2. • 12 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. Agenda
• Today’s Branches
• Consumer Buying Behavior
• Content Marketing Strategy
• Critical Elements to Make Content Sell
• Financial Return
• Build or Buy Considerations
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4. Branch Situation Today
• Visitors down
• 34% Haven’t been in a branch in 6 months
(bankrate.com)
• Millennials see branch as irrelevant
• 92% prefer to do their banking online (TD Bank
Study)
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5. Today’s Branch
• Smaller
• New York Times - Feb 4th –
“With Technology’s Aid,
Banks Squeeze Their
Branches Into Smaller
Locations”
• Less Traffic
• Bank Investment
Consultant Feb 5th – Fifth
Third expects to see branch
traffic drop by 20% this year
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Branch
Openings
Branch
Closings
6. Need for Change
• Need for additional revenue, especially from
higher margin products
• Means transitioning branches from focus on
deposit taking to a focus on face to face sales
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Increasing
Share of
Wallet
#1 Goal for Top Executives
70%
7. The Financial Institution Challenge(s)
• With less branch traffic and more interaction
purely transactional,
• How do you increase sales when dialogues that
generate referrals and sales appointments are
disappearing?
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8. Consumer Buying Behavior
• Fact 1: People are looking for easy to understand
answers to their financial questions.
• Fact 2: People will buy from the one who
provides it. (74% of responders polled)
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Would buy
from the
providers
9. Consumer Buying Behavior
• Fact 3: This is especially true around life events
when, according to Forrester Research, they are
43% more likely to buy a financial product.
• Fact 4: You want to be that resource, not the
competition
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10. Becoming the Resource
• Creating and distributing relevant and valuable
content to attract, acquire, and engage
customers.
• Not a sales messages that interrupts but
something that people actually want to engage
with.
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11. A “Teach not Sell” Approach
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“People want to be taught not sold. When trust is the
goal, companies should strive to sell by not selling.”
Joe Pulizzi, Content Marketing Institute
12. 12
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
13. Content Marketing in Financial
Services
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• Being an educational resource to help people make better decisions
• But 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
14. Three Critical Elements to Make
Content Sell
• The Content
• Delivery Platform
• Channel Engagement
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15. What Type of Content is Needed?
• Your customer needs…
Broad
Relevant
Branded
Organized around life events
Easy to read and understand. No jargon!
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16. 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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17. 17
• Content that sits idle or hidden on your site can’t help your
institution or your customer.
• Promote the benefits of what the content can do for your customers
– helping them make better decisions – decisions that could help
them save money and avoid mistakes
• Leverage existing branch and online channels to build awareness
promote usage of a new value added service.
Engagement Through Channels
18. • Relevant content is great- but it’s level of effectiveness
depends on DELIVERY.
• 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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22. 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.
26. 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
27. 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
28. Bringing it all Together: Content
Calendar
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• Three step plan for getting your content out
there:
• Message
• Timing
• Delivery channel
29. Activity Levels to Revenue Impact
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Revenue Opportunity Calculator
Calculator can be found at www.truebridge.com
Make your own assumptions!
30. Build or Buy Considerations
• Strategy is simple enough, but in order you
build, you must:
• Create
• Maintain
• Host
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31. Build or Buy Considerations:
• 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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32. In Closing…
• People need help.
• They will buy from the one who provides it.
• Use a content marketing strategy to make that
YOU.
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“We are living in a content-driven economy.
You cannot survive in the banking space
today without a content marketing strategy.”
Jeff Pilcher, The Financial Brand
33. So, What’s the Next Step?
• Schedule a 1 on 1 demo- learn more at
www.truebridge.com
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