The Fintech sector is at the top of it’s game. And in an industry that's booming, it’s important that marketers get their strategy spot on. At Prism Create ,we support some of the world’s most exciting Fintech leaders, start-ups and disruptors with campaigns that make an impact in a challenging ecosystem. Here are our top tips for Fintech companies looking to make an impression in an industry where the line between marketing success and marketing disaster is often razor thin.
1. Right time, right place.
Planning is critical. Your marketing approach needs to be clever and timely. Map out the journey you want your customer to go through, and be mindful of where you can maximise impact. Thinking like the customer is key to your success here – and knowing where your audience is, what they read and the topics they want to hear about will help you map out the ideal campaign. For example, is your audience going to be at a live event in London? Could you reference the event in your email campaign and link to relevant content? Maybe timing your press release so it goes out a week before the event will get you news coverage? Ultimately, look at what's happening in the wider world of Fintech when planning your campaign. You're not working in a bubble after all!
2. Be unique.
"Thinking outside the box" means ditching boring plain text emails that no one wants to read. It’s about being creative. How many emails do you get from companies claiming they ‘want to meet you for a coffee’ or ‘have a chat’ about a service they offer? Delete. Delete. Delete. Don't settle for a scattergun email destined to spend eternity in the spam folder. If you do want to send an email campaign, think small. Account-based, personalised emails or even intelligent and creative direct mail pieces can pack a lot of punch as they're far more relevant to the recipient, but take considerable time, effort and often budget to execute.
Think about how you can engage with your audience. Gamification is a great way to get prospective customers engaged. We’ve created some fantastic campaigns for clients that want to come up with creative ways to get their message across.
3. Get up close and personal.
Let's look at personalisation in a bit more detail. Personalisation can be a perfect way to make an impact with your audience, but adding the first name of your recipient into emails just isn’t enough any more – especially when we can be far more sophisticated. Knowing your audience, understanding their pains and needs, and tailoring your content and campaigns in a way that allows you to create personalised journeys can be extremely powerful. Utilise social media to conduct research on your targets. Develop your marketing personas. Know your audience better than you know the back of your hand, and you'll improve engagement, and delight rather than disrupt.
4. Build the bridge.
Marketing and sales go hand in hand. Building the bridge between the online world and the real world – or the ‘hard sales approach’ as we often see it is super important. Campaigns can fall flat on their face because the marketing team have sent out campaigns, but left it too late to engage their Sales team to follow up – fail. Don’t spread your marketing resources too thinly and make sure that Marketing and Sales work closely to hit shared objectives. Have you considered mobile apps, interactive PDFs and video content to engage your sales team?
5. Internal promotion is equally important.
Your employees are a great way to promote your content. Companies often leave internal promotion of campaigns as the last thing on their list. However, if your employees know about a campaign, they are more likely to share it with their social network. The more likes, shares and comments, the wider the reach on social media, and the greatest chance there is for viral success. Invest in internal activities and materials to engage your biggest fans, and they’ll share the word with your audience.
Looking for a marketing agency that creates impact?
At Prism, we are a marketing agency that specialises in developing successful Fintech and IT marketing campaigns. For more information on what you can do to push your marketing further, simply reach out and we can arrange a chat.
