Intent data & retargeting for banks & credit unions
Ever feel like your phone is eavesdropping on your conversations? Like, you’re casually chatting about needing new running shoes, and BAM! Suddenly, your social media feed is flooded with ads for every sneaker brand under the sun. Or maybe you browsed a new blender online, just window-shopping, really, and now it’s haunting you across every website you visit. Yeah, we’ve all been there. That, my friends, is the magical (or slightly creepy, depending on your perspective) world of retargeting.
But it’s not actually magic, of course. It’s smart marketing. And for community banks and credit unions looking to stay competitive, it’s a game-changer. Especially when you pair it with something called intent data.
So, what’s the deal with intent data?
Think of intent data as your digital crystal ball. It’s basically clues left behind by people online that tell you what they’re interested in. For a bank or credit union, that could look like:
- Someone hanging out on your mortgage rate page
- People fiddling with your online loan calculator
- Downloads of your “Retirement planning 101” guide
- Searches for “[Your City] credit union auto loans”
Basically, it’s digital breadcrumbs that say, “Hey, I’m probably interested in this!”
Why should you care?
Because instead of throwing your marketing budget at everyone and hoping something sticks, you can focus on the people who are actually in the market for what you’re offering.
- Seriously, who doesn’t use the internet when looking for financial stuff? (Hint: Nearly everyone does.)
- And let’s face it, getting to someone first is a huge win.
Retargeting: Your friendly digital reminder
Retargeting is like giving those potential members a gentle nudge. They’ve shown interest, and now you’re just reminding them you’re here to help.
How it works (the super-simple version):
You put a little code on your website, and when someone visits, it drops a digital “tag” on their browser. Then, as they wander around the internet, they see your ads.
How to make it work for your bank or credit union:
- Loan app left hanging? Bring ’em back with a “Finish your application!” ad.
- Credit card curious? Show off those sweet rewards and sign-up bonuses.
- Local love? Target people in your area who are searching for financial services.
Intent data + retargeting = marketing gold
When you combine knowing what people want (intent data) with the ability to reach them again (retargeting), you’ve got a marketing power couple.
Numbers that make sense:
- 71% of marketers spend 10–50% of their entire online ad budget on retargeting.
- Over 90% of marketers report that retargeting performs as well as or better than search, email, and other display.
- Retargeting campaigns have been shown to increase conversion rates by up to 70%.
But the real low-hanging fruit is …
Paying for intent data based on your users’ web browsing history is all well and good, but what about the intent data you already own: their history within your mobile banking app? Have you ever considered:
- Offering a credit card to someone who uses your app to pay one elsewhere?
- Sending a loan offer to a member who visits an auto dealership?
- Delivering a link to a CD offer to someone who checked your rates?
- Sending a “reminder” message to that customer who clicked on your push notification but never followed through?
- Giving a list of the above to your branch or call center so they can reach out?
Shameless plug: Pulsate’s Opportunities Engine can help you do all of these things!
Bottom line:
Look, we know the digital world can feel overwhelming. But intent data and retargeting aren’t scary. They’re just smart. And they can help you connect with the right people at the right time. So, let’s ditch the “mind-reading” paranoia and start using these tools to grow your bank or credit union – before the competition beats you to it!
