Cool insights from ‘All the Things’ webinar

With an ever-increasing margin squeeze and stronger competition for rates and new clients, we know that you’re faced with bigger challenges than ever before. Getting insight into what you need to do to attract, acquire and engage new business (and people) in the online space is becoming fundamental to your strategy. 

We chatted about this at our April 1st ‘All the Things’ webinar. Here’s a recap of the top insights that came out of that discussion. Psst … there’s also a link to a video blurb of the webinar at the end of the article.

Can my online acquisition tool responsive, even if my website isn’t?
Yes, it can. And it should, since most online acquisitions happen from a mobile device. Responsive design that adapts to all screen sizes is key.

Which comes first, the online account opening platform or a digital marketing strategy?
We believe that any online acquisition tool is only as good as your least performing digital marketing tactic. Meaning, the digital strategy should really be developed before the online acquisition tool. This approach will deliver the highest conversion and shareability.

Don’t just add an online acquisition tool to your website. Start with a highly defined strategy to support and power this important new channel.

How much of my marketing budget should be allocated to digital marketing?
According to the gang at Financial Brand, FIs should allocate 20-30% of their marketing budget to digital. This includes social media, SEM and web advertising. We agree 100%.

What are the top reasons that people are hesitant to use mobile banking apps?

  1. Late adopters of mobile app usage
    This group will take longer to accept and use this technology.
  2. Concerns about security
    People are most likely to choose a provider that meets, exceeds and is an expert in security measures.
  3. Think branches are more convenient
    20% of people think that branches are more convenient. On the other hand, as marketers know all too well 20% of your clients can often hold 80% of the business.
  4. The app isn’t user-friendly
    People expect all apps to be easy-breezy. An FI who puts the needs of the user first in online account opening experience will ensure optimum usage and conversion.

How do members want to interact with their FI?
According to research published in 2014 by the Financial Brand (CFI Group report), here’s the breakdown:

  • Digital: 58%
  • Face-to-face: 24%
  • Telephone: 18%

Check out this 3 minute clip from our webinar about how cumulus™ is being used with great success in the Canadian market.

There you have it. If you’d like to know what we’re chatting about in future webinars, check here or sign up for our newsletter in the top right hand corner of our blog to receive notifications.

Five cool insights – social engagement

1. What are the top things I can do to increase engagement?

  • Build an audience and continually seek new ways to grow that audience (i.e. Likes campaigns, contests, incentives, ads).
  • Pay for placement (ads).
  • Use planning tools to develop strategy and schedule activities.
  • Always strive to create content that is likeable and shareable.
  • Use high-quality images.
  • Provide your followers with value.
  • Look for ways to engage your internal team.

2. What happens when a Facebook post is boosted?
When you boost a post, your post defies Facebook’s built in algorithms which dictate that your post is only shown to approximately 16% of those who like your page. The boost will help your ad to be shown to more of your followers or even people who don’t follow you. So you are essentially paying to share your message with a wider audience.

It’s a smart idea to boost any post that has already had good engagement organically. This is an indicator that your content has strong traction.

3. How does paying get more people to engage?
A Facebook-boosted post can be targeted to several different groups. You could choose to boost the post to:

  • people who already follow the page
  • people who follow the page and their friends
  • specific geographic areas, genders, age groups or interest groups

By promoting your post to people outside of your current circle of followers, you have the opportunity to earn new page likes, post likes, comments and brand awareness.

4. Can I do similar promotions of my content on Twitter?
It is possible to promote an account, promote a single tweet or promote a trend (#hashtag) as a Twitter ad. Similar to other platforms, you:

  • are bidding for placement
  • can control spending by setting a budget
  • can use analytics to measure and make adjustments

They offer many targeting options including the ability to target followers of specific accounts.

5. What are some tools you recommend for planning?
Creative planning sessions and an editorial calendar are the most basic and essential tools you should consider implementing. These two things will ensure that you always have content in your pocket and that you can deliver it in a timely and consistent manner. Other tools that can be helpful when thinking about the big picture for social media at your organization are a social flight plan (annual) and a social media scorecard.

CASL and your email marketing strategy

The Canadian Anti-Spam Legislation (CASL) was passed into law in December 2010 and comes into effect July 1, 2014. With this deadline looming, many of our credit union clients have been asking how the new legislation could impact their email marketing strategies.

What’s the deal?

CASL is designed to reduce spam and prohibit phishing, malware and the other aggravations of the e-mail age. While there are many elements to CASL, this post focuses on the prohibition against sending commercial electronic messages (CEMS) without the recipient’s consent.

What’s a CEM?

CEMS include:

  • messages sent to email addresses, social networking accounts
  • text messages sent to a cell phone

What’s the point?

You can’t send CEMS to your members unless you can prove that they gave you permission (verbally, electronically or in writing) with a handful of clear exceptions. This legislation doesn’t mean you can never email a member who isn’t on your list, but you need to understand the circumstances and exceptions around how you communicate via email or text. Most importantly, for businesses (and credit unions) this means that any CEMS you send to your members must include:

  • defined content
  • an unsubscribe mechanism
  • contact information

What they’re saying on Parliament Hill

The Government of Canada tells us that as long as businesses follow a few simple rules, CASL isn’t going to fundamentally change an email marketing strategy:

“Legitimate businesses that use email to market their products to Canadians should not be negatively impacted by this law. The regime to allow for email marketing is based on a consumer opt-in approach, which stipulates that businesses must get consent prior to sending commercial email or have a preexisting business relationship with a consumer.”

There are some subtleties to the legislation, but essentially it mandates what have been best practices in e-mail marketing for a long time and that is to get consent before you send emails and make opting out crystal clear.

Will this be the death of your email marketing strategy?

No. It sure doesn’t have to be. Kootenay Savings and Credit Union is moving ahead with an exciting new email marketing strategy.  Come to our webinar on April 23rd to learn more.

What we’re doing

Our team has worked hard to digest this legislation for our clients. Come to our webinar on April 23rd to learn more about how to deliver compliant, creative, fun and engaging email marketing strategies.

Kristy Jahn-Smith, our CASL expert, will be attending an upcoming conference hosted by Calgary Economic Development. The conference will be presented by the law firm of Bennett Jones LLP and led by Martin Kratz Q.C., Head of Intellectual Property at Bennett Jones LLP and an internationally recognized lawyer who has more than 280 publications on intellectual property, technology law and related topics.