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Most financial service providers today lose nearly as many clients as they acquire each year. With a shrinking pool of business customers, and a challenging economic environment, the competition to keep your profitable customers is reaching an all-time high. Experts agree that the way to win in this race to retain and grow profitable customers, is to engage them with relevant, solutions-based information that will help them to thrive during their own economic battles.
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Why content marketing is the
future of bank marketing
Wells Fargo leads the way in content-driven marketing. The results? Reduced client defections, impacting net profits by $20M in one year.
“70% of your sales come from existing customers.”
CSO Insights
–Case Study by Exametric, Inc.
“90% of purchasing begins online” Forrester Research
“76% of bank customers don’t trust their bank”Yankelovich Inc.
Content marketing is about being there to anticipate and deliver the information these prospects will need as they go down the consideration path and on to the buying process.
“Increasing mistrust of banks by their respective customers is creating a higher than normal client defection rate.” New York Times
“If you can keep even 5% of your current
financial clients, (who would otherwise
defect), from leaving, you can positively
impact your bottom line up to 95%.” Fredrich Reichheld, The Loyalty Effect
Defining content marketing
“Content marketing is the art of understanding exactly what your customers need to know, and delivering it to them in a relevant and compelling way to grow your business.” Junta 24
“The best revenue-generation tool is content consisting of industry intelligence.”
—Financial Insights
“Readers are searching for content that helps educate them about key business issues … those marketers that stay ahead of the curve on content will ultimately drive more leads …to their sales team.” Andrew Gaffney, Editor of DemandGen
Samples of Banks Using Solutions-Oriented Content to Drive Loyalty, Optimize Cross-Selling,
and Lead-Generation:
Keybank’s Content Library by IndustryContent strategy resulted in 5% less defections, increase in cross-sells
Deutsche Bank’s Client NewsletterRecently added an Asian and European version as well
Capital One’s Newsletters get an average 70%+ open-rate
12
FPS newsletters get their bank clients an average of 80% in open rates
13
Plus detailed reporting on who engaged with what content , by
individual
Delivered: 920 Unique Reads: 357 (39%)Total Reads: 930 (101%)Unique Clicks: 114 (12%)Total Clicks: 232 (25%)Hot Prospects: 163 (18%)Percentages are rounded to
nearest whole number.
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And what Pages Were Visited On Your Website
This sales intelligence shortens sales cycles, improves close rates and cross-
selling
newsletters
white paper
video
social media
on-demand webcasts
resource library
newsletters
white paper
videosocial media
resource library
Re-purpose your content for economies of scale
Make it easy for prospects with similar issues to find you on search engines,
plus …
Decreases the sales cycle from months to weeks
Increases your qualified lead pool 78%
Improves conversion rate speed 150% to 300%
Increases transaction size
BearingPoint, Management and Technology Consultants
Our areas of custom content expertise
– Treasury and Cash Management Services
– Commercial Card & Merchant Card Services Management
– International and Trade Services– Wealth Management– Correspondent Banking– Small Business Banking– Venture Capital Development
and Investment– Equipment Leasing
– Pension Fund Management– Financing– Investments– Credit and Accounts Receivable– Risk Management– Strategic Business Management– Trust Accounting and Custody– Retirement and Benefits
Planning
You too can achieve extremely high client and prospect engagement
rates We collaborate with you to develop compelling, customized content for
newsletters, case studies, white papers, social media and videos, that your clients will welcome and that you can measure to determine impressive ROI.
Real-time reporting tools to help you identify hot prospects .
PLUS … we’ve just made it easier to choose your unique custom-content , delivery and tracking system, through our new subscription-based content pricing!
Contact us at 847.858.9499 or via e-mail at [email protected], We can discuss your specific needs and provide a custom content marketing package ,built to your specifications.
See how our powerful sales and marketing tools work in harmony to keep you on top of your game in the ongoing competition for customers.
www.fpsc.com
