Whether they’re a startup, “mom-and-pop” shop or mid-sized organization, they will need solutions that address their unique needs. 5 Tools Community Banks Can Use for a Holistic Marketing Strategy As you nurture customers throughout their life cycle, reduce attrition with these five channels: 1. Digital Banking Digital banking should be consistent across every channel. If a user logs into their account on a desktop, your bank can serve them with a personalized pop-up ad based on their segment or past transaction history. Your institution can communicate with calls to action and drive adoption through custom text, secure digital messaging and push notifications. 2. Customer Relationship Management An effective CRM platform should provide a holistic customer view by linking sales, operations, branch, digital and call center interactions to support marketing opportunities. Your CRM should also allow you to schedule appointments, send notifications, release targeted emails or marketing campaigns and more. Updating your CRM with regular documentation like contact information, credit scores and marketing preferences can open the door to building personal connections and cross-sales opportunities. 3. Email Campaigns Often linked with CRM, email is another tool to help your institution communicate with customers. While some customers prefer in-person interactions, others may prefer receiving emails. Targeted marketing emails can be an effective way to reach customers with relevant offers. 4. Customer Service Tools Customer service tools like digital banking messaging and text, voice and video communication help bridge the gap between physical and digital channels. Chatbots can also be embedded in the digital banking experience to address customers’ immediate questions or needs and suggest related products or services. Authenticated chat can be managed by your institution’s employees or trained on preliminary conversations to expedite assistance. 5. In-Branch Experience Although most customers are comfortable navigating digital channels, some customers still prefer the branch for certain financial activities. So, your customer experience should seamlessly flow from the digital world to the physical one and vice versa. If someone begins a loan application online, the in-branch representative should be able to help them pick up right where they left off. Bridging the Digital Divide: Finding Ways to Reach Your Customers The placement of marketing initiatives also varies within the digital experience. Some users – such as Gen Z or millennials – may be more likely to use and engage with ads within the digital banking experience versus an email from your institution. Having flexibility within your digital experience to personalize the messages and locations based on your segment is critical. Community banks have always played a unique role locally and are well suited to take advantage of non-traditional methods to meet new customers. For example, in areas offering attractive outdoor adventures like hiking trails, some banks set up small booths to pass out water bottles or breakfast burritos emblazoned with a QR code to their website, blending physical and digital outreach. Ultimately, banks that blend these tactics, leaning into customer segmentation while meeting them in the channel of their choosing with campaigns targeted to their needs, will strengthen the relationship and trust with their customers. Hannah Day Senior Director of Digital Banking CSI media@CSIweb.com Based in Denver, Colorado, Hannah comes to CSI with 20 years of experience in digital banking. She is passionate about community financial institutions and equipping them with the best digital banking experience, so they can serve the unique needs of their customers and communities. Computer Services Inc. (CSI) is an associate member of the Indiana Bankers Association. SALES & MARKETING CONT. 20 HOOSIERBANKER
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