Independent Banker - August 2020 - 26

PORTFOLIO
Strike the right tone
in a time of crisis
Marketing
During a moment of turmoil, customers
expect appropriate messaging. If
marketing feels crass or poorly timed, it can push them
away or hurt a bank's reputation. Here's what you can
do to hit the right tone. By Cheryl Winokur Munk
hether it's COVID-19, protests against a police killing,
a natural disaster or any other crisis, striking the
right tone in emails, blogs and social media posts can be a
challenging, yet critically important task for any bank.
Here are some tips for producing appropriate, respectful,
26 Q ICBA Independent Banker Q August 2020
W
helpful and caring content.
A crisis isn't the time to be peddling products; community
banks should aim to be seen as helpful, not opportunistic,
says Ben Pankonin, cofounder and CEO of Social Assurance
in Lincoln, Neb., which provides compliance software, social
and digital marketing services to fi nancial institutions.
Tone matters. It's fi ne to broadly highlight a few types of
products your bank off ers, but your communication needs
to be part of an overarching message showcasing that the
bank helps customers with whatever their fi nancial needs
are, Pankonin says.
Photo by Amy Covington/Stocksy

Independent Banker - August 2020

Table of Contents for the Digital Edition of Independent Banker - August 2020

Table of Contents
Independent Banker - August 2020 - Intro
Independent Banker - August 2020 - Cover1
Independent Banker - August 2020 - Cover2
Independent Banker - August 2020 - Table of Contents
Independent Banker - August 2020 - 2
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Independent Banker - August 2020 - Cover3
Independent Banker - August 2020 - Cover4
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