Good credit union marketing shows the way home

Credit union marketing is often more of an ocean than a pathway. It’s a vast expanse of content and communication sprinkled about here and there like islands of value. But it lacks direction. There’s no compass to point people home (a.k.a. to your credit union’s physical or digital doorstep).

You’re firing out marketing pieces, social media posts, web banners and more to reach consumers. And maybe you do reach them . . . but where do you lead them with each impression?

The marketing that leads people through a cohesive story will be the most successful marketing. And there are several stories to tell depending on your situation: your credit union’s story, a promotion’s story, a conversion’s story and more. But ultimately, it’s all your audience’s story. Always make them the hero in every marketing narrative.

Transform marketing narratives from scattershot into roadmap by focusing on three key areas:

What’s the genre of your story? The setting? The point of view?

You need some basic building blocks before you dive into a credit union marketing tale. You need to zoom out and get the big picture before getting into the nitty-gritty. As Franklin Covey would say, “Begin with the end in mind.”

This part includes settling on an end goal (attract members, increase loan applications, raise brand awareness and so on). But it also entails deciding on how you want to impact the audience. You can:

The method depends on the target niche. A numbers-oriented tale targets rate shoppers and quick deposits. But an emotional tale related to your community would resonate with long-term loyalists. Subversive marketing might bring in new, younger members intrigued by your brand.

United Heritage CU launched a subversive “Buy a House, Get a Puppy” campaign that brought in new homebuyers with its unusual incentive. Kevin Farley, VP of Experience and Engagement, said the campaign “strengthened the institution’s brand reputation and demonstrated a commitment to community welfare in an authentic impactful way.”

But that campaign didn’t materialize out of nowhere. It started with a subversive idea and the willingness to adopt that framework for the marketing story.

The best plots have focus. Even if there are many plot threads, they should all come together at the end in a fulfilling way. Does your credit union marketing plot have focus?

Imagine an inconsistent brand. Your tone of voice is different in each piece. Your visual style changes all the time. There isn’t a core message tying all your products and services together.

A prospective member might be seeing your brand multiple times, but the story is all over the place. There’s confusion about who you are and what you offer. And as Donald Miller says, “When you confuse, you lose.”

A brand backed by solid strategy and consistent visuals ties the many stories you tell together. It forms the central plot connected to every promotion. It’s the foundation of your every subplot. So, if your brand is weak . . . the whole house of cards comes tumbling down.

There’s nothing quite like coming home, right? You expect your home to feel safe and welcoming. Imagine your frustration if those expectations aren’t met.

Your members have the same frustration if your credit union marketing writes checks your experience can’t cash. In other words, a happy homecoming demands your experience fulfills a promise made by your marketing. It doesn’t matter how good your marketing is at attracting business if that business never stays.

Link your marketing story to your experience story. Never operate in a silo. Underpromising and overdelivering is fine (and might even lead to some great testimonials). But overpromising and underdelivering leads to disappointment and an open “back door” that hemorrhages members.

Not every credit union marketing story will be your magnum opus. In fact, most won’t be and don’t need to be. You just need a resonant through line from premise to homecoming. Stay consistent in your strategy, brand, campaigns and delivery. Get help to stay consistent if you need it. If you do that, you’ll be doing more than many competitors and making progress toward your own “happily ever after.”