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A lot has changed in social media marketing over the last five years, but Facebook - the original social media king - still remains one of the most effective ways to reach financial customers. In fact, according to The Financial Brand, nine out of 10 financial institutions currently use Facebook as part of their marketing strategy.

Below are three tips to keep in mind as you look to maximize your bank’s Facebook presence:

Remember how disruptive the first automated teller machines were for banks? Neither do we. Whether we recall it or not, the arrival of ATMs did set off a kind of brand disruption for financial institutions, and point toward a list of branding dos and don’ts that remain relevant today.

According to Eric Ryan, Co-Founder of Method, brand marketing starts with people and then extends to products. No matter your industry, if you can get authentic culture and great products right, marketing becomes much easier.

After years of experience working in advertising and marketing, where he saw the influence of culture over brand marketing, Ryan wanted to take his understanding of consumer motivations and apply it to a tired, unsexy category: cleaning products. “Cleaning products” represent an enormous category yet it’s a sea of sameness, making it ripe for disruption (much like the financial industry). Ryan saw an opportunity to apply his marketing expertise to create a new product that could go up against incumbents like Proctor & Gamble and Tide. That’s how Method was born.

In today’s crowded competitive landscape, your customers are being bombarded with marketing messages every day. To stand out, you need more than a targeted list with a compelling offer. You need to tap into the decision-making shortcuts people use when they engage with your organizations.

Nancy Harhut, Chief Creative Officer at The Wilde Agency, is passionate about the impact that decision science can have on marketing. At The Financial Brand Forum 2017, Harhut gave a brilliant presentation about behavior hacks that can increase engagement and response to financial institution’s email and digital marketing efforts. Here are some of the top takeaways: