Generate more leads at your bank or credit union using educational content. Gain more share of wallet when you integrate content with your current marketing initiatives.
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 Situation
• 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. The Challenge?
• 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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5. Engagement With Content
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• A Teach not Sell approach -
“People want to be taught not sold”
Joe Pulizzi, Content Marketing
Institute
• Creating and distributing
relevant and valuable content
to attract, acquire, and engage
customers.
• Not a sales messages that
interrupts but something that
draws people into a dialogue.
6. 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
7. 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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8. 8
Emotional Connection
• Save money (Satisfaction)
• Avoid mistakes (Fear)
• Protect those who count on you
(Confidence , Lack of Guilt)
Promote the emotional benefits of what you can do for your customers
10. 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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11. 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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12. 12
• 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
13. • 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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15. Boost Channel Performance
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Compelling
Message
Delivered through
traditional and digital
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.
16. 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.
21. 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)
22. 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
23. 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
24. 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
• If a single branch has 4 more sales appointments per
week, that is $126,000 per branch per year
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Make your own assumptions using a
Revenue Opportunity Calculator at
www.Truebridge.com
26. 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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27. In Closing…Boost Channel Performance
Beyond Transactions
• People are looking for help.
• They make decisions emotionally.
• Content, properly delivered, can establish
that emotional engagement.
• Putting you in place for the product solution
ahead of the competition.
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28. So, What’s the Next Step?
• Schedule a 1 on 1 demo- learn more at
www.truebridge.com
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