connect the dots between the things you are already doing

Your marketing flow starts with your website

Your website has never been more valuable. If nothing else, the last few months have proven how important your website is to your credit union. It’s the one branch that never closes, the public face that everyone sees. The source of information and access that your members need on a daily basis.

It can also be the connecting element you desperately need between all the things you are currently doing piecemeal – website, social media, newsletter, email marketing, promotions, etc. – with each element building on what you just accomplished.

Your website can help you create a Marketing Flow.

Begin by simply re-imagining your website’s blog as a news feed.

Before you post any content on social media, post them on your blog as short news items and stories. That will allow each post on social media to be linked to its own landing page.

When members click on an item that interests them, you’ll be able to track that interest. Not only will you see what kind of content gets the most attention (which will allow you to adjust your content strategy), but you can start to track what social media platforms are worth your time and effort.

Plus that news feed could be set to show up on your homepage (and reach those that mostly visit to log into home banking).

That same content could then be used again for bi-weekly or monthly emails – again tracking which posts are getting the most attention.

Then re-use the most popular content once more time for your digital or printed quarterly newsletters.

Plus every click-thru can set the stage for more advanced CRM and cross-selling options.

See what just happened? One dot connecting to the next. One project flowing into the other.

A Marketing Flow.

Of course you need a website that can handle the job.

If your current website doesn’t have blog capabilities, or the ability to add the elements you need to do what you really want to do (marketing automation, personalization, social media tracking, emails, analytics, etc.), then you need a new website.

And you need a content strategy.

Determine what you want to communicate – from member stories to financial education, community events to community groups/SEGs, to product updates to loan promos – and on what kind of schedule.

Just remember that people like to hear about people. You’ll want to keep the product pushes to a minimum if you hope to build an even bigger community. No one wants to see mostly sales pitches.

Then make sure EVERYONE knows your plan, and why they should get involved. Make it fun for the staff, and make it clear to management why it is important that each staff member participates in gathering this content. Put a calendar in place for those assignments, and give them deadlines.

Ask your members what they are concerned about, what matters most to them. Tell them you want to hear their stories, and highlight their favorite causes.

Yes, a Marketing Flow is still work.

But it’s work that builds on itself. One dot connecting to the next. One project flowing into the other.

Also published on CU Insight.

Kent Dicken

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