Everything, Everywhere, All At Once. In addition to being the name of a critically acclaimed movie, it is the perfect way of describing both the expectations of customers and the pace of technological change in the banking world.

From where we bank to how we conduct business when we get there, the expectations of customers have been evolving for years as tools and technologies considered cutting-edge just a few short years ago now fall firmly in the “table-stakes” category.

And just like the movie’s underlying theme, human connection and the perils of losing it, the risk of a growing digital disconnect presents one of our biggest challenges.

Where once opening a checking account or securing a loan happened in the branch, these transactions are now happening more frequently online. The resulting decrease in customer engagement can lead to decreased bank loyalty. And lower engagement means banks are left to compete as a commodity, which almost inevitably becomes a race to the bottom in terms of profitability and long-term connections.

The impact of these challenges can feel even more pressing when it comes to business banking, where the demand for advanced and cost-efficient solutions is amplified and the value of each relationship is potentially huge.

So how can banks connect with business clients in ways that feel meaningful and genuine? How can we be personal at business scale?

Banks must adopt innovative strategies to attract and retain business banking customers, and a one-size-fits-all approach is no longer sufficient to meet the diverse needs of today’s business owners. Instead, personalized marketing combined with a robust digital approach can give banks a significant edge in growing their business banking portfolios.

In this article, we’ll look at how personalization and digitalization can work to increase feelings of connection and ensure your bank remains top of mind when a need arises.

Even Business Is Personal

“You want to be where everyone knows your name.” Who doesn’t recognize that line from the theme song to the TV show Cheers? The lyrics expressed that innate human desire to be known, with familiarity being heralded as the ultimate sign of respect and status.

While businesses often promote a corporate face over those of individuals, when it comes to banking, knowing what the business is about and how they are positioned in the community and in their industry can be as important as a name is to a person.

Offer your customers a truly personalized experience.

When a business owner knows that you know who they are, the possibility of engagement increases. When a business owner knows that you know their goals, well, that is next level!

How can a bank connect with a business in ways that feel personal? Ask questions. Visit them at their location(s). Learn how they fit into the bigger picture of your community and look to make connections between them and your other business clients. Aim to understand things from their side of the desk and to highlight ways your institution is positioned to address their specific challenges.

For example, a bank could offer a business owner in the construction industry a tailored loan solution that aligns with their seasonal cash flow needs. Similarly, small business owners with fluctuating revenues could be targeted with specific cash management solutions to ensure financial stability during off-peak periods. How do you reach these clients? Contact our team to find out how PrintMail can help you create deeper bonds with clients by personalizing customer statements, direct marketing mailers, and digital marketing campaigns.

Being Where They Are When They Are Ready

To engage business customers effectively, banks need to be where those customers are when they are ready to buy. This means messaging across multiple channels—both digital and traditional. This is known as omni-channel marketing, and when done well, it means your best messages are more likely to get read.

Whether via email, social media, or mobile apps, messaging is more likely to land with customers if it appears and then is repeated as the viewer changes platforms or formats. Omni-channel marketing ensures a seamless customer experience, allowing business owners to interact with the bank on their preferred platforms, whether that be via email, social media, or mobile apps. By integrating all communication channels, banks can provide consistent messaging and personalized offers, enhancing the customer experience.

For instance, a bank could promote a new business savings account on a monthly statement, followed by a personalized notification in the mobile app to schedule a meeting with a banker to discuss the offer further.

You can find more information about omni-channel marketing and communication on our blog. In addition, there are many ways PrintMail can assist you in enhancing existing channels or introducing new ones, including statement redesigns, eStatements, and direct mail marketing.

When Digital Is The Experience

Business customers expect streamlined and user-friendly experiences when interacting with their banks online. That means being able to access insights into banking products that are relevant to their business, track transactions, open accounts, apply for loans, or speak with a business banking professional how, where, and when they need it most.

Banks should also consider integrating tools that help businesses automate key processes, such as invoicing, payroll, or expense management. Offering these digital tools can help differentiate your bank from competitors and keep customers engaged.

How a business adopts and utilizes these tools can also inform how you market to them. Data helps illuminate what is most important to them, and knowing that can help you advertise solutions and offerings that feel most relevant.

Whether your company is just getting started in digital advertising or you’ve been investing in online marketing for years, PrintMail’s digital marketing services can help spur significant ROI.

A Digital-First Mindset Doesn’t Diminish The Importance Of Human Connection

While digital tools are essential, the personal touch of relationship banking remains critical in the business banking space. Banks can use digital tools to strengthen relationships rather than replace them. Video conferencing, secure messaging, and personalized business advisor portals enable banks to connect with clients in a convenient yet meaningful way.

Additionally, digital onboarding processes can be designed to feel personal while making it easy for businesses to start banking without ever setting foot in a branch. By offering a balance of human interaction and digital convenience, banks can attract tech-savvy business owners who still value personalized service.

Offer your customers the tools they need to succeed.

In many cases, this can be a case of curating or editing instead of adding. Where time is itself a scarce commodity, pointing someone towards the essentials they need is welcomed guidance in a landscape where too much technology is as big a problem as too little.

Turn To PrintMail To Support Your Next Level Service

Done well, personalizing and digitalizing experiences can feel like unlocking a whole new level of banking for your clients, but going it alone has the potential to overburden your team and increase compliance risks. Connecting platforms and crafting the user experience is best tackled in tandem with an outsourcing partner.

If your goal is to grow your business banking client base, PrintMail Solutions can handle all facets of personalizing and digitalizing your marketing and customer communications. From documents and data to implementing insights that enhance your bank’s ability to win and retain the business of small and medium-sized banking customers, outsourcing can be the fast path to growth.

Need help implementing personalization and digitalization strategies to enhance your relationships with business banking customers? Contact us for a strategy consultation today and subscribe to the blog for more helpful tips.