The New Year is the Best Time to Begin Your Content Marketing Strategy
If your financial institution hasn’t implemented an inbound, content driven sales and/or marketing strategy, you’re not alone, but you are a little behind. No worries though, it’s the beginning of a New Year and there’s no better time to add an inbound strategy to your strategic initiatives.
Inbound marketing (and sales), often referred to as ‘content marketing,’ consists of publishing content in the form of blog posts, e-books, templates, financial guides, infographics, video, and even podcasts so these content pieces are available in search results. Providing this content allows users the opportunity to engage with you, recognize that you’re available as a financial solutions provider, and generates “warm” leads for your sales team (read more about Content Marketing Services here).
The first quarter of 2018 is a great time to start inbound sales and marketing and here’s why!
Benefits of Content Marketing Strategy in the New Year
New Year. New Goals. New Strategies: The beginning of the year is full of hope and promise as new resolutions are made, new personal and professional aspirations are derived, and new goals and metrics are set for your sales and marketing teams.
In the spirit of ‘new’ it’s a great time to introduce, or re-introduce, inbound sales and marketing strategies to your teams. Reminding others that it’s a new start to a new year before mentioning you’d like to add a new approach to your existing sales and marketing plans, is a great way to get the conversation started.
It Takes Time: Inbound sales and marketing can take weeks to implement and start seeing results.
Now is the perfect time to get your teams aligned and building strategies. Then, you’ll be ready when spring fever hits and car buying, or home shopping starts to increase demand for your services.
Twelve Months of Opportunity: You can still take advantage of every holiday, season, or event in the promotion of your new inbound content. Because the year has just started, every upcoming event date is another opportunity to share your content and increase engagement.
Major holidays are known for auto sales and events like graduation, marriage, or home buying all result in significant financial planning and budget management cross roads. For more information about how these promotions work, check out the results from this Back to School email nurture campaign from the fall of 2017.
FREE E-Book: Download Now - 12 Decisive Steps to Grow Your Credit Union Membership
It’s Still a Team Decision: Often, if metrics are not on track or goals look a little out of reach as the end of the year approaches, one department or unit will try to make changes that can have an adverse effect on other areas. Before that’s the case, build your inbound strategies with everyone around the table still on the same team.
Then, the only changes to be made later in the year will be to increase or decrease the pipeline of new leads coming in to various areas or product lines. But your overall approach won’t need a complete overhaul.
If You Help Now, You Don’t Have to Sell Later: In most community-based financial institutions “sales” is still a four-letter word, and for good reason. Used car salespeople, or those that fit the stereotype, have certainly done a number to the reputation of a sales representative.
Luckily for you, whether you call your sales department ‘sales,’ ‘retail,’ or simply ‘frontline staff’ when you’re implementing an inbound strategy everyone is helping, NOT selling. Leads generated from inbound methods are customers already interested in your products, they simply need a little guidance and help to select the right solution.
If you spend your time helping interested leads now, you won’t have to blur the line asking your sales people to push for numbers at the end of the year.
If it happens to be further into 2018, or any time of any other year, even though the beginning of the year is an ideal time to start with inbound, don’t wait until the beginning of the next year to start. The sooner you start building the strategy the faster your engagement will increase and bottom line revenue will show the benefits.
About Penne VanderBush
Penne VanderBush is the Chief Strategy Officer at Social Stairway. As the former VP of Marketing for the largest state-charted credit union in Vermont she has over 10 years of experience in credit union marketing. Penne is a Certified Senior Executive and a Certified Electronic Marketer who specializes in developing a holistic approach to marketing strategies that integrates sales, operations, retail, and other areas of the institution to ensure success upon implementation.