Credit unions can combine content marketing and marketing automation

by. James Robert Lay

We continue to share the need of a unified digital strategy for credit unions and community banks. Without one, adopting all the latest digital tools in the world from social media to email marketing and PFM to RDC is a futile exercise.

This seven-step systematic framework can be the foundation for building a true digital marketing and lead generation asset.

While the the framework includes many different systems and working components, content marketing and marketing automation are minimum requirements for this system to help:

1. Reduce the cost of acquisition
2. Increase account holder profitability
3. Improve operational efficiencies

Content Marketing and Marketing Automation for Lead Generation

Content marketing is a marketing technique of creating and distributing relevant and valuable content on a frequent and consistent basis to attract, acquire, and engage a clearly defined and understood target audience – with the primary objective of driving profitable customer action and a secondary objective of positioning the credit union or community bank as a qualified expert.

Marketing automation software allows a credit union or community bank to scale recurring digital marketing and sales processes that improve the efficiency of execution to lower the cost of acquisition through digital segmentation, lead generation, lead capturing, lead nurturing and lead scoring while increasing the profitability and share of wallet through onboarding, cross-selling, retention and referrals.

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