Agricultural lending is a highly competitive business. There are established banks in the market, as well as lots of new online lenders trying to sell their services to farmers and ranchers. First Financial Bank is uniquely situated with experienced loan officers who have ranching and farming (both row crops and poultry) expertise, in addition to their long history in agricultural lending. So how do they get their messages out, in front of the right people – and rise above the noise?
The key was providing interactive and educational content that prospective and current customers are looking for online. The idea was to make it more of an “experience” for the visitor – not just a passive page.
We researched to identify the target audiences’ areas of interest and used it to develop interactive and informative content, such as quizzes, process charts, downloadable guides/checklists, calculators, and assessments. Some examples developed for different audience segments within the general agricultural audience include:
Paired with educational and marketing copy for the landing pages, engaging calls-to-action, notifications to appropriate lending team with automated follow-up nurture streams. This content not only provides useful information to farmers and ranchers, but also helps convey the FFB teams’ expertise in agriculture and lending – in a way that is engaging and informative.
Through the Discovery process, including competitive analysis, we were able to identify the themes, topics and keywords of interest each of the types of prospects found of interest. Leveraging that work, we researched and developed copy, crafted and designed downloadables, developed the interactive content and paired the built-out elements in the CMS with calls-to-action, lead capture and email marketing automation.