The Top-performing Credit Union Marketing Campaign in the US
Valley Strong Credit Union has over 290,000 members representing nearly $4 billion in assets and has been serving Central California for 75 years
Services
Content Marketing
Paid Social
PPC
SEO
Creative
CRO
The Results
10:1
ROI
Media spend to funded app
Media spend to funded app
26%
Reduction in cost to acquire a member
18%
Conversion rate
24%
Click-through rate
19%
YOY improvement in average position
5.6%
Organic traffic growth YOY
This campaign has the highest conversion rate I’ve ever seen...the ads are performing in the top 3% for financial institutions in the US.
Challenges
Nettra focused on two large challenges with the Valley Strong Credit Union (VSCU) campaign:
01
Nettra has worked with Valley Strong Credit Union (VSCU) for years and one of the biggest challenges in our campaign was creating an attribution process to align ad dollars spent to loans and accounts created. Up until a couple years ago, the best solution available was to export the phone numbers from calls produced by digital ads, then go back through three months of new loans and accounts and try and match them up. The process was laborious, time-consuming, and it missed many digital ad conversions.
02
In addition, when Nettra first started working with VSCU, from an SEO perspective they didn’t organically rank on page one for any of their top keywords. At the time, these keywords were dominated by the national banks ranking in their local area for things like auto loans, home loans, credit cards, and personal loans.
Nettra created a marketing data attribution process to track ad clicks to applications and funded loans, then optimize the ad performance based on that data. This allowed us to finally focus the budget on the ads that were creating loans and accounts. This has significantly improved the effectiveness of the campaign, resulting in a 10:1 ROI from ad click to funded application.
The Google Ads themselves are performing so well being optimized with closed loan data that our Google rep recently commented saying “this campaign has the highest conversion rate I’ve ever seen” and that our campaign “is performing in the top 3% for financial institutions in the US.
Nettra’s SEO campaign has enabled VSCU to rank on page one for all of their top keywords. In 2022 VSCU acquired two credit unions in new geographic areas and Nettra was instrumental by ensuring existing site links redirected to the VSCU website.
In addition, Nettra has secured numerous backlinks from industry-related publications. Lastly, Nettra has been managing a content marketing campaign focused on creating blog posts about financial literacy. These SEO tactics have not only resulted in VSCU to rank well locally, but they’re also ranking for their top 8 keywords in their new geographic areas.
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"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
"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!"
69%
ROI (ad click to funded app)
18%
Reduction in cost to acquire a member
29%
Conversion rate
33.2%
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