A Proprietary Footprint Development Process.
Leap Marketing has developed a proprietary process that works for all lines of business at your bank, regardless if you have online account opening or not.
If you have online account opening capabilities your bank needs to have this process executed for each branch to maximize your opportunity to leverage that account opening capability.
The goal of this process is to develop a targeting approach that effectively delivers customer and prospect messages in your bank’s primary trading areas while eliminating waste. Currently, it’s being used by community banks to target new consumer deposit and loan households, commercial and small businesses, as well as, wealth management prospects.
Developing Your Digital Footprint
As a community bank, you know that customers are your net-promoters and their perception of your brand is what will help grow your customer base. Financial services industry best practices has shown that one of the best ways to grow your customer base is to utilize your net-promoters to influence prospects to choose your bank. As a result of this research, Leap Marketing has been using net-promoters to anchor a bank’s digital footprint. This will produce the best results on a short and long term basis.
Leap Marketing segments your bank’s digital footprint for each line of business, creating unique LOB digital footprints. When each one is combined, it represents your bank’s overall brand digital footprint.
Leap Marketing then completes your individual digital footprints with metrics and insights from available research sources. This provides a comprehensive view of your customers and provides opportunities to leverage your digital footprint for future growth.
Why You Need A Digital Footprint
Digital transformation in the financial services industry has reached the stage that community banks need to start using online platforms to communicate with customers and prospects. Defining your bank’s digital footprint is the first step to maximize the changes in media usage in your footprint trading area.
Major changes in local media over the last five years have affected your bank’s ability to market effectively in your trading areas. Here are some major changes taking place not only nationally, but locally.
The demise of local newspapers | Large and small market
- Internet news content sites have been stealing readers for years and have grown to the point that local print sources are extremely costly and many are facing extinction.
The fragmentation of local radio station listenership
- Streaming services and apps are slowly carving away at best listeners and market share.
The fragmentation of TV viewership via local broadcast and cable television
- Streaming services like Hulu, Netflix, YouTube are growing their viewership at a rapid pace due the growing number of cable cutters.
People’s growing reliance on internet access anywhere | anytime
- There is an APP for almost everything you want
According to The Financial Brand, digital ad spending continues to grow and is being used for branding and acquisition messages every year.
It’s forecasted to increase by nearly 20% in the next two years and is primarily focused on display, digital video, search and social media marketing channels.
The Leap Approach to Bank Marketing
What makes Leap Marketing unique is our dedicated focus on community bank marketing. We know the market is constantly changing and building a digital footprint for your bank is one of the first steps to building a successful and affordable marketing communications plan for your bank.
To learn more or to get scheduled for your digital footprint analysis, send an email to John Verre or Laura Bonesteel, give us a call @ 262-436-4080 or fill out the contact us form below. We look forward to building a digital footprint for your bank.