The strategy: Digital-first consumers want information and answers quickly and with minimal clicks. Today, potential customers can get a wealth of information about banking trends and products without ever leaving their search engine or social media platform, per CUInsight.

What FIs should do next: There are several steps financial institutions (FIs) can take to improve their zero-click marketing effectiveness, per Thee Digital. These include:

• Optimizing their website content for featured snippets: Similar to other forms of search optimization, to show up in featured snippets in Google, FIs should structure content around common user queries, like “What is a mortgage preapproval?” or “How to open a business checking account.” Google favors clear, concise answers under headers like “What is…” or “How to…” especially when paired with bullet points or short paragraphs. Including FAQ on your site can increase your chances of being selected.