“Bring Back the Dialogues” Content Marketing Lead Generation Workshop

• 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

Agenda• Consumer Buying Behavior

• Defining Content Marketing

• Content Marketing in Action

• Why is it so important to financial institutions today?

• What kind of content is needed?

• Delivery Channels

• Revenue Opportunity

• Build or Buy Considerations

Consumer Buying Behavior• Fact 1: People are looking for easy to understand answers

to their financial questions.

• Fact 2: People will buy from the one who provides it. (74% of responders polled)

Consumer Buying Behavior• 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 institution, they will get it from someone else. The competition is relentlessly doing so today.

So…What is Content Marketing?• Creating and distributing relevant and valuable content

to attract, acquire, and engage customers.

• Not a sales messages that interrupts but something that people actually want to engage with.

A “Teach not Sell” Approach

Content Marketing in Action• Content marketing is not new

• Nike -1966 - benefits of jogging, not selling shoes

• John Deere – 1895 – newsletter on technology in agriculture

• Home Depot - today– teaches people how to build a fence

Content Marketing in Financial Services

Being an educational resource to help people make better decisions that could help them save money and avoid mistakes

Why So Important?

• As banks look to their costly branch system for more face to face sales of higher margin products

• The opportunities to generate the dialogues that create sales leads are shrinking

• Industry trends are fewer, smaller and more automated branches

• Online interactions skyrocket but purely transactional in nature

• New ways to are needed to generate dialogues from all of the different channels that customers are using today

Delivery is Key!

How content is delivered is key to generating leads

• 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.

Leverage = Low Cost• Content that sits idle or hidden on your site can’t help

your institution or your customer. Get it out there!

• Cost effective delivery 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

Examples of Delivery

Financial Answer Center

Business Answer Center

Delivery Mechanisms

Delivery in the BranchFrontline 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.

Automated Fulfillment

Delivery Through Email

Edu Posts

Edu Tweets

Delivery Through Social Media

Delivery Through Mobile

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

Worksite Delivery

Bringing it all Together: Content Calendar

• Three step plan for getting your content out there:

▫ Message

▫ Timing

▫ Delivery channel

Activity Levels to Revenue Impact

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