In today’s digital age, where customers compare banking services from nearly anywhere in the world, standing out against thousands of other banks offering similar services is difficult. Nonetheless, community outreach remains one of the best and easiest ways for community banks to connect with local customers. Below are five community bank marketing strategies that work:
1. Nail down your local digital marketing
One of the most important things you need to do at every branch is to ensure your local marketing is sound. First, optimize your Google Business profile. Your profile must have the correct address, business-relevant pictures, and a description with relevant keywords such as checking accounts, auto loans, or small business loans. Update your website every three months with new events or services. Make sure you update all local directories with up-to-date information. Everything from Yellow Pages to Foursquare to the Google Business profile should have the same contact information for your bank.
2. Partner with relevant businesses
Part of running a community bank is contributing to the community, and a great way to do that is to find business leaders in your community who also serve your ideal client. Many banks partner with auto sellers, realtors, and other businesses that deal with customers that need financial assistance. Partner with the local entrepreneurship center or government-run centers to promote business loans. Make a list of local businesses in your neighborhood and start reaching out. Identifying respected local companies and cultivating lasting relationships can be a win-win solution. By having your community bank on the shortlist of providers, you can create a network of businesses that develop automatic leads for your bank.
3. Host a free financial skills series
Hosting financial classes is a powerful strategy for generating leads for a local community bank. Customers often need help understanding financial topics such as credit scores, online security, investment, retirement plans, or a fast-paced housing environment. From proper budgeting to a series on navigating a complex housing environment, you can craft your educational outreach around the products and services you’re trying to grow. Free classes at your branch could be a great way to meet the clients you’re trying to attract.
4. Highlight the ways you give back
Local customers love to see businesses bringing sustainability to their cities. Consider sponsoring or hosting a local event whenever possible to increase brand visibility in your community. This is also a great way to land local press coverage, which improves your odds of being found online by a local audience. Organizing events such as reserving a community park, hiring food trucks, extending special offers to participants, and holding contests can be great marketing tactics. Another way to engage your members and local businesses is by providing local discounts to your members to boost the local economy and cultivate partnerships with local companies.
5. Use demographic data to tailor your offers
Leveraging your target marketing options is the best way to maximize your bank’s marketing results. For example, people in the wealthiest part of town probably don’t need information on a checking account, and lower-income families aren’t thinking about advanced divestment strategies. Check out sources like Zillow to identify neighborhoods and tailor your offers based on that information. Target marketing can make a difference when you have a suitable product configuration for the targeted audience.
The strength of your community bank is right in the name – your community. Hence, marketing strategies should always consider your communities’ perspectives. Staying close to the community, building partnerships with other community leaders, and tailoring the offers based on demographic data are ways to achieve the marketing goals.
- Nail down your local digital marketing
- Partner with relevant businesses
- Host a free financial skills series
- Highlight the ways you give back
- Use demographic data to tailor your offers