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A Conversation on    Marketing Best Practices1
A Conversation onMarketing Best PracticesFebruray 21st, 2013Moderated by Laurie McLachlan, SVPMarketing, Andera
On the Phone    Bryan Mishkin        Mark Zmarzly            Laurie McLachLan    Senior Manager of    Senior Vice Presiden...
Webinar Agendao   How to use GoToWebinar pollingo   Brief Andera introductiono   Conversation topics       Generate Leads...
How To Use Your Interactive Poll 1.   Laurie will ask the question 2.   The poll will appear in your webinar window 3.   C...
Poll: Single Answer o   What marketing topic do you most want to learn     about?        Offline advertising        Onli...
Our MissionTo simplify account opening and lending acrossall banking channels for customers/membersand for the employees w...
Flying the Plane
12      Marketing Plan Components        Search     (SEM/SEO)     Aggregators     Retargeting       Referrals          Soc...
1. Generate Leads
Offline Advertising & Direct Mail
Poll: Single Answer o   Which of the following offline tactics have you     found to be the most efficient in opening new ...
Online Advertising, Social & SEO
Poll: Multiple Answers o   Which of the following online tactics do you use?        Social Media        Paid search     ...
Referral Programso   Drivers of success       Automated       Regular promotion       Incentive offer       Program tr...
2. Convert Leads
Keys to Better ConversionMost bank and credit union sites were designedbefore online account opening and lending wasadded....
Site Design Trends
Website Evaluation
Website Analytics: Behavior
Poll: Single Answer o   How confident are you that your website is     optimized to convert effectively?        Very conf...
Reasons for Abandonmento   Frustrationo   Confusiono   Fearo   Distractiono   Identity Verification   Seven Reasons       ...
Most Abandoners Are Prospects     Existing                                         New      (32%)                         ...
Focus On Benefits; Address Concerns                      o   Incentive offer                      o   Product benefits    ...
Online Ad Retargeting
Poll: Single Answer o   Do you know what percentage of qualified visitors     to your site and click to apply online? (You...
3. Deepen Relationships
Automated Cross-Sell
Cross-Sell from Online Banking
Cross-Sell From PFM              o   Use transaction data to                  make targeted offers              o   Place ...
Staff Incentives
The Paradox of Choice
Poll: Multiple Answer o   Does your institution..        Use automated decisioning for cross-sell?        Offer products...
Questions & Wrap UpUp NextBuild Brand Engagement and Break the Cycle ofCommoditizationThursday, Februrary 28st 2013 2:00 P...
A Conversation on Marketing Best Practices
A Conversation on Marketing Best Practices
A Conversation on Marketing Best Practices
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A Conversation on Marketing Best Practices

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In this webinar SVP of Marketing Laurie McLachlan was joined by special guests Bryan Mishkin of University Federal Credit Union and Mark Zmarzly of ACTON Marketing for a discussion about what financial institutions can do to acquire new customers.

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A Conversation on Marketing Best Practices

  1. 1. A Conversation on Marketing Best Practices1
  2. 2. A Conversation onMarketing Best PracticesFebruray 21st, 2013Moderated by Laurie McLachlan, SVPMarketing, Andera
  3. 3. On the Phone Bryan Mishkin Mark Zmarzly Laurie McLachLan Senior Manager of Senior Vice President Senior Vice eServices of Financial Services President of University Federal ACTON Marketing Marketing Credit Union AnderaConfidential
  4. 4. Webinar Agendao How to use GoToWebinar pollingo Brief Andera introductiono Conversation topics  Generate Leads  Convert Leads  Deepen RelationshipsConfidential
  5. 5. How To Use Your Interactive Poll 1. Laurie will ask the question 2. The poll will appear in your webinar window 3. Click “Launch” 4. Answer the poll 5. We will display the poll results
  6. 6. Poll: Single Answer o What marketing topic do you most want to learn about?  Offline advertising  Online advertising & SEO  Social media  Website optimization  Cross-sell
  7. 7. Our MissionTo simplify account opening and lending acrossall banking channels for customers/membersand for the employees who serve them
  8. 8. Flying the Plane
  9. 9. 12 Marketing Plan Components Search (SEM/SEO) Aggregators Retargeting Referrals Social Landing Pages Account Opening Cross-sell Offline Hosting Optimization Follow-up Campaigns A/B Testing User Experience Analytics Generate Leads Convert Leads Deepen Relationships
  10. 10. 1. Generate Leads
  11. 11. Offline Advertising & Direct Mail
  12. 12. Poll: Single Answer o Which of the following offline tactics have you found to be the most efficient in opening new deposit accounts?  Direct Mail  Outdoor Advertising  Print Advertising  Radio  Other
  13. 13. Online Advertising, Social & SEO
  14. 14. Poll: Multiple Answers o Which of the following online tactics do you use?  Social Media  Paid search  SEO  Rate comparison sites  Display / banner advertising
  15. 15. Referral Programso Drivers of success  Automated  Regular promotion  Incentive offer  Program tracking to reward top promoters 18
  16. 16. 2. Convert Leads
  17. 17. Keys to Better ConversionMost bank and credit union sites were designedbefore online account opening and lending wasadded. These sites should be optimized to convert:1. Streamlined page design with a clear hierarchy2. Prominent calls-to-action3. Easy-to-find product information, including rates4. Help selecting the appropriate product5. Quick access to customer service20
  18. 18. Site Design Trends
  19. 19. Website Evaluation
  20. 20. Website Analytics: Behavior
  21. 21. Poll: Single Answer o How confident are you that your website is optimized to convert effectively?  Very confident  Somewhat confident  Not confident  No idea Confidential
  22. 22. Reasons for Abandonmento Frustrationo Confusiono Fearo Distractiono Identity Verification Seven Reasons Applicants Quito Funding Verification Whitepaper Email info@anderal.como Signature
  23. 23. Most Abandoners Are Prospects Existing New (32%) (68%) Forrester Research26 “Why Financial Shoppers Abandon Online Product Applications”
  24. 24. Focus On Benefits; Address Concerns o Incentive offer o Product benefits o Security/Safety o Speed 27
  25. 25. Online Ad Retargeting
  26. 26. Poll: Single Answer o Do you know what percentage of qualified visitors to your site and click to apply online? (Your application rate?)  Yes  No Confidential
  27. 27. 3. Deepen Relationships
  28. 28. Automated Cross-Sell
  29. 29. Cross-Sell from Online Banking
  30. 30. Cross-Sell From PFM o Use transaction data to make targeted offers o Place offers and advertisements in PFM platform Upsell, Cross-Sell: How to Grow Customer Relationships Thursday, March 7th 2013 2:00 PM - 3:00 PM ET With Jim Craig, Geezeo http://bit.ly/DemoMarch7
  31. 31. Staff Incentives
  32. 32. The Paradox of Choice
  33. 33. Poll: Multiple Answer o Does your institution..  Use automated decisioning for cross-sell?  Offer products from online banking and/or PFM?  Have a formal incentive program for tellers?  Have a formal incentive program for loan officers?  Limit the amount of cross-sell products you offer?Confidential
  34. 34. Questions & Wrap UpUp NextBuild Brand Engagement and Break the Cycle ofCommoditizationThursday, Februrary 28st 2013 2:00 PM - 3:00 PM ETWith Jeff Stephens, CEO of Creative Brand Consultinghttp://bit.ly/BrandFeb28oFlows Demo Contact:Thursday, March 7th 2013 2:00 PM - 3:00 PM ET info@andera.comhttp://bit.ly/DemoMarch7

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