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Types of Digital Marketing for Community Banks to Acquire Customers

Customer acquisition is the process of converting a generated lead into a customer. Digital marketing, with the right choice of digital channels, can get your community bank in front of your target audience and, with the right strategy, convert prospects into paying customers. Below are five digital marketing strategies you can implement with customer acquisition in mind.

1.    Optimize paid search campaigns with the right keywords

Also known as pay per click (PPC), paid search is one of the most effective digital marketing strategies for customer acquisition. This allows your community bank to target your target audience with the right keywords at the right time. For example, if your target audience is local business owners, your paid search ad can be “low-cost loans for small businesses.” If someone’s searching for it, you want your targeted ad to be the one they see. Additionally, create an optimized landing page with consistent verbiage, clean design, and a clear call to action to run successful campaigns.

2.    Stay relevant on social media

Organic social media can help you acquire new customers if you post content regularly that highlights industry updates, financial education, financial offerings, and stories about the community you serve. Take advantage of relevant holidays, especially financial-related observances such as Teach Your Child to Save Day, Financial Literacy Month, and Tax Day reminders to acquire new customers. Use hashtags and tag others to amplify your posts to attract a broader range of audiences.

3.    Run remarketing campaigns

Remarketing allows your bank to display hyper-focused ads to connect your bank with a targeted audience that recently visited your website. However, retargeting campaigns aren’t one size fits all. For example, if a site visitor clicks the home loan page, you should target him with social media ads highlighting low-cost home loans with limited offerings.  When done right, choosing the right digital platforms that target audiences use most, remarketing is one of the most cost-effective ways to acquire new customers.

4.    Develop a content marketing strategy

The more content you create, the more industry topics you can cover, and the more likely you’ll be found in organic search results. Content encompasses blog posts, videos, finance-related webinars, guides, e-books, downloadable templates, case studies, and product descriptions. Any non-marketing content that adds value to the customer’s experience can help your bank grow while building trust and customer loyalty.

5.    Grow your email list

Email marketing is still the most preferred mode of digital marketing strategy for community banks. And therefore, your bank must focus on creative ways to build a non-client subscriber list. There are several ways to do so. Entice customers to sign up for your email list in exchange for valuable content, such as financial planning guidebooks, retirement planning catalogs, or personal budget templates. Or request email addresses during customer service calls. Add exit-intent pop-ups to your site or include a subscription box in your site’s footer. In community events, give people the option to sign up for a workshop or networking event. Whatever mode you choose, remember that the value of the information you are offering is directly proportional to the amount of personal data customers are willing to provide.


Digital marketing is one of the most direct ways to connect with your desired prospects and convert them into customers. By knowing your target audience, meeting them where they are, and analyzing the data behind your campaigns, you’ll have the tools you need to attract more customers and keep them both loyal and happy.

Key Takeaways

  • Optimize paid search campaigns with the right keywords
  • Stay relevant on social media
  • Run remarketing campaigns
  • Develop a content marketing strategy
  • Grow your email list