ABA Banking Journal
No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
SUBSCRIBE
ABA Banking Journal
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
No Result
View All Result
No Result
View All Result
ADVERTISEMENT
Home Retail and Marketing

Capitalizing on Trust: How to Build Social Selling Into Your Marketing Stack

May 4, 2021
Reading Time: 2 mins read
Capitalizing on Trust: How to Build Social Selling Into Your Marketing Stack

photo credit: Karsten Winegeart

By Lisa Gold Schier

In speaking with friends, co-workers and bankers, I have come across many reasons why more of us are not effectively using social media: not enough time, concerns about compliance and lack of knowledge top the list.

In banking, we are the relationship builders, the trusted sources and the personal interaction—whether in-person or via social, video, chat or other mediums. So how do we bridge the gap between in-person and digital interactions? How do we display our personality digitally while balancing compliance concerns? How do we personalize digital outreach and engagement through curated content and social media channels in order to educate customers and engage new prospects?

Banks’ retail customers and business clients expect personalized experiences. Using social media in a compliant way for bankers to engage with customers and differentiate themselves from the competition. According to Denim Social, ABA’s endorsed social media management platform, building a personalized and human digital experience is key, and the best place to start doing it is on social media. Informative and educational content is a fantastic entry point into a digital journey, as it starts by engaging prospects and building trust.

People trust people, and banks that have individual employees actively using social media on behalf of the bank’s brand are seeing results. Even when sharing the same content, on average employees see a click-through rate twice as high as their company’s own social channels see, according to LinkedIn. Two-thirds of consumers surveyed by the Harris Poll say they are likely to purchase an item or service they see on their social feeds.

Here’s a simple process to make social selling work in a bank context:

  • Marketing teams easily curate and share educational, compliant content in a pre-approved digital library.
  • Then employees access the approved content and share through their own, personal digital channels.
  • Approval workflows and compliance checks along the way ensure the posts meet both the bank’s compliance and branding requirements.

Employee posts are a complement to, not a substitute for, paid social media, which enables marketers to create and target paid ads specific to demographics, geography and more. Imagine creating educational content for a demographic of first-time homebuyers. Your loan officer shares savings tips, homeownership information and educational content on their social channels, establishing expertise and developing relationships along the way. Paid ads ensure the right homebuyers see the content.

According to IBM, when a lead is generated through social selling or employee advocacy, that lead is seven times more likely to close compared to other lead gen tactics. Through this digital relationship, your loan officer has engaged in social selling and is reaching new markets—all without leaving the comfort of their home, their office or (these days) their home office.

Lisa Gold Schier is an SVP at ABA, where she leads the ABA Endorsed Solutions team and business innovation.

ADVERTISEMENT
Tags: Social mediaSocial selling
ShareTweetPin

Related Posts

BAFT releases report on best practices, guidance for ISO 20022 migration

ABA offers fixes for small-business lending data collection rule

Commercial Lending
July 18, 2025

In a letter, ABA said it is pleased with the CFPB's proposal to revise its small-business lending data rule and offered several recommendations to reduce the compliance burden for banks.

ABA points to role of regulators in discouraging bank engagement in digital assets

ABA, associations urge OCC to postpone crypto firm applications for bank charters

Newsbytes
July 18, 2025

ABA joined four banking and credit union associations in raising concerns about a push by digital asset firms to establish national trust banks, saying there are significant policy and legal questions as to whether the applicants' proposed business...

ABA, associations urge lawmakers to finalize deal on debt ceiling

House passes bills on stablecoins, digital assets, CBDCs

Cybersecurity
July 17, 2025

The House voted in favor of two bills to create a regulatory framework for payment stablecoins and digital assets. House members also voted in favor of a separate bill to ban the Federal Reserve from issuing a CBDC.

How customer primacy drives value in 2025

How customer primacy drives value in 2025

Retail and Marketing
July 17, 2025

Shifting consumer behavior and increased competition redefine what it means for banks, but the payoff can be great.

ABA urges FCC to combat illegal call spoofing

ABA urges FCC to impose call authentication requirement for non-IP networks, mandate IP transition

Compliance and Risk
July 16, 2025

ABA joined six trade associations in urging the FCC to adopt a proposal to create a new call authentication requirement designed to limit criminal access to the U.S. calling network.

Capturing These Three Data Types Can Transform Your Fraud Monitoring

ABA Fraudcast: How the ABA Foundation helps banks protect their customers

Compliance and Risk
July 16, 2025

As more older Americans are major targets for criminals, Safe Banking for Seniors is an effective program to inform and defend against targeted scams.

NEWSBYTES

ABA offers fixes for small-business lending data collection rule

July 18, 2025

ABA DataBank: Retail sales rebounded in June

July 18, 2025

CFPB to keep notification procedures for state enforcement of consumer law

July 18, 2025

SPONSORED CONTENT

Navigating Disruption in Ag Lending – Why Tariffs Are Just the Tip of the Iceberg

Navigating Disruption in Ag Lending – Why Tariffs Are Just the Tip of the Iceberg

July 1, 2025
AI Compliance and Regulation: What Financial Institutions Need to Know

Unlocking Deposit Growth: How Financial Institutions Can Activate Data for Precision Cross-Sell

June 1, 2025
Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

April 25, 2025
Outsourcing: Getting to Go/No-Go

Outsourcing: Getting to Go/No-Go

April 5, 2025

PODCASTS

The future of careers in risk and compliance

July 17, 2025

Breaking down the bank-related provisions in the big budget bill

July 10, 2025

Podcast: Inside ABA’s new Treasury Check Verification System API

June 25, 2025
ADVERTISEMENT

American Bankers Association
1333 New Hampshire Ave NW
Washington, DC 20036
1-800-BANKERS (800-226-5377)
www.aba.com
About ABA
Privacy Policy
Contact ABA

ABA Banking Journal
About ABA Banking Journal
Media Kit
Advertising
Subscribe

© 2025 American Bankers Association. All rights reserved.

No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive

© 2025 American Bankers Association. All rights reserved.