Banking on Digital Growth
Banking on Digital Growth

Episode · 2 years ago

49) #InsideDigitalGrowth: How to Compete With the Big Banks on a Limited Marketing Budget

ABOUT THIS EPISODE

As we navigate through the COVID-19 pandemic, more and more financial institutions are going to be working with slimmer budgets. We can no longer count on doing things like they’ve always been done, and adaptability is the name of the game.

But what does that mean for smaller banking institutions, who may not have the marketing budgets of the big banks? How can you leverage your resources and compete with the big banks when you’re operating on a limited marketing budget?

On this episode of Banking on Digital Growth, I sit down with a conversation with Jim Ruse, founder and CEO of the Digital Growth Institute, for a discussion around:

  • The four types of content to think about as a financial brand
  • The biggest barrier to success when it comes to content marketing
  • Why understanding the hero’s journey is crucial to getting content marketing nailed
  • How content marketing can empower both community financial brands, as well as regional banks, to compete with the big banks.

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

Hey, guys, it's James Robert. On today's episode, we're going to go inside digital growth, but in a little bit of a different way, as I'd like to share a conversation I recently had with Jim Maru's during a fireside chat that was hosted by the financial brand. And this is a really important conversation because as we look ahead to 2021 I know that many marketing budgets are getting cut. Financial brands around the world enjoy the show. Yeah, you're listening to banking on Digital Growth with James Robert Lay, a podcast that empowers financial brand marketing, sales and leadership teams to maximize their digital growth potential by generating 10 times more loans and deposits. Today's episode is part of the inside digital growth Siri's, where James Robert shares answers to some of the biggest digital marketing and sales questions he gets from the digital growth community. Have a question you want to get answers to on a future episode, visit www dot go ask jr dot com to submit your question today. Now let's go inside. Digital growth Greetings in Hello, Thank you for tuning into the 49th episode of the Banking on Digital Growth podcast where I, James Robert Lay, your digital anthropologist, commit to coach and guide you along your digital growth journey to empower you to generate 10 times more loans and deposits by guiding people in the communities that you serve beyond their financial stress towards a bigger, better and brighter future. Today's episode is part of the inside digital growth Siri's and I look forward to pulling back the curtain and sharing a conversation that I recently had with Jim Maru's during a fireside chat hosted by the financial brand. Because so many marketing budgets are getting cut as we look ahead into 2021 now more than ever, banks and creditors must make every marketing dollar count must make every marketing dollar work overtime. In fact, I actually in predicting that marketing budget cuts could end up being a very good thing in the long term because expensive media that so many financial brands are used to buying expensive media does not always mean better media, and that could be media in the traditional sense of TV and radio. Or it could be expensive media in doing very expensive digital ad buys. But what's the solution? What can you do if you find your marketing dollars are getting cut. If you find your marketing dollars are dwindling, how can you continue to get your financial brands message out into an even Mawr crowded and even mawr commoditized market place in this post Covic digital world? Well, these are just a few questions that Jim and I are going to answer for you in today's conversation, as there are in fact, many different growth opportunities available for you to create or capture, thanks to the power of both digital and even really more so content marketing. So let's get into it, Jim, looking forward to the conversation on Big Topic right now, considering that a lot of marketing budgets I hear are getting cut for financial brands for banks, for credit unions, as we look ahead into to a whole new year, you know you're right, James. Robert. You know, it's interesting we're in the strategic planning process and there are so many unknowns right now, and I think that the biggest challenges most of us are gonna be worked with slimmer budgets. Many of us really don't know exactly...

...how they're going to be deployed yet and going back and actually building off of last year. Strategic plan is not a recipe for success going forward. You know, we really gonna have to reset the benchmark for where we want to go on what we want to do. You know, overall, most credit unions and banks more than ever, have to make every marketing dollar work. Yes, digital marketing and content marketing all help. But you you have a limited budget in your new book, Banking on Digital Growth. You really explain that expensive media doesn't necessarily mean better media, and the media should use isn't always expensive both sides of the same coin. And how a limited budget strategy could beat the biggest players. And that's really what were we talking about today? What are we talking to every institutes? We're not talking about the small institution, what we talk about every size organization on what are some of the strategies that can make marketing work when budgets are limited? And you know, really, your book does so much in talking about this the bank banking on user growth. It's it's why it's the best seller and, you know, a zoo. You know, we've been doing a lot of research to the digital banking port lately, and we've seen a lot of trends, major trends, especially as relates to marketing. For instance, we realized that consumers right now, probably because of covert, is much anything else, really not only understand the potential of personalized digital communication and solutions, but even more importantly, they're expecting it now. So while maybe before Kobe, you didn't have people understanding the predictability power of Netflix or Amazon or didn't understand the digital integration of instant car door or even, you know, some of the financial APS, the reality is the consumer now understands what is possible. And what's exciting is that we're willing to share data. But on Lee, if they get value back, you know another major finally found with digital Mega report was that organizations understand the importance of data analytics and personalization. However, more than 75% said they feel they're inept, inept and applying data and AI towards a better customer experience towards personalization. You know, Robert J. Robert. It's really interesting when you look at those elements and when you look at the fact that that organizations aren't using all the tools available to them, that really, when you look at what's impossible, there's really a gamut of things that that most institutions sometimes even have rules in the organization. I mean, I know I worked with a lot of finance institutions. Some of them say, You know, we have a rule that only one email could go to a customer in a month. Well, that's not a real good strategy if you're trying to onboard a brand new customer that's expecting a lot of communication. In addition, most organizations don't even have a dynamic as to how much content market would they allow or or even have the people to deploy? What we'll call content, market your texts for everything. And so really overall, what is really key here is it gets down to deploying. The resource is available that consumers want you to use in the best possible possible way. You know you know, you you have written a book on this, and, uh, Lee mentioned in the beginning that you know, you you were in the book. You've worked with a number of financial France on the mission to simplify their digital marketing sales strategies. You've been named tops global financial services influencer to follow by the financial brand. But when we're looking at the components, what do you see? Jean Robert, as as the major components of financial institutions should be looking at right now what and the broad sense, What are what right now? Should most financial...

...all financial to should be looking at? You know it. It all comes down to what you're you're touching around right here, and this is coming. It's all about communication. It's about using digital technologies, digital tools to bring people together to create value. And all of that value creation begins, just as it would have in the past. It all starts with communication. It's just the ways and the mediums in which we communicate. That is what is vastly different and and and no longer are the old World rules of to your point about email, one message to many people relevant anymore. It's about getting the right communication or the right context within the context of the consumers buying journey. So when you look at that James Robert what you know, we talk content marketing and and we talk about it real freely. What exactly is content marketing? There's a lot of confusion in this area. Uh, content is just one element of an entire larger digital growth strategy. But I think it's important that we clear up some of this confusion early and often and academically. Here. The Digital Growth Institute. We define content marketing as well defined systems and processes to really position the financial brand as a subject matter experts within the communities that they serve with really three specific goals to attract the right people to capture and nurture those relationships and then ultimately, to create value for the financial brand by converting those leads into loans and deposits. But by doing so not by promoting the same commoditized, great rates and amazing services and look alike a laundry list of product features we gotta help First Cell Second. Well, it's interesting because, especially as we got in the Kobe stage, you know, it's not just financial institutions, you know. Every brand is using content pretty effectively. You know what, without salesforce on the street without events going on without the ability to meet a consumer face to face in a branch. In many cases, organizations have toe had to really pivot that word that has become very popular drink of it. When you look at content in a general sense and it is specific sense, are we talking about just educational content? Are we talking about the ability for a financial institution to use content marketing, for instance, Teacher person how to do remote deposit capture? Are we talking about content and really well, say, the really intense phase off? Looking at financial planning and things like that are gonna make sure both the way that we frame this up that's a great question is there's really four types of content that we can think about as a financial brand. There's the empathetic content, and this is something that we would look at higher up in the buying journey when you're just trying to get consumers thio no you to like you in the first place because there's there's different psychological levels that this type of content guides people through people. People need to trust you at an emotional level. When we look empathetic content, it's about leaning in to some of their pain points, but also offering a solution. Then to your point. We have the educational content and this is where we're looking at a tremendous opportunity in the consideration stage of the buying journey to where we're nurturing people were reinforcing our expertise. And the way that we can look at this is a wide variety of content, things like, for example, Webinars. I know, for example, PNC Bank has been doing a lot of...

...webinars. We've seen American Express do Webinars on the small business side, but then also, we've got podcast. We've got video. We could turn all of that into articles. Then we have empowering content. And this, to me, is one of the most effective ways here because now we're really empowering people to begin to make confident decisions when it comes to selecting a financial brand that they're wanting to work with. And so things like E books buying guides, checklists, quizzes, assessments. But I think the secret toe all of this is to use the elevating content. The last one when we look at these four content archetypes and this is right at the moment of truth, right when someone is ready to commit to you to click the apply button, but they just need a little bit more inspiration to push them over the edge and That's where we can use the stories off people that we have helped before that look just like them that have gone through the journey that they've they've been on. But it says we've done this before. We can do it again and we can help you get beyond whatever is holding you back and get you to a bigger, better, brighter future. So what are some of the biggest challenges you see when it comes to content market, especially when you're looking at Let's look at the small organization, but also the big organization. What? What is the biggest barrier to success when you're really looking at content marketing? You know, I think the biggest barrier besides the fact that that a lot of financial brands that we work with don't have a really well defined content marketing strategy is part of a larger digital growth strategy. It's the fact that most financial brands are telling the exact same story with their content. Coming back to that idea of we have these great rates. We have these amazing services thes lookalike laundry list of product features and now post covitz, the We're here for you and I know that you've experienced that as well, with some of the communication that that you received the But but what? The problem is with this and and even financial brands who are dabbling with content, they might be purchasing content from AH, service. But the problem is, is that's the same exact content that another financial brand has. And so all of this is rooted in what I call narcissistic, marketing, think, broadcast marketing. And when we think about narcissistic marketing, it really positions the financial brand as the hero in the stories that they tell. But if we go back and we study literature going all the way back to the cave paintings, Um, in the early days of man, there can Onley be one hero in a story. And for consumer, that hero is themselves. That hero is the consumer. And when we position ourselves in our communication as a financial brand as the hero, what we're doing is we're actually position ourselves as the anti hero. So really, what you're talking about there is we We always talk about this customer centric marketing and how important that is. But really, what you're saying is we don't want any more look and say, Well, we're gonna use this to sell something. What we really want is the ability to talk to the consumer in their language and what they need. I mean, especially now with cove, it There's a lot of challenges going on. You know, consumers really have no idea. Okay, so I stopped my mortgage payment for number of months, okay? And I realized maybe I didn't need to. What do I do now? So I catch up, so I keep on, you know, putting money and savings. So really, what you're talking about here, you're really looking at saying, you know, you gotta flip the coin you gotta look at what is it for the consumer and really put them in the center on the real sense, as opposed to just saying it. Is that true? Absolutely. And I love what you said. We need to talk to them in their language. You know? Ah, lot of times we have the curse of knowledge as financial brands, whether you're on the marketing team or the cells team or the leadership team. So we know banker...

...knees. We know what l t. V and D T. I means But when you're talking and you're using all of this banker knees, it increases the confusion and the complexity, which is inherent in financial services. And so the best way to put people at the center of all of your thinking, all of your doing all of your communication is to really begin Thio. Think about them as the heroes in this art type journey, and we position our financial brand as the helpful guide, the Obi Wan Kenobi, the Mr Miyagi, the Yoda and and were guiding these people on this journey. But just like if you think back to any major narrative, it took some time for the hero to begin to trust the guide. Luke didn't come out of the gate trusting Obi Wan in Star Wars. Obi Wan had to prove himself. And in this digital world, we prove ourselves through content. Content is built, content builds. Trust content is like placing micro deposits in the the trust bank. For a consumer, which the trust bank is, what's the trust fund is what sits between their ears. It's their brains, and it could take weeks, months, even years to make enough deposits to increase that consumers courage to make the commitment to apply with your financial brand. It could take seconds to deplete all of that by getting the wrong message to that consumer at the wrong time, and it totally makes the whole experience fall apart. Okay, so, Chief Robert, let's think a little bit deeper. That hero's journey, You know, you you talk about it and and and we talk about data and analytics and and trying to make it on a personal basis and understand the consumer. You know, when you look at this, when you look at journey maps, when you look at what customer journeys and the hero's journey and everything else you really are having toe personalize it. How does an organization look at content as opposed to being a drill broad brush? How do they make it a little bit narrower brush so that I feel like the consumer's talking to me Artists of bank financing to talk to me? Or do we simply create mawr content? So the consumer console elect what's important to them? Yeah, that's a great question. I think first and foremost, we need to just address the fact that there's such a tremendous gap in the ideas in the methodologies for for mapping and defining digital journeys from our studies, we found that around 85% of financial brands have not map these journeys out and and that that creates a gap. And I think a lot of it is rooted in the fact that we have this legacy thinking from the old world of we have broadcast marketing, driving traffic into a branch. But when we look at two back to your question of, do we need mawr content or do we need the right content? Well, it's I would say it's a mix of both. And when we look at the idea of digital consumer journeys and content, we can go and pick off our big product lines that we need to focus on our content production around first and foremost, and the way that I would prioritize This is through those different stages of the buying journey. We need specific content for the awareness stage. We need content for the consideration stage. We need content for the purchase stage and then that's just part half of the story because we also need content for the on boarding stage. But then another opportunity is content for the advocacy stage. And so then it's not just those different stages. It's those different stages within the top 3 to 5 business lines of a financial brand, and that could feel like a very daunting and overwhelming task. And so the best way to approach this is to break things up and to prioritize not only the content production but but also just as important. The content promotion, because of financial brand, can produce content, produce more content. But if they don't have the systems and processes to connect that content with...

...the people, then it's not going to create any value whatsoever. You see a problem with organizations trying to be too perfect in doing this. I mean, one thing we've seen from fintech companies that there's a lot of content, lot of blog's, a lot of podcasts, all kinds of different types of media and even video. But I think what the key is here and you and I do this for living. Ah, lot of this content stuff is if you look for perfection and if you're if you're doing something that has to go through compliance and through legal, everything like that, you're not gonna get content out. And sometimes the consumer doesn't want perfection. They want somebody to talk to them, and they're not perfect, either. And I think you find that to be a challenge because, you know, I know if if somebody's trying to write an article or a blawg, they get into it and into it and into and you never get completed. And you you just have to create mawr good content. And I'm wondering, Number one is profession in the way of getting content out there. And secondly, does your call center provide kind of the beginning that fun? Last two. What it consumers asking about because it changes almost daily technology has transformed our world, and digital has changed the way consumers shop for and buy financial services forever. Now, consumers make purchase decisions long before they walk into a branch if they walk into a branch at all. But your financial brand still wants to grow loans and deposits. We get it. Digital growth can feel confusing, frustrating and overwhelming for any financial brand marketing and sales leader. But it doesn't have thio because James Robert wrote the book that guides you every step of the way along your digital growth journey. Visit www dot digital growth dot com to get a preview of his best selling book, Banking on Digital Growth, Or order a copy right now for you and your team from Amazon. Inside you'll find a strategic marketing manifesto that was written to transform financial brands, and it is packed full of practical and proven insights you can start using today to confidently generate 10 times more loans and deposits. Now back to the show. My gosh, there's so many ways that we could take this conversation because your to your point of perfectionism absolutely. This is. I find what holds a lot of financial brand marketing cells and leadership teams back because I think for too long we've tried to present this perfect picture. It's almost like the instagram of the world to where it just needs to be good enough, and it's okay if it's a little bit raw. Take, for example, of podcast or even a video. I was doing a lot of coaching Post Cove it to help people get comfortable talking to the one eyed Cyclops camera because it can feel a little intimidating can feel a little uncomfortable, particularly if you've never had that experience before. But what this boils down to. Don't focus on yourself when you're thinking about these fears that get in your way of producing the perfect piece of content. Transform that mindset to think about the people that you're going to be helping with this content and what happens if you don't even get this out into the world. And so one of the ways I think about this is just to go all in. People will tell you what they have questions about, what their concerns are, so you just need to go all in. You need to ask people what's bothering them. You need toe, listen to what those problems are, and then you can learn and and they will guide you on those content production efforts. So this is hard stuff. I mean, we we talk about it as if it's simple, and, you know, Hey, you just have to do this and this and this and you know, most marketing departments, as you well know, it doesn't matter what size organizations are up to their eyeballs and initiatives right now. How can content marketing empower both the community financial brand as well as...

...the midsize regional to compete with the big banks. Where do they go to be able to get into it? To the degree they really have to? You know, the whole content idea. It's not something going halfway. But how can content marketing power both Ah community financial brand as well as a regional bank to compete with the big boys? Yeah, it takes. It takes some courage. It takes commitment. This is not something that you just dip your toe in the water. This is a long term game. It also takes focus. And what I mean by that It's about niche ing down and saying We're going to focus our content marketing efforts around a part particular niche market, and we're going to be known as the best in X, y or Z. You know, I think of a couple of examples about this. For example, American Express American Express had their open form. Now it's an MX business class, but they knew that content was going to be the next step in their growth journey. The same could happen for ah community institution or a regional who basically picks up and says, You know what? We're going to focus our efforts around empowering these small business owners, or we're going to focus our efforts on empowering this subset of consumers. Maybe it's maybe it's the moms because we got a lot of mommy bloggers and that creates a whole unique community in and of itself. So focus and commitment are key and ensuring a content effort moves forward. But I think another 12 is pilot programs. Proving the value, in a great example of that is what, um, SunTrust, now truest, has done with their on a program. This has been a case study that we've been following now for the last three or four years, and it's one that has been driven from the top down. So when we're looking at this, a starting point, would you say to try to figure out Okay, let's try to solve for a problem and let's do it really well with enough content as opposed to just maybe one or two pieces and, you know, you mentioned truest, you mentioned American Express. American Express made it very clear what they wanted their destination to be, and it was fairly you know, the narrow market, but a broad piece of their business, truest. You know, again, it was going toward a solution. So if a financial institution saying, I got to get my dip, my toe in the water, I got to get a victory here. Would you say, you know, try to address a major needs. For instance. Let's say it's a community or financial institution, even regional. Would you try to look at, You know, for instance, community investment right now, after in a postcode world Or, you know, maybe even a simple or or abroad as you know how to deal with post code finances, You know how much savings? Yeah, things like that. Do you see, looking at maybe a narrower scope because you could e mean financial business is huge. I mean, there's all kinds of different paths you go to go down, you getting back to that strategic planning process and figure out what you want it next. What do you say? Keep your range narrow to begin with and do it well. In that sense, yes. Narrow the niche. The riches are in the niches. And whenever you go too broad, you lose that that sense of focus. And then you begin to stumble and fall When you, when you rein in and become very tight around a specific subset of the market, focusing on their questions there there needs their concerns. It's much easier to get some mo mentum behind you taking this toe a smaller community level. You know, we talked Amex, right? Big, Big, Big Brand Louisiana Federal Credit Union.

They produce something called the Complete Guide Toe Exponential Business Growth, and that has generated tens of millions of dollars worth of leads and prospects that their business team is able to pick up. They can run ads against this content. They could get very targeted with their ads to generate those leads and then to nurture those leads to a marketing automation follow up. So focus on the niche. And I think the other thing, too, is to think about the production process that goes into this. That's where I see a lot of financial brands begin to stumble and fall because they're thinking, well, how are we going to produce content at scale to create value? They start with the end product, if you will, of a nart ical or a social media post. But there's a better way that I think you and I could talk through toe to simplify those those production efforts. So a lot of times you talk about content, marketing people immediately saying Vlog post something that have written or maybe social Media. But there's a lot of different channels and and to your point that you just made them to double up this question a little bit. It's not just the different channels you can use, but don't just put it out there and people find it. You know, the the reality is that it's not feel the dreams. It's not. If you build it, they will come. You know, the real leverage here and again I get back to what you and I do for somewhat for a living is how many different ways can you promote this out to the marketplace to make this content really become a multiplier effect? So you know what different kinds of content can be developed and then one of some of the great ways to promote what you've done absolutely well. There's. There's two sides to the coin. There's a production side. There's the promotion side. Let's talk on the production side first. I really encourage financial brands to start thinking evergreen content, and that's a vast departure. What does that? What does that mean? That's a great question. Yeah, it's a great It's a great departure from the traditional marketing campaign. Traditional marketing campaigns typically have a short shelf life, but when we think about evergreen content, we're thinking about creating content assets that create exponential value for the future. So the longer that there in the marketplace, the MAWR value they will create and typically these air aligned around a specific buying journey, you're coming back to your point. Ah, specific niche need within the marketplace. Ah, great example, the financial brand who focus on these efforts. They actually grew their organic blawg traffic 4000% since 2018, and just in 2020 they're going to generate over 30,000 visits of organic search traffic, which is generating because the way that they're blogged articles are optimized. They're generating leads through that blawg for their team to pick up. But it doesn't start with just the blawg. It starts with creating what I would call a pillar piece of content and what we're looking at. There is some type of video content or podcast content, and that podcast can then be atomized and broken up into smaller pieces of content. For example, you can pull the audio out of the podcast, and you give that to a writing team. They can create a couple of articles around that podcast. You could take the podcast and turn it into audio grams for social media with key quotes or incites the same thing with images with with quotes. For social media, we can take that podcast or that webinar, and then turn that into an e book. E book becomes a lead generation piece, so there's a lot of ways we're coming back to the original part of this conversation. Content marketing is about systems and processes, both on the production as well as on the promotion side, and I want to speak to that point for just a minute. If we create a piece of content and we fell to promote it, it will not create any value whatsoever. So the way that I like and this is you have the organic promotion, you have paid promotion. But one of the most untapped opportunities...

...from a promotion standpoint is to create content and then work with internal teams. I call them snags or social media advocacy groups, and that could be people in the call center that could be people on your cells team. They have their own personal social networks, empower them with content and let them become content promoters to create value for their own social networks. And we'll get a lot more value over the long term with those pieces of content. So, James Robert, when you when you you know you've done a lot of research into this and with your digital growth program, you know of organizations wanted to figure out, you know, how are other organizations doing this to give them to spur other generation, their creativity? You know, you've mentioned a couple examples with Amex, and you mentioned, uh, the I think it was Louisiana Federal Credit Union. Also, what is done by truest I'm wondering what are some other organizations that are doing something really well, but where somebody could go right toe aside and say, Oh my God, look at all the content they created and I'm sure I could get something here I can play off of, you know, again, copying is not illegal on this stuff. Now. I wouldn't take it word for word, but certainly the topic sees they consider. You know, when you want to show somebody, How is your organization doing it? Well, where would you point them? Well, we've got, for example, grow in the Wisconsin fortified bank. Little Community Bank out of Wisconsin transformed their entire thinking, and they built a almost a standalone content platform that's framed around their purpose to grow the businesses and the families with in Wisconsin. And so they launched this initiative, called Grow in Wisconsin Toe, where they're utilizing video and video stories, deploying the story selling methodology that we have talked about before. That puts people as the hero, the small business as the heroes in the stories that they're telling, and their business services team is able to utilize that on the commercial side. Their consumer side is able to use this whenever they're they're talking about the retail side, they're able to repurpose this content and share it throughout the organization. Another one that comes thio second, that one I grow in Wisconsin. What's interesting about that is by using clients as your spokespeople by doing man on the street type videos to know that it's not always going to be perfect. What's interesting there And you've done this before by highlighting somebody you worked with before they end up being your sales person. They end up and you end up with you know, you you don't think you have ideas for content. All of a sudden, I'm sure, you know, fortified Bank has got people calling them all the time going. Hey, can you do a story? And me? Can you do it on me? In some cases, it may not even be customers, and they're saying, Yeah, we'll do it on you and what's great is content starts to come to you. You know, you've done it before with your book I've done with my podcast. It's amazing when you start to do something and people get into a rhythm as to what you're trying to dio, you're gonna find the content comes to you. Ideas come to you. Someone's going to say, you know, why haven't you done anything on financial planning? Why haven't you done anything on financing my business or whatever it may be. Give me some more examples. It was just doing what You brought that up because I realized you're leveraging the people you're engaging with as when you're selling tools. I wanna add to that thought you mentioned something. When you start down this path and you stick to that Teoh to the commitment and you create the habit to continue forward, content will find you. And I think a lot of times financial brands get hung up because they think about themselves as the content kind of producer or who has to tell the story. But to your point, we can go into our communities and highlight and tell the stories of other people and also use them as the experts and whatever it might be. For example, on the home buying side, we might want to go with to a couple of realtors and ask them if they want to collaborate on a content piece. Maybe if it's on the auto loan side, we could go to a couple...

...mechanics and say, How can we ensure that you know, this investment in this automobile continues running Ford's way? See have such a strong correlation between financial being in physical well being. So why can't we go and talk to a couple of of Jim's who their whole business model has been transformed and do some content collaborations about financial and physical health? So you're right. The more that we do this, the content will find you. It's just about looking outwards outside of ourselves. I think another great example of this is tropical financial in the South Florida market, developing not just, um, a content piece, but really a program around what we call get beyond money on. It's really getting people beyond the financial stress and who's not stressed about money Post Co vid. But this has become a lead generation and a lead nurturing engine. One of the key elements that they have in this program is what is called a quick savings quiz that someone can calculate how much money they might be losing and then, based upon those that data the credit unique, and then serve up specific pieces of content to help people get beyond that stress, get get beyond money and live live that purpose. You know, one thing you brought up and I know you're gonna be sharing with our audience. Ah, lot of these examples. A lot of the organizations they can dig in tow and find out you know more about what content is you mentioned about consistency and reliability. Um, you can't do this halfway. And both of us have found that the best way to get people to buy into your content is for them to know what days to find it. What time to find it. You know, I do my podcast every Tuesday it goes live every Tuesday at 6 a.m. And people know on Tuesday confined. They know on financial brand. I'm always gonna write a NAR tickle. On Monday morning, you had the same experience. But this cultures, financial institutions as well. If people start to buy into your content, don't leave them hanging. And just because you may have three pieces of content on that you have available immediately, you could present think about whether or not if you should space those out and keep it on your sequencing. You know what people look for is a cadence and the reliability of what that sequence is gonna be. So let's say you do. It's gonna be Monday and Wednesday or it's gonna be Monday, Every other Monday of the month or whatever is gonna be build a cadence because people get used to it. You know, I was talking to Ron Shevlin got just two years ago now when he started writing for Forbes. He says, You know, I I don't You know, maybe I'm gonna take next Monday off. He said, you can't do that. You don't understand. People come to rely on being able to see what you've written on each Monday. So what you gotta do is you gotta build for that. It's amazing. People look forward to seeing the next thing you come out within. A lot of the Fintech have really done a really good job of this. But overall, when you're looking at building content, we really have to do. And we talked about this the very beginning. Yeah, you really need top level commitment around a content strategy, and this thing goes for everything in the strategic plan. The biggest gap we've seen in the digital bank report is that organizations that aren't successfully traveling down the digital transformation journey are usually because the top level commitment isn't there is more talk than action. You see this as well. Absolutely. People fear what they don't know. People fear what they don't understand. That's human nature. I get it. And this is why, for me transformation of any type, whether that be the individual. And there's four levels of transformation that have to happen here, do you have to transform the self, transform the team, transform the organization, and then and only then can you transform the community? And so transformation must begin with training to help the unaware become aware of what the opportunities for digital growth are for what content are for the matter of this conversation, because when you provide them clarity, you help them toe overcome the fears of...

...the unknown that keep them stuck in the cave of complacency. As we wrap up today's conversation, and as you look ahead to 2021 I want you to take a few minutes to think about where you are right now on your own digital growth journey. And to do that, you could start by reflecting on the biggest lessons that you've learned during this very dynamic year of 2020 as a marketing or cells leader at a bank or credit union, or even a Fintech. Then I want you to think about the transformations that must happen first and foremost for you, then for your team and third for your organization, so that you may continue to transform the lives of the people in the communities that you serve by guiding them beyond their financial stress and leading them towards an even bigger, better and brighter future. And as you think about these three transformations of yourself, your team, your organization, lastly, I want you to consider what's holding you back. What's holding your team back? What's holding your organization back? What is keeping you stuck in the cave of complacency and preventing you from moving forward and making progress to maximize your future digital growth potential. Now let me know what you're thinking. Let me know what's on your mind because I want to help guide you forward along your digital growth journey. Now is the time to get out your phone and text me a quick question that you'd like to get answers to. On a future podcast episode. You can text me at 4155793004 Once again. Text me your question that you'd like to get answers to on a future podcast. Episode 24155793004 This is my personal number and I do read and reply to every text message, and I look forward to answering your question on an upcoming podcast. Remember the Onley Bad question is the question that goes unasked, as always, in until next time be well, do good and wash your hands. Thank you for listening to 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 on Apple podcasts, Google Podcast or Spotify and subscribe while you're there to get even. Mawr Practical in proven insights, visit www dot digital growth dot com to grab a preview of James Roberts bestselling book Banking on Digital Growth or order a copy right now for you and your team from Amazon. Inside, you'll find a strategic marketing and sales blueprint framed around 12 key areas of focus that empower you to confidently generate 10 times more loans and deposits until next time, be well and do good.

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