Ep 105 – Amber Murphy – The Case for Industry Specialization in Bank Marketing

Every community bank has checking accounts and loans. So the age-old question is, how do you stand out? First Financial Bank figured it out: they went deep in one niche, and then kept going, building many specialty lending divisions and driving massive growth.

In this episode, Amber Murphy, VP and Marketing Director at First Financial Bank, shares how FFB’s niching strategy transformed their marketing from generic to powerful, and why your bank doesn’t need to be huge to do the same thing – something we espouse on this show all the time!

In this episode, we cover: – How specializing actually expands your marketing opportunities (not limits them) – Why FFB runs 3-4 ads simultaneously for different audiences – Using blog and newsletter content to become the trusted advisor in their niches – Where community bank marketing trends need to go in the next 12-18 months

Resources mentioned: – Book: Getting Things Done by David Allen – Contact Amber Murphy: [email protected] – First Financial Bank: www.ffb1.com – The Bank Marketing Show: www.bankmarketingshow.com – The Bank Marketing Minute (Newsletter): www.bankmarketingminute.com – Contact: [email protected]