5 New Year's Resolutions For Your Credit Union Digital Marketing
It's a new year, do you have new goals for your Credit Union's growth? Well, here are a few resolutions your marketing staff can stick to with no problem!
1. Stop Branding Everything With Your Credit Union Logo
We are noticing more and more that images without logos do better on almost every online platform. On Instagram and Facebook real world images are more relatable to your followers and always get more engagement.
In emails stock photos turn readers off, but, if you have real images of members or staff, people will read on and even click through more often.
So resist the urge to make everything pretty with your colors and logos and just be more REAL in your credit union digital marketing!
2. Create Campaigns That Last at Least TWO Months
At the risk of sounding like a broken record, I will say this one again... stop changing your offers every single month. We say this all the time, yet I still see Credit Unions swtiching rates, images and offers constantly. The banking buyers journey is LONG, so let your campaigns run for 8-10 weeks so members and potential new members have time to digest the details before you switch it up.
3. Create One Piece of Original Content Each Week
This doesn't have to be as hard as it sounds. We work with lots of content sources for our Credit Union clients, but we are also encouraging internal CU staff members to consider new ways to share financial thought leadership or behind the scenes content.
Maybe one week you profile a staff member and share a meaningful story of how they helped a member through a tricky situation. Or another week you interview a call center staff member and share answers to the top 5 most common questions asked that week. Share a short video from a community outreach event you attend on Facebook or an email from a member thanking a staff member for a job well-done.
Keep this content short and managable, but make sure you stay consistent and do it weekly. It's a bit more of a lofty resolution, but definitely doable, and over time will lead to fantastic engagement and member appreciation.
4. Be More Organized With Your Time & Then Protect It!
This one is less marketing related and more about fostering better productivity. We are implementing Smartsheets with all of our clients in 2017. This is an easy way to better coordinate deliverables with team members and clients in multiple locations, and easily check in when necessary throughout the month.
Whatever tool you use, consider ways to organize your weekly time into blocks that can be further designated for content creation, emails, online engagement, or other needed tasks. Then protect that time and don't let other tasks creep into it.
I personally have 5-7 hours per week split between Mondays and Fridays that are NEVER booked for meetings or client calls. This is when I write blogs and complete strategy or campaign deliverables or other content items needed for clients. Whatever your priorities are, protect the time you will need to get them completed each and every week.
5. Have Realistic Expectations for 2017
You can't do it all. That's just a fact of life. So if you have FIVE campaign ideas for Q1 and Q2 I'd suggest picking TWO of these and just do those right. Get the messaging spot on, create amazing graphics, create clear conversion paths and calls to action, and then find some member generated content to help drive the campaigns in an authentic manner.
What I would say to resist is having SEVEN scrolling banners and multiple emails going out weekly around the worn out old 'great rates and member service' message that every credit union uses. Focus on the human side of your credit union mission and members will pay more attention. And this all takes time.
Good luck and Happy New Year!
Related Post: 4 Critical Elements to Your Credit Union Growth
About Meredith Olmstead
Meredith Olmstead is the CEO and Founder of Social Stairway, LLC, which provides Digital Marketing & Sales services to Credit Unions and Affiliated Organizations. With experience working with financial institutions in markets of various sizes around the United States, and as an experienced Director of Online Marketing, she has helped design and implement numerous marketing and sales campaigns. Since 2013 Meredith has led the Social Stairway team, working exclusively with Credit Unions, taking staff step-by-step through the process of launching all of their Digital Marketing efforts, as well as implementing full Inbound Marketing campaigns and providing Sales Enablement training and support. Meredith recommends a very clear and measureable strategy to all of her clients, and then works with them to re-evaluate the success of these efforts on a continuing basis, all with an eye on moving toward a clear return on your online sales and marketing investment.