Is Your Credit Union Following These Marketing Best Practices?

With the amount of data and technology available to credit unions, marketing is becoming increasingly valuable and highly targeted. Marketing is much more than designing and distributing flyers to your members – it’s about connecting with them along their financial journeys and sharing compelling messages about your credit union.

Keeping this in mind, below are some marketing best practices your credit union should consider exploring and implementing (if you have not already):

1. Understand your members. With the abundance of data at our fingertips, getting to know our members is easier than ever before. Leverage data about member behavior to determine what they need from your credit union, and how you best can help them be successful. Use this data to develop targeted campaigns, cross-sell other products and services and reward members for their loyalty.

2. Provide meaningful content. Content is king in the world of marketing in the digital age. Not only do you need to be providing information about products and services, but also financial education resources relevant to your members. Guide them in the loan process. Provide an actionable plan for saving for retirement. There are many ways in which your content can be used as a valuable tool for your members.

3. Embrace automation. Consider implementing automated email marketing campaigns for your members. Once a member opens an account, you can send them personalized offers based on services they already utilize. Automated campaigns are a great opportunity for cross-selling and creating efficiencies in your sales process. Your approach must be strategic, though – don’t send the same offer again and again if the member has not converted. You don’t want your emails to go unopened, or worse, to your members’ blocked senders’ lists.

4. Measure success. The first and most obvious way to measure success is to make sure your emails are opened. If not, you need to consider re-tooling your content to make it more relevant or compelling. You can also track conversions – are members opening new accounts or adding on products and services offered in your communications? Regarding social content, are people engaging with it through likes and shares? Is your content driving traffic to your website? These types of metrics are easy to measure and will help ensure your marketing efforts are generating fruitful results.

5. Create a crisis plan. Although not directly tied to credit union growth goals, a crisis plan is a critical component of any marketing strategy. Whether or not we want to acknowledge it, a crisis can happen at any time. From a data breach to a disgruntled employee or member, crises can take many forms. It’s essential to be prepared should something happen at your credit union. If you don’t already have one in place, consider developing a crisis management protocol that clearly outlines your response to various situations and identifies key spokespeople. Although you cannot prepare for every potential crisis, you should have a plan in place if one occurs.

Marketing is a powerful way to not only drive adoption of your products and services, but also provide value to your members. By taking a thoughtful and strategic approach, you can reach your members and others in your community in new ways and be prepared should any issues arise. You can continue to refine your approach and position your credit union for future success by constantly evaluating your tactics and measuring outcomes. Lastly, remember that an effective and well-executed strategy will help your credit union stand apart in your community from the competition – guaranteed.

Rhiannon Stone is COO at EPL, Inc. She can be contacted at 205-408-5300 or rhiannon.stone@epl.net.