Pub. 11 2016-2017 Issue 2

www.nebankers.org 28 Extraordinary Service for Extraordinary Members. M ANAGING ALL THE COMPONENTS OF MARKETING CAN be challenging; however, banks that are success- ful at marketing are successful in their commu- nities. Here are several items of importance all marketing professionals should be familiar with: 1. Doesyourbankwebsitehavearesponsive web design (RWD)? RWD is an approach to web design aimed at developing a site that provides an optimal viewing and interactive experience. Your site should be easy to read and nearly seamless to navigate with a minimum of resizing, panning, and scrolling across a wide range of devices such as mobile phones, tablets, laptops, and desktop computers. To see if your website is responsive, go to www.google.com/ webmasters/tools/mobile-friendly. 2. Show people you are open for business by placing your bank’s details on Google My Business. In doing so, your business hours, phone number, and directions to your bank will appear on Google Search and Maps. Your next customer could be a click away! It’s free and easy to set up and use. Go to www.google. com/business. 3. Every community bank should have brand standards. Brand standards tie together the look and feel of all your marketing materials. Your brand standards should include your bank’s signature colors and appropriate logo usage, as well as show the improper use of your company logo. The fonts used in your marketing fliers and materials also should be discussed. Many brand standards also discuss the proper use of a company logo on clothing, and Donna Harden, Midwest Independent Bank