Inside Marketing: Always-on marketing best practices

Credit union experts share advice on search engine optimization, data, social media and beyond.

The implications of “always-on” marketing are broader than even creating a 24/7 strategy. Today’s marketer must adjust on the fly to meet new and changing demands, with technology and talent requirements evolving almost every day. We asked three experts in the credit union space to weigh in with their always-on best practices.

Trisha Torrado, senior manager/marketing and communications for CUES Supplier member Franklin Madison, Franklin, Tennessee:

  • Identify 2020 marketing goals. First, it’s critical for a credit union to identify its goals, stresses Torrado, then craft a strategy and tactics to achieve those goals. “Also, as a marketer, ensure you set a realistic budget to fund your strategies.” And don’t neglect creating solid content marketing strategy that aligns with your credit union’s overall marketing strategy.
  • Understand and embrace the new SEOCurrently, there is a blurring of traditional and new SEO. “Years ago, you might have had a webmaster run a credit union website and oversee optimizing the HTML code,” she explains. “But going forward, successful credit unions are building unique landing pages for each, specific campaign, and marketers need to lead this initiative.” Search engine algorithms now value content, not just structure, which means website construction and maintenance is no longer just a technical job.

 

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