Bank Marketing Strategy
Strengthen Your Bank’s Brand and Connect with Customers Through Video
Modern financial institutions of all sizes are marketing more than products, rates, and services—they’re creating connection, trust, and a sense of professionalism with their clients. One of the most powerful digital tools is video.
Video marketing can transform how your bank connects with current and potential customers. It brings your services to life, highlights your people, and humanizes your brand. Whether you’re promoting loan services, demonstrating new digital banking features, or highlighting community involvement, video captures audience attention and builds trust that other marketing tactics do not.
When done right, video can help banks attract new clientele, engage their current clients, and build brand loyalty. Now imagine what this could do for a trust-based business like your bank. In this blog, we’ll discuss effective ways to incorporate video into your bank’s current marketing strategy.
6 Ways to Use Video in Bank Marketing
Banks across the country are already using video to enhance their brand and marketing strategies. Let’s look at some effective ways they are employing this powerful tool.
1. Customer Testimonial Videos
By showcasing real customers talking about their positive experiences—whether it’s a first-time homebuyer securing a mortgage, or a customer talking about a positive customer service experience—you can leverage social proof in your marketing strategy. Testimonial videos build credibility and trust.
Customer Testimonial Video from Encore Bank:
These testimonial videos can be dispersed through various channels:
- Landing pages
- YouTube
- Social Media
- Email marketing campaigns
2. Case Study Videos
Similar to testimonials, case study videos turn customer success stories into engaging narratives. For example, a case study video might feature a local business owner who was able to grow their business thanks to a loan. Case studies are great for demonstrating your bank’s value and attracting new clients.
Case Study Video from PCB:
3. Executive Storytelling
Build authenticity with videos featuring interviews with bank executives where they discuss your bank’s mission, values, and community involvement. This helps humanize the brand and is an effective relationship-building tool with current and new clients.
Executive Storytelling Video from Peoples Bank:
https://www.facebook.com/share/v/16TNZRUajU/?mibextid=wwXIfr
4. Product Launch Videos
If you’re launching a new online banking feature or app, video is a great way to generate excitement. Show the features in action. Walk customers through how to use digital tools or take advantage of promotions. Highlight the benefits and convenience these tools bring to the customer.
Product Launch Video from Vancity Community Investment Bank:
5. Thought Leadership Content
Educational content videos might not seem as exciting or engaging as other videos. But they serve a valuable purpose. They let clients know that your bank is a knowledgeable and professional institution. Videos on topics such as budgeting, saving for retirement, or managing debt not only help current clients but attract new ones who might be seeking financial advice.
Thought Leadership Content Video from MidFirst Bank:
6. Employee and Culture Videos
Showcase company culture with behind-the-scenes interviews of employees in various departments, “day in the life” videos, or highlights from community service events. The idea here is to both humanize the staff and show that your bank is a great place to work. These videos have multiple benefits—they create connection, highlight local involvement, and attract talent.
Employee & Culture Video from Dieterich Bank:
Tips for Successful Video Marketing
If you’re ready to get started, here are some tips to both get you started and to diversify your video marketing strategy.
BankBound video – Marketing Services:
1. Determine Your Scope
The first step to implementing any marketing change is to set goals. What do you want video marketing to achieve? Increased website engagement? Lead generation? Are you hoping to establish greater brand loyalty? Having clear goals not only helps guide your content creation but will allow you to budget resources accordingly.
2. Start Small
If this is all new to you, it’s a good idea to start small. Create a few short videos to get your feet wet and gauge audience responses. There is a lot of software that can be used to create video content, from Zoom and Microsoft Teams to affordable software such as Flexclip or Loom.
3. Post Videos to Your Website
Your website is an ideal place for video content. It can increase engagement and provide valuable information to your clients. Many banks even have a dedicated page for videos, where clients can browse different topics and engage with those that pertain to them.
Check out this video from The First National Bank and Trust Company of Newtown!
4. Use Video in Emails
Emails containing video content can see significantly higher click-through rates. Adding short videos to your email marketing campaigns provides value to your clients while increasing engagement.
5. Use Social Media
Beyond email, use social media such as Facebook, Instagram, and LinkedIn to share your videos with a much larger audience.
6. Explore Video Advertising
Video advertising platforms such as Google Ads and Facebook Ads help you target your audience. They can make your videos visible to those who would benefit the most from them.
7. Be Mobile-Friendly
Smartphones are quickly becoming the preferred way to access the internet. Your videos should be formatted to be viewed on mobile screens, or you could be missing a large audience.
8. Try Going Live
Hosting live events like Q&A’s, webinars, and product demonstrations engages your audience in real time. Not only does it provide valuable information, but it lets your audience feel more connected to the content and your bank.
Avoid These Common Video Marketing Mistakes
Even a good strategy can fall flat if these mistakes aren’t avoided:
1. Excessive “Hard Selling”
Many people are put off by high-pressured sales. Instead of pushing for action, focus on storytelling, people, and the benefits of your products.
2. The Video is Not Part of a Campaign
Your videos should not be standalone pieces. They should be integrated into your larger marketing strategy.
3. Poor SEO Optimization
Your video title and description should be optimized for search engines. BankBound’s SEO services can ensure that you appear at the top of potential clients’ searches.
4. Inconsistent Branding
Use consistent messaging and branding across videos. This includes fonts, colors, and logos, as well as the overall tone of your videos.
BankBound Video – showcasing ideas on consistent branding, colors, logos, and style:
5. Too Much Length, Not Enough Value
Attention spans are short these days. Unless a customer is purposefully viewing a webinar or product tutorial, advertising videos should be kept to under two minutes.
Measuring Video Marketing ROI
How can you be sure that your video marketing campaign is effective? It’s not just about view count. Use these metrics to assess your campaign.
- View Count: This shows how many people have viewed your video.
- Engagement Metrics: This tracks how customers interact with the video, including likes, comments, shares, and duration of viewing.
- Social Shares: This more closely tracks shares on social media. For campaigns trying to reach the largest number of people, this is an important metric.
- Conversion Rates: How many people took action after viewing the video, such as signing up for a new account?
BankBound provides digital marketing analysis to help track these metrics.
Whether you produce in-house videos or work with a trusted partner, one thing is clear: if you aren’t incorporating video into your marketing campaign, you are missing out on potential clients. From building connections with your community to generating leads, the benefits of video marketing are too powerful to ignore.
BankBound’s digital marketing expertise helps banks and credit unions across the U.S. create and promote video marketing strategies that lead to real results. Contact BankBound today and start generating new and engaging content for your bank.
