Now that many financial institutions have launched their social media pages, the question on many marketer’s minds is how to monetize the channel and show real business results. With a variety of goals and tactics, it’s hard to determine which ones will bring about the best results. This session will explore best practices with content marketing and social media to help you harness the power of your bankers, develop personas, quality content, and effective social media targeting to help drive ROI.

1. Aligning Social
Media &
Content
Marketing for
Success

2. Hello!
I am Dawn Melesko
Digital Strategist at
ZAG Interactive
Connect with me
@DawnMelesko

3. Content is
king
Produce the right
content to speak to the
right person at the right
time.

4. ◎Target prospects
with social media
◎Create personas
◎Align sales and
digital marketing
◎Produce the right
content
Takeaways

5. 1.
The Landscape has
Changed
Less branch visits
More digital interactions

7. Social Media
Website
Online &
Mobile
Banking
Email
Search
PR &
Advertising
Digital Channels

8. Social media is a part of the puzzle
Social media is a
content distribution
channel with rich
targeting capabilities.
To make social sell, it
must be aligned with
your content strategy.

9. Product Promotion
◎Highly prioritized
◎Low engagement
80% of Social Marketers Measure Engagement as Success
Financial Advice
◎High engagement
◎Lower priority
Data analyzed by bank social media marketer survey and content
posted by the largest banks last year
Source: http://customerthink.com/a-review-of-social-media-in-the-banking-sector/

10. Source: http://customerthink.com/a-review-of-social-media-in-the-banking-sector/

11. Source: http://customerthink.com/a-review-of-social-media-in-the-banking-sector/

12. 2%
Amount of organic reach by big brand pages on
Facebook and Twitter

13. Engage with brand posts regularly
Organic Reach Plummets as Stock Price Increases

14. Use social
media
to target.

15. 2.
Setting the Right
Goals
Start with the end goal in mind and
work backwards to plan your
strategy.

16. Align Content & Social Media Goals to Business Goals
Customer
Acquisition
49% of CMOs
Loan Growth
50% of CMOs
Cross-Sales
&
Onboarding
44% of CMOs
Source: Financial Brand Research 2017

17. What’s the End Game?
Questions for Goal Setting
◎How can you track sales?
◎Who can be targeted on social media?
◎What products match?

18. Targeting on Facebook & Product Match
First-Time Home Buyer
◎FHA Home Loans
◎Mortgages
New Job
◎IRA Rollovers
Likely to Move
◎ Checking Accounts
◎ Mortgages
◎ IRA Rollovers
Newly Engaged
◎Mortgage
◎Joint Accounts
◎Savings
Home Improvement
◎HELOCs and Home Equity
Recent Mortgage Buyer
◎Refinance
Figure out what products make sense to focus on based on
targeting options and goals

19. 3.
Understand Your
Target Market
Learn about their pain points,
questions and objections to create
content that speaks to their needs.

20. Place your screenshot here
Buyer Personas
Fictional representations of
your ideal customers with
information to help you
develop content to speak to
them personally.

21. Learn About Your Target Market to Create Personas
Questions for Sales
o What does a good
prospect look like?
o What are their
objections, pain
points and
questions?
o What information do
they need?
Persona Development
• Demographics
• Psychographics
• Job Title
• Goals
• Where they get
information
• Communication
preferences

22. “
Source: http://www.salesforlife.com/blog/sales-management/blowing-up-the-silos-between-sales-and-marketing-alignment/

23. Sales Lessons
◎ Prospect in the right areas
and don’t waste time on
dead leads
◎ Understand pain points and
objections
◎ Provide value
◎ Build credibility
What Sales Can Teach Marketing
Marketing Takeaways
◎ Target smart with social
media, search, PPC
◎ Develop personas and map
content
◎ Be helpful
◎ Own your digital presence

24. Sample Persona
Frank the First-Time Homebuyer
Demographics
o Age: 32
o Male
o Income: $60,000
o Location: Urban
o Engaged
o Tech-savvy
Goals & Challenges
o I am getting married this year and want to buy a home
o I want to start a family soon and make sure my family is protected.
o I don’t know how much I’ll need to retire.
o I’m not the best with money.
o I don’t have a lot saved for a down payment on a home.
How Can We Help?
o FHA loan
o Personal loan
o Credit cards
o Joint account
o Financial advisor

25. 4.
Content Mapping
Create content that speaks to all
stages of the buyer’s journey.

26. Align Content to the Sales Funnel
Awareness
Consideration
Purchase

27. Set Goals Throughout Journey
Build Awareness
◎Introduce people to the bank
◎10% increase in new visitors
Drive Consideration
◎Engage prospects online
◎Increase time spent on page by 10%
Increase Conversion
◎New accounts and loans
◎10% increase in mortgage loan apps
Targeting
◎Who should be
targeted?
Content
◎What do they care
about?
Event Tracking
◎How can we track
sales?
Think backwards

28. Content Creation
Awareness of a Problem
◎Renting is like
throwing away my
money
◎I don’t know if I can
afford a mortgage
Content Assets
◎Buy or Rent
Calculator
◎How Much Home You
Can Afford Calculator
Focus content on being helpful at this stage
Pixel visitors for retargeting
CTA: Opt-in for more

29. Content Creation
Consideration of a Solution
◎How do I get the lowest
rate?
◎What if I have bad credit?
◎Who has the best service?
Content Assets
◎Comparison charts
◎Credit score tips
◎Ratings & reviews
Make comparing easy for them at this stage and
introduce “social proof” to build credibility
CTA: Schedule an Appointment

30. Content Creation
Purchase
◎I need to get pre-approved
◎What information do I need
to submit?
◎What type of loan?
Content Assets
◎How to get pre-approved
◎Mortgage Checklist
◎Loan match guide
Focus budget on bottom of the funnel content to
monetize your strategy.
CTA: Buy Now

31. Put Yourself in the Prospects Mind
How can you
help me solve
my problems?
What’s in it
for me?
Are you the best
choice?

32. Serving Up Content
o Website
o Resource Center
o Blog
o Emails
o Social Media
o Whitepapers
o Video
o Landing Page
Create synergy among all of your digital content assets

33. How to Develop a Content Strategy
1. Set Goals
To reach your goals
you need to think
backwards.
◎How can you track
sales?
◎What products
match?
◎Who can be
targeted on social
media?
2. Develop Personas
You must understand the
buyer’s journey.
◎What makes a good
lead?
◎What are their pain
points and objections?
◎What information do
they need?
3. Create Content
Develop helpful content
for all stages of funnel.
◎What’s in it for the
prospect?
◎What will help them
during this stage?
◎How do you compare
to competitors?

34. Align content to buyer to make social sell
Social media is a
content distribution
channel with rich
targeting capabilities.
To make social sell, it
must be aligned with
your content strategy.

35. Thanks!
Any questions?
You can find me at:
@DawnMelesko
dmelesko@zaginteractive.com
zaginteractive.com