Marketing a finance brand is no easy feat especially in an industry where a lot of competition in the fintech space keeps coming up. As much as it’s not easy, it’s also not impossible to achieve results especially when the finance brand has a good USP or offering that is quite different from the competition. But you’ll also agree with me that as much as there is the USP, if it isn’t shown to the right audience in the language they would understand, it will be like lighting a lamb and putting it under the bed.
Strategic marketing that yields results should accomplish the following:
- Provide solutions to specific challenges your target audience face.
- Create a unique experience with your audience that leaves them satisfied and happy.
- Accumulate quality data that keeps yielding results over time in future executions.
- Deliver value through data-driven content that answers every question your audience have.
In this article, we will outline the marketing methodologies we used to achieve a six-figure result.
Audience Research and Optimized Content Marketing
Audience research is a great first step to understanding your target market, their needs, the language in which they communicate, the demographics of people and a lot more. Once the unique customer personas have been created, next thing is to come up with a content research methodology that is optimized for success. The results from this research helped us to also create distribution strategies for each channel where the brand’s target audience are. Like the saying, “Go where the fishes are.” Not every channel is suitable for content marketing distribution that’s why the initial research as discussed earlier is key in understanding the audience and where you can easily find them. But how do we measure success if we haven’t activated marketing strategies?
Over 3000 Leads in the first 2 weeks of Marketing with a Test Campaign
Marketing is all about testing. After the homework we did on understanding the audience and creating a competitive advantage over other competitors in the fintech space, we launched the brand’s first ad with a minimum ad spend that was less than $500 and at the end of the 3 weeks campaign, we had a conversion rate of over 250%. Thanks to Google and Facebook analytics, we were able to generate quality data that further helped with future marketing.
Data-Driven Storytelling
There’s no good ROI without data-driven storytelling content. Telling the brand stories and sharing successful customer stories helped in creating organic referrals. You know the old saying, “word of mouth is the best marketing.” The insights we gathered from data-driven stories launched new marketing strategies that further boosted the brand’s ROI and created more awareness of the brand to thousands more.
The 70/30 Approach to Online Promotions
A lot of marketers quickly go into promotions without considering what aspects of their marketing needs more focus on. In this case, 70% of our focus was more on content strategy and data-driven storytelling across relevant channels while 30% were on content distribution. Why is that? You may ask? If your content is not solving any problems and showing how valuable your offerings are to your target market, distribution won’t help. You will be losing money and I bet you don’t want that. So yes, if there is a focus shift away from putting out the right content, it will affect results. If there’s enough focus on this, overtime, it makes distribution seamless. This was our case with this fintech brand. Content created across social media platforms with strategic distribution yielded six figure returns on investment. The great achievements we made with this brand also came from testing a lot of content strategies and distribution to see what works and what can be done better. In marketing, it’s test, test, test else it becomes fatigued and marketing success growth begins to decline.
Conclusion
Getting great marketing results requires data-driven content marketing and distribution. This means, understanding your audience, their needs, what stands you out from the competition, the language your audience communicates with, demographics, etc.
Focus on creating value-driven content, get insights from your content distribution and test often to see what works, what’s not working, and what can be done better. Always bear in mind that your audience needs also evolve so you must always stay on top of trends in the industry so you can execute insights from these trends into your content marketing strategy.