What do you need most from your credit union marketing team?

Do you need pretty things, or do you need to meet your goals? In essence, do you need thinkers or doers? Do you need strategy or execution? Or do you need both? You need strategic thinking to pair with your leadership team, to understand your goals, and to know the tools needed to reach them. If you’re a small or midsize credit union, you probably also need your agency to execute those strategies for you. Finding one credit union marketing firm that does both well can be tough. But that’s exactly what we do at YMC. I consider YMC a “strategy first” team. That means: But that doesn’t mean we don’t understand the necessity of following through to put those ideas into action to get results. YMC is made up of credit union marketing experts including copywriters, email strategists, social media strategists, designers, and more. We even recently launched an offering of credit union training to help our client’s front-line team members connect the dots from strategy to execution on their end. Credit union marketing strategy is why our clients hire us. We thrive on helping our credit union marketing clients educate, engage, and retain the next generation of credit union members.

Help Your Team Get More Stuff Done

Is your team brimming with excitement, engagement, and fervor for their roles? Distractions, interruptions, and inefficient workflows can hinder even the most exceptional credit union teams. Surprisingly, we’re quick to turn to perks and incentives to keep people motivated rather than practical steps to improve productivity. Why is that? We encounter statistics, such as those highlighted in Slack’s 2023 State of Work survey, indicating that 82% of employees identify feeling happy and engaged at work as a pivotal factor influencing productivity. So, we throw more toward things such as casual dress codes, wellness programs, and free food. It is often structure, however, that reduces fatigue, stress, and anxiety, which leads to happiness. Maybe, just maybe, we have things backwards. So, before you start the conversation about offering free yoga classes, what’s holding your credit union back? Here are three practical ways to help your employees get more stuff done. Dive into the Flow Zone You know those days when your team is juggling a dozen different tasks at once, feeling like they’re barely keeping their heads above water? Encourage your team to batch similar task together. By focusing on one type of task at a time, your team can minimize distractions and maximize efficiency. What specific tasks or processes are causing bottlenecks or delays within the credit union? Are there any communication breakdowns or misunderstandings contributing to any workflow issues? Work with your team to get to the root cause of workflow problems. Champion Service Excellence Every interaction with a member is an opportunity not just to provide outstanding service but also to upsell or cross-sell. Encourage your team to listen closely to a member’s needs and preferences, and empower them to suggest relevant products or services that could enhance the member’s experience. Championing service excellence isn’t just about solving problems. It’s going above and beyond to wow your members and keep them coming back for more. Utilize Downtime Strategically Empower your credit union personnel to excel in their roles by using those quieter moments to foster a culture of learning and improvement. This can be regular professional development sessions, online learning training modules, or knowledge sharing sessions where teammates can share insights, experience, and best practices with colleagues. It’s important to remember that downtime is important for creativity, self-improvement, and rest and recovery. It is not meant for catchup work. If you are using downtime for busy work, you’re denying growth opportunities. Set the Tone Which of these strategies can you start immediately? Remember: Leaders who demonstrate high levels of productivity inspire and motivate their team members to do the same. Leading by example shows that productivity is valued and expected within the organization. As Vice President of Brand Experience for Your Marketing Co., Frank Allgood works with credit unions to develop strong leaders, create effective training programs, and build powerful brands. Want to connect? Call 864.326.8740 or email [email protected].

Throat Punch! What’s Yours?

“What is the throat punch?” That is the first question I always ask my team as we’re working on a creative brief for a client. First, you’re likely wondering, “What in the world is a throat punch?” A throat punch is the opening line of your message that instantly grabs the attention of whoever you are trying to reach. “XYZ Credit Union is a not-for-profit financial institution open to those who—” ZZZ… This is not a throat punch, it’s a dose of NyQuil™. But hear me on this: A throat punch is not clickbait either. A throat punch should deliver a stat or ask a question that resonates with your ideal member. (That’s why I’m constantly preaching to identify who your ideal member is!) Here are two examples of a throat punch: If you’re selling products for feet to people over 50, you’ve identified and commiserated with their problem, or you’ve immediately caught their attention with a solution. Here are a few more examples: (Note! Number 3 is not my favorite, as it takes some time to decipher, but it can work in certain situations.) Also, beware: Stay away from product-pushing and adspeak. (Also referred to as “corporate bullshittery,” as defined in a previous blog.) Don’t try to speak to everyone. Speak to your ideal member to empathize with their problem and provide your solution. Do you need help defining your ideal member or crafting your credit union’s throat punch? We’ve been the credit union marketing partner for hundreds of credit unions over the last 15-plus years. We can help you, too.