1. Top Drivers of Marketing
Success – What to
Budget for in 2015
Mark Gibson
SVP and Chief Marketing Officer
Rockland Trust
Rolland Johannsen
Senior Consulting Associate
Capital Performance Group

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The Retail Banking Dilemma
REVENUE EXPENSES RETURN INVESTMENT
Retail Banking Financials are Challenging

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The Retail Banking Dilemma
Build the
Brand
Improve
Customer
Experience
Design New
Products
Support
Sales
Activities
Integrate
Delivery
Channels
Differentiate
Drive X-Sell
Increase
Customer
Loyalty
Acquire
Profitable
Customers
Demands on Marketing are Increasing

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The Retail Banking Dilemma
Continued Pressure to Control Expenses and Increase Productivity

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The Retail Banking Dilemma
So Many Choices – So Few Guarantees

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The Retail Banking Dilemma
• Understanding the options
• Focusing on a few high potential options
• Determining what each channel/medium can do
• Establishing realistic success criteria
• Creating an integrated mix across all marketing and distribution channels
LET’S EXAMINE TWO OPTIONS – DIGITAL MARKETING AND SOCIAL MEDIA
The Challenge for Community Banks

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• $6 Billion Commercial bank based in Eastern Massachusetts
• Founded by business owners for business owners
• “The Regional Alternative to large national banks”
• Very colleague and customer focused
• First in market to introduce “mobile banking” TWICE!
Who We Are

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Brand Building in the Digital Age
• Branding is no longer simply about a prospect’s exposure to your bank
• It’s about their experiences and various interactions they have with your brand
• Traditional media still has a place, but now there’s websites, social media, content, mobile
apps, blogs, video and countless other channels
It only takes 50 milliseconds—a blink of the eye—for users to form an opinion about your website
and therefore your brand*
*Thomson Reuters Web of Science

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Marketing Investments in 2015
SEO and Social
Signals will become
even more
codependent
Social Media Marketing
will require more
content diversity
Social Marketing
Content Marketing will
be bigger than ever
Materials need to be
more than copy – think
infographics, podcasts,
webinars, videos
Mobile-Friendly content
will be necessary
Video is a trusted
source for research
YouTube is the #2
search engine
Content Marketing & Video
Maintain your Paid
Search Program
Improve through
testing, keywords,
offers, content
Increase or start
your Display
advertising for wider
reach
Paid Search & Display
Advertising
Go the next level in
your keywords:
• Golden keywords
• Low hanging fruit
• Top 100 PPC
Keywords
• Top 100 Search
Volume
Ensure your website
is built to enhance
indexing
Organic Search
Performance
Put Your Money on Digital Marketing

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Why Digital?
• 93% of online experiences begin with a Search Engine.
• 81% of all consumers research online before making a decision
• 45% of Baby Boomers and 53% of Gen X’ers (age 34-59) start research online
• 59% of consumers use Google every month to find a reputable, local business.
• Online shoppers tend to have higher-than-typical incomes.
– 55% of e-commerce shoppers in the U.S. live in households with incomes above $75,000
– 40% in households with income of $100,000 and above.
Your digital channel will reach farther than your traditional channels

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Digital Building Blocks
Search Engine | Website Optimization
Display Advertising
Content
Marketing
Video
Marketing
Paid
Search
Social Media
Marketing
Start with the basics and grow – the best results use all these tactics but you need to walk
before you can run. Of course, budgets increase with each tactic added to your toolkit.
Good
+
Better
+
Best
Analytics tools to review and optimize performance

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Focus Your Efforts
• A “Buyer Persona” is a representation of your ideal customer which provides a detailed description
of a typical buyer preferences, habits and values
• By defining a Buyer Persona, you will be able to figure out:
– How can you solve their pain points
– The tone and style you should use
– The topics you should focus on
– Where they go online and what sites they use
– How they respond to advertising, brand messaging
• Delivering the RIGHT MESSAGE to the RIGHT PEOPLE at the
RIGHT TIME is critical to persuading prospects to select
your products
Before you spend a dime on Digital Marketing, narrow your scope to the few critical
customer groups that create the most revenue
Understanding what keeps your prospects up at night
will allow you to better target services to them.

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SEO | Website Optimization
• Golden Keywords: keywords based on a quantitative and qualitative analysis of what the highest
priority keywords are for traffic growth and lead-generation opportunities.
• Low-Hanging Fruit: keywords for which you are currently ranking between 11 - 50. Focus on
content you create for these keywords with the goal of pushing them into the Top 10 listing
positions.
• Top 100 PPC: the 100 keywords with the highest associated pay-per-click costs.
• Top 100 Search Volume: keywords with the highest number of monthly searches.
• Everything impacts how you perform in organic search
– How your site is built
– How your content is keyworded
– How your URLs are structured
– Review at least once a year
Reinvigorate Your Organic Search
Tip: Google Trends is a great tool to
see what terms people search for

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Paid Search and Display
• According to a study by Zenith Optimedia, 2015 will see spending on display ads pass paid
search for the first time since the dawn of the internet.
– Display spends will swell by 21%
– Paid search is expected to top out at 13%
Why?
• 42% of internet users don’t consider a single network their primary social platform. They use more
than one search engine for research. Brands may have to double-dip and purchase ads on multiple
networks to reach target customers.
• Facebook, Twitter and Linked|In are just a few of the
social media sites that have rolled out or improved
the targeting on their networks.
2015 Will Be the Year of Display Advertising

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Display Advertising Example
• Impressions 1,154,368
• Total Cost $8,200
• Clicks to Microsite 1,507
• Entrances to Application 97
• Account Open Conversions 11
Pay Per Click/Banner Ad Campaign

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Content Marketing – Beyond the Basics
• Useful, informative content establishes authority and gains trust
– Steadily build rapport with your target demographics
– Offer valuable, engaging content designed for your specific audiences
– Increased publishing improves your SEO rankings more than any other tactic
• Don’t forget mobile:
– Create an alternate mobile version of a website
– OR, Utilize responsive web design
– It’s important to provide a positive experience
– 87% of sales by 2017 will be on mobile devices
Content Marketing Is Money Well Spent

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Content Marketing
• Blogs
• Brochures
• Case Studies
• Data Sheets
• FAQs
• Feature Articles
• E-books and E-zines
• News
• Podcasts
• Press Releases
• Tips
• Videos
• Webinars
• Web copy
• White Papers
Marketing Assets Banks and Companies are Using
Effective marketers allocate 30% of their marketing
budget to content marketing versus less effective
marketers who allocate only 18%.

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Video
• YouTube is now the #2 search engine
• Testimonial Videos are powerful:
– Recommendation from someone else still remains the most trusted source of information.
– A well-scripted Video can resolve customer objections and reduce the time it takes to convert a
prospect
– Videos on websites aren’t just powering conversions; they are also keeping consumers on your
website
60% of all consumer traffic on the internet is now video
Tip: Use smaller short video clips as “snackable” social media assets

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Why Social Media?
It’s Where the Customers Are
Source: www.sociallystacked.com; Search Engine Journal, 2014.
• 72% of all internet users are now active on social media
• 89% of 18-29 year old internet users are active on social media
• 93% of marketers use social media for business
• 70% of brands have a presence on Google+, up from 4% from
Q4 of 2012
• Twitter is the fastest growing social network, up 44% between
June 2012 and March 2013
• Google+ grew 33% during the same period
• Facebook has 1.15 billion monthly active users
• Google sites handle about 100 billion searches each month
• YouTube hosts nearly 14 billion videos
• Google+ has over 500 million users
• Twitter has over 550 million accounts
• LinkedIn is at 225 million users
• Pinterest has more than 70 million users

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Why Social Media?
• Online distribution channels were designed to replace human interaction – transactions, information, etc.
• Social Media is designed to support and enhance the human interaction
• The true value of Social Media is intimacy and engagement
• Social Media can be effective in building networks, enhancing individual relationships, establishing trust,
and increasing banker productivity
• Need to go beyond institutional presence to personal relationship building and management
Supports the Community Bank Value Proposition

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Social Media – Dos and Don’ts
Which FB Page got more Likes and Why?

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Social Media – Dos and Don’ts
DO DON’T
Create Many Individual Networks Expect a Large Institutional Following
Tailor Messages to Individual Situations Create Generic Institutional Messages
Use Social Media to Listen to Customers Use Social Media to Preach
Establish Credibility and Promote Capabilities Try to Promote or Sell Individual Products
Identify Opportunities to Engage Interactively – Be
Prepared for Negative Feedback
Eliminate Negative Feedback or Discourage Input
Have Some Fun Be Boring
Take Some Risks Let Everyone Take Risks
Monitor and Control Content Allow Widespread Content Creation
Treating Social Media as an Extension of Traditional Media is a waste of Time and Money

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Social Media – Dos and Don’ts
Be Prepared for Negative Comments

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Social Media Challenges
• Understanding the Economics – May appear inexpensive but costs can be significant
• Cutting through the clutter and noise
• Exercising some control in an essentially uncontrollable environment
• Countering internal reluctance and skepticism – Getting started
• Getting and Staying relevant
• Dealing with compressed timeframes and short shelf lives
• Committing to constant management and monitoring
• Understanding and dealing with new, confusing, and changing compliance requirements
Social Media Presents Different Challenges than Traditional Media

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Social Media Critical Issues
• Do your homework – understand the options and the capabilities and challenges of each
• Determine how well each option aligns with overall business and marketing objectives
• Set clear expectations – define what each media should and should not do
• Analyze thoroughly and objectively existing internal capabilities, identify gaps and define
implementation requirements
• Create a “test and learn” environment
• Integrate Social Media activities within other marketing initiatives and across all distribution
channels
• Build enterprise-wide buy-in and commitment
Successful Implementation Requires a Clear Game Plan

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Takeaways and Predictions for 2015
• Continued focus on expense control requires achieving greater productivity from marketing spend.
• It is becoming more difficult to create differentiation and achieve required business results with
traditional media alone.
• The proliferation of alternative media channels requires community banks to choose wisely which
options have the highest potential for success.
• For the first time in many years, deposit acquisition will become a high priority in 2015.
• The ability to implement new technology capabilities quickly will become a significant competitive
advantage.
Takeaways
Predictions