--- title: Will the Same Old Business Lending Marketing Tactics Get Different Results? description: "It always seems that last year's tactics and campaigns somehow find their way into the current year’s plan. There's a better way: inbound marketing for banks." image: https://www.trendingupstrategy.com/hubfs/Must-do_different_things_to_get-different_results.jpg --- [![Trending Up - Logo - Horizontal - Color - Inverted copy](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png?width=210&height=70&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png "Trending Up - Logo - Horizontal - Color - Inverted copy")](https://www.trendingupstrategy.com/) - [SALES-READY WEBSITES](https://www.trendingupstrategy.com/automated-sales-machine) - [SALES & MARKETING STRATEGY](https://www.trendingupstrategy.com/marketing-strategy-for-specialty-manufacturers) - RESOURCES - [BLOG](https://www.trendingupstrategy.com/manufacturing-blog) - [FREE RESOURCES](https://www.trendingupstrategy.com/manufacturing-marketing-resource-center) - [MARKETING ROI CALCULATOR](https://www.trendingupstrategy.com/roi-calculator) - [CASE STUDY](https://www.trendingupstrategy.com/conveyor-system-manufacturer-case-study) - CONTACT - [CONTACT US](https://www.trendingupstrategy.com/contact) - [CAREER CENTER](https://www.trendingupstrategy.com/career-center) - [FREE MARKETING ANALYSIS](https://www.trendingupstrategy.com/personalized-marketing-analysis-video) ## Smarketing Blog ## Will the Same Old Business Lending Marketing Tactics Get Different Results? by [Bruce Geiger](https://www.trendingupstrategy.com/blog/author/bruce-geiger)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Hubspot_Persona-Avatars/BWG_-_MI_PR_photo.jpg?width=35&name=BWG_-_MI_PR_photo.jpg) July 7, 2016 - [Tweet](https://twitter.com/share) ![Must-do_different_things_to_get-different_results.jpg](https://www.trendingupstrategy.com/hs-fs/hubfs/Must-do_different_things_to_get-different_results.jpg?width=320&name=Must-do_different_things_to_get-different_results.jpg)Highly unlikely.  In fact, decades ago, the eminent scientist [Albert Einstein defined insanity](http://www.brainyquote.com/quotes/quotes/a/alberteins133991.html) as “doing the same thing over and over again and expecting different results.” So here’s the issue: if all of us have heard this before, which we have, why do we continue to do it? In banking, it could be largely due to the persistent inertia in bank marketing. According to [Michael Raneri](http://blogs.wsj.com/cio/2016/03/24/banks-fight-tech-inertia-and-fintech-startups/), managing director of PricewaterhouseCoopers’ financial advisory practice, rather than taking on significant change, “there’s inertia that leads banks to incrementally improve what already exists.” ## It always seems that last year's tactics and campaigns somehow find their way into the current year’s plan. The always-repeated tactics might include things like  - an annual photo calendar contest, - updating little-used product brochures so the take-one racks don't look dumb, - a quarterly hard copy newsletter, - email marketing not linked to any larger strategy, and - haphazard social media presence. And if they are in the plan, chances are strong the marketing investment is working less productively than it could. Yet, invariably, the new plan with the same tactics promises better performance than the previous year.   ## Clearly, Einstein was onto something. If you want to start to see genuinely different and better results for systematically growing your business loan portfolio, investing in an [inbound marketing program could be smart money management](https://www.trendingupstrategy.com/inbound-for-financial-institutions) on your part! Think about it: today’s business borrowers don't need to be convinced that they need a loan. They’ve already done the basic online research. For them, now it's about finding information about the lender they'll be working with. They have questions: wouldn't you want to be a source they’d look to for the answers? ## Answering the questions your prospects have - when they have them [Inbound marketing for banking](https://www.julcreative.com/inbound-marketing) is about providing [relevant content](https://www.julcreative.com/blog/create-relevant-content-for-measurable-marketing-strategy-results) your ideal prospects are looking for, and providing it online, which is where they're looking for it. They’re looking at your website, seeking information on your blog, or in downloadable content. Inbound marketing is a great fit for [financial institutions](https://www.trendingupstrategy.com/inbound-for-financial-institutions). You'll no longer have to be wasting time on low-return tactics like cold-calling business owners who *may* want a loan at some future point. Instead, your website and other inbound marketing tactics will be built around attracting people who are *ready to tell you that they're looking for a loan*, and for information about that loan. Lead generation problem solved.  Want to learn more? You may like this [customizable spreadsheet](https://www.julcreative.com/calculate-roi-financial-institution-marketing-spend) to help you calculate **returns** you could start to get from a regular program of inbound digital marketing for your lending business. Topics: [Increase Lead Generation](https://www.trendingupstrategy.com/blog/topic/increase-lead-generation) [Inbound for Financial Institutions](https://www.trendingupstrategy.com/blog/topic/inbound-for-financial-institutions) ### About the Author: ### [Bruce Geiger](https://www.trendingupstrategy.com/blog/author/bruce-geiger) ![](https://www.trendingupstrategy.com/hs-fs/hubfs/Hubspot_Persona-Avatars/BWG_-_MI_PR_photo.jpg?width=100&name=BWG_-_MI_PR_photo.jpg) Bruce is a marketing strategist at Trending Up. For a guy who lived on a dairy farm until he was six, he’s followed an interesting path. After getting an MBA in marketing, he started as an agency account supervisor and copywriter. He went on to lead a variety of marketing and communication functions in several large insurance companies and banks. As a writer, he’s passionate about being clear, concise, and conversational, especially when writing about inherently complex topics like banking, investments, and insurance. Otherwise, when pressed, he can also play blistering blues on his 1969 Les Paul Custom. [Facebook](https://www.facebook.com/bruce.geiger) [LinkedIn](https://www.linkedin.com/in/brucewgeiger) [Twitter](https://www.twitter.com/BruceGeiger5) [Website](https://www.trendingupstrategy.com) ## Something Powerful ### Tell The Reader More The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for. Remember: - Bullets are great - For spelling out benefits and - Turning visitors into leads. ### About The Trending Up Blog On our blog, we'll share our passion and energy for strategy, inbound marketing, selling, and growing businesses. We hope you'll do the same! Here's what to expect from our blog: - The best ways to accomplish your growth goals - News & updates on the digital industry and what it means for you - How to keep *trending up*. 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