content marketing for credit unions
DESCRIPTION
Content marketing for credit unions is the buzz phrase of the year. Whether you’re looking to improve your search engine visibility, inbound traffic, conversions, brand awareness or improved social media profiles, content marketing can help you achieve your goal. You will experience and increase in customers and be more in control of your online reputation. This presentation is perfect for keynote presentation at credit union conferences or use in decision making to expand your marketing. Al Lautenslager is a best-selling marketing author, speaker and consultant and is passionate about growing your business.TRANSCRIPT
The Credit Union - Customer Connection
Your opportunity to connect with your customer community with your digital footprint
Emerging Consumer Connection
Social Media MarketingContent MarketingEngagement
Connection – Old vs. New
No more yellow pages
Finding credit unions – a few clicks or a few friends
Today - A Few Clicks GoogleFacebookTwitterBlogsLinked inOther communities
Research & Information78 Percent of Consumers Do Online Product Research
57 Percent of Companies Have Gained a New
Customer with Their Blog
86% of B2C Marketers Use Content Marketing
Consumers have a large thirst for information and knowledge
First impression is very important; more so than before
Credit Union ConsumersThe credit union approach: educating members
about how to be better with money
Content marketing is all about informing and educating your membership
With Content Marketing you are demonstrating that you understand their needs, their concerns, and their goals.
Moving from Bank to Credit Union17 percent of consumers are considering closing
their accounts with a bank and moving to a credit union
Content Marketing will attract these target prospects
The Digital/Content Marketing Trend67 percent of financial marketers said they believed
that digital marketing has become more efficient, which would enable them to target their markets at a lower cost.
91 percent said that digital data and targeting technology could help them better reach their ideal audience.
Credit Union ConsumersToday consumers are informed consumers
Many choices today
Consumers shop, compare, refer and share
Ways to Create a Good First ImpressionCreating and publishing high quality content on your
digital properties: social media, websites and blogs.
Content Marketing GoalBe visible to your target market in a positive, helpful,
relevant, valuable way
Content Searched For OnlinePeople who search online are looking for:
Relevant information that can solve their problems
Information to Teach them something new
Valuable Information
Examples of Content Searched For
A guide to help people understand the impact of interest rate changes on the cost of their loans
Reports to help evaluate alternative rates of return for investments
Checklist on how to improve a credit scoreAn e-book on how to lower monthly mortgage payments A presentation on how to make the right
decisions about retirement An article on finding a way to finance a
child’s college education,
Providing ContentIs a competitive advantage, especially in a local
setting
Allows for increased awareness and value with a higher number of customers
What’s this worthto you?
What is Content Marketing?Information that is of interest that draws target
market customers to you to get that information; usually online content
Distribution of the information – make it available
Engage with the audience – content = connection
What Content Marketing is Not
Bland, repetitive content written only for SEO
Sales pitches
All about me
Why Content Marketing
Caters to potential customers desire for information they want (when they want it and in a form they like).
Search engines love it – relevancy
Lets your target market know who you are and why you are the preferred choice
Why Content Marketing
People choose Credit Unions based on:Google search Credit Union websiteFacebook/Twitter postingsBlog postingsComments from previous or current customers
Benefit of Content Marketing
A steady, consistent, helpful, valuable stream of information linked to the credit union can overcome any negative content by one unsatisfied past consumer
Benefit of Content MarketingYou can control your online reputation more
Establishes expertise and positioning
Cost per lead is 30-40% lower than paid search
Value is cumulative
Competitive AdvantageA credit union who wants to dominate online search
and become visible to more potential patients who are doing research online rather than reading print media, needs to have a different mindset, approach and strategy.
Content Marketing is the answer to that
How to Market with ContentEstablish a hub – website or blog
Subscribed and SharedYou own it (not like Facebook, Twitter or LinkedIn)
Establish social media accounts/pagesFacebook, Twitter, LinkedIn, Pinterest….yes I said
Plan It
Content Marketing PlanDefine target market
Define what questions they have
Define what problems need solved
Answer questions in an interesting, compelling, valuable and engaging way
How do they want content delivered
What content that you have can be repurposed?
Content CreationDecide on the content
Research information from on and offline sourcesResponses to polls and inquiriesFAQ’sResearch competitive information sharingOutsource content development –
quantity, quality, consistencyConcentrate on the target audience –
interesting and of value
Developing the Content
Write it
Repurpose offline and other content
Outsource the development
The Content
Accurate & CompleteInformative & UsefulValuable & RelevantTrusted – you are the “go-to”
sourceUnderstandableShareable
Other Content Marketing Thoughts
It’s a long term commitment and process
You cant do it all
Outsourcing Content Marketing
Al Lautenslager – Content Marketing Expert, Strategist and Enthusiast
[email protected]://contentmarketingofficer.wordpress.com
Available to Speak at Your Conference or Consult with Your Credit Union