The credit union marketing playbook is changing — fast. With shifting consumer behaviors, emerging tech, and new channels popping up left and right, credit unions need to stay sharp, agile, and ahead of the curve. Whether you’re refreshing your strategy or building one from scratch, these five powerful tips will help you grow smarter, reach further, and make a bigger impact.
No. 1: Refresh Your Segmentation
Before we dive in … are you using segmentation to identify your best customers and prospects? If not, read this. If you are, great, but when was the last time you refreshed it?
Life changes fast. People move, change jobs, get married, and shift behaviors, which impact how you should market to them. An up-to-date segmentation strategy helps you stay ahead by grouping similar households for more targeted campaigns. No more “spray and pray”— just precision marketing that delivers.
No. 2: Incorporate New Channels
New channels seem to pop up daily, meanwhile, others are declared “dead” one week and “essential” the next. What’s real? Your members will tell you, if you’re listening. And by listening, we mean using segmentation. A good model won’t just tell you things like who’s ready for a loan or likely to refinance, it’ll also show you which channels they engage with.
Take podcasts, for example. Should your credit union advertise there? Data suggests yes, but your segmentation should confirm. That’s how you make smart decisions about where to spend. Just ask Progressive. It leaned into digital audio and AI and saw results so strong it was invited to present at MMA Possible 2024.
No. 3: Increase Your Investment In Measurement
Opens, clicks, and impressions matter, but they don’t tell the whole story. If your measurement tools stop at cross-device tracking, it’s time for an upgrade. You need attribution that connects the dots across channels, devices, and conversion points.
At Claritas, our solutions do just that — tracking impressions and capturing conversions everywhere potential members are. The result? A clear, real-time view of what’s working so you can optimize, making every marketing dollar count. Learn more by listening to this podcast.
No. 4: Test The Waters With AI
AI is the industry hot topic, and most credit unions are curious but unsure where to begin. The pressure to “do something with AI” is real, especially from the C-suite. Here’s the good news: you’re probably already using it.
Many ad platforms now use AI for personalization, like picking audience-specific music or generating images for campaigns. There’s a world of AI tools, but the key is using them to predict customer behavior, personalize outreach, and streamline your marketing. At The Financial Brand Forum 2024, our chief AI officer, Rex Briggs, shared exactly how to do this effectively. Watch his full talk here.
No. 5: Stay Nimble
Plans are great until things change. From bank failures to AI breakthroughs, the unexpected is now expected. Most credit unions are focused on growing deposits, attracting members, and enhancing digital experiences, but shifts in leadership or regulations could quickly change that. The key? Stay nimble. O Bee Credit Union ($623.3M, Lacey, WA) did just that and turned a bold pivot into major success.
The path to marketing success isn’t about doing more — it’s about doing what works better. By refreshing your segmentation, embracing new channels, investing in accurate measurement, exploring AI, and staying nimble, your credit union can thrive in any market climate. These five tips are just the beginning — because when you pair strategy with flexibility and data with creativity, growth isn’t just possible, it’s inevitable.
Claritas is a data-driven marketing company that leverage its unique data and proprietary identity graph to help credit union marketers find their best prospects, improve marketing execution, and deliver superior ROI. Visit claritas.com to learn more or contact Monique Ruiz, director of marketing at Claritas, at marketing@claritas.com.
