Phil Lockwood has a message for those who’ve jumped entirely on the digital marketing bandwagon: Traditional marketing is not dead.
“Each channel has characteristics the other doesn’t,” says Lockwood, founder and managing partner of the digital marketing firm, Creation Chamber. “Offline components can be very effective in digital marketing.”
Lockwood and Danella Soeka, Creation Chamber’s director of client strategy, addressed the CUNA Marketing & Business Development Council Conference Tuesday in San Francisco.
They offer three ways to “supercharge” your marketing by combining online and offline elements:
1. Postcard retargeting. This tactic combines an online touchpoint—website visit—into an offline touchpoint—U.S. mail.
To implement, design a postcard and upload it as a PDF to a geo-tracking platform that uses GPS to see where visitors come from.
Set targeting preferences, and place the tracking code on your website. When someone clicks on the offer online, they receive a postcard in the mail with an offer.
“Everyone who gets the postcard has shown interest in the promotion,” Lockwood says. “We’re leveraging the online channel but turning it into a more unique experience. An added benefit is that it cuts through the online noise with a targeted message.”
He says combining online and offline channels in this way creates a much higher conversion rate, although that varies based on postcard design and other factors.
2. Reputation management program to boost online ratings and generate more reviews.
“It’s tough to go anywhere today without seeing stars,” says Soeka, referring to online ratings for Amazon, Facebook, and other outlets. “Ratings make a big difference in peoples’ purchase decisions.”
She cites research showing that four of five people will reverse purchase decisions based on negative online reviews. “Would you drop Billy off at the lowest-rated daycare provider?”
To implement a reputation management program, set up a rating/review landing page using a reputation management platform. With the Creation Chamber solution, if someone selects five stars, a pop-up page says “that’s great,” and the system posts the review to various channels.
If someone gives a negative review, it asks “what can we do better?” This review isn’t published, but is sent to the credit union for follow-up.
Soeka suggest nurturing existing lists to increase reviews, updating all online touchpoints to ask for reviews, and implementing a robust in-branch incentive program to generate reviews.
“Online reviews are not just about influence, they create visibility, too,” she says. “Getting online reviews is one of the most effective and inexpensive SEO tactics you can implement. Google wants to see signs of life. The more reviews, the more visibility.”
3. Paid social advertising to offline lists. This entails displaying targeted ads to current and prospective members using lists with limited contact information.
To do so, compile a list and create a Facebook Ads Manager account. Create a gated offer and send people to your “squeeze page,” Lockwood says, which is a landing page designed to capture email addresses.
“This gets your promotions and messaging in front of specific lists of people, even if they’ve never given you an email address, visited your site, or heard of your institution,” he says.
“Digital should enhance offline, not replace it,” Lockwood continues. “Too many people get stuck in the digital paradigm and move there completely. But they’re losing the value of offline. The more touchpoints you include in a single tactic, the more effective that tactic will be.”
Visit CUNA News for more conference coverage, and get live updates on Twitter via @CUNACraig, @cumagazine, @CUNACouncils, and by using the #MBDCouncil hashtag. Learn more about the CUNA Marketing & Business Development Council, a member-led professional society for credit union executives, at cunacouncils.org.