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Two large bank brands faced local marketing challenges common to financial services brands, as well as their own unique challenges around data and listings accuracy. One is a National Banking and Investment Service serving high net-worth and commercial clients across 8 states; the other a Regional Bank with 800 branches in 10 states. As different as they are, each ultimately needed a scalable, full-service solution to ensure their locations were everywhere they needed to be online to win over customers in their moments of banking services need.
The lack of a cohesive, compelling local search presence was a common pain point for these two distinct financial brands. Data accuracy and compliance are critical, yet like many finance brands, each struggled to combat the misinformation, incomplete listings and inaccurate location details that arise from many inconsistent data sources. Regular hours of operation and services offered varied by location, and both brands had a need to provide consumers with immediate, accurate information during events such as weather-related closures.
The National Banking and Investment Service needed a way to differentiate its full-service center locations from its individual specialty service locations, all within a single locator experience.
The firm had tried using a session-based locator, but as there was no SEO, it put the brand at a huge competitive disadvantage in search.
The Regional Bank needed to gain control of its immense volume of often incomplete or incorrect location listings on Google and Bing. This lack of a consistent and comprehensive search presence had translated to poor listings accuracy, search engine distrust in the brand’s data, and under-performing search rankings and traffic.
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