journey map your financial content requirements

fintactixbuild smarter financial relationships


build smarter financial relationships

Journey Map Content Requirements


About Fintactix

• Founded in August 2011

• Focused on Bank and Credit Union markets

• Using content to drive positive engagement, discovery

and exploration during the customer journey


Content Marketing

- It’s about the financial

journey, not about you

- Enables engagement

- Leverage opportunities

across channels


Content Marketing Benefits

Current Performance

Content

Marketing Users Non-Users

Average website conversion rate 2.9% 0.5%

Average email marketing click-through

rate (CTR)3.4% 1.8%

Conversion rate from marketing

response to marketing qualified lead7.6% 1.0%

Source: Aberdeen Group, May 2013. Content Marketing ROI: Quantifying the Value of the Difference


Marketer Objectives

• Finding new customers

• Expanding relationships

• Customer retention


Engagement Marketing

• Positive engagements drive new discovery

• Discovery encourages exploration which creates relationships

• Leverage relationships for further engagement

Forrester: Marketing RaDaR


The Financial Journey

Life Events SpendingMoney

ManagementFamily Finances Work Life

• Going to College

• Moving Out

• Getting Married

• Starting a Family

• Starting a

Business

• Send a Child to

College

• Retirement

• Separation &

Divorce

• Loss of a Loved

One

• Major Purchase

• Buying a Vehicle

• Buying a First

Home

• Buying Your Next

Home

• Remodeling Your

Home

• Holidays

• Vacations

• Banking

• Borrowing

• Budgeting

• Saving

• Spending

• Managing Debt

• Kids & Money

• Retirement

Planning

• Identity Protection

• Insurance

• Investing

• Estate Planning

• Health Care

• Inheritance

• Charitable Giving

• Taxes

• Your First Job

• Changing Jobs

• Losing a Job

• Retirement

• Working in

Retirement


Financial Journey

Brian Builds an Outdoor

Kitchen

• Awareness

• Knowledge

• Consideration

• Selection

• Satisfaction

• Advocacy

• Loyalty


Financial Journey

Breanna Buys a Car

• Awareness

• Knowledge

• Consideration

• Selection

• Satisfaction

• Advocacy

• Loyalty


Financial Journey

Michaela Moves Out

• Awareness

• Knowledge

• Consideration

• Selection

• Satisfaction

• Advocacy

• Loyalty


Financial Journey

Sierra and Silvio Start a Family

• Awareness

• Knowledge

• Consideration

• Selection

• Satisfaction

• Advocacy

• Loyalty


Mapping the Financial Journey

• Identify key points of engagement for each phase

• Identify content required to meet customer need

• Identify available content for each engagement point


Content Requirements

Awareness Knowledge Consideration SelectionSatisfactio

nLoyaltyAdvocacy

Brian Breanna Michaela Sierra & Silvio



How will

they become

aware of

their

financial

need?

How will they

identify the

solution set

that might

meet their

financial

need?

How will they

consider and

evaluate that

solution set?

How will they

make a final

purchase

decision?

How will they

become

satisfied with

their

purchase

decision?

What will get

them to talk

positively

about their

experience?

What will

encourage

them to do

business

again?


nLoyaltyAdvocacy



Content Delivery


nLoyaltyAdvocacy

Web SocialCommun-

icationsBranch Search



Web

• Help financial consumers through their decision process

• Educate, answer key questions

• Offer next steps and calls to action

• Desktop, tablet and mobile


Social Media

• Helping, not selling

• Build audiences

• Magnify your voice

• Mine comments for opportunities


Communications

• Promote content of interest

• Build brand, image and word of mouth

• Encourage discovery, learning and exploration


Search

• Draw website traffic with

meaningful content

• Engage online

• Drive next steps with calls to

action


Branch

• Equip branch associates with tools and knowledge

• Educate to remove sales obstacles

• Print handouts for home consideration and sharing


Content Delivery

Awareness KnowledgeConsideratio

nSelection Satisfaction Advocacy Loyalty

Web

Social

Comm

Branch

Search


ROI

• Finding new customers

• Expanding relationships

• Customer retention


Finding New Customers

• Improve website traffic

• Boost conversion rates:

– Higher quality leads

– Brand building

– Lead nurturing

– Calls to action

• Reduce paid search, ad budgets


Expanding Relationships

• Grow share of wallet

– Enhanced visit duration

– Engage with targeted content

– Cross-sell based on customer activity

• Content tie-ins for promotions


Customer Retention

• New account onboarding

• Higher customer retention rates

• Improved value of brand and relationship

• Increased contact opportunities (social, direct channels)

journey map your financial content requirements

Marketing

financial need

content marketing roi

marketing response

engagement forrester

marketing qualified

available content

average email marketing

customer need