“For online advertising, almost half (48%) of consumers surveyed said they trust ads in search engine results, online video ads and ads on social networks. More than four in 10 (42%) trust online banner ads, up from 26 percent in 2007. Forty-five percent of respondents in Nielsen’s 2013 survey believed display ads on mobile phones were credible, and 37% trusted text ads on mobile phones, up from 18% in 2007.”
“For online advertising, almost half (48%) of consumers surveyed said they trust ads in search engine results, online video ads and ads on social networks. More than four in 10 (42%) trust online banner ads, up from 26 percent in 2007. Forty-five percent of respondents in Nielsen’s 2013 survey believed display ads on mobile phones were credible, and 37% trusted text ads on mobile phones, up from 18% in 2007.”
BrightLocal Local Consumer Review Survey 2013.
Myles Anderson & filed under Online Reviews, Research, 06.25.2013
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~ Only 5% of consumers had not used the internet to find a local business in the last 12 months
(down from 15% in 2012)
~ 37% of consumers used the internet to find local businesses at least one time per month
(up from 34% in 2012)
Many of us have new customer acquisition at the top of our wish list for 2014.
That said, strategically, you have to steadfastly stick to two strict disciplines:
1. You DO NOT want everyone in your market. So why pay for media that reaches everyone. Identify as narrowly as possible who you REALLY want to walk through your door and focus your money there. Anyone else will walk in organically.
2. You need to reach your target when they care. It would be great to have the budget for a Nike-style blanket awareness effort, but you don’t.
More and more, a focus on electronic media makes more sense than burning your budget on traditional broadcast and print. A serious evaluation of SEM and SEO can make a huge difference in your marketing results.
 Search Engine Marketing – (SEM) allows you to quickly identify and serve text ads to individuals as they are looking for information related to local banking options
SEM is focused on key words, so you reach your target while they are hunting for what you do – but it goes much deeper. For the most part, you can also target your SEM just like you do direct mail: Regional, demographic, lifestyle, etc.
SEM is typically budgeted on a cost-per-click model, so unlike direct mail, you will not pay for simple exposure, but for actual desired action.
 SEO – Having a Search Engine Optimization (SEO) strategy is an essential component in being competitive in the search engine realm and providing your customers with the most timely, accurate information about what you do and what you’re about. The goal of SEO is to provide an intuitive user experience by communicating with search engines about your products and services so that you rank well within the search results.
Proper SEO is not a DIY project. It requires regular analysis of web crawler reports, key word rankings, competitive analysis and content review. It also takes updates of keywords generation and meta data as well as social media integration.
The best part is that both SEM and SEO are budget friendly. With a pay-per-click and super-tight targeting, you can create a SEM plan that fits most any budget. And, while SEO is an ongoing effort, you can reasonably expect to pay just a few hundred dollars per month for the consultation, reporting, analysis and management
We bring these marketing philosophies to credit unions and community banks nationwide, and would love to bring them to your institution too. Contact us to see how.
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MarketMatch is also a nationally and internationally requested speaker. Contact us to bring our marketing ideas to your next conference.
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