Utilizing top, middle, and bottom of the funnel strategies to gain new members
Valley First Credit Union has been serving Central California for 74 years and has over 71,000 members with $900 million in holdings
Services
Content Marketing
Paid Social
PPC
Email
Web Development
SEO
Creative
CRO
The Results
69%
Holdings increase over 2 years
18%
Reduction in cost to acquire a member
29%
Conversion rate
22%
Click-through rate
33.2%
YOY improvement in average position
I highly recommend Nettra Media - they were a game-changer for our credit union. After assessing several agencies, we selected Nettra to assist our marketing department to gain more members.
After hiring them, we reached our year-end revenue goals by August! They far exceeded our expectations!
After hiring them, we reached our year-end revenue goals by August! They far exceeded our expectations!
Challenges
01
Valley First Credit Union (VFCU) dominated their local geography as the top credit union with the highest number of branches, yet many national banks out-marketed them for potential members.
02
VFCU had a physical presence in a much larger adjacent metropolitan area but they weren’t happy with the number of new accounts and loans coming from this area.
03
From an SEO perspective, while VFCU ranked in their local geography for many of their top keywords, they didn’t rank on page one for hardly any of their top keywords in the larger metropolitan area.
Nettra created a cross-promotional digital campaign for VFCU’s top, middle, and bottom of the funnel. We utilized Google Display, YouTube Ads, and Facebook/Instagram Ads to create awareness among a hyper-targeted audience at the top of their sales funnel.
Concurrently, we launched a middle of the funnel campaign designed to further educate their target audience about VFCU’s loan and account products. Lastly, for the bottom of their sales funnel we utilized a hyper-optimized Google Search Ad campaign to target this audience as they moved from consideration to choosing a bank or credit union.
Every channel of the digital marketing campaign was conversion rate-optimized, producing exceptional results with a 69% increase in assets over a two year period!
To enable VFCU to organically rank on page one for many of their keywords in all of their geographies, Nettra launched an aggressive backlinking campaign by reaching out to industry-related publishers.
This strategy has increased the number of ‘do-follow’ backlinks by almost 40%, resulting in VFCU ranking on page one in both geographies for the majority of their top keywords.
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"This campaign has the highest conversion rate I’ve ever seen [and] ...the ads are performing in the top 3% for financial institutions in the US."
10:1
ROI (ad click to funded app)
26%
Reduction in cost to acquire a member
18%
Conversion rate
5.6%
Organic traffic growth YOY
"After the first three months of the campaign, there was such a dramatic amount of potential business created that we asked Nettra to temporarily stop the campaign, allowing us to focus on our new potential clients. Now, Nettra has continued to scale our growth in a very cost-efficient and predictable fashion. I'm very pleased with their approach to growth."
478%
ROI (ad click to funded app)
13.5%
Reduction in cost to acquire a member
550%
Conversion rate
24%
Organic traffic growth YOY
"Nettra’s digital ad campaigns on Google, Facebook, and YouTube have resulted in hundreds of leads. They're also great at working with our co-op partners to leverage available marketing funds."
3.2
Avg. rank on Google for top keywords
14%
CTR on Google Ads campaign
2.2m
Avg. # of monthly Facebook ad impressions
5.8
Avg. monthly frequency rate with Facebook ads
"Their purpose-driven tactics have provided results beyond what we could have asked for. They’re always bringing us fresh ideas and suggestions based on what they think will work best for us."
2m
Total campaign clicks
17%
Click-through rate
4.8
Average position for top keywords
42%
Conversion rate on new website
"Nettra routinely blows me away with their marketing know-how, their customer service, and especially the results I’ve gotten. I’ve worked with a handful of agencies in the past and none of them were as responsive and proactive as Nettra has been."
280%
Gain in organic rank
620%
ROI on Google Ads
340%
ROI on Facebook Ads
42%
Decrease cost of acquisition