Customer Relationship Management (CRM) software helps organizations manage interactions with current and prospective customers. CRMs assist in managing contact lists, tracking and measuring engagement, automating workflows, and reporting…
Content marketing is a kind of marketing strategy designed to attract and nurture inbound leads. It relies on maintaining a consistent and prominent online presence to show up in peoples’ internet searches. Can credit union content marketing work?
Few credit union marketing strategies are exactly alike. Each credit union fills a unique niche and appeals to particular local community. Each credit union offers something that other financial institutions near them don’t.
With quickly evolving technology and the popularity of online and mobile banking, traditional marketing avenues are changing as well. Content marketing can help credit unions reach prospective members who turn to the internet first to gather information about companies, products, and services that interest them.
In a perfect world, the reputation of any given credit union would precede it, and people would flock from far and wide to join. Not a dime would be spent on marketing.
Unfortunately, it’s not a perfect world. Any credit union growth strategy is going to rely on marketing for brand recognition. The real question is, how much does a new member cost? And, just as importantly, is it worth it?
2021 has been much better than 2020 already. Last year at this time, marketers were scrambling to keep their credit unions afloat while keeping their members’ needs in mind. It was a delicate balancing act.
Your credit union’s marketing automation program will be as successful as its campaigns. And for the most part, we don’t mean outbound campaigns… we mean nurture sequences.
Unfortunately, credit union nurture campaigns don’t set themselves up. You’ll need to:
- Identify a product or service to market
- Find or create informative content about it
- Put that information in front of the people who show interest in it
- Last week, we shared an example of what kind of content a credit union might include in an email nurture sequence. After a few questions about what other products or services can benefit from a nurture sequence, we put together a little list.
One question we hear often is, “what kind of nurturing sequences should our credit union set up?”
The quick answer is:
Whatever you want!
The long answer is:
It depends on what kind of content your credit union has available to you. Using marketing automation, you can tie together informative content that addresses features and FAQs… and an offer.
Sending an email once or a few times per week is key to content marketing campaigns. But, just to make it easy, we included some example content and sequences to use in basic marketing automation sequences for credit union: