Better understand the content needs of a financial consumer persona for the Web, Social, Email and other channels of member engagement in order to drive customer acquisition, cross-sell and retention.

1. fintactixbuild smarter financial relationships
fintactixbuild smarter financial relationships

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Journey Map Content Requirements

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About Fintactix
• Founded in August 2011
• Focused on Bank and Credit Union markets
• Using content to drive positive engagement, discovery
and exploration during the customer journey

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Content Marketing
- It’s about the financial
journey, not about you
- Enables engagement
- Leverage opportunities
across channels

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Content Marketing Benefits
Current Performance
Content
Marketing Users Non-Users
Average website conversion rate 2.9% 0.5%
Average email marketing click-through
rate (CTR)
3.4% 1.8%
Conversion rate from marketing
response to marketing qualified lead
7.6% 1.0%
Source: Aberdeen Group, May 2013. Content Marketing ROI: Quantifying the Value of the Difference

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Marketer Objectives
• Finding new customers
• Expanding relationships
• Customer retention

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Engagement Marketing
• Positive engagements drive new
discovery
• Discovery encourages exploration
which creates relationships
• Leverage relationships for further
engagement
Forrester: Marketing RaDaR

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The Financial Journey
Life Events Spending
Money
Management
Family Finances Work Life
• Going to College
• Moving Out
• Getting Married
• Starting a Family
• Starting a
Business
• Send a Child to
College
• Retirement
• Separation &
Divorce
• Loss of a Loved
One
• Major Purchase
• Buying a Vehicle
• Buying a First
Home
• Buying Your Next
Home
• Remodeling Your
Home
• Holidays
• Vacations
• Banking
• Borrowing
• Budgeting
• Saving
• Spending
• Managing Debt
• Kids & Money
• Retirement
Planning
• Identity Protection
• Insurance
• Investing
• Estate Planning
• Health Care
• Inheritance
• Charitable Giving
• Taxes
• Your First Job
• Changing Jobs
• Losing a Job
• Retirement
• Working in
Retirement

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Financial Journey
Brian Builds an Outdoor
Kitchen
• Awareness
• Knowledge
• Consideration
• Selection
• Satisfaction
• Advocacy
• Loyalty

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Financial Journey
Breanna Buys a Car
• Awareness
• Knowledge
• Consideration
• Selection
• Satisfaction
• Advocacy
• Loyalty

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Financial Journey
Michaela Moves Out
• Awareness
• Knowledge
• Consideration
• Selection
• Satisfaction
• Advocacy
• Loyalty

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Financial Journey
Sierra and Silvio Start a Family
• Awareness
• Knowledge
• Consideration
• Selection
• Satisfaction
• Advocacy
• Loyalty

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Mapping the Financial Journey
• Identify key points of
engagement for each phase
• Identify content required to
meet customer need
• Identify available content for
each engagement point

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Content Requirements
Awareness Knowledge Consideration Selection
Satisfactio
n
LoyaltyAdvocacy
Brian Breanna Michaela Sierra & Silvio

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Content Requirements
How will
they become
aware of
their
financial
need?
How will they
identify the
solution set
that might
meet their
financial
need?
How will they
consider and
evaluate that
solution set?
How will they
make a final
purchase
decision?
How will they
become
satisfied with
their
purchase
decision?
What will get
them to talk
positively
about their
experience?
What will
encourage
them to do
business
again?
Awareness Knowledge Consideration Selection
Satisfactio
n
LoyaltyAdvocacy
Content Requirements

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Content Delivery
Awareness Knowledge Consideration Selection
Satisfactio
n
LoyaltyAdvocacy
Web Social
Commun-
ications
Branch Search
Content Requirements

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Web
• Help financial consumers
through their decision process
• Educate, answer key questions
• Offer next steps and calls to
action
• Desktop, tablet and mobile

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Social Media
• Helping, not selling
• Build audiences
• Magnify your voice
• Mine comments for opportunities

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Communications
• Promote content of
interest
• Build brand, image and
word of mouth
• Encourage discovery,
learning and exploration

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Search
• Draw website traffic with
meaningful content
• Engage online
• Drive next steps with calls to
action

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Branch
• Equip branch associates with
tools and knowledge
• Educate to remove sales
obstacles
• Print handouts for home
consideration and sharing

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Content Delivery
Awareness Knowledge
Consideratio
n
Selection Satisfaction Advocacy Loyalty
Web
Social
Comm
Branch
Search

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ROI
• Finding new customers
• Expanding relationships
• Customer retention

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Finding New Customers
• Improve website traffic
• Boost conversion rates:
– Higher quality leads
– Brand building
– Lead nurturing
– Calls to action
• Reduce paid search, ad budgets

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Expanding Relationships
• Grow share of wallet
– Enhanced visit duration
– Engage with targeted
content
– Cross-sell based on
customer activity
• Content tie-ins for promotions

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Customer Retention
• New account onboarding
• Higher customer retention rates
• Improved value of brand and
relationship
• Increased contact opportunities
(social, direct channels)

27. fintactixbuild smarter financial relationships