Crushing Goals and Fueling With Inbound Marketing · Crushing Goals and Fueling With Inbound Marketing Meredith Olmstead,CEO & Founder Penne VanderBush, Chief StragtegyOfficer

www.figrow.com/growthstack

Crushing Goals and Fueling With Inbound Marketing

Meredith Olmstead, CEO & FounderPenne VanderBush, Chief Stragtegy OfficerFI GROW Solutions, LLC



What the F**k is a Growth Stack?



A Growth Stack Is…

A Set of Tools and Systems that Work Together to Achieve a Specific Result


LocationOptimization

Personalization

Website/SEO

Digital Ads Targeting Lead Capture

Social

Email Sales Outreach

PersonalTouchpoints

Meetings

Direct Mail

Mobile BankingMemberService

MCIF

CRM

Core

Market Analysis

Content



• Content Platform• Digital Ads Targeting• Location Optimization• Social Media• Website/SEO


• Content, Website & SEO Tools• HubSpot• WordPress• Proprietary System• Yoast Plug In• Google Analytics

At the TOP of Your Growth Stack The Tools You Will Need Are…


Market Influence –CONTENT & SEO PRO Tips

u SEO & User Experience is Like Laundry – It’s NEVER, EVER Done



u SEO & User Experience is Like Laundry – It’s NEVER, EVER Done

u Use On-Page Charts to Illustrate Features and Benefits




u SEO is Like Laundry – It’s NEVER, EVER Done


u Understand On-Page SEO Elements Fully - Use Word Cloud to Visually Assess Content on Product Pages







u Use Pillar Pages and Topic Cluster Strategy



www.yourFI.com


www.yourFI.com





u Build Pillar Pages and Use Content Clusters

u You Do NOT Have to Write it All Yourself!!



• Digital Ads Targeting• Google PPC• Social Ads• Hire an Agency

At the TOP of Your Growth Stack The Tools You Will Need Are…• Content, Website & SEO Tools


Market Influence –Digital Ads PRO Tips

u Focus Social Media Ads in Early Stage (Awareness)u Search Ads Budgets LATER in the Buyer’s Journey (Consideration)


LocationOptimization

Website/SEOSocial ContentPPC Digital Ads

Targeting

Email



u Focus Social Media Ads in Early Stage (Awareness)

u Search Ads Budgets LATER in the Buyer’s Journey (Consideration)

u Search Ads Should Target Key Words that are Specific to High Priority Products and Services


AVG CPC for Product Keywords: $16.13



u Focus Social Media Ads in Early Stage (Awareness)

u Search Ads Budgets LATER in the Buyer’s Journey (Consideration)

u Search Ads Should Target Key Words that are Specific to Target Products and Services

u When All Else Fails… AVOID PROGRAMMATIC DISPLAY ADS!!


Programmatic Display

Poorly Performing Search

Properly Targeted Social

Three Years of Paid Ads


• Digital Ads Targeting• Social Media

• Facebook• Instagram• LinkedIn• Twitter



Market Influence –Social/Local PRO Tips

u Driving Engagement on Social Media Leads to lower Cost Per Click (CPC) Later in the Buying Journey


$3.57 per click

BEFORE ENGAGEMENT ADS:

$1.87 per click

AFTER ENGAGEMENT ADS:


• Digital Ads Targeting

• Location Optimization• Google My Business• Yelp• YEXT

• Social Media



Market Influence –Social/Local PRO Tips

u Driving Engagement on Social Media Leads to lower Cost Per Click (CPC) Later in the Buying Journey

u Location Optimization Helps Community-Based Financial Institutions Compete Organically with National & Online Lenders


#1

#2

#3#4

#5

#6

#7


• CRM

• Email Platform

• Personalization

• Content Platform


• CRM• HubSpot• Marketo• Salesforce• Core Database

To Capture Leads the Tools Your Growth Stack You Will Need Are…


Lead Capture –CRM PRO Tips

u Use Visual AND Text Calls-to-Action

u Personalize the Experience, NOT Just the Content

u Ask for a Little Information as Possible on Forms

u Get as Many Staff Members as Possible Involvedu Frontline staff lead capture forms

u Email signature lead magnets

u Pop-Ups Are Annoying – But Sometimes They Work


• Email Platform• Constant Contact• MailChimp• HubSpot• CRMs Work Best



• Email Platform


• Personalization• HubSpot• Marketo• Salesforce• Core Database


Lead Capture – Email & Personalization PRO Tips

u Personalization is EVERYTHING! – Can Improve Click Through Rates by 30-50%

u Segmenting the Second Half of an Email Marketing Campaign can Increase Open and Click-through Rates Dramatically

u EMOJIS & Visuals Make ALL the Difference!



• Sales Outreach

• Personal Touchpoints

• Content Platform

• Email Platform• CRM


• Sales Outreach• CRM• Ongoing Training• Team Champion• Acccolades

To Nurture Leads the Tools Your Growth Stack You Will Need Are…


Lead Nurture –Sales Outreach PRO Tips


Lead Nurture –

Sales Outreach PRO Tipsu Redefine Sales as Customer Advocacy at Your FI

u Provide A LOT of ONGOING Training and Education for

your internal team

u Adopt an Inbound Sales Methodology vs. Cold Calling

u KEY - PATIENCE and CONSISTENT FOLLOW UP!!


80% of sales Happen after FIVE Follow-ups 8% of sales People

Get 80% of the Sales!


Lead Nurture –Email PRO Tips

u Different Funnels for Different Categories of Products and Services

u Keep Automation/Workflows as Simple as Possible

u Personalize Marketing Emails to Come From a Real Person ASAP

u Speed Up Nurture Campaigns Based on Digital Behavior


• Online & Mobile Banking

• Core System

• Customer Service - CRM

• MCIF


Customer Databases –Core & MCIF PRO Tips

Intent

History



u Your Core Database Shows the Results of Yesterday’s Efforts, Don’t Let it Hinder Tomorrow’s.

u Core System Add-Ons Don’t Understand Intent Well









Customer 1001 doesn’t have an auto loan.

Start auto loan“drip campaign.”


• Market Analysis

• Core System

• Third-Party Systems

• MCIF


Data Analytics – Analysis & Systems PRO Tips

u Find Ways to Track New Account Conversions AND Cross Sales – Don’t END this Process by Just Acquiring a New Customer

u Don’t Make Big Decisions from Simple Datasets



u What was the budget? Keyword strategy?u Target audience? How long did each one run?



Don’t Mistake Loyalty for Lazy


A Growth Stack is Only Effective in Financial Institutions with a

Growth Mindsetu Invest in Technologyu Invest in Educationu Invest in Your Peopleu Adopt an Agile Approachu Encourage Change and a

Different Way of Thinking


ACTION ITEM #1

Determine What Growth Stack Items You Already Have in Placewww.figrow.com/growthstack


ACTION ITEM #2

Make a List of the Road Blocks to the Elements Your FI is Missing


ACTION ITEM #3

Find an Internal Champion to Help Create a Plan to Tackle those Challenges and Fill in the Gaps


Don’t Forget: Download Your Own

Growth Stackwww.figrow.com/growthstack

Everyone who does will be entered to win a FREE website SEO Audit


Q&A

Meredith Olmstead, CEO & FounderPenne VanderBush, Chief strategy Officer

@figrow_solutions

/figrowsolutions

/figrowsolutions/

@fi_grow

Documents

Crushing Goals and Fueling With Inbound Marketing · Crushing Goals and Fueling With Inbound Marketing Meredith Olmstead,CEO & Founder Penne VanderBush, Chief StragtegyOfficer