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.

1. Lead Generation
Using Educational Content
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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 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

9. Three Elements to
Engagement that Sells
• The Content
• Delivery Platform
• Channel Engagement
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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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14. Examples of Delivery Platform
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Financial Answer Center
Business Answer Center

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.

17. 17
Selling Confidence

18. 18
Automated Fulfillment

19. 19
Engagement Through Website

20. Engagement Through Email
Feature your content in
emails to your members!
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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

25. Cost - Benefit
Appts./
branch/
mo.
1 2 3 4 5 10 15 20
7:1 15:1 24:1 31:1 40:1 81:1 122:1 164:1
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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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