Local marketing is an essential strategy for community banks targeting a local audience. The goal behind a local marketing strategy is to spend your community bank’s marketing and advertising budget to gain traction with your targeted local audience. Below are seven effective strategies to improve your bank’s local marketing.
1. Optimize your website and localize it
Website optimization is possible by following search engine optimization (SEO) best practices, such as employing keyword research to inform your website content and ensuring your website offers a top-notch mobile experience. Your website can be localized by determining keywords and key phrases based on local search terms. Frequently mentioning your community or nearby communities can improve your local SEO. For example, adding language to your website, such as “auto loans in the tri-state area,” can optimize your website for local search.
2. Claim your Google Business Profile listing
One of the easiest and most effective local marketing strategies is to claim your Google Business Profile. Make sure your Google Business profile is complete. This means having the correct address of your bank, pictures of your branch, and a description with relevant keywords such as “checking accounts” and “auto loans.” Additionally, encourage positive user reviews, along with online engagement.
3. Set up local Google Ads campaigns
Create highly local advertising campaigns leveraging Google Ads. For example, if you operate in a city called Weehawken, bid on keywords like “checking account Weehawken,” “best banks Weehawken,” etc. Make sure to highlight exactly what separates you from your competitors on the landing page to which you send your paid traffic.
4. Localize paid non-digital Ads.
Outside of digital advertising, localized paid ads are still applicable. Local newspapers, radio spots, coupon books, movie theaters, and local sponsorships are some of the best ways to promote your brand to local consumers.
5. Optimize social media pages.
Your social media pages should be optimized and localized by providing up-to-date information, such as your branch location, contact information, and branch hours. It also means maintaining an active social media account and scheduling social media posts that are relevant to the targeted audience. This may include local events and things happening within the community you serve.
6. Host or sponsor local community events.
Consider sponsoring or hosting a local event whenever possible to increase brand visibility in your local community. This is also a great way to land local press coverage, which improves your odds of being found online by a local audience. Hosting financial classes is another way to generate local community bank leads. Offering a free course every month at your branch could be a great way to meet the clients you’re trying to attract.
7. Try a direct mail campaign.
Direct mail is a much cheaper way to reach customers than it seems. What you pay for in stamps can be recovered by not paying for mailing lists and professional targeting. You can frequently target prime demographics by looking at neighborhoods that fit the demographics of your target audience. Use public demographic information to specify your message. People in the wealthiest part of town probably don’t need information on a checking account, and lower-income families probably aren’t thinking about advanced investment strategies. Find sources to identify neighborhoods and tailor your offers based on that information.
Conclusion
Many local marketing strategies are free to implement and can be easily accomplished. Setting up an optimized and localized website, giving your social media pages the same treatment, claiming your Google Business listing, responding to online reviews, and organizing community-based events and financial classes can increase visibility and create a stronger bond between your brand and your targeted local audience.
Key Takeaways
- Optimize your website and localize it
- Claim your Google My Business listing
- Set up local Google Ads campaigns
- Localize paid non-digital Ads
- Optimize social media pages
- Host or sponsor local community events
- Try a direct mail campaign
