1 1 A Conversation on Marketing Best Practices
A Conversation on Marketing Best Practices
Dec 05, 2014
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
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Welcome! We’ll start soon. While you’re waiting, register for our next webinar:
Build Brand Engagement and Break the Cycle of Commoditization Thursday, Februrary 28st 2013 2:00 PM - 3:00 PM ETWith Jeff Stephens, CEO of Creative Brand Consulting http://bit.ly/BrandFeb28
A Conversation on Marketing Best Practices
Februray 21st, 2013
Moderated by Laurie McLachlan, SVP Marketing, Andera
On the Phone
Confidential
Bryan Mishkin Senior Manager of eServicesUniversity Federal Credit Union
Mark Zmarzly Senior Vice President of Financial ServicesACTON Marketing
Laurie McLachLanSenior Vice President of MarketingAndera
Webinar Agenda
Confidential
o How to use GoToWebinar pollingo Brief Andera introduction o Conversation topics
Generate Leads Convert Leads Deepen Relationships
How To Use Your Interactive Poll
1. Laurie will ask the question2. The poll will appear in your webinar window3. Click “Launch”4. Answer the poll5. We will display the poll results
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
Our Mission To simplify account opening and lending across all banking channels for customers/members and for the employees who serve them
2004 2005 2006 2007 2008 2009 2010 2011 2012
2 10 23 3758
82111
143
193
232260
358379
443
508 520550
Our Historyo Opened the first deposit account online in 2004 o Today, multichannel account opening and
lendingo 560+ customers o Four time “Best of Show” award winner at Finovateo Named one of the “Top 10 Tech Companies to Watch” by BTN
Product
Solution
Deposits
Loans
Forms
oFlows Branch
oFlows Online
Deposits
LoansForms
Andera at a Glance
Flying the Plane
Account Opening
Optimization
User Experience
Marketing Plan Components 12
Cross-sell
Follow-up
Analytics
Referrals
Search(SEM/SEO)
Retargeting
Aggregators
Social
Generate Leads Convert Leads Deepen Relationships
Landing Pages
Hosting
A/B Testing
Offline Campaigns
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 deposit accounts?
Direct Mail Outdoor Advertising Print Advertising Radio Other
Online Advertising, Social & SEO
Poll: Multiple Answers o Which of the following online tactics do you use?
Social Media Paid search SEO Rate comparison sites Display / banner advertising
Referral Programso Drivers of success
Automated Regular promotion Incentive offer Program tracking to reward top promoters
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2. Convert Leads
Keys to Better Conversion
Most bank and credit union sites were designed before online account opening and lending was added. These sites should be optimized to convert:1. Streamlined page design with a clear hierarchy2. Prominent calls-to-action 3. Easy-to-find product information, including rates4. Help selecting the appropriate product5. Quick access to customer service
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Site Design Trends
Website Evaluation
Website Analytics: Behavior
Poll: Single Answer
Confidential
o How confident are you that your website is optimized to convert effectively?
Very confident Somewhat confident Not confident No idea
Reasons for Abandonment
o Frustration o Confusion o Fear o Distraction o Identity Verification o Funding Verification o Signature
Seven Reasons Applicants QuitWhitepaper Email [email protected]
Most Abandoners Are Prospects
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Forrester Research“Why Financial Shoppers Abandon Online Product Applications”
New (68%)
Existing (32%)
Focus On Benefits; Address Concerns
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o Incentive offero Product benefitso Security/Safetyo Speed
Online Ad Retargeting
Poll: Single Answer
Confidential
o Do you know what percentage of qualified visitors to your site and click to apply online? (Your application rate?)
Yes No
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 offers and advertisements in PFM platform
Upsell, Cross-Sell: How to GrowCustomer RelationshipsThursday, March 7th 2013 2:00 PM - 3:00 PM ETWith Jim Craig, Geezeo http://bit.ly/DemoMarch7
Staff Incentives
The Paradox of Choice
Poll: Multiple Answer
Confidential
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?
Questions & Wrap Up
Build Brand Engagement and Break the Cycle of Commoditization Thursday, Februrary 28st 2013 2:00 PM - 3:00 PM ETWith Jeff Stephens, CEO of Creative Brand Consulting http://bit.ly/BrandFeb28
oFlows Demo Thursday, March 7th 2013 2:00 PM - 3:00 PM EThttp://bit.ly/DemoMarch7
Up Next
Contact: [email protected]
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