In the past, consumer interaction as far as reviews for banks and credit unions was typically related to the wooden suggestion box in the lobby and, in the worst cases, complaints lodged with the Better Business Bureau.
How times have changed
Now bank and credit union consumers have a practically unlimited platform from which they can share reviews. Facebook, Twitter, YouTube, Instagram and Yelp are just a few. Odds are, you’ve had a number of consumers already share their opinions, both good and bad, on your social media platforms.
The point becomes: how well are you leveraging the social media story consumers are already telling about your bank or credit union?
Actual consumer reviews are some of the most powerful content your bank or credit union can use to help tell its own story. Consumer reviews are a terrific way to reignite existing relationships with consumers who may have forgotten about their relationship with your bank or credit union. They also are a good way to track consumer traffic back from social media platforms (like the ones listed above) to your website via hyperlinks.
For example, share consumer reviews (the positive ones) on your Facebook feed and Twitter platform. You also approach your raving fans and ask them to film a brief video about their experience for your YouTube platform. You don’t need to hire a fancy camera crew (and spend all that money) to make this happen. With today’s technology, a good cell phone can take the video, edit it and post to your social media platform in a matter of minutes.
Harvest the stories consumers are telling about your bank or credit union on social media platforms and make them a part of your content marketing/engagement plans. Both existing and potential consumers for your bank or credit union are much more likely to react to the stories their peers are telling that any traditional marketing tool you can leverage. As great as this collateral marketing is, from a consumer perspective, it comes across as generic, old-school and, frankly, uncompelling.
Social media marketing is a terrific way to tell the authentic story of your bank or credit union. It lends a powerful voice to the story you wish to convey and is much more likely to attract consumer interest than traditional boring content.