When utilizing social media as a business marketing to a consumer, you are a guest in the consumer’s world. You have to be invited in to “speak” with the consumer. What keeps the consumer engaged and interested in what you’re selling is the content that you provide. Quality content catches the consumer’s limited attention and helps drive sales. Merely having a presence in social media is not enough to sell more products.
A few weeks ago I was listening to the local NPR affiliate during their pledge drive. During the telecast, they described public radio as destination radio. Their station is not easily found among the other choices in the Indianapolis area. The listener must actively seek out the station to listen to it.
The station continued in the telecast to say that their station offers something that the listener cannot obtain from any other source. It touches a specific, special segment of the population. The audience is loyal and dedicated to the source.
Can credit unions approach the market in the same fashion? Although individual credit unions may not win as the consumer’s most convenient choice, credit unions can offer the consumer a product or service that they cannot get at the bank down the street.
Are credit unions destination banks? Does any credit union member stumble in to their branch, or are they actively seeking out the institution?
Helpful advice.
Good writing does not succeed or fail on the strength of its ability to persuade. It succeeds or fails on the strength of its ability to engage you, to make you think, to give you a glimpse into someone else’s head.
