Credit unions continue to grow in popularity as healthyalternatives to traditional banks. Consumers don't want to be seenas just another number – they want their voices heard and concernsgenuinely listened to and addressed. Often times, banks aren't ableto provide this personalized service because they aren't interestedin offering each customer their own customized experience. Thebottom line for banks is financial, whereas the bread and butter ofa credit union is its localized, community-based presence. Keepingyour members at the forefront of your business is the key tosuccess at any credit union. But there are some significantmistakes many are making in their marketing strategies that areholding them back from seeing even greater success and growth.

Competing With Big Banks on Their Turf

Big banks will always have a bigger marketing budget to workwith, which gives them the ability to squash any attempt a creditunion makes to compete on their level. This doesn't mean a creditunion can't compete with large banks. But it does mean you can'tfight them on their own turf. They know what they're doing, andthey do it well. Credit unions need to differentiate themselvesfrom the big banks and compete that way. Rather than trying toblend into the banking industry and emulate the big guys, stand outand show your differences. Market yourself on your own turf withthe help of a service like Feedly to put your content towork in blogs, on YouTube and much more.

Much of credit unions' popularity is due to the dissatisfactionmany customers felt with large financial institutions. They cravesomething different, so show them you are different than the bigguys. Even though you're differentiating yourself, you don't wantsloppy, unprofessional writing to get out to your members. UK Writings andState of Writing haveservices available where real, live people edit and proofread yourmaterial so the quality is just as good, if not better, than thatof the big banks.

Trying to Offer the Same Rates and Services

Yes, in an ideal world, credit unions would have the ability tooffer their members all the benefits of a big bank, along with allthe positives that come with a credit union. But in most cases,this just isn't possible. And generally, it's not a deal-breakerfor credit union members when they can't access these same ratesand services. The advantages of a credit union are so great to themthat they are almost always willing to bend on receiving slightlyhigher rates or fewer services. Rather than focusing on theservices you aren't able to offer, promote the amazing communityaround your credit union and all it's able to do for its members.Build yourself as a strong, local, community brand, rather thanpromoting the rates and services you offer.

Hiding Your Personality

Set yourself apart from the big banks by showing the human sideof the credit union. Big banks are faceless entities, which turnsmany people off. But credit unions have the opportunity to interactwith their members and let their personalities shine through.Social media is the best place to do this because it's fast andeasy, and so many people are already using it. Keep all of yoursocial media accounts well managed using Hoot Suite. Generic posts andresponses to questions are not what members are looking for – theywant to know a real, live human is behind the keyboard or on theother end of the phone interacting with them. Your brandpersonality should be reflected in all of your interactions withmembers, so they see that you aren't just another faceless businesswith no interest in them as a person. You can also show yourpersonality through your design and Canva is a great place to puttogether unique designs, even if you're not a professional designerby any means.

Choosing Mass-Produced Content Over UniqueContent

Creating unique content for your website and other marketingmaterials can be difficult and time consuming, but it's soimportant to differentiating yourself from big banks and showingyour brand's personality. You've also got to make yourself standout from other credit unions. Put in the time and effort needed tocreate or source the creation of unique content, rather than beinga cookie-cutter version of your competitor or a larger bank. If youdon't have the time or the ability to create this unique content,Boom Essays andEssayRoo are helpfulresources for content creation. Unique content not onlydifferentiates you from the rest, it also reinforces your brandpersonality and is more engaging and share-worthy.

In a world where each and every consumer wants to be seen andtreated as a real human, with their concerns heard and respondedto, credit unions have the ability to thrive. The main benefit of acredit union is its localized presence and community of members.They aren't first and foremost concerned with profits, which is arefreshing change for most members who value the personalizedservice a credit union is able to give.

Gloria Kopp is the CEOat Studydemic. She can be reached at [email protected].