Utilizing MarketMatch’s Digital Without Limits approach to digital marketing, we developed a complete digital marketing strategy for River Valley Credit Union. The process included researching the existing infrastructure, researching back-end processes and ultimately implementing a state-of-the-art marketing automation and email platform for the credit union. This established internal lead processes and helped us launch journey-focused paid advertising campaigns to reach buyers.
To begin, paid advertising campaigns utilized Google Search Engine Marketing and Banner Network advertising and Facebook social media advertising. Eventually, video marketing was also added with pre-roll advertisements on the YouTube platform. MarketMatch launched paid advertising with two campaigns, focusing on two core products: checking accounts and certificates.
When implementing a paid advertising campaign, MarketMatch’s Digital Without Limits approach calls for a well-integrated and strategic process. The end result gives us the ability to accurately measure Key Performance Indicators and more effectively report results to our client.
To successfully implement the strategy, several key elements were needed:
• Link the Google Ads account with River Valley’s Google Analytics for tracking and audience-building purposes.
• Install the Facebook tracking pixel in the River Valley site code.
• Set up multi-level conversion measurements that communicate with Google Analytics and Ads.
• Enable Google Analytics Audiences and installing various audiences for remarketing and advertising reach.
To complete our holistic approach to digital marketing, when designing a digital strategy, MarketMatch creates a complete lead-generation process. This means the end user is guided through the process and not left wondering what the next step will be. With River Valley, this means employing the use of lead-generation forms on the digital campaign landing pages; these forms are tied directly into the marketing automation platform that we implemented, and feed directly into River Valley’s contact database and alert River Valley staff to new lead opportunities.
In addition to the paid advertising and lead-generation campaign, MarketMatch built trigger-based automation processes based on River Valley’s website traffic. Within the marketing automation platform, River Valley is now able to “hands-free” market to prospects and members based on their behavior. The process allows the credit union to actively market and follow up with the members who have the highest propensity.