Content marketing is a great way for fintech companies to grow brand awareness, bridge knowledge gaps, and generate leads. It has become a critical strategy for smart marketers to build trust and engage an audience.
Another good reason many fintech (and other) organizations are turning to content marketing? Beyond building awareness, it boosts ROI — content marketing delivers more than 3x as many leads as traditional marketing, dollar for dollar.
Growth hacks are a great way to rise above the competition on a shoestring budget. The great thing about content marketing growth hacks is that they pair shrewd marketing tricks with trust-building strategies, a sure-fire recipe for new business and great ROI.
Here are 3 fintech growth hacks you can incorporate into your content marketing strategy to improve your conversion rates:
1) Build Trust and Convey Authenticity with Video
One of the biggest challenges fintechs face is effectively conveying the value proposition of the services they offer. Boiling complex concepts down to easily digestible information is key. Video can help fintech companies engage with prospects at any stage in the buyer’s journey, but they are particularly great for brand building.
Video helps grab the attention of your audience. Video is poised to account for more than 80% of all web traffic by 2019. Why? Because it’s interesting and digestible. Also, if you think video only impacts awareness and has little bearing on actual sales, think again: Marketers who use video grow revenue 49% faster than non-video users. Consider the following types of videos for a variety of marketing purposes:
- Explainer Videos – ideal to present a digestible version of your unique selling proposition; explains your company’s product or service and the benefits to the user
- Video Blogs (Vlogs) – great alternative to written blog entries; can be done on a variety of fintech topics as a snackable snippet of relevant topics and news
- Social Videos – great shareable assets that are shorter than traditional videos and live well on social platforms; makes sharing easy to increase reach of brand awareness
- Webinars – repurpose your live-stream webinars that people can download or view on YouTube or another video hosting platform
- Whiteboard Videos – popular format to explain an interesting topic or solution to a problem; also features a real human, which can convey authenticity and build trust
- How-To Videos – these illustrate how-to do something, whether it’s using your product or service or another neat trick you want to share with viewers.
2) Create High-Quality Content Assets for Download
Video is among the top awareness-building fintech growth hacks. But you’ll also need content to entice visitors into giving up some of their information. For B2B fintechs, lead generation is key. Effective lead generation is built on even trades: your audience gets a useful piece of content in exchange for providing their name, email address, and possibly a phone number.
Unfortunately, it can be difficult to consistently produce this type of high-quality content asset. Researching, writing, and designing white papers and ebooks is time-consuming and laborious. Without a fully-staffed content marketing department, many cobble together writings from busy executives who don’t have the bandwidth to give it their full attention. Worse yet, they abandon ship.
Don’t abandon ship.
Whether you work with a consultant or contract out this important work to an agency, get it done. Some ideas for building high-quality downloadable assets:
Create White Papers for Education
Brainstorm around a big industry problem your product addresses or solves. Create an outline that:
- a) introduces the industry challenge
- b) provides data and statistics to support why this challenge is a significant problem for your audience
- c) outlines some solutions to this challenge
- d) points out reasons your solution is the gold-standard to solving the problem
Highlight Key Data in Infographics
White papers are often dense, so adding some visual elements is a must. Since your white paper should be grounded in fact and statistics, consider turning some of those into an appealing infographic. An added bonus is that infographics are great tools for sharing content on social media. You can use the infographic to promote the ebook across channels and gain additional exposure.
Ensure Landing Pages are On Point
Every downloadable asset needs a landing page. It should include:
- A headline
- A sub-head
- Body copy
- A compelling call-to-action (CTA)
When it comes to landing pages, short and sweet is the rule. Tease out the value of your white paper in the headline and use bullets in the body copy to lay out exactly what visitors can expect within the white paper. When adding a form to the page, only ask for the essential information (name, email address, maybe a phone number). The longer the form, the greater the chances of your visitor abandoning the process. Also include a check box to opt-in to your newsletter, if you have one.
The visitor has filled out the form and downloaded the asset. All done, right? Wrong. Now that you have an email address, send these visitors a drip sequence of emails over a couple weeks. Here’s an outline of a sample sequence:
- “Thank you for downloading. Here’s your white paper” with a link to the asset.
- “Hope you enjoyed ‘White Paper X’. Isn’t it interesting how [specific snippet from white paper]? We recently wrote a blog on why that’s interesting [link to blog].
- Same as above. Covers different talking point. Links to different web content.
- Same as above. Covers different talking point. Links to different web content.
- Same as above. Covers different talking point. Links to different web content. Includes subtle language around how [your company] helps solve the problem described
- Same as above. Covers different talking point. Links to different web content. Includes subtle language around how [your company] helps solve the problem described. Includes case study and asks for a meeting.
The idea is to continue teasing out helpful information to this engaged audience. As you get further on in the sequence, you may consider adding in more about your company and how your solutions work. Be subtle. Be elegant. Be creative.
3) Guest Blogging
Submit blog posts for placement on complementary blogs and publications with a high domain authority. This type of outreach can present your high-quality thought leadership to new and unique audiences. In addition to expanding the reach of your content marketing, it has excellent benefits for SEO. The backlinks earned from sharing your content on high-authority sites makes you more relevant, and subsequently more findable by people searching online.
To make the most of guest blogging, follow these steps:
- Create a list of online publications in which you’d like to have your fintech’s content featured.
- Have an outlined prepared for your proposed article (many publications ask for this upfront)
- Draft a pitch email that briefly outlines the article you’d like to post and the benefit to the publication for posting it (“Your readers will get unique insights into x, y, and z…)
- Reach out to a few publications to start. See what sort of responses you get and hone your pitch as needed to make it more appealing to editors.
It may take several dozens of emails to obtain a placement. Don’t give up. Once you build a well-oiled outreach machine, you’ll have a sound method for obtaining new backlinks and presenting your best ideas to fresh audiences. While maintaining a blog on your own website is critical, guest blogging provides a way to get in front of new niches through other sites that already have a strong readership.
Fintech Growth Hacks: A Way to Get Ahead
B2B fintech investment is on the rise. In fact, a recent report by McKinsey & Co. has estimated that the size of the global payments industry is expected to grow to $2.2 trillion by 2020. Many companies are gunning for a slice of that pie, making for a crowded marketplace. The fintech growth hacks above are key ways you can stand apart from the competition.
Go beyond traditional marketing measures and engage with your audience through with content marketing as one of your fintech growth hacks. And don’t let the term “growth hack” fool you into thinking that everything will be fast and simple. Growth requires work. Use the above tips to build trust with your key audience(s) and accelerate lead generation and growth.