Last Updated on March 8, 2022 by admin
The goal of most fintech content marketing campaigns is to actively engage your target audience and move them down the marketing funnel to create new and loyal customers. Creating successful content marketing campaigns that do this well requires a lot of forethought and planning to be successful.
There are many things to consider before launching your fintech content marketing project, but three things stand out as fundamental to the success of your project. We walk you through the details so you can hit the ground running.
1. Refine Launch OKRs
Your overall marketing objectives and key results (OKRs) might already be established. Before you launch your fintech content marketing project, you need to develop project-specific OKRs that focus on content marketing.
Fintech Content Marketing Project OKR checklist
- It involves customer acquisition and focuses on the retention and development of loyal and regular customers.
- It measures successful movement along each part of the digital marketing funnel.
- It identifies which channels are effective and which are ineffective for each objective.
- The OKRs are Specific, Measurable, Achievable, Realistic, and Timely (SMART).
Let’s look at some basic OKRs for a fintech content marketing project.
Content Creation OKRs
- Content creation for product launch, primary objective – Increase reach
- Creation and launch of content strategy
- Create 12 blog posts
- Create 6 top of funnel marketing content pieces
- Create a new product brochure
- Improve engagement via better blog content
- Gain 2500 new blog subscriptions
- Improve average time on page from 2 minutes to 3 minutes
- Increase content shares and mentions from 300 to 600
- Release three articles written by credible fintech influencers
SEO and Web Traffic OKRs
- Optimize blog to rank highly for fintech-specific search terms
- Get website onto page one of fintech-related Google searches
- Increase organic traffic visitors from 4,000 to 8,500
- Include 35 inbound links from directories and third-party sites
- Post 12 long-form blog posts focusing on long-tail keywords
Social Media OKRs
- Increase social media followers from 60,000 to 95,000
- Increase organic social posting from 3 times a week to 6 times a week
- Create social media copy for employees to share twice a week
- Diversify social media posts by including video posts 3 times a week instead of once a week
2. Define Key Messages
Once you have refined your launch OKRs, you need to define your key messages. Key messages will be essential to your messaging strategy, the cornerstone of your content marketing strategy.
When defining your key messages, the language you use is essential. As a fintech startup, you’re using insider lingo all day and night. While the jargon may make sense to you, it may not mean anything to your target audience.
Remember to speak to the customer at all times. Use their language and put yourselves in their shoes when creating and reviewing your wording and messaging.
Doing this is the best way to create an authentic fintech marketing campaign that resonates with your target audience and encourages them to learn more.
There are also different target groups, and using language and messaging specific to them is also essential.
Use the following step-by-step process as a guide to defining key messages:
Step 1 – Segment Your Market
You might already have various target markets, but you need to segment your audience before launching your content project if you don’t.
You can use publicly available data on the various fintech audiences and customers to determine your market segments.
Here are some suggestions for categories to segment your market by:
- Demographics (gender, location, language, etc.)
- Behavior (How people consume and interact with fintech products and services)
- Benefit groups (Segmenting groups based on the benefit they receive from fintech products and services)
- Social Media data (Interests, friends, followers, etc.)
Step 2 – Keyword Research
To understand how to structure your content marketing messaging, you need to know what current and potential fintech customers are searching for online.
There are many great tools to use here, and Google itself has a keyword planner function as part of its Google Ads platform to assist.
Other platforms allow you to cut and paste high-ranking URLs and analyze the keywords used by that site so that you can optimize them for yours.
Step – 3 Talk To Your Segments
Once you have defined your segments and understand the keywords and phrases used in their searches, you can craft your content based on this.
Remember to speak the language of your customers and the various segments you have defined.
You also need to ensure that the correct fintech keywords and phrasing is included in your content across all platforms to ensure that you rank highly on Google searches.
This isn’t always easy, especially for people in highly specialized and technical fields or niches within fintech. Consult with specialists to help guide you through this.
As such, it is always a good idea to use highly experienced and talented fintech content writers as they understand what is needed to ensure credible and engaging content.
3. Facilitate the Customer Journey
You’ve established your project OKRs, defined your key messages, so now you can sit back and relax. Kidding!
The customer journey needs to be optimized and monitored every step of the way, and once they’re interested, the real work begins.
The marketing funnel stages include awareness, evaluation, purchase, and delight.
These are the four different stages that your fintech content marketing campaign needs to take potential customers through.
The content and interaction you provide during each stage are critical. You can either create a customer for life or send them running to the hills!
You need to ensure that with each click on your content, they’re explicitly engaged and end up making that inquiry or signing up for a new user account.
The onboarding process also needs to be simple, stress-free, and put any concerns at rest throughout the process.
Some of the facilitation questions you need to ask and answer before you launch your project are:
- How often should I communicate with potential clients during the later stages?
- What tone would I use during each stage?
- What might put specific segments off during each stage?
- Which channels work the best during each stage?
While it may seem overwhelming, breaking things down into these three key steps can help you ensure that your fintech content marketing project launch gets off without a hitch and achieves maximal results.