Making Smarter Money With Our Fintech Marketing Agency
The Fintech market is amongst the most lucrative out there, with over $5 trillion traded daily on the FOREX market. This, however, also brings with it a great deal of competition. Financial Institutions (FIs) are having to do more and more to be successful. (Whether that’s with other businesses, or with B2C services.
You only have to conduct the most cursory of online searches to see just how many Fintech companies you’re competing with out there. We’re talking regional, national and international. As technology goes, Fintech has been one of the boomers of the past few years.
SEO Vs. PPC – Which To Use?
Two of the major forms of marketing are Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) advertising. They’re both well-established disciplines but they sit on rather different ends of the marketing spectrum. PPC advertising gets you quick results, and the more money you throw at it, the greater its returns.
One of the major downsides of this form of marketing, however, is that it can come across as spammy. Generally speaking, people don’t particularly like having adverts forced upon them. In an industry where a watertight reputation is key. (It is also one in which there are innumerable ‘dodgy’ operators). This might be something you want to avoid. Unless you’re already a well-established player, then PPC can, if you’re not careful, detract from credibility, rather than enhance it. In Fintech, especially, where the technology being provided can all too easily be conveyed as a ‘get rich quick’ bit of kit; reputation is critical.
SEO, on the other hand, is much more organic, and fits better into a wider marketing strategy. The discipline essentially revolves around gearing your website and its content around Google’s latest algorithm changes; other search engines as well, of course, but it’s mainly Google that receives the focus.
After all, it’s the main search engine, accounting for over 70% of desktop traffic, globally. SEO work falls into two broad categories, blog writing and back-end website work. Consistent blog posting helps show off your financial industry expertise, authority and trustworthiness. These three traits (known by Google as E-A-T) are crucial in having your website rank above competitors. Writing a weekly blog also allows you to artfully place keywords which you want to rank for, into your writing.
Back-end website work revolves around on-page content optimisation, image compression, writing meta descriptions, correctly structuring your website’s content and much, much more. The combination of these two methods, over time, will see your website’s ranking improve for its desired keywords.
SEO certainly takes longer than PPC, though we more readily advocate it than PPC due to its increased stability and sustainability. Our Fintech marketing agency houses both content creators and SEO specialists who have a proven track record in boosting a website’s ranking, organically.
PR – Generate Trust Through Editorial Coverage
We’ve touched upon the importance of credibility in the financial industry. Compliance checks, AML and anti-fraud regulations are there for a reason. Namely, because of the amount of money that’s often being exchanged or dealt with. You can forgive industry-players, then, for having a certain scepticism towards all whom they deal with.
This is where PR can prove so pivotal in a Fintech company’s marketing. Securing coverage in well-regarded financial or technological magazines is a great way of turning, perhaps hesitant investors, into a sure bet.
The reason that PR works so well is that it’s one thing to promote yourself, but you become a much more interesting prospect to people as soon as other people are promoting you. We have an in-house team of PR executives, here at our Fintech marketing agency. We who all work collaboratively with the other teams to secure the best possible results for our Fintech clients. If your particular product or service is particularly interesting, and could hold appeal in a wider context, then there’s no reason that you shouldn’t target B2C publications as well. This all has a cumulative effect of bolstering your brand authority and reputation.
Social Media
Even if you’re a wholly B2B Fintech company; using social media is a great way of raising brand and business awareness. People tend to forget, that professionals will have the odd browse when they’re not at work. If your social media presence is strong, then the chances of your Fintech company being stumbled upon by a would-be investor are much greater than if you neglected social media altogether.
The key with social media is consistency. In fact, we always say here at VerriBerri, that an inconsistent social media profile is as poor (if not more so) than a lack of one, altogether. Inconsistency wreaks of a lack of professionalism, and that’s something you can’t afford in the financial sector.
The best way to achieve this consistency is through pre-planning; content calendars, made weeks in advance, allow you to be prepared whilst still factoring in enough contingency for changes and flexibility, should that be required for whatever reason. Our Fintech marketing agency houses several social media experts (all of whom have significant personal followings, themselves) who take care of this side of things. These team members live and breathe the various platforms, and thrive on growing a client’s social media presence.
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Keeping ahead of the competition is only going to become more important for FIs as time goes on. Fintech companies and other FIs are starting to appreciate the importance of longer-term marketing strategies, and the benefits that a more holistic approach can yield. So, if you’d like to find out more about our Fintech marketing agency, then get in touch! Contact VerriBerri today on 01376 386 850. We’d love to sit down, have a chat and learn all about your Fintech product, in more detail.