This document discusses how financial institutions can engage remote customers and drive cross-selling through content marketing. It notes that many customers do their banking online or haven't been to a branch in 6 months. Most banks only offer single products instead of additional offerings. The document advocates using relevant content delivered around life events to engage customers and start meaningful dialogs that can lead to additional sales. It provides examples of content delivery platforms like a financial answer center and discusses leveraging existing channels like branches, websites, email and social media to promote this content and connect customers to advisors.

1. Engagement that Leads to
Cross Selling
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2. • 14 year old Financial Marketing Company
• Principals have spent a majority of their careers
in the financial services and marketing
industries
• Work with financial institutions of all sizes in
helping them generate more sales through more
channels
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3. Today’s Remote Customers
• Technology is causing more customer remoteness,
moving brand attributes away from people to
transactions
• 34% haven’t been in a branch in 6 months
(bankrate.com)
• Millennials see branch as irrelevant
with 92% preferring to do their
banking online (TD Bank Study)
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4. Lack of Engagement
• Branch mystery shop of 134 banks
(Econiq)
• 88% offered only single product
• 11% offered companion savings
• 1% offered non-deposit product
• Survey of 4000 retail bank customers
(Accenture)
• 74% consider their banking
relationship to be transactional rather
than relationship driven
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5. Need to Engage Beyond Transactions
• Building a brand image beyond transactions - as a
place to go for more financial needs
• Leverage branch and digital channels to engage
customers in more meaningful ways
• Turn those engagements into selling opportunities
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6. Engagement Means Sales
• Gallup research “customers that are fully engaged
represent an average 23% premium in terms of share of
wallet, profitability, revenue, and relationship growth.”
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7. Content Will Engage
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• Creating and distributing
relevant and valuable
content to engage customers.
• Moving that engagement into
more life events to start
dialogues and provide
solutions.

8. Why So Powerful?
• People are looking for easy to understand
answers to their financial questions.
• People will buy from the one who provides it.
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Source:
Next Century Media

9. Why So Powerful?
• This is especially true around life events when,
according to Forrester Research, they are 43%
more likely to buy a financial product.
• You want to engage in a meaningful way that
makes you that resource for answers,
not the competition.
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10. 10
Content Marketing: A New (Old)
Strategy
• John Deere – 1895 – newsletter on technology in
agriculture
• Nike -1966 - benefits of jogging, not selling shoes
• Home Depot - today– teaches people how to
build a fence

11. What Type of Content is Needed?
• Your customer needs…
Broad
Branded
Easy to navigate
Easy to read and understand. No jargon!
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12. What Type of Content is Needed?
• Your institution needs…
 Professionally created and
maintained to satisfy legal, tax and
regulatory changes.
 Compliance reviewed including
FINRA review letters for investment
related content
 Reviewed and approved by B/D
compliance department
 Expanded as needed to reflect
changing rules and regulations
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13. 13
• Content that sits idle is not helping your customers and not helping your
financial institution
• Its more than just passively offering financial literacy or general education
• Most people react to events as they occur
• They want just the answers they need at just the time they need them
It Takes More than Content to Set
Up Selling Opportunities

14. • Delivered around life events when people are looking for answers
and more likely to buy.
• Delivered in a way that engages people and allows them to uncover
hidden needs.
• Delivered in a way that connects them with the person who can help
with those needs.
Delivery Platform is Key
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15. Examples of Delivery Platform
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Financial Answer Center
Business Answer Center

16. Leveraging What you Have in Place
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Engagement through
multiple channels
To initiate dialogues
with the person that
can help with
Leverage existing branch and online channels to build awareness promote
usage of a new value added service.
Interactive delivery
platforms

17. Emotion Adds Impact
Feelings are Facts - “Only 30% of human decisions and behaviors are actually
driven by rational considerations” – Nobel prize winners
Gallup – “Emotionally connected customers tend to deliver significantly
enhanced business results when compared to their rational counterparts.”
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18. 18
Engage Emotionally
• Save money (Satisfaction)
• Avoid mistakes (Fear)
• Protect those who count on you
(Confidence , Lack of Guilt)
Focus on the emotional benefits of the help you can provide

19. Engagement in the Branch
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Onboarding
Account Servicing
Frontline employees introduce the content as a value added service
and offer guides relevant to their life events as a part of their everyday
service-focused routine. The request for a guide is an automatic lead.

20. 20
Simple Introduction of a Service

21. 21
Automated Fulfillment

22. 22
Engagement Through Website

23. Engagement Through Email
Feature your content in
emails to your members!
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24. Twitter Solution Facebook Solution
Edu PostsEdu Tweets
Engagement Through Social Media
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Promoted for relevance and value to get followers (e.g.. Tuesday’s Tips)

25. Engagement Through Mobile
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EZ Viewer
All content and features of the
Financial Answer Center are formatted
for easy access through mobile devices

26. Worksite Engagement
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Financial education is one of the most rapidly growing employee benefits.
Your business customers can provide it to their employees with a simple link.
Link to Financial
Answer Center as an
employee benefit
draws employees of
business customers to
you for financial
education and people
that can help

27. The Financial Focus
• If 1 in 3 appointments buy with an average net present
value per sale of $2000 (deposit, loan, mortgage,
investment, insurance, etc.) the value of 1 sales
appointment is $660
• Target of over $100,00 new revenue/branch/yr. A single
appointment from a branch in a month returns over 6
times the cost.
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Make your own assumptions using a
Revenue Opportunity Calculator at
www.Truebridge.com

28. Truebridge Content Marketing System
• Affordable monthly subscription includes:
• Full turnkey Content Marketing System
• Customized to match your look and feel
• Integrated employee pictures and contact information
• Professionally maintained by a top national accounting
firm
• Individual customer service to ensure active usage and
shared “best practices”
• Hosted through top-ranked secure facility
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29. So, What’s the Next Step?
• Schedule a 1 on 1 demo- learn more at
www.truebridge.com
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