Customer experience is one of the most important success factors to any FinTech business. Getting a clear picture of who your ideal buyer is becomes essential in your marketing efforts.
To identify your FinTech audience, you need to understand what channels they use, their preferences, their needs and how you can provide a solution for them. Instead of reaching out to everyone in the market, FinTech companies should focus on their niche and the value their product or service can offer.
As you build a specific target audience, you will need to brainstorm ideas on how to appeal to them and attract prospective customers.
Make a List of Keywords
When anyone looks for a technological solution the first they do is search on Google. Hence, looking for a potential list of targeted keywords is the first step. It’s critical to have your content rank well for the words that your target audience is searching for.
Do some keyword research. You can use paid or free tools to get an idea what keywords are competition-heavy and which ones have the potential to bring you traffic. Tools like Ahrefs enable you to filter and rank keyword phrases as well as compile an analysis on backlinks found on the most popular website.
When you create content, provide answers to what your ideal buyers may be asking and make sure to include relevant keywords as well. This ensures you are attracting the right kind of traffic, at the right time, to your website.
There is an ocean of data and content online. Search algorithms have evolved, but users have adapted too. Now users may use longer search queries in order to find the answer to that specific question they have. This is especially true if they are using voice search, which is highly popular on mobile apps.
Have a clear structure to your website that takes into consideration search engine optimization. Use one broad keyword as the main topic, but you branch out in different sub-topics with specific features and answers. By connecting web pages and blog posts to the primary keyword, search engines have a comprehensive view of your website and content.
A pillar page is a resource page that provides relevant and quality content on a core topic and links to other supporting subtopics. By creating content around core topics that are relevant to your customers’ needs and goals your content drives more traffic and guides visitors on your site providing a pleasant experience.
From a prospect to a paying customer is a single step. To convert prospects you need to offer something valuable for them and encourage them to take action. A well designed call-to-action makes it clear which action to take next and makes it easier for the user to move down the sales funnel.
Make sure that call-to-action buttons guide the visitor to a page that will allow them to convert, and it should not be another re-directing page. This way, you can nurture leads that have expressed an interest in your company.
Once you have an incoming flux of leads, these can be met with timely and relevant communications according to where they are in the buyer journey. Marketing can nurture leads that are not ready to buy with content and promotions, while the sales team can engage in more detailed conversations with leads further down the sales funnel.