Digital Marketing for your financial institution’s digital products

November 18, 2020 by Libby Kane

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Digital Marketing for Community Banks and Credit Unions

How does your financial institution launch new product, or highlight existing ones? In the age of technology, marketing can be complex, but it doesn’t have to be. You can use digital initiatives, staff empowerment and traditional marketing to ensure your products get in front of the right people at the right time. Learn how you can launch a new product using mostly free tools and your existing resources with digital marketing.

Get the word out through Digital Messaging.

How can you digitally market your banking products? Numerous free and low-cost tools are available for your institution to utilize, engage with your users through digital channels including:

  1. Targeted notifications
  2. Online Banners
  3. Landing pages
  4. Walkthrough videos
  5. Social media

You have so many digital marketing tools at your fingertips. The digital world is seemingly endless, and there are many ways to generate adoption of new products through targeted notifications, web banners, landing pages, videos, social media and more.

1.    Targeted notifications

Targeted notifications are pop-ups or banners that end-users see when they log into your online platform or app. Offered by most digital banking platform providers, these are a surefire way to get your new product in front of users right where they need you.

Depending on your platform provider, you can include icons or imagery with your notification that will enhance the user journey. You should also work to have the notification serve as a clickable link that takes the user right to the new feature. Otherwise, be sure to include a sentence on how the user can access the new feature from the home page.

targeted notifications on mobile device for digital banking products

2.    Online Banners

Online Banners are a great way to engage your uses right on your website. By creating a custom image with a call-to-action (CTA), you can control how much visibility your new feature or product has on your website. If you don’t have a graphic designer or marketing firm, there are free tools that can help you create visually appealing graphics.

            A few of these tools are:

  1. Canva: use pre-created flyers, graphics and more and add your text, images and colors.
  2. Placeit: add your screen shots, banding or logos to existing marketing assets for a professional look and feel.
  3. Pablo: Use included stock images and pre-sized templates to generate graphics in seconds.

Your online banner content should link to something, be it a landing page, or if you don’t have a landing page, your online banking login.

You and your users rely on your site to communicate and grow your relationship. It’s important to continually update your website content to ensure your users are able to see new and important changes without having to labor over searching for content.

3.    Landing Pages

Landing pages create a hub of information relating or your new product or feature, this can include an overview, how-to section, FAQ, video walk-throughs and more. Through all of your digital marketing material, you can utilize the URL of this page to give people a quick conversion to new content from your institution.

Landing pages reduce the load on your customer service agents, generate awareness of your product, and deepen the relationship you have with your community of users.

Landing pages for new digital banking products.

4.    Walkthrough Videos

Walkthrough videos is an easy way to guide your user through a new product right form your interface. There are fewer free options for screen recordings, but some low-cost or free software exist:

  1. Camtasia
  2. Vidyard
  3. Soapbox

Many computers or smartphones now offer screen recording, so make sure to check out what your operating system is capable of before purchasing additional software.

5.    Social Media

Social media is a free way to engage with your audiences where they are. 79% of people already have social media accounts online and are looking for ways to engage with institutions like yours.

Announcements of new products or highlighting of existing products, like Mobile Check Deposit during COVID-19, are great ways to connect with your users in a new way. With social media, you meet your users where they already are and invite them to grow relationships beyond your community and into their networks.

Best Practices with social media posts:

  1. Include an image: this can be an image you own, or one you’ve created using the tools listed above.
  2. Be clear and concise in your wording – use less than 2 sentences.
  3. Use key hashtags where appropriate – including your local city or the topic can be helpful in getting your posts in front of the right people.
  4. Consider an incentive – why should a user click on your content? Lead with that call-to-action.
social media engagement

Marketing is an ever-changing endeavor because your community is always changing. By utilizing multiple digital marketing initiatives to meet your customers where they are at any time, you can ensure a successful product launch.

You put in a ton of work to add new product to better your users’ experiences. Don’t let limited or poor marketing stand in your way of expanding your institution.

Apiture offers a marketing suite with new materials added monthly for your institution to download, edit and use as you need, in addition to having custom materials available for all clients. If you want to learn more about Apiture’s end-user marketing support, fill out the form and one of our team members will reach out with details.