Each month we put the spotlight on a customer who’s fully embraced digital transformation. We’ll share stories of financial services industry professionals who are using digital (social, websites, email and/or compliant texting with mobile calling) to be more productive, build deeper relationships and increase business, as well as those of distribution, marketing, compliance and IT leaders who successfully led or participated in digital initiatives.
I ran into Marty Garrity, a Regional Sales Manager for Citizens Bank in the Midwest, at the Citizens Bank sales rally in Boston. With success after success, he got to be a big fan of using social media, coaches his team to use Hearsay Social and spreads the word within Citizens Bank to other loan officers that social is a great way to engage with their networks and drive real leads.
Marty went on to tell me about his ‘10 Commandments for Social Media’ and why he tells everyone at Citizens they’re missing the boat if they’re not actively using Hearsay Social. Instead of our usual Q&A format, I had him share this for a twist on our usual customer spotlight. I think you’ll get to know something about Marty and his passion for social selling just by reading! So without further ado…
Marty Garrity’s 10 Commandments for Social Media, for Citizens Bank Loan Officers
- Schedule posts for the future, and use Dynamic Campaigns to save time! You don’t have to be on social media all day, every day. Hearsay allows you to schedule a post for a future date and time, so you can spend 10 minutes on a Monday and get all your posts for the week set up. Or just hit one button – Subscribe – to let marketing’s campaigns around a specific topic automatically post for you on an ongoing basis. (Note to our loan officers: you will all have access to this soon so don’t miss out!)
- Submit original content pieces that you like and want to share with your connections too. Go the extra mile to find content you know will resonate with your prospects. Compliance will need to pre-approve but it’s easy with Hearsay’s built-in tools.
- Be selective with content from the corporate content library. Don’t just use everything in the content library. You know your client base! Pick and choose what you know will be of interest to them.
- Hearsay is our shield. USE IT! Don’t go rogue and use social media outside of the Hearsay Social tool. It’s our proof to Regulators that our team does things compliantly. This is important to Loan Officers specifically because most banks don’t want their Loan Officers on social media at all.
- Use social media as a sales tool with referral sources. Loan Officers can use this “cool” tool for discussions with referral sources to educate and encourage them to find ways to use social media.
- Measurement can be difficult, but there’s good anecdotal proof that it works. We may not always know if social media is effective or not, but I can validate there are people I have never met who have spoken up after a conversation and said ‘I see you on Social Media all the time.’ That gives me instant credibility. Likewise, over my aggressive 2+ years of using Social, I sometimes get a message from people I have never approached before.
- Be a leader. If all you do is Like and Share on social media, you don’t appear as the Author. I see these people as followers more than leaders and some clients will make the same distinction.
- Be in control of your personal brand. When you engage in social media, you build a personal brand. What brings more value than being in control of how your prospects and clients see you?
- Take advantage of the training provided. Hearsay and our admin team provide excellent training and premier services so no Loan Officer is left behind. If you’re uncomfortable with social media, take the time for training! There are so many things that will make it worth your time (see 1-8).
- Hearsay Systems will just continue to get better and better… don’t get left in the dust.
The Citizens Bank marketing team that creates the content and manages the Hearsay program has also done a stellar job. They’ve created some of the most compelling content in the industry with an average engagement rate of 1.8% across their organization from over 14,000 publishes last year. This is not an easy feat.
The pairing of engaged loan officers and efficient, creative marketers at Citizens make their success. Well done and thank you for sharing, Marty!
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