Journey Map Your Financial Content Requirements
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Fintactix focuses on leveraging content marketing to enhance customer engagement in the bank and credit union markets since its founding in 2011. The document outlines the importance of mapping the financial journey, identifying key engagement points, and delivering targeted content to improve conversion rates and customer retention. It highlights various life events and financial milestones that can be addressed through effective marketing strategies to foster positive relationships with consumers.
Journey Map Your Financial Content Requirements
- 1. fintactixbuild smarter financial relationships fintactixbuild smarter financial relationships
- 2. build smarter financial relationships Journey Map Content Requirements
- 3. build smarter financial relationships 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
- 4. build smarter financial relationships Content Marketing - It’s about the financial journey, not about you - Enables engagement - Leverage opportunities across channels
- 5. build smarter financial relationships 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 lead 7.6% 1.0% Source: Aberdeen Group, May 2013. Content Marketing ROI: Quantifying the Value of the Difference
- 6. build smarter financial relationships Marketer Objectives • Finding new customers • Expanding relationships • Customer retention
- 7. build smarter financial relationships Engagement Marketing • Positive engagements drive new discovery • Discovery encourages exploration which creates relationships • Leverage relationships for further engagement Forrester: Marketing RaDaR
- 8. build smarter financial relationships The Financial Journey Life Events Spending Money Management Family 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
- 9. build smarter financial relationships Financial Journey Brian Builds an Outdoor Kitchen • Awareness • Knowledge • Consideration • Selection • Satisfaction • Advocacy • Loyalty
- 10. build smarter financial relationships Financial Journey Breanna Buys a Car • Awareness • Knowledge • Consideration • Selection • Satisfaction • Advocacy • Loyalty
- 11. build smarter financial relationships Financial Journey Michaela Moves Out • Awareness • Knowledge • Consideration • Selection • Satisfaction • Advocacy • Loyalty
- 12. build smarter financial relationships Financial Journey Sierra and Silvio Start a Family • Awareness • Knowledge • Consideration • Selection • Satisfaction • Advocacy • Loyalty
- 13. build smarter financial relationships 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
- 14. build smarter financial relationships Content Requirements Awareness Knowledge Consideration Selection Satisfactio n LoyaltyAdvocacy Brian Breanna Michaela Sierra & Silvio
- 15. build smarter financial relationships Content Requirements 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? Awareness Knowledge Consideration Selection Satisfactio n LoyaltyAdvocacy Content Requirements
- 16. build smarter financial relationships Content Delivery Awareness Knowledge Consideration Selection Satisfactio n LoyaltyAdvocacy Web Social Commun- ications Branch Search Content Requirements
- 17. build smarter financial relationships Web • Help financial consumers through their decision process • Educate, answer key questions • Offer next steps and calls to action • Desktop, tablet and mobile
- 18. build smarter financial relationships Social Media • Helping, not selling • Build audiences • Magnify your voice • Mine comments for opportunities
- 19. build smarter financial relationships Communications • Promote content of interest • Build brand, image and word of mouth • Encourage discovery, learning and exploration
- 20. build smarter financial relationships Search • Draw website traffic with meaningful content • Engage online • Drive next steps with calls to action
- 21. build smarter financial relationships Branch • Equip branch associates with tools and knowledge • Educate to remove sales obstacles • Print handouts for home consideration and sharing
- 22. build smarter financial relationships Content Delivery Awareness Knowledge Consideratio n Selection Satisfaction Advocacy Loyalty Web Social Comm Branch Search
- 23. build smarter financial relationships ROI • Finding new customers • Expanding relationships • Customer retention
- 24. build smarter financial relationships Finding New Customers • Improve website traffic • Boost conversion rates: – Higher quality leads – Brand building – Lead nurturing – Calls to action • Reduce paid search, ad budgets
- 25. build smarter financial relationships Expanding Relationships • Grow share of wallet – Enhanced visit duration – Engage with targeted content – Cross-sell based on customer activity • Content tie-ins for promotions
- 26. build smarter financial relationships Customer Retention • New account onboarding • Higher customer retention rates • Improved value of brand and relationship • Increased contact opportunities (social, direct channels)
- 27. fintactixbuild smarter financial relationships