Content Marketing trends and engagement are a couple of words that we s marketers just cannot get enough of, specifically when it comes to implementing them to our marketing efforts. How can we improve our current efforts to include the latest strategies, to reach potential prospects, without getting rid of all our best laid plans? It’s challenging, but for 2017 try some of these to your overall efforts.
No more the Data
While we spend a lot of time going through our analytics, this can sometimes change creativity and personalization. The term “analysis paralysis” can be applied here as it may be the creative process. Per warc.com, step away from relying solely on data alone and look around at what is working in your conversations. Marketers are turning to customer-centric strategies, but this doesn’t mean discounting the opportunities presented by data.
Relevant content is the foundation of engagement. It shows your knowledge in the business, building yourself to be a key person of influence. Being valuable to viewers while reaching them on their level is accomplished with content.
Social media is typically the best place for your content marketing strategies. YouTube and Facebook have been the standard for a few years, but do not forget about LinkedIn as well. Let’s remember that professionals are consumers too, and this is a great place to leverage your message with members. According to LinkedIn, 80% of users will purchase from a brand they trust. You can remain committed to Facebook, just check out custom audiences which helps you to better target your audience and fine tune your message. This is a more effective way to spend your marketing time to personalize your content marketing to your audience.
Social Media Paid Content
Facebook, Instagram and Pinterest are considered growth platforms to reach consumers as the advertising format is both engaging and interactive. While organic growth through these channels remains a challenge, the paid content advertising is very effective while also being affordable. According to business.com, Pinterest has a highly active and targeted user-base that can be a direct link to a purchase. Try a “promoted pin” this year, which are Pinterest ads by your credit union with fun informative imaging and a CTA. You can even add keywords and target specific audiences which is a great way to increase visibility for your credit union. Currently, companies do not need an Instagram account to run an ad, but they do need a Facebook account. When running ads on Facebook, include the option for Instagram when setting up your ad.
Video Live Streaming
Video is a powerful tool that should be added into all aspects of your messaging, from in-branch to emails and social media. According to eMarketer, U.S. adults spend an average of 5 hours and 38 minutes viewing video every day, with cross device consumption driving that growth. Live streaming your video on social media is becoming more the norm as it creates an authentic and personable interaction with members. One way to increase engagement is with digital video messaging. Include this as part of 2017’s plan of action to increase the dialogue. If you’re running an event or promotion, use video during in-branch promotion and provide updates that create excitement through this new feature. In 2017, look for more of an emphasis on content shifting towards video as Facebook will now allow for paid amplification of live video as it is happening.
In 2017 a term to include in your vocabulary is “audience success.” Expectations and demographics are changing as technology evolves into a specialized experience. Audience retention is key to profitability. Customer service is now responsible for opening the door to success for members, helping them to achieve their financial goals and ultimately aiding in credit union growth. The customer experience will incorporate the use of technology and new methods of reaching financial success with your members. The strategy to consider is to utilize cross channel customer experiences. For example, use social media as a way to have two-way communication regarding customer service, not just as a means of promotion. This is especially important when serving Millennial members, whose sheer numbers utilizing cross channel communications is reason enough. Embrace it, don’t get left behind. Tools empower members!
Create an atmosphere an audience will feel comfortable with, allowing them to access to your credit union’s expertise. The rewards will be beneficial and the members will keep coming back for more.