Lead generation using educational content

Lead Generation

Using Educational Content

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• 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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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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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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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 contentto attract, acquire, and engage customers.

• Not a sales messages that interrupts but something that draws people into a dialogue.

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

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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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

Three Elements to

Engagement that Sells

• The Content

• Delivery Platform

• Channel Engagement

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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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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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• 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

• 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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Examples of Delivery Platform

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Financial Answer Center

Business Answer Center

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.

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.

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Selling Confidence

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Automated Fulfillment

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Engagement Through Website

Engagement Through Email

Feature your content in emails to your members!

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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)

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

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

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

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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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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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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So, What’s the Next Step?

• Schedule a 1 on 1 demo- learn more at www.truebridge.com

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