ūüöÄ A big welcome to the newest financial services partner in our network: B9!

Workshop Recap: Winning New Customers in Times of Change

NC Webinar Recap 2021
June 17, 2021

‚ÄĘ read



Marketing Coordinator

In this article

We partnered with the North Carolina Bankers Association on a 4-part marketing seminar to give bank marketers valuable insights for acquiring new customers during times of change. Learn more about our panelist’s top tips for developing your bank’s digital strategy.

Thank-you to everyone who attended our virtual marketing seminar Winning New Customers in Times of Change with the North Carolina Banker’s Association. Finding the right marketing tactics to suit your bank’s digital strategy can be a challenge, especially when your budget is limited, and competition is fierce. In this four-part series, bank marketers learned how to make the best of their resources and craft digital journeys that engage and convert more customers. 

A special thanks to Brianna Reeder, AVP, Director of Communications & Professional Development of the NCB for hosting this  seminar for their members, as well as our knowledgeable panelists for providing their insights on developing a successful digital strategy: 


  • Maureen Flaherty, SVP, Chief Marketing Officer –¬†Kennebunk Savings¬†
  • James Roy, Senior Vice President of Digital Marketing ‚ÄstPeople‚Äôs United Bank¬†
  • Booshan¬†Rengachari, Founder ‚ÄstFinzly¬†
  • Mary Coleman,¬†Director of Advertising and PR ‚ÄstExtraco Consulting¬†
  • Liz McIntyre, Director of¬†Social Media¬†& PR, and Vice President of Marketing ‚ÄstRenasant Bank¬†
  • Andrew Kraemer,¬†Personal Finance Writer and Founder ‚ÄstWalletSquirrel.com¬†
  • Amy Tabash‚Äč,¬†Director, Sales and Strategic Partnerships –¬†WebPals¬†
  • Lauren Greutman,¬†Debt Free Life Coach ‚ÄstLaurenGreutman.com¬†
  • Megan¬†Hryndza, Co-Founder ‚ÄstMighty Deposits¬†
  • Matthew Entringer, Digital Media Manager-¬†UMB¬†
  • Joshua Kopac,¬†Director of Sales¬†‚ÄstProdege¬†
  • Nicky¬†Senyard, Chief Executive Office ‚ÄstFintel Connect¬†

Session 1‚Äď The Customer Journey in Banking¬†

Our panelists discuss strategies and tactics to optimize the customer journey and draw in high-value customers online. Normal, everyday transactions have moved to the online space, specifically in three main areas: deposits, payments, and lending.  

Since customers are seeking easy-to-use, secure platforms to manage their transactions autonomously online, our panelists agree that a seamless customer experience is a key factor in any bank’s growth strategy. Here are some of their main tips: 

  • Leverage your strengths and carefully consider all options for a digital strategy.¬†Take the first step that makes sense for your bank and¬†your¬†customers.¬†
  • Identify and reduce as many friction points as possible to minimize customer drop-off. ¬†
  • Align¬†the design of¬†your messaging with the channel¬†of delivery: short, casual messages for social¬†channels, longer email messages that¬†outline pertinent¬†details¬†for the customer, etc.¬†Value is created when your brand delivers the¬†right message at the right time, using the right channel.¬†
  • Ensure you can easily access the metrics you need¬†to¬†identify¬†any trouble spots and¬†continuously¬†improve¬†your customer‚Äôs¬†journey. It¬†is important to meet the customer where they are and create trust, and to test your digital operations to learn what works best for them.¬†

Session¬†2 –¬†Financial Product Marketing: Choosing Digital Channels to Acquire New Customers¬†

In the online ecosystem, there are many different verticals that can drive new customers, including search engine optimization (SEO) and content marketing, social media marketing, paid search, email marketing, and affiliate partnerships. Here are some important points made by our panelists: 

  • Dedicate time¬†to¬†¬†defining¬†and applying an SEO¬†strategy.¬†It is¬†a long-haul tactic but is worth the investment when customers arrive at your bank¬†organically.¬†
  • Create new and fresh¬†content¬†as much as¬†possible and¬†tap into current events or trending topics to¬†grow your organic search results.¬†
  • Ensure that all content you create includes¬†relevant keywords from your keyword strategy.¬†
  • Social¬†platforms¬†are not¬†all alike¬†and serve different purposes: choose the¬†platform that drives the greatest impact for your specific¬†customer demographics.¬†¬†
  • Be careful with paid search¬†and watch¬†your¬†spend carefully. If you‚Äôve never ventured into¬†it, apply it as a supportive¬†channel¬†to your organic strategy.¬†¬†
  • Email marketing is the easiest to control and allows you to make your messaging personal and specific. Track the data with your email campaigns and make adjustments as needed.¬†
  • Affiliate¬†marketing drives between 30-40% of customer acquisitions in the financial space, and¬†networks that specialize in financial services¬†can drive greater value for your bank.¬†¬†

Session 3 РHow to Partner with Publishers and Influencers, Both Big and Small 

Partnering with¬†affiliates and influencers¬†leads to¬†higher¬†ROI¬†since brands can work with them on a performance basis, paying only for new customers rather than for brand exposure or awareness.¬†‚ÄĮBy promoting¬†the brand‚Äôs products¬†through compelling content, these types of marketers allow brands¬†to¬†reach¬†their niche audience.¬†

When developing a successful partnership with influencers and affiliates, our panelists recommend that banks: 

  • Tune¬†into social conversations online. It can be helpful to see where and how customers are interacting with your brand and then¬†find which influencer channels might work best.¬†
  • Partner with smaller influencers to¬†acquire¬†high value customers.¬†Smaller influencers have¬†a very close¬†connection with their audience. Target influencers that are in the financial space that you believe would be well suited to support your brand.¬†¬†
  • Talk to influencers about your compliance requirements. While most of the top financial influencers understand compliance regulations,¬†transparency is key to them adhering to the requirements.¬†
  • Share data with influencers to ensure that campaigns are meeting the desired goal. Data can help grow the campaign and identify what can be improved upon.¬†¬†
  • Take advantage of your partner‚Äôs audience‚Äôs¬†feedback on your products and services. You can use that feedback to develop or make changes to your digital strategy.¬†

Session¬†4¬†‚Äď Key Metrics for a Successful Digital Strategy¬†¬†

Data and tracking are essential to perfecting a digital marketing strategy, and selecting the right key performance indicators (KPIs) are crucial to measuring the success of reaching goals. They suggest that banks consider the following questions when determining campaign metrics: 

  1. What are you trying to accomplish?  
  2. How are you measuring success?  
  3. Are your systems in place to give the right reporting? 
  4. Who is managing the campaigns?  

Apart from determining your KPIs, our panelists also share some important considerations for managing metrics: 

  • Streamline your systems so that data is easily accessible. If you are working with influencers, ensure that they are also shown key data points.¬†
  • Customer lifetime value is an important metric – aside from optimizing for transactions, your long-term goal should be optimizing for a healthy customer relationship.¬†
  • Put yourself in the shoes of the user.¬†Take the customer journey yourself¬†to¬†identify potential pain points.¬†¬†
  • Be proactive rather than reactive. Test your campaigns and utilize feedback. Real-time data allows you to make quicker decisions.¬†
  • When looking at your data landscape, begin with the end in mind. Figure out what you want your outcome to be and work forward from there.¬†

Key Takeaways 

To wrap up, we asked our panelists: If they could go back in time and give advice to their younger selves regarding digital marketing, what would they say? Here are their responses: 

  • Know that¬†it is okay to fail and make mistakes. Digital campaigns¬†involve¬†trial¬†and¬†error,¬†but you will learn a lot as you grow your strategy.¬†¬†
  • There¬†are many helpful resources available to help you. Attend webinars or training sessions and reach out to your network for advice.¬†¬†¬†
  • It takes time to learn¬†all¬†the different¬†online¬†platforms¬†(social media, email, paid search,¬†etc).¬†Choose the ones that you feel work best with your audience and start there. You can always make changes.¬†
  • Just get started. There is no better time than now to start developing your digital strategy.¬†
  • Internal collaboration is important. Make sure that you have¬†effective communication¬†with your internal and compliance teams before getting started.¬†
  • Have a desire to learn about things that are beyond your business. Look at what competitors are doing as well as what your target audience is doing.¬†¬†
  • Have good external partners. Working with good influencers/affiliates will lead to high ROI.¬†
  • Make sure that there is support and trust within your internal and external relationships.¬†

Learn more about influencer marketing strategies and how to enhance your¬†bank marketing strategy through partnerships¬†and‚ÄĮfollow us on LinkedIn‚ÄĮto keep up with the latest in affiliate marketing for financial services.‚ÄĮ¬†



Submit a Comment

Your email address will not be published. Required fields are marked *

Related articles

Rooftop Happy Hour in New York

Rooftop Happy Hour in New York

Following Affiliate Summit East 2022, we hosted a happy hour event at the Elise Rooftop in New York. It was an exciting evening of conversation, networking, and cocktails with leaders in financial services. Thanks to everyone who joined us! Check out our photos from...

Credit Score Affiliate Programs You Can Join

Credit Score Affiliate Programs You Can Join

In this article We will discuss few of the credit score affiliate programs most suitable for influencers looking to add new financial partners to their affiliate portfolio.Are you a content creator/influencer looking to add new financial partners to your affiliate...

Why The FIRE Lifestyle Isn’t Just A Fad

Why The FIRE Lifestyle Isn’t Just A Fad

In this article We will discuss how you as an influencer/affiliate can help your niche audience to embark upon their journey of the FIRE movement.More and more people are looking to get control of their personal finances, and for many, that means planning earlier for...

Request your demo

Tell us a little about yourself and we'll connect you with a Fintel Connect expert who can share more about the product and answer any questions you have.

1 + 7 =