As part of the What it Really Takes to Grow Deposits Online, launching a digital deposit product without a go-to-market (GTM) strategy is like building a beautiful new branch and forgetting to tell anyone it’s open.

We’ve worked with banks that had the tech in place, the account flow ready, and the budget to support growth but their results flatlined because they didn’t invest in a clear, aligned GTM motion.

Here’s what we’ve learned:
To win online, Product is a big milestone; however, it is not solving all that it takes. You need a GTM strategy that attracts the right customers, drives trust, and gets internal alignment from day one.

Know Your Ideal Customer

One of the most common mistakes we see? Trying to target “everyone.”
Instead, get specific:

• Are you focused on growing retail or business deposits?
• Do you want stable, low-cost balances or active usage?
• Is your brand stronger in certain geographies or industries?

Your ideal customer profile (ICP) shapes everything from marketing copy to fraud controls, we expand more about compliance in our previous post.

Nail the Messaging

“Open an account in minutes” won’t move the needle anymore.
The right message connects your offering to your customer’s actual pain point or aspiration:

• “Grow your business savings with tools designed for entrepreneurs.”
• “Bank local, go digital earn while you save.”

You’re not just selling a product. You’re offering peace of mind, access, control and that should come through in every touchpoint.

Build the Right Channels

Digital doesn’t mean just Google or Meta ads.
Think broader:

• Partnerships with local influencers or business networks
• Financial education series on YouTube or LinkedIn
• Targeted direct mail with QR codes tied to funding incentives
• Trigger-based email journeys post-denial or drop-off

If you’re only spending on ads, you’re missing opportunities to build real relationships.

But remember, every Community Bank is different, that's what makes you special.

Get Branding Right from Day One

Your digital presence needs to reflect the same trust and warmth your local branch does.

• Does your product have a name?
• Is your visual identity consistent across mobile, web, and email?
• Do your support touchpoints (live chat, help docs, follow-up emails) reinforce your brand values?

Brand isn’t a logo, it’s how people feel about your institution after one digital interaction.

Keep Marketing and Ops in Sync

We’ve seen friction emerge when teams aren’t aligned:

• Marketing promotes a 3-minute sign-up, but onboarding takes 2 weeks.
• Compliance learns about a campaign after it goes live.

You can have the best tech stack and still miss the mark if you don’t invest in your GTM. The banks that win online are the ones that treat deposit growth like a product launch with clear targeting, strong positioning, and full alignment.

If any of this sounds familiar, you’re not sure how to get started or if you’ve already tried and it’s just not working, we’re here to listen, help you figure things out, and get you moving in the right direction.
Contact us: https://lnkd.in/eSPvmqsu

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