Overview
Think Bank, a mutual bank serving Minnesota, had a strategic foundation for social media. But they knew they could make a bigger impact and pulled Pannos in to help. Based on our advice, they began segmenting posts and delineating between paid and organic marketing efforts. Then we focused on platform-specific content and prioritizing organic engagement. After scaling back on boosted organic posts and aligning to each platform’s algorithm, the bank saw consistent month-over-month growth in organic reach and brand awareness.
Services used on this project
- Analytics
- Social Media
- Design
Project Goals
The Ask: Create and implement a social media marketing strategy to grow Think Bank’s following and boost engagement rates.
The Answer: Develop a social strategy with a refreshed look and feel, regular cadence, monthly editorial calendar, and curated content for each platform.
The Answer: Develop a social strategy with a refreshed look and feel, regular cadence, monthly editorial calendar, and curated content for each platform.
Process
Our first step was a social media tone presentation that detailed how the Pannos Media team would present Think Bank on each platform. Facebook and Instagram posts would strike a more casual tone with messaging about community events and financial education. Facebook would cater to older generations and Instagram, to younger ones. LinkedIn posts would highlight business developments, job openings, and business products.
Next, we collaborated on an editorial calendar with key themes laid out quarterly and broader efforts mapped out for the year ahead. Creative collaboration and branded templates prevented duplication of efforts and promoted a unified look across channels.
Meanwhile, Pannos reinforced the a key social media best practice: Drive interest and nurture long-term relationships via links to related content. Note: While platforms like Instagram forbid links in captions or organic posts, you have to drive traffic somewhere. We recommended using phrases like “check out the link in our bio to learn more.”
Next, we collaborated on an editorial calendar with key themes laid out quarterly and broader efforts mapped out for the year ahead. Creative collaboration and branded templates prevented duplication of efforts and promoted a unified look across channels.
Meanwhile, Pannos reinforced the a key social media best practice: Drive interest and nurture long-term relationships via links to related content. Note: While platforms like Instagram forbid links in captions or organic posts, you have to drive traffic somewhere. We recommended using phrases like “check out the link in our bio to learn more.”
Results
From July 2024 to May 2025, Think Bank saw a dramatic improvement in engagement rates across every platform thanks largely to more timely and relevant content.
Facebook engagement rates peaked at 3.67%, exceeding the platform benchmark by 1-2%. Instagram engagement peaked at over 10%. And on LinkedIn, a consistent posting schedule and content focus helped attract over 200 new users, with engagement rates at 14.77% and growth of 4.74%.
Metrics like these don’t happen without teamwork, ongoing content management, and dedication to long-term goals—and Pannos and Think Bank achieved that mission together. And while scaling back on boosting organic posts may seem counterintuitive, we also proved that intentionally tailoring content to each platform is a more effective strategy.
Facebook engagement rates peaked at 3.67%, exceeding the platform benchmark by 1-2%. Instagram engagement peaked at over 10%. And on LinkedIn, a consistent posting schedule and content focus helped attract over 200 new users, with engagement rates at 14.77% and growth of 4.74%.
Metrics like these don’t happen without teamwork, ongoing content management, and dedication to long-term goals—and Pannos and Think Bank achieved that mission together. And while scaling back on boosting organic posts may seem counterintuitive, we also proved that intentionally tailoring content to each platform is a more effective strategy.
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