When you’re in the market for a customer relationship management system that will support your credit union marketing efforts, HubSpot is often a top contender. Their in-depth data analytics can help you improve your credit union marketing by giving you the insight needed to make more informed marketing decisions. HubSpot tracks everything from email open rates to leads generated and more, so you’ll never miss out on this essential data.

Closing The Information Gap With End-to-End Reporting

Using HubSpot forms on your website as a pathway to your LOS system allows credit unions to capture lead information and connect that to funded loans, capturing a key piece of information that is lacking for many credit unions attempting to track the ROI of their marketing efforts. While many LOS platforms do not support the use of Google Analytics or Google Tag Manager, thus limiting the ability to connect loan applications to their marketing source, using this method bridges that gap.

Using a HubSpot form in this way has the added advantage of capturing lead information from someone who does not end up completing an application, so that they can be provided more information and nurtured to possibly come back and submit an application.

Benefit Of Analytics For Credit Union Marketing

HubSpot offers comprehensive analytics within their system, and that data provides many benefits to credit unions when completing marketing campaigns.

Analytics is the analysis of the data produced by your marketing efforts. You can use your analytics to discover helpful patterns in the data that you can use to make better marketing decisions in the future.

At the core of it, your analytics are designed to measure how close you are to meeting your goals and streamline, eliminate, or increase your marketing efforts based on those results.

Analytics You Can Track With Hubspot

HubSpot analytics can provide useful information in many areas of your marketing. These are just some of the different ways you can use analytics to improve your content marketing.

Customer Lifecycle

When you look at a member or a group of members, you don’t want to view their actions in isolation. Instead, it’s more beneficial to see their entire lifecycle with your credit union.

Some parts of the customer lifecycle you can track include:

• Key trends based on the interactions with your credit union
• Actions taken to help you better understand their behavior
• Revenue attributions so you can identify what’s working and what isn’t

Website and Landing Page Performance

Your website is a significant contributor to the success of your credit union as it serves as the hub of your business, helps to make a good impression, provides valuable information, and attracts members.

Some parts of the website and landing page performance you can track include:

• The quantity and quality of traffic on your website
• The page by page breakdown to see how each is performing
• Traffic sources to identify where most people are finding you
• Session and conversion rates for each time someone comes to your website

Email Marketing

Email marketing allows you to nurture your leads, connect and reconnect with your members, share information, and more. Tracking your email performance is crucial because you want to know how your emails are resonating with those on your email list.

Some things that can be tracked include:

• Email open rates: The percentage of those on your list that open your emails
• Email clickthrough rates: The percentage of those who open your emails that click on your links
• Which A/B tested email performs better to determine the headlines, content, or email layout that leads to higher conversion rates

Blog Posts

Blog posts improve your site search engine optimization (SEO) and establish your authority in the credit union industry by providing valuable information to those who visit your website or find your blog posts through a search engine.

Some things that can be tracked include:

• Which posts are generating traffic so you can discuss those topics more or repurpose the blog post into additional pieces of content
• Which posts are generating the most leads and customers so you can better leverage those posts

Social Media Accounts

Social media marketing allows you to connect with potential members and stay in contact with current members. Your content can share new information, humanize your brand, and more.

Some things that can be tracked include:

• The engagement of your posts
• Which platforms have the best overall performance
• The results of your social media campaigns
• The best time to publish content
• The engagement rates of your video content
• The total return on investment (ROI) for your social media

Paid Advertising

Whether you use pay-per-click advertising on Google or a social media platform, your data is critical to your campaign's success.

Some things that can be tracked include:

• How your ads are influencing contacts at every stage of the buyer's journey
• Contacts that originated from paid advertising, and whether they became members or received funded loans
• The ROI of your paid advertising, based on ad spend and the value of the closed business generated

Search Engine Optimization

Finally, your search engine optimization (SEO) is what drives organic traffic, leads, and members to your site. It is a crucial component of your ongoing marketing efforts.

Some things that can be tracked include:

• Your total impressions: This is how many times your web page has been listed on a search engine results page
• Your clickthrough rate: This is how many people click your link compared to how many people viewed it
• The topics being searched: This tells you the topics searched leading to an impression or click
• Keyword ranking: This shows how your content ranks for a certain keyword so you can determine how your SEO works for different keywords

Let HubSpot Analytics Be The Key To Your Credit Union Marketing Success

HubSpot can be used to improve your credit union marketing by tracking crucial data that can inform your future marketing decisions.

Whether you use all of the marketing methods mentioned above, such as email marketing and blog posts, or whether you’ve just selected a few to focus on, you can use HubSpot analytics to help you make decisions to improve your marketing efforts.

One common concern is whether HubSpot is secure enough to manage sensitive member information. Learn more about the security efforts HubSpot has implemented to determine whether it’s safe enough for your credit union.