Banking on Digital Growth
Banking on Digital Growth

Episode · 1 year 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. Ontoday's episode, we're going to go inside digital growth, but in a littlebit of a different way, as I'd like to share a conversation I recently hadwith 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 aheadto 2021 I know that many marketing budgets are getting cut. Financialbrands around the world enjoy the show. Yeah, you're listening to banking on DigitalGrowth with James Robert Lay, a podcast that empowers financial brand marketing,sales and leadership teams to maximize their digital growth potential bygenerating 10 times more loans and deposits. Today's episode is part ofthe inside digital growth Siri's, where James Robert shares answers to some ofthe biggest digital marketing and sales questions he gets from the digitalgrowth community. Have a question you want to get answers to on a futureepisode, visit www dot go ask jr dot com to submit your question today. Nowlet's go inside. Digital growth Greetings in Hello, Thank you fortuning into the 49th episode of the Banking on Digital Growth podcast whereI, James Robert Lay, your digital anthropologist, commit to coach andguide you along your digital growth journey to empower you to generate 10times more loans and deposits by guiding people in the communities thatyou serve beyond their financial stress towards a bigger, better and brighterfuture. Today's episode is part of the inside digital growth Siri's and I lookforward to pulling back the curtain and sharing a conversation that I recentlyhad 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 2021now more than ever, banks and creditors must make every marketing dollar countmust make every marketing dollar work overtime. In fact, I actually inpredicting that marketing budget cuts could end up being a very good thing inthe long term because expensive media that so many financial brands are usedto buying expensive media does not always mean better media, and thatcould be media in the traditional sense of TV and radio. Or it could beexpensive media in doing very expensive digital ad buys. But what's thesolution? 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 getyour financial brands message out into an even Mawr crowded and even mawrcommoditized market place in this post Covic digital world? Well, these arejust a few questions that Jim and I are going to answer for you in today'sconversation, as there are in fact, many different growth opportunitiesavailable for you to create or capture, thanks to the power of both digital andeven really more so content marketing. So let's get into it, Jim, looking forward to theconversation on Big Topic right now, considering that a lot of marketingbudgets I hear are getting cut for financial brands for banks, for creditunions, 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 strategicplanning process and there are so many unknowns right now, and I think thatthe 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 yetand going back and actually building off of last year. Strategic plan is nota recipe for success going forward. You know, we really gonna have to reset thebenchmark 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 marketingdollar work. Yes, digital marketing and content marketing all help. But you youhave a limited budget in your new book, Banking on Digital Growth. You reallyexplain that expensive media doesn't necessarily mean better media, and themedia should use isn't always expensive both sides of the same coin. And how alimited budget strategy could beat the biggest players. And that's really whatwere we talking about today? What are we talking to every institutes? We'renot talking about the small institution, what we talk about every sizeorganization on what are some of the strategies that can make marketing workwhen budgets are limited? And you know, really, your book does so much intalking about this the bank banking on user growth. It's it's why it's thebest seller and, you know, a zoo. You know, we've been doing a lot ofresearch to the digital banking port lately, and we've seen a lot of trends,major trends, especially as relates to marketing. For instance, we realizedthat consumers right now, probably because of covert, is much anythingelse, really not only understand the potential of personalized digitalcommunication and solutions, but even more importantly, they're expecting itnow. So while maybe before Kobe, you didn't have people understanding thepredictability power of Netflix or Amazon or didn't understand the digitalintegration of instant car door or even, you know, some of the financial APS,the reality is the consumer now understands what is possible. Andwhat's exciting is that we're willing to share data. But on Lee, if they getvalue back, you know another major finally found with digital Mega reportwas that organizations understand the importance of data analytics andpersonalization. However, more than 75% said they feel they're inept, inept andapplying data and AI towards a better customer experience towardspersonalization. You know, Robert J. Robert. It's really interesting whenyou look at those elements and when you look at the fact that thatorganizations 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 thatthat 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, Youknow, 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 newcustomer that's expecting a lot of communication. In addition, mostorganizations don't even have a dynamic as to how much content market wouldthey 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 keyhere is it gets down to deploying. The resource is available that consumerswant you to use in the best possible possible way. You know you know, youyou have written a book on this, and, uh, Lee mentioned in the beginning thatyou know, you you were in the book. You've worked with a number offinancial France on the mission to simplify their digital marketing salesstrategies. You've been named tops global financial services influencer tofollow by the financial brand. But when we're looking at the components, whatdo you see? Jean Robert, as as the major components of financialinstitutions should be looking at right now what and the broad sense, What arewhat 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 righthere, and this is coming. It's all about communication. It's about usingdigital 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. Itall starts with communication. It's just the ways and the mediums in whichwe communicate. That is what is vastly different and and and no longer are theold World rules of to your point about email, one message to many peoplerelevant anymore. It's about getting the right communication or the rightcontext within the context of the consumers buying journey. So when youlook at that James Robert what you know, we talk content marketing and and wetalk about it real freely. What exactly is content marketing? There's a lot ofconfusion in this area. Uh, content is just one element of an entire largerdigital growth strategy. But I think it's important that we clear up some ofthis confusion early and often and academically. Here. The Digital GrowthInstitute. We define content marketing as well defined systems and processesto really position the financial brand as a subject matter experts within thecommunities that they serve with really three specific goals to attract theright people to capture and nurture those relationships and then ultimately,to create value for the financial brand by converting those leads into loansand deposits. But by doing so not by promoting the same commoditized, greatrates and amazing services and look alike a laundry list of productfeatures 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 financialinstitutions, you know. Every brand is using content pretty effectively. Youknow what, without salesforce on the street without events going on withoutthe 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 verypopular drink of it. When you look at content in a general sense and it isspecific sense, are we talking about just educational content? Are wetalking about the ability for a financial institution to use contentmarketing, for instance, Teacher person how to do remote deposit capture? Arewe talking about content and really well, say, the really intense phase off?Looking at financial planning and things like that are gonna make sureboth the way that we frame this up that's a great question is there'sreally 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 athigher up in the buying journey when you're just trying to get consumersthio no you to like you in the first place because there's there's differentpsychological levels that this type of content guides people through people.People need to trust you at an emotional level. When we lookempathetic content, it's about leaning in to some of their pain points, butalso offering a solution. Then to your point. We have the educational contentand this is where we're looking at a tremendous opportunity in theconsideration stage of the buying journey to where we're nurturing peoplewere reinforcing our expertise. And the way that we can look at this is a widevariety of content, things like, for example, Webinars. I know, for example,PNC Bank has been doing a lot of...

...webinars. We've seen American Expressdo Webinars on the small business side, but then also, we've got podcast. We'vegot video. We could turn all of that into articles. Then we have empoweringcontent. And this, to me, is one of the most effective ways here because nowwe're really empowering people to begin to make confident decisions when itcomes to selecting a financial brand that they're wanting to work with. Andso things like E books buying guides, checklists, quizzes, assessments. But Ithink the secret toe all of this is to use the elevating content. The last onewhen we look at these four content archetypes and this is right at themoment of truth, right when someone is ready to commit to you to click theapply button, but they just need a little bit more inspiration to pushthem over the edge and That's where we can use the stories off people that wehave helped before that look just like them that have gone through the journeythat they've they've been on. But it says we've done this before. We can doit again and we can help you get beyond whatever is holding you back and getyou to a bigger, better, brighter future. So what are some of the biggestchallenges you see when it comes to content market, especially when you'relooking at Let's look at the small organization, but also the bigorganization. What? What is the biggest barrier to success when you're reallylooking at content marketing? You know, I think the biggest barrier besides thefact that that a lot of financial brands that we work with don't have areally well defined content marketing strategy is part of a larger digitalgrowth strategy. It's the fact that most financial brands are telling theexact same story with their content. Coming back to that idea of we havethese great rates. We have these amazing services thes lookalike laundrylist of product features and now post covitz, the We're here for you and Iknow that you've experienced that as well, with some of the communicationthat that you received the But but what? The problem is with this and and evenfinancial brands who are dabbling with content, they might be purchasingcontent from AH, service. But the problem is, is that's the same exactcontent that another financial brand has. And so all of this is rooted inwhat I call narcissistic, marketing, think, broadcast marketing. And when wethink about narcissistic marketing, it really positions the financial brand asthe hero in the stories that they tell. But if we go back and we studyliterature going all the way back to the cave paintings, Um, in the earlydays of man, there can Onley be one hero in a story. And for consumer, thathero is themselves. That hero is the consumer. And when we positionourselves in our communication as a financial brand as the hero, what we'redoing 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 customercentric marketing and how important that is. But really, what you're sayingis we don't want any more look and say, Well, we're gonna use this to sellsomething. What we really want is the ability to talk to the consumer intheir language and what they need. I mean, especially now with cove, itThere'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 Irealized maybe I didn't need to. What do I do now? So I catch up, so I keepon, you know, putting money and savings. So really, what you're talking abouthere, you're really looking at saying, you know, you gotta flip the coin yougotta look at what is it for the consumer and really put them in thecenter 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 theirlanguage. You know? Ah, lot of times we have the curse of knowledge asfinancial brands, whether you're on the marketing team or the cells team or theleadership team. So we know banker...

...knees. We know what l t. V and D T. Imeans But when you're talking and you're using all of this banker knees,it increases the confusion and the complexity, which is inherent infinancial services. And so the best way to put people at the center of all ofyour thinking, all of your doing all of your communication is to really beginThio. Think about them as the heroes in this art type journey, and we positionour financial brand as the helpful guide, the Obi Wan Kenobi, the MrMiyagi, the Yoda and and were guiding these people on this journey. But justlike if you think back to any major narrative, it took some time for thehero to begin to trust the guide. Luke didn't come out of the gate trustingObi Wan in Star Wars. Obi Wan had to prove himself. And in this digitalworld, we prove ourselves through content. Content is built, contentbuilds. 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 sitsbetween their ears. It's their brains, and it could take weeks, months, evenyears to make enough deposits to increase that consumers courage to makethe commitment to apply with your financial brand. It could take secondsto deplete all of that by getting the wrong message to that consumer at thewrong 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 andtrying 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 whatcustomer journeys and the hero's journey and everything else you reallyare having toe personalize it. How does an organization look at content asopposed to being a drill broad brush? How do they make it a little bitnarrower brush so that I feel like the consumer's talking to me Artists ofbank financing to talk to me? Or do we simply create mawr content? So theconsumer 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 sucha tremendous gap in the ideas in the methodologies for for mapping anddefining digital journeys from our studies, we found that around 85% offinancial brands have not map these journeys out and and that that createsa gap. And I think a lot of it is rooted in the fact that we have thislegacy thinking from the old world of we have broadcast marketing, drivingtraffic into a branch. But when we look at two back to your question of, do we need mawr content or do we needthe right content? Well, it's I would say it's a mix of both. And when welook at the idea of digital consumer journeys and content, we can go andpick off our big product lines that we need to focus on our content productionaround first and foremost, and the way that I would prioritize This is throughthose different stages of the buying journey. We need specific content forthe awareness stage. We need content for the consideration stage. We needcontent for the purchase stage and then that's just part half of the storybecause we also need content for the on boarding stage. But then anotheropportunity is content for the advocacy stage. And so then it's not just thosedifferent stages. It's those different stages within the top 3 to 5 businesslines of a financial brand, and that could feel like a very daunting andoverwhelming task. And so the best way to approach this is to break things upand to prioritize not only the content production but but also just asimportant. The content promotion, because of financial brand, can producecontent, produce more content. But if they don't have the systems andprocesses to connect that content with...

...the people, then it's not going tocreate any value whatsoever. You see a problem with organizations trying to betoo perfect in doing this. I mean, one thing we've seen from fintech companiesthat there's a lot of content, lot of blog's, a lot of podcasts, all kinds ofdifferent types of media and even video. But I think what the key is here andyou and I do this for living. Ah, lot of this content stuff is if you lookfor perfection and if you're if you're doing something that has to go throughcompliance and through legal, everything like that, you're not gonnaget content out. And sometimes the consumer doesn't want perfection. Theywant somebody to talk to them, and they're not perfect, either. And Ithink you find that to be a challenge because, you know, I know if ifsomebody's trying to write an article or a blawg, they get into it and intoit and into and you never get completed. And you you just have to create mawrgood content. And I'm wondering, Number one is profession in the way of gettingcontent out there. And secondly, does your call center provide kind of thebeginning that fun? Last two. What it consumers asking about because itchanges almost daily technology has transformed our world, and digital haschanged the way consumers shop for and buy financial services forever. Now,consumers make purchase decisions long before they walk into a branch if theywalk into a branch at all. But your financial brand still wants to growloans and deposits. We get it. Digital growth can feel confusing, frustratingand overwhelming for any financial brand marketing and sales leader. Butit doesn't have thio because James Robert wrote the book that guides youevery step of the way along your digital growth journey. Visit www dotdigital growth dot com to get a preview of his best selling book, Banking onDigital 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 totransform financial brands, and it is packed full of practical and proveninsights you can start using today to confidently generate 10 times moreloans and deposits. Now back to the show. My gosh, there's so many waysthat we could take this conversation because your to your point ofperfectionism absolutely. This is. I find what holds a lot of financialbrand marketing cells and leadership teams back because I think for too longwe've tried to present this perfect picture. It's almost like the instagramof the world to where it just needs to be good enough, and it's okay if it's alittle bit raw. Take, for example, of podcast or even a video. I was doing alot of coaching Post Cove it to help people get comfortable talking to theone eyed Cyclops camera because it can feel a little intimidating can feel alittle uncomfortable, particularly if you've never had that experience before.But what this boils down to. Don't focus on yourself when you're thinkingabout these fears that get in your way of producing the perfect piece ofcontent. Transform that mindset to think about the people that you'regoing to be helping with this content and what happens if you don't even getthis out into the world. And so one of the ways I think about this is just togo all in. People will tell you what they have questions about, what theirconcerns are, so you just need to go all in. You need to ask people what'sbothering them. You need toe, listen to what those problems are, and then youcan learn and and they will guide you on those content production efforts. So this is hard stuff. I mean, we wetalk about it as if it's simple, and, you know, Hey, you just have to do thisand this and this and you know, most marketing departments, as you well know,it doesn't matter what size organizations are up to their eyeballsand initiatives right now. How can content marketing empower both thecommunity financial brand as well as...

...the midsize regional to compete withthe big banks. Where do they go to be able to get into it? To the degree theyreally have to? You know, the whole content idea. It's not something goinghalfway. But how can content marketing power both Ah community financial brandas well as a regional bank to compete with the big boys? Yeah, it takes. Ittakes some courage. It takes commitment. This is not something that you just dipyour toe in the water. This is a long term game. It also takes focus. Andwhat I mean by that It's about niche ing down and saying We're going tofocus 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 acouple of examples about this. For example, American Express AmericanExpress had their open form. Now it's an MX business class, but they knewthat content was going to be the next step in their growth journey. The samecould happen for ah community institution or a regional who basicallypicks up and says, You know what? We're going to focus our efforts aroundempowering these small business owners, or we're going to focus our efforts onempowering this subset of consumers. Maybe it's maybe it's the moms becausewe got a lot of mommy bloggers and that creates a whole unique community in andof itself. So focus and commitment are key and ensuring a content effort movesforward. But I think another 12 is pilot programs. Proving the value, in agreat example of that is what, um, SunTrust, now truest, has done withtheir on a program. This has been a case study that we've been followingnow for the last three or four years, and it's one that has been driven fromthe top down. So when we're looking at this, a starting point, would you sayto try to figure out Okay, let's try to solve for a problem and let's do itreally well with enough content as opposed to just maybe one or two piecesand, you know, you mentioned truest, you mentioned American Express.American Express made it very clear what they wanted their destination tobe, and it was fairly you know, the narrow market, but a broad piece oftheir business, truest. You know, again, it was going toward a solution. So if afinancial institution saying, I got to get my dip, my toe in the water, I gotto 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, communityinvestment right now, after in a postcode world Or, you know, maybe evena simple or or abroad as you know how to deal with post code finances, Youknow how much savings? Yeah, things like that. Do you see, looking at maybea 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 tothat strategic planning process and figure out what you want it next. Whatdo you say? Keep your range narrow to begin with and do it well. In thatsense, yes. Narrow the niche. The riches are in the niches. And wheneveryou go too broad, you lose that that sense of focus. And then you begin tostumble and fall When you, when you rein in and become very tight around aspecific subset of the market, focusing on their questions there there needstheir concerns. It's much easier to get some mo mentum behind you taking thistoe a smaller community level. You know, we talked Amex, right? Big, Big, BigBrand Louisiana Federal Credit Union.

They produce something called theComplete Guide Toe Exponential Business Growth, and that has generated tens ofmillions of dollars worth of leads and prospects that their business team isable to pick up. They can run ads against this content. They could getvery targeted with their ads to generate those leads and then tonurture those leads to a marketing automation follow up. So focus on theniche. And I think the other thing, too, is to think about the productionprocess that goes into this. That's where I see a lot of financial brandsbegin to stumble and fall because they're thinking, well, how are wegoing to produce content at scale to create value? They start with the endproduct, if you will, of a nart ical or a social media post. But there's abetter way that I think you and I could talk through toe to simplify thosethose production efforts. So a lot of times you talk about content, marketingpeople immediately saying Vlog post something that have written or maybesocial Media. But there's a lot of different channels and and to yourpoint that you just made them to double up this question a little bit. It's notjust the different channels you can use, but don't just put it out there andpeople find it. You know, the the reality is that it's not feel thedreams. It's not. If you build it, they will come. You know, the real leveragehere and again I get back to what you and I do for somewhat for a living ishow many different ways can you promote this out to the marketplace to makethis content really become a multiplier effect? So you know what differentkinds of content can be developed and then one of some of the great ways topromote what you've done absolutely well. There's. There's two sides to thecoin. There's a production side. There's the promotion side. Let's talkon the production side first. I really encourage financial brands to startthinking evergreen content, and that's a vast departure. What does that? Whatdoes that mean? That's a great question. Yeah, it's a great It's a greatdeparture from the traditional marketing campaign. Traditionalmarketing campaigns typically have a short shelf life, but when we thinkabout evergreen content, we're thinking about creating content assets thatcreate exponential value for the future. So the longer that there in themarketplace, the MAWR value they will create and typically these air alignedaround a specific buying journey, you're coming back to your point. Ah,specific niche need within the marketplace. Ah, great example, thefinancial brand who focus on these efforts. They actually grew theirorganic blawg traffic 4000% since 2018, and just in 2020 they're going togenerate over 30,000 visits of organic search traffic, which is generatingbecause the way that they're blogged articles are optimized. They'regenerating leads through that blawg for their team to pick up. But it doesn'tstart with just the blawg. It starts with creating what I would call apillar piece of content and what we're looking at. There is some type of videocontent or podcast content, and that podcast can then be atomized and brokenup into smaller pieces of content. For example, you can pull the audio out ofthe podcast, and you give that to a writing team. They can create a coupleof articles around that podcast. You could take the podcast and turn it intoaudio grams for social media with key quotes or incites the same thing withimages with with quotes. For social media, we can take that podcast or thatwebinar, and then turn that into an e book. E book becomes a lead generationpiece, so there's a lot of ways we're coming back to the original part ofthis conversation. Content marketing is about systems and processes, both onthe production as well as on the promotion side, and I want to speak tothat point for just a minute. If we create a piece of content and we fellto promote it, it will not create any value whatsoever. So the way that Ilike and this is you have the organic promotion, you have paid promotion. Butone of the most untapped opportunities...

...from a promotion standpoint is tocreate content and then work with internal teams. I call them snags orsocial media advocacy groups, and that could be people in the call center thatcould be people on your cells team. They have their own personal socialnetworks, empower them with content and let them become content promoters tocreate value for their own social networks. And we'll get a lot morevalue 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 withyour digital growth program, you know of organizations wanted to figure out,you know, how are other organizations doing this to give them to spur othergeneration, their creativity? You know, you've mentioned a couple examples withAmex, and you mentioned, uh, the I think it was Louisiana Federal CreditUnion. Also, what is done by truest I'm wondering what are some otherorganizations that are doing something really well, but where somebody couldgo right toe aside and say, Oh my God, look at all the content they createdand 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 toshow somebody, How is your organization doing it? Well, where would you pointthem? Well, we've got, for example, grow in the Wisconsin fortified bank.Little Community Bank out of Wisconsin transformed their entire thinking, andthey built a almost a standalone content platform that's framed aroundtheir purpose to grow the businesses and the families with in Wisconsin. Andso they launched this initiative, called Grow in Wisconsin Toe, wherethey're utilizing video and video stories, deploying the story sellingmethodology 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 theirbusiness 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 aboutthe retail side, they're able to repurpose this content and share itthroughout the organization. Another one that comes thio second, that one Igrow in Wisconsin. What's interesting about that is by using clients as yourspokespeople by doing man on the street type videos to know that it's notalways going to be perfect. What's interesting there And you've done thisbefore by highlighting somebody you worked with before they end up beingyour sales person. They end up and you end up with you know, you you don'tthink 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 youdo a story? And me? Can you do it on me? In some cases, it may not even becustomers, and they're saying, Yeah, we'll do it on you and what's great iscontent starts to come to you. You know, you've done it before with your bookI've done with my podcast. It's amazing when you start to do something andpeople get into a rhythm as to what you're trying to dio, you're gonna findthe 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 youdone anything on financing my business or whatever it may be. Give me somemore examples. It was just doing what You brought that up because I realizedyou're leveraging the people you're engaging with as when you're sellingtools. I wanna add to that thought you mentioned something. When you startdown this path and you stick to that Teoh to the commitment and you createthe habit to continue forward, content will find you. And I think a lot oftimes financial brands get hung up because they think about themselves asthe 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 otherpeople 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 andask them if they want to collaborate on a content piece. Maybe if it's on theauto loan side, we could go to a couple...

...mechanics and say, How can we ensurethat you know, this investment in this automobile continues running Ford's way?See have such a strong correlation between financial being in physicalwell being. So why can't we go and talk to a couple of of Jim's who their wholebusiness model has been transformed and do some content collaborations aboutfinancial 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 ofourselves. I think another great example of this is tropical financialin the South Florida market, developing not just, um, a content piece, butreally a program around what we call get beyond money on. It's reallygetting people beyond the financial stress and who's not stressed aboutmoney Post Co vid. But this has become a lead generation and a lead nurturingengine. One of the key elements that they have in this program is what iscalled a quick savings quiz that someone can calculate how much moneythey 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 thatstress, get get beyond money and live live that purpose. You know, one thingyou brought up and I know you're gonna be sharing with our audience. Ah, lotof these examples. A lot of the organizations they can dig in tow andfind out you know more about what content is you mentioned aboutconsistency and reliability. Um, you can't do this halfway. And both of ushave found that the best way to get people to buy into your content is forthem to know what days to find it. What time to find it. You know, I do mypodcast every Tuesday it goes live every Tuesday at 6 a.m. And people knowon Tuesday confined. They know on financial brand. I'm always gonna writea NAR tickle. On Monday morning, you had the same experience. But thiscultures, financial institutions as well. If people start to buy into yourcontent, don't leave them hanging. And just because you may have three piecesof content on that you have available immediately, you could present thinkabout whether or not if you should space those out and keep it on yoursequencing. You know what people look for is a cadence and the reliability ofwhat that sequence is gonna be. So let's say you do. It's gonna be Mondayand Wednesday or it's gonna be Monday, Every other Monday of the month orwhatever 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 startedwriting for Forbes. He says, You know, I I don't You know, maybe I'm gonnatake 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 lookforward to seeing the next thing you come out within. A lot of the Fintechhave really done a really good job of this. But overall, when you're lookingat building content, we really have to do. And we talked about this the verybeginning. Yeah, you really need top level commitment around a contentstrategy, and this thing goes for everything in the strategic plan. Thebiggest gap we've seen in the digital bank report is that organizations thataren't successfully traveling down the digital transformation journey areusually because the top level commitment isn't there is more talkthan action. You see this as well. Absolutely. People fear what they don'tknow. People fear what they don't understand. That's human nature. I getit. And this is why, for me transformation of any type, whetherthat be the individual. And there's four levels of transformation that haveto happen here, do you have to transform the self, transform the team,transform the organization, and then and only then can you transform thecommunity? And so transformation must begin with training to help the unawarebecome aware of what the opportunities for digital growth are for what contentare 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 thecave of complacency. As we wrap up today's conversation, and as you lookahead to 2021 I want you to take a few minutes to think about where you areright now on your own digital growth journey. And to do that, you couldstart by reflecting on the biggest lessons that you've learned during thisvery dynamic year of 2020 as a marketing or cells leader at a bank orcredit union, or even a Fintech. Then I want you to think about thetransformations that must happen first and foremost for you, then for yourteam and third for your organization, so that you may continue to transformthe lives of the people in the communities that you serve by guidingthem beyond their financial stress and leading them towards an even bigger,better and brighter future. And as you think about these three transformationsof yourself, your team, your organization, lastly, I want you toconsider what's holding you back. What's holding your team back? What'sholding your organization back? What is keeping you stuck in the cave ofcomplacency and preventing you from moving forward and making progress tomaximize 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 alongyour digital growth journey. Now is the time to get out your phone and text mea 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'dlike to get answers to on a future podcast. Episode 24155793004 This is mypersonal number and I do read and reply to every text message, and I lookforward to answering your question on an upcoming podcast. Remember the OnleyBad question is the question that goes unasked, as always, in until next timebe well, do good and wash your hands. Thank you for listening to anotherepisode of Banking on Digital Growth with James Robert Ley. Like what youhear? 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. MawrPractical in proven insights, visit www dot digital growth dot com to grab apreview of James Roberts bestselling book Banking on Digital Growth or ordera copy right now for you and your team from Amazon. Inside, you'll find astrategic marketing and sales blueprint framed around 12 key areas of focusthat empower you to confidently generate 10 times more loans anddeposits until next time, be well and do good.

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