Even if you’ve already planned your advertising and marketing strategy for the year, best practice is to review your objectives quarterly to determine if you need to adjust your tactics.
External influences, like the pandemic, can quickly alter the direction of our marketing plans. Staying abreast of current marketing trends will give you an advantage over the competition.
Below are 10 resources every bank and credit union marketing department should read and review to develop and maintain a solid marketing strategy.
- ABA Marketing Digital Channel
- ICBA Marketing Communications Toolkit
- Independent Banker
- CUNA Marketing Solutions
- The Financial Brand
- Credit Union Times
- Community Banking Brief
- Digital Growth Institute
- Marketing Agency Blogs and Social Media
- BankSITE® Services Blog
The ABA Marketing digital channel is an offshoot of the ABA Banking Journal, the official magazine of the American Bankers Association (ABA). The website brings together marketing-focused feature articles, podcasts, and posts from the ABA Banking Journal’s media family.
The Independent Community Bankers of America (ICBA) offers several marketing tools to both members and non-members. Members can access the ICBA’s Marketing Communications Toolkit for tips on planning their strategy and developing content. Non-members can purchase social media strategy publications and guidelines.
Independent Banker is the ICBA’s monthly magazine. On the digital site, you don’t need to be a member to read articles on social media marketing and other industry insights. Under the Education & Events tab, you’ll find advice on how to market to your members.
Credit union marketers who join the Credit Union National Association (CUNA) will benefit from the organization’s multitude of marketing solutions. CUNA offers templates, courses, and certifications for developing a full-proof and compliant marketing strategy.
The Financial Brand covers a range of bank and credit union marketing topics. Targeted to C-level executives, the digital publication discusses branding, product design, mobile marketing, and more.
Another must-read for credit union marketers is the Credit Union Times. Available in both print and digital format, the trade publication publishes articles specific to marketing in addition to regulatory and compliance issues, mobile banking, and other subjects.
If you don’t want to pay for a subscription and don’t have time to search for articles online, the Community Banking Brief is for you. The site curates high-quality and relevant content from various resources and presents them by topic in one place.
Digital is becoming a vital component of a marketing strategy. The Digital Growth Institute produces a podcast and a blog to teach banks and credit how to build and optimize their brand online. You can request a free download of the introduction to the book Banking on Digital Growth: The Strategic Marketing Manifesto to Transform Financial Brands by James Robert Lay, the founder and CEO of the Digital Growth Institute.
You can find additional resources by following the blogs and social media of marketing agencies that specialize in the financial sector. For example, digital marketing agency BankBound writes posts on web design, content marketing, integrated marketing, and social media. They also offer whitepapers on various digital marketing subjects.
Finally, you’re already familiar with the BankSITE® Services blog. Every Tuesday, we give you the latest bank and credit union news about marketing, web design, SEO, internet security, and ADA compliance. While you’re at it, don’t forget to sign up for BankSITE® Bulletin, our eNewsletter, so you never miss important updates.