While on tour in 1995, the manager of the rock band Jefferson Starship was trying to show a club promoter the band’s new, hip website, but he could not remember the URL, so instead searched “Jefferson Starship.” The manager became infuriated when the band’s website did not appear on the first page of results, nor the second or third, but rather towards the bottom of the fourth page of search results. Furious, the manager placed a call in the wee hours of the morning to the website design firm and demanded the band’s website be displayed on the first page of results. No one really knows for sure, but most agree this was the beginning of what we now know as search engine optimization or SEO.
We want to share with you the trends we see in the financial services industry, including important events and media input. As an agency, our goal is to help you. That is why we also post our financial PR and Marketing best practices and opinion articles as a resource for your company.
Industry and community recognition provides a great opportunity to attract new members.
The laborious process of applying for industry awards can prove stressful and painstakingly long for credit union marketers. They may not consider the countless hours of drafting and editing award nominations the most enjoyable work, but the euphoria that permeates throughout the organization after winning makes it worthwhile. Awards play a key role in feeding the public relations and marketing engine, which supports the credit union’s overall business goals. When utilized correctly, awards serve as tools to attract new members, inform existing members of organizational leadership and innovation and strengthen the credit union’s brand.
The right earned media coverage can be a game changer for your business and a key factor in achieving this begins with mastering the art of the interview.
For many fintech executives, interviews can be a bit intimidating – especially when it’s up to you to speak on behalf of your entire company. The good news is that serving as an effective spokesperson is a coachable skill. As an agency, we have had the opportunity to train hundreds of executives and there are a few tips that go a long way toward ensuring that an upcoming media interview converts into great media coverage:
Credit unions have a lot on their plates, from helping members succeed financially to managing branches and introducing new technologies. However, the frequent emergence of shiny new tools doesn’t mean your CU’s marketing team should ignore the important art of storytelling. As community organizations with the philosophy of people helping people, it’s important for credit unions to connect with those people. Sharing authentic stories in meaningful ways can help strengthen member relationships, collaborate with other organizations and grow.
Credit unions have many stories to tell, which presents a significant opportunity as well as a challenge. Endless options and angles can make deciding which story to share difficult. People typically enjoy feel-good stories with thought-provoking takeaways—and luckily, the credit union industry is filled with them.
Financial technology companies interested in working with a public relations firm need to be aware of the very specific benefits that come with hiring an agency that specializes in their industries.
Here are three key reasons to hire a fintech PR and marketing agency.
1. They speak the language.
Financial services companies have their own language, culture and processes that are very different from any other industry. They need people with experience who better understand both the business and social context of the technology they are providing. PR firms that specialize in fintech will be able to create distinctive messaging that resonates with target audiences.
When a company chooses to run a public relations campaign, they need to be able to measure and evaluate the success of the public relations efforts in order to get the maximum value. Without measurement, the resources they dedicate towards public relations will be unfocused and less effective.
So, how can you measure the results and impact of a public relations campaign?
There are plenty of things you can measure, but it generally boils down to output, engagement and outcomes. Looking for a simple solution or report is akin to relying on a single source of truth, therefore the best approach is looking at multiple data points and agreeing on what are the benchmarks of success.
Video, personalization and privacy are key factors for winning over this group of potential members.
If your credit union isn’t already thinking about how to engage with the new generation of consumers, Generation Z, it should be. According to research from Bloomberg, Gen Z is set to surpass millennials in 2019 as the most populous generation, making up about 32 percent of the global population. They are also making a big impact on purchasing decisions. According to Nielsen, millennial buying power is an estimated $65 billion; the working members of Gen Z have already eclipsed that with an estimated $100 billion in purchasing power, according to a 2018 Barkley study.
So you’ve recognized the need for meaningful earned media coverage for your company and have hired a PR agency – that’s great! But now what?
While hiring an agency is smart step in maximizing your public relations results, maintaining involvement in PR activities is crucial to maximize the return on your investment. Even if your agency is well established in the financial services industry, a truism in our industry is that there must be a real partnership between agency and client to succeed, especially in financial public relations.
It’s that time of year again! No, I’m not talking about New Year’s Resolutions or executing on business goals and strategies for 2019…I’m talking about award show season. Many see award show season as a time to recognize today’s top actors, actresses, writers and directors for their achievements in film and TV, however this year’s first major award show has already provided us with a key lesson in public relations that even fintech companies can take note of.
While platforms like GoToMeeting and Skype have proven their worth as effective communications tools for busy executives, there is still a quality of experience that a true, in-person meeting provides which digital means have not yet succeeded in matching. Whether finalizing a sale or securing that key round of funding, fintech executives know that closing that deal usually requires a face-to-face interaction.