Brand Marketing for Credit Unions
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Transcript of Brand Marketing for Credit Unions
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Why Content Marketing Matters?
“Great content gets shared, spreads your brand message and introduces you to new audiences”
- Boot Camp Digital
Organic search leads have a 14.6% close rate, while
outbound marketing leads have a 1.7% close rate.
- Hubspot
Companies with active blogs
receive 97% more leads
- Content+ 2013
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From Google to Dodd-Frank, Are all the Changes Stressing You Out?!
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“Google’s mission is to organize the world’s information and make it universally accessible
and useful.”
We see Google mission as, helping its customers locate and connect with the services and information they require in order to answer their question or solve their need.
"Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it," says Matt Cutts. In fact, Cutts says that Google tries to make it so that sites "don't have to do SEO." First and foremost is content, and there's no bonus for having good SEO.
So What is Google Really Looking to Do?
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Have you ever spoken in key words?
Next time you are in a store try talking only with keywords, and see if you get your questions answered
“Hole and Wall and Repair?”
So why should talking to a computer be any different? Star Trek again predicts the future.
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What does Dodd-Frank mean?
Build more personal connections
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Evolution? Or Amplification of normal behavior?
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What Small Businesses Have Always Known
It is about being found… It’s about having the answers, It’s about knowing the customers, it’s about connecting
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High Tech Systems (It’s about a process)
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What was unique about Steve Jobs
He understood human behavior
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It is about finding ways to connectStarbucks - “From the beginning, Starbucks set out to be a different kind of
company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.”
@kate_coley:
The womam working at Starbucks was getting my name and actually as
ked if it is Cate or Kate. I love you, Starbucks lady. You make an effort.
Customers appreciate the effort to get a name right.
@TerrysTwoCents:
I absolutely LOVE it. My local Starbucks doesn’t do it anymore becaus
e they have a printer. I miss it.
@BaronSquirrel:
As a partner, it helps me connect. It’s more personal than just calling ou
t the drink name. Also gets right drink to right person
.
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Life moments marketing
It’s not new! Companies have
been declaring they are there for your life moments. But as a Credit Union you can be.
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Building a relationship
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Translating relationships to sales
Understand Goals:● Natural search ranking ● Site traffic● Engagement between members and the Credit Union● Referrals
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The Impact of Social on Business
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Where Does Email Fit?
1. Email is read over mobile devices2. Email is still the number one medium for creating conversions3. Social content, like video's have the highest click rates4. Earned media, case studies and whitepapers have the highest
share rate
If we put it together we get......
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Engagement Data
According to Pew Research - 47% of adult internet users take photos or videos that they have found online and repost them on sites designed for sharing images with many people. We call them curators and their number has grown from 41% of internet users last year.
Did you know that the human brain processes visuals 60,000 times faster than text? Or that web posts with visuals drive up to 180% more engagement than those without?
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Is Your Content Responsive?
“ Provide value to your audience by helping them sort through the clutter and delivering best-of-breed content they will find useful” -
Content Marketing Institute
“More people use a mobile phone than a toothbrush”
- Social Media Today
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Great idea - How do I execute that?
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Building a Content StrategyQuestion: What is the strategy for your content marketing program?Hint: It is not to become a thought leader! (That is an outcome)
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Conception: How to Start your Content Strategy
Answer the Questions: What are the 10 questions
people will ask before they purchase?
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Connecting Content to Your GoalsWho do I go to for an auto loan?Who else has used them for an auto loan?Going to college?
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Channels: Try to Develop One Integrated Effort
When content is published in different silos the work is inefficient and costly.
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Using a Facebook conversation in an email creates more engagement!
Example: Incorporate Social Conversations
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Some Success Stories From:Ally Bank
Translating the brand to social channels, qualitative
evaluation, and integrating efforts across
multiple platforms. They don’t use Twitter for
customer service, but instead use it to share
personal financial tips. 2012, the Ally’s CMO
noted that the bank published on average
1,500 pieces of content between all its social
channels.
Capital One 360
Their Facebook page makes clever connections
between topical subjects — ranging from the
Super Bowl, the Olympics and the Academy
Awards — with their mission to help customers
save money. Their followers don’t seem to
mind the stretch sometimes required to make
those connections.
What Can You Learn
Like Ally, consistently distribute your promotions across channels. But don’t feel tied down to always feeling like
you need to be running promotions. Simple customers energetically share content without any discounts, offers
or strings attached. Proving relevancy to your customers is key.
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Great Examples:
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Case Study:
"Since we opened our doors in 1892, we have been committed to providing the best service personalized to our customers. With the help of ContentMX, we can continue to provide the values of a small bank with the services of a big bank."
Justin Whitaker, Digital Media Manager for Needham Bank
With five locations in Massachusetts, Needham Bank is a rapidly evolving community bank with strong ties to the community and their customers.
The bank was seeking to provide more engaging content that is not only a necessity for SEO purposes, but because it also opens opportunities for their customers to learn more about Needham Bank.
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Takeaways:
“More people use a mobile phone than a toothbrush”
- Social Media Today
● Dodd Frank has pushed to become more personal
● Photos, photos, photos, capture those life moments that you have shared
● Google is a content delivery system, and we need to work with their system much like a PR agency works with publishers
● We need to focus on the roles social play to help us initiate, engage, and create loyal followers
● eMail is a huge cornerstone to your content marketing
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We’ll Be in Touch Soon! Ken Wollins will be emailing contacting each webinar attendee over next few days to set up a time
to discuss your free 500 word SEO optimized custom written article.
It will only take a few minutes, but the call will allow Ken to learn more about your credit union and your content needs.
If you have any questions in the meantime, contact Ken at:
Ken WollinsVP of Sales
[email protected] 781-444-7000
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Jeff Mesnik is the President of ContentMX and has worked in content marketing and with financial firms for over 10 years, helping everyone from MassMutual to Arizona Federal Credit Union develop their content marketing programs. Jeff leads ContentMX whose mission is to increase engagement, multiply impressions, and expand a contact database to achieve tangible results, incorporating both email and social into a new age marketing platform.
Jeff MesnikPresident