Fintech Marketing Strategy Part II: Content to Support PR & Buyer’s Journey

Fintech marketing PR buyer's journey

In Part I, we covered the basics of SEO and social media, highlighting the need for a strong content marketing foundation as part of a fintech marketing strategy. In Part II, we’ll look at how content can feed a strong PR strategy and support prospects and customers at every stage in the buyer’s journey.

As noted earlier, fintech marketing requires a thorough strategy. Getting in front of the right eyes at the right time requires solid content at various touch points, via multiple channels, and through assorted media. Building trust with the right prospects requires a data-driven strategy and systematic execution paired with high-quality content that resonates with your target audience.

Content is at the heart of all great fintech marketing. We’ll explore how sound messaging can cater to your target audience via PR and other touchpoints.

PR Strategy

The fintech industry is a booming, crowded space. To stand apart, fintechs need a PR strategy that is targeted, unique and flawlessly executed. First and foremost, fintech PR needs to be focused on differentiation.

In a competitive arena where financial technology is evolving at a rapid rate and where investments are on the rise (The largest 10 global fintech deals raised over $3.3bn in Q1 2018), both the technology and your messaging should differentiate you from the herd. Your messaging should be compelling, exclusive, and exciting. Before you get to this stage, you should have an excellent value proposition nailed down. If you’ve done due diligence there, your PR strategy should be much easier.

Embrace agility and flexibility; be prepared to jump on the coattails of national news stories where it makes sense. This is where having a solid content strategy in place can be beneficial. You need to be able to grab onto breaking news stories as they occur, having a story in place to contribute to the overall chatter. If you’re already executing on a content marketing plan and have covered your bases with current trends, you will likely be able to repurpose or add a new angle to existing content and distribute through the appropriate channels quickly.

Finally, keep your audience top-of-mind. Don’t distribute press releases for the sake of press releases. All of your fintech marketing, communications and messaging should serve a common goal: to educate and cater to your target buyer. At times, that may mean foregoing national coverage in major media to focus on a more targeted trade publication or outlet. Keep your goals in check and be sure that your messaging—and distribution channels—are on point.

Content That Caters to the Customer Lifecycle

Content marketing can help cement your other fintech marketing efforts and ensure that you have a repository of messaging from which to pull. The key is to focus on creating content for every part of the customer lifecycle. Whether a startup or industry veteran, most businesses focus largely on new customer acquisition; however, don’t overlook the other stages.

Also remember the customer lifecycle may be different depending on the length of buying cycle or product and service type. Find ways to answer your audience’s most pressing questions in ways that make sense for them. Consider the following types of content:

Introductory/educational/awareness-driving content for people who 1) aren’t sure they have a problem or a need, 2) may not know what they want or are looking for

  • Educational blog posts
  • Social Media content (infographics, shorter posts, shareable content)

Middle-of-the-funnel content for people who are still researching about the types of solutions that exist and what may work best for them

  • Blog posts: Educational, trending topics, current news
  • Social Media content (infographics, shorter posts, shareable content)
  • White papers
  • Thought leadership pieces

Bottom-of-the-funnel content that layous out specifics and details for specific products/services and helps move people closer to a purchase.  

  • Blog posts: product/service comparisons, solution-focused
  • Social Media content (infographics, shorter posts, shareable content)
  • White papers
  • Industry Reports
  • Competitive comparison charts/guides

Post-purchase content about things like installation or tips for getting the most out of your product.

  • Blog posts: Tips, How-Tos, Best Practices
  • Social Media content (infographics, shorter posts, shareable content)
  • Surveys
  • Reviews

The goal is to be armed with helpful content at every single touchpoint you have with a buyer. The content helps to guide people through the buying cycle by providing helpful information that answers questions, eliminates doubts or uncertainty, and builds trust with your brand.

For more information on optimizing your fintech marketing strategy, contact us today.

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