We all know how social media has transformed the way we live, shop for products and services, make purchase decisions, share information, and much more. For businesses, the digital revolution has certainly changed, in monumental ways, how businesses interact with their customers. And the banking industry is certainly no exception.
Social media marketing offers banks a unique opportunity to engage with their customers on a more personal level, building strong relationships, and fostering the kind of customer loyalty that institutions need to compete and grow profitability. So, what are a few of the benefits that banks can reap from their social media marketing in attracting and retaining customers?
Enhancing customer engagement
Social media platforms serve as powerful tools for banks to engage with their customers in a real-time way. By actively participating in conversations, responding to queries, and sharing relevant content, banks can establish a trusted relationship… one built on approachability and accessibility. Regular interactions on social media platforms offer you the opportunity to humanize your brand, making customers (and future customers) feel valued and heard. This increased engagement creates the personalized customer experience that today’s consumer expects.
Providing timely and personalized customer service
Social media can also provide a direct channel for customers who are searching for assistance. Use your social media platforms to offer prompt and personalized customer service, addressing questions and concerns in a timely manner. By promptly resolving customer issues and providing accurate information, you’ll instill confidence in their customers, thereby strengthening loyalty. Additionally, social media – as a “conversational” medium – can provide valuable feedback from customers which, in turn, enables you to continuously improve your products and services based on customer preferences.
Building brand advocacy and trust
Social media platforms offer an ideal environment for your customers to express their satisfaction and share positive experiences with their personal networks. We all know how individuals love to share their experiences through their social media, and how important personal references have become. (Think “influencer”). By providing exceptional service and maintaining an active social media presence, you can encourage your customers to become “brand ambassadors.” When satisfied customers publicly endorse a bank's services, it not only boosts the bank's reputation but also helps in attracting new customers. Positive social proof through customer testimonials, reviews, and recommendations helps build trust, further solidifying customer loyalty.
Offering educational, informative content
People are hungry for financial guidance. Banks can leverage social media platforms to share educational and informative content, meeting the needs that customers have when it comes to financial needs and interests. By offering valuable insights, tips, and expert advice, your bank can position itself as a trusted source of information, reinforcing your brand as a valued member of the community and an expert in financial products and services. By consistently providing relevant, educational content, you can nurture long-term relationships with your customers and build both loyalty and retention.
But, “what about those negative reviews,” you ask?
A bit wary when it comes to social? Well, there’s a lot of truth to the old adage that you can’t make everyone happy all of the time, no matter what you do or how you do it. Taking this to heart, you can begin to understand that perhaps negative comments and reviews are not the worst thing in the world. In fact, they can actually work on your behalf. Why is that? Well, for starters, remember that social media is a conversation and for that reason, it’s an opportunity to hear what customers (and potential customers) think of who you are and what you offer. It’s a great way to learn and, if and when needed, make refinements to products and services.
Be Proactive
Be proactive with our social media management. That means staying ahead of potentially negative comments by “diffusing” them before they even appear. This is accomplished through positive comments. Integral to your social messaging is the message that you welcome comments. Invitations such as “tell us about your experience,” and “don’t forget to mention your great experience on our social media,” will ideally keep the positive messages flowing on your social platforms. And, believe it not, a negative comment can even “add legitimacy” to your social messaging. Sad to say, people tend to question the legitimacy of comments/reviews when they see only positives and no negatives.
Take the high road and take it quickly
Another step to take in keeping your platforms working for you is to always act promptly. Individuals watching your social media are just as interested, if not more so, in how you respond to a negative comment than the comment itself.
Monitor your platforms regularly
By keeping close tabs on the dialogue you’re having with your customers – and responding promptly and in a productive way – you’re creating personal relationships that can then become mutually-beneficial business relationships. You can learn from these social interactions. Perhaps many people are complaining about/commenting on a similar topic, service, or member of your team. Social media comments can help you gain insights into how customers, and potential customers, see your business; very useful information when you want them to do business with you!
Are you making the most of your social media?
Social media marketing has revolutionized the way you can connect with your customers, both building and maintaining a deeper sense of loyalty and trust. By actively engaging with customers, providing personalized customer service, building brand advocacy, and offering educational content, you can strengthen your relationships, drive customer loyalty, and grow share of wallet. However, it is crucial for banks to implement social media strategies that align with their brand values and customer preferences. With the right approach – that is, a message that aligns with your brand and compels your audience to act – social media can be a powerful weapon in your marketing arsenal.
About Bank Marketing Center
Here at bankmarketingcenter.com, our goal is to help you with that topical, compelling communication with customers; the messaging — developed by banking industry marketing professionals, well trained in the thinking behind effective marketing communication — that will help you build trust, relationships, and revenue. In short, build your brand.
To view our marketing creative, both print and digital – ranging from product and brand ads to social media and in branch signage – visit bankmarketingcenter.com. You can also contact me directly by phone at 678-528-6688 or via email at nreynolds@bankmarketingcenter.com. As always, I welcome your thoughts on the subject.