Facebook Group vs Page: For Credit Union Marketers

Understand the value of Facebook groups to your marketing strategy

Many credit union marketers have difficulty telling the difference between a Facebook group and a Facebook page. Is there a tradeoff between using a Facebook group vs page? How are they different and which way should I go? If we were to conduct a digital marketing audit of the average credit union, Facebook groups would probably be absent from the mix. To clear things up, here are six compelling differences between Facebook groups and Facebook pages along with a few solid reasons to add a Facebook group to your credit union’s digital transformation roadmap.

#1: Facebook Pages Are Required for Facebook Advertising

Businesses are required to have a Facebook page to run an add on Facebook’s network. If paid Facebook advertising is a part of your lead generation strategy your business must have a Facebook page.

#2: Facebook Groups Create Deeper Relationships With Users

Facebook groups engender a deeper connection with your members and prospects. A Facebook page’s potential strength in building awareness is more than offset by a reduction in engagement behavior. Human psychology suggests that we are less willing to bare our souls in public comments, but we are more likely to open up about challenges in a private community like a Facebook group. Once you understand your member’s problems more deeply, your credit union is in a better position to serve them.

#3: Facebook Groups Deliver Better Visibility

Facebook groups provide better visibility because Facebook algorithms can decrease your Facebook page’s reach by as much as 98%, meaning that if a thousand people like your business page 980 of them are not going to see your content in their Facebook feed. With a Facebook group, everyone gets to see your posts. New group posts and post comment updates are sent to group members through automated desktop and mobile notifications increasing your opportunity to engage with those in need of help.

#4: Facebook Groups Help You Grow Your Mailing Lists

You can grow your email list faster with Facebook groups than you can with your business page or blog alone. Depending on the size of your group you can take advantage of your Facebook group’s increased member engagement and interaction to funnel hundreds of people into your email list weekly in a way that your business page simply can’t match. If you share a webinar recording or free whitepaper as a mailing list lead magnet, your Facebook group members are much more likely to opt-in to your mailing list because the trust level is through the roof.

#5: Facebook Groups Are More Profitable

Facebook groups are more lucrative than Facebook pages because the private nature of Facebook groups triggers the twin heads of digital marketing success namely engagement and visibility in a way that a Facebook page simply can’t do. Private Facebook groups are one of the best ways to share valuable insights and stimulate interaction that translates into heightened excitement and buzz for your brand, all without spending a dollar on advertising.

#6: Facebook Groups Are Great For Member Research

Because members are in a safe space, Facebook groups represent a powerful opportunity to check the pulse of your member base and test your business assumptions. Before launching a product or service share designs, project briefs or ideas with group members to meter interest. Posting surveys in the group is an effective way to zero in on credit union member needs and pain points that you can design solutions for. What is even better is that your research activity stands as proof of your empathy and puts on full display your willingness to collaborate with would-be and existing members on solutions to real problems.

At the close of the bell one tactic is not necessarily better than the other, so the Facebook group vs page conundrum doesn’t really exist. Each path has its inherent strengths and weaknesses. For example, advertising is a proven way to grow your Facebook group’s membership, but you can’t take part in Facebook advertising without a Facebook page. Done right, one hand washes the each other as part of a comprehensive digital marketing strategy for your credit union.

To learn more about Facebook and social media marketing tactics for credit unions browse our social media content.

5 Social Media Tips for Credit Unions

Social media strategy for credit unions has been a popular topic for many years. The more interconnected we get as a society, and the more time our members spend online, the more important an effective social media strategy for your credit union becomes. But the question becomes, what is the right content for your credit union to publish on its social media? How can you determine if the social media strategy for your credit union is effective?

Here are 5 tips for getting social media strategy for credit unions right.

1) Tell Personal Stories

Social media provides a terrific platform to share your story and content with members who you may not have the opportunity to connect with one on one. Use this platform as a way to spotlight community members, share employee stories, and share testimonials from you “A” members. Want to see a great example? Check out the community spotlight Wednesday we feature in our CU 2.0 Facebook Strategists Group.

2) Lead with Visual

Social Media platforms provide the perfect opportunity to lead with visuals. Visual content is more likely to get liked and shared. It is worth the time for your credit union’s marketing/social media team to adjust text-heavy content and lead with visual.

Video is exploding and is an important tool in your marketing toolbox. Video can lead directly to sales for your credit union. Studies show that 74% of users who watched an explainer-video about a product subsequently bought it. This could be potentially huge for products your credit union is promoting such as auto loans or HELOCs. Furthermore, video is not only important in your credit union’s social media strategy. Moovly gives us whopping statistics: You’re 53 times more likely show up first on Google if you have a video embedded on your website. There has been a significant increase in how much videos affect your search engine rank. When using video remember these four things:

  • Make sure to optimize your videos on Youtube for SEO
  • Write interesting titles and descriptions
  • Include links back to your website and products available to your members
  • Have interesting Call-to-Actions that give your members ways to take the next step

3) Offer Quizzes and Contests

Don’t fall into the trap of caring exclusively about likes and followers. You want to focus on engaging your membership. Quizzes and contests are an effective and fun way to interact with your members and engage them. Not sure what contests to run and/or need quiz ideas? Click here. 

4) Don’t Sell Sell Sell

Don’t talk so much that you forget to listen. Social media is a platform that will allow you to learn more about your members. Social media is a terrific way to solicit feedback and better learn what your membership cares about. This will allow you to create hyper-relevant content for your members, more effectively market your products and services, and ultimately better serve your members.

5) Focus Exclusively on Lead Capture

When your credit union sits down and decides upon its social media strategic goals, the goal should be to drive social media traffic to your credit union website. Once the user is on your website, your credit union can capture leads. DO NOT focus on simply generating more likes and followers. This is a vanity measure that may make us feel good but isn’t a metric that we should be focused on. Once you drive traffic to the website, then your credit union can build lists of qualified leads that your marketing and sales teams can follow up with.

If you have any questions, or want to learn more about the services that CU 2.0 provides, please reach out to a member of our team here.

3 Social Media Strategy Mistakes for Credit Unions

It is imperative that your Credit Union has a social media strategy in today’s digital climate. However, what is even worse than having no social media strategy for your credit union is having a bad social media strategy. It is important that you avoid these three social media mistakes at your credit union.

1) Promos, Only Promos

In case you are wondering, your members are not logging into their social media and following your page so that they can see your latest auto loan rate offer. Majority of Americans have a social network profile, so it’s obviously essential for your credit union to be present on these platforms. However, no member wants to be jolted out of their online experience. When your credit union is posting on Facebook, don’t just share about your products and services and talk on and on about yourself! Embrace the platform and share content that is hyper-relevant to your membership.

2) Not Having a Clear Strategy and SMART Goals

So the direction has come down from above, and social media is now a push for your credit union. Your marketing team starts firing off Monday motivational quotes, polls, and promoting your blog content. Months go by. Were you successful? Who knows? If your team did not spend the time to set clear strategies and SMART goals that can be measured, how can you possibly know if you have been successful? This is as important if not more important than the content that you are actually publishing.

Now, what do we mean by SMART goals? SMART goals are goals that are: specific, measurable, attainable, relevant, and timely. Setting these goals ahead of time for your credit union will ensure that your marketing team is able to ultimately measure the success of your social media efforts as well as the impact social media has on your return on investment (ROI).

In fact, take it a step further. Make sure your team knows the key performance indicators (KPI’s) that you will be measuring. Examples of these are:

  • Reach (followers, impressions, mentions)
  • Engagement (likes, comments, shares)
  • ROI (direct sales revenue, lead conversions)
  • Retention & Loyalty (reviews and ratings)

3) Not Putting Significant Budget Behind Social Media Efforts

Think about the amount of money your credit union spent on opening its last branch. Now think about how much your credit union spent on Facebook Ads last quarter. Branch traffic is on the decline but mobile and website traffic have never been higher. It is critical that your credit union invest in this digital transformation. Facebook advertising has become incredibly nimble and we are able to more closely target then we ever have been able to before. It is imperative that your advertising budget is adjusted accordingly.

Want to learn more about social media strategy for credit unions?

How To Use Social Media Effectively For Credit Unions

How to Optimize SEO for your Credit Union’s Content Using the 4 C’s of Content Marketing

The Right Content for your Credit Union’s Social Media

The Right Content for your Credit Union’s Social Media

social media strategy

Social media strategy has been a popular topic among credit unions for many years. The more interconnected we get and the more time our members spend online, the more important an effective social media strategy for your credit union becomes. But the question becomes, what is the right content for your credit union to publish on its social media?

The answer to this question is simple and comes down to one main mission statement. Publish content that is hyper-relevant to your membership.

Here are 4 simple ways to do this that your credit union can execute immediately:

  1. Ask your staff what questions they receive most from members. This is an extremely quick and effective way to find out what your members care about most and want to know.
  2. Run a contest on Facebook that asks your members about their favorite activities/hobbies. Within a week you will have received tons of feedback and gathered information on the favorites of credit union members. So what, right? Well, actually this is gold. Social media is all about building relationships with your credit union’s members. A part of this is by being authentic and embracing the credit union mantra of doing what is right for our members and caring about them. By asking this question/running this contest, we have learned about our members and their preferences and now we can use that to inspire the content we share and the contests we run going forward.
  3. Survey members about what they want to see more of from your credit union. Soliciting this feedback is invaluable, and will provide your credit union with all sorts of useful information that you can then implement in your social media strategy. For example, a survey on:
    • What is a member’s favorite platform to interact with your credit union on
    • Are there more topics that your member would like to see content on?
    • Do your members read your blog?
    • What topics have the members found most useful? What would your members like to see more of?
  4. Feature Member/Community Spotlights. Sharing testimonials from member’s about who they are, how long they have been a member, and what they love most about your credit union are fantastic content pieces for your credit union. Testimonials can be invaluable to your social media marketing strategies.

Coming up with content for your credit union to publish on its various social media platforms shouldn’t feel like pulling teeth. When you get stuck, go back to the question – what does my membership care about? If you keep this idea at the forefront of your social media content strategy, your credit union will be successful.

 

You may also be interested in these articles from CU 2.0:

How To Use Social Media Effectively For Credit Unions

3 Ways to Get More Engagement on your Facebook Page

Top Ten Things to Implement from CU 2.0

How To Use Social Media Effectively For Credit Unions

social media strategy for your credit union

Social media has proved to be an important avenue for credit unions to reach new audiences. Effective social media strategy for your credit union also allows your organization to become more targeted with its marketing strategies based on the information gathered through these social media platforms. Read on to learn more about how to maximize the social media strategy for your credit union.

Social Media’s role in your credit union’s marketing strategy will continue to expand, looking to capture the attention of millennials. The well-prepared credit union marketing strategist is taking all these trends into account and has a core processing system in place that can gather and process member data for personalized marketing/member experiences and allows for the integration of new technology through open architecture.

Furthermore, a successful marketing strategy for a credit union will incorporate an integrated social media campaign across multiple platforms and media formats. It will utilize members purchasing habits and other data to create a personalized marketing experience for each member.

Sounds simple enough right? But what actual steps can your credit union take to effectively use social media today? When well executed, a successful social media strategy goes beyond tweeting your credit union’s rate offerings and waiting for a member to come in the door. Social media can be a powerful acquisition tool, a tremendous means of member engagement and a powerful force for community outreach.

Here are four steps necessary for your credit union to effectively use social media.

  1. Plan: Nothing happens accidentally on social media. If you have ever looked at a competitors’ social media presence and wondered how they are magically getting so many followers and likes, it isn’t magic. There was a plan put in place and a strategy developed that has been followed and executed over time. Doing social media because everyone else is or because someone went to a conference and heard a keynote on the topic isn’t a plan. Your credit union’s social media strategy must align to your credit union’s business goal(s). If you’re strategy is simply to post some ads of your current rate offerings at the credit union or random links to content that your members aren’t truly seeking, then seriously don’t bother. Your credit union won’t get any value out of it and it will become a painful process that an unlikely member of your marketing team dreads checking off on his/her weekly checklist. Decide what the priority of your credit union is. Do you want to drive loans? Is your priority member growth? Is your main interest engaging your current members to capture additional wallet share? Define your goal and then plan your credit union’s social media strategy accordingly.
  2. Measure Your Engagement: If you post something and no one likes the post, did it count? While an obsession with your credit union’s number of followers and number of likes can often just be vanity metrics, it is important to truly measure engagement. Engagement is a critical measure in determining if you are posting content that is truly relevant to your membership. Sky high engagement won’t happen overnight. If your members aren’t used to hearing from you, it will take some time for your credit union to warm up your base. Some great ways to start this are with community spotlights of members, contests/polls within the group, and Monday motivational quotes. Once your members see value in paying attention to what your credit union is posting, then lean in with hyper relevant content. No member wakes up and wants to shop for a car loan. The member wants to buy a car. The loan comes next. So post something about tips for buying a new car. Did we pique your interest? Don’t have the staff to dedicate to this task? Click here to learn more about a service that does this for you!
  3. Pick Your Platforms: Sure, it looks fancy to have a footer on your website pages that has Twitter, YouTube, Vimeo, Facebook, etc. However, if you are not actively tweeting, posting on Facebook, and creating video content, then all these platforms are like splitting the baby. Decide where your credit union wants to focus and then excel on those platforms. You can have an amazing Facebook strategy for your credit union and high engagement, but if a member clicks on the twitter icon at the bottom of your page and your last tweet was from 2000, then none of that Facebook work matters. Pick your platforms and excel at them. There is no shame in not being on every single platform available.
  4. Utilize Influencers Effectively: One of the easiest ways to get going on your social media site and boost engagement is to effectively utilize influencers in your membership base. If you are a credit union that serves Firefighters in your area, do you think the local Fire Chief is someone that your membership base may follow and be interested in? Could that be an influencer that you could effectively use to promote engagement? Absolutely.

Social media is not a secret sauce that just some credit unions have gotten lucky with and some have not. There is a strategy and method behind your credit union’s success at social media. Start with a strategic plan that focuses on achieving your credit union’s business goals and build from there.

Want to learn more? Click here for the CU 2.0 Facebook Guide.

You can also learn about how to effectively use influencers on Facebook for your Credit Union here.

3 Ways to Get More Engagement on your Facebook Page

By Amy McCaughey

Marketing has never been more important for your credit Union. With how much time your members and potential members are spending online and engaging with social media, it is imperative that your Credit Union be thinking about how to better engage with your members online. Your Facebook page can no longer be an afterthought, and online marketing has become an important touch point with your members.

For those of you who are already believers, and have been posting regularly and still struggling to get the engagement you’re looking for, we get it. A digital presence doesn’t happen overnight. It takes time to build a community of followers and then have those followers get used to seeing you post regularly and then eventually actively engage with you online. Here are three strategies we’ve successfully used to boost Facebook engagement.

1. Surveys & Open-Ended Questions

Asking your followers questions & using fill-in-the-blank posts are some of the easiest ways to get people to engage with your posts. A mix of serious and funny/random is best.

Some great examples are:

  • What is your favorite thing about your Credit Union?
  • How are you celebrating the first day of summer?
  • Vacation Destination: Beach or Mountains?

2. Hyper Relevant Content That Your Members Care About

If you know what your members care about/are searching for online, you can create hyper relevant content that your members will click on and share.

For example, a post about your mortgage loan rates may not get many likes or clicks. However, if you post an article/blog post about the top five things to consider when buying a new home or what to think about when saving for a home, you will find more people are likely to read it and share it. Your members are shopping for a home – not a loan.

3. Animal Memes

Want to engage someone online? Share a funny photo of a dog or any other cute animal. A common misconception amongst financial institutions is that your digital presence has to be all serious all the time. Don’t be afraid to let the personality of your organization shine through. Plus, who wouldn’t like this?

How does a credit union get ROI out of Facebook?

Does your credit union struggle and do you have internal debates about whether or not to be on Facebook? Most credit unions aren’t, and it’s shocking to me, because if you’re a member-owned cooperative (which you are), Facebook is this incredible vehicle for creating constant engagement with your members – and your members will love it. It’s a great way for them to tell their friends how awesome you are, and for them to be influenced to make better-educated decisions about what products and services they need, and to get the financial education that the credit union wants to deliver.

Today we’re talking about how your credit union can judge that and see quick results to create the value proposition so you can get your board, management team, etc. on board and using Facebook in your day-to-day marketing.

Continue reading “How does a credit union get ROI out of Facebook?”

Reinforce – Should your Credit Union use Yelp?

Do you ever wonder if your members are looking at Yelp and if that makes a difference to how your branches perform?

Yelp is a critical way for your credit union to engage your members. It’s part of the Validation step for how they’re figuring out how to make decisions for which branch to go to. It’s also a critical part of that feedback loop for you to get crucial information from your members about what they like and don’t like about your branches.

Today we’re going to talk about how to set up Yelp for the first time for your credit union, and make sure you set it up in a way that gives you good insights and protects you from the rogue member who complains all the time about someone at a particular branch.

Continue reading “Reinforce – Should your Credit Union use Yelp?”