Most credit unions use content for inbound marketing in some capacity. But from what we’ve seen, most credit unions don’t follow many (if any) best practices. So, we’ve put together a brief on-page SEO checklist for copywriting.

This is not an exhaustive list, and it doesn’t cover most of the technical side of things. Also, optimization for copywriting is constantly changing. Some gotta-dos in here might be outdated in a year. Still, these tips will help you generate compelling, ranking content…

Usually. Continue reading “CU 2.0’s On-Page SEO Checklist” →

Believe me, we get it: marketing efforts can lead to headaches. Nobody likes getting cold calls, people mute commercials, and pop-up ads are the worst.

Not all traditional marketing strategies result in headaches, though. Credit union marketing automation is different. It’s far more sophisticated—and less intrusive—than those marketing strategies.

Marketing automation relies on different principles. It’s more about guiding web traffic and site visitors from organic searches. Content, inbound funnels, and email nurturing campaigns educate curious parties about their interests. Then, the automation keeps them engaged until they’re ready to make a move.

Read on to learn more about what marketing automation is, how it works, and what it can do for your credit union. Continue reading “What Credit Union Marketing Automation Is and Why It Matters” →

Lead scoring. You may have heard the term. Perhaps you’ve talked about it without knowing what it was even called. Fortunately, we’re here to bring you an introduction to lead scoring for credit unions.

Many credit unions measure the success of a marketing campaign solely with “home run” metrics. For example, we measure car loan promotions by the number of car loans booked. We judge credit card campaigns by the number of cards delivered.

While there is no question that win/loss metrics are important, there is a middle ground. Continue reading “Lead Scoring: Getting to Know Your Members” →

Which would you prefer:

You use print, radio, TV, and banner ads to attract new members and market specific products and services.

Or…

You let eligible, already-interested parties come to you for those same products, services, and membership benefits.

Those options represent the difference between outbound and inbound marketing. Of course, you don’t have to choose between them. You can (and should) use both methods. But if your credit union is interested in inbound marketing—and letting leads and prospective members seek you out—then this primer should help.

Continue reading “Inbound Marketing for Credit Unions: A Primer” →

Credit unions targeting growth must balance member acquisition and attraction. Credit union marketing strategies work best when they operate on this principle. (In the long run, at least.)

Too many credit unions focus on member acquisition at the expense of attrition. Once they find a new member, they stop thinking about that member as a new lead. They miss opportunities to drive deeper engagement in new and existing members. There should be a seamless transition from acquisition-oriented marketing to upselling and cross-selling account types, credit cards, and other products and services.

Instead, those new members receive the same marketing treatment as members who’ve been around for years. The new member may want a credit card or help with retirement planning. Yet, if they’re not introduced to these services, they may not find them—or they might find a competitor’s offerings. That means they’ve already got one foot out the door…

Continue reading “Should Credit Unions Focus on Member Acquisition or Attrition?” →