6 Tips From HubSpot: Make Your Credit Union Marketing Ideas a Success!
Check Out Our Top Credit Union Marketing Ideas - Recent Take-A-Ways from HubSpot Fundamentals Training
Last year we accompanied a new Credit Union client to a two day on-boarding training at HubSpot. This was a great opportunity for us to review our Inbound marketing skills while also coming up with a fantastic first digital marketing campaign for the CU. We wanted to share some of our notes with you all!
Here are our the Top 5 Credit Union Marketing Ideas we wanted to share from our amazing two days at HubSpot:
Tip #1: Create Buyer Personas for Each of Your Target Audiences
These involve actually putting a fictional name, face and then real demographic data to the people you are targeting with your Credit Union's marketing. Consider their age, income and interests. You should brainstorm their hopes, fears and goals in life.
These kinds of personas help your staff humanize the people you are trying to reach. This helps them create more authentic messaging and promotional offers that will resonate with the audience.
One of the Personas we created was for the parents of young people, ages 16-25. This is a group that highly influences the financial decisions of the potential next generation of Credit Union members and thus are a very high priority for the CU’s marketing messaging. We will be helping our client build campaigns that resonate with this Parent audience and provide appreciated value and timely advice, in hopes that this will inspire them to influcence their kids to also join the Credit Union.
We will also use this information to drive this group to our website and landing pages and convert them to potential leads that Credit Union staff and then follow up with in the future.
Tip #2: In Email Marketing Always A/B Test Your Subject Lines
This is especially important when looking for patterns of good and bad digital marketing performance. If you have the exact same demographics and the same email content, but just change the subject lines slightly, you can see clearly which subject performed better. You can also easily test times of day and days of the week for emails, to see if any of these factors influence open or click through results.
This kind of A/B testing should then be used to help inform how to craft future marketing communications.
Tip #3: Always, Always, Always SEND LATER for email campaigns
It’s tempting to just push SEND NOW, but trust me, you WILL find typos. Experts recommend sending tests to yourself and at least one other person to proof read, and then let the email wait for even 30 minutes, just in case something you want to add pops into your head.
This way you’ll have a few minutes to make changes or additions before the final version goes out.
Tip # 4: Consider Running an Internal Staff Blogging Contest to Generate New Original Content
Coming up with new Credit Union marketing ideas can definitely be a challenge, and keeping blog content fresh is also very tricky. It can be hard to motivate internal staff to write blogs when they are busy with all their regular responsibilities. BUT if you make it worth people’s time, you might find they make the extra effort.
Give away a free Starbucks gift card for each completely peice of content, or maybe create a larger drawing for a chance to win $150 cash at the end of the month to anyone who submits a useable blog. You’ll find a lot of potential new content will surely come your way!
Tip # 5: Make Sure to Set Clear SMART Goals For All of Your Marketing Campaigns
Writing goals like this is harder than you might think. When HubSpot says SMART, they mean: Specific, Measureable, Attainable, Relevant & Timely.
As the saying goes... "Rome wasn’t built in a day," so remember that if you want more members at your Credit Union, you'll likely need increased traffic to your website, and you probably won’t be able to DOUBLE your current audience in a week, and maybe not even in a month! So what kinds of Credit Union marketing ideas might help? Consider goals that focus on small steps.
Look at past benchmarks and then craft goals that build upon your progress slowly. If you want to increase website traffic specifically think about all of the efforts that will go into those results (SEO, keywords, blogging, social media sharing, etc.). Set smaller goals in ALL those areas for the first 3-6 months and then look for the larger website traffic results a little further out.
But bringing new customers into your sales funnel is also difficult to track and measure. This is where a software like HubSpot can help you build relationships with online leads and then nurture them slowly over time to eventually turn them into new members.
Tip #6: Use a Customer Relationship Management (CRM) Tool to Track Marketing Leads Through to Member Conversions
This process will involve working with marketing AND member service or retail staff members. You'll need a tool to both capture leads via marketing campaigns, and then continue to follow up with those leads.
In smaller CUs this process is easier to do manually, perhaps with an email program like mailchimp or Constant Contact, and then using spread sheets to keep track of touch points with leads that come in. But as your online efforts progress, having a more intagrated tool will be necessary.
Keep in mind that digital leads will require 5-7 follow-ups once they come into your sales process. Don't expect that one or two emails will immediately convert new members. Remember that the buying journey for banking products and services can be VERY long, so be patient and be persistent.
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.