“Over my 38 year career I have been dreaming of a tool like this.
I am excited for my bank and the industry that a company like Vetter was able to leverage the latest technology to solve real life needs of community bankers.”
“Vetter’s digital lending platform is necessary for Community Banks to process and manage any type of loan application; Commercial to Consumer. Its approach is user-friendly and solves for real problems with the current lending processes.”
“After 42 years of being in banking, I'm excited to have found a company like Vetter, whose team is genuinely focused on empowering community banks and solving the tedious pain points of the lending process we all know too well.”
“Vetter enabled a lender-borrower relationship to work for me and an applicant in California despite being at opposite sides of the country. My client liked the idea of being able to use a local lending institution for their loan with Vetter's digital application.”
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Make Your Website a Critical Member of Your Sales Team
By Bryan Adler
Many businesses, including banks and credit unions, think of their websites with a “build it, and they will come” mentality. If only it were that simple.
Entire industries have been built on driving website traffic, and how to effectively use your website as a marketing tool (which it clearly is, among other things). But let’s take a few minutes to consider some tactics to help you be successful in these campaigns.
First, let’s address inbound marketing, or what’s sometimes referred to as opt-in marketing. People are searching for information or answers and choose your website as a resource to find the information. This is different from outbound marketing, such as television ads, billboards or outbound email campaigns. They’re put in front of you – you don’t choose to consume the content.
How do you get people to opt-in to your content? Here are some quick dos and don’ts to help you nudge consumers to choose your website:
Do make sure your website is mobile-friendly. That’s where traffic is heading. A website that doesn’t work on a smartphone can cost you business.
Do understand your target audience. Many marketers talk about personas, which simply means grouping consumers into cadres based on demographic and psychographic information. Structure your website for appropriate personas. Buffer has an excellent post explaining personas, their value and how to create them. Share this information throughout your entire financial institution, so front-line reps follow the same structure and guidelines as your marketing.
Do consider the personas you’ve just created and how they would search for the information they need. What words would they use? Then use them liberally but naturally on your landing pages, in blogs and other website pages. This is part of search engine optimization and using those keywords will help your site rise to the top when consumers are searching for your offerings.
Do keep your content updated and relevant. Your website is meant to build trust and help your customer through their journey. They are more likely to trust a modern, professional-looking site than one that needs to be dusted off.
Do produce various types of content in multiple mediums. It may be video, blog posts, podcasts or all of the above. I’ll share this advice from The Financial Brand: Use social media to support your website content by linking to it from your social media posts. Ensure your content is relevant based on your target audience and the medium. You’ll be sharing different messages and content on Instagram than what you’re tweeting on Twitter.
Don’t make your website look like an ad. It needs to be relevant and real to your target audiences’ lives. Remember, people want to be able to hang their family portrait; they don’t want to have to buy a drill. Banking is the thing they have to have to get at where they really want to go, whether it’s saving for a family vacation or teaching their 16-year old to be more financially responsible, so appeal to that. Customers want a financial institution (reflected through your website) that helps make their lives easier.
Don’t just set it and forget it. Your website is going to need love and attention. I can give you tons of stats on how blogging and regular updates help your SEO, and will drive search results, but remember – you want the customer to interact with your website, not just read it.
Don’t think of digital marketing as anything other than a core component of your marketing strategy. Digital will be a primary growth driver for just about every business. Make sure you’re building a strategy to support that now. If you’re just dropping a few social media posts, popping out some form emails, you’re just dabbling. Don’t go out there with anything less than a comprehensive and cohesive marketing strategy with digital at the core.
The tools are there for you; the platforms exist. Ensure your institution takes the time to create a digital relationship – and business – building machine by creating a sense of trust from the first moment a consumer reaches your website. Vetter can help.Click here to contact us today!