In this webinar SVP of Marketing Laurie McLachlan was joined by special guests Bryan Mishkin of University Federal Credit Union and Mark Zmarzly of ACTON Marketing for a discussion about what financial institutions can do to acquire new customers.

1. A Conversation on
Marketing Best Practices
1

3. A Conversation on
Marketing Best Practices
Februray 21st, 2013
Moderated by Laurie McLachlan, SVP
Marketing, Andera

4. On the Phone
Bryan Mishkin Mark Zmarzly Laurie McLachLan
Senior Manager of Senior Vice President Senior Vice
eServices of Financial Services President of
University Federal ACTON Marketing Marketing
Credit Union
Andera
Confidential

5. Webinar Agenda
o How to use GoToWebinar polling
o Brief Andera introduction
o Conversation topics
 Generate Leads
 Convert Leads
 Deepen Relationships
Confidential

6. How To Use Your Interactive Poll
1. Laurie will ask the question
2. The poll will appear in your webinar window
3. Click “Launch”
4. Answer the poll
5. We will display the poll results

7. Poll: Single Answer
o What marketing topic do you most want to learn
about?
 Offline advertising
 Online advertising & SEO
 Social media
 Website optimization
 Cross-sell

8. Our Mission
To simplify account opening and lending across
all banking channels for customers/members
and for the employees who serve them

11. Flying the Plane

12. 12
Marketing Plan Components
Search
(SEM/SEO)
Aggregators
Retargeting
Referrals
Social
Landing Pages Account Opening Cross-sell
Offline Hosting Optimization Follow-up
Campaigns A/B Testing User Experience Analytics
Generate Leads Convert Leads Deepen Relationships

13. 1. Generate Leads

14. Offline Advertising & Direct Mail

15. Poll: Single Answer
o Which of the following offline tactics have you
found to be the most efficient in opening new
deposit accounts?
 Direct Mail
 Outdoor Advertising
 Print Advertising
 Radio
 Other

16. Online Advertising, Social & SEO

17. Poll: Multiple Answers
o Which of the following online tactics do you use?
 Social Media
 Paid search
 SEO
 Rate comparison sites
 Display / banner advertising

18. Referral Programs
o Drivers of success
 Automated
 Regular promotion
 Incentive offer
 Program tracking to reward top promoters
18

19. 2. Convert Leads

20. Keys to Better Conversion
Most bank and credit union sites were designed
before online account opening and lending was
added. These sites should be optimized to convert:
1. Streamlined page design with a clear hierarchy
2. Prominent calls-to-action
3. Easy-to-find product information, including rates
4. Help selecting the appropriate product
5. Quick access to customer service
20

21. Site Design Trends

22. Website Evaluation

23. Website Analytics: Behavior

24. Poll: Single Answer
o How confident are you that your website is
optimized to convert effectively?
 Very confident
 Somewhat confident
 Not confident
 No idea
Confidential

25. Reasons for Abandonment
o Frustration
o Confusion
o Fear
o Distraction
o Identity Verification Seven Reasons
Applicants Quit
o Funding Verification Whitepaper
Email info@anderal.com
o Signature

26. Most Abandoners Are Prospects
Existing New
(32%) (68%)
Forrester Research
26
“Why Financial Shoppers Abandon Online Product Applications”

27. Focus On Benefits; Address Concerns
o Incentive offer
o Product benefits
o Security/Safety
o Speed
27

28. Online Ad Retargeting

29. Poll: Single Answer
o Do you know what percentage of qualified visitors
to your site and click to apply online? (Your
application rate?)
 Yes
 No
Confidential

30. 3. Deepen Relationships

31. Automated Cross-Sell

32. Cross-Sell from Online Banking

33. Cross-Sell From PFM
o Use transaction data to
make targeted offers
o Place offers and
advertisements in PFM
platform
Upsell, Cross-Sell: How to Grow
Customer Relationships
Thursday, March 7th 2013 2:00 PM - 3:00 PM ET
With Jim Craig, Geezeo
http://bit.ly/DemoMarch7

34. Staff Incentives

35. The Paradox of Choice

36. Poll: Multiple Answer
o Does your institution..
 Use automated decisioning for cross-sell?
 Offer products from online banking and/or PFM?
 Have a formal incentive program for tellers?
 Have a formal incentive program for loan officers?
 Limit the amount of cross-sell products you offer?
Confidential

37. Questions & Wrap Up
Up Next
Build Brand Engagement and Break the Cycle of
Commoditization
Thursday, Februrary 28st 2013 2:00 PM - 3:00 PM ET
With Jeff Stephens, CEO of Creative Brand Consulting
http://bit.ly/BrandFeb28
oFlows Demo Contact:
Thursday, March 7th 2013 2:00 PM - 3:00 PM ET info@andera.com
http://bit.ly/DemoMarch7