Paid search to support visibility in search engine results
As part of this marketing retainer, ZAG took over management of Patriot Bank’s paid search marketing from another agency. Upon initial engagement, ZAG made updates and enhancements to minimize low-quality clicks and maximize the bank’s budget. By the third month, there was a 24.75% increase in pages viewed per session, as well as substantial increase in tracked goal completions – illustrating an improvement in overall traffic quality to the website from paid search. To further demonstrate campaign success, cross-domain tracking was implemented to provide an overview of the full marketing funnel experience, from ad click through application completion.
Email marketing to engage customers and nurture relationships
Using a third-party email platform, ZAG also supports Patriot Bank’s email marketing efforts to promote timely topics and priority products. Writing email content and selecting campaign imagery, ZAG uses pre-defined templates to build, test and schedule emails. The result is above industry-average open rates (24% vs 14.25%*), as well as post-email CTA clicks and other meaningful activity on the website.
Educating key audiences with financial literacy content
Helping appeal to select audiences and guide consumers along the decision-making journey, Patriot Bank leverages articles and infographics from ZAG’s financial literacy library. Customized to the brand and the bank’s products, this library of content supports the bank’s online thought-leadership, while empowering consumers and strategically promoting and positioning banking products and services.
Performance reports and data studio dashboards
Providing an overview of social media, paid search and email marketing efforts, Google Data Studio reports and dashboards were created allow for easy and efficient measurement of KPIs. As observations are made and trends are identified, strategies and tactics are optimized for improved performance – allowing for a positive ongoing partnership that will continue to yield results for Patriot Bank.
*source: Constant Contact (2021)