Spiderwebs are a familiar sight to almost everyone (and maybe a terrifying sight to some). But no matter your thoughts about them, you can’t deny there’s a certain genius to them. Spiders intricately arrange strands in concentric circles, all leading to a point in the center.
Unlike the spider, you aren’t trying to trap anyone…but you are trying to lead them to a central point.
Your marketing should route potential consumers to your bank or credit union website. It serves as the center of your marketing web – a core hub where consumers make final decisions on your products or services.
But what does this principle look like in practice? Let’s take a look:
- Digital Ads – Consumers must typically see these powerful ads multiple times before clicking on them. Once they do click, they should go to the website…but where on your website? It’s best to set up specific landing pages for different digital campaigns. That way, consumers instantly see information about whatever sparked their interest. You can also use tracking (or UTM) links to see what landing pages are receiving the most traffic from which campaigns.
- Social Media Posts – Social media posts must engage consumers with consistent, relevant updates. You shouldn’t exclusively use them for promotion, but it would be a mistake to never promote anything. You have great products and services; let people know what they are and where to get them (i.e. your website). Just be sure to watch your links. Long links make your social posts look messy, or maybe even sketchy, to cautious consumers. Use link shorteners like Bitly to tighten up your posts' appearances and draw people to the bank or credit union website.
- Video Content – There are multiple ways for videos to drive website traffic. Social media videos or digital ad motion graphics can make both those tactics more enticing. You can mention your website within video content as well as place the URL in video bumpers. And when using YouTube, don’t forget to write your website URL and social media links in the description.
- Direct Mail – Direct mail and digital marketing might seem worlds apart, but your physical marketing collateral can still direct people to your website. Instructing consumers to visit the website (rather than visit a branch) may lead to faster decisions on your products. Potential members or customers have immediate access to the website…while a branch trip gives them a chance to change their minds.
- Emails – There’s been a lot of talk about the ineffectiveness of email marketing in today’s environment, but the data tells a different story. 50% of marketers say email is their most effective tactic, and email is three times as effective as social media when it comes to purchase decisions. So, don’t forget to link such an amazing tool to your bank or credit union website! Many email marketing providers show you click-through rates and let you apply tags if certain buttons are clicked. These offerings allow you to track campaign effectiveness more easily.
One more thing: don’t neglect your calls to action (CTAs). Consumers need an incentive to click a link and travel to the website. CTAs like “learn more” or “get more information” are too passive, vague or imply work on the consumer's part. Keep your CTAs simple, clear and direct.
Are you unsure about how your current marketing efforts push people to your bank or credit union website? On The Mark Strategies does marketing assessments for credit unions and banks that help them elevate their marketing efforts and increase ROI.
Book a free consultation to schedule your assessment today.
