My grandmother had a checkbook, and so did my mom. By the time I was sixteen, when I got my first job, I had opened my account too. I was taught early on that a bank account was a right of passage, one step closer to adulthood. If done right, opening and maintaining a bank account would help me manage and grow my money.
Unfortunately, that education I had as a teen isn’t readily available in today’s Salone. Now is an excellent time for banks to make an impact if they use digital for good.
In Sierra Leone today, where the median age is 19, financial literacy is well beyond the reach of both the young and old, especially the young. Banks lag, though they have the resources and digital platforms to reach prospective customers.
Why do banks exist in Sierra Leone? Is it solely to create profit for shareholders, or Is there a more significant mission? Be a catalyst for economic empowerment by providing financial services to individuals and businesses.
Instead of seeking to bring more people into the banking system, most banks in Sierra Leone focus on serving those already in it. This misdirection is why banks have no digital strategy despite claiming to be investing in digital transformation.
Instead of using their digital channels to create value for all, websites, apps, and social media channels are merely boxes to tick. In Sierra Leone, banks are only online because their competitors are or HQ said so.
What’s going on on their social media isn’t content marketing; it doesn’t drive traffic to bank websites. And even their websites have dead links that lead nowhere.
I’m here to argue that banks can increase their market share and create more value for their shareholders by using digital platforms to create value for customers.
A win-win digital strategy for Sierra Leone’s Banks
The difference between “being online” and digital growth is a digital marketing strategy. Banks in Sierra Leone are online. They have accepted that they must be on digital platforms, but are they making the most of them? In today’s fast-paced digital world, a strong online presence isn’t just a nice thing to have—a place to post announcements—it’s a business necessity.
Last month, we did a quick digital review of five major banks in Sierra Leone. We noticed a recurring trend: social media pages are mere notice boards rather than spaces for financial literacy and engagement. The only distinguishing factor between the banks is their logos and brand colors.
Sierra Leonean banks’ one-dimensional approach to digital––social media poster posts limits reach, product awareness, and customer engagement. Digital must drive conversation, nurture prospects, and generate leads. Banks should use their digital platforms to position themselves as champions of financial empowerment and literacy for individuals and businesses.
This article breaks down what’s holding Sierra Leone banks back and, most importantly, how they should approach digital to create value for all.
Where Banks in Sierra Leone Are Falling Short
Our review of five major banks in Sierra Leone revealed clear patterns in their digital marketing efforts.
We analysed UBA Sierra Leone, Access Bank Sierra Leone, Ecobank Sierra Leone, Vista Bank, and the Sierra Leone Commercial Bank. While all have an online presence, most are not effectively leveraging it to engage customers or attract new ones.
Content Overload
Nearly 90% of their social media content consists of static posters, often overloaded with text. This approach limits engagement, as customers are less likely to interact with content that feels like a noticeboard rather than a conversation. Customers glance at them and move on because there’s nothing unique or compelling to hold their attention.
As seen here, most content on these bank platforms is heavy with text, making it unattractive to the eye
Missed Opportunities on LinkedIn
Only two out of the five banks actively use LinkedIn. LinkedIn is a goldmine for reaching corporate clients, yet some banks barely use it. We noticed that some banks have their profiles set up but hardly make posts, while others do, but clearly, it’s very inconsistent. They are missing opportunities for real-time engagement and customer support on this platform.
Out of the five banks, only UBA SL and Access Bank SL had active LinkedIn accounts
Underutilized YouTube Channels With No Video Marketing Strategy
On YouTube, only two of the banks we reviewed had YouTube channels. However, even with that, their content is primarily long-form promotional videos rather than engaging, educational clips that could build trust and brand authority. Are your customers on YouTube? How will you use videos on YouTube to drive conversation and engagement and generate leads?
Out of the five banks, only UBA Sierra Leone and SLBC had a presence on YouTube, but the banks still underutilize the platform
Search Engine Optimization (SEO): The Missed Opportunity For Discoverability
SEO is another area banks overlook. Only two banks appeared on the top rankings of the first search engine results page when we searched for common bank queries like “How to open a bank account in Sierra Leone.” Because they are not investing in SEO, the others are missing out on organic search traffic that could bring potential customers to their websites.
Out of the five banks we analyzed, only SLBC and Vista Bank were part of the top rankings on the search engine results page.
Lack of Financial Literacy To Educate Customers
Perhaps the biggest gap is in financial literacy content. Four of the five banks did not provide financial literacy content, even though research shows that customers are likely to engage with brands that offer value beyond just promoting products.
These findings offer banks in Sierra Leone a significant opportunity. By shifting from a static promotional approach to a more value-creation digital strategy, they will increase their brand reach, generate leads, and connect with customers, ultimately driving business growth.
If banks stop treating social media like notice boards and start producing more diverse content, engagement will rise on their channels.
The Fix: Simple Yet Powerful Digital Marketing Solutions
As part of our research, we surveyed to understand what would encourage the public to engage more with their banks online. Here’s what we discovered.
Produce Content that Educates, Not Just Sells
Customers aren’t just looking for ways to pay EDSA; they are looking for financial guidance. 85.3% of our respondents shared that they preferred to see financial literacy content on their banks’ social media pages rather than any other content.
Banks should position themselves as personal and business growth resources instead of flooding customer feeds with generic ads.
Imagine a video reel series on “Ask Aunty ESI (Earn Save Invest)” or a blog post on “How You Can Get A Small Business Loan.” These aren’t just promotions but practical tools that empower customers to make informed decisions.
When banks share tips and tools to increase financial literacy, they do more than attract attention; they build trust. In the long run, this makes them the go-to resource and fosters long-term loyalty.
Invest in SEO for Maximum Visibility Online
When customers search for “How to invest in Sierra Leone” or “How to Get a Business Loan,” a well-optimized bank website should be among the top results. SEO ensures banks rank higher in searches, while targeted Google Ads capture high-intent customers seeking financial solutions.
51.7% of our respondents said they preferred visiting their banks’ websites for information instead of visiting their physical locations. Banks need to have strong SEO to help their clients. A strong SEO strategy starts with content optimization and a fast, user-friendly website.
Your website has to be mobile responsive, easy to navigate, and optimized with relevant keywords. Slow websites drive customers away. By researching and integrating the correct search terms, banks can increase discoverability.
SEO isn’t optional; it’s essential.
Diversify Content Online with Videos and Interactive Posts
Don’t just stick to generic posters and flyers. One survey respondent said they don’t engage with their bank’s content because they find it boring. Another responded, “They need to post interactive content.”
To switch things up, banks should include short reels to increase reach, hold live streams and webinars, produce human interest stories about customers, staff, and their CSR, and conduct polls to get customer feedback to drive engagement.
That’s not all. Banks can create financial literacy videos, provide behind-the-scenes content for workplace staff, or even post messages from CEOs and department heads. They can still share products and services, but creativity is essential. Banks must stop being afraid of engaging online and humanize their digital platforms.
They can maintain a corporate brand while using digital to bring more people into the banking system.
Invest in Digital Marketing Strategy for Social Media Channels
A strong social media presence goes beyond just posting updates. It requires a well-planned content marketing strategy. Right now, the content shared is not interesting to the public’s eye. A respondent wrote, “There is nothing interactive [on his bank’s social media channels], just quotes or photos.”
Banks need to create content that educates, engages, and connects with their audience, showing a relatable and human side of their company. Despite having thousands of email addresses, local banks don’t even send newsletters. They also don’t have WhatsApp channels, although there are 2 million users in Sierra Leone.
These digital channels are opportunities to engage, connect, and create value. You are not here to promote banking products and services; your job is to catalyze economic and financial empowerment.
The Future of Banking is Digital Strategy! Are You Ready?
Banks that use outdated marketing tactics will miss out on new, younger customers and savvy digital consumers who expect more than static flyers and generic ads. They want education, engagement, and personalized experiences.
Looking to elevate your bank’s digital strategy? VR&C Marketing has the expertise to help you reach your goals. Get in touch with our team today! Meanwhile, explore our latest insights on event promotion and mastering influencer marketing in 2025.
It is time to move beyond the basics and create a digital strategy that genuinely connects with the public. Is your bank ready to take the next step?