Name: How fintechs can use content marketing to generate sales
Uploaded: 2023-09-05T12:59:42.645Z
Duration: 644.12
Description: Mastering the art of content marketing with fintech marketing consultant Araminta Robertson. Tune in to learn some proven strategies for fintechs to capitalise on - to gain leads, conversions and sales.

FINTECH FUTURES 2023 GENERATING SALES ROBERTSON D2_1.mp4

GENERATING SALES ROBERTSON D2_1.vtt

English

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Hi everyone.

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My name is Araminta and I run

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Mint Studios, a content marketing

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agency for the Fintech industry.

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We help Fintech companies

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turn their website blog into a

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customer acquisition channel.

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The best way to explain.

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How a good content program works

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is to first go through some of

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the most common mistakes that

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I've seen Fintech marketers make.

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The first one is not spending enough

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time or not investing enough time into

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understanding who their ideal customer is.

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Usually marketers would rely on an

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old persona document, or guesses,

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or are brainstorming sessions.

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And there's nothing inherently

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wrong with that, but it's just, it's

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very hard to understand what your

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customer pain points are if you don't

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spend the time doing that.

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And then of course, when you don't

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understand who your ideal customer is,

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it's also very hard to create content

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that's compelling for them, and also

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that will help you reach your, targets.

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The second issue that I've seen

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Fintech marketers make is create

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content that's for everyone rather

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than for the person who's gonna

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eventually purchase the product.

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And that's because often there's not

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enough time that's been spent into

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understanding who the ideal customer is.

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So what happens is there's a lot

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of content out there that's for

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beginners and for kind of anyone

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who'd be interested in the topic

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rather than their ideal customer.

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The third issue that, or the third mistake

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that I've seen fintech marketers make is

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have a writing process

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that leads to misalignment.

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So essentially what often happens is the

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writings outsource to a writer who doesn't

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know perhaps the customer pain points,

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doesn't know much about the product, and

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might not know much about the company.

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And in that case, it's then

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really hard to create content if

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you don't really understand what

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the customer pain points are.

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And that's how you end up with

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content that's recycled from Google.

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Because when you don't know who your

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customer is, you end up doing desk

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research and, basing it  on that.

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And then finally, the final mistakes that,

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that I've seen fintech marketers make is

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not using the right metrics to track the

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success of their content so that the most

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common metric is usually traffic, right?

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Traffic to your website or to

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the posts that you're, posting.

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But an increase in traffic doesn't

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always equal an increase in sales.

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And so you end up in a situation

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with where content is bringing

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a lot of traffic, but it's

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actually not making a real impact.

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And putting all these different

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mistakes together, that's

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how you end up in a situation

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where you've got, you're generating

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a lot of content, but it's not

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making the impact that you'd like.

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And that's why I call it the Tower of

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Pisa, because you don't have a very

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strong foundation and you end up with

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a program or content marketing that

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eventually falls down and doesn't

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serve the purpose that you want to.

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So what's a process

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that's a bit more robust?

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One that actually works?

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The reason that, as we've mentioned

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earlier the reason that a lot of

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Fintech programs fail and Fintech

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content programs fail is because of

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a lack of initial investment into

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understanding who that ideal customer is.

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So that's why when we start working with

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Fintech Company, we spend over a month

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understanding who that ideal customer is.

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What does that look like in practice?

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Usually that involves interviewing

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salespeople, product people, growth

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people and really trying to understand

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who is the ideal customer, who are the

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people who bring up the most amount of

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revenue, that stay with you the longest,

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that require the least amount of support?

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And then what are the problems?

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What are the pain points?

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Why are they picking your

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product over a different product?

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Once we've spent that time understanding

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who the ideal customer is, it's a lot

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easier to then create a contact strategy

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that focuses on the objective at the time.

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So in our case, it's mostly sales.

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That's why when we spend that

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time understanding who the ideal

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customer is, we usually then go on

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to create a contact strategy that

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focuses on targeting those people.

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The, bottom of the funnel.

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As we usually describe it.

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So these are people who know who

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their what the problem is know

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what the solution is and are

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and, are actively looking for it.

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So we usually start with those people.

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Once we've spent that time

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understanding who the ideal customer

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is it's a lot easier to then

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create the right content for them.

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And that's the second step of the

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process, which is writing content for

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your ideal customer rather than just

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anyone who'd be interested in the topic.

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And that's just something that you

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need to commit to creating content

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for them and not just for everyone.

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If you're targeting heads of payments,

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CTOs, you wanna make sure that you're

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writing something that's in depth

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and for their level of knowledge.

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The third part of the process is then

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the easiest way to create that content

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for them is to base your content on

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interviews with experts, with internal,

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experts on your team by asking your

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writers to interview someone on your

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team and create content based on that.

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It's a lot easier to then click

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something that is advanced that

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genuinely adds to the conversation

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and is based on expertise.

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And then finally, make sure that

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you're tracking the right metrics.

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As we've mentioned earlier, a lot

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of the mistakes that marketers make.

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Is tracking the wrong metrics.

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But what we do is we focus on tracking,

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in our case, sales related metrics

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that we can then say, okay, this

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piece of content is genuinely working.

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And with that process that we call like

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more of an Eiffel Tower rather than the

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other one, which is more for Tower of

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Piza, we describe it you can then build

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on that and create a contact program that,

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gets real results for your company.

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The best way to understand how

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this looks like in practice is to

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go through a real life case study.

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Parpera is a neobank for freelancers.

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So think of it as a Monzo or

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a Starling but for freelancers

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and based in Australia.

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And the founder Daniel came to me a

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couple of years ago and said we need

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to help with our content and we want

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it purely for, customer acquisition.

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So we put our process into place

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and, this is what it looked like.

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First of all, we spent about a month

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and a bit interviewing the people on

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the prop team to really understand

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who their ideal customer was.

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So in this case it was freelancers.

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And we did quite a few interviews to

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understand what their pain points are.

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So for example, freelancers in Australia.

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They don't like most accounting

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platforms because most accounting

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platforms are built for large

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businesses or for accountants,

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not really for the freelancer.

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Banks in Australia charge a lot of

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hidden fees, and often if you want to

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open a bank account in Australia as a

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freelancer, you have to go in person.

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So there's quite a lot of these

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pain points that we uncovered.

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And that help direct the, content

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strategy because then we can really

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understand, okay, our ideal freelancer

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at this point in time is the one who

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already knows they have a problem, is

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already looking for a solution and is

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actively looking for that solution.

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And so based on that initial research,

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we were then able to put together a,

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strategy to, to target those freelancers

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and then came the content creation part.

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So first of all, we made sure that

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the content that we were creating,

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Was focused on, those freelancers and

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written for their level, and in order

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to make sure that it was based on

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expertise and not just Google research

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a lot of the content was based on

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experts.

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So we interviewed the founder

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many times to make sure that we

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went in detail about the product.

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We interviewed an accountant in

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Australia to get some details

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right about the tax situation.

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And we interviewed a business coach

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over there to also get some content

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on how to grow your finance business.

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Based

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On that research and then creating

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that content we were able to get

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to a point where we were creating

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content on a regular basis that

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was targeting the right people and

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was at the right level of quality.

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Six months later the website blog took off

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and we saw a big increase in page views.

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But most importantly, a big

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increase in conversions and leads.

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Eventually, the content that we

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were generating ended up being

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more cost effective than a lot of

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the ads that Parpera was doing.

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And to this day, the website two or

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three years later is still generating

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customers month in and month out.

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Some examples of the content that

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we created was stuff like Air Wallex

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versus TransferWise versus Parpera.

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So clearly someone who's typing

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this up is someone who already

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knows they have a problem, right?

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They already know that they're

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looking for an FX or a payment

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support and are actively looking for

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it while they're going on Google.

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So we were targeting them.

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Another one was, How to open a

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bank account as a sole trader.

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That one's pretty self-explanatory.

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Another one was how to generate

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an invoice as a sole trader.

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So we were really creating content

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that we thought, That someone who you

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know, clearly is looking for a solution

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like Parpera might be interested in.

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And this is just an example of how we

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started with the bottom of the funnel.

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We decided to start with those at

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the bottom of the funnel and then

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eventually we would work our way up.

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And the result is that you get

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results a lot more quickly and

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you start learning about your

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customers a lot more quickly as well.

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So what are the key

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takeaways from this session?

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First of all, make sure that when you're

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coming up with content ideas, It's

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based on customer research and not just

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an old persona document or guesses.

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Second of all, when you're creating

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content, make sure that it's written for

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the level of knowledge of your audience.

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So for example, if you're writing

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about direct debits, don't

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write an article that's like,

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"What are direct debits?"

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Instead, go into detail about how your

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API works, when does it make sense to

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use a direct debit API, how does it work?

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Third of all to make that process

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even easier, ask your writers to

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interview experts on your team so

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that your content automatically

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already adds value is interesting,

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it's different and also it

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actually comes from you.

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So it really does help

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position you  as an expert.

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And then finally, make sure that

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you're tracking the right metrics.

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If you really wanna know whether

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your content's working or not,

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you need to use metrics like

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conversions, leads, and sales.

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That way you really know if it's working.

understanding who their ideal customer is.

The third issue that, or the third mistake

writings outsource to a writer who doesn't

And then finally, the final mistakes that,

success of their content so that the most

understanding who that ideal customer is.

Explainer

Mastering the art of content marketing with fintech marketing consultant Araminta Robertson. Tune in to learn some proven strategies for fintechs to capitalise on - to gain leads, conversions and sales.