christopher ruscher jeanine perrone · 2019. 10. 18. · • create compelling content • make it...
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2019 User’s Conference
Prospecting
Christopher RuscherJeanine Perrone
Intelligent farming strategies
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2019 User’s Conference
BRAND BUILDING IN THE DIGITAL SPACE• Global Solutions
– SEM/SEO– Beacon Services– Geo-Targeting
• Marquis Solutions– WebTrax– DOD
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2019 User’s Conference
SEM/SEO DEFINITIONS
• SEM (Search Engine Marketing)– Paid strategies marketers use to increase quality and
quantity of web traffic• SEO (Search Engine Optimization)
– Tactics marketers use to increase quality and quantity of web traffic
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2019 User’s Conference
SEM BEST PRACTICES• Have a Comprehensive Plan• Choose Provider With Similar Demographics • Determine Your Strength/Differentiators
– The most common words or phrases are most expensive• Decide Where You Can Enhance Customer Journey • Create Compelling Content• Make it Easy and Actionable• Limit Geography• Maintain Budget• Use Analytics
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2019 User’s Conference
SEO BEST PRACTICES• Title Tags
– Primary Keyword-Secondary Keyword | Brand Name• Meta Descriptions
– Compelling• Targeted Keyword Phrases
– Unique and Relevant• Header Tags
– Use header only once in H1– H2 sub phrases
• Internal Page Links– Helps with Navigation
• ALT Tags– Turn images into actionable words
• Easy Reading
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2019 User’s Conference
SEM/SEO WHICH IS RIGHT FOR YOU?
SEM• Sort Term Strategy• $$$$$• Faster Results• Scale Up or Down Rapidly• Reach Targeted Segments
SEO• Longer Term Strategy• Cost Effective• Significant Time To Ramp Up• Unique to You
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2019 User’s Conference
SEO/SEM KEY POINTS
• Determine Your Key Words Based on Your Strengths• Create Compelling Content• Be Unique…Tell YOUR Story• Think Like a Customer• Make it Easy and Actionable
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2019 User’s Conference
LOCATION-BASED MARKETING
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2019 User’s Conference
GEO EXAMPLES
Geo-Fencing
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2019 User’s Conference
GEO EXAMPLES
Geo-Fencing
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2019 User’s Conference
GEO EXAMPLES
Geo-Targeting
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2019 User’s Conference
Geo-Targeting VS Geo-FencingWHAT SHOULD YOU USE?
• Geo-Fencing – If No Particular Criteria – Competition– Surrounding Neighborhoods/Business Areas
• SEGS– Event Driven Fences
• Geo-Targeting– You have the actionable information with Marquis…
Recommend you use it to attract prospects most potential for your institution
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BEACONS
appinventiv.com
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2019 User’s Conference
BEACON USE IN RETAIL FINANCIAL SERVICES • Spots Customer • Ushers Member Through Space• Enhances Customer Experience
– Loyalty Programs– Push Notifications– Assists with Navigation
• Provides Relevant Campaigns• Boosts Closed Sales• Collects Information
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2019 User’s Conference
BEACON EXAMPLES
• Barclays– Helping Disabled
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2019 User’s Conference
BEACON EXAMPLES
• Redstone FCU– Surveys
Beacon Survey
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2019 User’s Conference
BEACON EXAMPLES
• Citibank– Opening ATM
Doors After Hours
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2019 User’s Conference
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2019 User’s Conference
Beacon/Geo-Targeting KEY POINTS• Target Busiest Areas or Bottlenecks• Share Engaging Information
– Visuals and Videos• Personalize
– Use Your Data (messages relevant/personal offers)• Connect with customers to increase engagement• Have a Focused Strategy• Don’t Overuse or Be Invasive• Powerful Call To Action
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2019 User’s Conference
Now, what can I do with all these leads?
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2019 User’s Conference
WHAT IS WEBTRAX?• Lead visits website• Browses different
pages• Emails deploy based
on pages visited
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2019 User’s Conference
HOW DOES WEBTRAX WORK?• Code planted on website pages• Email sent out with JavaScript reference• Information shared back to DocuMatix-On-Demand (DOD)• Communications deployed based on program strategies
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2019 User’s Conference
BEST PRACTICES FOR CREATING ENGAGEMENT• Simple Design• Easy and Quick to Navigate• Clear Call to Action• Incorporate Images and Videos• Must be a Responsive Website• Test and Seek User Feedback
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2019 User’s Conference
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2019 User’s Conference
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2019 User’s Conference
BEST PRACTICES FOR CREATING ENGAGEMENT• Simple Design• Easy and Quick to Navigate• Clear Call to Action• Incorporate Images and Videos• Must be a Responsive Website• Test and Seek User Feedback
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2019 User’s Conference
WEBTRAX AND DOD DECISIONS• Develop strategy for
communicating to website visitors• Design emails to be sent based on
website page visited• Determine automation details
– How long to wait to send a message– How many messages in a time period– One message or marketing path?
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