Develop a marketing plan for financial services advertising

Brainstorm about your advertising needs through the development of a marketing plan. A marketing plan looks at your business and your customers through advertising and promotional needs. Once you have a marketing plan and budget, you'll be in a better position to hire a financial ad agency.

I recommend: Visit the Small Business Administration for assistance in developing a customized marketing plan for your business. If your banking business includes branches throughout a region and you feel that your marketing needs are complex, look at the Community Bank Marketing Manual.

Specialize with advertising agencies for financial services

Maybe you determined through your marketing plan that you just want to pursue online advertising for your financial institution. Some advertising agencies specialize in a specific aspect of advertising, whether it's print, multimedia, Internet, events or general public relations.

I recommend: If you decide that you want to focus on promotion, find an agency that provides public relations. Ask public relations specialists it they’re accredited with the Public Relations Society of America. Find out what you need to know about online advertising before you sign on the dotted line.

Go with a local bank ad agency

When you're a local bank or financial services company with a local clientele, you may want to go with a local agency that knows your target market.

I recommend: Find advertising agencies for financial services in your area by doing a search at the American Association of Advertising Agencies. You can also look at members of the American Advertising Federation for your state.

Hire a full-service bank advertising agency

Don't have the time to market your business along with all your other duties? Perhaps you see the need for a comprehensive approach to marketing your business. Sounds like you could use a full-service financial services ad agency for one-stop shopping. A full-service agency does it all-print, events, broadcast, Internet and PR.

I recommend: See who some of the big financial guns use for their advertising. For example, Chase uses the mcgarrybowen agency. New Jersey’s Turchette Advertising Agency is a full-service agency with a proven track record in financial services advertising.