Financial Marketing and Cross Selling Blog
Helpful content marketing techniques from SunTrust’s retirement section
I was reminded of the LiveSolid.com website during a recent conversations with Jeff Pilcher of The Financial Brand. The site was built by SunTrust Bank in Atlanta, Georgia. It’s a big blue site that unless you look carefully you’d never know it was created by SunTrust. Why a bank wouldn’t want to make it clear that they were associated with such helpful content is beyond me.
But then I took a further look at their own website at www.suntrust.com. As I dug into the retirement section I stumbled upon their retirement microsite. This site is very well put together and is a great lesson in how to create compelling online content that pulls your audience in and eventually can lead them to wanting to meet with one of your professionals.
Lets take a look at what happens when we first enter the site. At first we are met with four personas:
Five reasons why bank branches don’t deliver referrals
We all know it’s a problem and everyone has their own opinions on why we only see a trickle of referrals but how do we open the faucet? In today’s featured post we’re here to help uncover what’s really going on at the frontlines.
Back in April we conducted a survey that included over 160 sales reps and program managers from banks throughout the country. We pulled together some common factors that have been thrown around in the industry as barriers for branch referrals and asked them to rate each one on how big of a barrier they were. Here is what we found (in order from least to greatest barrier):
Bank marketing – In with the new and out with the old
When we talk to bankers, we often talk about the old way versus the new way of bank marketing. If you want to be seen in your community as the place to go for more then just checking or savings accounts, there are three key areas where changes are necessary:
- Marketing
- Referral generation
- The website
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