Embed Size (px)
Citation preview
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.
