Five marketing resolutions to keep in the new year

Britney Bailey, Growth by Design/LEVERAGE, Director, Marketing, addresses credit union marketing strategy

A new year provides the opportunity to begin with a clean slate. There’s no better time to rethink your marketing strategy and adopt new habits that will set your credit union up for success. Here are five marketing resolutions that are sure to streamline your process, boost your footprint and help you achieve the maximum profit for your efforts in the coming year.

1. Refresh your web presence

Your website is your virtual branch – an online extension of your brand. While it’s a large undertaking, websites should be refreshed every 3 to 5 years to ensure the design remains fresh, the content is still relevant and the user experience continues to meet the needs of your members. Technology changes daily, so keeping a finger on the pulse of digital innovations will ensure you’re continuing to maintain the excellent level of service members have come to expect, even when visiting your website.

2. Improve SEO

Search Engine Optimization (SEO) is focused on growing visibility in organic searches.  Encompassing both technical and creative elements, SEO helps boost ranking, drive traffic and increase awareness of your brand through search engines. There are many parts to SEO from the words you choose to use on your website to the way other sites link to yours.  If you aren’t using SEO, make a resolution this year incorporate it in your marketing efforts.

3. Create (and maintain) a social media content calendar

If you’re on social media, but aren’t strategic about your posts, it could be a waste of effort. Make it a goal to create and maintain a social media content calendar. The calendar will help with social media time management, to target specific audiences, bring consistency to your posts, organize your social media marketing goals and build your followers to spark engagement.

4. Incorporate more video

While social media has changed the way we communicate, online visual content is changing the way we consume information. According to a report published by Forrester, an American independent technology and market research company, including video in an email leads to a whopping 200-300 percent increase in click-through rate. And according to ComScore, an American global media measurement and analytics company, 45.4 percent of online users viewed at least one video over the course of a month. With video, your creative options are limitless, and somewhat boring content can be made interesting. If you aren’t incorporating video into your marketing efforts yet, now is the time!

5. Make it personal

The last thing most people want when they go to your website, or call your branch, is a sales pitch. In fact, chances are they sought you out because they already realize they need the products or services you offer and are now comparing your company to other options. Customers today expect a personal, brand experience. Make it a resolution this next year to create an adaptable and integrated way to automate the customer journey, one that’s personal and purposeful, and can be replicated for future endeavors. This not only attracts new customers; it solidifies current client relationships, streamlines your brand, grows customer loyalty and boosts word-of-mouth marketing.