journey map your financial content requirements
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fintactixbuild smarter financial relationships
fintactixbuild smarter financial relationships
build smarter financial relationships
Journey Map Content Requirements
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
build smarter financial relationships
Content Marketing
- It’s about the financial
journey, not about you
- Enables engagement
- Leverage opportunities
across channels
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 lead7.6% 1.0%
Source: Aberdeen Group, May 2013. Content Marketing ROI: Quantifying the Value of the Difference
build smarter financial relationships
Marketer Objectives
• Finding new customers
• Expanding relationships
• Customer retention
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
build smarter financial relationships
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
build smarter financial relationships
Financial Journey
Brian Builds an Outdoor
Kitchen
• Awareness
• Knowledge
• Consideration
• Selection
• Satisfaction
• Advocacy
• Loyalty
build smarter financial relationships
Financial Journey
Breanna Buys a Car
• Awareness
• Knowledge
• Consideration
• Selection
• Satisfaction
• Advocacy
• Loyalty
build smarter financial relationships
Financial Journey
Michaela Moves Out
• Awareness
• Knowledge
• Consideration
• Selection
• Satisfaction
• Advocacy
• Loyalty
build smarter financial relationships
Financial Journey
Sierra and Silvio Start a Family
• Awareness
• Knowledge
• Consideration
• Selection
• Satisfaction
• Advocacy
• Loyalty
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
build smarter financial relationships
Content Requirements
Awareness Knowledge Consideration SelectionSatisfactio
nLoyaltyAdvocacy
Brian Breanna Michaela Sierra & Silvio
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 SelectionSatisfactio
nLoyaltyAdvocacy
Content Requirements
build smarter financial relationships
Content Delivery
Awareness Knowledge Consideration SelectionSatisfactio
nLoyaltyAdvocacy
Web SocialCommun-
icationsBranch Search
Content Requirements
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
build smarter financial relationships
Social Media
• Helping, not selling
• Build audiences
• Magnify your voice
• Mine comments for opportunities
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Communications
• Promote content of interest
• Build brand, image and word of mouth
• Encourage discovery, learning and exploration
build smarter financial relationships
Search
• Draw website traffic with
meaningful content
• Engage online
• Drive next steps with calls to
action
build smarter financial relationships
Branch
• Equip branch associates with tools and knowledge
• Educate to remove sales obstacles
• Print handouts for home consideration and sharing
build smarter financial relationships
Content Delivery
Awareness KnowledgeConsideratio
nSelection Satisfaction Advocacy Loyalty
Web
Social
Comm
Branch
Search
build smarter financial relationships
ROI
• Finding new customers
• Expanding relationships
• Customer retention
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
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
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)
fintactixbuild smarter financial relationships
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