth can feelconfusing, frustrating and overwhelming for any financial brand marketing andsales leader, but it doesn't have to because James Robert wrote the bookthat guides you every step of the way along your digital growth journey visit,www, dot, digital growth docom to get a preview of his best selling bookbanking on digital growth, or order a copy right now for you, and your teamfrom Amazon inside you'll find a...

...strategic marketing manifesto that waswritten to transform financial brands and it is packed full of practicalandprovent insights. You can start using today to confidently generate tentimes more loans and deposits now back to the show, even though that this book is aStrategic Marketing Manifesto, this book is not for marketing alone. That's only one half of the equation,because digital growth is a result of marketing and sales teams working handin hand together. I see the sencon many financial brands during the digitaalgrowth diagnostic studies. We conduct when exploring the internalrelationship between marketing cells, marketing lending marketing andbusiness services. Marketing is mad because these cellsteams, these linning teams, these business services teams, don't doanything with the leads that marketing sends their way, and I'm I'mgeneralizing here and that's theway if marking is sending.These leads at all to begin within the first place and then sells is upsetwith marketing because they complain, marketing isn't sending the right leadswith e get if marketing is sending any leads at all, and a lot of this tensionis due to the lack of clarity and understanding between marketing andsales teams, as more often than not both feel confusedabout marketing and selling in a digital world. Where branches might notexist much longer, particularly post coved, because eighty seven percent ofconsumers start their buying journey for a financial product online. Now I'mnot going to go as far as saying the branch is dead. Just yetthat's not my interest. My interest is looking as a digital anthropologist ofhow people form their buying decisions and thosebuying decisions and those buying...

...journeys start online. Where those buying decisions end upcould really be three places. It could be online, it could be over the phone,it could be in the branch, but the truth of the matter is that the journeyfor buying a financial product begins online, and we have to think about therelationship between marketing in cells and really getting marketing and cellsaligned internally, which is the second person that I wrote this book for whichis the financial brand cells leader or the lone officer, or the businessservice representative. But we're not there just yet, because any long term, cultural ororganizational transformation will die if there's not enough support or buyingan alignment from the top down, and that's why I wrote this manifastofor the financial brandleader or the financial brand executive, strugglingto grow deposits and loans beyond the physical world of branches beyond aphysical world of broadcast marketing, because more often than that they'restuck in a circle of chaos and held back by the four fears that are ritabout in banking, on digital growth. Solet's get back to the originalquestion that I've been getting of. Why a manifesto now that I've explained who I wrotethis strategic marketing manifesto for in the first place, when writing this book back in twosndAd Nineteen May of twenty nineteen, the world was a very different place andthe biggest threats at the time when I was thinking about this were beingdriven by the expinential factor of technology and those threats were whatI would call the two ses, the Changye...

...consumer or the Change Ho consumerdemands and their shopping behaviors being driven by technology withtechnology. Also allowing for the intrance of newcompetitor, so consumers and competitors being the two sees thecompetitors entering the marketplace to meet the Chang in consumer demands. Itreally appeas those shopping behaviors. Well now we have a third see to add tothose changing consumer, behaviors and competitive threats, and that comesfrom the environment with Covet, not once when I was writing this book.Did I ever think something like coved would rock our entire world and force change, forced transformation at boththe macro and the microlevels, like any of us have ever seen before I used tojoke about. You know what a a year this month was now I'm saying what a centurythis year has been and we're only a little over halfway through O tosandand twenty, but I'm grateful to have written this book as a manifesto,because a manifesto is a publish declaration of intentions or views ofan issue that promotes a new idea with prescriptive solutions for carrying outthe required changes that need to be made and for perspective. The wordMenifesto is derived from the Latin word, manifestum, meaning clear orconspicuous in this book. This manifesto is exactlyjust that. It's about clarity and that's my hope that this bookprovides clarity for the financial brand marketingleader for the financial brand calls leader for the...

...the leader on the executive team thatmight feel stuck in the circle of chaos, where they're confused, they'refrustrated they're overwhelmed with all the axvinential changes that wereexperiencing post covet. Clarity is, in fact, the very firststep Ford for a financial brand to take on their digital growth journey, as itis through clarity and really training, training provides clarity. Educationprovides clarity that they become aware of the unknown opportunities availablefor them to create or capture in the future going forward, and it is onlythrough clarity that financial brand marketing cells leadership teams canfinally break free from the circle of chaos, from the confusion from thefrustration from the overwhelm to move forward and make real progress alongtheir journey as it is through clarity, they begin toovercome the fear of the unknown. This is why I wrote the Digital GrowthStrategic Marketing Manifesto, which is comprised of twelveproclamations. Twelve calls to actions. If you will to inspire you to guide you until OP,ultimately, hopefully have you commit to move forward and make progress alongyour own digital growth journey with confidence. So what are these twelveproclamations? What are these twelve calls to actions that I share inbanking on digital growth? You can write these down or just send me an email and I'll I'll reply back to you...

...with something that you can print out and put on your wall to help. Youremember these cost actions, these proclamations tocommit to them in the weeks the months the years to come. So in the manifesto point number one wewill learn from the past to escape the present point number two: We will define adigital growth purpose. Point number: Three: we will empathizewith consumer personas point number: Four: we will positionproducts beyond bullet points, point number: Five: We will escape thedangers of doing digital point number. Six. We will map outdigital consumer journeys. Point Number: Seven: We will maximize marketing technologies. Point Number Eight. We will build a website that sells point Numr nine. We will be the helpful.An empathetic guide. Point number ten weill produce contentthat helps first point number eleven. We will promote content only to guidepeople and, finally, point number twelve. We will prove marketing's valueonce and for all and, as we continue four together onfuture episodes of the by the book series we're going to begin to diveinto each one of these points, because what I want to do is to help you gainclarity, to educate you to empower you to guide you to a bigger, better andbrighter future for yourself, but also...

...for your financial brand until nexttime be well, do good and wash your hands. Thank you for listening to anotherepisode of banking on digital growth with James Robert Lay like what youhear tell a friend about the podcast and leave us a review on apple podcast,Google, podcast or spotify, and subscribe, while you're there to geteven more practical, improven insights. Is it www don digital growth dcom tograb a preview of James Robert's, best selling book banking on digital growth,or order a copy right now for you and your team from Amazon inside you'llfind a strategic marketing and sales blueprint framed around twelve keyareas of focus that empower you to confidently generate ten times moreloans and deposits until next time be well and do good.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (149)