More Leads with Fewer Branches Workshop

More Leads, Fewer Branches

• 12 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

• Emphasis on a “Teach, not Sell” approach

Agenda• Today’s Financial Institutions

• Content Marketing: A New (Old) Strategy

• Content Marketing for Financial Institutions

• Delivery of Content

• Build or Buy Considerations

• Closing Thoughts

What’s Trending..

According to SNL, the net number of closings was 1,487 (based on 1,076 branches opened, and 2,563 branches closed).

Branch Openings

Branch Closings

Today’s Branch

• Smaller▫ New York Times - Feb 4th – “With

Technology’s Aid, Banks Squeeze Their Branches Into Smaller Locations”

• Less Traffic▫ Bank Investment Consultant Feb

5th – Fifth Third expects to see branch traffic drop by 20% this year

The Financial Institution Challenge(s)

• How do you make up for the decline of face to face traffic?

Content Marketing: A New (Old) Strategy

• Fact 1: People are looking for easy to understand answers to their financial questions.

• Fact 2: 74% of people will buy from the one who provides it.

Content Marketing: A New (Old) Strategy

• Fact 3: This is especially true around life events, when according to Forrester Research, they are 43% more likely to buy a financial product.

• Fact 4: If customers don’t get this content from their financial institutions, they will find it elsewhere.

Content Marketing: A New (Old) Strategy

“People want to be taught not sold. When trust is the goal, companies should strive to sell by not selling.”

Joe Pulizzi, Content Marketing Institute

Content Marketing: The process of creating and distributing relevant content met to engage and educate the consumer.

Content Marketing: A New (Old) Strategy

• Content marketing has existed since advertisements started showing up.

• Nike’s 1966 Jogging Campaign- centered around benefits of jogging, not selling shoes

• John Deere- 1895

• Home Depot

Content Marketing in Financial Services

• Old Barriers:

▫ Regulation▫ Compliance- can’t just hire freelance writers▫ Inside writers- expensive

Content Marketing in Financial Services

• Why is it especially important in our industry?

▫ People are looking for answers from someone they trust.

Content Marketing in Financial Services

• Why is it especially important in our industry?

▫ Cost Effectiveness: Content delivered with cost effectiveness in mind, by leveraging existing channels both online and in the branch.

What Type of Content is Needed?

• Your customer needs…

▫ Broad▫ Relevant▫ Branded▫ Organized around life events▫ Easy to read and understand. No jargon!

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

Delivery is Key!

• Great content is great- but it’s level of effectiveness depends on DELIVERY.

• Content that sits idle or hidden on your site can’t help your institution or your customer. Get it out there!

• Content needs to engage people and allow them to uncover hidden needs, and connect with the person who can help with those needs.

Examples of Delivery

Financial Answer Center

Business Answer Center

Delivery Mechanisms

Delivery in the Branch

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.

Delivery Through Email

Feature your content in emails to your members!

Twitter Solution Facebook Solution

Edu Posts

Edu Tweets

Delivery Through Social Media

Delivery Through Mobile

EZ Viewer

• All content and features of the Financial Answer Center are formatted for easy access through mobile devices

Worksite Delivery

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

Bringing it all Together: Content Calendar

• Three step plan for getting your content out there:▫ Message ▫ Timing▫ Delivery channel

Activity Levels to Revenue Impact

Revenue Opportunity Calculator

Calculator can be found at www.truebridge.com

Make your own assumptions!

Build or Buy Considerations

• Strategy is simple enough, but in order you build, you must:▫ Create▫ Maintain▫ Host

Build or Buy Considerations:

• 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

In Closing…

• People need help.• They will buy from the one who provides it.• Use a content marketing strategy to make that

YOU.

“We are living in a content-driven economy. You cannot survive in the banking space today without a content marketing strategy.”

Jeff Pilcher, The Financial Brand

So, What’s the Next Step?

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