Get in the game
I’ve seen it often enough that I could probably write the script. It usually goes something like this:
With much excitement and fanfare, a bank decides that they want to implement a Web content or e-marketing program. So working together, we start the process of defining goals and expectations and discussing different options for achieving these objectives.
Then, just as our program begins to take shape, someone raises an objection or concern. Or maybe they decide they want to try to incorporate the latest cool innovation or killer app they just read about. Inevitably, this leads everyone to put on the brakes while we begin what can stretch into a months-long discovery process of exploring the new technology, finding out what the programming requirements and costs are and, finally, asking whether there’s even any real value to the user or bank.
More often than not, we end up right back where we started. And in the meantime, another quarter (or two or three) has passed without the bank having even a basic Web content program in place. Talk about a waste of time and resources!
Huge opportunity cost
The biggest danger of this kind of “analysis paralysis” is the tremendous cost of lost opportunity. Because each day that passes without implementing some kind of value-added content program is a wasted day in terms of the bank’s opportunity to transform its Web site from a glorified electronic brochure into a valuable financial resource for its customers and prospects.
With fresh, dynamic, non-sales content, your bank can position itself as a trusted financial expert and resource for valuable and objective information. Over time, customers will begin to view your Web site as a destination site when they have questions or need information on financial matters — whether it’s financing for their small business, choosing the right type of home mortgage or saving for retirement. In the process, you’re creating powerful brand recognition for your institution.
Resist the temptation
It seems that hardly a month goes by without some new Web or email technology that’s being touted as the “next big thing.” This can make it very tempting, of course, to try to make sure that your Web content or e-marketing program has all the latest whiz-bang bells and whistles. There’s nothing wrong with this, unless it keeps you from doing anything at all.
So if you find yourself in this boat, my advice is simple: Resist this temptation and just get in the game! Design and implement a solid program that meets your core goals and objectives and covers the basics:
- The program offers dynamic, value-added content.
- The content is prominently displayed (not buried 5 levels deep in your site) and changes regularly.
- The content helps generate repeat site visits and site “stickiness.”
- The program helps position your institution as a trusted expert and resource while subtly creating demand for your products and services.
Remember: There’s no need to swing for the fences the first time you come up to the plate. Instead, knock a solid base hit with a simple, well-executed content program that you can get up and running quickly and efficiently. You can always go back and add on more cool stuff later.
Don Sadler is Editorial Director at Media 3 Publications, which specializes in online content programs for financial institutions.To learn more about how Media 3 can help you, send us an email at info@media3pub.com or call us at 800-540-0834. You can also view online demos of our online content programs and request samples of print publications at media3pub.com.
