Banking on Digital Growth
Banking on Digital Growth

Episode · 1 year ago

32) #DigitalGrowthJourney: When It Comes to Digital Growth, There’s No More Next Time w/ John Oxford

ABOUT THIS EPISODE

You may have heard of the 4 P’s of marketing.

Person, place, price, and promotion.

Well, in today’s marketing world, these are meaningless.

It’s time we start focusing on the 4 C’s of marketing.

In today’s Digital Growth Journey Series episode, I speak with John Oxford, Director of Marketing at Renasant Bank and author of No More Next Time, about how financial brand marketing needs to adapt to the modern — and post-COVID — era.

We discuss:

  • Why the 4 C’s are replacing the 4 P’s in modern marketing
  • Why now is the best time for digital growth
  • Why today’s marketing requires risk and aggressiveness

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

Bankers mostly think about how can Ieliminate risk, and how can I eliminate t expenses and so marketing is implcompletely different? It's always a risk to put a message out there,whether it be compliance to risk reputational risk expense risk, there'salways a wrisk Tso you're doing something that makes you vulnerable out.The Gate you ere listening to banking, ondigital growth, with James Robert Lay a podcast that empowers financial brandmarketing sales and leadership teams to maximize their digital growth potentialby generating ten times more loans and deposits. Today's episode is part ofthe Digital Growth Journeys Series where James Robert Uncovers andexplorers some of the industry's biggest digital marketing and salesstories of success. Let's get into the show Greeningson Hello, I am James,Rorbert- lay and welcome to another episode of the banking on digitl growthbodcast. Today's episode is part of the Digital Growth Journey series and I'mexcited to welcome John Oxford to the show, because John has a new booknomare next time, Marketing in the age of distraction. I have this here in myhand, highly recommend you go and pick up a copy today. In addition towatching his new book, John is also the director of Marketing Public Relationsat Renicent Bank, as well as the CO host of the marketing money. Pod castwelcome to the show John Hey James thanks for Havin me, especially with aall this going on. I wish we could be in the same studio or same conferenceand H, but it's it. He soom things cool, so it's the kind of the new world we'rein right. Now it really is- and you know let's talk about that, becausethis this post covet nigneteen world that I'm calling it really requires allof us to rethink about how we're positioning about how we're marketingabout how we're communicating about our financial brands in the communitiesthat we serve Youre on the front lines doing this, and I understand that formany financial brand marketing team cells teams, leadership teams, it's soeasy to fil frustrated, so either fill overwhelmed with everything going on.But what is one thing right now that you're excited about based upon thework that you're doing your bank? Well, one thing: that's that's excited, andit's in the name of of Your Company and Potgas is the digital aspect of it. Imean we've had a chance to relook at how we approach banking withtraditional retail customers. You know, most banks now have moved to a teller.Excuse me a drive through only platform with. If you want to see a teller, youhave to make an appointment, go inside Ping, Yours, deposit box, or somethinglike that. So what an opportunity to look a relook at your website, relookat your a ory look at the interactions you have over digital and I think it'skind of fast forwarded banks there's always an event about every ten yearsor so that fst forwds banking, remember nine! Eleven we got Checke twenty oneAndso, you could then go. You didn't...

...have to have all the paperwork before'cause. It's kind of. I think this is going to move us to a lot of customersand clients realizing hey. I can do that mobile deposit. I was just slow toadopt it. I can do as Zel payment. I was slow to adopted. Oh, I can do more,a lone AP over the Internet. I can use dockey side. I can do all these thingsthat maybe I wasn't doing before and be healthy in doing it, so it took a weirdroute to get there, but I think Coben nitteen's going to be one of those kindof bell cows for for a point when digital really became more of Ouproority than even it was before. It really is t's. It's that it's thatcrisis, but it's from crisis we get reinvention and we get transformationand we're going to come out on the other side to be that much bettersomething Jimarusan. I had talked about on a previous pod gass, and let's talkabout that that idea of reinvention that idea of transformation. I'vementioned your book no more next Time Marketing in the age of distraction, Iget it we're living in the age of distraction we're living in the age ofAI. It's exponential change happenings. But what do you mean specifically by nomore next time? So in today's consumer centric market? You can start with thebig ones: the Amazons, the online e commerce distributors. That's nowexpected in banking. It's just everything, Ou K O. can I sign uponline? Can I fund my countln line? Can I transfer and I pay online? Can I do aloan on line? Can I run my treasury services online and if you have to sendfriction to your Customr, if there's friction and the experience there willnot be a next time anymore. If you can't get what you want right now, it'sit's a mimime society from Mames to Selp East to all the menacular Tha'ssout there. If you can't get it right now, there is no more next time. If Ican't get it at this place, I'm just going to click and get it somewhereelse. So you have to have your commerce, your transfer, you're whatever it isthat you want to call it for your bank ready for for now, because if you missit, there's not going to be a next time. If I can't get my Lon here today, I'mjust clicking to the next bank, I'm not driving down the street. I'm doing itfrom my kitchen table with my phone in my hand at at midnight if I want Tou,so there's no more next time, if you miss your opportunity in today'smarketplace and that idea of no more next time meeting people where they are,I think, is more relevant. Now in this postcove in nineteen world, you mentionit drive, throughs or shut down. This is gonna, just like it's forcingfinancial brands to change our behaviors our way of thinking. It'salso forcing consumers to transform their behavior in their ways ofthinking that they might not go back and they probably won't go back,because those new behaviors will be new habits, particularly when it comes toactivities like banking. So the the experiences that people expect from afinancial brand are being set by ga of the Googles, the amazons o the facebookt e the apples of the world. In the opening pages of your book, you writeyou might look at this book and think I've already seen a thousand marketingbooks. Why does there need to be one...

...more? It's it's a great question: Umand L Ike. It's in the a the reader, you know on the beholder, but I feellike there's so much. Traditional Person Place Price Promotion. The oldPS I said less place, doesn't matter anymore price almost doesn't matterbecause you can find discount. You can find wholesales. You can fin waysaround things with banks. You can look at different priings, so it almostdoesn't matter because the value may be more important than the fee and thenpeople, if you talk about digital, the person is important as a program or adata scientist or whatever you have, but it's not important as it used to bewhere you would traditionally go down and meet with someone and gets yourloan and go to a credit process which credits sto, important but M. my pointin that is that I think we've moved to a four C versus and four P. An Minas iscontent, connection conversion and all that trapped in campaigns, the deliverymechanism, and so I think it starts with content. How are you getting thecustomer to pay attention because they're distracted and there's no morenext time if they miss it, then have you connect with them, move them to aconversion, and you wrap those in a campaign of delivery. So that's wherewhat the book really goes through is the foreseas of of modern marketingyeah. I I I love that, because that I did the old world of price placementproduct promotion, transforming that thinking through your foreseas model,but it comes back to the idea of meeting people where they are creatingvalue, promoting transformations of people versus the promotion of acommoditized product, let's actually break into one of those those specificseas. The idea of connection- because this is our repeated pattern that I'mhearing from those that I've been interviewing for the podcast, alongwith the primary research that we've been doing here at the Digital GrowthInstitute connection in really human connection in this digital world, isgoing to be more important than ever before, because we're in the banking Fof F of people were in the business of people. It's it's a human interaction.Let's talk about what you call the great eight of connection Yester, thegreatgt connection. R are just the step to connect with and Um. I guess I couldopen up and read it to B, but I really wan to go down the point of its Um, itsmass intimacy and it's it's a mass communication. This intimate because ofthis little tool right here this little thing that every person probably hasn't. I say inmy book- Don't Rrite to absolutes Bot. We can speak to them and most peoplehave one or two phones in fact, and they're family plan, with four peoplehaving them and IPADS and iphones and and Androids, and so it's created amass intimacy market. I think you see that with a product that just roded outlast week in Quitti short form content delivery that connects because you'regoing to bed. I can't watch a two hour movie, but I can watch a seven minuteshow and bsort that before I fall asleep, and I think that fits toconnectivity and that speak to your...

...audience, don't bring negativestereotypes into it, be quick, be accurate and you know use goodproduction value to show that you're a professional entity, but- and we cantalk more about quitting because I think that is bell cow for where maybecontent is going, and banks should ate pay attention to that. I'm going totalk about it as as I make rounds, but to your point of this whole thing, n inthe connactivity it has to connect. It can't just be the same old handshak. Iused to laugh and make fun of banks in their advertising and say: Did the CFPBsay you had to have a handshake in your advertising? 'cause every bank wouldshow a friendly person HAL shaking in the Ad Er. Now people don't hint shakeanymore, because Te coveor nineteen so do adds. Do Banks even have anyadvertising they can put in the marketplace right now, because it wasall handshakes. I used to laugh at that and now handshakes or Passa they'redone with for the time being, so that that would be a point of connectivity.Are you connecting with where your audience is your point right now:they're, not handshaking. So how are you meeting them with the narrative ofwhere they're living their life? No handshakes, they're, probably not goingin the bank they're, not seeing the the pretty teller line with it all cleanedup. Their banking is at their kitchen table an their laptop, it's on theirphone or it might be a phone call if they're walking through t the PPP lumprocess with SBA but other than that stuff you're dead on. It is right nowright where the consumer is, and the consumers at Hep the consumer is athome, and that presents some challenges in a few different aspects. Let's getinto the hearts and minds of people, because that isolation number one we'recommunal creatures, we're meant to be together and share a sense of purpose,but if I'm at home alone I'm isolated and I'm home alone isolated. I'mworrying about my financial situation. What are the opportunities for afinancial brand to provide a little bit of help to provide, even probably moreso, not just help, but even hope to that person sitting at home alone?Worried stressed frustrated, so I think there's three or four things you can doone is we um? We a renazant, produce some content where we did S hat we cthey're like skits, but they're, just short, formed content pieces and a joke.We were doing quibbi before quimy was the Quibby, but we did one where it wasstaying at home and the dog always wonted a walk and pay attention. An wasbugging. The Person We've done, one where it was about home schooling, andit joked about how a tough home schooling is on a parent who's, notused to being a teacher, and so we've done some stuff to make. You feel likeyeah, I'm part of this community, and that relates to me. So one is thecontent in the connectivity and at the end it's not a hard brand sellis, justhey where Rinis ot bank, our Taglod, is understanding you, we understand ourconsumer. We show that in our content, then the next part is okay, they'vekind of hung on to Youin your Conte. How do you connect whall? We haveproducts, mobile checking, transfer Zel, all these other products which we don'tneed to go those your audience well know them. But how do you then deliverthat so the customers, aware again, we saw a big uptick and seniors the seniordemographic calling our call, ciner and...

...saying hey. How do I get on alllinebanking mm they've been on line to have a computer just DU o? No, they probablyhad you know their grandson come over and hate set up my AP and I'll get toit. When I can or or son, can you know the old help me fix the VCR story?We've seen that a lot in some of our banking in t a a newer demographic,sixty five plus have really turned on to digital banking now, and we havenumbers to back that up and it's just interesting because they could alwaysdo it. It's just like. Why take the time I can get out and drive, I don'tI'm retired. I have the time to just do old, school banking, and now it's like,Oh, I can do this and they'll find out how efficient it is and how healthy itis. At the same time, yeah that's the idea that you know now that we'reseeing that behavior change, new habits are being formed, odds are it'sprobably not going to go back to the way that it was in in in the precovednineteen world you're talking little bit about these go to market strategiesthese these, these concent pieces of short, formd content, one of thechallenges- and you write about this in the book that that I see with financialbrand marketing teams- is for far too long. They've been viewed as a costcentere some feel like they're, nothing more than a glorified inhouse, kancosor worse- and I quote- and I've heard this a few times now- is that peoplethink that we're just kids that play with pat and crayons, like I get it get,I get why marketing has been viewed that way. Historically, however, thegood news for for for all of us is that the world has changed. Marketing. Canprove its value and that's why one of th, the forces you write about isconversion. Can you provide some perspective for a financial ban,marketing team, a cell team, a leadership team about what are thetypes of conversions that we can track beyond just the the affinity of brandrecognition yeah? So so I always say you got to start with brand, though,and the reason and that I'm going to get to your question, but I want to setit up. There's five, six thousand banks rightnow. If you want their credit, UNs and Therre, there's, probably thirteenthousand of us, let's just it could be twelve thit could be fourteen. But,let's just say thirteen for a number thousand. I believe in banking there's someieresearch. Seventy percent share a common word in their name. We all FirstNational State Trust merchant farmer, something like W in a direction northsouths like there's. We share a name so you've automatically debranded yourselfwith a name then throw in the ultimate commodity of banking is checking, islending and then it's in a treasury and a few other products, but and then thisoverly regulated by a government. So you can't go out and do some of thethings that Fintek may try to do in some other stuff, so you're set in thisbox, and so your really only way out. You can't really introduce anyOOFTHEBOXPR products, because Youe got a core that limits. You you've gotregulation. So it's it's gotto be brant. It's got to be. What sh can you do anNAN? Can he do a logow that stends out with a story and a narrative that setsyou apart? So okay, so SART SOM? Let's take grand out of the way move toconversion because, like you said it's...

...in just a bunch of people with crayonstrying to draw pretty pictures and say: Oh look at that pretty ad, but it'smore than that. Now it's using an mcif for crm to track data and th n. How doyou put your Dada into play? One way we saw is- and this is a simple one- lookat the bauance rate and the hit on your home page, eighty nine to eighty fiveto nine percent of your of your hits ar just going there to log in they're, notlooking at anything on your site, you're spending. All this time doing,content and building all this robust, an a how two video, whatever allthey're doing, is clicking the log in going straight to the core and doing atransaction d getting out. That's why we started a content site, but that'show you can use Dadde to look at conversions because you're, notconverting anyone directly on your website. You need to go through. It'sit. Yourfencing is a web is at native advertising. Is it brand and clickhelps on that with all that account opening processes, but you can gothrough you know. A couple of years ago we met with a major brand and an bigAmazon type, a FS typ Sursan. They were saying social media won't, convertanybody to a bank client, and I said I think it will and I've seen a lot ofproof of that is, if you have a tracking system like social studio orthe grimlins and social assurance, and all these other vendors that are outthere, partners that are out through the banks- and you probably do it too-you can go through and track complaints and say a bank has a complaint, willhop in right behind ther and say h y. We may be able to help you and thenthey click tough it. If you bring the account over you've literally formed aconversion off a social media post and that's you have to be kind ofhyperactive on social monitoring to do that. But that's the way you can do it.Another good conversion. Metric right now is look at your drive throughtellers 'cause cob people are just driving through firgoing in and see howmany of those transactions could be moved to a digital transaction. So ifyou see that twenty or thirty percent of your clins are just cashing a checkin the drife through and it's under your your maximum ceiling of of a checkto deposit pass him a note s Findo, who is sent em an email since someone thatsays hey, you know you can be doing this and walk them through the step todo it and you'Lyou'll move them to be an additial consumer and it's like youmensrly once they do it once or twice. Usually they have now adopted thatpattern in their banking yeah. You know what I'm hearing is two things on: it'sthe art and science of marketing colliding. It's not just the prettypictures, but it's the data and th n being able to figure out what thatmeans and applying that the context of content in context. But I really likedyour your perspective too, about social listening listening to those who mightbe in need and in coming to them with a solution. Saying Hey we're here to helpyeah I mean that's, that's! That's almost not only marketing art andscience clanbing, but it's like marketing in cells colliding now, andso we got all of this overlap and we're all working towards a bigger purposewhich comes back to your point. It starts with brand the idea of purpose,and why do we do what we do? How can I...

...financial brand position around branddigitally if we might not have the phase to face interactions that we oncewere used to having Prikova n nineteen, so so a lot of those content andbuilding really good, attractive content and and you've gototto get awayfrom, and I joke about it, but the handshake and kind of the traditionalwholesome whole spon. It's got to be more. What are you doing for the client?What value are you bringing and and some it can be, entertainment orinfotainment, or even comedy, because to your point on this social? If I seeanother Ba a clients having probems with another bank and they pose tocomplain- and you come under it- and you say we would love to help- youwe're North West, south Trustbank of the first, we don't know who you are, but you comeby and say we're rhenazant, we're truest, I'm just sayin names that arekind o unique and they've hurt of your brand and maybe seen it so if they'rein the southeast, we hope they've heard of us. It's like. Oh I've seen thatbank stuff, oh you're, Goyou're the guys thot do s EC shorts you're theguys that do so tre are you're the guys that do dream together with thenational em Ali soccer team. Oh I've heard of you yeah glad you reached outso you've already built some brand awareness, or at least some brand empathy when you touch them digitallyon their complaint that you understand and then you're trying to bring theminso. I think it does start with brand, but then you have to back it up withthe product y. A THAT'S Y! That's the digial aspect is we could tell Hemwe're the greatest bank in the world and then, if they get a, not goodexperience. Well, then n you've lost your brand promise s. It has to beagain art in science. You eart in science, like you said you said itbetter than I can right there. Technology has transformed our world,and digital has changed the way consumers shot for and buy financialservices forever. Now consumers make purchase decisions long before theywalk into a branch if they walk into a branch at all, but your financial brandstill wants to grow loans and deposits. We get it. Digital growth can feelconfusing, frustrating and overwhelming for any financial braind marketing insales leader, but it doesn't have to because James Robert wrote the bookthat guides you every step of the way along your digital growth journey visit,www, dot, digital growth, dotcom to get a preview of his best selling bookbanking on digital growth, or order a copy right now for you, and your teamfrom Amazon inside you'll find a strategic marketing manifesto that waswritten to transform financial brands and it is packed full of practicalandprovent insights. You can start using today to confidently generate tentimes more loans and deposits. Now back to the show, using digital, take hat a little bitfurther, using content to really make deposits in a consumer's Mental TrustFund, because it's they might not take...

...action at that moment in time, becausewe know that buying a financial product is a very complexed journey. It's notpoint Egh to point B, it's Ada zed and there's all these little nuances thathappen in between, but content as as we talk about here. T EIS ICONTON is thefuel of the digital growth engine. It's what makes all the gears turn whetherit's in social, whether it's in marketing automation, whether it's in acrm content, is really sentral to everything, and I think that's that'sthat's why I I was fascinated in the book you wrote. Marketing is ultimatelyvulnerability because you're putting your message, your content out thereand when you put anything out their SFEEDBACK. A lot of folks you write arescared about marketing of the vulnerability of putting themselves outthere. So not everyone is a great marketer. What do you mean by thatWelles's think about this? You work in the FUNISHD servcice industry. I do aswell there's two things: bankers hate risk and expense. They like to savemoney, better margin it it's all about saving, not spending on the bank sideand then risk they don't like risk. We like to know what's going on. We knowour clients, there's the the credit piece of it, and so, when you gotbankers mostly think about how can I eliminate risk? And how can I eliminatet expenses and so marketing is impl completely different? It's always arisk to put a message out there. Whether it be compliance to riskreputational risk expense risk, there's always a wrisk Tso you're doingsomething that makes you vulnerable out the gate. I've had plenty of campaignsthat were completely rejected by executive management when, when Ipitched Hem and I've had plenty that t that had been like this is going to bethe coolest thing you've ever done, and so it's almost like when you hearactors talking about when they go pitch to be in a movie or something how manytimes they get turned down, even the best ones before they get well likeyou're ejected for four hundred before you land one, it's kind of whaymarketing is a lot of your ideas and a lot of your creative is gon to berejected because of risk and expense. You know you want to make this huge ad.Well, they won't pay for it or you want to do something. That's really cool,but does it? Is it too funny? And so your bank is more of a stodgy column,marble looking back and so trying to be humorous, Heisn't really in your brandnarrative. So then, that gets pushed aside because of a risk that maybe, asasteo thinks they don't want to do, and so it is vulnerable because you'reputting yourself out there you're taking a risk on reputation, you're,taking a risk on building an audience and so soloo and you're doingeverything agets. What banks, though, risk and expense 'cause you're spendingmoney without a sure Roi on the front end with content, now, look you canbuild, you can build noromy model, but on the front and when you're pitchingit it's really hard to unless you're, just kind of making it up a Trueri,especially in just brand, and so look, I'm telling you I'svulnerable and andBarkers have to be brave. I know it sounds funny, but it's like. I don't want to be demaning towardsmilitary, buts, coiing, a solder. You...

...got to go t there and put your guns outand take your shot and a lot of times, you're going to mess and a lot of timesyou're going to hit, but you gotta be brave and you gotta be y willing totake some risk, and I don't think banks do that enough, and I don't mean, likecrazy risks like don't get into like compliance issues and trying to misleador anything but you've gotto get out there. Just banks were real, hesitantto get out there and try to be as good at marketing as think we can be so.I've been avogating for years for financial brand marketing teams totransform beyond, just like the commoditized promotion of thecommoditized campaign, make investments in content even to the point to wheremarketing looks and acts more. Like a media team, there you go and I get theidea of risk, but here's the thing. If- and this is this is like just thinkingout loud- how much will it cost a financial brand if they don't find the courage tocommit and take action in this postcoved nigneteen world? What's therisk of that? Well, I think we have to look at your exact words. I don't thinkyou'll be a brand. I think you'll just be a random money transfer building onthe corner. I think Y you'll be a location that people won't even thinkabout because Youwon't be where they are. You won't be digital. You Do'l'tbe on thephone, you 'll be on the computer. You'll be astatic thing, youwon't be a brand, so so I think post coved, it's going to be customerservice, is going to be an all time high, but it's a different type ofcustomer service. The ability to meet the customer from tracking Crm mcifsystems, automated campaigns, ai still it depends on your audience. There'scertain audience that that, like frintz with the ppplone program, there werecertain people that wanted a banker to talk to them every day and tell themwhere they are in the process of they're AP. With the SBA there areothers they wantd to just log on Tipe in their their tax records and theirpayroll forms hit sin and then just wait on an email. So you really have toknow which ones, but I think that's meeting the client where they want tobe. I think that's where communy banks can do really well, because they stillhave a relationship model, but if they l, invest in digital and invest in thatT in technologies in that area, I believe that's where Commeti banks canwin moving forward is, is they they stay with that customer that stillneeds that handhold, but they can move digital. Now, your major money, centersthey've, got almost all digital we've seen it play out with S B A we've seenit play out. What's going on right now, and I think it's good for them becausethey have such a mass amount of customers, it's almost hard for them totouch that small customer N in a rural area. So I'm not picking Ol big banks,tol they're, doing it correctly with their digutal aspects, but I thinkcomedin makes need to adopt more of that digital agcressiveness postcoved,because it's going to be the way they can deliver. I 'cause now they candeliver a content and they can see...

WHO's reading it. They can see who isopening it. They can tailor it towards the customer based on certain criteria,and so I'm telling you postcobet if you're not into content connection andconversion- and I wrote this before- I even knew what corona was going to be.It just so falls into what I think the next play is going to be: throw thefour peas out and use the three ses delivered through campaigns needed forto match the four. But it's really three ses that that you need to to payattention to yeah. You know it's it's really and to come back, it's aboutgaining clarity into what the opportunities are. It's about, building,courage and commitment to move forward with a solidified strategy, and thenit's about having the confidence just to take the next step and apply some ofthis thinking, but also transforming the conversation from a congress andmoving beyond a conversation. We feiled, we didn't get what we needed. No, it'swe didn't fail. This is what we learn and thit's what we can do even betternext time, so thinking about being even better next time. Let's take a momentas we wrap up and and really such a great conversation with you today, JohnAppreciate all that Ish practcoknowledge and the insides I'm a financial brand marketing teamleader, I'm I'm in cells, I'm on the leadership team of a financial brand.What is one thing that you could recommend for me to not only thinkabout but to find that courage to commit to do over the next twelvemonths in my own journey of growth? So if you mentiond those are differentpositions, but let's hit on all of em sure I think adopting digital as aplatform to deliver your brand and your message, and so it's if you're, notgood on camera, start blogging. If you're, not good, O blogging andwriting find a staff member to do it before you go stright for you get outthere on social media twit or linked in and start engaging with these audiencesengaging for your bank and then see if your marketing teen can help youamplify that message and Um you Kno I've heard it say that branding isbasically a promise backed up by an experience. It's am promise s we'repromising something, and then, when the consumer takes your promise, it asksyou back to bound the experience. So bankers need to realize we're going tostart making promises on what we can do and deliver it through digital channels.I can't Sey how many bankers I've got lined up that have been at home now andhave now gotten comfortable with zoom and gotten comfortable, seeingthemselves on camera. Talking and they're. Like you know what I want todo a little show. I want to do a little marketing minute every week. I want todo a little product, ot they so product dupbase, so you're getting our service,UPDAT and testimonial stories. I know that's as old as anything a testimonystory, but what did you do as a bank to help your customers during cove andthen? How can you share those stories now that you've built that trust? Thatthen becomes the promise built by that experience. So again, it'l all comeback to that. But if I was going to do one thing coming dout of this, I wouldget on probably linked in. If not, Ye face books a little bit more familypersonal, but I would adopt Linkedin,...

...maybe posted on twit or two, but reallyattack a lot of content on what I did. My expertise, an share it with theworld and engage with my marketing team to help me Polish it up. You know quickcuts, logo, maybe somesome. You know, music, that's H, riht, copyright, freeor whatever trademark, free, music, copyright, free music and I go outthere and I would really hit my content delivery as quickly as I couldafterwards yeah W ancy free music. I was, I was misscuotting Myse, the RyFreeno. What you're speaking on is such a solid path? FORWD, because reallywe've moved from traditionally what in financial services would have been aservice economy that became the experience economy. But my predictionis that cove nineteen is forcing us to really level up and elevate ourselvesinto what I'm going to call the knowledge or the expertise economy,because financial services is very complex, subject matter and you knowpeople's often times have a false sense of confidence that they know what theyneed to do with their money. But just like any of. U is like if you have ahealth problem, you're going to call a doctor. If you have a car problem,you're Goingnao go see auto mechanic just like. If I have a money problem, Iwant to position my financial brand as the expert in the local marketplace,and I I liked what you said. You've got a lot of bankers who are sitting athome, they'regetting comfortable using this video communication like we areright now Anzoo, but we're also getting the audio for the podcast and she callsa conversation. I had like last week M with a group of thirty financial brandleaders in a roundtable they're like what, if it's not good enough, don'tlet fear hold youet back. That's the whole thing right therewwhen. We talkedabout fear and and and risk, and then you talk about. You know that whole thing you know just beingvulnerable, that's what it is and if you're and if you're not t you're GOINGTO lose. I hate to say itthat way, but you might have an old portfolio that you can manage until youretire that you've Kinda, you know inherited in the bank, but if you're A,I would say, if you're a fortiish and younger banker- and thisis not today but, like you know- an experienced banker- they're going to beable to navigate this with probably their passportfolio and theirexperience, which, again to your point, thatgh they're. Now a trusted adviserand they're advising those clents on what they can do. But they've alreadygot the experience because they're known in the marketplace, they have alegacy Portfolioa nd. They know what they're doing, but if you're kind O inthat middle to younger demographic digitals, your platform, it can beinstogram pictures of your customers holding the check they got or standingoutside or reopening their business. I mean there's so many stories to be told:Postcovet thut's, your point, Youe got Ta, have that vulnerable, bildy and ljust take it on the chin. When I, when we did started, marking money, piecasttons of friends and we all red each other- and I was like my friends- aregoing to kill me- they're goingto haze me so bad an I found out. All myfriends were listening to it and they would like jokingly, send me text ofquots and just silly stuff. We Sa on the show hat. This is Hilarious, orthis I' learn something today and someone we're just n't learn anythingbut I'm listen to you. 'cause, I'm your...

...buddy, but like you've got to getthrough. I think a lot of the vulnor buildings up well, somebody else isdoing it. Someone else is smarter than me. Someone else knows this: Betterdo,like that's done with like to build your audience, go out there, maybeyou're better, delivering the message. Tha T if you're not as smart maybet're,maybe they're better delivering but you're smarter, like there's, always aNich. You can find and your personality to deliver this stuff, and so it's gotto be content, delivery on your expertise as a banker. So ' I'm hearingreally kind of two things as we wrap up number one. You talk about the underforty leader, but I' I'm GON NAO give a different perspective. I had a my wifeand I had a personal conversation recently with her assetition here inHouston d and this woman, her name's Linda and she has a l, skin, boutiqueand she's been shut down now for like four to six weeks. Shi's, like I don'tknow how much longer I can handle this a said, Linda she's, sixty eight, Isaid Linda. This is your opportunity to reinvent yourself. I said you have allthis time on your hands: Get a phone and start giving product reviews aboutthe product that you're, using with clients, tell them like what problemthis product solve. Tell Hem, why it's important to solve that problem andshow them how to use it, and then you post that on you tube and then youshare that with just your clients and ask them to share that with a friend-and I said you do this time and time again, it's going to get easier andeasier and easier. So here's a thing you've been doing this yourself and,like you said, you know w when you started the Potgass Ouyoure afraidpeople are going to give you hard time, but no people were listening. 'CAUSE,you were creating value for them. I think we use that term earlier. It'sabout value creation. If someone wants to connect with you, John to continuethe dialogue that we've started today continue the conversation. What's thebest way for them to connect with you, so the best way is easly. Just let meup on Linktane or you can m o can email me. I do have a little like GeneralCamp Campaign, marketing help at GMAL, dotcom campaign, marketing help theGMAIL DOT COM and one last thing I'll say this. ECAUSE I put in my book. Igot one of those Google text steels and I on have. The number of memorizes isso fresh, six, six, two, two: Zero: Five: six to eight eight, six, six, two,two: Zero Five, six to eight e. You can text me and I will respond if you wantto have a conversation. If you want to talk about the book, If you want tomake fun of me or have me make fun of you whatever it is, I'm game for any ofthat 'cause. I think we all have to help each other right now and help eachother through this and then on the other side. We can all be peers and andcelebrate our success together. That's right! John! Hey get the book no morenext Time Marketing in the age of distraction, John Thanks again forjoining me on another episode of banking on digital growth. thankscmesprechate you until next time be well, do good and wash your hands. Thank you for listening to anotherepisode of banking on digital growth with James Robert Lay like what youhear tell a friend about the podcast and leave us a review on apple podcast,Google, podcast or spotify, and...

...subscribe, while you're there to geteven more practical, improvent insights visit, W ww Don digital growth, dcom tograb a preview of James Robert's, best selling book banking on digital growth,or order a copy right now for you, and your team from Amazon inside you'llfind a strategic marketing in sales blueprint framed around twelve keyareas of focus that empower you to confidently generate ten times moreloans and deposits. Until next time be well and do good.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (149)