While having an online presence is essential for credit unions, the marketing to promote that presence is equally as important. Next week, data science and marketing experts from EXL Analytics will hold a 45-minute crash course for credit unions on how to use digital marketing to drive lead generation and member engagement through digital marketing.
“Mobile and social media users are increasing at a tremendous pace. Several highly influential consumer segments have come to trust mobile and social content for selecting their financial products and partners,” said Prakash Parikh, EXL senior manager. “Credit unions that leverage digital channels like search engines, social media, email and websites stand a better chance of establishing relevant and meaningful connections with members and prospects.”
Webinar attendees will learn how consumers are using the internet to meet their financial needs. According to Parikh, credit unions that make an effort to catch consumers online will increase their prospects and conversions by optimizing their sales funnel with the help of digital marketing. Social and email marketing channels can be used to enrich not only member experiences, but also the totality of the member journey.
“As credit unions face challenges around acquisition, member engagement, cross selling and up selling, digital marketing can be a strong ally,” reiterated Parikh.
A few of the best practices webinar attendees will learn include:
Email: Forty percent of marketers rated email marketing as the best source to generate high quality leads. Credit unions can run email campaigns to targeted prospects informing them about new products launched and existing product improvements. Additionally, the credit union can run follow-up campaigns targeting website visitors.
SEO: Search engine optimization (SEO) is the process of optimizing a website to rank higher in search results. SEO can stimulate increased numbers of qualified traffic to a credit union’s website
Social Media: Social engagement is a powerful way for credit unions of all sizes to reach prospects and existing members. However, credit unions have to be strategic about the right publishing strategy to build engagement within the most valuable member segments.
Content Marketing: Relevant content that takes a human-centric approach generates brand awareness, increases traffic through a variety of channels and earns a credit union a great number of qualified leads. Content assets can include blog posts, E books and whitepapers, infographics, presentations and much more.
Paid Search: Credit unions that deploy paid search engine results bid for the keywords used by those members and prospects they want to reach. The strategy is an excellent way to increase traffic, particularly to campaign-specific landing pages.
The webinar will also cover data-driven strategies for further optimizing the results of digital marketing campaigns. The discussion will include a primer on data analytics techniques, like A/B testing, heat map analytics, feature attribution, anomaly detection and reporting.
“We often see bottlenecks develop at minute levels with a digital marketing strategy,” said Parikh. “With a rich system of analytics strategies, we can create a system of continuous improvement that identifies and corrects those bottlenecks in near real-time.”
Credit union leaders interested in learning more about how this works are encouraged to attend the webinar “How Digital Marketing Can Help Financial Institutions,” on June 18, 2019, at 12.30 p.m. eastern. Online registration is open now at https://www.surveymonkey.com/r/JCB66MY, and a recording will be made available to registered individuals who are unable to attend the webinar live.