As we head into the New Year, it’s a great time to review your website and your online marketing strategy. Take some time to analyze what worked and what didn’t work over the last year, and think about your goals in terms of traffic generation and business growth over the next 12 months.
Just as trends in web design change and evolve over time, so do SEO best practices. Google and other search engines are constantly evaluating the factors that indicate a high-quality website for their users. It’s important to keep up with these ranking factors if you want to stay on top of the SERPs.
MARKETING INSIDER GROUP
If every executive who worked at a bank or credit union could wave a wand and transform their institution into what they think it should be, would they go digital-only?
Not likely. They would, however, likely find more creative ways to balance digital delivery and the human touch. The digital side would have to be much more powerful and effective, while the human side would play a very different role from the typical customer-facing staffer at today’s bank or credit union — empowered with new tools and data.
THE FINANCIAL BRAND
There is no quicker way to differentiate a brand than to disrupt the pricing model within an industry. The digital era has brought with it a dizzying array of pricing choices for customers and providers.
Consider Flexdrive, billed as a “Netflix for cars,” which offers subscribers the ability to drive a car without a long-term contract. In Germany, Volvo is taking a similar approach, upsetting the apple cart by selling subscriptions for its compact SUV via ads that read, “Don’t buy this car.”
More than fifty years ago, Theodore Levitt published his seminal piece on Marketing Myopia in the Harvard Business Review. In it, he argued that firms too often take a narrow view of their business and as a result, miss opportunities that emerge and are eventually trounced by competitors that seize those opportunities. The railway companies, he argued, saw themselves in the rail business. As a result, they lost out on opportunities in air transport and truck transport that they could have exploited had they seen themselves as playing in the transportation business.
BRAND STRATEGY INSIDER