Banks and credit unions that can emotionally engage their customers will outperform the competition.

1. How to Build the Emotional
Connection that Drives Sales
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2. • 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
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3. Agenda
• Marketers’ Focus Today
• The Power of Engagement
• The Emotional Engagement
• How to Make Content Sell
• The Financial Focus
• Build or Buy Considerations
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4. Marketers’ Focus Today
• Q1 2014 Financial Brand survey of senior marketing
executives (233 FI sample by Aite’ Group)
• Top 3 marketing priorities
• Improve share of wallet – 70%
• Grow loan volume 53%
• Acquire new customers/members 35%
• Face a continuing puzzle – frequent contact through
multiple channels yet share of wallet remains only 2
out of 10
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5. Engagement Drives Success
• Gallup research “customers that are fully engaged
represent an average 23% premium in terms of share of
wallet, profitability, revenue, and relationship growth.”
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6. Emotional Engagement
Feelings are Facts - “Only 30% of human decisions and behaviors are
actually driven by rational considerations” – Nobel prize winners
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7. Emotional Engagement
Gallup – “Emotionally connected customers tend to deliver significantly
enhanced business results when compared to their rational counterparts.”
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8. Limited Engagement Today
• Product Oriented
• Relevant to a narrow audience at any one time
• Transaction Oriented / Increasingly Remote Relationship
• Online is taking over
• 34% Haven’t been in a branch in 6 months (bankrate.com)
• Millennials see branch as irrelevant
• 92% prefer to do their banking online (TD Bank Study)
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9. Additional Engagement Opportunity
• 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.
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Source:
Next Century Media

10. Additional Engagement Opportunity
• 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: You want to engage in a meaningful way
that makes you that resource for answers,
not the competition.
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11. Engagement With Content Marketing
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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 content
to attract, acquire, and engage
customers.
• Not a sales messages that
interrupts but something that
draws people into a dialogue.

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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

13. Three Critical Elements to Make
Content Sell
• The Content
• Delivery Platform
• Channel Engagement
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14. 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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15. 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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16. Takes More than Content
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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

17. • 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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18. Examples of Delivery Platform
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Financial Answer Center
Business Answer Center

19. Engagement Through Channels
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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 Through Website

21. Engagement Through Email
Feature your content in
emails to your members!
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22. Twitter Solution Facebook Solution
Edu PostsEdu Tweets
Engagement Through Social Media
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Promoted for relevance and value to get followers (eg. Tuesday’s Tips)

23. 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

24. 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

25. 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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Automated Fulfillment

27. Bringing it all Together: Content
Calendar
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• Three step plan for getting your content out
there:
• Message
• Timing
• Delivery channel

28. 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 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

29. Build or Buy Considerations
• Strategy is simple enough, but in order you
build, you must:
• Create
• Maintain
• Host
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30. 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
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31. In Closing…
• People are looking for help.
• They make decisions emotionally.
• Content marketing can establish that emotional
bridge beyond the transaction.
• Putting you in place for the product solution
ahead of the competition.
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“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

32. So, What’s the Next Step?
• Schedule a 1 on 1 demo- learn more at
www.truebridge.com
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