Marketing based on credit union field of membership can be challenging. Understanding the right platforms to use and their limitations on financial institutions can hinder marketing to your eligible audiences. There are a few different techniques you can explore when targeting eligible audiences. Credit unions’ unique field of membership regulations do not jibe with traditional marketing methods, even with geographic targeting.
Advertising on social media platforms such as Facebook and Linkedin have their own set of advertising rules for financial institutions. They can be confusing and hard to follow which makes it difficult to specifically target only your eligible audiences without spending marketing dollars on nonqualified leads. Google Adwords is the same way and a lot of it has to do with discriminatory practices.
Here are 5 strategies I recommend for the highest ROI on your ad spend.
1) Direct mail campaigns- With the right data you can create a whole marketing campaign based on specific triggers around people looking for a home or car – responsive and predictive. Many companies buy user data that allow you to learn where people live, work, worship and even who may qualify as a family member. By selecting the right triggers and focusing on higher converting groups – people who work in your defined community – you can serve direct mail campaigns only to those who are eligible to join without wasting a dime. You can even narrow it down to individual census tracts.
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