lead generation using educational content
DESCRIPTION
Banks and credit unions can generate leads with educational content.TRANSCRIPT
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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.
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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
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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
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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
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• 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
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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.
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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
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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)
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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
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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
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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
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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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