FinTech services and products are revolutionising the way people interact with money. But, the task of turning strangers into customers of new technologies and then making them promoters of the product is tricky business. There is often a disconnect between a company’s technology and its marketing efforts. This is why inbound marketing is a useful strategy for FinTech products. In contrast to traditional marketing tactics, a FinTech startup doesn’t have to strive for attention in a sea of irrelevant content online.
For effective inbound marketing, search engine optimisation or SEO is essential. It helps increase the quality of traffic to a business’ website. It increase visibility, especially by helping a website rank high among search engine results. This, in turn, can help drive adoption rates.
Content and SEO Go Hand-in-Hand
Innovative FinTech products can help make life easier for customers, by reducing the risk in their investment portfolio, providing cost-effective solutions and increasing returns. The key is to establish trust with the right audience and deliver a strong message that can convert a visitor into a paying customer. But, nascent products and technology have low search volumes. After all, people aren’t going to search for things they don’t know exist!
There are two issues to deal with here – educating the audience about new technologies and getting ranked high on the search engine results pages. So, content marketing and SEO strategies have to work in tandem, where high-quality content feeds SEO.
Use Keyword Analysis Tools
Finding the right keywords to be included in published content is essential for getting higher rankings on the Search Engine Page Results (SERPs). A recent report on the surprising habits of online users searching for FinTech solutions claimed that 49% of keywords used in organic search were branded keywords. For this, a company should have a general idea about what its target audience might look for, which in turn will lead to a list of keywords that should be used in the content to increase reach.
Competitor analysis can be another way to go about this. Figure out the long-tail keywords that will let you craft elaborate content on the existing problems in your industry and how your product will solve them. A/B testing and PPC campaigns are often done by FinTech brands to find the right keywords and drive a new lexicon.
Platforms Frequented by the Target Audience
Considering that the total number of social media users could reach a whopping 2.95 billion by 2020, FinTech companies cannot repeat the mistakes made by traditional banking giants of not having a social media presence. This is where your target audience is, so it is necessary to engage with them on those channels.
Engagement could be achieved through greetings, investment tips, economic reports and information about technology innovations in the industry. Social media has proven to be a great platform for launching new FinTech products in recent years, enabling a phenomenon called “conversational commerce.” The millennial generation has an active presence on platforms like Facebook, Twitter and LinkedIn, and they search for information on these channels.
Detailed messages that link back to your website or product are a useful SEO strategy. This also establishes a brand as a thought leader. Also, it is important to consider the need for crafting content that is relevant to the target audience. For instance, maybe a new technology can be better explained through an explainer video or an infographic, rather than long, text-based posts. Surveys and short quizzes are popular content strategies for FinTech startups to grab eyeballs.
The more attractive and informative the content is, the more likes and shares it is likely to garner. This paves the way to get featured high on the SERPs.
HTTPS Migration and Website Re-design
The business website is the main point-of-sale for your products, and any difficulty in accessing the site can lead to customers abandoning their purchase midway. Outdated code, poor UX/UI design and an insecure domain could stall online conversion. Consider HTTPS migration, combined with website re-designing, to consolidate content and enhance user experience. Content auditing and internal site link analysis can help in increasing the site’s visibility on the SERPs. It will also provide customers increased security and drive credibility.
Something that brands often overlook is the need for detailed analysis. For example, why is a website suffering a decline in organic traffic? Does the answer lie in Google’s algorithm updates or a rise in “dark” traffic? Is there a need to improve on sectional page keyword usage? SEO is a continuous process. High-quality content is not the sole factor that drives it. It is important to evaluate results continuously and solve issues as soon as they arise.