Click to tweet The content, under the Prosper and Thrive umbrella, can be found at thehub.santanderbank.com, where a dozen articles are published each month on topics that fall into three categories: saving, controlling debt, and living life. What's surprising is that viewers are more likely to find tips for a summer getaway or how to Paraguay Phone Number List finds a wedding dress on a budget than stories focused on banking products. RelationBanking_santander-bank “You wouldn't necessarily think of coming to a bank for the types of stories we present, but we want our audience to feel like we understand them and their goals,” Marquis says. And Santander works closely with content management, social distribution, and SEO partners to ensure content is discovered.
Prior to launch, extensive research into its target audience provided Santander with enough information to convince the leadership team that millennial content was a good investment. We want to be there for those in-between times before clients look for a home loan,” says Marquis. So far, she says, they're meeting their engagement and conversion goals, driving traffic to their main banking website, and gaining audience insights through surveys. The Paraguay Phone Number List next step will be determining how to reuse content across all channels, including within branches. Overall, the strategy is to attract potential customers and retain them so that when they are ready to buy banking products, Santander will be front and center.
They experiment Another thing that resonates with the digital generation is innovation. This is why some banks are launching innovation labs to present their future efforts to the public. Part of the rationale might be to counter (or follow) the fintech bandwagon, but it's also a way to generate buzz. “A brand innovation play says 'look at how innovative and committed we are to Paraguay Phone Number List being ahead of the curve,'” says Bleedorn. Although many well-known experimental spaces are found around the world, among the institutions that do so in the United States are USAA, with its design studio in Austin, Texas, and the "customer experience" laboratory of Bank of America located above one of its Silicon Valley branches.