Do you have marketing skeletons hiding in your credit union closet?
You know, that web site that crashes on mobile, or the tagline from 100 years ago that isn't relevant today, or the stock photos on your social media pages that don't even look like your current members?
On the flipside, what if we were to tell you there is gold hidden in your vault that you don't even know is there?
We get it. The team at your credit union is busy with all the things coming at them day in and day out. There are only so many hours in the day and so many project that can get tackled. The good news, is you are not alone. 100% of the credit unions we have worked with have both the skeletons hiding and gold buried.
Google published a great book called “zero moment of truth” we actually contest they stole our CEO's concept of “marketing in the moment” as his strategy came out first, but we are indeed biased. The overarching theme is that when someone is getting ready to making a buying decision – be it joining your credit union, bringing their plastic over to you or any other type of activity they pause for a minute and do some research.
They google the name of your credit union, they look over your web site again, they read reviews on Facebook and Yelp, they may even post a status update asking how everyones experience has been.
Your credit union needs to control the conversation and have everything in order so that the prospect has a good experience and finishes the transaction.
The first step in working with a new credit union is conducting a 360 marketing inspection. Before you start freaking out… relax. We are not the type of company that is looking to give you a list of 500 things that have to be cleaned up or your credit union is getting shut down.
We are looking for three things when we go thru each tactic:
- Is it helping/hurting
- Can it improve
- Should it be stopped?
Here is a sample of what gets inspected:
Online:
- Web site (on all browsers and devices)
- Social media presence
- Search engine rankings
- Local listings (are they all the same, different)
- Competitor presence, ranking and image
- Email marketing
Offline:
- How the phone gets answered
- What the branches look like inside
- Direct mail
- Radio, TV
Strategic:
- Marketing plan(s)
- Marketing budgets
- Content strategy
- SEGS (if applicable)
- Strategic plans.
The final product is an organized report that inspects all the marketing areas across your credit union.
What does this mean for you? How does it help your credit union?
- We will uncover the gold that was buried so that you can drive quick wins by way of more loans and increasing the products/member, all within 90 days.
- We will find the skeletons that are driving members away and causing them to rethink the transaction. This will increase your conversation rate of new members and new products/services
- You will have total clarity on what to focus on next and what will help you make this year, the most successful year at the credit union.
Book a strategy call with one of our senior credit union marketing strategists to talk about doing a 360 marketing inspection.