A custom website
for a bank should accomplish its marketing goals. Everyone knows that.
But how can we easily boil this down to a strategy that
produces the best bank website possible? This diagram may help
explain the approach Priority Integrated Marketing uses when
brainstorming with our banking clients.

(click to enlarge)

This is by no means comprehensive, and I’m absolutely speaking tongue-in-cheek when saying that this is the “best bank website
development strategy.” There are countless other integrated
marketing tactics that could be added to this, such as Media Marketing” href=”http://priorityresults.com/work/social-media-marketing/””>social
media marketing (SMM), a promotion-specific Study” href=”http://priorityresults.com/work/microsite/””>microsite,
or an overhauled
online banking system, to name a few. But let me describe each of
these components and how they relate.

The two most common goals of any bank marketer could be retaining current customers and acquiring new ones.

The best bank websites retain customers through:

• A great customer experience through well-branded and
  attractive design, intuitive tools, and easy to digest
  information.
• Well-planned information architecture, which organizes all of your content into an easy to use structure that lets people find
  what they need and move on.
• Weaving relevant and useful content into the website user experience, and link building around that so people and search engines
  can easily find your information. This content can take
  the form of a blog,
  news releases, case studies, a forum, or anContent Center – A Health Microsite Case Study” href=”http://priorityresults.com/work/health-microsite/””> educational
  content center.

The best bank websites support customer acquisition through:

• Search engine optimization, which matches your bank’s information with targeted
  customer prospects.
• Weaving
  informative content into a search engine optimization strategy, so
  it can support those efforts in an integrated fashion.
• Building links to and from your content and overall website, all while following your SEO strategy’s targeted keyword plan.

Hopefully, at the very least, this approach got you thinking about how your marketing department can effectively integrate your next
website into your overall marketing plan. Web design,
information architecture, content marketing, and SEO are all tried and
true methods that can help you reach marketing goals. So keep
the faith, spread the word, and make your next website the best it can
be!

@haugenbrian | bhaugen@priorityresults.com