2021 was a whirlwind year for many, as evolving consumer preferences and continued health concerns forced many businesses to shift their strategies. As we work on our annual Bankers as Buyers report, which highlights predictions and trends for the financial services industry, we couldn’t help but wonder what the next year will bring. We reached out to the rest of the WMA team to see what they thought. Here are a few PR and marketing industry predictions for 2022:

2 areas of consideration for enhancing your credit union’s digital presence in 2022

While the age of the average credit union member remains in the mid-40s, it is important to recognize that this age range is no longer held strongly by Gen X. Instead, the eldest millennials—otherwise known as the first digital natives—are turning 40 this year, and their expectations should not be taken lightly. A quick Google search paints a picture that has been discussed for years in the financial services industry related to these preferences: easy online account opening, a user-friendly mobile app and the ability to transfer between accounts seamlessly and instantly.

One of the most popular questions we get from clients is, “How do we get on the first page of Google?”  There’s a good reason why this question permeates even the savviest marketer’s mind: statistics show that less than 10% of people move past page one. Whether your business is B2C or B2B, landing a top spot is viewed as essential to any fintech marketer’s goals.  

A key goal for many growing companies is to expand beyond local recognition to become a well-known national brand. This is where a comprehensive, strategic PR and marketing plan can come in, helping to boost visibility and awareness. Here are a few key areas to focus on.

Consistently sharing the right content on the right platform will boost credit unions’ education and membership efforts.

Credit unions have lost a lot of ground with Gen Z and millennials. Why? Mainly because the majority of young adults are not familiar with credit unions. According to a survey of more than 500 college students done by Zogo, 76% of respondents did not know what a credit union was. Those that do know are likely to believe that credit unions are less accessible and more complicated to sign up for than banks.

Increased and high-quality competition on the digital banking front is now targeting specialized consumer bases. 

For decades, credit unions have set themselves apart from their bank competitors through focusing on superior levels of service to their membership, driven in large part by hyper-specialization in serving a particular professional, demographic or geographic membership base. Increasingly, however, banks—and so-called “neobanks,” in particular—have begun to shift their strategy to incorporate more of the credit union playbook into their own marketing and growth initiatives.

One of the most common roadblocks we face as B2B marketers is lack of alignment between sales and marketing. For fintechs to create a well-rounded content marketing program that truly supports company goals, the two disciplines must work together. Read on to find out how your sales and marketing teams can collaborate to create B2B content that drives meaningful results for your fintech.

Leverage these five tools to create a positive lasting impression with your growing digital member base.

It’s no secret that the coronavirus pandemic has altered the ways in which businesses interact with consumers—many engagements have shifted to online and mobile channels to protect the health and safety of customers and employees alike.  According to data from McKinsey, we “vaulted five years forward in consumer and business digital adoption in a matter of around eight weeks” at the beginning of the pandemic. It is safe to say that digital will only continue to expand its reach, as reports predict that “nearly two-thirds of the global population will have internet access” and 70% will have mobile connectivity by 2023.

Owned media includes anything that is produced and housed on the company’s own channels, including its website, emails or social media platforms. Typically, this encompasses all content marketing activities. Owned media is not only crucial for SEO, it also helps position the company as a helpful resource. Companies have complete control over their owned media, enabling them to pivot quickly to create content about trending topics or emerging pain points.

Before diving into a content marketing program, it’s wise to lay the right foundation. Even if you’re crafting high-quality, relevant content, you’re unlikely to get very far without a well-maintained contact database, lead capturing technology, and robust reporting.

Read on to learn more about these three crucial elements and find out how you can get started with email, forms, analytics, chatbots and advertising – all for free!