{"id":1195438,"date":"2021-03-26T08:04:51","date_gmt":"2021-03-26T15:04:51","guid":{"rendered":"\/?p=119543"},"modified":"2025-02-14T09:18:39","modified_gmt":"2025-02-14T17:18:39","slug":"what-marketers-need-for-sales","status":"publish","type":"post","link":"https:\/\/www.fintelconnect.com\/fr\/webinars\/what-marketers-need-for-sales\/","title":{"rendered":"Ce dont les sp\u00e9cialistes du marketing ont besoin en premi\u00e8re ligne des ventes"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\">By Amber Buker<br>Director of Insights, Alloy Labs Alliance<\/h4>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>In this article<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">The marketing ecosystem for financial institutions is changing with many customers going online to fulfill their needs. Keep reading to find out what marketers need on the frontline of sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For over a decade now, customers have decided to bank with an institution before \u2014 and often without ever \u2014 setting foot in a branch. Customers choose their bank online. They compare products and rates. They seek out the recommendations of the blogs and YouTube channels they trust.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All this means that marketers have a new role. They are now a bank\u2019s frontline salespeople.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The bank marketer\u2019s role has evolved beyond placing orders for branded pens and lobby posters. Marketers are now charged with filling the sales funnel digitally, and they need the products and relationships required to do so.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just as lenders need to participate in the local community to meet business owners, bank <strong>marketers need to build their network with publishers and influencers to attract new customers <\/strong>on the internet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Firms like <a href=\"\/brands\/\">Fintel Connect<\/a>, a Vancouver-based fintech, specialize in connecting bank marketers with those centers of influence. They enlist <a href=\"\/publishers\/\">third-party publishers to review bank products<\/a> or create other forms of content that push prospects to the bank. Financial institutions pay the publisher for this exposure, but only when those referrals convert by taking the desired action on the bank\u2019s site. Instead of paying for clicks, banks pay for performance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But before they can succeed in these relationships, banks must be well-positioned to take advantage of new site visitors. <strong>Solid digital account opening capabilities and easy-to-find digital applications are foundational requirements <\/strong>for successful digital marketing. After all, directing customers to the bank\u2019s site isn&#8217;t helpful if they have no way to complete a call to action when they get there.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once those foundations are in place, banks must turn their attention to driving traffic to their sites, as American Banker\u2019s Digital Banker of the Year for 2020, Patrick Sells, explained in a recent Digital Marketing Panel hosted by the <a href=\"http:\/\/alloylabs.com\">Alloy Labs Alliance<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cWe saw a 30% increase in volume year-over-year for terms like \u2018online business banking.\u2019\u201d<br>&#8211; Ruth Heneghan&#8217;s insight from Google Trends<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cJust because you have [online account opening] doesn&#8217;t mean customers are going to come,&#8221; Sells said, &#8220;so you really do need to have a marketing strategy for how you\u2019re going to drive traffic there. That\u2019s why my background was all in<a href=\"\/influencer-marketing\/performance-marketing-101\/\"> performance-based marketing<\/a>, and it\u2019s one of the reasons why I really loved Fintel Connect,\u201d which co-hosted the panel.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/01\/Banks-have-to-have-both-digital-account-opening-and-application-1024x683.jpg\" alt=\"\" class=\"wp-image-10293\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Banks have to have both digital account opening and applications and the marketing chops to get people there.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Part of where Fintel helps propel a bank&#8217;s marketing strategy is by connecting bank marketers with the <strong>specialized expertise of outside editorial partners<\/strong>. Publishing expert Ruth Heneghan, who has managed affiliate programs at <a href=\"https:\/\/fitsmallbusiness.com\/\">Fit Small Business<\/a> and <a href=\"https:\/\/www.coverwallet.com\/\">CoverWallet<\/a>, explained how good partners can help banks define their strategy using the publisher\u2019s bird\u2019s eye view of what types of content are performing well.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, she says publishers saw shifting habits over the course of the pandemic. Initially, large volumes of traffic were centered on the logistics of working from home, but that quickly shifted when the CARES Act was introduced. \u201cOn Google Trends,\u201d Heneghan explained during the panel, \u201cwe saw approximately a 30% increase in volume year-over-year for terms like \u2018online business banking.\u2019\u201d Working with publishers who understand the competitive editorial landscape for financial products can broaden bank marketers\u2019 perspectives and help them hone in on key trends quickly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are a myriad of other considerations for bank marketers including SEO, design, webpage testing and more. Specific tactics in these areas were discussed during the panel, which was available exclusively to Alloy Labs Alliance members. To learn more about joining the Alliance, email jason@alloylabs.com.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The expectations for modern bank marketers have transcended their old order-taking roles. Banks that expect their marketers to do more need to provide them with tools and partners that will drive traffic to a bank\u2019s online real estate \u2014 because that\u2019s where deals are done now.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">About Amber Buker<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Amber Buker is the Director of Insights for the <a href=\"https:\/\/www.alloylabs.com\/\">Alloy Labs Alliance<\/a>, a consortium of community and mid-sized banks that work together to adopt technology more efficiently and effectively. At the Alliance, Amber creates actionable insights based on member-driven discussions. Before Alloy Labs, she wrote for<em> Bank Director<\/em> magazine and developed the FinXTech Connect platform and awards program for bank-friendly fintechs. Reach out any time at <a href=\"mailto:amber@alloylabs.com\">amber@alloylabs.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Amber BukerDirector of Insights, Alloy Labs Alliance In this article The marketing ecosystem for financial institutions is changing with many customers going online to [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":17484,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":["post-1195438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webinars"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Marketers Need on the Frontlines of Sales | Webinars | Fintel Connect<\/title>\n<meta name=\"description\" content=\"The marketing ecosystem for financial institutions is changing with many customers going online to fulfill their needs. 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