Maximizing Member Acquisition Strategies

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Lisa Nicholas Photo
VP/Strategy-Financial Services

4 minutes

How to take control and drive growth through data-driven insights

In today’s data-driven economy, understanding and managing consumer data has become a critical aspect of successful marketing strategies. 

With the elimination of third-party cookie tracking, credit union marketers are increasingly relying on their first-party member data to gain insights into consumer behavior, preferences and needs and to develop targeted campaigns that maximize acquisition and retention. 

However, while first-party data provides a wealth of information about existing members, it doesn’t capture the broader view of the market or potential members who have not yet interacted with an institution or brand. 

The sheer volume and complexity of consumer data can be overwhelming, and effectively managing and utilizing it requires collaboration. By harnessing the power of first- and third-party consumer data and leveraging two-party collaborative approaches, marketers can achieve greater engagement and conversion rates, while also building stronger relationships with their members. 

Power Personalized Member Acquisition With 6 Types of Data 

To address a campaign’s goals and objectives, it’s important to collect the most relevant and valuable data. Six kinds of data can be useful for creating a targeted, personalized marketing campaign for member acquisition.

1. Consumer behavioral data. Actions, preferences and decision-making processes provide insights needed to develop effective strategies and positive member experiences.

2. Digital marketing insights. Tools and techniques help you understand how consumers interact with digital marketing channels, such as a social, email and websites

3. Loan and deposit activity. This data is critical for identifying opportunities, developing relevant messaging and optimizing product offerings.

4. Credit data. Essential for identifying potential members, assessing risk, and understanding individual member needs

5. Loan application data. Crucial component for understanding member behavior, assessing needs and tailoring messaging accordingly

6. Competitive data Understand your position in the market, and obtain valuable insights into trends, positioning and marketing tactics. 

6 Key Factors to Planning Marketing Budget Allocation 

Marketers are under increasing pressure to deliver measurable results in a highly competitive and changing environment. The enormous amounts of data produced every day by consumers’ interactions with various channels and platforms enable marketers to make more informed decisions on how to allocate their marketing spend and improve the effectiveness of campaigns.

Determining a marketing allocation strategy requires careful consideration of several key points. At Vericast, we recommend keeping these six important factors in mind:

1. Targeting approach. Choose a level and approach designed to effectively reach and engage your audience.

2. Audience. Gain a better understanding of your audience to reach the right people and optimize ROI. 

3. Channels. Choosing the right channels can have a significant impact on the success of a campaign in areas of reach, engagement and measurement.

4. Reach. Achieve maximum reach for building brand awareness, increasing market penetration and optimizing cost efficiency.

5. Frequency. Measuring how often your audience is exposed to your message plays an important role in determining message retention and achieving a higher ROI.

6. Price. Understanding how price impacts channels, strategies, innovation and competitors affects the total cost of a campaign.

Data Informs and Optimizes Acquisition Marketing Strategies

Let’s explore the importance of understanding, managing and collaborating on consumer data, and the key strategies and best practices for optimizing marketing performance and driving business growth.

By using data and analytics to inform your acquisition marketing strategies, you can be more strategic and purposeful, more cost-effective, gain better member insights, and generate more effective leads. Data information and analysis can make your acquisition marketing more:

  • Strategic and purposeful. By analyzing consumer data, you can identify the most effective channels and tactics for reaching your target audience and create campaigns that are tailored to their specific needs and interests.
  • Cost-effective. By targeting specific segments, you can reduce wastage and optimize your marketing spend. Additionally, by analyzing the performance of your campaigns in real-time, you can quickly identify and adjust any campaigns that are underperforming, allowing you to save money and maximize ROI.
  • Insightful: Gain a deeper understanding of your members’ and prospects’ needs and preferences. This can help you to create more targeted and personalized marketing messages that resonate with your audience, increasing the likelihood of converting them into members.
  • Effective in generating high-quality leads: By analyzing member data, you can identify potential members who are most likely to be interested in your credit union’s products or services and create campaigns that are designed to appeal specifically to them. 

Unlock the Secret to Omnichannel Acquisition Marketing Success

An omnichannel acquisition strategy relies on quality first- and third-party data to provide personalized, consistent, and optimized experiences for members across multiple channels, such as online, mobile, email, print and in-branch. By leveraging both first- and third-party data that is gathered, vetted and optimized in partnership with an experienced data vendor, credit unions can gain a more complete and accurate picture of their members and deliver the best possible experience. 

Lisa Nicholas is VP/vertical strategist at Vericast, a CUESolutions provider that offers advanced data collection, enhancement and analysis capabilities that help optimize acquisition marketing strategies. Our AI-powered predictive insights and industry-leading analytics provide valuable data that informs better decision-making, ultimately resulting in desirable outcomes. 

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