Podcasting isn’t just for influencers anymore—banks are getting in the game. In this episode, Chris and Dan sit down with Caleb Stevens, VP of Marketing at SouthState Bank’s Capital Markets Division and host of the Community Bank Podcast. From demand generation to practical AI use, Caleb breaks down how banks can modernize without losing sight of what really matters.

In this episode, we cover:

• -       The rise of podcasting as a bank marketing tool
• -       How digital lead gen is changing—and how demand creation is in
• -       How to use AI in practical, low-risk ways inside your bank
• -       Caleb’s “3Ms framework”: Message, Methods, and Metrics
• -       Real-world examples of alignment between marketing and lending teams that actually drove results
• -       Why the simplest marketing ideas might be your most powerful

About Caleb:

Caleb serves as the VP of Marketing for SouthState Bank’s Capital Markets Division, serving over 1,000 community banks across the nation through a variety of banking products and services.  He is also the host of The Community Bank Podcast and the co-author of the book Collegiate: 7 Big Ideas to Make College Awesome. He lives in Athens, Georgia with his wife Grace and two young sons.

Links & Resources:

-          SouthState Bank podcast: https://southstatecorrespondent.com/podcasts/ 

-          Community Bank Podcast: https://podcasts.apple.com/us/podcast/the-community-bank-podcast/id1513967803 

-          Contact Caleb: [email protected]

-          Favorite Book: Remarkable - David Salyers & Dr. Randy Ross

-          Resource for brand messaging: https://storybrand.com/ 

-          LEAD - Neil Stevens: https://www.oconeestatebank.com/business/make-your-remarkable-podcast

-          Website: bankmarketingshow.com

-          Sign up for our newsletter: bankmarketingminute.com

-          Contact Chris and Dan: [email protected]

How do you grow your bank’s social media presence without relying on your bank's own profiles? 

Most banks don't - but in this episode, Chris and Dan explore a different strategy: using your own staff as influencers and brand ambassadors. You’ll learn why employee-led content consistently outperforms corporate posts—and how to turn your team into your most powerful marketing channel. 

Here’s what we cover:

• -    Why your employees’ social media reach outperforms bank official pages
• -    Creating a culture of brand ambassadorship, not just marketing
• -    Balancing compliance with creativity in employee posts
• -    How to run a successful internal workshop to train social media ambassadors
• -    The secret to making these programs sustainable over time
• -    Why storytelling (not promotion) should be at the heart of your content

Links & Resources:

-          Website: bankmarketingshow.com

-          Sign up for our LinkedIn newsletter: bankmarketingminute.com

-          Contact Chris and Dan: [email protected]

We’ve met a lot of bank and credit union marketing teams – and we’ve noticed some commonalities among those that see more success in their efforts.  In this episode, we talk about the role of a marketing director (or VP, or manager, or any lead marketer at a bank) – and the things we see in our work that are most impactful to personal career growth and organizational success (which are highly correlated!).

This episode covers a lot of ground – the essential traits that define top-performing marketing professionals, the importance of building strong internal relationships, and ways the most successful leaders maintain focus on their plans and avoid being distracted by shiny objects (of which there are many in tech and digital marketing today!).

Topics Include:

• ·         Building Trust and Resonating with Customers
• ·         Staying Informed and Competitive
• ·         Avoiding Pitfalls and Aligning with Bank Goals
• ·         Attending Industry Conferences and Seeking Diverse Inspirations
• ·         Budget Management and Strategic Planning
• ·         Managing Internal Relationships

Resources Mentioned:

• ·         [email protected]
• ·         Bank Marketing Minute Newsletter: bankmarketingminute.com
• ·         Website: The Bank Marketing Show: bankmarketingshow.com

Many community banks are missing out on valuable marketing opportunities. Statistics show that many community banks aren’t currently utilizing cookies, which used to put them at a disadvantage. However, with cookies being increasingly phased out, updating your website pop-ups and refining your other marketing strategies is crucial. While some data will be lost in a cookieless environment, there are ways to continue engaging with customers. 

In this episode, Chris Bates, Dan Novalis, and Hollie Brown explore what a cookieless future means for community banks. Email marketing is one effective strategy that doesn’t rely on cookies, and by using techniques like lookalike marketing, community banks can keep reaching the right audience. They also share other smart strategies to meet your customers.

Chris, Dan, and Hollie look at how fintech companies are stepping up to meet these challenges and how community banks can model their marketing strategies after them. They also share easy-to-follow tips on how community banks can use customer data more wisely and show real returns on their marketing efforts.

Topics Include: 

• What can we do about a cookieless future
• Why older generations are less likely to accept cookies and information
• How to collect more information from your website visitors
• A comparison between Fintech companies and community banks
• How a cookieless future will affect the marketing landscape 

About Hollie

Hollie Brown is Vice President of Marketing for Coastal Community Bank. Coastal provides personal and business banking services for Puget Sound, WA customers, and Banking as a Service (BaaS) for fintech partners. At Coastal, Hollie leads marketing strategy, brand and corporation communication, public relations, and digital marketing.

Hollie earned a BA in Journalism from Western Washington University, an Executive Development Professional certificate from the Washington Bankers Association, a certificate in Bank Marketing from the American Bankers Association, and she is a Certified Financial Management Professional from the American Bankers Association. She is currently enrolled in Pacific Coast Banking School.

Before joining Coastal, she was the Regional Marketing Manager for Moss Adams LLP in Seattle and the Vice President and Director of Marketing for Peoples Bank in Bellingham, WA.

Resources Mentioned:

• Episode 58 -  Producing Content that Actually Engages with Hollie Brown
• Website: https://www.coastalbank.com/ 
• LinkedIn: https://www.linkedin.com/in/holliejoybrown/ 
• Website: https://bankmarketingshow.com/    
• [email protected]
• Bank Marketing Minute Newsletter: bankmarketingminute.com

Regardless of your asset size and marketing bandwidth, budgeting is a challenge.  Marketers never have as much as they would like, and those setting the budgets might see it as an expense (hint: it's not!  It's an investment!). 

In this episode Chris and Dan discuss the crucial strategies for effective bank marketing budgeting. They emphasize the importance of digital marketing, the evolving role of bank marketers, and the significance of holding a portion of the budget for unplanned opportunities. 

Key insights are drawn from the American Bankers Association (ABA) article on marketing budget trends, highlighting the shift towards digital spending and the continued relevance of direct mail. The discussion provides practical advice on budget allocation, leveraging agency support, and navigating emerging marketing channels.

Topics Include: 

• Marketing Budgeting Insights
• Digital vs Traditional Marketing
• Effective Digital Ad & Direct Mail Strategies
• The Evolving Role of Bank Marketers

Resources Mentioned:

• Reference article: https://bankingjournal.aba.com/2025/01/bank-marketing-budget-and-staffing-considerations-for-2025/
• [email protected]
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com

Chris and Dan discuss the critical importance of business culture in impacting and enhancing marketing efforts. They explore how a positive internal culture can translate into authentic and engaging marketing & content that connects with audiences.

Highlighting real-world examples, they emphasize the value of genuine storytelling featuring employees and community activities. They also outline the significant role of leadership support in fostering a culture that reflects positively in marketing strategies, ultimately helping community banks to differentiate themselves and connect better with customers.

Topics Include: 

• The Importance of Culture in Marketing
• Connecting Culture with Modern Marketing
• Key Points and Case Studies
• Leadership's Role in Marketing
• Genuine Marketing Strategies
• Real-World Examples and Best Practices
• Engaging Your Community
• Final Thoughts and Invitation to Connect

Resources Mentioned: 

• [email protected]
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com

With over 5,000 community banks and credit unions in the US, your brand is the only thing that differentiates you in your community and online.  “Brand messaging” is the collection of words, imagery, and stories that you use to explain the value your community bank brings to customers. It’s not enough to say that your bank is “better” at something than others—better is unclear and doesn’t help you stand out. Instead, your brand message should answer important questions: What makes your bank different? What problems do you solve that other banks don’t? A strong brand message helps you connect with your audience and clearly show why they should choose you.

In this episode, Chris Bates, Dan Novalis, and Erin Fults discuss community banks' challenges when building a brand message as a team. Your message isn’t just about telling customers what you do—it’s about inviting them into a story they want to be part of. Erin talks about the seven key points that help you create a unique and powerful message and how those points can make a big difference to your bank over time.

By the end of this episode, you’ll see how a strong brand message can help your community bank stand out in the competitive market.

Topics Include: 

●     Why brand messaging is important for community financial institutions

●     The challenge in crafting a brand message as a community banking team

●     The process of crafting a brand message

●     How to use the seven key messaging points to create unique, compelling brand messages

●     The benefit of having an external brand messaging expert

●     The current challenges facing community banks

About Erin Fults

Erin Fults is a messaging strategist and communications coach. She helps companies develop a clear way to articulate the value they deliver in the marketplace, align their team around that message, and then coach them to implement it in their marketing and sales to attract and close more of the right customers. 

Erin’s background includes over 15 years of experience as a small business owner, where she earned her "street MBA" along with certifications as a StoryBrand Certified Guide and They Ask You Answer Coach. A teacher at heart, she also speaks and facilitates workshops nationwide.

She and her husband have three children and live in central Mississippi.

Resources Mentioned:

• [email protected] 
• LinkedIn: Erin Fults
• Website: https://theacornteam.com/ 
• [email protected]
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com

Chris and Dan discuss strategies for community banks to enhance their local marketing efforts. They emphasize the importance of connecting digital and brand initiatives with local engagement to build trust and visibility.

This episode provides a checklist for banks to leverage local strategies, use digital tools, and measure ROI effectively. Chris and Dan also discuss the benefits of outsourcing technical marketing tasks to focus more on community involvement while providing practical tips and best practices for amplifying local campaigns.

Topics Include: 

• Importance of Local Community Involvement
• Building Trust and Visibility in Your Community
• Intentional Community Engagement Strategies
• Showcasing Community Involvement on Social Media
• Aligning Local Strategy with Overall Branding
• Using Digital Tools to Amplify Local Campaigns
• Learning from Other Banks' Best Practices
• Measuring ROI from Community Engagement

Resources Mentioned:

• [email protected]
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com

Chris and Dan continue the three-part series by exploring the impact of digital marketing on community banks. Building on the previous episode's discussion on branding, they both dive into digital personalization, emphasizing the importance of creating tailored customer experiences and engaging through multiple digital channels. 

This episode offers practical advice on segmentation, automation, the balance between digital strategies and human touch, and the significance of consistency and metrics in tracking success and optimizing marketing efforts. Filled with actionable insights and examples, this episode is a must-listen for any community bank looking to bolster its digital presence while maintaining its personalized service edge.

Topics Include: 

• Diving into Digital Marketing
• Personalization in Digital Marketing
• Human Touch in Digital Marketing
• Segmentation and Micro-Segmentation
• Automation in Digital Marketing
• Consistency Across Channels
• Privacy Concerns in Digital Marketing
• Tracking Success and Metrics

Resources Mentioned:

• [email protected]
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com

In this episode of the Bank Marketing Show, hosts Chris and Dan embark on a deep dive into the critical aspects of brand strategy for banks. They explore the importance of distinguishing between brand and marketing strategies, emphasizing the need for consistent brand presentation and leveraging customer stories to build trust. The discussion includes insights on maintaining 'always-on' awareness campaigns, utilizing visual elements to shape customer perceptions, and differentiating in a competitive market.

Chris and Dan also address the challenge of tracking brand success and the importance of commitment to long-term brand building. This episode is the first of a three-part series that will continue to explore vital topics for financial services marketing professionals. 

Topics Include:  

• Brand strategy framework
• Importance of consistency in branding
• Leveraging customer stories
• Always-on awareness campaigns
• Elements of brand shaping perception
• Differentiating your brand
• Tracking brand success 

Resources Mentioned: 

• [email protected]
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com