In this episode, Meredith Olmstead, CEO of FI GROW Solutions, and Nida Ajaz, Senior Vice President of Marketing, discuss strategies for integrating marketing and sales within financial institutions. They highlight the importance of Google reviews for enhancing business reputation and SEO, and share effective methods for deepening customer relationships through automated referrals and targeted marketing, offering practical insights to boost customer engagement and business performance.Key Takeaways:Integration of Sales and Marketing: Aligning marketing strategies with sales objectives is crucial for driving tangible business results and enhancing overall performance.Importance of Google Reviews: Implementing strategies to increase Google reviews can significantly improve SEO and influence customer decisions, thus boosting business reputation.Cross-Departmental Collaboration: Automating referrals among departments and using targeted onboarding programs are effective in deepening customer relationships and expanding service offerings, which are key to increasing customer retention and upsell opportunities.

In this episode, Meredith Olmstead, CEO of FI GROW Solutions, and Kristin Mock, an inbound marketing strategist at the company, explore real-world challenges and solutions in data management for digital marketing. They discuss a specific incident involving data upload errors at a financial institution and provide practical advice for avoiding similar issues.Key Takeaways:1. Importance of Automation in Data Management: The conversation highlights the critical role of automation in preventing errors in data handling. Manually updating and uploading data, as was the case with the discussed client who uploaded incorrect email addresses for 10,000 contacts, can lead to significant issues such as increased costs and email delivery problems. Automating data uploads and integration can drastically reduce the likelihood of such errors and improve overall data cleanliness.2. Impact of Data Errors on Email Marketing: Learn how simple mistakes in data management could have broader implications for email marketing strategies. For instance, the erroneous upload led to a high volume of hard bounces, which not only affected the financial institution’s email sender reputation but also triggered a response from their email service provider (HubSpot) due to the unusual spike in bounce rates. This example serves as a cautionary tale about the importance of maintaining a low bounce rate (under 1%) to prevent potential disruptions in email communications.3. Proactive Data Quality Checks: Regular monitoring and cleaning of email lists were emphasized as essential practices to avoid damaging bounce rates and to uphold email deliverability standards. The podcast advocates for a proactive approach to data management, such as quarterly reviews of unsubscribes and bounces and ensuring data accuracy before uploads. This includes double-checking data entries ("measure twice, cut once" philosophy) to mitigate risks associated with manual data handling and to maintain healthy communication channels with customers.

In this conversation, Meredith Olmstead, CEO of FI GROW Solutions, and Rebecca Gwaltney, FI Grow's inbound marketing manager, delve into the critical role of Search Engine Optimization (SEO) for banks and credit unions. They explore the latest trends in consumer search behavior and discuss strategic SEO practices aimed at boosting the online presence of financial institutions.Key Takeaways:1. SEO is Fundamental for Visibility: SEO involves optimizing content with relevant keywords to ensure a bank or credit union's services appear prominently in search engine results. This visibility is crucial for attracting potential customers searching for financial products or solutions.2. Trends in Consumer Searches Influence Strategy: Consumer search behavior, including the volume and nature of searches, guides the content and product offerings of financial institutions. For instance, rising searches for debt consolidation loans indicate a market need that banks and credit unions can address through targeted products and content.3. Local SEO and Long-Tail Keywords Offer Competitive Edges: Incorporating local keywords into content can significantly improve a financial institution's visibility in specific regions. Additionally, long-tail keywords, which are more specific search queries, can attract a more targeted audience with less competition, offering a strategic advantage in content marketing.

In this episode, Meredith Olmstead and Sophie Bawany, of  FI GROW Solutions, are chatting about how to build trust and credibility through social media specifically for banks and credit unions. The conversation delves into the evolving landscape of social media for financial institutions. Their discussion highlights the enduring importance of social media for banks and credit unions, focusing on building credibility and fostering genuine connections with customers.Key Takeaways:1. The Core Purpose Remains Unchanged: Despite the rapid evolution of social media platforms over the past decade, the fundamental reasons for financial institutions to engage in these spaces have remained constant. It's all about building relationships, ensuring authentic engagement, and expanding visibility among both existing and potential customers.2. Authenticity and Transparency Are Paramount:  This method not only establishes trustworthiness but also adds a human touch to these organizations, making them more approachable and reliable to the general public. The power of authentic storytelling and clear communication is emphasized as effective tactics to inform and connect with audiences.3. Engagement and Education Are Crucial: A successful social media strategy for banks and credit unions involves engaging the audience with accessible, educational content that demystifies financial processes. Genuine stories, practical tips, and direct interaction on social platforms are key to maintaining relevance and fostering a loyal community.

Meredith Olmstead and Kristin Mock, of  FI GROW Solutions,  dive deep into the crux of enhancing user experience on digital platforms for banks and credit unions. Their insightful dialogue sheds light on common pitfalls and strategic maneuvers essential for any financial institution aiming to refine its digital branch.Key Takeaways:Monitor Key Indicators to Spot UX Issues: A high bounce rate and poor conversion rates are glaring indicators that your website's user experience (UX) may be lacking. Embrace the 'Three Click Rule' for Navigation: The digital journey on your website should be as frictionless as possible. Adhering to the 'three click rule'—ensuring that users can find any information or service within three clicks—is a good practice, albeit with flexibility for modern web navigation standards. Avoid Overloading Pages and Obscuring Products: Cluttering a single page with too many products or services can overwhelm users and dilute the SEO effectiveness. Each offering deserves its space to shine, particularly when catering to distinct customer segments.

Meredith Olmstead and Ida Burr, of FI GROW Solutions, delve into the evolving landscape of digital marketing for financial institutions, focusing on the impactful role of YouTube Pre-Roll ads. Their discussion sheds light on this innovative strategy, emphasizing its potential to significantly enhance the marketing efforts of banks and credit unions. Key Takeaways:1. High Conversion Potential: YouTube Pre-Roll ads stand out for their ability to engage audiences and drive direct conversions, such as completed applications, making them a powerful tool in the digital marketing arsenal of financial institutions.2. Targeted Engagement: Effective targeting and content strategies are key, with ads designed to be short, engaging, and equipped with a clear call to action. 3. Cost-Effective Campaigns: Budgeting insights reveal that these ads offer a cost-effective approach to digital advertising, with a focus on conversions over mere impressions.

Meredith Olmstead, CEO and founder of FI GROW Solutions, and Dean DeCarlo, President of Mission Disrupt, engage in a discussion about the increasing significance of user-generated content (UGC) in the financial sector, specifically focusing on banks and credit unions. This conversation provides a deep dive into the strategic use of UGC as a tool for building trust, enhancing customer engagement, and strengthening the overall marketing efforts of financial institutions.Key Takeaways:1. Importance of User-Generated Content in Building Trust: UGC, such as reviews and customer testimonials, is crucial for financial institutions in establishing trust and credibility with their audience. This content, often shared on platforms like Google My Business, Facebook, and Instagram, serves as a third-party endorsement, offering prospective customers genuine insights into the experiences of current customers. 2. Strategies to Encourage UGC: To increase UGC, financial institutions should implement intentional strategies. This can include automated SMS or email campaigns triggered by specific customer actions like loan funding or account opening. These campaigns should make it easy for customers to leave reviews by providing direct links to review platforms.3. Influencer Marketing as a Form of UGC: While slightly different from traditional UGC, influencer marketing is a powerful tool for banks and credit unions. Influencers, with their established trust and audience on platforms like TikTok, Instagram, and YouTube, can effectively communicate the value of financial products and services.

Meredith Olmstead and Ida Burr, of FI GROW Solutions, explore the dynamic intersection of Artificial Intelligence (AI) and digital advertising, shedding light on how this technology can be leveraged to enhance marketing strategies. They discuss the practical applications of AI in creating and optimizing digital ad campaigns, emphasizing its role in not just streamlining the process but also in adding a layer of sophistication and effectiveness.Key Takeaways:1. Evolution and Integration of AI in Digital Ads: AI is not a new concept in digital marketing. Tools like Google have long utilized AI for keyword suggestions and ad campaign optimization. However, recent developments, such as chatbots and tools like Google Bard and ChatGPT, have introduced more interactive capabilities.2. AI as a Tool for Enhancing Creativity and Efficiency: AI tools are being used to enhance the creative process in developing digital ads. By analyzing specific landing pages, these tools can suggest appropriate keywords, headlines, and ad descriptions that match the content. 3. Strategic Application and Limitations of AI in Ads: While AI can significantly aid in the ad creation process, it's essential to use these tools strategically. Marketers should not rely solely on AI-generated content; it should be treated as a starting point or inspiration.

Meredith Olmstead and Rebecca Gwaltney from FI GROW Solutions delve into the world of content creation for your community bank or credit union. Learn more about how to effectively become an authority and trusted resource for your members or customers through effective content campaigns. Key Takeaways:1. Content Campaigns for Financial Institutions: The importance of content campaigns for banks and credit unions. Content is SEO-optimized and designed to address specific pain points related to financial products and services. This includes creating pillar pages, lead capture forms, and follow-up blogs to engage and educate users.   2. Benefits of Content Campaigns: Include problem-solving and trust building, nurture emails, effective marketing emails, as well as financial literacy and thought leadership.3. Strategies to Enhance Content Campaigns: The importance of increased email marketing, booster campaigns, and actions that can lead to sales.

Meredith Olmstead and Nida Ajaz from FI GROW Solutions delve into the critical signs that indicate a financial institution’s brand may need rejuvenation, highlighting that a brand extends far beyond mere aesthetics to encompass customer perceptions and company culture.Key Takeaways:1. Community Connection: If your target audience is unfamiliar with your brand or if you're failing to attract the desired market, it's a strong signal that your brand's identity and messaging may need to be re-evaluated and more effectively communicated.   2. Internal Culture: The brand is only as strong as the company's internal culture. If employees aren't engaged or aligned with the brand's values and mission, this disconnect can detrimentally affect customer experiences and the brand's public image, indicating a need for cultural realignment and possibly a rebrand.3. Product Differentiation: Without a distinct product or service offering, a brand can appear generic and fail to stand out in a competitive market. Rebranding might be necessary to highlight unique selling propositions or to introduce innovations that distinguish the brand from its competitors.

Meredith Olmstead, CEO of FI GROW Solutions, and Duncan Craig, leader of agency Raka, discuss the importance and budgeting for websites, especially for financial institutions.Key Takeaways:A well-budgeted website for financial institutions should range around $150,000 to ensure quality, strategy, and flexibility.Underspending on websites can lead to reduced functionality, lesser shelf life, and possible non-compliance with ADA standards.Financial institutions need to prioritize their online presence as it is often the primary point of engagement for most customers today.

Meredith Olmstead of FI GROW Solutions and Sophie Bawany discuss evolving social media strategies for financial institutions.Three Key Takeaways:Know Your Audience: Different age groups favor different platforms; younger users lean towards TikTok and Instagram, while older ones use Facebook.Tailor Content: Platforms require unique content to match their specific audience and algorithms.Invest Smartly: Achieving organic viral growth in finance is rare; budgeting for content boosts and influencer partnerships is key.

In a discussion between Meredith Olmsted, CEO of FI GROW Solutions, and Stephanie Chadwick, CEO and COO of Edge, the two experts delve into the complexities and nuances of multicultural marketing for banks and credit unions. They emphasize three key takeaways: the importance of "transcreating" rather than merely translating content to resonate culturally, the need for institutions to authentically incorporate diverse language speakers into their staff, and the critical role of trust and authenticity in connecting with new, often underbanked, populations.

Meredith Olmstead and Kristin Mock from FI GROW Solutions discuss how artificial intelligence (AI) can benefit and hinder marketing strategies, particularly in the context of banks and credit unions.Three Takeaways:AI can be a valuable tool for generating content ideas and doing keyword research but should not be relied upon to write entire articles or webpages.AI can analyze customer reviews and surveys to identify trends, helping financial institutions improve their services.While AI can assist in some aspects of content creation and strategy, it can't replace human expertise in maintaining a brand voice, fact-checking, and ensuring SEO effectiveness.

In a detailed discussion, Meredith Olmstead, CEO of FI GROW Solutions, and Nida Ajaz, VP of Marketing, explore the complexities and strategies involved in combining traditional and digital advertising for banks and credit unions, emphasizing the need for clear messaging and budget balance.Key Takeaways:Importance of Messaging: When it comes to ad placement, special attention should be given to the messaging. Whether it's traditional or digital advertising, the call to action (CTA) needs to be crystal clear. The messaging should align with the campaign’s overall goal, whether it's promoting a new product or creating brand awareness.Synergy Between Traditional and Digital: Both traditional and digital ad placements have their own unique benefits, and neither should be entirely sacrificed for the other. Brands should aim for a cohesive strategy that uses both types to optimize reach and results. For example, SEO-optimized landing pages and digital ads can reinforce and track the effectiveness of traditional ads.Budgeting & Tracking: It's crucial to balance the budget between traditional and digital ads. Traditional ad placements are usually more expensive and less directly trackable, so they may be more effective as short, concentrated campaigns that allow for 'lift' measurement. On the other hand, digital campaigns should be run continuously to maintain visibility and search ranking.

Meredith Olmstead, CEO of FI GROW Solutions, and Ben Bauer, Executive Director of Exclamation Services, discuss various topics related to leading creative teams at financial institutions, including:Adapting to Change: They talk about how the global pandemic has forced credit unions and community banks to rethink traditional work models, leading to more flexible and remote work arrangements.Leadership and Creativity: Ben shares insights into his transition from a creative role to a leadership one, emphasizing the balance between being involved and trusting his team. They also discuss building a "coaching culture" with regular check-ins and personalized development plans.Professional Development:  They encourage continued professional growth, considering different preferences and needs, and how they allocate budget and resources to support their team's learning opportunities.

The FI GROW team discusses crucial factors in choosing a digital marketing agency. Key concerns include maintaining access to your own Google Ads account and avoiding agencies that lock clients into long-term commitments or charge based on ad spend. They emphasize the need for agencies to provide personalized ad strategies and focus on actual conversions, not just click numbers. Finally, they caution against blindly following advice from Google representatives, who may primarily be interested in increasing spending.

What is the difference between Brand Ambassadors and Social Media Influencers? A brand ambassador represents the institution they're working for, building their name, and their trust. A brand influencer is someone who is a brand on their own. So when they work with a credit union or a bank, they're coming in as a partner for a short-term campaign and providing agreed-to deliverables. Tune-in to learn which type between the two is the right fit for your bank or credit union.

Your bank or credit union should be better leveraging the people in your community to spread the word of the quality customer service and community support your institution provides. In this episode we discuss how to:Set a clear expectation of influencer deliverables based on what you need for your financial institution.The different types of content you'll want the influencer to create.Which platforms you should focus on.

What is a NPS Survey? NPS stands for Net Promoter Score, and you survey your customers with this metric to measure the likelihood of retaining those customers. In this episode the FIGROW team discusses how to really leverage those survey results to help improve products and services for banks and credit unions