5 Marketing Trends for Credit Unions in 2017

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As we cross the threshold into the first quarter of 2017, marketers are taking inventory of what worked in 2016, what's worth keeping, what should be scrapped, and what has a strong growth trajectory moving forward. Here are five credit union marketing trends that we’ve documented this year that are set to make an impact in the coming months:

1. Social Media Marketing: As the social media landscape changes, so should your credit union’s social media efforts. Facebook is slowly losing its millennial demographic, however, recently it has seen a boost with the Baby Boomer generation. Instagram has seen high numbers in the millennial category, but has yet to see an increase with Baby Boomers. Twitter still ranks as one of the most widely used social media platforms from all age groups. It’s important for your credit union to diversify your social media efforts to build your brand and make it easier for members to recognize and connect to you. Instagram and Pinterest can seem like unlikely social media outlets for your credit union to use, but it is consistently growing in users. Having an active profile on each can boost your credit union’s member base.
2. Content Marketing and Inbound Tactics: Content still remains king through 2017. With each Google SEO algorithm update, you can expect Google to favor content over most anything else. Having regularly updated content on your site establishes authority and helps your credit union gain member trust. The best ways for credit unions to use content is with its website, newsletters, videos, articles and blog posts.
3. Mobile Optimization: Mobile is quickly becoming an important tool for credit unions. If your credit union does not have a well-developed mobile app on every operating system, now is the time to focus your efforts. Your mobile design should be in a format that is commonly referred to as responsive design. This means that your site provides an optimal viewing experience-easy reading and navigation with a minimum of resizing, panning and scrolling-across a wide range of devices.
4. Big Data and Targeted Advertising: Many credit unions are turning to big data analytics and micro-targeting to increase their member base. Leveraging big data gives credit unions the ability to use consumer data and demographic reports to identify individuals or small groups of the like-minded individuals. While this process is relatively more expensive than some other forms of advertising, it will leverage your members’ internet behavior, along with your online marketing investments, to create highly optimized digital customer experiences that lead to increased ROI for you.
5. YouTube and Other Video Platforms: According to the Social Science Research Network, 65% of people are visual learners. YouTube and other video platforms have made it easy for companies to create and share content with their members. As a marketing tactic, video goes hand-in-hand with social media efforts.

The plans that you lay now will set the tone for the coming year’s efforts, so take full advantage of these last few months and develop a strong foundation for next year’s growth.

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