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Driving Revenue: Comparing Paid and Organic Traffic for Credit Union Growth

A sign on a brick building displaying the words “Credit Union,” relevant for credit union advertising.

Driving Revenue: Comparing Paid and Organic Traffic for Credit Union Growth

A sign on a brick building displaying the words “Credit Union,” relevant for credit union advertising.

Driving Revenue: Comparing Paid and Organic Traffic for Credit Union Growth

Michael Marchese

June 4, 2024

Thanks to their not-for-profit model, credit unions offer consumers an appealing alternative to traditional banks. With more people looking to avoid high fees and impersonal experiences, new growth opportunities are appearing for credit unions.

Credit union marketing is crucial for connecting with this emerging audience. However, challenges like limited resources or expertise can get in the way of effective credit union advertising.

Let’s take a closer look at the importance of generating online traffic and discuss whether organic or paid marketing is best.

A laptop, a coffee mug, a notepad, and a smartphone on a wooden desk, essential tools for credit union advertising.

The Case for Using PPC Ads in Your Credit Union Advertising Strategy

Pay-per-click ads are growing in popularity, with more formats and channels to explore than ever. AI-powered tools are fueling this trend and creating new opportunities for campaigns leveraging personalization and segmentation at an advanced level.

As PPC tactics continue to evolve, it’s important to address ad blindness. Users find ways to ignore ads while they’re searching since they may see thousands on any given day. However, quality ads that deliver value to prospects by addressing specific pain points yield consistent results. Conversion rates are 50% higher for paid traffic than organic clicks, suggesting that users close to making a buying decision are more likely to interact with ads.

Paid advertising also allows for a highly strategic approach to targeting users. You could, for instance, target searches for banking products with a high ROI. If you use paid ads on social media, you can identify data points that indicate high-value users. These are some of the best credit union marketing strategies for immediate results.

Competitiveness is another essential consideration. The banking industry will spend over $8 billion on ads in 2024, and this figure could increase by 11% next year. Credit union digital marketing plans must address visibility and competitiveness in search results and other channels with a paid presence.

The Power of Organic Traffic

Organic traffic is a cost-effective element of any successful credit union marketing plan in 2024. Organic content can support a broader range of credit union marketing goals than paid ads. Marketing spends tend to be lower and easier to predict.

Research suggests that 50% of U.S. adults lack financial literacy skills. Credit unions have an opportunity to differentiate themselves by creating organic educational content.

Once your prospects learn more about essential financial concepts, they can continue engaging with organic content and eventually decide to bank with you. Using organic content to bridge this knowledge gap supports financial success in your community and boosts banking product utilization rates.

While PPC ads can unlock immediate results for credit union advertising, developing an organic presence is just as crucial for long-term success. You can target a wider range of search intents, develop content series to support complex financial decisions, and keep existing members engaged with valuable content.

Plus, investing in organic content is a smart strategic decision for the future of search. Google is developing new search experiences to highlight expert authors. The focus is on pulling information from authoritative sources and delivering it in more accessible or interactive formats. Credit union growth strategies can’t ignore this trend and should target these new formats with trustworthy organic content.

Paid Search Vs. Organic Traffic: What’s Best?

Marketing for credit unions should include a mix of paid and organic strategies. Paid credit union advertising is ideal for driving revenue and engaging users who are close to picking a banking product.

Organic content addresses a wide range of important marketing goals, including promoting financial literacy, increasing awareness among users in the early stages of their research process, and keeping existing members engaged.

Leverage Paid and Organic Credit Union Marketing With Tempesta Media

Successful credit union marketing should incorporate paid and organic strategies. The key is to develop a customized approach to both that reflects unique branding as well as the needs and expectations of your audience.

Tempesta Media will help you develop a tailored credit union marketing plan that drives paid and organic traffic to your site and converts prospects to customers. Get started by taking our free Prova Lite marketing assessment.

Picture of Michael Marchese

Michael Marchese

Michael is the founder and CEO of Tempesta Media. He is responsible for corporate strategy, executive team leadership, and overall business operations across all the company’s segments. With over 25 years of experience, he has held various strategic and operating positions. ​​As a recognized expert, he has served on numerous committees for the following industry associations: SEMPO (Search Engine Marketing Professionals Organization), IAB (Internet Advertising Bureau), CGA (Casual Gaming Association), and the MMA (Mobile Marketing Association).

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Tempesta Media is the performance-based content marketing solution specifically developed to drive revenue for your business.

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