For years, lead generation for traditional marketers meant actively seeking out and educating prospective customers about your services through broad scope advertising methods, such as purchasing an ad in a magazine or renting a trade show booth and tracking people down at events. However, that dog has seen its day. Nowadays, there are so many marketing outlets available that consumers are overloaded with information and simply tune most of it out. In addition, potential customers have more resources than ever when it comes to seeking out information. This has forced a change in the way effective lead generation is activated.
With so many customers looking for ways to educate themselves about your credit union’s products and services, it’s never been more important to utilize new tactics that put your information in the specific places they’re looking, and that establish you as a trusted expert for their financial needs. The great news is that social and digital marketing offers numerous ways for you to target and reach very specific audiences without the broad strokes which help to minimize or eliminate waste. You can now build lasting relationships with the specific customers you want to reach through constant, specialized touchpoints.
Here are five easy to implement social and digital solutions currently available when it comes to new customer engagement lead generation.
- Showcase your expertise and use it to help others
Customers with questions are going straight to the Internet to find answers. Make sure your credit union is the one they see first by offering current, well-written, in-depth downloadable articles, whitepapers, blogs and more that answer questions and provide a valuable service.
Within the document, you’ll want to offer practical advice, answer frequently asked questions and discuss solutions to common problems in detail. Make it easy to read, easy to download and include a bold promise to offer even more help by asking readers to join your email list. If you’ve posted an informational blog, ask users to sign up for more at the bottom of the blog post. If it’s a whitepaper or eBook, set up a trigger that asks them when they click to download. If they’re willing to sign up, they’re a customer who is likely to convert to a long-term relationship and possibly join your credit union.
- Host a webinar or e-course series
This is an easy tactic to tie into your credit union’s blog posts and whitepapers, and it should also be promoted through other online methods, such as your website banners and paid social media. Offering a webinar shows consumers that you’re not just interested in promoting yourself. You’re interested in helping them, and you’re willing to take the time to extend a helping hand, at no charge. This also helps establish trust and gives customers an outlet to ask questions to your credit union, the expert, in real time.
Simply ask users to sign up for the course by supplying their email address or phone number. A well-developed free course could be helpful to people no matter their age. This approach works well for in-depth topics such as creating a budget, how to build credit, mortgage tips and more.
- Educate with video
Videos are no longer just for YouTube. The strongest social media network for customer engagement continues to be Facebook, and its most effective uses are through paid advertising that uses video and entertaining content to emotionally connect with viewers. According to HubSpot, video content represents 74% of all Internet traffic. Interestingly, most of them are viewed without sound, so consider captioning your videos. You’ll also want to keep them focused on services, lifestyle improvement and community impact your credit union provides because these are the types of videos people are seeking out and sharing with their friends and followers. It’s a great way to highlight the many ways your credit union gives back to each member.
- Host a quiz
A compelling and interactive way to collect leads is to create an online quiz that can be hosted on your credit union’s website and on your social media pages. Consider creating a personal finance quiz or even a quiz about your credit union’s history.To capture the lead, ask users to submit their email or phone number at the end of the quiz in order for them to see their results.
- Host a Giveaway
Giveaways have proven time and time again to be the most successful forms of lead generation. The trick to a successful lead capturing giveaway is to make sure you’re hosting a contest that’s relevant to the potential members you’re targeting as well as giving away something the people in that audience really want.
For example, if you’re trying to drive interest in home loans and you host a contest with an iPhone as the prize giveaway, you’re going to get a lot of interest, but not necessarily just from people who are interested in getting a home loan. They’re interested in the iPhone, and it’s going to take time for you to weed through the entrants to find the people you really want to engage with. Instead, consider giving away something that’s specifically relevant to a new home.
When it comes to effective lead generation strategy, there is no “one size fits all.” New tactics are always emerging and platforms and trends are constantly changing. No matter which strategy you choose, remember that members and prospects are always on the lookout for valuable information – it’s how they establish trust with the people and businesses they engage with – and you’ll want your credit union to be there with the tools to help them when they do. Presenting your credit union as the expert will help open the door for continued engagement and, ultimately, for increased membership.