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      Top FIs on Facebook Educate Posted on: Oct 21st, 2014

      Is your institution’s Facebook page missing this vital engagement tool? A critical element of the top financial institution pages on Facebook is education. The Financial Brand has posted the Q3 results of the best and brightest financial institutions on Facebook. Who’s generating the most likes? Well, it’s no surprise to see Big Banks taking up the top spots in the US, but small to mid-size banks, and credit unions, are finding their own big opportunities to succeed. The data allow…


      Weekly Wrap-up: Banking Technology and the “iPod Moment” Posted on: Oct 20th, 2014

      Groupe BPCE, the second largest bank in France, has announced a new service. They’re letting any Twitter user in the country send money through tweets. Not just their customers, anyone with a French bank account. Banking technology is a blossoming field with a ton going on. Tech companies like Apple, Amazon, Google and Twitter are trying to get themselves more and more involved with our money. Few of these new services have caught on thus far. The ground under traditional banking is…


      Kmart Data Breach: What Financial Institutions Should Do Posted on: Oct 15th, 2014

      Attention Kmart shoppers... By this time we're all sick of hearing about data breaches. Big retailers are getting hacked, information is getting stolen, it's like some movie from the 90s come to life. This time, Kmart's been attacked. Every time this happens it's the same story. It can be easy for us to tune it out. Financial institutions need to be on the ball when it comes to communicating the potential dangers of data breaches to their customers. Not only do they need to be able to react…


      Weekly Wrap-up: Halloween Content Marketing Posted on: Oct 14th, 2014

      It’s getting to be that time of year when content marketers go into overdrive. Halloween leads into Thanksgiving, which leads into all our respective December-ish religious or secular festivities, which leads into the New Year, which leads into Valentine’s Day, and then finally, finally you can rest! We’re moving out of the doldrums of summer. The Ice Bucket Challenges of yesterday have melted away. The kids are back in school. A Content Calendar The calendar can be a content…


      A Content Marketing Lesson On The Failure that Led to Twitter Posted on: Oct 9th, 2014

      If there’s one content marketing lesson everyone learns sooner or later, it’s this: Make good content. This is kind of a generic and obvious statement - we all want our work to be good, or hell, even great! - but there's a lot of meaning packed into it. The quality of your content makes a serious impact on how successful your content marketing strategy is. This golden rule was a big part of what led to the creation of Twitter. Check out the interview below, where Biz Stone, one of…


      SIS Bank Implements Truebridge’s Content Marketing System Posted on: Oct 3rd, 2014

      Boston, MA: Truebridge, a financial marketing company located in Boston, is excited to announce SIS Bank’s launch of Truebridge’s Content Marketing System, the Financial Answer Center. Engaging, educational and branded content is a must have for financial institutions of all sizes. “We are living in a content-driven economy. You cannot survive in the banking space today without a content marketing strategy”, says Jeffry Pilcher of the Financial Brand. Instead of generic…


      Financial Content Wrap-up: Multichannel Marketing and Some Inspiration for 2015 Posted on: Oct 3rd, 2014

      The basics of marketing haven't changed, the place has, argues William Secrest on The Financial Brand. Or better yet, the places. As digital marketing eats up more of our marketing budgets, financial marketers are having to account for more and more channels, resulting in new multichannel marketing strategies. If we flashback a few decades, 'multichannel' might have meant print, TV, radio, mail. It almost seems quaint, with each of these channels having its own specific quirk: Text, visual,…


      The Great Social Media Gold Rush Posted on: Sep 30th, 2014

      Social media can feel a little like the Gold Rush. Twitter, Facebook et al. are talked about like some kind of digital Oregon Trail that will deliver us all unto vast unknowable riches. The social media boom in the financial services industry is a really deeply American movement and financial institutions need to understand just how to capitalize on it. We all know the basic idea. There are about a gazillion people on Twitter or Facebook and if you know the right secrets and tricks you can…


      What Is Onboarding? 7 Important Words [Infographic] Posted on: Sep 26th, 2014

      What is Onboarding? Onboarding is more than just acquiring a new customer and sending them on their way. Onboarding is a financial institution's entire communication process when a customer (new or old) opens a new account or buys a new product. The goal of onboarding is to show customers why you're unique, to prove how much you value them and to get them engage with your brand. Onboarding can help you build deeper, more profitable relationships if you follow these steps.  For an…


      Financial Content Wrap-up: College Planning, Choosing a Major Posted on: Sep 22nd, 2014

      In the midst of back to school season, college planning is on the minds of millions. High school juniors and seniors are applying to college (or thinking about it) and freshmen are waking up to the reality of 8 AM classes. If you have someone in your life who's applying to college, or who's undecided on a major, check this out. A recent post from 538 has some great insight into the importance of college planning and picking a major. The link between education and earnings is notoriously…


      7-Step Onboarding Checklist Posted on: Sep 16th, 2014

      First impressions are everything. Onboarding is the most important moment in a relationship with a customer. We get asked all the time how financial institutions can improve their onboarding. This onboarding checklist - slimmed down to the bare necessities from a Financial Brand list - will get you started. Here are the most important things to do during the onboarding process. If you can check off each of these points then you're well on your way to having one of the best onboarding…


      Financial Content Wrap-up: Apple Pay and the Mobile Wallet Avalanche Posted on: Sep 12th, 2014

      One story has dominated the financial services industry this week. On Tuesday, Apple announced plans to team up with Mastercard, Visa and American Express (along with BofA, Capital One, Chase, Citi and Wells Fargo) to launch Apple Pay. Apple Pay is a mobile payment service that utilizes near-field communication. Here's how Apple Pay works. Near-field communication (NFC) between devices involves a whole lot of complicated electromagnetic induction and physics. For us laymen, it basically just…


      Big Decisions Still Happen in the Branch Posted on: Sep 10th, 2014

      Branches are evolving alongside the burgeoning digital bank experience. They’re in a transitional period, climbing out of the primordial ooze and standing on their feet. The ABA Banking Journal highlights how some banks are rethinking the branch experience with a “laser-like emphasis on cross-selling”. The Mighty Morphin’ Branch Experience [Branches will evolve] away from focusing on the low-value, day-to-day transactions at the teller window, to a place where customers can get the…


      Financial Content Wrap-up: All Aboard for Onboarding at Banks Posted on: Sep 5th, 2014

      Our white paper, "Onboarding: A Setup for Sales", recently hit a record number of downloads! To celebrate, this week's Financial Content Wrap-up brings you a cornucopia of onboarding tactics, strategies and tips. Check out what industry luminaries have to say about onboarding at banks and at large. 21 Tips For Onboarding at Banks These tips from The Financial Brand have a lot in common with what we recommend to our clients. Two of our favorites are included below, but you should check out the…


      Truebridge Announces Content “Quick Find” Features Posted on: Sep 3rd, 2014

      Boston, MA -- Truebridge, premier content marketing provider to banks and credit unions, is excited to announce two new “quick find” features. The new features are designed to improve their client’s customer experience - making it easier and faster for customers to find the exact content and sales representative they need, when they need it. More and more financial institutions are realizing that providing content builds emotional engagement, leading to more profitable and loyal…


      How Banks Can Be Proactive About the Home Depot Data Breach Posted on: Sep 3rd, 2014

      [UPDATE: Home Depot has since confirmed the data breach -Ed.] Home Depot confirmed on Tuesday that they’re investigating the possibility of a data breach at almost 2,000 locations. While I want to stress that a breach has not yet been confirmed, the possibility has a lot of people concerned. A Home Depot data breach doesn’t sound too crazy given that Target has had a similar issue recently. Whether or not a data breach occurred, the story’s out there and people are going to be…


      How to Own Your Brand’s Image with a 1 Stop Financial Resource Center Posted on: Aug 25th, 2014

      So you want to be a thought leader and own your brand’s image? You need to have something important to say and you need to be active in saying it. A financial resource center is paramount to accomplishing this. Here’s a great example why that’s so: I haven’t met a financial institution yet who didn’t give back to their community in some way. In addition to educating their customers, each and every one offers a scholarship or two, or donates to a charity, or sponsors local events.…


      Financial Content Wrap-up: Great Recession Aftershocks Posted on: Aug 23rd, 2014

      The Great Recession was six years ago, but consumer confidence is still shaken - understandably so, they call it "great" for a reason. Content and digital media move fast - technology seems like it changes almost every other day - but a bad impression or negative brand image can last for years and years. Financial institutions across the country are still recovering in this respect. Whether Community or Nationwide Bank, now is the time to establish your brand as a trusted resource. Great…


      Financial Content Wrap-Up: Trends in Banking Posted on: Aug 18th, 2014

      If you’re a “visual learner” you’ll want to check this out. Our friends over at the Financial Brand have got a deluge of statistics on where the financial services industry is headed. See for yourself how their catalog of digital banking trends point to more remote banking experiences over the next decade. ~~~ 300 Trends in Banking In-branch transactions are 2230% more expensive than online ones (and 4250% more expensive compared to mobile!). A branch transaction costs about $4.25…


      Financial Content Wrap-up: 100 Million Members Posted on: Aug 8th, 2014

      Welcome to our first Financial Content Wrap-up where we highlight the most important banking industry and content marketing news of the week! Credit unions nationwide have reached over 100 million members, resource centers are a must for serious content marketers and digital cross-selling can increase your share of wallet. Check it out! 1 In 3 Americans Use a Credit Union Big news this week as CUNA announced that credit unions have collectively passed 100 million members. Membership growth…


      Customer Engagement and Cross-Selling Tips Posted on: Aug 6th, 2014

      1.04 - can you guess why this number is important? It represents the difference between the number of products disengaged customers buy (4.50) compared to engaged customers (5.54). These cross-selling tips while help you generate more share of wallet through content engagement. Three Cross-Selling Tips for Better Engagement 1) Be a content provider There are two major places people turn to when they’re trying to solve a financial problem. Maybe they need a mortgage, maybe they’re just…


      Cross-Selling with Content in the Digital Future Posted on: Aug 4th, 2014

      Researchers at Bain & Company estimate that by 2020, 95% of interactions between customers and their bank will have at least a digital component (if not being outright digital). Banks need ways to improve and integrate digital experiences in order to meet their cross-selling goals. In the face of a lot of complicated regulatory and compliance-related difficulties, financial institutions have made a lot of progress in the digital sector. However, in Bain’s study, more than half of the…


      Bankie Says Relax! How Banks Benefit from Emotional Branding Posted on: Jul 28th, 2014

      On the Holmes and Rahe stress scale, 24 of the 43 most stressful life events have a financial component. Mortgages made the list three times! These important events - like starting a new job or having a child - have serious financial components and emotions can run high. Financial marketers can drive sales if they understand how emotional branding influences decision-making. The first thing to understand is that people aren't as rational as we like to think we are. We're driven by emotions.…


      Determining Your Digital Onboarding Process Posted on: Jul 23rd, 2014

      Our attention is everywhere these days. We get bombarded by tweets, Facebook statuses and blogs (thanks for checking this one out by the way!) and it’s really tough to break through as everyone scrambles to reach their audience. For banks and credit unions, the onboarding process is a critical moment to retain your customers' interest. They’ve heard what you have to say, they understand what you’re offering and they’ve decided to open an account with you. You’ve worked hard to gain…


      Happiness is Contagious - How Emotional Marketing Drives Sales Posted on: Jul 21st, 2014

      Are your customers unhappy? Not unhappy with your company, but in broader terms. At the very least they’re stressed out and anxious about making a mistake. Chances are they’ve got people who are counting on them to make a smart financial decision. John might need a car to get his kids to school on time. Mary might be buying a house. Financial institutions should use emotional marketing to provide benefits to customers that go beyond low rates. Research from CEB has shown that…


      The Invisible Hand of Marketing Posted on: Jul 16th, 2014

      We’ve all heard of Adam Smith’s idea of the “invisible hand” before. We take this term to mean that the market will regulate itself (though this may not be what Smith was actually saying). But not only is there an invisible hand of the market, there’s one that can guide marketing too. The invisible hand of marketing works when you sell by not selling. It allows you to engage your audience with something more than a new low rate, helping you to define your brand and give your…


      Teenage Financial Literacy - How much do kids today know about money? Posted on: Jul 10th, 2014

      The results are in and this is going on your permanent record! CNBC recently reported on the results of the Organization for Economic Cooperation and Development's global assessment of financial literacy among 15-year-olds. The outlook for teenage financial literacy in the U.S. isn’t so bad, but there’s very clearly room for improvement. Here are the results of the 2014 OECD test. The OECD rates someone as "baseline proficient" if they score between 400 and 475. A student who scores…


      Chase Bank and the Fantastic Future Branch Posted on: Jul 3rd, 2014

      [Update: We misreported a statistic regarding Chase's branch traffic. We originally reported that only 55% of customers had been to a branch in a given quarter. This statistic actually represents traffic for commercial customers. We're looking into sourcing a figure that represents household customer traffic and have updated this post to better represent the cited figure. We apologize for the miscommunication. -Ed.] Chase Bank recently released an earnings report which outlines the success…


      A Simple and Innovative Bank Marketing Tactic Posted on: Jun 30th, 2014

      If there was ever a marketing idea that was just crazy enough to work, it’s this one. Strangely enough, it’s not a particularly new idea, just one that’s being used by marketers in an innovative way. The podcast is quickly replacing traditional radio and some players are getting on board with innovative bank marketing. For those not in the know, podcasts are like 30 to 60 minute downloadable radio shows. Unlike a radio show, you can listen to podcasts on your own schedule and bring…


      Credit Union Marketing and Member Experience Posted on: Jun 24th, 2014

      Credit union marketing is about more than products. It’s about defining the individual identity of each and every credit union based on its own community, its own customers. As CUs look for new ways to expand, grow their share of wallet and further benefit their community, they should be thinking about the member experience they’re providing online. A CU’s website doesn’t need to lack the personal touch of the good-old-fashioned in-branch experience. Especially because it’s the…


      3 Important Website Tips for any Digital Credit Union Posted on: Jun 23rd, 2014

      The role of the credit union branch has been up for debate for some time. Customers will always desire a physical location in some capacity, but the raw numbers show that branch traffic is decreasing while digital traffic is increasing. It’s easy to see how a more connected, more digital credit union will be the future of banking in the CU space. Online and mobile banking provide unparalleled convenience for the customer’s day-to-day needs. While the customer service and face-to-face…


      Educational Content Sets Up Sales [Infographic] Posted on: Jun 20th, 2014

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      Trusted Financial Advisors are Emotion-Oriented Posted on: Jun 18th, 2014

      Love or hate fast food, you can’t argue that it’s a reliable dining experience. Pull into any drive thru from Florida to Alaska and if you order a number 1, you can trust that it will be prepared the same way every time. If only financial services were that easy! Becoming a trusted financial advisor isn’t so simple. As Andrea Howe, co-author of The Trusted Advisor Fieldbook, in an interview with Bank Investment Consultant outlines, there are 4 factors: Reliability, credibility,…


      The Importance of Customer Engagement for Banking Brands Posted on: Jun 12th, 2014

      Commercial or community, bank or CU, everyday, people are interacting with the banking brand that matters to them. But the big question is: Just how much does it matter? Online banking is ballooning the amount of transactions and interactions that customers can have with their bank. It’s easier than ever to just keep an eye on your balance. The only checkbook balancing you need to do any more is if you put your checkbook on your head when you’re carrying a ton of groceries and trying to…


      Infographic: Social Media Content Connections Posted on: Jun 5th, 2014

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      Social Media Strategy for Banks & Credit Unions Posted on: Jun 2nd, 2014

      Banks and credit unions have a social media strategy problem. Their customers don’t see value in what they’re saying. Right now, 77% of people aren’t following their financial institution on social media. Yet internal data from Facebook has shown that smartphone users check their Facebook feed about 10 to 15 times per day--just on their mobile devices! What incentive do people have to follow their financial institution? Most view their bank or CU as a place to house their money and…


      Winchester Savings Bank Implements Truebridge’s Content Marketing System Posted on: May 27th, 2014

      BOSTON, MA: Truebridge, a financial marketing company located in Boston, is excited to announce Winchester Savings Bank’s launch of Truebridge’s Content Marketing System, the Financial Answer Center. Engaging, educational and branded content is a must have for financial institutions of all sizes. “We are living in a content-driven economy. You cannot survive in the banking space today without a content marketing strategy”, says Jeffry Pilcher of the Financial Brand. Instead of…


      Infographic: How Content Brings Buyers to Branches Posted on: May 22nd, 2014

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      How To Set Your Mobile Banking Platform Apart Posted on: May 16th, 2014

      “Approximately 15% of mobile users are mobile-only and have stopped using the Internet banking channel.” A study of almost 200,000 mobile users by CUNA has shown that mobile banking is taking over. People are not only trying it, they’re staying engaged with it.  Financial institutions need to work to make their mobile banking platform more than a "me too" application. If they want to increase share of wallet, they need a strategy that leads to sales. It’s easy to see why mobile…


      3 Steps to Make Social Media Work for Banks Posted on: May 8th, 2014

      72% of American adults use social networking sites. As more banks move their brands into social media spaces, they need to be sure that they’re participating in a way that builds their brands and drives sales. Since social sites are anything but traditional marketing spaces, there are a few rules to follow in order to make social media sell.   HOW TO MAKE SOCIAL MEDIA SELL 1) Avoid sales pitches. Traditional ads take a back seat on social media. Even something like a special offer…


      Financial Literacy Month Wrap Up Posted on: May 1st, 2014

      With Financial Literacy Month coming to a close, here’s a recap of what we covered. Check out how what started as a financial literacy movement in 2000 became nationally recognized by the government: The History of Financial Literacy Month Learn a lesson or two from the dream team of characters in need of financial education: Characters Who Could Learn Something During Financial Literacy Month Get some insight into what regulators goals and how symbiosis can drive…


      Your Math Teacher Was Wrong and What It Means For Digital Banking Posted on: Apr 30th, 2014

      In math class, teachers always used to say, “You’ve got to memorize this formula because you won’t always have a calculator in your pocket!” The lesson behind this adage isn’t totally lost today (it’s still important to be able to do things by hand when learning), but the premise is now false: We have calculators everywhere we go.* 3 in 5 people own a smartphone and 90% of Americans own a cell phone period. These numbers are only growing. I don’t need to tell you that the…


      Financial Content Marketing Gets Buyers To Branches Posted on: Apr 24th, 2014

      Problem Physical stores in every industry have been undergoing change for some time. These days you can even buy your groceries online. For banks and credit unions, as more and more people adopt new online technology, branch traffic is declining, leading to fewer, smaller and more automated branches. The branch will always serve a role, but customers are increasingly using online services for their day-to-day needs. They log on to their account, transact and log out--it’s fast, easy…


      New Tool Means More Sales in the Branches Posted on: Apr 23rd, 2014

        Boston, MA: Truebridge is pleased to announce the revamp of Branch LeadMaker, a tool that greatly facilitates the generation of referrals and sales appointments. Truebridge has created this tool to help banks realize the enormous opportunity they have to leverage frequent customer contact into stronger and more profitable relationships. Branch LeadMaker was designed especially for ease of operation in a retail branch environment. The system provides frontline branch employees with…


      How to Become an Everyday Bank - Financial Literacy Month Posted on: Apr 16th, 2014

      Banks want more share of wallet and to get it they have to be a bigger part of their customers’ lives. A recent report from Accenture suggests new ways to accomplish this goal. Everyday Bank The Everyday Bank philosophy is essentially about extending the banking ecosystem and creating connections. With branch traffic lowering, banks and credit unions have to evolve to compete. The Accenture report stresses the need for banks to become better value aggregators, access facilitators and…


      3 Stats on Millennials’ Banking Behavior You Need to Know Posted on: Apr 7th, 2014

      The way people talk about Millennials sometimes makes them seem like a riddle, wrapped in a mystery, inside an enigma. Everyone’s trying to figure out how to best engage with this demographic. There might just be a simple solution. In the words of Charles Bukowski: “Don’t try.” Let’s look at some stats and I’ll show you what I mean. A recent survey by TD Bank of 1,500 Millennials from around the country supplies our data.   A lot of numbers here that basically just…


      Banking Technology Pitfalls and New Content Solutions Posted on: Apr 4th, 2014

      Technology is changing the way consumers deal with their bank. Fewer, smaller and more automated branches looks like the trend. Banks would like to turn their branches into places customers can go for face to face sales of higher margin products. But a major pitfall of new banking technology is that it is quickly eliminating the dialogues that used to create the sales leads needed to make that happen. 3 in 10 haven’t been in a bank in 6 months or more. Bank customers still have plenty of…


      Fictional Characters Who Could Learn Something During Financial Literacy Month Posted on: Apr 3rd, 2014

      If you ever questioned the importance of financial literacy, check out this list to see the damage illiteracy can do. Let us know if you think we missed anyone! Chester J. Lampwick The rags-to-riches story of Mr. Lampwick sounds nice at first, but after an $800 billion payout from a court case, his principle investments become a solid-gold house and a rocket car. It’s little wonder that he eventually ends up back in rags. Michael Scott ‘Nuff said. The Bad Guy from Blank…


      Truebridge’s “eConnect” Takes Content Marketing to the Next Level Posted on: Apr 2nd, 2014

      Boston, MA: Truebridge is pleased to announce the launch of eConnect, a powerful email content marketing application designed to help financial institutions take their educational content to the next level. Truebridge’s eConnect technology delivers targeted, dynamic content on the customer’s terms, providing a service that’s customer-focused and drives sales. Truebridge clients already have a vast library of financial content at their disposal through their Answer Centers. Now, that…


      The CFPB and Financial Education Benefits Posted on: Apr 1st, 2014

      There’s a push from regulators to educate consumers. If you’re in banking you’ve heard of the Consumer Finance Protection Bureau (CFPB). It was set up as a response to the recent financial crisis and began operation in 2011. Financial education doesn’t just need to be a nicety that you provide to your customers, it can be something that helps you both generate leads and get more out of your website at a time when branch traffic is declining. The CFPB has three goals: Educate, enforce,…

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