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

Pinterest

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

al@allautenslager.com630-740-1397http://contentmarketingofficer.wordpress.com

Available to Speak at Your Conference or Consult with Your Credit Union