Marketing automation is the ability to automatically trigger certain marketing activities based on a user’s behavior or characteristics. It removes tedious, time-consuming manual work while providing a more personalized, relevant user experience that improves marketing ROI.
Credit unions can utilize marketing automation for a variety of tasks to generate leads and enhance current members’ overall experience.
Marketing automation is especially effective for credit unions due to their number of members, multiple product offerings, and wealth of membership data that can assist in tailoring product and service offerings. More robust platforms, such as HubSpot, our preferred marketing automation tool, are particularly effective in streamlining and improving credit unions' marketing and sales efforts.
While marketing automation is a strong match for credit unions, few are implementing the appropriate systems and strategies the way larger financial services competitors are. This is directly impacting the membership experience in ways that could cost these financial services providers in the long run.
Modern marketing technology has made automation simpler than ever before. Advanced platforms like Hubspot offer a variety of benefits, including more effective campaigns that result in more leads generated, greater efficiency, and the ability to personalize your marketing messages so you are truly appealing to your target market.
While HubSpot is not the lowest cost platform on the market, the improved ROI you'll see compared to many other tools makes it a smart investment for most credit unions. HubSpot includes a free CRM, which is beautifully integrated with their marketing tools for the most efficient and effective management of credit unions' member communications and lead nurturing.
Our approach to credit union marketing automation focuses on optimizing the member experience and creating effective marketing campaigns. This could include new member onboarding, cross-selling products with email marketing, sales enablement, or updating advertising audience lists in real-time.
Many credit unions come to us when they are looking for a HubSpot agency because we are a HubSpot partner with extensive credit union marketing experience. While we primarily use and recommend HubSpot, we have used a variety of marketing automation platforms and will work with you to determine what's best for your credit union. We realize that credit unions may have other systems and tools that a marketing automation platform will need to integrate with, and we can help facilitate that integration so that data is seamlessly updated without manual work.
Our team will take the time to understand your unique goals, current systems and processes, and product offerings so our services can be tailored to your credit union.
Our team can implement marketing automation processes to help you achieve your goals for auto loan applications. We can, for instance, develop email sequences that will automatically send when prospective applicants take specific actions such as visiting specific website pages related to auto loans.
These triggers might also include leaving an online auto loan application incomplete or submitting an inquiry regarding your credit union’s auto financing options. The resulting workflow will encourage the credit union member to learn more about your offerings and consider moving forward with a loan application, through a series of emails.
Marketing automation can be a powerful tool to increase the number of credit card applications you receive and to boost current cardholders’ usage. For example, if a current member has a card they haven’t used in over a year, we can trigger automatic emails that will remind them of the numerous benefits they are missing out on.
Promoting your credit cards and related special offers to members who do not have a credit card with you is another clear way that HubSpot or another automation tool can help you reach your goals.
Measuring the impact of credit union marketing automation can be done in several ways, depending on the specific campaign, audience, and purpose.
In some cases, we measure applications generated, in others, we look at the increasing share of wallet, or take an assessment of the time saved by credit union employees. Let us help you determine which metrics are most important in your case.
We look forward to the opportunity to explore how marketing automation can help your credit union improve ROI, generate more leads, and improve your member experience. Let's chat about how automation can benefit your credit union.