How to combine organic content & pay-per-click campaigns for your financial institution

The big question – should every piece of content that you post to your channels be sales/product related?

The answer – yes and no. Simply put, no – every piece shouldn’t be a hard sell, but even the pieces that are more organic, or more so fun, should play as inadvertent supporting sales material.

Here’s a breakdown of how to tactically position yourself to convert on your social media channels.

First, you have to understand the difference between what to post on your organic timelines and what to include in promotional PPC and social ad campaigns.


continue reading »