A New Budget-Minded Approach

to Lead Generation

1

• 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

2

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)

3

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

4

Engagement With Content

5

• 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.

6

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.

7

8

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

9

What Type of Content is Needed?

• Your customer needs…

Broad

Branded

Easy to navigate

Easy to read and understand. No jargon!

10

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

11

12

• 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

13

Examples of Delivery Platform

14

Financial Answer Center

Business Answer Center

Leveraging What you Have in Place

15

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

16

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.

17

Selling Confidence

18

Automated Fulfillment

19

Engagement Through Website

Engagement Through Email

Feature your content in emails to your members!

20

Twitter Solution Facebook Solution

Edu PostsEdu Tweets

Engagement Through Social Media

21

Promoted for relevance and value to get followers (e.g.. Tuesday’s Tips)

Engagement Through Mobile

22

EZ Viewer

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

Worksite Engagement

23

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

24

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

25

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

26

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.

27

So, What’s the Next Step?

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

28