Aligning Social Media & Content Marketing for Success

Aligning Social Media & Content Marketing for Success

Hello!I am Dawn Melesko

Digital Strategist at ZAG Interactive

Connect with me@DawnMelesko

Content is king

Produce the right content to speak to the

right person at the right time.

◎Target prospects with social media

◎Create personas

◎Align sales and digital marketing

◎Produce the right content

Takeaways

1.The Landscape has ChangedLess branch visitsMore digital interactions

Social Media

Website

Online & Mobile

BankingEmail

Search

PR & Advertising

Digital Channels

Social media is a part of the puzzle

Social media is a content distribution channel with rich targeting capabilities.

To make social sell, it must be aligned with your content strategy.

Product Promotion◎Highly prioritized

◎Low engagement

80% of Social Marketers Measure Engagement as Success

Financial Advice◎High engagement

◎Lower priority

Data analyzed by bank social media marketer survey and content

posted by the largest banks last year

Source: http://customerthink.com/a-review-of-social-media-in-the-banking-sector/

Source: http://customerthink.com/a-review-of-social-media-in-the-banking-sector/

Source: http://customerthink.com/a-review-of-social-media-in-the-banking-sector/

2%Amount of organic reach by big brand pages on

Facebook and Twitter

Engage with brand posts regularly

Organic Reach Plummets as Stock Price Increases

Use social media

to target.

2.Setting the Right GoalsStart with the end goal in mind and work backwards to plan your strategy.

Align Content & Social Media Goals to Business Goals

Customer Acquisition

49% of CMOs

Loan Growth

50% of CMOs

Cross-Sales &

Onboarding

44% of CMOs

Source: Financial Brand Research 2017

What’s the End Game?

Questions for Goal Setting

◎How can you track sales?

◎Who can be targeted on social media?

◎What products match?

Targeting on Facebook & Product Match

First-Time Home Buyer◎FHA Home Loans◎Mortgages

New Job◎IRA Rollovers

Likely to Move◎ Checking Accounts◎ Mortgages◎ IRA Rollovers

Newly Engaged◎Mortgage◎Joint Accounts◎Savings

Home Improvement◎HELOCs and Home Equity

Recent Mortgage Buyer◎Refinance

Figure out what products make sense to focus on based on

targeting options and goals

3.Understand Your Target MarketLearn about their pain points, questions and objections to create content that speaks to their needs.

Place your screenshot here

Buyer PersonasFictional representations of your ideal customers with information to help you develop content to speak to them personally.

Learn About Your Target Market to Create Personas

Questions for Saleso What does a good

prospect look like?

o What are their

objections, pain

points and

questions?

o What information do

they need?

Persona Development

• Demographics

• Psychographics

• Job Title

• Goals

• Where they get

information

• Communication

preferences

“

Source: http://www.salesforlife.com/blog/sales-management/blowing-up-the-silos-between-sales-and-marketing-alignment/

Sales Lessons◎ Prospect in the right areas

and don’t waste time on dead leads

◎ Understand pain points and objections

◎ Provide value

◎ Build credibility

What Sales Can Teach Marketing

Marketing Takeaways◎ Target smart with social

media, search, PPC

◎ Develop personas and map content

◎ Be helpful

◎ Own your digital presence

Sample Persona

Frank the First-Time Homebuyer

Demographicso Age: 32o Maleo Income: $60,000o Location: Urbano Engaged o Tech-savvy

Goals & Challengeso I am getting married this year and want to buy a homeo I want to start a family soon and make sure my family is protected. o I don’t know how much I’ll need to retire. o I’m not the best with money. o I don’t have a lot saved for a down payment on a home.

How Can We Help?o FHA loano Personal loan o Credit cardso Joint accounto Financial advisor

4.Content MappingCreate content that speaks to all stages of the buyer’s journey.

Align Content to the Sales Funnel

Awareness

Consideration

Purchase

Set Goals Throughout Journey

Build Awareness◎Introduce people to the bank◎10% increase in new visitors

Drive Consideration◎Engage prospects online◎Increase time spent on page by 10%

Increase Conversion◎New accounts and loans◎10% increase in mortgage loan apps

Targeting◎Who should be targeted?

Content ◎What do they care about?

Event Tracking ◎How can we track sales?

Think backwards

Content Creation

Awareness of a Problem

◎Renting is like throwing away my money

◎I don’t know if I can afford a mortgage

Content Assets

◎Buy or Rent Calculator

◎How Much Home You Can Afford Calculator

Focus content on being helpful at this stage

Pixel visitors for retargeting

CTA: Opt-in for more

Content Creation

Consideration of a Solution

◎How do I get the lowest rate?

◎What if I have bad credit?

◎Who has the best service?

Content Assets

◎Comparison charts

◎Credit score tips

◎Ratings & reviews

Make comparing easy for them at this stage and

introduce “social proof” to build credibility

CTA: Schedule an Appointment

Content Creation

Purchase

◎I need to get pre-approved

◎What information do I need to submit?

◎What type of loan?

Content Assets

◎How to get pre-approved

◎Mortgage Checklist

◎Loan match guide

Focus budget on bottom of the funnel content to

monetize your strategy.

CTA: Buy Now

Put Yourself in the Prospects Mind

How can you help me solve my problems?

What’s in it for me?

Are you the best choice?

Serving Up Content

o Website

o Resource Center

o Blog

o Emails

o Social Media

o Whitepapers

o Video

o Landing Page

Create synergy among all of your digital content assets

How to Develop a Content Strategy

1. Set GoalsTo reach your goals you need to think backwards.

◎How can you track sales?

◎What products match?

◎Who can be targeted on social media?

2. Develop PersonasYou must understand the buyer’s journey.

◎What makes a good lead?

◎What are their pain points and objections?

◎What information do they need?

3. Create ContentDevelop helpful content for all stages of funnel.

◎What’s in it for the prospect?

◎What will help them during this stage?

◎How do you compare to competitors?

Align content to buyer to make social sell

Social media is a content distribution channel with rich targeting capabilities.

To make social sell, it must be aligned with your content strategy.

Thanks!Any questions?

You can find me at:@DawnMeleskodmelesko@zaginteractive.com

zaginteractive.com