10 Ways to Engage Members, Boost ROI
With all the information available to consumers how can credit unions cut through the clutter and become a trusted resource your members can count on while you boost ROI?
Sue Woodard, president of Credit Union Toolbox, recently shared the following top 10 tips during a keynote address at the Marketing Association of Credit Unions conference:
1. QR Codes.
QR is short for Quick Response. You can set these up for free (search online for “QR codes”)...so why not use them? They’re easily created, they show members that your credit union is up to date, and your members can use them to get more information, access a video or coupon, or even to apply for a loan.
2. Social Media.
“We don’t have a choice on whether we do social media; the question is how well we do it,” says Erik Qualman – author of Socialnomics. And the ROI of social media? Easy. The return is in the reality that your credit union will still be around in five years. However, it’s important that social media is done the right way, so stay up to date on what’s working for credit unions and other companies.
3. Referral Channels
Some 90% of consumers trust peer recommendations, but only 14% trust advertisements. What is your credit union doing to encourage members to refer their friends, family and coworkers? Keep in mind that the most important component of a referral program is simplicity.
4. Keep Members Informed.
Your members want to know how to handle their money the best way possible, and if you’ve provided them with that information, you’ve earned their loyalty. Help your members understand the financial world, and what it means to them. Give them the information they need to be financially successful.
It’s so easy to add a video to your website or email marketing. Video is engaging, and there’s no excuse for not doing it. Many people feel like they “look funny on video,” but the truth is, the way you look on video is the way you look in real life. The biggest mistake credit unions make in video marketing? Not doing it.
6. Engage Members Where They Live.
This means mobile. Mobile is the third-highest media channel consumed, and 65% of consumers say mobile Internet is the most important feature to them when considering a new phone. What is your credit union doing to make itself available to members through mobile interactions?
Integrate all types of marketing channels so you reach members wherever they are.
It’s not enough to say it once and hope your members are listening. The power of repetition is that, the more someone hears something, the greater the impression it leaves in a world where information overload is the reality.
When your marketing is automated, it’ll be consistent. Think about your marketing initiatives and consider how many of them can be automated—set it and forget it!
10. Work the Community.
Whether you’re a community-chartered credit union or have a single SEG, getting out there and meeting people, sponsoring events, and becoming involved in the lives of your members and potential members, is the best way to cut through the clutter and showcase your credit union’s advantages.