According to Google, the total number of books ever published is an impressive 130,000,000.
That’s a lot of words to read and countless more letters to process but I digress.
So, the question is: Does the world really need another book?
Specifically, does it need another marketing book?
It’s a question I grappled with while writing my upcoming book “Banking on Digital Growth.”
I had to think long and hard about the marketing manifesto I was writing with the intention to help financial brands generate 10X more loans and deposits.
However, right as we began preparing to launch this book, COVID-19 hit the world.
It didn’t feel right to publish a book when there was so much chaos and confusion around us. And be honest and vulnerable, I was concerned that the last 12 months of my life just went down the drain.
However, I’ve seen something happen.
Due to the COVID-19 health crisis, I’ve watched almost every single business quickly transform into a digital-first growth model. I’ve spoken to dozens of different financial brand leaders, peers, and colleagues looking for the new opportunities to create or capture. Restaurants, retail, and education have also drastically altered their business strategies for good as well.
But it quickly became clear to me that if I held off on launching this book, I might be doing more harm that good. I wrote Banking on Digital Growth as a way to transfer as much knowledge out of my head, which is framed around a digital marketing manifesto and blueprint that I spent the last eight years developing and optimizing. I needed to transfer this information into the hearts and minds of financial brand marketing, sales, and leadership teams.
I wrote this book for you. To help you. To guide you. Now more than ever before. For the coming months and even the next few years.
I wrote this book to give you hope that even in the midst of this chaos, crisis, and confusion, that better days are ahead for all of us.
The future is bright.
But I’ll be honest.
We are going to have to work a little harder to get there. We are going to have to think a little differently to get there. We are going to have to do a little differently to get there.
Ultimately, I realized I needed to write this book to help financial brands unlock the secrets of digital growth.
Money is more stressful than ever
The way consumers shop and buy financial products and services will never go back to the way things were before. People are looking for someone they can trust to guide them beyond their financial stress, towards a bigger, better, and brighter future.
They are looking for you.
They are looking for your financial brand.
How will you be able to help them most in a post COVID-19, digital first, mobile first world?
If you are part of a marketing, sales, or leadership team, you already know that the entire industry was already in the midst of exponential change fueled by new technologies and new competitors. Now we are seeing exponential change being fueled by the environment, the COVID-19 crisis.
Before the crisis, consumers were already making purchase decisions long before stepping into a branch (if they did at all). Now we wonder if they will ever step foot in a branch again.
Digital was already disrupting traditional growth models.
The crisis only accelerated the change that was already happening.
Most likely, your financial brand has only “dabbled in digital”. Around 85% of financial brands do not have a defined digital growth strategy.
Maybe your financial brand has already built a new, mobile responsive website. Maybe you are launching digital ad campaigns, sending more emails, and posting more content on social media.
But there is a problem.
You feel frustrated because you are not getting the results you had hoped for. You are also feeling confused about what you should do next, now more than ever, in this post-COVID-19 world. It has thrown all of us into the “Circle of Chaos.”
Here is some good news:
You can choose to escape free from the “Wall of Fear.” (from Banking on Digital Growth) You can commit to a journey of digital growth. I want to unlock the secrets of digital growth and transform financial brands. I want to provide your team with clarity into the future growth opportunities that I have seen others gain and capture with a strategic blueprint framed around 12 key areas of focus.
Each one of these areas will help you gain knowledge, gain insights, educate yourself, educate your team, and empower you to confidently generate 10X more loans and deposits while at the same time finally proving the value of marketing as a strategic growth leader within your financial brand.
Move Forward with Courage and Confidence
Commit first as an individual, then as a team, and then as an organization to use digital and technology to guide people in the communities you serve beyond their financial stress towards a bigger, better, and brighter future.
I truly believe better days are ahead for all of us.
And Banking on Digital Growth is your blueprint and roadmap to help guide you along the way as you move forward and make progress along your own digital growth journey.
This article was originally published on July 30, 2020. All content © 2020 by Digital Growth Institute and may not be reproduced by any means without permission.