It’s never been more important to make sure that you’re talking to your customers in ways that matter. I bring this up because I just got done doing a live recording with some of the smartest marketers in banking across the United States, and I saw some tragic errors on their websites and some tragic errors in their press releases.

I see things like great big notices saying the branches are closed, but it doesn’t say, “But here’s how we’re helping you and showing you how to do things.” I’m also seeing in press releases, no value interpretation. “Listen, we work seven days a week from 7:00 to 7:00 with 50 different people who would roll their sleeves up. And as a result of it, we’ve saved 12,000 jobs and process this many dollars of loans.” It’s a story worth telling. And for many of the banks, you’re missing the story.

As I’m looking at your home pages on your websites, I don’t see the social proof and why you’re a great banker, why you’re worth coming to, or why you’re worth coming to right now. So it’s really critically important to get your unique selling propositions, to have your social proof, to have your testimonials, and to make sure that your Google reviews are bringing your SEO up to own your Google space.

This is the time to know what you’re doing in marketing and banking because those banks that know what they’re doing will emerge stronger and be the banks that no one will be able to touch for 10 or 20 years. And a lot of banks will lose their franchises, and they’ll lose their independence, as a result of not knowing what to do. And let me tell you, the most important place to start is making sure everyone knows how to open those accounts and own the entire relationship, and that your customer service is flawless. It’s always about mastery of the basics.

– Roxanne Emmerich

Please watch the video above and share it with your exec team and board.