If you represent a fintech brand, you might want to read this.
As the old adage goes, the financial markets do not sleep. How, therefore, can a fintech brand possibly keep ahead of a service that never rests? How can it stay relevant, up to date, and ahead of what is ultimately impossible to predict?
Combine the impossibility to predict trends, with round the clock trading conditions as well as stiff competition and regulatory challenges. Seriously. How can a Chief Marketing Officer possibly prepare their team to handle the marketing needs for financial consumers of instruments like forex, crypto, stocks, equities, committees, indices, NFTs (the list goes on), that fall under the fintech umbrella.
And as if this weren't already hard enough, top level decision makers (CFOs and CEOs raise your hands now) want to see the return on spend, like yesterday.
In such a scenario, no run-of-the-mill marketing approach will work toward creating a strong brand presence, or generating relevant traffic while understanding industry-specific nuances.
No integrated marketing team is possibly resourced enough with people or budget to:
Handle the daily running requirements of a digital marketing department
Manage ALL global digital channels for acquiring new clients
Keep on top of a relevant and updated automation funnel for ALL client lifecycles
Develop new campaigns and methodologies for conversion of leads
Implement new campaigns and regularly optimize them pending performance
And least of all to:
Have time for brainstorming
Stay motivated and committed to their employer
Take regular lunchbreaks and leave on time
Only specialized financial marketing agencies can help inhouse marketing teams to survive this challenge. Why? Because no single marketing team is equipped, resourced or financed enough to specialize in every single digital marketing technique that an effective 360 degree strategy demands.
Consider that a good marketing strategy is like an iceberg - forgive the analogy. The actual tip or tipping point that makes a financial consumer commit to that brand, is upheld by an entirely submerged iceberg of digital marketing techniques. Submerged and unseen beneath the tip (to continue the analogy) is a strong branding strategy, an onsite and offsite SEO strategy, a reputation, communications and automation strategy and so on.
In our view, having worked both inhouse and agency side, it takes a combination of in-house expertise with a specialized marketing agency to manage to keep on top and yes, AHEAD of the workload.
Take advantage of the years of specialist training that marketing agency staff can offer. Take advantage of their comparative industry insights. Their network. Their negotiated pricing. The tools that they pay for.
Using an agency now isn’t a weakness, it’s a strength, when you consider that they can access inventory and pricing that your team would struggle to attain. All agencies aren’t created equal, of course. Consider an agency that has aged with your industry, and knows all its wrinkles and can see through all its lies. Choose an agile agency, unafraid of new trends, and fusing traditional branding strategies with cutting-edge data-led techniques.
A good marketing agency knows how you can manage daily workload while keeping ahead of financial trends. Be ready for anything. Because - and be honest now - do you know which are the best websites to publish your offsite SEO backlinks? Do you know how many impressions you’re going to get and what click through rate you can expect from a digital marketing spend? You like the website, sure, but is it the right website for your strategy?
To continue with the rhetorical questions that we know the answers to; Do you have the capacity or budget to A/B test your campaigns? To keep your website’s SEO score high? To translate your thought leadership content? To develop new automation strategies? To build a positive online reputation? To distribute a time-sensitive promotion instantly and across all channels to multiple markets?
A good marketing agency knows how to help you keep on top of this, and honestly at minimal effort by using powerful, yet low cost technologies. A good marketing agency uses only the best publishers for your market, suggests the best SEO techniques for your strategy, the best content for your messaging - and all with your budget in mind.
Any business desiring high growth and great success on the horizon needs more hands on deck. This is a fact. Unless you have high-end specialists in SEO, community management, web design, content, digital, comms, automation, data analysis, PPC platforms, social media and a full-stack developer on hand, you might want to ask for some help.
Above all, the financial industry is one based on trust. And the highest compliment for any marketing agency goes to the one that has withstood the test of time. The financialmarkets.media team has been bringing top results - because that’s ultimately the most important thing - for 25 years. Its recurring clients - both big and small, old and new, give credit to the credibility of its services, namely high quality SEO, digital display and communications.
They act as an external arm to your inhouse team. They work to deliver results and they don’t mince their words. Is your content poor? Your messaging weak? Your reputation shady? They will tell you. They will help you. They will propel you.
Namely, they will institute your brand as an authoritative voice in the marketplace through strategic media placements, press releases, and educational content, leveraging the power of latest technology and data to guide all decisions.
The generalist marketing agency may not grasp the intricacies of financial products or understand the concerns of a financial audience. An agency specializing in this industry can give insight into very complex topics: market trends, trading strategies, or even regulatory news. Such insight shapes campaigns and content that strike a chord with financial decision-makers, helping forge relationships for long-term value.
So, to answer the initial question; can financial marketing keep ahead of the markets? The answer is yes. With a little bit of help.
Think about talking to a specialized marketing agency, to fuse traditional branding strategies with cutting-edge data-led techniques for your financial brand. FinancialMarkets.Media is an award-winning global leading marketing agency for financial and fintech companies, with years of proven success in helping brands reach their digital goals. From SEO and media buying to press releases, social media, and content marketing.
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