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 digital growthwith James Robert Lay, a podcast that empowers financial brand marketing, sales andleadership teams to maximize their digital growth potential by generating ten times more loans anddeposits. Today's episode is part of the by the book series where James Roberton locks and shares the secrets of digital marketing and sales strategies for financial brandsfrom his best selling book, banking on Digital Growth, the strategic marketing manifestoto transform financial brands, that is now available on Amazon. Let's get intothe show. Greetings in Hello, I am James Robert Leigh and welcome tothe fifteen episode of the banking on digital growth podcast. Today's episode is partof the by the book series where I share insights for my best selling bookbanking on digital growth, the strategic marketing manifesto to transform financial brands. Ihave to tell you, wow, the response I have received since launching thebook a couple of months ago has been nothing short of overwhelming, and that'sbecause banking on digital growth hit the number one spot on the Amazon best sellerlist in five different categories and less than thirty six hours. But that isnot something that I could have done on my own. In fact, truthbe told, it was never a goal, it was never a gold write abest seller, and all of that was made possible because of you,because of the digital growth community, and just like it takes a village toraise a child, it really takes a village to write and publish a book. There are countless people to thank for...

...helping me along this journey, andthis journey has been a journey to help other people just like you. Infact, there are too many people to be to begin to name, asI'm afraid that I'd leave someone out by mistake, and I've tried to domy best to follow up with everyone personally that has reviewed the book, thathas liked, commented shared a post on social media since we launched it acouple of months ago. When, banking on digital growth, at the numberone spot on Amazon's cells and selling management list, I was really I washonored. I was honored to be listed alongside some of the my favorite authorsand their books, including Daniel Pink's, his book to sell is human,along with a book of many of you guys know, which is Donald Miller'sstory brand. Two books I highly recommend adding to your reading list as westart to look ahead towards two thousand and twenty one is both have influenced mythinking over the years. Speaking of reading list, one of the the otherneat things that has happened since launching banking on digital growth is that the bookwas recently featured as one of entrepreneur magazines eight books to shift your entrepreneurial perspective. But once again, that was never part of the plan. I justwanted to help people. When I started writing this book, I wanted tohelp you and that was my primary goal when I set down to start writingthis book back in May of two thousand and nineteen. It was to simplytransfer everything that I know about digital marketing and sells strategies to not only helpyou, but to do something even more, which is to transform you, tohelp you be even better, to...

...help your team be even better,to help your financial brand be even better. And over the past couple of months, the insights that I share and banking on digital growth have already helpedthousands of marketing cells and leadership teams at financial brands around the world. Inthis post covid environment, I have received dozens and dozens and dozens of messages, of emails like the one from Craig, who's the VP of marketing for alarge financial brand up in the northeastern us. Craig. Craig wrote inand shared I'm for chapters into banking on digital growth and I'm finding it extremelyinsightful. Thank you for the publication. It can not have come at abetter time. Well, Craig in. This is really for everyone. Icouldn't have never foreseen launching a book about digital growth and a post covid world. I knew what I wrote it the book was going to be important,but I didn't know how important it was going to be because of the environmentalchanges that we've seen postcovid. I also receive a note from Leon, who'sthe VP of marketing and training for a financial brand in Mississippi, and Ithink the any thing about Leon is the this particular financial brand was founded inone thousand eight hund eighty eight. Leon wrote what we thought would be aneight ten year digital adoption process on the digital journey has been pushed to thefront door of our bank with covid. Our digital journey seems to be fragmentedand in some ways we're making strides in our efforts. He continues email onboarding new customers, deep dives of data, customer segmentation, etc. I'm justfrustrated aware to begin to achieve digital...

...growth. Got Your book over theweekend and he admits I'm in the circle of chaos. Well, I feelyou, Leon, and the story you shared reminds me of a story ofsomeone that we helped guide a few years ago, I think it's actually beenabout five years, working with Lonnie, who's the senior VP for a bankin Wisconsin. And you see, when we started with this bank they wereformally known as first national, First National Bank Wisconsin. They had been inbusiness since eighteen, seventy six. Unlike Leon's bank, they were stuck inthe circle of chaos that I write about to open up the book banking ondigital with. The good news for Lonnie and the first first national team isthat they were able to escape the circle of chaos and make continued progress alongtheir digital growth journey, which included transforming the entire organization and even the organization'sbrand to become what is now known as Fortifi Bank. When I think aboutLotty story, when I think about Leon Story. This is why I wrotethis book. It's also why I didn't hold anything back. I really haveshared everything that I know, that I've gained over the last eighteen years ofguiding more than five hundred and twenty financial brands along their digital growth journeys.And it's funny when thinking back over the past couple of months, one ofthe biggest questions that I get asked from people is why. Why is thebook called a manifesto? That's a great question, because banking on digital growthis a strategic marketing manifesto to transform financial...

...brands. When I first started writingthis book, I had three people that I wanted to help with the insightsthey shared inside. The first person I wrote this manifesto for was for thefinancial brand marketer, and it's the financial brand marketer that feels frustrated because theyreally want to prove their value and a digital a world, but they're justviewed by others as a cost center, a glorified inhouse kink goes, orworse, and yes, this has been shared with me multiple times, thefinancial brand marketer that feels like they're nothing more or viewed by others as nothingmore than just kids that play with paint and crayons. If this is you, I really feel for you, but I also understand why others view marketingin a negative way, historically speaking, and so I wrote this book tohelp the financial brand marketer, and really the financial brand marketing team, transformthe internal perspective of marketing. In the first place, technology has transformed ourworld and digital has changed the way consumer shop for and buy financial services forever. Now consumers make purchase decisions long before they walk into a branch, ifthey walk into a branch at all. But your financial brand still wants togrow loans and deposits. We get it. Digital growth can feel confusing, frustratingand overwhelming for any financial brand marketing and sales leader. But it doesn'thave to, because James Robert wrote the book that guides you every step ofthe way along your digital growth journey. Visit www dot digital growthcom to geta preview of his best selling book banking on digital growth, or order acopy right now for you and your team from Amazon. Inside you'll find astrategic marketing manifesto that was written to transform...

...financial brands, and it is packedfull of practical and proven insights you can start using today to confidently generate tentimes more loans and deposits. Now back to the show. Even though thatthis book is a Strategic Marketing Manifesto, this book is not for marketing alone. That's only one half of the equation, because digital growth is result of marketingand cells teams working hand in hand together. I see this tension atMani financial brands during the digital growth diagnostic studies we conduct when exploring the internalrelationship between marketing, cells, marketing and lending, marketing and business services.Marketing is mad because these cells teams, these lending teams, these business servicesteams, don't do anything with the leads that marketing sends their way. AndI'm generalizing here, and that's only if marketing is sending these leads at allto begin within the first place. And then cells is upset with marketing becausethey complain marketing is it's sending the right leads. Once to get if marketingis sending any leads at all. And a lot of this tension is dueto the lack of clarity and understanding between marketing and sells teams, as moreoften than not both feel confused about marketing and selling in a digital world wherebranches might not exist much longer, particularly post covid because eighty seven percent ofconsumers start their buying journey for a financial product online. Now, I'm notgoing to go as far as saying the branch is dead just yet. That'snot my interest. My interests is looking as a digital anthropologist of how peopleform their buying decisions, and those buying...

...decisions and those buying journeys start online. Where those buying decisions end up could really be three places. It couldbe online, it could be over the phone, it could be in thebranch, but the truth of the matter is that the journey for buying afinancial product begins online. And we have to think about the relationship between marketingand cells and really getting marketing and cells aligned internally, which is the secondperson that I wrote this book for, which is the financial brand cells leaderor the loan officer or the business service representative. But we're not there justyet, because any long term cultural or organizational transformation will die if there's notenough support or buy in an alignment from the top down. And that's whyI wrote this manifesto for the financial brand leader or the financial brand executive strugglingto grow deposits and loans beyond the physical world of branches, beyond the physicalworld of broadcast marketing, because more often than not they're stuck in a circleof chaos and held back by the four fears that are right about in bankingon digital growth. So let's get back to the original question that I've beengetting of why a manifesto, now that I've explained who I wrote this strategicmarketing manifesto for in the first place. When writing this book, back intwo thousand and nineteen, may of two thousand nineteen, the world was avery different place and the biggest threats at the time when I was thinking aboutthis were being driven by the exponential factor of technology, and those threats werewhat I would call the two seas, the change he consumer or the changehe consumer demands and their shopping behaviors being...

...driven by technology, with technology alsoallowing for the entrance of new competitors, so consumers and competitors being the twosees, the competitors entering the market place to meet the changing consumer demands andreally appease those shopping behaviors. Well, now we have a third see toadd to those changing consumer behaviors and competitive threats, and that comes from theenvironment with covid. Not once when I was writing this book did I everthink something like covid would rock our entire world and force change, force transformationat both the macro and the micro levels, like any of us have ever seenbefore. I used to joke about, you know what a year this monthwas. Now I'm saying what a century this year has been, andwe're only a little over halfway through two thousand and twenty. But I'm gratefulto have written this book as a manifesto, because a manifesto is a publish declarationof intentions or views of an issue that promotes a new idea, withprescriptive solutions for carrying out the required change us that need to be made andfor perspective. The word manifesto is derived from the Latin word manifest them,meaning clear or conspicuous, and this book, this manifesto, is exactly just that. It's about clarity, and that's my hope that this book provides clarityfor the financial brand marketing leader, for the financial brand cells, leader forthe the the leader on the executive team...

...that might feel stuck in the circleof chaos, where they're confused, they're frustrated, they're overwhelmed with all theexponential changes that we're experiencing post covid clarity is, in fact, the veryfirst step forward for a financial brand to take on their digital growth journey,as it is through clarity and really training. TRAINING PROVIDES CLARITY, education provides claritythat they become aware of the unknown opportunities available for them to create orcapture in the future, going forward, and it is only through clarity thatfinancial brand marketing cells leadership teams can finally break free from the circle of chaos, from the confusion, from the frustration, from the overwhelm, to move forwardand make real progress along their journey, as it is through clarity they beginto overcome the fear of the unknown. This is why I wrote the DigitalGrowth Strategic Marketing Manifesto, which is comprised of twelve proclamations, twelve callsto actions, if you will, to inspire you, to guide you andto hope, ultimately, hopefully, have you commit to move forward and makeprogress along your own digital growth journey with confidence. So what are these twelveproclamations? What are these twelve calls to actions that I share in banking ondigital growth. You can write these down or just send me an email andI'll reply back to you with something that...

...you can print out and put onyour wall to help you remember these calls to actions, these proclamations, tocommit to them in the weeks, the months, the years to come.So in the manifesto, point number one, we will learn from the past toescape the present. Point number two, we will define a digital growth purpose. Point number three, we will empathize with consumer personas. Point numberfour, we will position products beyond bullet points. Point Number Five, wewill escape the dangers of doing digital. Point number six, we will mapout digital consumer journeys. Point number seven, we will maximize marketing technologies. PointNumber Eight, we will build a website that sells. Point number nine, we will be the helpful and empathetic guide. Point number ten, wewill produce content that helps. First, point number eleven, we will promotecontent only to guide people. And finally, point number twelve, we will provemarketings value once and for all. And as we continue for together onfuture episodes of the by the book series, we're going to begin to dive intoeach one of these points, because what I want to do is tohelp you gain clarity, to educate you, to empower you, to guide youto a bigger, better and brighter...

...future for yourself, but also foryour financial brand. Until next time, be well, do good and washyour hands. Thank you for listening to another episode of banking on Digital Growthwith James Robert Laigh. Like what you hear, tell a friend about thepodcast and leave us a review on apple podcast, Google podcasts or spotify,and subscribe while you're there. To get even more practical, improven insights,visit www dot digital growthcom to grab a preview of James Roberts best selling bookbanking on digital growth, or order a copy right now for you and yourteam from Amazon. Inside you'll find a strategic marketing and sales blueprint framed aroundtwelve key areas of focus that empower you to confidently generate ten times more loansand deposits. Until next time, be well and do good.

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