Track engagement, not followers
The Weekly Deposit, Issue 1. One small marketing move for community banks, every Tuesday.
Followers tell you how many people once clicked a button. Engagement tells you who is listening now.
One move
Track engagement, not followers, every month.
- Pick three numbers: comments, shares, and messages or clicks to your website.
- Pull them on the same day every month, for every account.
- Put one line in your board report: the three numbers, last month's numbers, and the post that did best.
- After three months, stop the kind of post that gets the least engagement and do more of the kind that gets the most.
One bank that made it
Bank Five Nine, Wisconsin. The bank was founded in 1859. When it renamed itself Bank Five Nine, it took a 160-year history and put it in the name. It launched the new name in the middle of a pandemic. On social media, the bank measures what matters.
One conversation
Bank Five Nine: turning 160 years of history into a brand, with Jeff McCarthy, SVP and Marketing Director, Bank Five Nine, on He Said, She Said. Listen on the podcast page.
See you next Tuesday,
Jaci
Jaci Russo is CEO and Co-Founder of brandRUSSO and author of the upcoming book Compound Interest. Know a bank marketer who would like this? Send them here to subscribe.
