When you improve your bank or credit union marketing, you improve your organization. When you improve your marketing, your organization grows. And in many cases, you don’t have a loan growth issue, a deposit challenge or a retention problem. You have a marketing problem. So, improving marketing improves everything.
As James Clear says in Atomic Habits: “If you get 1% better each day for one year, you’ll end up 37 times better by the time you’re done.”
But how do you improve your marketing (even by one percent)? It takes intentionality. It takes time. It takes focus.
Here are ten practical ways to get better at marketing:
- Cut the copy – One of the best ways to improve your marketing is to simplify your messaging. People are not reading; they are skimming. Review your marketing collateral and ask: “How could we have said the same thing in fewer words?” Remember, clarity wins.
- Think generative search – Googled anything lately? If you have done any recent searches, you noticed an AI overview rather than just a list of websites to visit. Generative search is when generative AI models provide direct, curated answers and recommendations to user queries (rather than just a list of links). Create content designed to answer common, typed-in questions. Optimize your site for AI as well as SEO.
- Revamp your website – Recent stats indicate that 75% of consumers judge a business’ credibility by your website’s design and 88% of consumers don’t return to a website because of a bad user experience. Your website is your front porch – your first impression. If your website is more than three years old, check that it still makes a good impression. If not, it’s time for a redesign.
- Use Reviews UP – Everyone knows the best way to grow your business is word-of-mouth marketing (WOM). One tool you can use to amplify and systemize WOM is Reviews UP. This tool enhances review collection, consumer surveys and displaying positive feedback on your website. And bonus tip: those reviews feed both your SEO and AI summaries.
- Solve for pain – People don’t care about your products. They care about their pain. Draw two concentric circles. In one circle, list consumers’ pain points when it comes to certain financial matters. In the second circle, list your products’ benefits. Look to see where those circles overlap. Then, craft marketing messages that demonstrate the pain you solve and the benefits you bring.
- Use humor – Most financial marketing is boring. But as John Jantsch famously says, “no one talks about a boring business.” Take some risks with your marketing by having some fun. For inspiration, check out this story about Fremont FCU’s reenactment of a famous “Office Space” scene.
- Systemize handwritten notes – There is no school like the old school. While bank and credit union marketing is indeed embracing all new tech tools, one traditional touch is still important – the power of a personal, handwritten note. The key here is to “systemize” the notes. Have all frontline employees write three notes a week. Or have frontline employees draft notes as part of the follow-up process with loan closings or new account openings.
- Use video – According to recent statistics, consumers spend at least two hours per day watching social media (TikTok, Instagram, etc.) videos. Using video in your marketing is no longer an option; it’s a must. These videos take many forms: a branded video, testimonial videos, a YouTube channel, Instagram reels and more.
- Prioritize brand awareness for the long game – Sometimes growing your marketing means growing (or updating) your brand. Answer questions like “why do we exist?” and “what makes us different?” While marketing focuses on short-term promotions, branding requires a long-term approach. And when you get better at your brand, you get better at your marketing.
- Don’t pause or stop – Henry Ford once said, “A man who stops advertising to save money is like a man who stops a clock to save time.” No matter what is happening in the external economic environment, you must never fully pause marketing. Pausing never leads to growth. While you might adjust and pivot, you never stop marketing.
Bank or credit union marketing is the engine that drives your growth. Take these ten steps to get your marketing humming, and book a free consultation with us to get a marketing assessment. It’s often hard to see problems for yourself. Get another set of eyes to help you.
