5 Marketing Trends for Credit Unions in 2015

We are heading to the end of 2014 which can have many of you already looking forward to 2015. This can be the year your credit union can really capitalize on the new marketing trends that have emerged. Here are the top five marketing trends for 2015.

1. Social Media: As the social media landscape changes, so should your credit union’s social media efforts. Facebook is slowly losing its Millennial demographic, however, recently it has seen a boost with the Baby Boomer generation. Instagram has seen high numbers in the Millennial category, but has yet to see an increase with Baby Boomers. Twitter still ranks as one of the most widely used social media platforms from all age groups. It’s important for your credit union to diversify your social media efforts to build your brand and make it easier for members to recognize and connect to you. Instagram and Pinterest can seem like unlikely social media outlets for your credit union to use, but it is consistently growing in users. Having an active profile on each can boost your credit union’s member base.
2. Content: Content still remains king through 2015. With each Google algorithm update you can expect Google to favor content over most anything else. Having regularlyupdated content on your site establishes authority and helps your credit union gain member trust. The best ways for credit unions to use content is with its website, newsletters, videos and articles and or blog posts.
3. Mobile: Mobile is quickly becoming an important tool for credit unions. If your credit union does not have a well-developed mobile app on every operating system, now is the time to focus your efforts. According to Forbes, 87% of connected devices are engaging in some form of banking. Mobile banking for your credit union needs to give the user a positive experience. Your mobile design should be in a format that is commonly referred to as responsive design. This means that your site provides an optimal viewing experience-easy reading and navigation with a minimum of resizing, panning and scrolling-across a wide range of devices.
4. YouTube and other video platforms: If content is known as the king, videos can be considered the queen. According to the Social Science Research Network, 65% of people are visual learners. YouTube and other video platforms have made it easy for companies to create and share content with their members.
5. Micro-targeting – when it comes to spending on marketing; you want to get the most bang for your buck. Many credit unions are turning to micro-targeting to increase their member base. Micro-targeting gives credit unions the ability to use consumer data and demographic reports to identify individuals or small groups of the like-minded individuals. By micro-targeting your audience you can increase your member base quickly without the large spend that comes in other forms of marketing. One simple product can be used for micro-targeting is Gas Station TV.

CU Solutions Group has the tools to help you make your marketing the best in the business. If your goal is to improve your website or launch a social media campaign, we have what you need to reach your members.  With our helpful website compliance review, content management system and website design and development products we can help you stand out for all the right reasons. 

4 Helpful Products for Credit Union Brand Awareness

According to recent research from InsightExpress a majority of marketing professionals’ worldwide plan to increase their spending on brand awareness in the next 12 months. Your credit union should be preparing to do the same.

So why the sudden bump in spend on brand awareness? Think of some of your favorite brands or even some well-known brands. These brands that are world renowned and easily recognized have spent millions and millions of dollars to make sure that when you think of a running shoe or fast food you are thinking of them first and not their competitor.

But it’s likely that your spending ability does not include millions of dollars to focus on your branding efforts, and that’s okay! These four useful products can make it easy for your credit union to start a branding campaign if you don’t have one or boost your current efforts to the next level.

• Gas Station TV – CU Solutions Group is innovative with approach to technology and we are always looking for new ways to get your messaging to your members and your potential members. Gas Station TV (GSTV) is just one of the new ways companies are reaching their audience. GSTV lets you advertise at pumps near your branches, giving you the more bang for your advertising buck. Not to mention an easy way to get your brand’s message out to the people.
  
  
• Social Media – Social media is here today and it takes much more than just having a Facebook page or a Twitter account. Being active on social media is important and so is your messaging. Our social media experts can review your current efforts or even help develop a social media strategy you can easily follow. Our team can create and develop a branding strategy that can reach more of members than you ever thought possible.
• Direct Mail – Getting the word out to your potential new members and staying connected to current members is easy with direct mail. While a lot can be accomplished with online marketing, direct mail can still have an impactful effect on your members when it comes to branding.
• Email Marketing – Creating email communications that are impactful while conveying your brands image is simple and effective. CU Solutions Group has the tools to not only get your message across to your members but help your messaging stand out from the crowd.

Brand awareness is so important for you but also to your members. It gives your credit union personality and the ability to be a leader among the other credit unions. Creating cohesive messaging from your marketing materials to your website helps to develop your brand’s voice and help establish the effectiveness to your members.   

Not sure where to start? Let CU Solutions Group help your credit union develop an effective brand voice with these tools or contact us for more information. 

Getting the Best Out of Your Credit Union's Staff

With the CU Solutions Group blog, we usually try to touch on information we think credit unions might find interesting as well as cover credit union challenges and solutions. Once in a while we like to highlight some solutions that we offer to help your credit union grow. 

We know you’ve got a lot on your plate. But you still want a successful, results-driven credit union. To help, CU Solutions Group offers staff and management training on a variety of topics. Our experienced consultants can customize training by taking your credit union’s policies and practices and incorporate them into management training workshops that include: 

• Leadership Development
• Performance Management
• Communication
• Coaching and Mentoring
• Team Development
• Recruitment and Hiring
• Basic Employee Compliance and Policy Development
• Harassment Prevention
• Leading Effective Staff Meetings
• Motivating Employees and Improving Morale

CU Solutions Group can also help your credit union create custom email templates, content and email marketing strategies.

Click here to learn more about CU Solutions Group’s management and staff training programs.

How Segmented Marketing Can Make a Difference at Your Credit Union

If your credit union is looking to create a great credit union experience for its members, it may be time to market to their needs and interests, not just their location or age. Specialized segmented marketing lets your credit union identify targeted groups of members and then create offers and promotions relevant to their traits and known behaviors. Examples of these member groups would include:

• Members that don’t currently have your credit or debit cards
• Low or inactive card holders
• High or low credit card balances or lines of credit
• Lower FICO score members (for secured cards or credit rebuilder programs) 
• Psychograpics like lifestyle, interests, values, etc.

By approaching your marketing from this niche perspective, you’ll be sharing relevant products and services with your members and studies have shown that the response rate for these efforts is higher than with traditional marketing. The DMA National Client Email Report (2013) discovered that around 30% of email revenue comes from targeting specific segments. Plus, your email marketing unsubscribe rates and costs will be reduced. 

Before you start putting together a specialized segment campaign, here are a few things to consider: 

• Put a plan in place before you go after a segment
• Learn as much as you can about your targeted demographic
• Make sure your research and data is local and current
• Keep it fluid – be open to changing your approach, your segment or anything else that might stand in the way of success

Whichever approach you take to help create a great member experience at your credit union, your members should know the credit union mission is the basis for all you do. And if you keep your member’s needs, interests and goals in mind throughout the process, you’ll end up with members that will be members for life.

To learn more about creating a great member experience, click here to read the latest CU Solutions Group e-newsletter on the topic.