Inside Marketing: Embracing Digital Tools to Revitalize Member Engagement

It’s no secret that the coronavirus pandemic has altered the ways in which businesses interact with consumers—many engagements have shifted to online and mobile channels to protect the health and safety of customers and employees alike. According to data from McKinsey, we “vaulted five years forward in consumer and business digital adoption in a matter of around eight weeks” at the beginning of the pandemic. It is safe to say that digital will only continue to expand its reach, as reports predict that “nearly two-thirds of the global population will have internet access” and 70% will have mobile connectivity by 2023.

With the pandemic-induced uptick in digital interactions and myriad options available to conduct banking at their fingertips, the digital member experience is more important than ever. Operating on the principle of “people helping people,” credit unions must ensure that this message shines through all digital touchpoints, from direct conversations with each member to simple social media posts.

Here are a few ways to boost digital engagement with members and leave a positive lasting impression:

• Offer video chat. Your members may be missing out on some much-needed face time after months of social distancing, so offering a video chat tool like Zoom or a secure video conferencing feature that integrates with your online banking platform can bring a little life back to traditional interactions-turned digital. While some account holders may still prefer a call or email, the option to video chat will help establish trust and allow you to connect with members via their preferred means of communication.
• Host a live Q&A. Many social platforms now offer the feature to “go live,” enabling users to stream video and engage with followers in real time. Jumping on a live stream is an opportunity to connect with account holders outside of formal, structured interactions with the person behind the screen.
• Take a poll. Polls offer a quick and easy way to check in with member and gauge what matters most to them. Embedded polls, whether through Twitter or your credit union’s website, facilitate member engagement without disrupting or demanding much of their time.
• Add a video. If done correctly, the visual elements of video can really grab members’ attention and keep it. Video marketing tools like Magisto can help your credit union created polished pieces that look professionally made to improve engagement.
• Include graphics. A good visual can drastically improve your message and even be the catalyst for catching your member’s eye. Canva is an easy-to-use tool to create social media graphics and other visual content that can be used to improve your digital appearance or communications.

The above suggestions are a starting point to help identify the areas within your marketing strategy that could use improvement—or just some added sparkle—and determine which digital tools work best for your credit union.

The pandemic has forced the industry to rethink the marketing strategies already in place—and dated, digitally illiterate communications will no longer cut it. By adding a polished but personable digital touch to your marketing engagements, you can revitalize member interactions and boost the credit union experience both during this time of social distancing and in the future.

Augusta Bauknight is an account representative at William Mills Agency, the nation's largest independent public relations firm focusing exclusively on the financial services and technology industries. The agency can be followed on Twitter, Facebook, LinkedIn, or its blog.