Trust, Originally uploaded by Joe Nangle
Trust. For community banks, it’s the key marketing idea for your brand. Now more than ever. The thing about trust, is that you can talk about it all you want to in a marketing campaign. But it really doesn’t mean much until it’s backed up by ideas in action.
Which would convince you more of a bank’s “commitment” to a community? An ad that says “We’re here for you” or a bank that creates real online experiences that demonstrate that commitment?
Right now, it’s time for community banks to rebuild trust in their communities by differentiating themselves as much as possible from the big banks. And it’s time to leverage a Main Street vs. Wall Street marketing/PR message in a unique way from your community bank competitors.
It’s Time To Personalize Your Commitment To Your Community
It won’t happen just by creating ads. It will happen by creating experiences that can generate online and offline buzz, primarily through social media (if you’re fuzzy on social media or think social media is not for your audience, check out my recent blog post on social media marketing for banks).
The question is, will your community bank be bold enough to try something that’s new ground? Will social media simply be a repeat of community banks’ failure to move into other innovations such as ATM’s and online banking until the big banks had already conquered those territories?
Imagine an archive of online video footage that demonstrates your commitment to the community through real, actionable displays rather than a bunch of banker speak. Through that content, potential customers could get acquainted with your bank’s employees and actually start to get a feel for the “community” aspect of your bank.
What if you had an online archive of content that demonstrates your commitment to helping the community build its wealth by offering personal finance tips? Again, another action that builds trust faster than any ad that simply talks about trust.
Don’t get me wrong. I love great branding ads. I’ve spent 20 years creating them. But branding ads are simply a tactic to build relationships. If there’s a better way to build relationships, I’m in favor of it. And because relationships are what social media is all about, then I believe this is the time to start including social media into your community bank’s marketing mix.
Implementing a social media campaign in 2009 can be what not only helps you win consumer trust by differentiating you from the megabanks, but also by demonstrating “trust through actions” you differentiate from your competing community banks.
But as with any marketing strategy, the key is to be the first one in your market to do it. Otherwise, you’ll simply be a me-too bank. And you likely know what an uphill struggle that can be.
Again, if you’re unclear on social media, click here to check out my blog post on social media marketing for banks.
Kevin McIntosh develops creative branding ideas and social media strategies to help community banks differentiate from their competition.
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