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Of course, the so-called "physicists" and certainly not "Yuriks" at all, or simply speaking, private individuals. If you cover such a broad topic as banks and banking services for individuals, then social networks are, of course, great for maintaining the image of a bank and informing about all kinds of innovations of a particular bank. But how, how and what should be done? We will talk about this and much more in this article.

As you know, the Internet is one of the cheapest ways of advertising, moreover, it is very productive. This fact has not raised questions for a long time, as well as the fact that the image and its maintenance and development directly affect consumer demand. If we talk about the banking sector, then the consumer demand in this case is an increase in customers from among individuals.

What is the difference between the Internet, if it is considered as an "advertising medium"? The main difference is that a person himself moves on the Internet in those directions in which he wishes, and it is impossible to set these directions for him, or only one-time, then he will simply avoid such frank impositions. From this point of view, one can consider the Internet as an area of ​​freedom of action and interests.

What is "good" and what is "bad" for us? If we take any type of advertising, such as TV, outdoor advertising, advertising in the subway, then a person perceives it subconsciously, does not look for and does not read it on purpose, it may not be located at all in the area of ​​​​interests of the person himself, that is, telephones can be advertised on the grocery market, in the subway - planes, etc. Yes, the area of ​​interests and opportunities for shopping from a person in this world is very extensive, but such an approach on the Internet is unproductive - without the involvement of the user himself in the advertising process, it is noticed very little, if not completely turned off - “so that it does not loom!”.

There are more young generation, entertainment, quotes on the VKontakte network, I myself have a group on VKontakte, in which there are already almost fifty thousand people, and this audience is certainly not superfluous for me. On Facebook, historically, they communicate more on business topics, world news and political news, although, of course, there is a young audience there, but there is no such activity with quotes and entertainment.

How can social networks, in this case, Facebook and VKontakte, be useful for the banking sector? Of course, to maintain the image and inform existing and involve future customers - individuals. How should it be done? Just limit yourself to the usual posting of information about new tariffs and services or the merits of a particular bank? Then it will be advertising and will the Internet user pay attention to it? Content should be adapted to the above requirements - it should be interesting! And the more interesting it is, the more people you will involve. How to make content (in the case of social networks, these are texts and images) interesting for visitors? First of all, it is worth starting from their needs: what they want, then give them and thus promote the brand as such and. Of course, based on the needs, you should not go to "extremes" - we support the image! What is the best fit in this case? That's right - promotions! But what property?

If we consider the banking sector, then what needs of an Internet user can be related to money itself? Of course - shopping! Total designate the need - want to buy ...? And, based on your offer, depending on the type of bank service, we show a product that could be suitable based on a certain amount. Or do you want to buy...? (or are you dreaming about a new one...?), have you been thinking about buying one for a long time...? If you indicate the social networks themselves in the offer, this will also play in your favor, for example, "Get a credit card without leaving VKontakte."

Promotions involve user actions, the more there are, the more people you will eventually collect, actions, if you take offline promotions, should be simple: polls, send e-mail, put a “like”, etc.

How will social networks be useful to the bank as a result of such actions? Having a permanent audience that visits the bank's page on social networks, we can use this to maintain the image of the bank and, accordingly, sell banking services to this audience, and if we take into account another very useful quality of social networks - the massive transfer of interesting and relevant information to each other, then audience coverage can be even larger.

If you search social media for the names of the banks, you will be able to see their social media activity and see that not many of them have groups with large memberships. If you track the interest of visitors by “hearts” and likes, as a measure of activity (after all, you need to take some action, and not just study the information and look at the picture), and the number of replies in the topic, then we can note very low activity.

But there are also banks that have a lot of activity in social networks, their activities and users of groups of these banks are very active. It may be worth thinking about the future, which is not far off, for those banks that do not take such actions.

So, content, promotions, involvement of social network users, taking into account their interests - this is the key to success. We actively promote this position in our activities and the result is simply amazing. Social networks are convenient because you can quickly gather a large community in them, using technical means correctly, having good copywriters and a development plan - only 1-2, maximum 3 months and the process has begun! Further, we constantly support and involve new members of your community.

Internet banking

In Russia, Internet banking, the so-called online payments using, are not so common, but how long is it left to wait if this has been working for a long time in almost the entire civilized world?

The use of the Internet as an area for shopping, and not just entertainment, reading and communication, is highly justified because of the speed of action. How convenient is online shopping? First of all, based on the price of the goods - after all, the seller does not have to pay for the rent of the store, decorate the window and other “joys of offline business”, secondly, the speed of searching for goods, and, finally, delivery. It turns out that without leaving your computer, without wasting time, you can quickly and conveniently buy everything you need. And finally, one more quality that is necessary for this wonderful scheme to work - fast, reliable, secure payments! If, according to our partner, the American company ComScore, we are lagging behind .... in general, we are lagging behind by 10-15 years in the development of online commerce and the development of the Internet, will this situation always take place? Given the recent actions of the Government in the field of Internet legislation, I think not. A question of several years - no more. It is a matter of the form and quality of the issued laws and their formulations. Well, it's just a matter of time...

In the meantime, the online payment systems WebMoney and Yandex.Money share the palm for electronic payments in Russia, when PayPal is widespread in the world, which now belongs to an online auction, available for delivery to Russia via ShopoTam. Of course, they paid with bank cards on the Internet, they are paying and will continue to pay!

Some statistics. What did they pay for with bank cards on the Internet according to Chronopay system statistics for 2011.

If you believe the statistics of the same Chronopay, the turnover of banks on the Internet amounted to 217 million dollars.

And here are Yandex.Money statistics:

As we can see, there is activity and not so little.

Mobile banking

What is the difference between a mobile Internet user and others?

In the amount of time that he has to complete transactions. If an Internet user has no time, then a mobile Internet user does not have it at all!

How are actions performed on the mobile Internet and why is it needed at all? To see something "on the run"! It is on the run, being somewhere outside the office, at home and in a calm environment where you can spend enough time to study something. What else is special about the mobile Internet? In the size of the screen and, accordingly, in the "working field". Information should be compressed to the limit and have the most convenient interface so that the user of the mobile Internet can quickly solve his problem. What else is mobile banking convenient for? What does a person always have with him? Of course, the phone! And with the level of distribution of already quite “smart” mobile devices, such as smartphones, mobile banking is becoming a very convenient thing!

Some statistics.

According to the results of NAFI surveys on what payment methods are used by Russians when paying for housing and communal services, telephone, fines, loans, etc., 35% of respondents named payments through an ATM, 35% - a payment terminal, 33% - Russian Post, 15% - mobile phone stores, 8% - store cash desks, 3% - with a bank card via the Internet, 2% - from a mobile phone account, 1% - with electronic money, 1% - Internet banking, mobile banking - 0%.

What does it say? A lot, let's take a look. First of all, about the quality of service, if a person uses electronic money, then their interface is simple - money is transferred at the moment the button is pressed. It is also possible that electronic money users are simply used to them and do not want to give them up. Consideration should be given to the prevalence of bank cards at the moment and the possibility of paying with them, including on the Internet. This is again a matter of time, nothing more.

But going back to the beginning, in order to spread Internet banking, mobile banking, you should be more actively engaged in the promotion of bank brands on the Internet, the features and capabilities of banking services, including doing the simplest and most effective thing - promoting in social networks!

It is no secret that the financial sector is one of the most profitable, but at the same time very competitive niche when it comes to online promotion.

In this article, we will look at bank website promotion options, as well as what can be done to constantly generate applications and hot customers using promotion tools.

Let's start with the main problem

The main task of promoting the bank's website is to generate a flow of applications for loans, deposits and other bank services.

In this article, we will look at:

And now every moment, only in detail we will put everything on the shelves.

1. Sources of visitors

The main sources of visitors that will constantly generate visitors are:

A) Search promotion of the site

For each direction, we select a group of keywords that can give a return.

— Internal website optimization

In order for the site to move normally, you need to correctly optimize the site inside.

- External optimization

The whole process of website promotion step by step with infographics is described in this article:

The process of search promotion is not fast, it usually takes from a couple of months to half a year to achieve a really normal result in the form of an increase in traffic from the search. But as practice shows, in the end it is profitable, compared with other sources of attracting visitors.

Important: use low and medium frequency search terms. It is an order of magnitude easier to get a result with them, and the conversion from a visitor to an application is an order of magnitude higher.

The cost of a click (transition) in the context is not small, but if you approach the site correctly, it gives a good return.

At a minimum you need:

- cover a large core of keywords

- optimize ads

— constantly test the impact and improve ads

Then there will be a normal result, and at least with the help of analytics, you can reduce the cost of transitions.

C) Additional sites

Additional sites are of two types:

- Third party visited resource

For example, many visited financial resources want to earn more, so they either negotiate with the bank directly or use the bank's affiliate program.

The main purpose of the site - a portal with traffic to increase income from the number of applications to banks, and the bank to receive a flow of applications.

— Satellite site tailored for your product

There are thousands of such sites on the Internet. Its main task is to move to the top for good selling words, and generate a flow of applications to the bank or banks.

Usually satellite sites use affiliate programs that pay the best.

Sites like this look like this:

This scheme is called pay-per-action.

Or whatever else they call it. The purpose of such sites is to generate leads for banks. In the end, everyone benefits. As the owners of such sites, and banks.

The bank has a minimum of risk, and the site owner has the opportunity to make more profit and constantly grow.

2. Landing or landing pages

When there is already a flow of interested visitors to the site, it is very important how the landing pages on the site look like.

The page selling the service should be:

- understandable

- explaining

- call to action

A landing page is very important for converting a visitor to an application. It is on the page that the user makes a decision, and the task of such a page is to convince.

Therefore, at least from time to time, you need to test different versions of designs, structures, elements on the site for different sources of visitors. Reveal the best ones and get more bang for your buck for the same stream of visitors.

3. Process Analytics

It is important to constantly analyze the effectiveness of:

- visitor sources

- website landing pages

- quality of visitors

Make timely changes and look at the return. Analytics is an ongoing process that directly affects the return on investment, and the improvement of returns.

4. Reputation management

Reputation management for many banks is the most important process, since the negativity in the network greatly affects the decision-making of potential customers.

Reputation can be managed by:

- in search engines

Usually, when a person has decided or is deciding on the choice of a bank, at least he will look in search engines for what is written about him.

If there are negative reviews on the first page for the name of your bank, then this can significantly reduce the number of applications.

Keywords: services, promotion, internet, bank, advertising.

Modern market relations dictate their own terms of doing business. As Bill Gates said in his book Business at the Speed ​​of Thought, “In the future, there will be two types of companies in the market: those who are online and those who have gone out of business.” This trend has also affected the banking sector. A huge number of projects and programs are implemented using the World Wide Web, but despite the enormous potential of the Internet in terms of attracting new customers, most banks either do not use these tools and methods at all, or use them inefficiently.

Any strategy for promoting services must be based on something. The necessary base will differ depending on the method of promotion and the goals set. Within the framework of this article, we will focus on the following elements, which are the most significant and effective:

1. Landing (“landing page”) is a single page of the site or, in some cases, several pages, the main purpose of which is to convince the user to take some action.

3. Official site. Serves as the main source of information for clients. If the landing page doesn’t “hook” a potential client, with the help of the official website, he can find other services and offers that can attract him.

1. SEO (Search Engine Optimization). The first and key way to promote banking products is to optimize pages for search engines. This method allows you to get interested potential customers who are more likely to order banking services. The principle of operation of this method is shown in Figure 1.

A systematic approach to this method allows you to achieve excellent results using a minimum amount of money. The user himself searches for the service he needs and receives an excellent offer.

In the search results, ad blocks are displayed up to the top pages. As a rule, these are 2-3 links that also answer the user's questions.

In addition to search results, contextual advertising can be displayed on the pages of partner sites of the search engine. For example, such advertising may be contained on a page with text comparing offers of various banks. The client will read the information and will be able to immediately follow the advertisement to the desired site, and then order the service. The main disadvantage of this method is the high cost, especially in competitive niches.

3. Use of affiliate programs. This method opens up a group of new ways to promote banking services on the Internet. Since they appeared relatively recently, competition in this area is at a low level, which means that it is possible to effectively attract new customers.

The essence of affiliate programs is that the services will be promoted not by the bank itself, but by the partner, using the company's database. The Bank can work directly with partners or cooperate with affiliates (intermediaries). The standard scheme for using affiliate programs is shown in Figure 2.

The bank applies to an affiliate or directly to partners with an offer. If an affiliate participates in the chain, then he creates an offer based on his service, which is visible to partners. You can set restrictions, for example, only for those who specialize in financial offers or make the offer available to everyone. For each completed transaction, the affiliate receives a certain percentage.

Further, the partner accepts the offer and begins to use various types of service promotion. The client first gets to the site to the partner, and then to the bank, where the transition is recorded, and statistics are also kept. Statistics are transferred to the affiliate, and the affiliate is already paying money to partners.

Currently, the following trends in the development of these methods can be traced:

1. Gradual narrowing of the segments. The needs of potential customers are becoming more specific. To fully satisfy them, it is necessary to carry out careful monitoring and analysis, as well as provide up-to-date information. For each request, the most comprehensive, useful and up-to-date information should be provided. This will provide a very strong competitive advantage.

2. Strengthening interactions. The live impact of bank employees on potential customers has the strongest impact. It often happens that the client simply does not understand the offer of the bank, therefore, refuses it or postpones the decision-making time. Live communication allows you to solve a number of problems. However, not every company can afford to keep the staff associated with these tasks.

3. Increased interactivity and minimalism. This area of ​​Internet marketing is becoming more relevant than ever. On the Internet, users make decisions much faster. If the offer fails to hook them quickly, they will simply close the window. Therefore, it is important to convey information as accessible as possible, simply, briefly and interestingly. Various media files, as well as figurative and visual forms of content, do an excellent job with this task.

Promotion of banking services on the Internet will be as effective as possible only if a systematic approach is used. All methods proceed from a strong interconnection of all elements. A bank's online promotion specialist must have a deep knowledge of the entire area in order to ensure maximum efficiency of the entire system. In addition, it is necessary to be based on the needs of customers. All the considered methods can be conditionally called Internet marketing tools, and marketing, especially modern, involves the fullest possible satisfaction of needs. For these purposes, it is necessary to carry out careful segmentation, since the tools suggest such a possibility.

List of sources used

1. Gates B. Business at the speed of thought. / B. Gates. - ed. 2nd, Spanish - M: EKSMO-Press. - 2001 - 480 p. – ISBN 5-04-006117-X
2. Ermolova N. Promotion of business in social networks / N. Ermolova. – Moscow: Alpina Digital. - 2013 - ISBN 978-5-9614-2280-1
3. Zhivenkov K. Effective advertising in Yandex.Direct / K. Zhivenkov. - Moscow: Mann, Ivanov and Ferber. – 2015 – ISBN 978-5-00057-604-5
4. Rebkhen B. From clicks to sales / B. Rebkhen. - Moscow: Mann, Ivanov and Ferber. – 2014 – ISBN 978-5-00057-205-4
5. Development of electronic banking services. Reznik I.A. dissertation abstract for the degree of candidate of economic sciences / St. Petersburg University of Economics and Finance. St. Petersburg, 2008

Scientific article on the topic “Modern ways to promote banking services on the Internet” updated: March 13, 2018 by: Scientific Articles.Ru