Minnwest Bank Commits to Content Marketing Success

Learn how a well defined content strategy helps Minnwest Bank reach their digital audiences in the agriculture industry. 

1 %
Increase in Organic Blog Sessions
1
Goal Completions in 2018
1
Contact Us Forms Completed in 6 Months

Minnwest Bank is a family-owned banking operation that’s big enough to get large deals done and small enough to truly listen and work with their customers toward their individual goals. Minnwest Bank was founded during the 1987 farm crisis because they recognized how important community banks are to thriving communities. Since that time, they have steadfastly served and supported their communities through good times and bad. Today, Minnwest Bank is one of Minnesota’s largest bankswith 32 locations and more than $1.8 billion in assetsand one of Minnesota’s agriculture lending leaders.

“We didn’t have the internal capacity or expertise to roll out such a large strategy and so it was important for us to choose a partner that had expertise in the financial space, who knew our market and geography and understood our priorities as an organization. Brandpoint delivered on that.” 

Jody Guetter
VP / Director of Marketing and Sales, Minnwest Bank

Minnwest Bank’s marketing department is a small but mighty team.  After going through operational challenges after the 2008 recession, they felt it was time to develop a more robust marketing strategy to help them grow their digital audience, timed perfectly with the rollout of their refreshed brand and website. 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.

Relating to a niche audience

Minnwest Bank helps farmers sustain or expand operations, providing a variety of products and services that support all aspects of agri-businss operations.  Brandpoint developed blog content for Minnwest Bank with Zach Johnson, known on Youtube as the host of the Millenial 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. 

Generating search presence and conversions

 Organic blog sessions have increased by 69 percent and nearly doubled the efficiency of their website lead generation.  Organically ranking terms increased in value to $21,300, which would be the cost of generating the same traffic through Google advertising. Additionally, the blog content Brandpoint created led to 207 goal completions in Google Analytics, with 176 “contact us” forms completed.

“One of the big things that stands out for me whenever I’m looking at a new vendor is how are we going to work together? What is the relationship and the chemistry, how does that play out? Going through the discovery stages it was very clear that the team at Brandpoint were really willing to understand our bank and spend a lot of time on discovering who we are.”

Jody Guetter
VP / Director of Marketing and Sales, Minnwest Bank

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