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Are Regulatory Concerns Impeding Your Financial Services Marketing Efforts? OneTouchPoint Can Help.

Learn how U.Connect helps financial services companies create multichannel marketing campaigns without compliance risks.

For any business with multiple locations and disparate local and national marketing leaders, keeping all the collateral design and messaging approved, up-to-date, and consistent can be a significant challenge. For financial institutions, however, there’s an additional layer of complexity: all marketing content must adhere to strict federal and state regulations. If marketing content is disorganized in most industries, that leads to internal headaches and wasted hours searching for the latest. In financial services marketing, if regional marketers decide to create their own collateral rather than waiting for headquarters to share the preapproved assets (again), that could lead not only to brand dilution and erosion of customer trust.

With the stakes as high as they are, many financial services institutions simply opt to keep their marketing as simple as possible, eschewing the multichannel marketing strategies and personalized outreach that customers crave. While playing it safe may minimize regulatory risks, the strategy leaves a lot to be desired in terms of attracting new clients and building trusted, long-term relationships with current customers.

It doesn’t have to be that way.

A Centralized Hub for Financial Services Marketing Content

The key to empowering both corporate teams and far-flung local leaders to create and distribute rich, engaging multichannel marketing campaigns — without worrying about regulatory infractions — is to create a centralized hub to manage those campaigns. OneTouchPoint’s U.Connect platform is a purpose-built platform that enables local marketers to leverage national level campaigns at the local level. Here are a few of the ways U.Connect helps financial services marketers overcome the logistical and regulatory hurdles impeding their ability to connect with customers:

Maximize Marketing Efficiency & Preserve Brand Integrity

Keeping pre-approved materials at marketers’ fingertips accomplishes two things: First, it means they no longer have to waste hours sifting through Google Drive for the latest version of that brochure they need (or asking others to waste their time helping them find it). Second, it means they’re not going to compromise brand integrity by either sharing outdated collateral or “going rogue” and creating their own. Rather, they’ll be able to easily grab the approved files they need, personalize the details for their particular audience and location, and either schedule them to publish on digital channels or order printed copies from right within the platform ensuring print quality. With U.Connect, marketers will gain precious hours back for core aspects of their job, and they’ll be able to provide customers with consistent, engaging communication across every channel.

Ensure Full Regulatory Compliance in Every Region

The ease with which U.Connect allows marketers to reach for preapproved materials means that every piece of every marketing campaign will meet federal regulations. However, there are also state-level regulations local marketers must meet, and a branch in Texas may have different messaging rules than one in California or Kentucky or New York. Without a centralized asset hub, national marketing leaders (and their legal teams) have to oversee local marketing production to ensure every asset adheres to the standards for its region. But with U.Connect, the organization can store approved language for every region, making it easy for local marketers to personalize their assets with exactly the right details.

Deep Dive into Content Usage

The centralized hub keeps assets available and organized appropriately, and it also keeps usage data at marketers’ fingertips. Need to know when, exactly, a specific postcard was used? Need to know how much marketers in a particular region spent on digital advertising last quarter? The U.Connect platform keeps critical data at users’ fingertips, enabling analysis of ordering patterns and spending at the local and national level for better decision making - and according to Aprimo, 70% of created content is never used. By deep diving into your data, this makes for more effective strategic decision making and allows you to focus on creating content that connects with your consumers – leading to increased ROI.

OneTouchPoint’s U.Connect platform helps financial services companies take control of their brand, budgets, and future, serving as a central command center for flawless and compliant marketing execution and supply chain management. U.Connect enables end-to-end management of local and national marketing campaigns and programs from creation to distribution—offering content management, ability to lock down compliant language, governed localization and customization, Web2Print on-demand ordering and fulfillment, budgetary and financial controls, and in depth analytics.

To learn more about U.Connect — and the other ways OneTouchPoint supports multichannel financial services marketing initiatives, we invite you to contact us or request a quote on your next project. Our experts will provide insight and ideas to deliver phenomenal results at a great price.

Digital Marketing for Financial Services: Online Outreach Enhances Traditional Marketing Strategy

Learn how banks can combine digital strategies with traditional marketing tactics to build brand awareness and increase ROI.

As banks and other financial services institutions continue to embrace and offer new digital services to consumers, it stands to reason that the next frontier in the financial services industry’s digital transformation is marketing. While the industry has largely kept customer engagement strategies fairly traditional — largely due to strict federal and state regulations on content — the reality is that consumers are demanding to engage online with the businesses they buy from in every industry. Financial services and banking is no exception, and in fact, the demand is even greater in this industry that requires customers to share in-depth personal information and hand over control of their hard-earned wealth. In the financial services industry, trust is paramount to customer loyalty, and a critical way to build that trust is by meeting customers where they are, engaging with them consistently across all channels.

If your financial services institution hasn’t incorporated digital into your multichannel marketing efforts yet, let us show you three ways to combine online communication with the print outreach you’re already doing in order to increase brand recognition, build stronger relationships with existing clients, and grow your customer base.

Add Digital CTAs to Print Outreach

You can start by using your existing print marketing efforts to invite your audience to engage with you online. Start by adding your social media handles to the asset, right under the phone number and address, but then take it a step further. For example, if you’re using direct mail to promote your auto loan offerings, hit the highlights in your mailing and use a QR code to drive recipients to the blog post your chief lending officer wrote about why it’s better to finance your vehicle through your bank than your dealership. If you’re introducing new checking or savings account options, you could send readers directly to the online application. If you’ve overhauled your mobile banking app, use that QR code to send them to the app store for the latest update.

These small additions to your print marketing collateral create a big opportunity for customers to interact with your organization in a new way, gaining far more value and becoming far more familiar with your brand online than they would’ve through the mail piece alone.

Use Social Media to Build Familiarity Before You Hit Mailboxes

Recent surveys from SimilarWeb found that social media users spend an average of nearly an hour a day each on Facebook and Instagram. As they scroll, consumers are primed for the many advertisements and introductions new brands pop up between status updates and news articles in their feeds. Your post promoting new member fee reductions or limited-time interest rates will fit right in. And even if a potential customer doesn’t click on your ad or post right away, simply seeing it will build that first level of awareness, which will lead to a higher response rate once the direct mail arrives. How much higher? A OneTouchPoint client recently saw a marketing ROI increase of over 200% when combining their direct mail and Facebook campaigns. Why? Because social media marketing breeds familiarity, and familiarity is the first step toward trust. When a potential client sees your postcard in their mailbox and recognizes your name and branding, they’ll be more apt to take action because you’ve already started establishing that invaluable trust.

Use Online Channels as A/B Testing Ground

With marketing teams at financial services institutions under pressure to achieve more ROI with smaller budgets, it becomes critical to reserve print marketing spend for just the right design and messaging. Fortunately, when it comes to getting that printed collateral just right, social media marketing can help. Say you’re looking to send out a postcard advertising your bank’s new offerings for 2022. You can test that postcard’s design, image, and copy by sharing digital versions first. Set up two or three variations as social media ads, and then study the engagement analytics to find out images and copy perform best with your target audience, and use that data to confidently commit to a final postcard design. Not only will you have conducted an effective A/B test with little to no additional marketing spend, but you’ll have introduced potential customers to your campaign via social media. Some of those potential customers may not be on your mailing lists, which means you’ve expanded your reach. And those who are will already be familiar with the campaign when it hits their mailboxes in postcard form, meaning they’ll be more likely to pay attention.

These three tips are just a glimpse of the ways digital marketing can combine with print efforts to increase brand awareness, customer engagement, and sales. At its most basic, showing up for potential customers on every channel — from their physical mailboxes to their newsfeeds — with consistent, valuable messaging lays the foundation of familiarity and trust that paves the way for lifelong customer relationships. This is the first step in showing customers they can be confident trusting your financial services institution with their money.

At OneTouchPoint, we’re obsessed with helping our financial services clients expand their marketing efforts into digital channels in order to create dynamic multichannel marketing campaigns. We invite you to contact us to learn more, or request a quote on your next project. Our experts will provide insight and ideas to deliver phenomenal results at a great price.

Multichannel Marketing for Financial Services Institutions: Creating an omnichannel experience

Learn the four essential elements of effective multichannel marketing strategies for financial services institutions.

Consumers today demand trusted relationships with the brands and service providers they choose to work with. They look for companies with clear, consistent interactions across all channels, whose communications provide up-to-date information and personalized value. And this demand for trust and consistency is especially potent when it comes to the financial service institutions customers rely on to keep their hard-earned money—not to mention their personal information—safe and secure.

So how can financial services marketing and communication leaders ensure their institutions are engaging with current and potential clients in a meaningful way? In short, by creating engaging multichannel marketing campaigns that meet their audiences where they are—online or in person—and provide the customized, localized, and personalized information they need to recognize the value your brand has to offer.

It sounds like a lot to manage, and it is. But when we distill the process into four key elements—internal organization, print outreach, online engagement, and the in-branch experience—the prospect of planning and implementing global and local multichannel marketing campaigns becomes a whole lot more feasible.

Internal Organization: A Brand Command Center

For banks, credit unions, and other financial institutions, tight industry regulations mean any new marketing communications must go through careful approval processes to ensure messaging meets guidelines and restrictions. That’s a lot of pressure, and when there are many “cooks” in the marketing kitchen—representing various branches, regions, departments, etc.—ensuring every piece of collateral is not only up to quality standards but also up to legal standards is a full-time job in and of itself. If a local branch leader creates a new brochure with not-quite-right language or accidentally sends out an outdated notice to customers, the consequences could be significant.

That’s why the first essential element of successful multichannel marketing for financial services institutions is getting organized internally, with a brand hub & content asset management platform, that keeps approved assets at every marketer’s fingertips. Imagine: rather than having to spend time hunting down the latest assets or ping a single global marketing leader (whose plate is likely too full as it is) with every single collateral request, local marketers can simply log in to the command center, grab what they need, and personalize the details for their particular audiences based on pre-approved templates. No concerns about compliance or brand integrity (as this information can be locked down), and no need for any one leader to micromanage the process for every marketing team member.

Print Outreach: Personal and Confidential

From brochures highlighting new offerings to highly sensitive documents like financial statements, print outreach is a significant piece of a savvy financial services institutions’ multichannel marketing strategy. However, many of these print communications require strict adherence to privacy standards, and this compliance burden often gets in the way of effective, personalized communication. A printing and distribution partner with world-class data security protocols, such as SOC 2 compliance, 100% match mailing capabilities, and quality control processes can empower financial services institutions to ensure every mailing—from Every Door Direct Mail postcards to end-of-year financial statements—maintains confidentiality while also building trust, nurturing client relationships, and reflecting a high standard of customer service.

Online Engagement

While print outreach is a critical piece of the multichannel marketing puzzle, financial services institutions that want to engage consistently with their audiences must embrace digital outreach as well, as customers want to interact with their banks and credit unions—and every other organization they patronize—on the go.

Research has shown that more than half of financial product purchases originate online, whether on a computer or a mobile phone (and 41 percent close online, too). Customers want to engage with their banks online, which means those that want to remain competitive need to ensure they’re visible via social media, search engine advertisements, landing pages, etc. If an institution is not connecting through those channels, customers are likely to find another that is.

The Local, In-person Experience

Finally, marketing communication doesn’t stop at your local office or branch’s front door. With customers still relying heavily on brick-and-mortar banking locations for ATM withdrawals, complex products like mortgages and loans, investments and other services, it’s critical that financial services institutions extend that branding and messaging from their direct mail and digital channels all the way into each location. This includes everything from floor stickers and window clings featuring local promotions to directional signage making onsite, in-person navigation easier. And, of course, these in-store marketing pieces must adhere to the same quality and regulatory standards as every other communication in every other channel.

How are multi-location financial services institutions managing all these moving parts to ensure effective and compliant customer engagement through every channel? At OneTouchPoint, we pride ourselves on making it easy. We give financial service marketers control of their brand by simplifying access to branded materials through our U.Connect platform, and we manage the entire digital and physical marketing supply chain, from creation to distribution, all while keeping you compliant. Learn more about how we work with financial services institutions to create and implement multichannel marketing campaigns, and when you’re ready, we invite you to contact us or request a quote on your next project. Our experts will provide insight and ideas to deliver phenomenal results at a great price.

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