by Michael Hudson
WARNING: This post has the potential to dramatically change the success of your credit union in 2013. It also has the potential to feel a bit like a rant, but that is only because I feel passionately about the subject and believe that it has tremendous value for every credit union.
One of the subjects that I have invested a great deal of time in across the past few years is the study of online (internet) marketing. It became a topic of interest for me when I became a partner in a business that delivered weekly summaries of business books via a membership website. It continues to be an interest because of the successes and failures that I observe, and the lessons to be learned from each.
At its simplest level, the world of Internet marketing evolved as a means of delivering information of value to people who could use it (and were willing to pay for it). One of the core concepts in the Internet marketing world is to give away content that people can use as a way to demonstrate your knowledge and understanding of their needs and the problems they’re trying to solve.
Providing such useful information to people and giving them the opportunity to raise their hand and let you know they want to receive it is the foundation of the approach. Once you’ve gotten their attention and made a direct connection, you earn the opportunity to share more information with them, and ultimately the right to sell them a solution for the problem that is causing them pain.
So what does this have to do with credit unions?
