christopher ruscher jeanine perrone · 2019. 10. 18. · • create compelling content • make it...
TRANSCRIPT
2019 User’s Conference
Prospecting
Christopher RuscherJeanine Perrone
Intelligent farming strategies
2019 User’s Conference
BRAND BUILDING IN THE DIGITAL SPACE• Global Solutions
– SEM/SEO– Beacon Services– Geo-Targeting
• Marquis Solutions– WebTrax– DOD
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
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
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
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
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
2019 User’s Conference
LOCATION-BASED MARKETING
2019 User’s Conference
GEO EXAMPLES
Geo-Fencing
2019 User’s Conference
GEO EXAMPLES
Geo-Fencing
2019 User’s Conference
GEO EXAMPLES
Geo-Targeting
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
BEACONS
appinventiv.com
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
2019 User’s Conference
BEACON EXAMPLES
• Barclays– Helping Disabled
2019 User’s Conference
BEACON EXAMPLES
• Redstone FCU– Surveys
Beacon Survey
2019 User’s Conference
BEACON EXAMPLES
• Citibank– Opening ATM
Doors After Hours
2019 User’s Conference
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
2019 User’s Conference
Now, what can I do with all these leads?
2019 User’s Conference
WHAT IS WEBTRAX?• Lead visits website• Browses different
pages• Emails deploy based
on pages visited
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
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
2019 User’s Conference
2019 User’s Conference
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
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?
