Put Your Best Foot Forward: Tips for Refocusing Your Marketing Strategies in 2020 and Beyond

If you take a moment to think back to January, it’s hard to fathom how much our world has changed. As a financial institution, the COVID-19 pandemic has put immense pressure on your staff, your patrons, your budget…just about everything. The marketing plan you entered 2020 with probably looks slightly – or majorly – different now too.

You’ve had to adapt quickly, and the road ahead will undoubtedly require more adapting. As you work to adjust your marketing strategies, we recommend keeping these three key factors in mind:


Even before the pandemic, personalization played a major role in building lasting business relationships. Now that we’re encouraged to stay away from our friends, extended family and workplace, the smallest of human connections can make a big impact. During this time of uncertainty, your clients will remember how you’ve made them feel.

What does that mean for you? Skip generic messaging and get personal. From something as simple as a personalized salutation in a letter to targeting new movers in a specific area, can help you get the most relevant message to the right audience.

Digital Relationships

When stay-at-home orders closed bank and credit union lobbies across the nation, consumers young and old flocked to online and mobile banking to conduct their transactions. Now, your branches may be partially or fully back open, but that doesn’t mean everyone is returning to their pre-outbreak routine. According to a CNBC article, once consumers realize they can take care of their banking needs online, they're likely to keep those online habits even after the pandemic has passed.

From a marketing standpoint, this means it’s the perfect time to let your audience know how easy it is to check balances, make transfers, deposit checks, apply for a loan and more all from the comfort and safety of home. Additionally, consider going virtual with educational seminars and lunch and learns by hosting a webinar or creating an e-book of resources.

Building Connections and Offering Solutions

COVID-19 has proven to not only be a public health emergency, but also an economic one. A year ago, maybe your clients were gearing up for a family vacation or a kitchen remodel, but now, some are likely navigating a job loss, trying to keep their small business afloat or planning for fall childcare alternatives. Now more than ever, your clients are looking to you for understanding and guidance.

Consider implementing messaging that lets your clients know you’re here for them. Promoting relief programs like Skip-A-Pay and personal loans while also providing educational resources can help calm current fears and inspire hope for the future. At, we’ve created a totally customizable COVID-19 Financial Emergency Guide that provides consumers with valuable insights and advice to help them get through the current crisis.

We never could have guessed what 2020 had in store. And while navigating these uncharted waters is challenging, by placing an emphasis on personalization, consumer safety and convenience and emotional connection, your marketing strategies can help your financial institution thrive – even in this trying time.

If you’re ready to put your best foot forward and get started on a campaign, contact us today.

Posted by - August 26, 2020