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What Your Peers Said: Digital Marketing Conference

More than 20 credit union professionals attended the first-ever Digital Marketing Conference on September 30-October 1. The Missouri Credit Union Association (MCUA) hosted the event, which was led by Michael Ogden and Holly Fearing, both of CUNA Mutual Group.

The conference covered:

  • digital trends
  • digital strategy
  • digital advertising
  • search engine optimization & analytics
  • social media plan creation
  • social media content creation

When asked what they will implement immediately at their credit union, here's what attendees said:

  • I loved the discussion about your credit union's personality or voice. I will try harder to implement and consider this "voice" in all areas of our social media.
  • Add the Credit Union to Google + so they are better represented when searching on Google.
  • Making sure that content posted is easily shared.
  • I was really inspired by how easy content can be created; such as, video, podcasts, blogs, etc. With a little creativity, I believe we can start creating these items and using them for social, website, and other purposes.
  • Crowd Source
  • Infogr.am is amazing!
  • I will be utilizing the free tools they shared, such as Followerwonk
  • Key word and audience finding tools
  • Using a Google +1 button on your site has big SEO implications.

Ogden and Fearing shared a list of free and paid tools for improving digital marketing efforts. One free tool, Google Trends, tracks what’s popular on Google—it gives you an idea of what’s resonating with the general population. Another free tool, Infogr.am offers a simple, effective way to create infographics, which are easily shared on websites and social media platforms.

Another topic that was tackled was the importance of cultivating online relationships with consumers, potential members, local businesses, peers, etc. Social media offers credit unions opportunities to share their stories and communicate with their community in a natural, organic way. This leads to more credit union awareness and has the potential to bring in new members.

“It’s not about ROI, it’ about return on relationships,” says Fearing about digital marketing, especially when it comes to social media.

On the second day, attendees learned more about creating content for social media and formulating social media strategies. A key point Ogden and Fearing made was sharing the same content several times but in slightly different ways—a member testimonial might have several important pieces. For example, one post might focus on the positive member service experience and the second might zero in on the financial advantages of doing business with a credit union. 

To drive the lessons home, the group participated in an exercise to create a social media campaign for a fictional business. Attendees divided into groups and devised very different approaches to the exercise. It proved to be a successful and engaging way to collaborate.