Learn how a well-defined content strategy has helped this financial services company reach their digital audiences in the agriculture industry
Growing a new audience during a re-brand
Founded in 1987, Minnwest Bank is a family-owned operation based in Minnesota with 32 locations and more than $1.8 billion in assets. After going through operational challenges after the 2008 recession, they felt it was time to develop a more robust marketing strategy to help to grow their digital audience. Minnwest was also rolling out a refreshed brand and website at this time.
Relating to a niche audience to generate search presence and conversions
Brandpoint’s focus on the financial services industry helped Minnwest Bank achieve greater search visibility with their digital content, enabling Minnwest to carve a path as an industry thought leader to engage users, grow traffic and drive more business through expertly crafted content.
Brandpoint worked with Minnwest to identify new audiences to focus on to grow their client base. After determining to focus on a younger demographic, Brandpoint developed blog content for Minnwest Bank with Zach Johnson, known on YouTube as the host of the Millennial Farmer channel.
Additionally, Brandpoint was able to use this content not only to share with social audiences but to drive those users back to their blog, which improved the efficiency of their website lead generation efforts.
Organic blog sessions have increased by 69% and nearly doubled the efficiency of their website lead generation. Organically ranking terms increased in a value that equaled the cost of generating the same traffic through Google advertising. Additionally, the blog content Brandpoint created led to over 200 goal completions in Google Analytics, with 176 “Contact Us” forms completed.