How to Kill It With Inbound FinTech Marketing

The world of Inbound marketing moves at lightning speed – and that includes FinTech Marketing. Part of increasing your qualified leads, ROI and ultimately improving your bottom line is all about staying up-to-date with current trends and changes in regulations when it comes to digital marketing.

For us, this means is dedicating time in our week to researching changes to Google AdWords, Google Analytics, and the search engine optimization landscape alongside the current state of social networking platforms, email providers, and web platforms. To effectively deploy an inbound FinTech marketing strategy, you need to have expert knowledge of inbound marketing alongside a creative mind. Here are some areas you can start to focus on today to really take your FinTech marketing to the next level:

Email

People, on average, receive over 121 emails a day but despite this email still has a powerful ROI at 122% and is an essential part of any content strategy. Email marketing is a skill set in itself that’s important to master but when you’re starting out some key areas to focus on include:

• Customization: Personalized images and text can work like a charm in email marketing. Emails with personalized subject lines are 26% more likely to be opened, and marketers see an average increase of 20% in sales when using personalized experiences. Airbnb use this all the time to create visually stunning emails that are widely shared on social media.
• Regulation: Email marketing isn’t just about knowing how to capture attention and increase conversions, knowing the regulations put in place by various bodies is just as important – especially if you want to avoid being categorized as spam. Rules for email marketing can include anything from how to place a physical address to opt out rules.
• Nurturing: Don't try to sell all the time. Offer helpful content that people can use and then will gently move them down the funnel.

Social

A third of the entire world uses social networks regularly so it’s important not to ignore social media platforms in any campaign you produce. Online adults aged 18-34 are most likely follow a brand via social networking (95%). If one or more of your buyer personas includes a profile of a millennial, how you handle your brand on social media truly matters.

• Facebook: 79% of Americans use Facebook, and 53% claim to use it “several times a day”— its usage still far outnumbers any other social network there is. The platform with the second closest usage percentage is Instagram, at 32%. Offering your audience timely, relevant, and even native content on Facebook is an important part of any social media strategy of GamePlan.
• Location: Tagging your location on social media can increase engagement, leading to increased conversions but it depends which platform you’re using. On Instagram, where the majority of users are under 35, posts tagged with a location (79%) have significantly higher engagement rates. Location is important on Facebook too, but in another way. You can target organic and paid posts on Facebook by location meaning you reach the exact audience you want to speak to. 

Blog

Content creation is the backbone of Inbound FinTech Marketing. Not only will this help potential users, investors and customers trust you and what you’re all about – it helps them actually find you in the first place since fresh content influences search engine rankings.

So, what should you blog about? A blog can be used for updating your users, but it’s also a perfect way to connect with new potential customers, investors, or users before they really know you. This is where you can place informative and educational content to engender trust with strangers and turn them into your biggest fans. Trust is a key component in any purchase or sign-up – the simple act of placing reviews on your site can decrease cart abandonment by 67% – so ignoring the creation of educational or useful content is something you do at your own risk.

Producing evergreen content – content that never grows old – is also a great thing to focus on with blog posts but we’ll touch more on that in SEO. In the blockchain world some good blogs to keep an eye on include zcash, cryptokittyworld, and ripple.

SEO

Search engine optimization is a key part of your marketing strategy. In 2017, Google accounted for over 79% of all global desktop search traffic, followed by Bing at 7.27%, Baidu at 6.55% and Yahoo at 5.06%. Handling 63,000 searches a second, search engine traffic is a valuable part of any plan you put together.

Some things to focus on include:

• Evergreen content: Evergreen content works well, in fact some report increasing their traffic by 1800% over a period of 14 months as a result of producing content that’s relevant for a long period of time. Why does it increase traffic? Useful evergreen content doesn’t lose its relevancy over time, meaning your content continues to influence your search rankings over years and not weeks or months. Because it stays relevant for longer it can influence your domain authority more than a transient piece of content might.
• Informational content: People turn to Google to as Who, Where, What, When, Why and How. Having those answers will get more people to your site. Make sure you focus on content that you can then nurture to convert into leads.