Maintaining the Brand: Why Delivering Consistent, Content-Driven Messages is the Key to Long-Term Success

This article was first published in IFA’s Marketing Toolkit in April 2017. For more recent IMN press releases and coverage, visit our Recent News page. As a franchisor, your key marketing goals are twofold: maintaining the consistency of your brand across your franchisees and retaining the loyalty of your customers. Multi-unit franchise organizations face unique challenges delivering a consistent message, identity, and set of offers through individual franchise locations. Finding that consistency can be especially tricky when considering franchisees’ understandable desire for at least a little individuality. After all, how can they credibly connect with their local communities and customer bases if they’re seen as just another faceless piece of a larger corporate entity, ultimately no different than any other franchise location? Delivering a Consistent Message One of the best solutions to this problem is the strategic use of branded email newsletters, a marketing solution offered by IMN (iMakeNews, Inc.). Branded email newsletters are designed to help multi-unit franchise brands acquire, retain, and engage customers. Branded email newsletters work as a solution at both the corporate and local levels, solving problems for […]

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High Expectations: How Banking Marketers can Meet the Demand for Quality Content

In just over a week, industry professionals from across the spectrum will descend on the Hyatt Regency in New Orleans for the American Bankers Association® (ABA) Bank Marketing Conference. According to the conference website, two of the primary topics set to be discussed are the unique demands of the contemporary customer and the importance of executing a compelling content strategy. It might be an understatement to say that, in today’s service-and-experience-centric landscape, expectations in both of these areas are high. When it comes to high expectations, marketers in the banking industry – be it an independent, regional bank or a community bank, large or small – are old hands. You have to devise marketing strategies assuring customers the bank is there to meet a wide variety of needs: for personal and business loans, mortgages, savings, checking plans, and more. It’s critical that the content of those marketing efforts both engages customers and passes regulatory and compliance standards. How do you pull it off? There’s more than one way to peel an orange, and hard-working marketers have found ways to build […]

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Let Us Handle It

content marketing

Never let it be said that marketing in the financial industry is a simple business. Banking marketers face a great deal of pressure from all sides: your content has to pass regulatory and compliance standards that are some of the strictest around, and your customers expect you to be engaged to help them meet their own goals. With that said, we here at IMN are consistently impressed by one simple fact: you know what marketing practices you need to put into effect to deliver useful, relevant content month in and month out. You get it. We see that you get it. Banking marketers know the value of offering informative content addressing financial topics and presenting a consistent, reliable brand image. But, there’s still a problem. You’re very, very busy. One of the pressures I alluded to earlier is this simple reality: on a typical day, banking marketers are getting pulled in approximately a hundred different directions at any given moment. You may know what needs to be done to craft a profitable marketing strategy, but that doesn’t mean you have […]

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Overcoming Social Media Oversaturation

Direct selling stands out from other business models because it’s built on a foundation of strong personal relationships and direct communication. That model aligns well with today’s age of social networking, which has provided direct sellers with new ways to connect with prospects and clients. But, from that popularity, a new problem has turned up for the direct seller: oversaturation. The rise of social media as a platform for direct selling promotion and sales, coupled with the increasing popularity of direct selling companies, has led to a dramatic increase in the amount of direct selling posts an individual sees on these platforms. Facebook users in particular are beginning to find themselves feeling overrun by direct selling posts. This oversaturation is a problem not only because of competing posts, but also because users are less and less likely to read or become invested in any of the posts at all. With oversaturation, direct selling loses the advantages of using social media. Personal relationships can’t develop if there are too many relationships for a buyer to maintain, and direct communication is much […]

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Measured Results: The Analytics Behind Email Newsletter Success

As a franchisor, maintaining the consistency of your brand and the loyalty of your customers is at the top of your list of priorities. Email newsletters have proven to be an effective vehicle for delivering targeted, dynamic content, but there is an important technological component to understanding that effectiveness: measured results through tracking and analytics. Any email newsletter solution you may be considering, or have already implemented, should be backed by a full suite of tracking and analytics. The reason? This component gives you complete insight into which email newsletter articles, promotions, and products are most popular and impactful with your audience. How do you know if the email newsletter solution you’re looking at is up to the task? Check for these characteristics: Analytics should be easy to read and understand, and should highlight those customers who responded to articles and promotions, making it fast and easy to identify hot leads and the most interested prospects. When engaged consumers signal they are in-market for your products and services, your franchisees should be alerted through an automatically generated report. Each report […]

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