How to attract clients to the bank?

Banking services are in demand by everyone. Stable work of credit and financial institutions is important for the development of private enterprises, it is necessary to protect the savings of citizens. Therefore, in many cases, it is the client - in the status of an individual or a corporation - who is primarily interested in interacting with the bank. However, the sphere of credit and financial services is among the most highly competitive. Banks, despite their critical role, must fight for their customers. This task is especially urgent for new credit and financial organizations. How to attract clients to a bank in a highly competitive market?

The strategy of interaction of financial institutions with consumers is determined by the following main factors:

  • client status (individual, corporation);
  • segment of credit and financial services (loans, deposits, settlement and cash services);
  • the effectiveness of the communication tool with the consumer (usually these are various advertising channels).

Let's study in more detail how banks can attract customers in practice, taking into account the factors noted above.

Civil liability

Let's start with the peculiarities of the interaction of credit and financial institutions with individuals. The main services that are in demand by ordinary citizens are loans and deposits. In the first case, the client will expect from the bank an optimal combination of two approaches: to assess the solvency when considering loan applications, as well as to determine the amount of bank interest. An ideal scenario in the eyes of citizens: minimum requirements for documents and financial position at low rates for servicing a loan.

It is clear that there are very few banks that are ready to meet such expectations. Even a financial institution that has just entered the market will not operate at a loss, offering services on a “dumping” basis. But the bank always has the opportunity to increase the competitiveness of its offers through additional options. For example, it can be a long "grace period" (the period during which interest on the loan is not charged) on "credit cards". Another option is the provision of additional bonuses and discounts on plastic cards under agreements with other businesses (retail, restaurants, entertainment establishments, mobile operators).

With regard to deposits, the most important criterion for a client is the reliability of the bank. In this sense, it is especially difficult for new credit and financial institutions. In assessing the level of the bank's reliability, citizens are often very conservative. However, new players in the financial market still have ways to attract depositors. And this is far from only high interest rates on deposits - they, as in the case of the corresponding option for loans, the institution will not be able to withstand for a long time outside the average market ranges. If a bank is able to provide high-quality services to a company in one segment, then it will have an excellent chance to conclude profitable agreements in other areas of activity.

In business circles, word of mouth works just as well as in the civilian environment. And if the new bank has proven itself well in cooperation with one enterprise, then almost certainly the entire market will soon learn about it. There will be more clients from this.

To be heard

In any segment of business, including banking, finding attractive conditions for the client is half the battle. It is very important to correctly convey to your audience information about the benefits of services. What are the most effective channels today?

It is probably not a sensation that online tools are now among the most powerful. SEO optimization, contextual advertising in its various forms, viral videos, SMM - all this works very effectively.

There are two main strategies for online business positioning - branding and performance. These terms have not yet received Russian analogues, since even in the West they have emerged quite recently. The essence of branding is to let the client know that an ambitious new player has entered the market. Therefore, this strategy is perfect for banks that have just started their activities.

The main task of branding is to familiarize as many potential clients as possible with the new financial institution. It is not difficult to do this by placing banner ads on the start pages of visited portals, well-known catalogs, popular groups in social networks.

Once the branding stage has been successfully implemented, the bank can embark on a performance strategy aimed at selling specific types of financial services targeted at a particular audience. For example, if it is planned to promote loans for repairs, then you can organize displays of banners or contextual advertising on sites, forums and social media pages that are visited by people interested in interior design and construction.

Traditional channels of promotion - TV, radio, print magazines - are of course also relevant. Especially when it comes to branding: the size of the audiences of the promoted publications is comparable to the traffic indicators of the largest sites.

Regardless of the chosen promotion channel, the bank needs to pay special attention to the relevant content - texts, photographs, videos, pictures, slogans. Otherwise, the result will not be achieved. There are often cases when, with a smaller advertising budget, high-quality and well-developed content has a significantly greater effect than with an impressive financial investment in the campaign. This pattern is especially relevant for highly competitive segments, which include banking.