8/4/2020 FMS > FMS 2020 WBA Marketing Workshop Strategic Marketing Virtual Workshop Series
Presented by Sean Hockenbery, President Amber Farley, EVP Emerging Media Financial Marketing Solutions July 2020
Workshop Agenda
Session 1: Session 2:
FMS > FMS Today’s Marketplace Strategy Development Understanding Brand Creative Messaging Content Development
Session 3: Session 4: Delivery Channels Earned Media Owned Media Implementation Paid Media Measurement
Strategic Marketing Workshop: Session 31 8/4/2020
Delivery Channels The optimal Website Owned Mobile App marketing mix. Blog Social Channels Media FMS > FMS
Earned Paid Traditional Shares Sponsorships Mentions Media Media Pay-Per-Click Reviews Display Ads Media coverage Social Ads Guests posts Retargeting Influencers (free) Paid Influencers Direct
Internal Channels
Strategic Marketing Workshop: Session 32 8/4/2020
Branch Network FMS > FMS
Branch Network FMS > FMS
Strategic Marketing Workshop: Session 33 8/4/2020
Branch Network FMS > FMS
Branch Network
Strategic Marketing Workshop: Session 34 8/4/2020
Branch Touch Points
Digital Lobby Screens
Architecture FMS > FMS Posters
Slip sheets
Flyers
Brochure Racks
Drive Thru Envelopes
Drive Thru Banners
Drive Thru Tubes
Branch Touch Points
Have a branch standard guideline
FMS > FMS Keep it clean!
Create an experience
Equip your team
Strategic Marketing Workshop: Session 35 8/4/2020
Branch Network
2020 Marketing & Cross Sell Matrix
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Retail Merchandising Posters
Slip Sheet/Take One Drive Thru Banners
ATM Marketing Screen Lobby Screen Ads Digital Messaging Home Page Ads
Secondary Banner Ads
Online Banking Ad Facebook Message Customer Communications Cross-Sell Email
Product Line Email Direct Mail Electronic Statement Message
Business Line Poster DT Banner Slip Sheet / Take One Web Banner Client Email Lobby Screen ATM Screen Online Banking Banner Secondary Banner Branding Mortgage Wealth Management
Materials Library Poster DT banner Slip Sheet / Take One Web Banner Client Email Lobby Screen ATM Screen Online Banking Banner Secondary Banner Cross-sell Mobile Banking Online Banking with Bill Pay e-Statements Card Services
Email Marketing Stats FMS > FMS
https://blog.hubspot.com/marketing/email-marketing-stats
Strategic Marketing Workshop: Session 36 8/4/2020
Email Marketing_Open Rate / Industry FMS > FMS
https://blog.hubspot.com
Email Marketing_Clickthrough Rate / Industry FMS > FMS
https://blog.hubspot.com
Strategic Marketing Workshop: Session 37 8/4/2020
Email Marketing_Unsubscribe Rate / Industry FMS > FMS
https://blog.hubspot.com FMS > FMS
https://coschedule.com/blog/email‐marketing‐ best‐practices/
Strategic Marketing Workshop: Session 38 8/4/2020 FMS > FMS
https://coschedule.com/blog/email‐marketing‐ best‐practices/
Email Marketing Dashboard FMS > FMS
Strategic Marketing Workshop: Session 39 8/4/2020
Owned Media
Delivery Channels Website The optimal Mobile App Owned marketing mix. Blog Social Channels Media FMS > FMS
Earned Paid Traditional Shares Sponsorships Mentions Media Media Pay-Per-Click Reviews Display Ads Media coverage Social Ads Guests posts Retargeting Influencers (free) Paid Influencers Direct
Strategic Marketing Workshop: Session 310 8/4/2020
Assess Yourself FMS > FMS Honestly assess how you look and function where people are (mobile, online, social, etc.)
Simplify Your Website FMS > FMS
Strategic Marketing Workshop: Session 311 8/4/2020
Use Promotional Landing Pages FMS > FMS
Enhance UX & UI for Mobile FMS > FMS
Strategic Marketing Workshop: Session 312 8/4/2020
Load Time
Your website’s load time on both desktop and mobile matters when optimizing your SEO. When Google can crawl through pages faster, it is able FMS > FMS to index more pages within the same amount of time.
“Speed is now a landing page factor for Google Search and Ads.” - Google
Google indicates that 40% of consumers bounce from pages that take more than 3 seconds to load.
Strategic Marketing Workshop: Session 313 8/4/2020
Testing Tools
1. Page Speed Insights: https://developers.google.com/speed/pagespeed/in
FMS > FMS sights/
2. Mobile Speed: https://www.thinkwithgoogle.com/feature/testmysit e/
3. Mobile Friendly: https://search.google.com/test/mobile-friendly
Brand Your Social Channels FMS > FMS
Strategic Marketing Workshop: Session 314 8/4/2020
Paid Media
Website Delivery Mobile App Channels Blog Social Channels The optimal Owned marketing mix. Media FMS > FMS
Earned Paid Traditional Shares Sponsorships Mentions Media Media Pay-Per-Click Reviews Display Ads Media coverage Social Ads Guests posts Retargeting Influencers (free) Paid Influencers Direct
Strategic Marketing Workshop: Session 315 8/4/2020
TV: Broadcast and Cable
Broadcast FMS > FMS - broader reach - more expensive
Cable - increase frequency at a lower cost. - more targeted geographically
TV Metrics To Consider
Reach FMS > FMS Frequency
Gross Ratings Points
Reach x Frequency = Gross Ratings Points
Strategic Marketing Workshop: Session 316 8/4/2020
Over the Top Advertising FMS > FMS
OTT stands for “over-the-top,” the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite
OTT is a great was to extend your tv schedule audience and reach Cord Cutters
All units can be customized and geotargeted to specific footprint
Non-skippable placement on quality and brand safe video content – Full Episodic
OTT Questions To Ask
- Do they have direct source (first look) inventory from providers?
- Do they reach cord cutters, cord nevers? FMS > FMS
- Is the content 100% premium longform? (22 min. or longer)
- Do they have scale (enough inventory) in your DMA?
- Is the environment brand safe and fraud free?
- Are the ads non-skippable?
- Do the majority of GRPs run TV (big screen)?
Strategic Marketing Workshop: Session 317 8/4/2020
Pre-Roll FMS > FMS
Pre-roll Video extends video exposure into the digital landscape
Cross-Channel campaigns are an effective way to reach broader audience
Non-skippable placement on quality and brand safe video content - Geotargeted
Unit placement can be placed on premium sites at a local and national level
Radio
Local Broadcast FMS > FMS NPR
Streaming -Pandora -Spotify
Strategic Marketing Workshop: Session 318 8/4/2020 FMS > FMS 60.93 million monthly active users (according to Statista.com)
18 – 54-year-old adults spend an averages nearly a third of awake hours on digital audio (Advertising Weekly)
Provides the added element of a visual ad to direct traffic to you.
Newspapers FMS > FMS Magazines
Tradeshow Publications
Business Journals
Arts / Sports Programs
Strategic Marketing Workshop: Session 319 8/4/2020
Out-of-Home
Billboard FMS > FMS Transit
Alternative
Outdoor - Billboard FMS > FMS
Strategic Marketing Workshop: Session 320 8/4/2020
Outdoor – Billboard FMS > FMS
Outdoor - Transit FMS > FMS
Strategic Marketing Workshop: Session 321 8/4/2020
Outdoor - Transit FMS > FMS
Outdoor - Transit FMS > FMS
Strategic Marketing Workshop: Session 322 8/4/2020
Outdoor - Alternative FMS > FMS
Outdoor - Alternative FMS > FMS
Strategic Marketing Workshop: Session 323 8/4/2020
Outdoor - Alternative FMS > FMS
Outdoor - Alternative FMS > FMS
Strategic Marketing Workshop: Session 324 8/4/2020
Sponsorships
Search Marketing
SEO (will discuss in earned) FMS > FMS SEM
Local Search
Voice Search
Image Search
Strategic Marketing Workshop: Session 325 8/4/2020
How Do Search Engines Work?
1. Crawl: Scour the Internet for content, looking over the code/content for each URL they find. FMS > FMS 2. Index: Store and organize the content found during the crawling process. Once a page is in the index, it’s in the running to be displayed as a result to relevant queries.
3. Rank: Provide the pieces of content that will best answer a searcher’s query, which means that results are ordered by most relevant to least relevant.
Google holds 85% of the desktop search engine market share. More than 3.5 billion searches are made every day on Google.
Strategic Marketing Workshop: Session 326 8/4/2020
Search Engine Marketing (SEM)
A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through
FMS > FMS paid advertising. Paid search works on a pay-per-click model on search engines like Google AdWords and Bing Ads.
Google AdWords is Now
Strategic Marketing Workshop: Session 327 8/4/2020
Parts of a Text Ad FMS > FMS DISPLAY URL HEADLINE DESCRIPTION
AD EXTENSIONS ‐ Site link ‐ Call ‐ Locations ‐ Offer ‐ App
Ad Rank
Ad rank is a value that's used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all.
FMS > FMS Ad Rank is calculated using:
• Your bid amount • Your auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience) • The ad rank bid thresholds • Competitiveness of the auction • Context of the person’s search • Expected impact of extensions
Strategic Marketing Workshop: Session 328 8/4/2020
Quality Score
Quality Score is one of the that determines your AdRank. Your Quality Score is based on the quality and relevance of your ad, and Google measures that
FMS > FMS by how many people click on your ad when it’s displayed — i.e. your CTR. You CTR depends on the how well your ad matches searcher intent, which you can deduce from three areas: • The relevance of your keywords. • If your ad copy and CTA delivered what the searcher expected basked on their search • The user experience (load time and relevancy) of your landing page
Search Campaign Structure FMS > FMS
Strategic Marketing Workshop: Session 329 8/4/2020
Keyword Research
Google matches your ad with search queries based on the keywords you selected. So your keywords need to match user intent. Think like your
FMS > FMS customer when building list
• Brand name • Competitor terms • Need-based keywords • Product (what customers call them) • Proximity considerations • Text vs. Voice • Look at search trends for right terminology
Google Trends FMS > FMS
Strategic Marketing Workshop: Session 330 8/4/2020
Building Keywords
Google matches your ad with search queries based on the keywords you selected. So your keywords need to match user intent. FMS > FMS
• Group similar keywords into an ad group • Keywords of 2 or 3 words (a phrase) tend to work most effectively. • Utilize match type • Broad Match • Modified Broad Match • Phrase Match • Exact Match • Filter out irrelevant words (negative keywords) • Bid on competitors • Automate bidding
Writing Ad Copy
Your ad copy needs to match user intent, make wise use of the keywords within that Ad Group and solve the searcher’s need. Some best practices
FMS > FMS include: • Utilize as much of the expanded text ad as possible • Three headline fields (30 characters each) • Two description fields (90 characters each) • Path fields (part of display URL) • Give searchers what they need to decide • Include at least one of your keywords • Use ad extensions • Consider title case • Match your ad to your landing page • Experiment 3-4 ads/adgroup
Strategic Marketing Workshop: Session 331 8/4/2020
Landing Pages FMS > FMS
Local Search
46% of all Google searches are looking for local information. (Source: GoGulf)
4 in 5 consumers use search engines to find local information. (Source: Think with Google) FMS > FMS
“Near me” or "close by" type searches grew by more than 900% over two years. (Source: Chat Meter)
92% of searchers will pick businesses on the first page of local search results. (Source: SEO Expert)
By 2021, mobile devices will influence more than $1.4 trillion in local sales. (Source: Forrester)
72% of computer or tablet users and 67% of smartphone users want ads that are customized to their city or zip code. (Source: Think with Google)
Strategic Marketing Workshop: Session 332 8/4/2020
Citations
Citations (online reference to a business that features NAP) are one of the key factors in local
FMS > FMS SEO. a group of individual business listings on various sites. There are several citations websites (online directories) to consider such as: • Google My Business • Bing Maps • Facebook • Yelp
Google My Business
Google My Business is a free tool that allows you to promote pertinent information about
FMS > FMS your individual branch locations on on Google Search and Maps. You can update each location’s address, phone number, website, open hours, and more. You can also respond to reviews and post photos of products or special offers.
Strategic Marketing Workshop: Session 333 8/4/2020
Voice Search
We speak different than how we type. FMS > FMS It’s 3.75x faster to talk than it is to type.
Encourages natural language and question form.
Generally longer-tailed keywords.
Tends to be more locally driven.
Image Search (Using AI and ML) FMS > FMS
The future of search will be about pictures rather than keywords.
Strategic Marketing Workshop: Session 334 8/4/2020
Social Media
Ephemeral Storytelling FMS
> Video Content
Social Ads
Social Media Usage in the U.S. FMS > FMS
Strategic Marketing Workshop: Session 335 8/4/2020
Social Media Usage in the U.S. FMS > FMS
Social Media Usage in the U.S. FMS > FMS
Strategic Marketing Workshop: Session 336 8/4/2020
Ephemeral Content Storytelling is Here to Stay FMS > FMS
Use Stories
Short-lived content
FMS > FMS 9:16 aspect ratio
Supported by Instagram, Facebook & Snapchat
Live
Video
Text
Images
Stickers, layouts, templates, GIFs, filters, effects, music, questions, polls, mentions, hashtags, location tags, countdowns, quizzes, challenges, donations, gift cards, food orders, etc.
Strategic Marketing Workshop: Session 337 8/4/2020
Video Will Continue to Dominate FMS > FMS
5G is coming.
Prepare to Pay
US spending on social networks will FMS > FMS increase 20.4% in 2020 to more than $43 billion. Social video ads will make up one-third of US digital video ad spending this year.
Strategic Marketing Workshop: Session 338 8/4/2020 FMS > FMS
75% of consumers think social ads are taking over their feeds – yet 70% click and purchase.
Source: https://www.searchenginejournal.com
Social Ad Options
Targeting Placement & Types Objectives
• Demographic targeting • Newsfeed • Clicks to website FMS > FMS • Behavioral targeting • Audience network • Website conversions • Interest targeting • Stories • Post page engagement • Custom audiences for • Boosted Posts • Page likes retargeting • Dark Posts • App installs • Image Ads • App engagement • Video Ads • Offer claims • Pre-roll & Mid-roll • Local awareness • Carousel Ad • Event responses • Messenger Ad • Video views • Filters • Lenses
Strategic Marketing Workshop: Session 339 8/4/2020
Comply with Advertising Rules
• Promoting products and services (triggering terms; regulations) • FDIC & EHL logos
FMS > FMS • Use of URLs (one-click-rule) • Raffles and giveaways • Trademark and copyright
Special Categories on Facebook FMS > FMS
Strategic Marketing Workshop: Session 340 8/4/2020
Display Advertising
Direct FMS > FMS Contextual
Programmatic
Retargeting
Geofencing
Text / SMS
Display Ad Standards
Can be static, animated, dynamic
FMS > FMS IAB recommends flexible ad sizing (aspect ratios that can adjust based on screen)
Google lists top performing ad sizes as: 300×350 (medium rectangle), 336×280 (large rectangle), 728×90 (leaderboard), 300×600 (half page), and 320×100 (large mobile banner).
Follow 3 C’s: compelling, concise, clear
KPIs: site/page visitors (clicks), engagement (time on site, page views, bounce rate), and conversions
Strategic Marketing Workshop: Session 341 8/4/2020
Direct Site Placement
This is when a marketer/advertiser chooses the site they would like to FMS > FMS advertise on. You can directly approach a website or publisher on your own, or make a specific selection of websites within an ad network (i.e. Google Display Network).
Display Networks (GDN) FMS > FMS
Strategic Marketing Workshop: Session 342 8/4/2020
Contextual
A form of targeted FMS > FMS advertising where the ads are selected and served by automated systems based on the context (keywords) of what a user is looking at.
Programmatic
Automated bidding on advertising FMS > FMS inventory in real time, for the opportunity to show an ad to a specific customer, in a specific context. Basically, it uses machines to buy ads.
Strategic Marketing Workshop: Session 343 8/4/2020
Retargeting FMS > FMS
Geofencing FMS > FMS
We can reach people in precise areas based on the places they go.
We can build geofences around buildings, events, competitor locations, convention centers, conferences.
When your target audience walks inside of our geofence, we now have the ability to serve ads to them, while they are there, or for up to 30 days after they leave that location.
They will see your ads while they are in apps like Weather Channel, Angry Birds, or Words with friends, OR when they are on websites with advertising space.
Geofencing gives advertisers a competitive edge in getting more out of their advertising reach.
Strategic Marketing Workshop: Session 344 8/4/2020
Geoconquesting FMS > FMS
SMS/Text Marketing FMS > FMS
Source: https://www.textedly.com/finance‐sms/
Strategic Marketing Workshop: Session 345 8/4/2020
Group Discussion
Next Up
Strategic Marketing Workshop: Session 346 8/4/2020
Workshop Agenda
Session 1: Session 2:
FMS > FMS Today’s Marketplace Strategy Development Understanding Brand Creative Messaging Content Development
Session 3: Session 4: Delivery Channels Earned Media Owned Media Implementation Paid Media Measurement
Thank You
Financial Marketing Solutions www.financialmarketingsolutions.com 615.591.2073 /in/amberfarley | /in/sean-hockenbery
Strategic Marketing Workshop: Session 347