Brand awareness and effective marketing are crucial elements of growth for every organization, including credit unions. But staying on top of the latest trends and strategies can be challenging, especially as consumer expectations and technologies evolve at lightning speeds.
Social media participation has evolved to become a necessary aspect of a successful fintech conference strategy. After all, why limit the impact of your attendance to fellow attendees when you can potentially reach exponentially more people online? While B2B companies have leveraged trade shows to increase visibility in their markets, generate leads, build relationships and establish themselves as leaders in their industry for many years, knowing exactly how to incorporate social media into the equation doesn’t always come naturally. Read on for 5 ways to leverage social media as part of your 2020 fintech conference strategy.
In today’s digital landscape, consumers want to be educated first before making a purchasing decision, and one of the best ways to share your company’s expertise and build credibility with your prospects is to have a strong blogging strategy. According to a recent Inbound Marketing Report, 81% of B2B companies use blogging as a content marketing tactic. However, there are a few important best practices companies overlook when developing content for their websites.
1. Not Choosing Relevant TopicsThere’s so much going on in the financial services industry today. From data breaches, to new technologies and changing regulations, there are many topics to choose from to engage your readers. But before choosing a direction and title for a blog post, it’s important to understand your audience and define your buyer personas.
Email remains one of the most effective marketing strategies B2B companies use to reach their target audiences. Assuming you’re following best practices for inbound marketing, your contact database is full of people who have already expressed interest in your product or services. Making the most of this opportunity requires a strategic approach. Below are five email marketing techniques financial services companies should keep in mind.
With social media setting a new standard for engagement and communication, credit unions are in a unique position to exceed member expectations and continue providing superior member service by utilizing social media tools, targeting specific audiences and varying content across their platforms.
Fostering member relationships shouldn’t end when members walk out the door or log off their mobile app. From checking Facebook updates to posting pictures on Instagram to perusing Tweets from their favorite celebrities, consumers are spending an average of two hours and 22 minutes on social networks every day, according to Digital Information World. This means that using social media to engage with your members can be key in continuing the conversation with them while also connecting with potential new members.
While some differences do exist, building brand awareness in B2B markets is still just as important it is for companies marketing to consumers. For fintechs looking to up their B2B brand, here are proven recommendations:
Cast a Wide Net
To build brand awareness for your fintech, it’s important to create a presence in multiple places and have a diverse library of content. This includes industry publications, multiple social media platforms, blogging and trade shows, just to name a few. However, you don’t need to expend resources everywhere. For example, the president of a billion-dollar bank is unlikely to be found on Snapchat, but he or she is likely spending time on LinkedIn. Focus efforts on a few key content types and platforms where you can succeed and reach the decision makers that matter most.
For years, marketers depended on broad reporting statistics for their fintech marketing campaigns. CMOs evaluated their print ads, billboards and commercials on cost per impression, readership, viewership, etc. It was difficult to measure the ROI of a print advertisement and directly connect closed sales to marketing campaigns. Today, fintech marketers are faced with a different problem, an overwhelming amount of data.
Since the beginning of social media there have been a wide range of uses. Whether you’re sharing a picture of your breakfast or opining on this season’s The Bachelorette, social media has created an equal playing ground for reaching out to just about anyone.
For banks and credit unions, social media represents an important channel for direct interactions with your institution’s customers – but within a public forum. Because of its nature, social media has introduced its own set of rules in terms of effective communications. Responding quickly and appropriately can often turn a negative into a positive, while not responding at all can sometimes turn a small issue into a much larger one. Here are a few “do’s and don’ts” to responding to social media comments and what we can learn from real-life examples:
Social media is frequently viewed as a B2C marketing strategy that other companies needn’t bother with. However B2B companies, and fintechs in particular, can gain enormous benefits from a well-rounded social media strategy. According to the Content Marketing Institute’s annual report, 61% of B2B marketers increased their use of social media for content marketing purposes compared with one year ago. By taking a customized approach and carefully considering unique goals and key performance indicators (KPIs), fintechs can create and maintain a social media strategy that supports business objectives.
In any fintech marketing campaign, you’re probably using some form of content to attract leads, right? You’ve created exceptional content that your audience will enjoy and hopefully, act upon. Producing high quality content requires a lot of resources. You want to get maximum exposure, but you also need to get a measurable return on your investment
This often leads to the question: to gate or not to gate your content? To determine an answer, you must first understand what each of these terms means.