Online Marketing for Credit Unions

Transcription

1 Online Marketing for Credit Unions Using the Internet to accomplish your credit union s s marketing objectives. Kelly Nicklas Latham Marketing Director NAFCU Services Corporation Welcome!

2 My Background Dot-coms: Doubleclick.net, Register.com NAFCU Services: credit union industry providers, marketing consulting

3 Purpose of this Webinar Learn how to use the Internet to accomplish your credit union s existing marketing objectives Results-driven Opportunities Tactical Previous webinar The Basics of Online Marketing

4 Outline I. Website Tracking II. Search Engine Optimization III. Pay-per-click Advertising IV. NAFCU Services Marketing Extras

5 Why Track Your Website? How many people visit your website each day? Understand reach -> priorities focus your time/effort/budget on biggest opportunities Is your traffic increasing over time? Understand trends Where do visitors come from? Search engines? Direct? Your s? Other websites? What do Web surfers first type into a search engine to find your product/service? Which keywords result in traffic to your website? What are your visitors interested in? Understand hot topics/products

6 How Can I Track My Website? Websites can be tracked in two ways: Log files; used by software like Hitbox, Webtrends, etc. HTML script; add to your pages; Google has a free version called Google Analytics

7 Poll How do you currently track your website? Google Analytics Website tracking software (ex: HitBox, WebTrends) We don't currently track our website Not sure

8 Google Analytics 1. Go to: 2. Once your provide your website info, etc., you will receive your script: <script type="text/javascript"> var gajshost = ((" == document.location.protocol)? " : " document.write(unescape("%3cscript src='" + gajshost + "google-analytics.com/ga.js' type='text/javascript'%3e%3c/script%3e")); </script> <script type="text/javascript"> try { var pagetracker = _gat._gettracker("ua-xxxxxxx-x"); pagetracker._trackpageview(); } catch(err) {}</script> 3. Add to your web pages

9 HTML

10 Reports

11 Reports

12 Reports

13 Reports

14 Bonus Track Every Link Google URL builder for a handy tool Track by campaign! medium= &utm_campaign=1

15 Search Engines Online marketing on steroids Relevancy rules! Search Engine Optimization ( SEO ) Search Engine Pay-per-Click Advertising ( PPC )

16 Definitions Search Engine Optimization ( SEO ) improving the volume and quality of traffic to your web site from search engines via "organic" search results Organic search results results collected through algorithms, considered FREE listings Search engines spider the Internet Method of indexing web pages

17 What are they looking for? Search engines spider the Internet Looking for: URLs ( domain names, website names ) Page titles Page content Meta tags Link popularity Search Engine Optimization = Increasing relevancy of your website

18 How do I improve my SEO? Take stock: search common phrases and make a note of where you appear 1 st page of results?, 3 rd page? Never? Google search engine optimization whitepaper and read it Make friends with your webmaster

19 Search Engine Pay-per-Click Advertising Poor man s marketing Only pay when someone clicks Highly targeted $.10 - $1.00 per click? Cost and # times your ad is served depends on ad relevance

20 Poll Do you do pay-per-click advertising? Yes No I m not sure.

21 Why PPC for credit unions? Target by local phrase austin credit union Make a list of all towns, suburbs, zipcodes, surrounding areas that you serve Less competitive, more affordable Highly targeted Target by location Geo-targeting Ad only serviced within a zipcode, city, metro region, 3- or 5- mile radius from a credit union location Target to local websites Content network News sites, TV station websites, popular city blogs

22 How do I start a PPC campaign? 1. Sign up at 2. Write your ads Austin credit unions Join ABC Federal Credit Union today and experience the difference Enter your keywords, geographic settings, etc. 4. Set your budget start small - $100/month? 5. Test and refine

23 Other Marketing Tools & Ideas for Credit Unions

24 Have you thought about movie theater advertising? Target by location zipcode, specific theater Captive audience But I don t have a commercial and it s too expensive to create one

25 We ve created commercials for you! Visit 10 commercials to choose from Generic credit union benefits Credit unions for housing finance New! Federally insured ads Free to NAFCU members as a benefit of membership FCU but not a NAFCU member? us at nsc@nafcu.org for membership info. Customize with designer for $150 Spanish version available Put on your website, in your lobby, on tv, etc.

26 CULookup.com Your Credit Union Locator CULookup.com is a consumer-facing credit union locator website. Visitors search for a credit union by zip code or membership type in order to find the right credit union to join. Gaining momentum as consumers become increasingly dissatisfied with their current financial institutions. Over 30,000 unique visitors in 2009 and growing fast. Visit CULookup.com press page to see CBS Early Show clip. Branch listings free to NAFCU Members. Visit to ensure your credit union s information is accurate. Not a NAFCU member? us at info@culookup.com for pricing information. Coming soon: Financial Calculators for your website

27 Financial Calculators

28 Coming soon You can: Embed these calculators on your website Link to a popup or new browser. You will: Increase your website s stickiness Help members reach their financial goals Sign up for alerts at

29 Questions? 2010 NAFCU Strategic Growth Conference Bally s Las Vegas March 9-11, Get ($200 off) with promo code: SGSUR Sessions include: Creating SM-FCU: Social Media Federal Credit Union Using Portfolio Analytics and Marketing Tools to Grow Your Credit Card Business Designing & Refining Your Web Presence to Improve Member Relationships Out-Smart, Out-Market, Out-Serve, Out-Sell and Flat Out Do What Your Competitors Can t Contact info: Kelly Nicklas Latham NAFCU Services, Marketing Director klatham@nafcu.org,