When First Savings Bank wanted to go beyond “good enough” with their marketing efforts, they turned to us. Known for offering stellar personal and business accounts, they needed a boost to differentiate themselves in a crowded market.
Our goal? To help them open 463 new accounts and achieve a 20% lift in customer acquisition. Spoiler alert: we did that – and so much more.
the challenge: standing out in a saturated market.
First Savings Bank had been doing well, but that wasn’t enough for their standards. In a financial world where competition is fierce, they struggled to make their brand stand out. Their existing marketing was solid but lacked the punch needed to reach the next level of growth.
That’s where we stepped in.
We saw an opportunity to elevate their strategy with bold, high-performance ads that would resonate with their target audience. We carefully considered their customers’ geographic locations, buying patterns, and lifecycle stage to craft a strategy that would grab attention and convert leads into customers.
the big dream: building a marketing funnel that crushes it.
First Savings Bank had clear goals: open 463 new accounts and achieve a 20% increase in customer acquisition. But we didn’t just want to meet those goals; we aimed to exceed them.
the strategy: focusing on what makes first savings bank special.
To kick things off, we honed in on First Savings Bank’s unique products, including Kasasa Cash Back, Kasasa Cash, and Kasasa Eats. Keep in mind, these weren’t your run-of-the-mill banking products – they were different, and we knew that was our ticket to success.
We opted for an omni-channel marketing strategy, casting a wide net to capture more leads across multiple platforms, from Google Search to Facebook, Instagram, and programmatic digital display platforms. Our ads were tailored to speak the language of First Savings Bank’s ideal customers and highlight what set the bank apart.
phase one: research, research, research.
Before launching, we dove deep into research. We explored the target audience, analyzed the competition, and fine-tuned the messaging to ensure it hit home. The goal was simple: make sure every word and image spoke directly to the people who’d care the most about First Savings Bank’s offerings.
phase two: launching across multiple channels.
With our research in hand, we rolled out campaigns across Google Search, Instagram, Facebook, and programmatic display ads. The results? They far surpassed the goals.
And those account numbers? We exceeded the original goal of 463 new accounts, closing with 638 new accounts by April 1st, 2024. That’s a 27.5% lift in customer acquisition, well above the projected 20%.
The high click-through rates (CTR) on paid search campaigns showed us that our ads were not only seen but genuinely resonated with the audience. And when you combine that with strong engagement across social platforms like Facebook and Instagram, it’s clear the strategy worked.
why it worked.
By zeroing in on First Savings Bank’s strengths, we were able to create ads that didn’t just attract attention but actually convinced people to open accounts. Kasasa Cash Back, Kasasa Cash, and Kasasa Eats are unique products, and by showcasing them in a way that felt personal and relatable, we helped drive real results.
to wrap things up.
At the end of the day, our partnership with First Savings Bank was a major success. Not only did we help them hit their goals, but we also positioned them for continued growth in a tough market. By leveraging their unique product offerings and engaging the right audience at the right time, we helped them exceed expectations and stand out from the competition.
SEO (Search Engine Optimization) is a term that gets thrown around a lot in marketing, but for financial services? It’s more like the unsung hero of digital strategies. In a world where people are looking for the best credit union, mortgage lender, or banking app with just a quick Google search, SEO is the key to making sure your financial institution shows up when (and where) it matters most.
So, let’s break down why SEO is crucial for financial services marketing and, more importantly, how Threshold can give your SEO a boost—because we’re not just about keywords, we’re about driving real, measurable results.
seo builds trust in the financial world.
Let’s be honest—trust is everything in financial services. People need to know they can rely on your institution to handle their money, savings, loans, and more. And when it comes to digital trust, Google is often the gatekeeper. A high-ranking search result sends a signal to potential customers that your business is reputable, credible, and safe.
But it’s not just about landing on page one (although that’s important). It’s about being there consistently with relevant, informative content. Your SEO strategy should focus on positioning your institution as a trustworthy source of information on financial products, services, and solutions. And that’s where Threshold comes in. We design digital marketing strategies and websites that are built on solid SEO foundations, ensuring your institution stands out in a sea of competition.
local seo = local customers.
Most people looking for financial services want something close to home. Local SEO is essential for financial institutions that want to capture customers in specific areas. Think of people searching for terms like “best credit union near me” or “affordable mortgage lenders in [city].” Local SEO helps you show up in these searches with relevant, geo-targeted content.
Here at Threshold, we specialize in local SEO that drives nearby customers to your digital doorstep (and eventually, your physical one). From optimizing your Google Business Profile to adding localized content to your site, we know how to make sure you’re visible to the people who matter most—your local community.
SEO for financial services isn’t just keywords.
Sure, keywords are a big part of SEO. But for financial institutions, it’s more about intent. People searching for financial products aren’t just browsing—they’re looking to make decisions. That means your content needs to provide value right away. Are you answering their questions? Solving their problems? Helping them compare products?
With SEO strategies tailored for financial services, you can create content that not only ranks well but also speaks directly to your customers’ needs. Whether it’s blog posts explaining the difference between fixed and variable interest rates or landing pages breaking down your loan application process, Threshold helps craft content that converts—not just content that ranks.
mobile-first SEO is a must.
Everyone’s searching on their phones these days—especially when it comes to financial services. Whether they’re checking interest rates on the go or looking up a nearby ATM, customers expect a seamless mobile experience. That means your website needs to be fast, mobile-friendly, and easy to navigate if you want to rank well in search engines.
At Threshold, we don’t just build websites—we build mobile-optimized sites that Google (and your customers) love. Our web development team works alongside our SEO experts to ensure every page of your site loads quickly and looks great on any device. Plus, we stay ahead of Google’s mobile-first indexing practices, so you’re never caught off guard.
compliance, compliance, compliance.
SEO for financial services comes with a unique challenge: compliance. You can’t just throw out content full of keywords and call it a day. Financial institutions are subject to strict regulations, and your SEO strategy has to reflect that. Everything from your website copy to your blog content needs to meet compliance standards without sacrificing creativity or readability.
Threshold understands the fine line between SEO and compliance. We know how to create compelling, optimized content that meets regulatory guidelines while still engaging your audience. No keyword stuffing here—just clean, clear content that serves both your customers and the law.
analytics and reporting: know what’s working.
SEO isn’t a one-and-done thing. It requires constant tweaking and adjustments based on performance. How do you know if your SEO efforts are paying off? That’s where analytics come in. From tracking keyword rankings to analyzing website traffic, you need to know what’s working and what isn’t so you can refine your strategy.
Threshold takes the guesswork out of SEO with data-driven insights. We monitor and optimize your campaigns, providing regular reports on traffic, engagement, and conversions. You’ll know exactly where your SEO strategy is hitting (and where it needs some fine-tuning) to keep improving your rankings.
let’s boost your seo game.
At the end of the day, SEO is about one thing—getting more eyes on your financial institution. And not just any eyes, but the right ones: people looking for the services you provide. With SEO baked into everything we do, from website development to digital marketing campaigns, Threshold ensures that your financial institution ranks where it matters most.
Want to know how we can take your SEO to the next level? Let’s chat—because we’ve got the strategies that get results. Your customers are searching—make sure they find you first.
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold social channels, blog content, and SEO maintenance. She also aids in digital marketing strategies as a part of the activation team, focusing on setups and optimizations of campaigns ranging from organic social media to paid display, and all the fun bits in between.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her two dogs, Miska and Noodle, & two cats, T’Challa and Ada.
People often ask me, what are we trying to accomplish at Threshold? I field this question from a lot of varied parties – from larger agencies to clients to PE, just about everyone asks and it’s an easy question to answer (now). When you look at our Vision, Mission, and Values, we have set a course to crash with the fundamentals of marketing deliberately.
It’s everyone’s belief that there are three principles to service delivery: there’s fast, there’s high quality, and there’s cheap. Common belief is that you can choose two of the three and that’s where concentric circles align.
we’re flipping the service model.
We are on a mission to change that belief; it’s our goal to deliver all three things to our clients. Our strategy has been and continues to be to focus on specific industry niches that make us specialists in that area. We focus on full service marketing to deliver results to our clients who lack the resources to do the marketing and lead generation they really want to do. They are strapped for people, for time, for money, and much more and they need a partner that gets them.
Our first industry was real estate (really apartments) and then we moved into financial institutions (banks and credit unions). These are core to how we operate and by keeping a laser focus on our approach, we are able to deliver on our vision which is to “Make everyone rethink what they expect from marketing” and our mission to “Deliver remarkable results by constantly breaking the barriers of affordability, quality, and timeliness.”
intense industry focus = our sweet spot.
So how do we accomplish this and what separates us from the pack? The main thing is that by focusing on specific industries, it allows us to hone in on our processes, people, pricing, tech stack and all things that help us be more efficient with our work.
For example, we have been designing and delivering websites for over 10 years. The last few years, we started testing a monthly payment model and a delivery system that allowed us to deliver websites faster and better. Our approach and desire to meet all three goals drove that outcome and I’m excited about what our THeam has done and how they continue to innovate to deliver incredible websites to everyone we serve.
We started our journey in the real estate industry, mostly focused on apartments (student housing, conventional, active adult, BTR, and more) and then moved into community financial institutions which have very similar needs. Those industries will continue to expand as we explore others that fit our model and we feel confident about success with the client base and for us.
faster, better, and obsessed with results.
In our Digital department, we have been told by new clients that one reason we continue to earn new business is the speed at which we deliver new campaign launches. We have heard some clients being asked to wait 30+ days for new campaigns to be delivered. Now – if you are a property manager needing leases or a bank or credit union that’s looking for deposits, can you imagine needing to wait that long? Me neither. While speed to market is critical, our results outperform industry benchmarks regularly. But we don’t stop there; we measure against client benchmarks and our own benchmarks which are more stringent than normal digital benchmarks. As we do this, we report on them to our clients and we beat additional benchmarks regularly to make sure our clients are validating their marketing dollars.
By specializing and focusing and constantly pushing our THeam to be better, use new technology, and use the intelligence available to them, we launch campaigns in 10 business days or less (on average). While search can launch faster, our typical delays are due to approvals for creative or compliance, but other than that, our clients are not waiting on us to start getting the traffic they need to succeed.
raison d’être.
Our competitors come in all shapes and sizes; from agencies to internal marketing shops to software companies that sell marketing when it’s not their core offering. We provide the trifecta for our clients to separate us and the user experience and lead creation leads the way.
Our clients, their marketing efforts, and their success are not an afterthought, but our raison d’être. And THAT is what we are accomplishing at Threshold.
Let’s face it—running marketing campaigns can feel like a never-ending juggling act. Between managing multiple platforms, tracking KPIs, and trying to keep your messaging on point, things can get chaotic fast. Enter marketing automation—the magic wand that can take your campaigns from “eh, okay” to “wow, that was seamless!”
So, what’s the deal with marketing automation, and how can it streamline your campaigns for maximum efficiency? We’re breaking down the latest trends, plus showing you how Threshold’s marketing services can do all the heavy lifting without breaking a sweat (or revealing all our secrets).
AI-powered personalization: make it feel human.
Automation doesn’t mean robotic. In fact, with the right tools, it’s the opposite. Thanks to AI, you can deliver ultra-personalized messaging to your audience without having to craft a custom email for every single person. AI algorithms can analyze user behavior, segment audiences, and send targeted messages that feel like they were written just for them.
But here’s the trick: personalization is great, but it has to stay on-brand and relevant. We’ve cracked the code on balancing AI-driven insights with brand authenticity to make sure you’re not just automating for automation’s sake.
omnichannel campaign management: keeping it together.
Running campaigns across email, social media, search, display ads, and whatever new platform pops up next week? Same. The challenge is keeping it all cohesive, but automation tools now allow you to manage omnichannel marketing like a pro.
You can coordinate all your campaigns from a single platform, ensuring consistent messaging and branding everywhere your customers interact with you. It’s like having a conductor for your marketing symphony (and let’s be real, who doesn’t want their campaigns to sound pitch-perfect?).
At Threshold, we harness top-tier marketing automation tools to keep everything running smoothly across channels—no more missed opportunities or miscommunications.
lead scoring & nurturing: focus on the right leads.
Not all leads are created equal. Some are hot, some are warm, and some are colder than your coffee an hour after you made it. With automated lead scoring, you can prioritize high-intent leads, ensuring your sales team focuses on the ones most likely to convert.
But it’s not just about scoring—lead nurturing is where the magic happens. Automated workflows keep potential customers engaged with personalized content based on their behavior and preferences, warming them up until they’re ready to take action. No more chasing cold leads down rabbit holes.
And yes, Threshold has a lead nurturing system that makes the process as easy as pushing a button (okay, maybe a few buttons—but it’s super simple).
data-driven insights: know what’s working (and what’s not).
Here’s the beauty of marketing automation: it doesn’t just run your campaigns—it also gives you deep insights into what’s actually working. With real-time data at your fingertips, you can adjust your strategy on the fly, rather than waiting until after a campaign ends to realize something went sideways.
Analytics dashboards allow you to track open rates, click-through rates, conversions, and more across all your channels. The key here is using that data to continuously optimize—and trust us, we’ve got a few tricks up our sleeve for making sense of the numbers.
automated reporting: save time, look good.
Does anyone really enjoy pulling together marketing reports? Didn’t think so. With automated reporting tools, you can set up regular, detailed reports that get sent straight to your inbox without having to lift a finger. You’ll get all the insights you need to present to your team (or your boss), and—bonus—you look super organized without the hassle.
We know, sounds amazing, right? Threshold clients enjoy the luxury of customized, automated reporting that helps them stay on top of their campaigns with minimal effort.
ready to streamline your campaigns?
Look, marketing automation isn’t just a buzzword—it’s the key to making your campaigns more efficient, impactful, and, let’s be real, a lot less stressful. Whether you’re dealing with hundreds of leads, managing multiple campaigns, or just trying to keep your messaging consistent, automation can help you streamline everything from start to finish.
At Threshold, we specialize in using cutting-edge marketing automation to help our clients maximize efficiency, boost conversions, and get more done in less time (without compromising on quality). Want to know exactly how we do it? Well, you’ll just have to see for yourself. Reach out, and let’s get those campaigns running like a well-oiled machine.
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold social channels, blog content, and SEO maintenance. She also aids in digital marketing strategies as a part of the activation team, focusing on setups and optimizations of campaigns ranging from social to display, and all the fun bits in between.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her two dogs, Miska and Noodle, & two cats, T’Challa and Ada.
First Savings Bank is a leading financial institution offering personal accounts, business accounts, and top-notch solutions for people who care about their money. While their marketing machine was getting the job done, they wanted to do more than just “okay.” That’s where we came in.
They hired Threshold with the goal of opening 463 new accounts and achieving a 20% lift in customer acquisition. Starting in May 2023, we launched targeted campaigns across Google Search, Facebook, Instagram, and programmatic digital display platforms for First Savings Bank. The campaigns leveraged the unique selling points of First Savings Bank’s products, including Kasasa Cash Back, Kasasa Cash, and Kasasa Eats accounts.
The campaign yielded impressive digital marketing and account growth results that transcended expectations.
the problem to solve.
Their previous marketing campaign was good but not good enough. First Savings Bank struggled to differentiate itself in a market saturated with competition. Our goal was to use punchy, high-performance ads that spoke directly to their target audience. We took geographic location, buying patterns, and the customer lifecycle into account when engineering their ad strategy.
the dream.
To build an unstoppable marketing funnel that would accelerate growth well ahead of schedule. We aimed to hit their goal of 463 accounts and a 20% increase in customer acquisition, then go a little further.
the strategy.
Our goal was to hone in on First Saving Bank’s unique selling propositions, like Kasasa Cash, and effectively communicate them to the target audience. We opted for an omni-channel marketing strategy to cast a wider net and bring home more leads.
phase one.
We focused on emphasizing the brand’s innovative products like Kasasa Cash Back, Kasasa Cash, and Kasasa Eats to differentiate them in the market. We tailored the messaging to align with the target customer and “speak their language.” Phase one was consumed with research, research, and more research before launching the campaign.
phase two.
Next, we implemented our research across multiple channels, including paid search, Instagram, and Facebook. We used our signature ad strategy to produce results that exceeded the campaign’s goals.
the results.
For First Savings Bank, we did what we do best — create results that go above and against the grain. Here’s how it went down…
The campaign generated significant digital engagement, with high click-through rates, particularly on paid search. This indicates effective targeting and compelling ad content that resonated with the target audience.
First Savings Bank surpassed its account growth goals well ahead of schedule, achieving 638 new accounts by April 1st. The overall lift in performance exceeded projections, demonstrating the effectiveness of the marketing efforts in driving customer interest and conversion.
to wrap things up.
Threshold’s strategic digital marketing campaign effectively drove new account growth and exceeded performance goals, showcasing the bank’s appeal and attracting customers seeking modern banking solutions. By leveraging unique product features and maintaining a focus on customer satisfaction, Threshold helped First Savings Bank be positioned for continued success in the competitive financial market.
Hey there, marketing enthusiasts! 🌟 Ready to boost your email marketing game? At Threshold, we believe in the power of a great email strategy to connect with your audience and drive results. With our new Marketing-as-a-Service (MaaS) offering, including top-tier email marketing, we’re here to help you shine.
know your audience.
First things first, you’ve got to know who you’re talking to. Your emails should feel like a conversation with a friend – someone who gets you and knows what you need. Start by segmenting your email list based on demographics, interests, and behavior. This allows you to send personalized content that resonates with your readers. Threshold’s MaaS helps you dive deep into audience insights, ensuring your emails always hit the mark.
craft compelling subject lines.
Your subject line is the first impression your email makes. It needs to be irresistible! Keep it short, sweet, and to the point. Use action words, ask intriguing questions, or create a sense of urgency to entice your readers to open your email. With Threshold’s expert copywriters on your side, your subject lines will consistently capture attention.
create engaging content.
Once your readers have opened your email, the next step is to keep them engaged. Your content should be valuable, relevant, and easy to read. Break up text with bullet points, images, and headers to make it visually appealing. And don’t forget to include a clear call-to-action (CTA). Threshold’s MaaS ensures your emails are packed with engaging, high-quality content that drives action.
optimize for mobile.
With more people checking emails on their phones, it’s crucial to ensure your emails look great on all devices. Use a responsive design that adapts to different screen sizes, and keep your text and images balanced so they’re easy to view on smaller screens. Our MaaS includes design optimization to make sure your emails are always mobile-friendly and visually stunning.
test, analyze, and improve.
A/B testing is your best friend when it comes to email marketing. Experiment with different subject lines, content formats, send times, and CTAs to see what works best for your audience. Track your email performance with analytics to understand what’s working and what’s not. Threshold’s MaaS provides comprehensive testing and analytics, helping you continuously refine your strategy for maximum impact.
to sum things up.
With these five strategies (and Threshold’s Marketing-as-a-Service, if you choose) at your fingertips, you’re set to maximize open rates and conversions like never before. Our team is dedicated to crafting email campaigns that not only stand out but also drive results.
Ready to transform your email marketing? Let’s get those emails opened and those conversions rolling in! 🚀
Interested in taking this conversation further with a marketing expert? Reach out to our THeam today for all the answers you’re looking for.
Stay tuned for more tips and tricks from the Threshold THeam, and happy emailing! 📧✨
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in internal and client-facing digital marketing strategies.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
Ava Page
Billy Wilkinson
