Meaningless metrics – Facebook likes, click through rates, inbound links, and average ad position might be of real value to you as a marketer, but not so much for an executive. Instead, focus on how digital marketing will impact the metrics executives care about: cost per lead, lead volume, mobile banking adoption rate, customer acquisition cost, conversion rate by channel, unique website visitors, etc.
Trendy marketing – We all know that most banks are quite conservative with, well, everything. If you are working towards initial buy-in for digital marketing, it’s probably not in your best interest to lead with Snapchat. True, the unbelievable growth and reach of a popular digital channel like Snapchat advertising is certainly appealing for marketers and may very well be a great opportunity for your bank or credit union- but one step at a time. Less than 1% of all financial institutions are using Snapchat right now, so if your executive team is hesitant about SEO or PPC advertising you’re not likely to get the nod for augmented reality.
Tech-talk – Yes, bank leaders want to understand how you plan to achieve results, but don’t steer the conversation into a technical TED Talk. Instead, help them understand how digital marketing works at a macro level, then show them how it can help improve the metrics they care most about. Look for examples and case studies from other banks (especially competitors) that can walk your executive team through a digital strategy from launch to results.