Financial Marketing and Cross Selling Blog
Overall, First National Bank and Trust Company in Wisconsin has a pretty standard bank site – rates, personal and business banking overviews, about us, online banking login, etc. However, there is a bright spot with the wealth management blog. This group has a good start to building a foundation of helpful online content.
It’s not the easiest blog to find. You have to click on wealth management so right away you know only people actively researching wealth management topics will be visiting this blog. Because of this, the bank is missing out on a number of customers that may very well be interested in some of the subjects discussed only they’re not actively thinking about or concerned about them while doing online banking or other research on the site. According to an article in the October 2009 issue of the Community Banker, Little Changes - Big Difference, “nearly 95% of visitors to a bank home page visit to login.” By not showcasing all the great, helpful information available to these frequent users of online banking, you’re missing out on a huge opportunity to deepen your relationships.
The wealth management home page in general has some positive
If you were an expert on helping people solve problems it would seem logical that when you provide helpful information it’s seen as coming from you and not another source. Unless, of course, you need to site the source in your own content.
Unfortunately for many banks and credit unions this does not translate. I’ve visited many sites where I’ve clicked on a link that said something along the lines of “learn more about…” and it links me out to a news article from a local or major media outlet. Or worse, it sends me to a government website.
But it was a recent Tweet that reminded me to write about this subject. The message said, “5 ways to kill your credit score”. A great subject for a client of a bank or credit union to learn more about. The shortened URL then took me out to an MSN Money article. Mind you, this was a credit union sending out the message.
Now, I’m all for sharing links to sources that may be of interest to your audience, but at the very least, link them first to your site where they can read a short overview about the subject the article touches upon – then provide a link to the article in the body of the overview. You want to position your institution as the authority on these subjects. By steering them to someone like MSN you’re only confirming what your audience most likely knows, that MSN Money is a trusted source for financial news.
The easiest way to achieve this is by having a blog. ... Read More >>
Wells Fargo and Wachovia posted a press release today on their blog which responds to the accusation that they used tax payer money to plan a “junket” in Las Vegas.
What interests me is not the press release itself. It’s the customer and employee comments.
Read here: http://blog.wellsfargo.com/
I plan to keep an eye on the comments as they flow in. This is invaluable information that Wells / Wachovia are receiving from these comments. Both positive and the negative.
“Your company is afloat on taxpayers money. You need to cut out frills as many taxpayers have. Your culture needs to change from a rewards culture to a survival culture. Don’t you get it?”