How credit unions can use top marketing trends in 2018

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first_imgIt’s a new year and everyone is excited to start working towards new goals and initiatives that will push their credit union forward. When it comes to marketing, there are always new trends and ideas to consider incorporating into your plan for the new year.  Regardless of your size, your ability to jump on the hot new marketing fad or your budget for investing in new tools, there are plenty of ways to take some inspiration from where experts think the field is headed. For 2018, digital marketing approaches are, unsurprisingly, still a hot topic. One thing working in our favor is the push towards discovering ways to personalize experiences and show our organization’s personality. With our legacy of great service, this can be a place for credit unions to shine.  Here are a few ways you can take some of the top marketing trends and do more with your credit union’s marketing in 2018.  Master the Customer Journey and PersonalizationCredit unions often have more data than they know what to do with. However, there’s been a very positive move towards investing in more tools and employees to manage the data and discover new things to do with it. To make your marketing more effective, use some of those resources to identify where your members or potential members are in their journey and customize wherever possible.You can start by finding out where your audience is their purchasing path, discovering what appeals to them and then designing information that they are likely to find and be interested in finding.Whenever you can, add in customization and personalization. This can be as basic as adding your member’s name or recognizing aspects of their relationship in an email. Autofill features in forms and suggested content based on the individual’s relationship and content history drastically improve the member experience. You can also go as far as having dynamic emails, web pages and mobile apps. These pages will present information based on the reader’s relationship or elicit input from the user so they shape the experience moving forward.In some ways, this is like walking in to a branch and knowing the teller will greet you by name and make relevant suggestions based on the conversation. We’re now taking that type of experience and evolving it to fit more areas of our operations and marketing.Consider New Types of ContentContent has been a big been a big word in marketing for a few years now. More credit unions are adopting content strategies, but this year you can give yourself some freedom when you’re planning your calendar. Instead of sticking to blogs and listicles, think about new types of content and ways you can make things more interactive. For example, videos and tutorials can be made in a “choose your own adventure” style or quickly customized based on input from the user. Additionally, the rise of smart devices means people are increasingly using voice searches throughout their day. Your content formatting and keywording can follow this shift. For one thing, long-tail keywords work well for voice searches where short keywords work well for typed searches. And when Alexa or Google is reading or offering a snippet, you want to have content that lends itself to those contexts.Embrace Video and Live EventsVideo is such a popular form of content that it warrants having its own discussion. Video can have a really positive impact because it still grabs attention in a world where attention spans are getting shorter. There’s also a strong desire to get information easily, and video definitely checks that box.When you’re making your videos, look to produce a mix of polished, professional videos and on-the-scene types of shoots. It’s easier to focus on an online learning video or tutorial if the camera work and lighting aren’t distracting. However, that may not be as important for posting a live feed at an event you sponsor or even your annual membership meeting.Video is also an area where newer technology has made it easier for marketing departments to get started or do more. There are now plenty of free or cheap tools to record and edit, including services that provide music, graphics and animation. Just remember to take advantage of the medium to show your personality, your expertise, your fun side, whatever makes you unique. Use Privacy Protection as a Selling PointI’m sure we can all name at least one high-profile data breach from 2017. Consumers are getting more concerned about the security of their personal information, so make it a selling point for your credit union.Your credit union is surely working on ways to keep member data safe – we are in financial services, after all.  Even if consumers aren’t asking for more now, oversight organizations will. Tell members and potential members what you’re doing to keep fraudsters at bay when they are learning about your credit union and accounts. The next time there’s a breach, you can use it as an opportunity to educate. Track, Test, have FunAs a final thought, remember to track, test, and have fun – because marketing should be fun. I’ve mentioned in previous posts and I’ll do so again, test new ideas wherever you can and track results so you know what is working. For example, before dedicating a bulk of hours to recording an online learning library on a robust platform, you could run a couple of webinar-style series and see how they go with your membership. There are plenty of ways you can implement activities based on the trends, so see what works for you, your credit union and your members. Have a happy and successful 2018! 36SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,Jennifer Laud Jennifer is a credit union marketing consultant and the owner of Jennifer Laud Consulting. She has a background in strategy and a passion for positioning credit unions to find their … Web: www.jlaud.com Detailslast_img

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