Banking on Digital Growth
Banking on Digital Growth

Episode · 8 months ago

89) #DigitalGrowthJourneys: You Need More Than Production — You Need Content Strategy


Many financial brands are aware of how valuable content can be.

Sure, they’re producing and promoting it…

But precious few are being strategic with their content.

If you have questions, fears, or uncertainties about content strategy, then Garick Giroir, Content Strategist at Louisiana Federal Credit Union, has the answer. He joins me in this episode to share the secrets to elevating your content production to content strategy.

We cover:

- The difference between strategy and production

-The link between content and the buyer’s journey

- Why video is gold for a content strategists

Check out these resources we mentioned during the podcast:

- LFCU’s Member Appreciation Day

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

Listening on a desktop & can’t see the links? Just search for Banking on Digital Growth in your favorite podcast player.

So with the blogs, it's reallyinteresting how you write them because it has to, it almost goes againsteverything you're taught from a marketing and sales perspective. Youknow, it you can't talk about yourself. Mm Mhm. You're listening to banking on digitalgrowth with James robert Lay a podcast that empowers financial, brandmarketing, sales and leadership teams to maximize their digital growthpotential by generating 10 times more loans and deposits. Today's episode ispart of the digital growth journeys series where James robert uncovers andexplores some of the industry's biggest digital marketing and sales stories ofsuccess. Let's get into the show greetings and hello, I am James robertley and welcome to the 89th episode of the Banking on Digital Growth podcast.Today's episode is part of the digital Growth journey series and I'm excitedto welcome Garrick joie to the show. Garrick is a content strategist atLouisiana fc, where he has been helping to transfer their knowledge to transfertheir insights, two people at scale digitally through content in Louisianathroughout the production. He's doing the promotion he's doing. And it'sreally been good guiding Garrick along with the rest of his team on theirdigital growth journey over the years because they really are doing veryimportant, very meaningful work together. And today I look forward tocelebrating and highlighting the good work that Derek is doing and reallyjust a very short period of time coming into the financial services space. So,welcome to the show, Garrick, thanks for having me and may I say excellent,excellent pronunciation of my last name. Beautiful, Well done. Well, you and Ihad to do a couple takes on that because I was I was a little bitnervous joie they get. Yeah. So yeah, it's all good. It's and it's important.Names are important and and what I want is to start out, and you and I havethis, this one question almost every time that we get together doing astrategic coaching call is what is one good thing that is happening for youright now? What are you most excited about? Well, I'd probably, in terms ofthe work I do, I learned that we won three diamond awards categories bestfor some stuff we did in 2020. Really awesome. I gasped when I got the news,I mean that's like a big deal and really helps affirm what I do right?When I, when I come in and do every day three diamonds categories best. Andthis is important because it's not just, it's not just a vanity Award. Like youactually have to have some like, like proof, proof of value, proof of valuecreation. And, and and this all comes back from 2020. What was some of thework that you're doing that led to being recognized for this work? Youknow, I've been thinking about that a lot. And I think it's reallyinteresting when you look at the beginning of 2020 when Covid hit, right?I mean, it went from being like, hey, am I going to have a job? Right? I mean,especially because at that time I was just hitting my one year anniversaryworking at Louisiana fc you. And so it's like, you know, first last guy inthe door, first one out the door, Right, Is that the same? Yeah. So, you know,uh, to go from that to uh just embark on this journey of uh, of just beingnimble and sort of changing on the go changing the way things look changingthe way people experience our content. It's amazing. And it really is excitingto see that because at the time, like you do it, you do it so you can survive,you don't do it for the award. But to get that award now, especiallyhopefully that were on the back end of...

...this whole covid shebang is uh isreally, really exciting. Well, you know, I vividly remember when you share someof those concerns with me and I was like, I'm gonna put your mind at ease,Content is going to become far more important now than it was even beforethe pandemic. And we're gonna see this wave right out like this. You talkabout the new norm. Content as part of a growth strategy is the new norm. Andso content strategy, content, production, content promotion. But Ithink most importantly, content strategy was dr everything else,because I see a lot of financial brands, they're producing content, they'repromoting content, but they're not doing it from the perspective ofstrategy. And to me, strategy simply defined is what are we not going to do?What are the few things that we are going to do and really commit to be thebest at those few things to create the greatest value for others? I agree. Andwhat's driving a lot of this strategy for you is is purpose, You know, I know,you know, just Louisiana, you guys are even working towards a bigger purpose,but what is the bigger purpose that you're working towards? Why are youdoing what you're doing? What's getting you up in the morning? I think itreally helps that I really enjoy what I do. I have the privilege of being in aposition that rewards creative problem solving and interpersonal skills. Andthose are two things that I think are sort of built in with me. And so youknow, I'm able to insert sort of this uh this element of me into my work, butalso there's like this, I've been thinking about this a lot, there's thisodd role play sort of uh element to it where you know, I leave Garrick at thedoor and I speak to a large audience as A credit union because the averagemember at Louisiana FC was a 42 year old woman. I am not that. So, you know,I mean I've been in marketing for a while now and I see um I've met a lotof marketers and uh you know, there are people that like I see people pourtheir heart into their work and I'm like that's you know, you want thatkind of passion but they pour so much themselves into it that they getoffended when their revisions or edits and like that isn't you know that isn'tme like it does my work fulfills me but it does not define me, it's aboutcreating balance and I think it's also sometimes you're the student, sometimesyou're the teacher but always be learning and be open to feedback andremoving that sting of criticism because that that criticism couldactually be the thing that helps you level up to reach a potential that youprobably never even envision reaching yourself and what have been some ofthose road blocks, those obstacles that you've had to just overcome on your ownpersonal digital growth journey that you've been taking and maybe what havebeen some of the steps that you've you've taken to overcome thosechallenges. Yeah. Well I didn't a lot of a lot of people that work with. Theythey started in banking right? I mean I'm coming into a completely newindustry for me, you know when people ask you know what industry and I'm inmarketing and I mean that literally I did some video editing work out ofright out of college and then when I worked at an agency, an advertisingagency in new Orleans, you know and I served clients and health care and somein financial, you know insurance just a whole bunch of different industries. Sothe only thing that was really consistent was marketing and thestrategies of marketing. And so when I...

...came here it was no different. I meanit wasn't I wasn't scared, I wasn't nervous because it was I would approachit with what I knew which was marketing and so you know it's been kind of uhkind of this uh awesome thing where my lack of knowledge about banking hashelped inform sort of a messaging that we use. I mean we're sitting there inthe room and we have my team and they they've worked at Louisiana fc you forfor a long time and you know they're saying stuff and I'm like these guysare brilliant but you know, I'm like meekly raising my hand just like umthis all sounds great. What is debt consolidation, you know, and if I'mhaving those questions then I am certain that other people do as welland maybe they're too afraid to ask. And so that's really helped. Uh youknow, even just sort of encountering questions myself has really helped todrive sort of the how I put information out there and how we as a teamcommunicate things. And that's why I really feel there's so much opportunityfor financial brands specifically who are looking to maximize their contentcapabilities to bring someone in from the outside, someone from an editorialbackground. Someone from a writing background in your case video is a keypart of your experience because it's about being curious. It's about askingquestions and it's really about bringing a lens of empathy That otherswho have been in the banking world for, let's just say 5, 10, 15, 20 years,they get used to seeing and thinking and hearing things a certain way. Butyou're almost playing the role of the V. O. C. Or the voice of the customer. Howhave you been able to do this in this? You know, this this post pandemic world.Specifically one of the things that that that you and I have talked abouthas been these in person events. You have to make some pretty big shifts andpivots because events were really big as part of just the growth strategy Andwhen you took those events away, your role in the content, but you weretaking inspiration from, from content outside of the space and then injectingit in to the space. Yeah. Am I allowed to say the name of the event? Are wegoing to get sued if I do that? I took inspiration from. No, absolutely, it'sa learning, this is all learning and educational materials. So your great,so uh, we uh, one thing I like about this team is that and this isn't alwayscommon is that they don't come up to me and say, you know, here's the tactic wewant you to do. They come to me in all of us with a challenge, a problem. Likelet's solve this problem and they trust our marketing coordinator or digitalmarketing specialist and then me the content specialist too, bring solutionsto the table And so probably, yeah, I was in the summer, we knew Member Day,remember appreciation Day was coming up and that's always been a really bigevent. It's something that the members look forward to and they, you know,it's like, do we cancel this or and I never do this question, like, is therea way for someone to an experience an event without leaving their house? Andso like thinking about it, I had heard of people uh attending conferences,these digital conferences were sort of going into different sessions, and thenI was sitting there and it was Shark Week, which is a holiday in our house.We love Shark sitting there watching Shark Week. And I remember feeling likeit was so comforting to just have all of this custom content for that weekbeing aired, especially considering around the time there wasn't a lot ofnew stuff coming out. And so I just remember being like, how do I do? Likethere's an overall theme here and yet there are smaller themes within, andthen they cut back to this guy who kind...

...of like leads the viewer through it andI was like, is there any way we can do this? Can we do a week of it? Iwouldn't want to do a week of it. I'll tell you that right now, because in onehour was difficult enough, but we took that idea and uh, we created Member DayLive, which was an absolute hit and uh, probably the best thing I've done in mycareer to date watching this journey unfold specifically when it comes toMember Day Live. We need to get that linked up in the show notes becauseit'll make it that much more like this was a full on production, but the valuecreation, the fact that you and not only you, the team at large and notjust marketing, but even leadership, had the courage to lean in and trysomething new like this opened up a whole new world of opportunity becauseat 1/10 the cost member Day Live captured 41% more leads and drove over1700% new website visits over the previous year. And so when you look atthis, you can start to quantify The engagement because one of the thingsthat you found was there was a 467 increase in engagement across allchannels during this moment. And it wasn't just a couple of peopledribbling in. This was impacting a much larger reach when you think about reachto one of the other areas that you've been focused on and I've been reallyimpressed and and, and and if you could talk about this has been on content production more specifically,not just video, but also articles and blog writing and the value createdthere. Can you unpack some of that? Because to me this is one of thebiggest lessons of hope For someone listening to this and who has beendabbling in content, but they can't get much traction. You've taken your blogin 2018 from 596 visits annually. Two in 2020, more than 41,000 peoplevisited your blog. And that's that the total visits, that was just peoplecoming in from going to google typing something in. And they ended up on oneof the articles that you had written, What does that journey look like? It'svery surprising, to be honest, and that was the main thing. That was probablymy main Job Description on Day one. It's since grown into a lot ofdifferent things, but the blogs, I mean I hit the ground running with the blogand that was something that I was able to do because it was sort of thisexploration of my own. So it came very naturally and so with the blogs, it'sreally interesting how you write them, because it almost goes againsteverything you're taught from a marketing and sales perspective, youcan't talk about yourself. And that's it's been uh I had to like figure outthe how to pitch this to people, not the marketing team, but you know, likewhen we're doing videos and whatnot, I had to explain you, Yes, I'm talkingabout yourself, I'm sorry and I've been, you know, why is that? I want to hitthe pause button because you're you're now unpacking something that I think isa really painful conversation that we need to have and lean into this alittle bit at multiple areas of the organization Because it is so differentfrom what many in the financial brand and the financial services space havelearned and have done over the years. Like you you stop talking aboutyourself, help first sell second. Why do you feel that is number one, It's sohard for people to wrap their minds around because it sounds simple intheory, but practically applied. It's a little bit painful and the number two,what can be done to reduce some of that...

...pain? I think it's human nature. I mean it'snot just something that is prevalent in the financial industry but allindustries, it's also prevalent in real life wherever you look at it. I meanpeople can only see so much and most, I mean all of it is through their ownlens. I mean, I think it takes a great deal of empathy to even start havingthat those conversations with yourself, right? And it's easier when you're it'seasier to ask someone to ask them a favor than it is to convince them,right? Because then you have to do, you know, do the work and then you have tobring it forward. You know, And I've tried to try to explain that, you know,content marketing is not advertising when you enter the digital contentrealm, you're in the user's house. So it's our job to listen to their dreams,listen to their struggles, even their unspoken insecurities and understandthat people are complicated, that they see what they don't have and thatcontent can be a way to show them what they can have and what they need to do,or at the very least understand beforehand in order to embark on thatbuyers journey so content to use your words, content is not digitaladvertising and there's some education that probably has to be unpacked therefor people to wrap their heads around, this is not direct response marketing.We do X and then immediately get why we're playing a long game replacingdeposits into a consumers trust fund because we need to build up enoughtrust, we need to place enough deposits because we trade on currency in thisdigital world. And so now I'm gonna put on my ceo hat and be like, you knowwhat James robert Garrick, I'm really connecting with what you're talkingabout, but prove the value to me. And and my initial thought is, well, youknow, and In a year since you were hired, you exponentially increasedorganic search to over 40,000 people visiting the blog. And then I'mthinking, well, how much would it cost to buy that traffic with digital ads?So I'm just gonna throw out a number with like an average cost of a CPC costper click For 41 to make my mouth easy. 40,000 people with an average CPC costof $5 per click. Do the math here real fast. Would that be two million if I'mnot mistaken? If I am I missing a zero here? Help me out on the math becausemath is net, Oh you're barking up the wrong tree here. I'm a mask on major. Iskipped Math on purpose. See we're gonna we're gonna we're gonna pull out,we're gonna pull up the calculator. 40,000 organic visits from search times$5. It's 200,000. It was 010 So $200,000 of value from, let's just saytraditional search. Now, that's a lower end of the spectrum. If you made a 10now we're talking, you know, a completely different ball game withthat. So one of the things is not only looking at just top of the funnel,you've been able to take this into measuring blog subscriptions and allthe way down into attribution of loan production. What does that look likeand how have you been able to connect some of those dots? Well, yeah, I mean,we also had from recently discovered that we had a person join our creditunion as a member in their first touch point to our website was to a blog thatthey found. I think it's because we're getting that crowd that is in themiddle of the research phase and I'm a big researcher. I have to knoweverything before. I'm even comfortable talking to a salesperson, mainlybecause I'm a skeptic, and I'm like, you're gonna trick me because I don'tknow about it. But I think that there's a there's a, you know, we see peoplecoming in the door and we see people that are like, I want to get this, wedon't see or the people that are...

...weighing their options. And so thepeople that are trying to figure out the answers, uh, you know, it's like,what's the difference? Is it better to do this or this? Is it? Should I evendo this? Should I I just got a car this year? Is am I even allowed to get ahouse people asking those questions? And so the articles address all thosethings, those little small niche questions that people have. And itstarts with sort of knowing what questions they're asking and that's notsomething I know that's something I approach our other teams. And I say,you know, what are the questions you get asked the most? Yeah, even you canask, you can ask members of my team, it's like, what do you, what do youinsecure about with your money? Like when you look at your friend's money,like what do you want that they have, you know, like really uncomfortablestuff because I want to I want to hit that part of the brain where people arelike, I didn't know other people feel that way. Technology has transformedour world and digital has changed the way consumers shop for and buyfinancial services forever. Now, consumers make purchase decisions longbefore they walk into a branch. If they walk into a branch at all, but yourfinancial brand still wants to grow loans and deposits, we get it. Digitalgrowth can feel confusing, frustrating and overwhelming for any financialbrand, marketing and sales leader, but it doesn't have to because James robertwrote the book that guides you every step of the way along your digitalgrowth journey, visit www dot digital growth dot com to get a preview of hisbest selling book banking on digital growth Or order a copy right now foryou and your team from Amazon inside. You'll find a strategic marketingmanifesto that was written to transform financial brands and it is packed fullof practical and proven insights you can start using today to confidentlygenerate 10 times more loans and deposits. Now back to the show, I wantto come back to this idea of where you're picking people up in the buyingjourney. There was a a study done by Mackenzie and they found now this isthis is B two B, but we're also seeing this is happening on the B two C side.McKenzie found that 70 to 80% Of people prefer remote human interactions ordigital self serve. And so they're educating themselves as part of this.And let's just say they get anecdotally 80 of the way through that buyingjourney, but then they want to talk to someone, they're coming in a lot moreinformed, a lot more educated than ever before. And that also means that weneed to tap into the expertise that we bring as a financial brand becauseotherwise no one has access to the expertise and the only way to bringthat expertise to bear in the marketplaces through a content strategy.I think the key element to all of this though is you're not relying onyourself as the subject matter expert, you're empowering and elevating thesubject matter experts that are already within, who might not have the means orthe capability or just feel comfortable to bring that expertise to bear in thedigital space. How are you reconciling these two worlds? How are you makingother people who might feel a bit uncomfortable, feel more comfortablewith just this thought and this idea of we'll call it today banking onexpertise. I used to talking about the internal team, correct? It's been areally interesting journey with that and uh I mean I can talk all aboutdoing uh all the live videos we've done, but we we roll out, we have live Q andA. And so in in those chats we have we have a host speak to an expert. Andsometimes those experts are people that work here at Louisiana fc you. And youknow, it's been a really interesting,...'s been an interesting thing becauseI've grown up, My parents first let me start using the camera without theirsupervision when I was 11, so I'm comfortable in front of a camera butnot everyone is. And so I want to pull out all the knowledge that they haveall the stuff I hear them telling the members right? I mean I've said I've Ihave approached Louisiana Fc you as a member and I'm blown away that peoplehas a lot of times I'm working with these, working with my team members andI'm the one leading like here's a here's the marketing thing I'mexplaining to them. It is like a power shift in that situation and I feel very,you know, I'm comfortable with them and they're explaining it to me. I'm like,man, you were like, like why haven't you ever, like, this is like a new sideof you? And I feel like it happens so often, and so I want to leverage thatexpertise so that I don't have to be the one always doing the research,right? Because I'm just I'm learning to, you know, and I'm learning sort of thebasics, right? And if there is additional strategies that you really,you only know after years of experience, I want to get that on camera and getthat in blogs. And so we've been working with them too to help establishsort of their tips and tricks and get that out there any way possible. Andthen you create a content library of all of this knowledge, all of thisexpertise. And that then creates and yields fruit exponentially. As you see,you know, going from 500 to 40,000 plus visits to your website, vo, organicsearch to specific articles. How much does a system or a process, amethodology play into this? And you and I've had a lot of conversations thattake what you're doing, continue to level it up, make it even that muchbetter. But is it different than just writing the one off blog posts here andthere? Or is there more intention being put into the work you're doing to getsome leverage and scale? Because you're taking the responsibility of theexpertise off of your play, your leading to the expertise of others andthen you're working with and we'll call it just your own growth ability tobecome a multiplier for others expertise. Yeah, it's been really coolto watch, sort of this the stack of content that we're creating and it's Ifeel like at the beginning it was like making it, make it got to make this,here's an idea. Here's an idea, Here's an idea. And now, two years later, whenwe start discussing different financial topics, you know, we have, we have acampaign that we're rolling out and so on this topic, it's like, oh, like wehave we have an interview with so and so about this, ready to go, uh we havea blog about this. You know, we could slap a banner in there or repurposethat content and put it in an email series. So yeah, the trick is to notreinvent the wheel every time, because once you have that the information, itreally doesn't change that much. And so if you can, if there's any extra, youcan add to it. That's awesome. But it's been really uh exciting to see as weapproach a campaign. Now, I'm getting to a point where I don't have to createsomething new every time, because I already did the work, I did it 2019.Right, right. And when you look at this idea of time, because you're not havingto constantly be creating, that's giving you more time to learn, to thinkto review and then take what you're doing and be much more intentionallyfocused around it. What is the opportunity? Because there's multipletypes of content that we can talk about. Get really tactical. And I want to gothat deep into the conversation today. But you've got articles and you've gotvideo. What's the opportunity with video? Because I see video as anexponential multiplier that it's still... the early days. And I think what'smost exciting is how you're becoming an educator for others to build their,we'll call it video confidence so that they can speak with authority and withclarity and with brevity on camera. Who have, they've done this in the realworld and have succeeded and excel. But you put, like you said, your parentsgave me that camera was the same way, you know, kind of grew up in thisdigital world. So it's second nature, right? It's not a big deal, but there'sstill a little bit terror when you're staring at the cyclops eye. I'm notgonna lie. Like, like that's just that's just real. But how are youhelping to build the confidence of others to where you even now havebusiness development teams, philosophy, better word producing their own digitalshow in their own digital content. You've stepped out of that because it'sjust you've gotta transfer that knowledge internally too, right? Yeah.And to to add on to that first point you made, video is awesome. Video islike having someone deliver the whole cake to you instead of just theingredients. I mean I can break that down into so many ways because youalready have their face on film. You have the words they speak, you have theaudio, you transcribe it, you have the words. It is every day if I can justget some smart, brilliant financial expert on camera, I can live off thatlike a like an ancient animal, you know or like you know what I mean? Like Ican live off the scraps and and repurpose that for years Used your 2ndpoint. Yeah. Live digital events are impossibly intimidating and from aproducer's standpoint because I try not to be on camera and produce at the sametime. Those are, that's two different things there that I find don't alwaysget along. But uh there's just such a high possibility of technologictechnology issues plus just plain human error. So you have to prepare a lotthat goes for really any event planning. I think it really takes a logicaloptimists to be driving that ship. Someone that can communicate with allthe parties involved and also knowing your audience is an important factor aswell as practice because you don't want to improvise a live event, you can takethe most charismatic person in the room, put them on camera, be like go unlessthey're a freak. They will most likely there will be that moment where it'slike during the headlights I am live. There are thousands, hundreds of peoplewatching me. What do I say? Yeah. And I think that's the thing is you've beenable to build the confidence of others that that was not their core capabilitywasn't even in their job description to where they're able to facilitate theselive events that historically let's just think, business development, youknow, if they did an event, They'd get what, 30 people there, more or less andthere's a cost associated with that time, etc. But in that same amount oftime, instead of reaching 30, you're now reaching 1000 or you're nowreaching 1500. What holds people back? Because I can think of a lot offinancial brands that I've made these recommendations to, and it's somethingjust holds them back from making this commitment. What do you think that is?And I have some thoughts, but I want to hear it from you first, from fromleaning into video. Yeah, I think, um the whole thing is fairly uncomfortable.I've asked people, you know, would you like me to leave the room so you canspeak? Uh one thing that I it always I realize this and it makes me gratefulto those, you know, even if someone can't get a line or they're fumblingand it's taking a long time. You know, I started keep my humility and whatstops me from getting frustrated is...

...knowing that I mean they are making asacrifice here. I mean they're being vulnerable at my request and being infront of a camera with a light in front of your face, with people behind thelight that you can't see because the lights so bright. My gosh, you feellike a test subject except instead of answering questions, you have to justbe the expert. Okay now go be an expert. It's a really hard thing to ask. Andand I recognize that. And so I think it takes a really someone who's willing todo that and what could possibly hold them back is just sort of that lack ofcomfort. You know, it's like if it's the person that when you pull out ofcamera, they're not smiling or they're maybe like uh or leaving, you know,there are a lot of people that don't want to be on camera from, you know,and that could be anywhere from like I don't want this to be my face to beposted on social media to like I don't feel comfortable about myself enough tolet other people see me that right there. And I want to I want to touch onthis because I I literally you see it here, this is my notes and my applephone, my iphone. I've been I've been thinking about this so much thinkingand I wrote down four things because when you think about this idea ofdigital transformation and digital growth, I always talk about there'sfour transformations that have to happen. There's the self the team, theorganization. Because an organization made up of teams, teams are made up ofindividuals. And when you can transform all three of those, then you can reallytruly begin to transform the lives of the people in the communities that youserve. But it all starts with the self and people I think are so overlycritical in this like social age. They've they've been damaged for lackof a better word, They've been damaged by like the instagram perfect life,like that's not how it is. And so there's four things that I'm thinkingabout number one self awareness. How am I feeling right now in this experience?What might be holding me back from reaching more lives to leave a positiveimpact to to elevate them to transform their own thinking. Number one selfawareness, Number two closely tied to that is self confidence. Like, why am Ilacking in this level of confidence right now? Is it because it's somethingthat I've never done before. It's because I've never done video, I'venever posted something on social media because I look at this Okay, great. Wegot marketing. You guys are doing a great job now, it's about explainingthis out and you're already doing your empowering and elevating othersinternally. But self awareness, self confidence closely tied to that selfesteem, right? Like how am I really feeling about right, right myself rightnow and then the deepest one of them all is self worth. And if you haveknowledge and expertise and you're able to get this out into the world into thecommunities that you serve, because communities in this post Covid worldare no longer about borders and boundaries and zip codes, but it'sabout this digital world that we're all living and playing into. You're totallyworth it. And I think you're doing more harm than not by not bringing thatknowledge to bear. And so is it coaching? What do you think it is totap deeper into these four areas that I've talked about here? Mm That's agood question. And it's still what I'm trying to answer myself. I think thatthere is a huge number of people in this industry and all industries thatare suffering from imposter syndrome and who knows where that comes from. Itcould be a bunch of different things. I've experienced it myself, A lot of myfriends have and honestly, I'm kind of in the school of thought where it'slike if you don't, then you probably are like being a little naive astomorrow, what you know, but a lot of people write it, you're exactly right.When you mentioned instagram, it's all a comparison thing. And so it's hearingwhat other people think and not just...

...that, but you look you have we have somany people we look up to, right? I mean when you started on your journeyJames robert, I'm sure that there was someone you saw that was doing it right,and you're like, gosh, like I wanna be, I wanna be something like that, butyou'll never be that because you're gonna be yourself. Exactly, Peoplearen't comfortable with that the moment I start and you're right, impostersyndrome is real and the moment I stopped and we're gonna keep this PGrated. The moment I stopped caring about what I thought, what what otherpeople thought about me the moment I like truly like let that go, the easierit became. The moment I stopped comparing myself the moment I stoppedwanting to be someone else and that was, that was honestly what was holding meback and I'm like, you know what? No, I gotta just be me and bring myself thegood, the bad, the ugly and like we're talking about it right now, like yougot to like have I leaned into fear and dealt with all the demons that I talkedabout Yeah, but it allows me to have these conversations with others from avery real place of like authenticity, like you know, dealing with addictionand some things like that. I'm willing to have these conversations and gothere because it's what makes us real and we're all on this, this journey ofgrowth together. So yeah, I don't know like this is this is a big area ofopportunity that I feel like if we can crack the and I don't have the answer,that's why I'm kind of just, you know, I have a thought on that because it'sreally hard not to compare yourself to people. And I mentioned I worked at anadvertising agency and that was that was really my first break intomarketing in that, in that sort of setting. And it was it's tough becauseat first, I mean here at Louisiana fc, you we have a marketing team, we eachhave our role, then there's accounting, there's uh you know, lending everyoneis different thing in that building, everyone, there's an expert marketer.So it's like where do I fall in the expert category? And I like somewherealong the way, I just had this epiphany because people, people that I respectedwere asking me questions about certain things and I was like, oh, like we eachhave our own discipline. It's just about how we kind of convey thatinformation. And so I don't think it's bad. I don't think you should compareyourself to people. But I think it's good to really look at people that yourespect or that you want to be like and really understand what it is about themthat you like or that you, I think is true to you and your personality andyour work style, because I'll tell you right now what you're me right now in2021 vs. Me starting out in 2012, what you're looking at is I've slowlyabsorbed the good habits of, of better people than me that I was workingaround and it's still happening to this day. Jim Rohn says at best, go watchhis Youtube videos. Great speaker. You're the average of the five peopleyou associate with and hang out with you. I mean that's it and you dobecause you pick up so much like unconscious behaviors and I think likewhat you're talking about and, and this is another great thing that you guysare doing as an organization. Marketing is being very intentional of having,you know, cross departmental conversations to continuously come backand educate other key stakeholders in the organization about not just whatyou're doing, but I think more importantly why you're doing it andyou're really starting to break down and tear down some internal silos and alot of it is rooted with, we just don't know what we don't know. And it's solike the fear of the unknown holds us back so much from achieving our fullpotential. Let me ask you a question for the deer listening to get really,really practical and just their own personal journeys of growth, everythingthat we've talked about so far today around content, around video, gettinginto some deeper level stuff and you know what's holding us back from, youknow, being that authentic self in the... space? Because I see employeeempowerment, employee engagement too create micro influencers is a majorgrowth opportunity, but to crack that nut, we're gonna have to get intothings like self awareness and self confidence and self worth because Ithink that's that's going to be what helps to eliminate some of thoseroadblocks, but what would be one practical small, just very small actionitem for a financial brand leader, a financial brand marketer, a sales teammember who's listening and what's to level up their content game. What's theone action you would recommend them to commit to a small micro win? Stopspeaking in first person because one person only knows so much, but anentire team, an entire organization. Now, we're talking about hundreds ofyears of experience. And so I mentioned it earlier in our conversation if, ifI'm approaching someone and saying, hey, I'd really like you to do this like,great, who are you? Right. I don't, I just think that there's something, itis a natural way that we speak and it, it feels uncomfortable and look, I'mtelling you this right now. I've written blogs, you know, in my firstdraft, I just go through and kind of get the ideas out and then I go throughand I'm like deleting the weeds and the eyes and all of that stuff, you know,speak to them, speak to whoever you are putting that message out to make surethere's no jargon and speak to them at their level. So I'm gonna take that andadd on your action adam. Go to your website, go to product page, go to ablog article Control after command F and search for the we's search for theeyes, search for the US, that first person perspective. And I think thatwill be very helpful and to see how you might just transform the lens. And it'sall it is just a small micro shift in thinking that can be much more invitingto someone to join the conversation by putting the questions, the concerns,the hopes and dreams of others at the center of all of our thinking and allof our doing. Garrett. This has been a fantastic conversation today. I reallyappreciate it. Just your own journey of growth. I'm so happy for you and therest of the team at large. You are doing important and meaningful work. Ifsomeone is listening and they're like, you know what, I want to go deeper intothis area here. Maybe it's run running, you know, remote digital events,working with business development, whatever it might be. What's the bestway for someone to reach out and say hello to you? You could, is it safe toput our sara email here? I don't want to get bombarded by like I'll talk toanyone. Let's see. I would say instagram I'm on instagram, I'm off offacebook, which is kind of problematic because I do a lot of my a lot of mywork on facebook. But yeah, instagram I believe my my handle is sunset writer Instagram and I'm gonna give youanother one linked in. Yeah. Link, that's the best one. Okay, that's thebest one. That's the best one to do. Yeah, definitely, definitely connectwith Derek on linkedin and here's your challenge man, starting to share someof your thinking with the world. I think. I think there's a lot ofgoodness that you have going up here between between your ears and cancontinue to help educate and and elevate others on just their ownpersonal journeys of growth. So thank you so much for sharing where you'vebeen, where you're at, next thing you're excited about foregoing next.What would that be? Well, I think it's gonna be sort of looking at sort ofthose things that we put in place when Covid happened, that were band aids,looking at those band aids and saying, how do we fuse this back into what wedo in a way that makes sense in the new...

...normal universe? Uh, right, so, youknow, sort of thinking about those things and helping people getcomfortable with change, because I think, I think it's so important tolook at things and ask why, and I'll tell you right now, based on experience,not here, but other places, asking someone why is a loaded question,because if you hit the right person with enough, like, impostor syndrome ortheir insecurity, like they're gonna be like, you know, why are you questioningme? And it's like, I'm not, you know, so not necessarily questioning theperson, but questioning what it is that you do, because I think, you know,asking why are we doing this? Does this still serve our members? Is there abetter way to do this? Is the way to level up, as you would say, Jamesrobert, and and really start doing things in a way that that is moreproactive instead of reactive and really, you know, like, you want to bethe financial institution that the other ones try to mimic, you don't wantto be the one kind of following behind. Uh and it's not it's not gonna be aninstant thing, it's gonna be something that people get used to peoplespecifically well, internally and the audience you're speaking to. But uh butI think that in many ways there's something I've been thinking about, Ithink that tradition in many ways is the glass ceiling that everyone talksabout the minute you stop growing, because you're like, well, no, this ishow we've always done it. This is the way it is is the minute you becomeextinct. Now, I'm not I know, you know, I'm not telling everyone like, hey,let's go out and be the next steve jobs and risk everything I'm just saying,like it just starts with sort of, questioning what are we spinning ourwheels on this? You know, is this the best way to reach someone? Think onceyou start asking those questions and providing actual answers, you'll beamazed at how fast things change and how how much how better your resultsbecome. Damn, that's great. You know, if I could sum that up, questioneverything with respect with the intention of creating value for othersin the communities that we serve both prospective members, perspective,account holder's account holders and do it in a way that doesn't come off asbrash, but at the same time being aware that if we don't ask these questions,then it could it could create more chaos and it could create more conflictthen if we do. And so when I when I think about asking questions, the onlyquestion, the only bad question that there has ever been is the questionthat goes unasked. And we don't ask that question a lot of times becausebecause of fear, so lean into that fear with courage, lean into that fear withconfidence and and Garrick once again, thank you so much for joining me onanother episode of Banking on digital growth. It's my pleasure as always ituntil next time be well. Do good and make your bed. Thank you for listeningto another episode of banking on digital growth With James robert. Ley,like what you hear, tell a friend about the podcast and leave us a review onapple podcasts, google podcasts or Spotify and subscribe while you'rethere to get even more practical improvement insights visit www dotdigital growth dot com to grab a preview of James roberts, best sellingbook banking on digital growth or order a copy right now for you and your teamfrom amazon inside you'll find a strategic marketing and sales blueprintframed around 12 key areas of focus that empower you to confidentlygenerate 10 times more loans and deposits until next time, Be well anddo good. Mhm.

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