South Carolina/North Carolina Credit Union Leagues Effective Marketing Practices
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Transcript of South Carolina/North Carolina Credit Union Leagues Effective Marketing Practices
Effective Marketing Strategies and Campaigns
During a Recession
Save Money, Enhance Your Exposure
Cost-Effective Tools
• Press releases• Articles• Newsletters (HTML or PDF)• Website• Social media• Email• Video/Audio• Advertising
Press release uses
• Work with the media for placements– Leadership (positions)– Credibility (builds)
• Create story ideas for feature articles• Create testimonials• Create newsletter content• Create website content (press section)• Create content for social media channels
Article Advantages
• Work with the media for placements– Positions as leader– Enhances credibility
• Member case studies (educate)• How to… (educate)• Features (prominence)• Profiles (prominence)• Q&A (educate)• Opinion/Editorial (educate)
Newsletter Benefits
• Create a community with members• Become an educator (resource)• Creates conversation with members• Enhances brand
– Adhere to consistent release dates
• Rewrite press releases and articles for content• Leverage online technology for distribution
– HTML (email)– PDF (post to website to download)
• To enhance member interactivity, be sure to include links to videos, podcasts, blogs, Twitter, graphics, etc.
Website Activity
• Leverage cost-effective online presence• Push message out to members, pull ‘em back!• Keep it fresh!
– Post member/staff testimonial videos weekly– Post member/staff testimonial podcasts weekly– Post news and educational articles weekly– Post educational and member service blogs daily (try!)– Tweet about events, product benefits, milestones, etc. and link to website
(use www.tinyurl.com)
• Updating site and blogging frequently enhances search engine performance
Social Media Tools
• What is social media? (Not just blogs!)– Twitter (grown 1,989% in 1 year - 1 mil to 21 mil)– Facebook (#1 social networking site - 87 mil June)– My Space (Gen Y audience)– YouTube (post videos and embed to website)
• Two-way communication with members — immediate!
“It’s not a campaign, it’s a relationship.”
Email Strategies
1. Be relevant2. Design for the preview pane3. Show me you know me4. Don’t be HTML-centric5. Be free from attachments6. Go mobile7. DON’T SCREAM!!!8. Shorter is better (for subject lines)9. Get permission!10. Segmentation sells
(And don’t forget to test!)
Online Audio/Video
• Adds another dimension to website• Creates interest• Keep recordings short (2-minute rule)• Be consistent about posting new pieces
• Production steps for Audio/Video pieces
Advertising Possibilities
Don’t quit, be smart!
• SEG publication• SEG website• Community newspapers• Sponsor charity events (give back!)• T-shirt
• Leverage an education message in ad• Use anecdotes• Remove “salesy” talk
Putting it all together
• Find out where your members are• Use a multi-pronged approach to hit your targets
– Not every member will see your message in one channel, so leverage each one with the same message
– Retain the same message in each channel, but tailor it according to the channel
– Cross-market your channels• Encourages audience to discover and see same message in different channels• Enhances usage and/or visibility of other channels• Ultimately enhances opportunity for increased product or service adoption from
members
Get members to become your ambassadors!
Campaign
• Announce new service or product:– Press release to local press– Educational article placed in local publication (post on website)– Blog about it and encourage feedback from members– Tweet about it (include link)– Produce audio or video member usage testimonials– Post on website– Place in credit union newsletter (email)– Ad in SEG publication, statement, community newspaper, etc.
Don’t forget to cross-market message in each channel!
Tracking Results
• Website• Social Media sites
– Google Alerts, Technorati, Jodange, Trendrr, Lexicon, etc.
• Media placements• Email responses (clicked on links)• Inbound calls (“Where did you hear about this
product?”)
Questions?
Mike LawsonDML Communications
www.dmlcommunications.comwww.twitter.com/dmlcomm
http://dmlcomm.blogspot.com