White papers serve a number of important functions, such positioning your company as a thought leader and providing content for distribution among prospects. However, the area in which white papers excel above most (if not all) other forms of content is lead generation.
Consumers are increasingly wary of blatant sales pitches. They want sales efforts to be educational, insightful and, above all, helpful. While increased lead generation is certainly a positive side effect of content marketing, the content you create also helps position your company as a trustworthy thought leader. Prospects feel as though they have a relationship with your company before you even engage them in a person-to-person conversation.
There’s no denying social media is a great tool for creating consistent, genuine interest in your brand and business. While historically companies in the financial industry (and B2B in general) have been slower to embrace social media, more fintech companies are recognizing its importance in supporting marketing and lead generation. And while fintech companies are certainly upping their game, a frequently overlooked (but very important) component of any successful social media campaign is employee engagement.
The world of fintech is not just about the technology. It’s also about being creative, original and innovative in other important areas such as marketing. Take WMA client, Safe Systems, for example. Their marketing efforts resulted in an 87 percent increase in revenue, and more than 50 percent increase in monthly visits to their website.
Today is Valentine’s Day, and everyone’s heads are filled with thoughts of chocolate, flowers and teddy bears. In honor of this season, here are the top creative fintech marketing campaigns you might “fall in love” with:
Our Client
Founded in 1993 and headquartered in Alpharetta, Georgia, Safe Systems is a leading provider of compliance-centric IT and security solutions exclusively to financial institutions. The company has become one of the leaders in the industry, managing hundreds of financial institutions representing more than $61 billion in combined assets, 1,100 locations and more than 20,000 network devices.
The importance of visual content is clearly documented – from Twitter posts to magazine articles, the research all indicates that images encourage more views, more clicks and, most importantly, more engagement. Individuals’ eyes, whether consumers, business executives or even other communications professionals, are drawn to an image on a screen and will spend more time reading the text within an image than they will on text alone. That’s not to say you should go out and start dumping text into your images needlessly, but it does make a good case for why infographics and even text-centric videos have seen such a rise to prominence over the previous five to ten years.
Recently William Mills Agency sent marketing director K.T. Mills-Grimes and marketing associate Sidney Holland to the HubSpot Inbound Marketing Conference in Boston. They learned what’s next for the platform and how the agency can take full advantage of its capabilities to provide fintech organizations with marketing programs that generate leads and provide measurable returns. If you weren’t able to make it to Boston, fear not—this blog gives all the key takeaways.
The most exciting aspect of being immersed in the fintech world is that it is constantly changing and evolving. Hosting a fintech podcast is not only a great opportunity to share your thoughts on trends and events in the community, but it also has some significant potential benefits from a business standpoint. After all, the end goal of a well-rounded content marketing program isn’t just to share your thoughts—it’s to see results.
Lead generation is a key goal in every company’s marketing strategy, but focusing all of your attention on generating leads may actually cause you to miss out on opportunities. In fact, Invesp found that companies that only employ lead generation lose 80% of leads, while companies that have a well-executed lead nurturing strategy in place tend to spend 33% less while generating 50% more sales.
While podcasts have been a part of the media landscape since as early as 2004, the financial services industry was slower to adopt them as a way to promote businesses and communicate with customers. The good news is that 44% of Americans report having listened to a podcast before, and 26% listen monthly. That’s a significant audience ready to hear what you have to say.