In 2020, companies spent 54.1% of their annual advertising dollars on digital media. A digital marketing strategy includes all advertising forms that your customer might encounter on their computers, mobile phones, tablets, and other electronic devices. In addition to banner ads, paid search links, and e-newsletters, content marketing should be an essential component of your credit union’s digital strategy.
The goal of content marketing is to educate your customers with information that’s relevant to their purchase decision. Customers often search keywords, read blogs, visit social media accounts, use financial calculators, take quizzes, and study whitepapers and case studies to learn more about a topic before shopping around for a product or service. For this reason, content marketing plays a key role in driving business for your credit union. Keep reading to discover why this is true.
Content marketing is organic.
A traditional advertising strategy focuses on hard-selling your customers your credit union products and services. With content marketing, the emphasis is on providing value that’s related to the tangibles your credit union offers. This approach is more organic and, therefore, more authentic because your customer comes to you for information as opposed to you going after the customer.
Content marketing drives engagement and conversion.
Because the customer plays an active role in interacting with your credit union through your content, you can tailor the message to the customer’s question or problem. In contrast, the messaging in a traditional ad might need to be broad enough to cover general assumptions about your customer’s needs. With your content’s narrow focus, you can engage with the customer directly. This creates a relationship built on trust and credibility so that you can guide your customer through their sales journey.
Final Words
Creating impactful content should be an extension of the digital marketing strategy that culminates with conversion through your credit union website. Blogs and social media posts can link to relevant pages, applications, or forms on your website. Landing pages are an effective method of collecting customer contact information in exchange for downloading whitepapers and other resources. Financial calculators and self-tests might help customers determine the appropriate product or service.
Our design and development team is always here to answer your questions about enhancing your credit union’s website with some of these content marketing tools. And don’t forget to sign up to receive our CUWebsite Bulletin so you never miss the latest news on managing your credit union’s website.
