Marketing trends are moving just as quickly as the fintech landscape itself, making it difficult to find the right combination of fintech marketing tools to get results. Marketing has always been an iterative journey, though the introduction of emerging technologies and novel strategies can make navigating an evolving ecosystem a bit…rocky. Fintech companies are no strangers to this sort of disruption, though it can be helpful to have a roadmap of tools that work.
We look at some of the top fintech marketing tools to help growing companies boost ROI and keep marketing efforts highly effective.
Measurement & Analytics
Google Analytics is table stakes when it comes to measurement and analytics. Hopefully, you already have the tracking code setup on your website. If not, here are the directions on how to do that (stop reading and go do that now).
This tool helps you keep tabs — and report — on website activity. The following are important markers for how visible your site is, how people are responding to the content, flow efficacy, and how effective content distribution channels may be:
- Unique visitors
- Average time on site
- Bounce rate
- Top referring channels
- Conversion rate
Google Analytics is critical for creating data-driven marketing strategies and for iterating along the way.
Pro tip: Google also offers a paid version called Google Analytics 360, which may be useful for enterprise organizations who are looking for more detailed reporting tools and deeper insights.
Google PageSpeed Insights
Pay attention because this one is a ranking factor in Google’s algorithm. Google PageSpeed Insights is the top tool for measuring and improving the speed of your website across desktop and mobile devices.
In an age where mobile traffic has eclipsed desktop traffic and mobile-first design is thriving, getting a handle on performance is key. If you want that converts and is optimized for search engines, you need to pay attention to speed.
To illustrate, here’s some fun math from Kissmetrics: If your ecommerce website pulls in $100,000 each day, a 1-second delay in load time could cost you $2.5 million in lost sales each year. Thankfully, the Google PageSpeed Insights tool also details a list of suggestions to help you improve load times.
Hotjar is a hot marketing tool that can help you improve user experience and flow. This feedback tool visualizes how users engage with your site via heatmaps and can also record real interactions happening on your site. This is another handy tool for boosting your performance in ranking factors like user experience.
You can use Hotjar to replay site sessions from real visitors to see how they engage with your site and what is driving people to convert. You can also find out where people are dropping off from your site and identify key opportunities for improvement. Are your forms effective or burdensome? Hotjar helps with that too; it looks at which fields are taking too long to fill, which fields users are leaving blank and why people are abandoning the form altogether.
Pro tip: Sign up for a free trial to get a sense for how the tool works. Paid versions that offer more insights are also available and are priced based on traffic levels.
Content Marketing & SEO
Buzzsumo is a bit of a hybrid tool as it does provide analytics as well. You can enter a keyword to see the most recent content pieces that are trending on social sites related to that keyword. It can be used to track the performance of your own content and also to look at competitor content as well as overall topics that are trending.
This tool comes in handy in identifying “viral” factors and identifying trends in topics over time. It provides information on which types of content are being shared frequently on social media, enabling you to mimic that content and share in the success. For example, if the top five most shared articles are use the following title formula: “Top X Ways to Y and Z”, it might be time to start experimenting with articles that also follow that formula for your brand. It’s also a helpful tool for identifying influencers in your industry or niche who you can collaborate with or tap for insights.
Ahrefs is a tried and true SEO tool to help you research and monitor keywords you want to rank for and find other ways to boost SEO efforts:
- Track backlinks: Find out who is linking to your site. Boasting the world’s largest index of live backlinks (15 trillion+), this tool can help you estimate organic traffic to each linking page & referring domain.
- Use Keywords Explorer: discover a treasure trove of keyword ideas that you can target based on ranking difficulty and traffic potential.
- Use Rank Tracker: monitor Google rankings across 170 countries by uploading your list of keywords. Track visibility, average positions, traffic, and more.
The tool also provides significant competitor insights so you can create a strategy to outrank and outperform others in your industry.
SEMrush is a great alternative to Ahrefs, though it can be used in conjunction with it, too. Using AI-based software, SEMrush provides reports on SEO, PPC, social media, content, and video. This content focus makes it a great tool for creating better content that will resonate with your target audience and tracking the performance of new (and existing) content.
Users can enter their domain name to get a search traffic overview for paid and organic. This provides a nice snapshot of rankings, traffic, and trends. Another feature provides competitive analysis to see what your competitors are ranking for and which keywords are driving traffic. This allows you to take what’s working for competitors and re-engineer it through your own brand tone & voice.
The “Phrase match report” and “Related Keywords Report” both allow you to find new keyword ideas. SEMRush also analyzes and monitors backlinks and traffic, making it a well-rounded tool for several use cases.
Canva is a great tool for creating professional-level designed content without graphic design experience. This tool includes hundreds of pre-designed templates that can be used for pretty much anything from slide decks to social media graphics to email designs, brochures, infographics and more.
This tool is packed with functionality and easy-to-use, making it ideal for marketers on a budget. It combines editing and publishing capabilities into one seamless design platform, making it easy for you to produce professional, visually-appealing content.
Adobe Creative Cloud
Adobe Creative Cloud is great for content creators who focus on video. Adobe Premiere Rush enables marketers to shoot, edit, and share videos to social channels — directly from the app. Premiere Pro excels in native media support and enables video marketers to create content on par with Hollywood. After Effects and Adobe Character Animator allow you to bring video content to life with fun effects and animations.
While Adobe Creative Cloud actually includes over 20 tools that span across photography, videography, design, and web development, the video tools above can help video content creators streamline production, post-production and sharing.
These tools can help you execute your Fintech Marketing Strategies for 2020 with ease — and on a smaller budget. As marketing technology evolves, you’ll want to keep a finger on the pulse of new tools that can make your marketing life simpler and get the best results. If you’re looking for a more complete, end-to-end content marketing guide, download our free Fintech Marketing Playbook. You can also contact us for a free consultation on the best fintech marketing strategy for your brand.