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first_imgWhere do they live? Use geographical data to pinpoint areas for new growth. Knowledge is power. The more you learn about your members and your market, the more successful your credit union will be. Because more than 81% of American households bank online,* data gleaned from your website can provide you with valuable information on how to better serve existing members and attract new members, both online and off.But how do you collect this information? Our favorite tool is Google Analytics, a free, robust service that tracks and reports website traffic. Most new websites have Google Analytics built in (check with your website admin), but if yours doesn’t, it’s easy to implement.Once your Analytics account has been running for a few months, you’ll start to accrue some useful data that can be applied to your operations and marketing efforts. For example:Learning Member/Prospect BehaviorsHow do visitors arrive at your site? Do they search “credit union” in Google? If so, you may want to do some paid search marketing. Are they being referred from a SEG website? If so, you may want to hold open enrollment events at that SEG. How many visitors use desktop vs. tablet vs. mobile? Are your tablet and mobile numbers steadily increasing? Consider replacing your current website with one that is mobile responsive. Evaluate your other online services for mobile functionality.  Identifying Trends in the MarketWhat product pages are visited the most? As the economy fluctuates, so do the saving and borrowing habits of your members. By keeping an eye on what product pages your web visitors view most, you’ll be aware when consumer trends shift and can beat your competitors to the punch with new products and offers.What devices are your visitors using? Today it’s the iPhone and the Samsung Galaxy, tomorrow…who knows? Watch this data to stay on top of technology changes and ensure that your website and services are compatible and up-to-date.Tracking the Effectiveness of Marketing CampaignsGoogle Analytics can also help you track your marketing initiatives. Here’s how:For every campaign, event, or news item you wish to track, create a promotional page on your website. For example, if you’re offering a special auto loan rate, create a page explaining the offer and how it will benefit the member/prospect.Be sure to add a call to action to the page such as “Apply now! Click here” and link to an online application or “Call Wendy at 123.456.7890.” As your campaign is running or when it has ended, view the promotional page data in Google Analytics. You’ll see how many people visited the page, if they came from elsewhere online (Facebook, a SEG website, etc), how long they viewed the page, and more.For more information on using Google Analytics to track your website, contact Jeff Kjoller at 214.827.2600, extension 104.Contributing Author: Erin Ortizcenter_img Drive members/prospects to this promotional page by putting the page link on all marketing pieces – direct mail, Facebook, Twitter, email blasts, newspaper ads, etc. 24SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,Jeff Kjoller Jeff has extensive experience in branding, art direction and graphic design, having served employers and clients in a creative capacity for more than twenty-five years. After graduating from the University … Web: www.loudthought.biz Detailslast_img read more

first_imgIn the world of financial services, modifications to regulatory governance can change rapidly. In fact, some would argue that each new day in the credit union business brings brand new changes that alter the industry from the way things ran at the close of business the prior day. Surrounded by a constant evolution of regulations and legal expectations, credit union leaders are tasked with the enormous responsibility to remain informed and compliant while still paying affectionate attention to the bottom line of the business.Increasingly strict stipulations from governmental bodies are making one thing very clear: the cost of credit union compliance is an ever-present concern.In February, Washington D.C. played host to the annual CUNA Governmental Affairs Conference. Throughout the course of five days, keynote speakers from major media outlets and executive leaders from around the country presented opinions, predictions, and fact-based findings. Among the most impactful of presentations was a breakout session entitled CUNA’s Cost of Regulatory Burden Study Resultswhereby the true financial impact of credit union compliance was revealed, following a major study conducted by Cornerstone Advisors.According to the Regulatory Burden Study, “the combined effect of increased costs and reduced revenues due to regulation amounted to at least $7.2 billion in financial impact for credit unions” in 2014 alone. I was among the attendees of the CUNA GAC who learned firsthand what the data tells us about the state of the industry. continue reading » 18SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblrlast_img read more