The Challenge
The community banking niche wanted to expand their market reach and be seen as subjectmatter experts within the financial institutions' space. Using market research to determinetarget states for market expansion, it was determined to target Ohio, Pennsylvania,Maryland, Kentucky, North and South Carolina, Texas, and western Tennessee.
The Solution
Content Marketing
With guidance from the marketing team, the banking team was able to provide long-form content in the form of blogs/articles and downloadable guides to support their goal of being SMEs.
Digital Advertising
A digital advertising campaign was created in two parts: a hyper-target campaign targeting the individuals curated from the market research list and a Google Ads campaign targeting keywords.
Conference Attendance
The banking team collected a list of industry events within their target market and evaluated each one based on attending audience and conference exhibition and presentation opportunities.
Online Education (Webinars)
The banking team committed to quarterly, online webinars with varying topics to reach clients and prospects outside their current footprint. They also re-air their webinars throughout the quarter using the firm’s simulive technology.
Monthly Marketing Calls
The FI team meets monthly to debrief the marketing efforts over the past month and discuss upcoming opportunities. They were granted additional HubSpot access and had a customized CRM experience developed to aid in their practice development. They are joined by the marketing team members.
The Results
At the end of the campaign, the banking team saw an ROI of 294%. They gained 6 new clients with a total revenue of $45,000. After the campaign ended, several of these clients expanded services with the firm, adding additional value.
