Generative AI, like ChatGPT, can be a helpful tool alongside what you already use at your community bank. But many banks don’t know where to start, or are worried about compliance issues from using it. Banks need to think about how they talk to AI, the rules that guide its use, and what role it plays in their teams.

In this episode, Chris and Dan interview Ben Udell, SVP of Digital Innovation at Lake Ridge Bank, about how he uses Gen AI at his bank and teaches other banks how to get the most out of it.

Topics Include:

● The regulatory and compliance landscape around Gen AI

● How treating Gen AI as a team member, not a replacement, changes how you use it (for the better)

● Creating better prompts for more useful output

● The right way to train ChatGPT on your brand voice

With more than 25 years of financial expertise, Ben Udell, SVP Digital Innovation, is the driving force behind "future proofing" Lake Ridge Bank, a $2.9B community bank in Wisconsin. As a leader in digital innovation, he enjoys working where technology, marketing, and data analytics intersect with consumer financial needs.

He’s a leading banking expert in leveraging practical applications of generative AI and is never afraid to be disruptive went it allows him to find innovative ways to improve the client and associate experience. Recently named one of Bank Beat’s “Rising Starts in Banking”, Ben’s been helping train and consult with other bankers to help them see how AI can transform their organization.

In his free time, he creates content for robotsarepeople.net, an AI and technology focused site, speaks on digital transformation, and writes about the financial industry.”

Resources Mentioned:

● Presentation Deck

● LinkedIn: Ben Udell

● Website: Robotsarepeople.net

● Website: https://bankmarketingshow.com/

Chris and Dan dive deep into the world of bank marketing to uncover the secrets of gaining a competitive edge. They share practical insights and actionable steps for banks to effectively leverage their competitive advantage, ultimately leading to greater differentiation and success in the market.

There's an emphasis on the importance of understanding your bank's unique value proposition and differentiating it from competitors, all while keeping things simple and specific. This is where Chris and Dan also highlight the significance of seeking feedback from both loyal and potential customers to truly understand their perceptions and preferences.

If you're a bank looking to enhance your brand differentiation and customer engagement through strategic marketing efforts, and ready to gain valuable guidance on how to stand out in a crowded market landscape, then this episode is a must-listen!

In this episode:

• Gain a competitive edge in bank marketing with innovative strategies.
• Create a unique bank brand that stands out in the crowded market.
• Engage customers for valuable feedback to enhance service and offerings.
• Implement effective strategies to attract potential bank customers.
• Identify and address weaknesses in your bank marketing approach for improved results.

Resources Mentioned:

• contact@bankmarketingshow.com
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com

Even with the rapidly shifting financial landscape, community banks remain a pillar of the local economy. Up until recently, interest rates remained largely unchanged and favorable for business owners and buyers. But over the last 18 months, a shift has taken place that is showing us a new reality.

In this episode, Chris interviews Chris Moya, CEO of ICBA of New Mexico. They discuss upcoming marketing trends for community banking – like showcasing the value you bring to the community, building relationships with younger customers, and finding beneficial partnerships with fintechs and marketing agencies. It’s not about changing who you are, it’s about telling your story.

Topics Include:

• Why there has been a change in buying behaviors and patterns

• What the upcoming marketing areas, trends, and activities are

• How the right partnership can add value to your community bank

• How community banks can refresh their brands to add more value

• What the future of AI looks like for community banks

• Where the banking environment is moving into and evolving short- and long-term

Chris Moya is the President and CEO of the Independent Community Bankers Association of New Mexico (ICBA/NM). He assumed his role in January 2022 and brings a wealth of experience and leadership to the organization, having previously held the position of Executive Vice President.

Before joining ICBA/NM, Chris contributed to the regulatory landscape, notably as the Director of the New Mexico Financial Institutions Division (FID), a position to which he was officially appointed in April 2019 after serving as the Acting Director for two years. His tenure at FID, which commenced in June 2011, encompassed a progression of roles, including Examiner, Mortgage Industry Manager, and Deputy Director.

Before his regulatory endeavors, Chris forged a successful career in the mortgage industry in southern California. Subsequently, he deliberately returned to New Mexico to establish roots and raise his family.

Chris graduated from California State University San Marcos with a bachelor’s degree in economics. He then obtained an MBA from Eastern New Mexico University and graduated from the Western States School of Banking.

With his multifaceted background and dedication to the financial sector, Chris is poised to continue driving excellence and innovation within ICBA/NM, advancing the interests and preservation of community banks across New Mexico.

Resources Mentioned:

• Email: chris.moya@icbanm.org

• Website: https://www.icbanm.org/

• Website: https://bankmarketingshow.com/

Chris and Dan dive into the ever-evolving landscape of AI in banking. Drawing from their experiences, they shed light on the prevalent use of AI and its transformative impact on marketing strategies within the banking sector. They emphasize the importance of staying ahead of the curve by embracing AI and adapting it into the culture of financial institutions.

This episode provides valuable insights into the current trends, emphasizing the need for banks to innovate and incorporate AI and other strategies to enhance customer-specific marketing messages. With a focus on AI integration and its potential to revolutionize banking operations, this episode offers a comprehensive overview of the industry's shifting landscape and provides essential guidance for bank marketers looking to stay ahead in marketing and AI integration.

In this episode:

• Explore the game-changing AI trends shaping the future of banking in
• Uncover innovative bank marketing strategies designed for the digital age to stay ahead of the competition.
• Discover the power of AI integration in revolutionizing financial services for enhanced efficiency and customer experience.
• Navigate the complex landscape of regulatory challenges for AI in banking and find solutions to ensure compliance.
• Gain insights into interest rate trends and how they impact bank marketing strategies for sustainable growth.

Resources Mentioned:

• We’d love to hear about your team’s structure, and what works and doesn’t: email contact@bankmarketingshow.com
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com

Chris and Dan dive into the impact of a bank's team structure on its marketing operations. No matter the size of your bank or credit union, there are a few key things to keep in mind when structuring the marketing team.

In this episode, Chris and Dan emphasize the importance of first aligning marketing activities with the bank’s strategic plan. Once the activity set is defined, you can then structure the marketing team to support those activities. This builds your bank’s marketing foundation as a core part of the bank’s operations, and helps you move beyond traditional, disjointed operations to a systematic and coordinated approach – elevating the marketing function within your institution.

Listen for more actionable details on:

- How mastering bank marketing functional systems leads to increased customer engagement and brand visibility.

- The importance of marketing team structure in banking for streamlined operations and enhanced customer experiences.

- How to enhance bank marketing with digital tools to stay ahead in the competitive landscape.

- Learning effective methods for measuring ROI in bank marketing campaigns to maximize your marketing budget.

Resources Mentioned:

- We’d love to hear about your team’s structure, and what works and doesn’t: email contact@bankmarketingshow.com

- Bank Marketing Minute Newsletter: bankmarketingminute.com

- Website: The Bank Marketing Show: bankmarketingshow.com

In this episode, we dive into the importance of incorporating video into bank marketing strategies. We highlight the power of storytelling through video content and how it can create a more engaging experience for your audience. We stress the significance of differentiating from competitors and embracing the evolving trends of video content on social media.

Listen to us share practical advice, like evaluating competitors' strategies, and provide tangible examples to showcase the impact of video content. We offer valuable insights for banks aiming to enhance their marketing strategies with video content. You'll gain a deeper understanding of the significance of strategic video use and how it can help your bank stand out in the market. Plus, you'll pick up actionable tactics and examples that can guide you in incorporating video into your bank's marketing efforts.

In this episode:

• Mastering Bank Marketing Video Content: Unlock the secrets to creating captivating video content that resonates with your audience and sets your bank apart from the competition.
• Harness the Power of Video for Bank Marketing: Discover the pivotal role that video plays in modern bank marketing and how it can elevate your brand's visibility and engagement.
• Crafting Engaging Bank Videos: Unleash the art of crafting compelling bank videos that captivate and connect with your customers on a deeper level, fostering lasting relationships.
• Unlocking the Benefits of Video Marketing: Explore the multitude of benefits that video marketing offers for banks, from increased brand awareness to enhanced customer loyalty.
• Leveraging YouTube for Bank Marketing Success: Learn how to effectively utilize YouTube as a powerful platform for bank marketing, reaching and engaging a wider audience with your compelling video content.

Resources Mentioned:

• We’d love to hear your stories! Email them to contact@bankmarketingshow.com
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com
• 2novas.com/video

Content marketing is an oft-misunderstood thing – most banks just produce blog posts about financial topics, and sometimes collect them into a periodic newsletter. But are you really adding value to your customers with a blog post on “the difference between fixed and ARM mortgages”, when there are literally hundreds of similar blogs already online?

In this episode, Chris and Dan chat with Hollie Brown, VP of Marketing for Coastal Community Bank. Hollie leverages her journalism background and the bank’s network to create regular, expert-driven content for her customers. That content “engine” has even led to a system that drives email signups, and a busy calendar of in-person events – truly creating a community where customers can learn more about the bank, network with other similar customers and small businesses, and learn from experts. And most importantly – this system actually converts readers and attendees to real customers.

Topics Include:

● How content marketing and digital marketing work together

● How producing regular content is a resourceful task for local banks

● How banks can leverage a content strategy to create face-to-face community events

● How to determine if your content audience becomes customers

● Why it’s important to involve your internal team in your content strategy

Hollie Brown is Vice President of Marketing for Coastal Community Bank. Coastal provides personal and business banking services for Puget Sound, WA customers, and Banking as a Service (BaaS) for fintech partners. At Coastal, Hollie leads marketing strategy, brand and corporation communication, public relations, and digital marketing.

Hollie earned a BA in Journalism from Western Washington University, an Executive Development Professional certificate from the Washington Bankers Association, a certificate in Bank Marketing from the American Bankers Association, and she is a Certified Financial Management Professional from the American Bankers Association. She is currently enrolled in Pacific Coast Banking School.

Before joining Coastal, she was the Regional Marketing Manager for Moss Adams LLP in Seattle and the Vice President and Director of Marketing for Peoples Bank in Bellingham, WA.

Resources Mentioned:

● Website: https://www.coastalbank.com/

● LinkedIn: https://www.linkedin.com/in/holliejoybrown/

● Website: https://bankmarketingshow.com/

SEO is a powerful but often misunderstood tool to improve your bank’s rankings on search engines – which translates directly into being found, especially among younger, digital-first generations. In fact, search rankings are one place that it’s often possible for small local institutions to outrank their larger, national competition...if you know the tricks.

In this episode, Chris and Dan interview Ben Walsh, an SEO expert, about how rankings are a local bank’s most powerful tool. Ben walks us through the easiest changes to make – literally things that you can do today in just a few minutes. Plus, we discuss the ongoing things you should be doing (e.g., reviews) that will help you outrank your competition.

Topics Include:

● How SEO has evolved over recent years

● The biggest ranking factors that community banks should know about

● Why images and reviews on your Google My Business profiles are extra important

● How to improve your website’s SEO

● How big picture SEO makes local banks competitive with larger banks

Ben Walsh is a local SEO veteran with over ten years of experience. He helps local businesses get more leads, calls, and walk-ins.

Resources Mentioned:

● Website: https://marketlocalseo.com/

● LinkedIn: https://www.linkedin.com/in/ben-walsh-73ab78105/

● Website: https://bankmarketingshow.com/