Hope more or less you defined your FinTech marketing strategy, you follow the inbound methodology:
- Created a blog and start filling it with relevant content.
- Set up your social media channels, start to post tweets and share insightful observations about your industry.
- Your added CTA’s take potential customers through to landing pages so you start grabbing those all-important leads.
Are you sure, time and energy you’re pouring into your marketing strategy is having a genuine impact on your ROI?But how to measure it?
1. Website. Blog Post. Visitors & Views
Find out what resonates with your audience so that you can post content that they’ll want to read. Don’t forget to use analytics’ software, to monitor your views/visitors of posts. Define which posts are a hit with your readers (and which are a flop).
If you see a post on a certain topic performs really well, think of it as a potential direction for a full campaign.
Maybe your readers are especially interested in cash out software, for example. So you could start by writing a post or 2 with an overview of cash out software, then more, the week after on how businesses have used it, and more still on the software you would recommend.
Later your blog becomes the go-to destination for information on cash out software and you’ve established yourself as a savvy, trustworthy thought leader.
2. Social Media Impact
There is a lot of social media channels that you can use to generate traffic for your business. Every social media channel has a different user base with certain content types that perform better on that platform than elsewhere. Pics in IG vs Video in Tiktok.
Maybe you do everything right on a certain social media and still receive nothing, because it’s simply not the right fit for your business.
Visual channel like Instagram, even though it may be the platform for your ideal customers and have the highest levels of brand engagement, may be difficult to work with if your product is intangible.
If you develop a popular bitcoin wallet, it’s tough to take a cute photo of. Let’s face it, it’s never going to be a skateboarding cat (google it, it’s funny 😂)
After your research, decided on which channels would be the best ones to be, post content regularly and keep a close eye on what gets the most engagement.
Monitor several channels all in one place and break it down by campaign so you can get a really clear overview of how your social content is performing. Next time I prepare a list of such software.
In common, posts with images and hashtags (check its volume before using) perform best. Even better is if you can link your commentary (in a natural way) to a currently trending topic (#CoronaVirus go away!😂😂😂).
Using your monitoring software, you can check graphs and watch your reach, follower number and clicks steadily rise.
3. Call – to – Action. Click – through Rate
It is nice you have the website /blog, social media with plenty followers.
But keep in mind what you really need is lead people through your sales funnel by clicking your CTAs.
Your solid CTA click-through rate is a proof that you’re providing valuable content and people are interested in the services and products you’re offering.
If your % seems low, it might be worth conduct A/B testing until you hit on the right spot. But remember A/B testing will be reasonable if you have 5k observations for each according to Nielsen Norman Group methodology.
Experiment with the location and colour of your buttons. Try to use a contrasting colour and experiment with placing CTAs in sidebars, at the end of posts and in the middle of copy.
When you covered all blind spots, your CTA click-through rate steadily rise.
4. Landing page conversion rates
Converting visitors into leads is the most important goal of your FinTech marketing strategy.
A visitor usually does not jump straight from reading a single piece of content to becoming a loyal customer that you can delight for years to come. They have to go through the stages of the inbound marketing methodology and you have to earn their trust.
Keep eye on the performance of your landing pages, analyse which ones are working best for you and why. There will be 1 or 2 are doing better than others, sometimes by a significant margin.
What exactly does make it so effective? Does it offer an especially attractive and valuable piece of content? What kind of information does it require from the potential lead?
5. Traffic sources
This metric of FinTech social marketing channel will guide in all your marketing activities and campaigns.
The objective is to create a lean marketing strategy that works as hard as possible for you and your business. The only way to do this is define which streams bring in the most traffic and potential leads, and focusing your energy on them.
Maybe you even did not consider that channel to make important in your marketing plan. Possibly you put all your staff to work on your website and social media, when actually, it’s the few posts you’ve done on niche, dedicated forums that have been having the most impact.
Keep a close eye on which keywords people are searching for when they come across your business organically. You can use these words to guide you when it comes to developing content ideas and themes.
Your business and product is unique, and your approach to marketing should be too. Don’t feel like you have to do what everyone else is doing just for the sake of it.