The 5-step FinTech marketing process to ensure you don't spin-you-wheels.
Did your parents or a teacher ever suggest you should put your brain into gear before talking? Yes - me too. It’s a comment that’s been offered up on many occasions.
And it’s just as true in Fintech Marketing. Working at pace. Industrious. Getting things done. But that’s where it can all go wrong. It's a common error for FinTech marketing teams to make - dive straight into communications before doing the groundwork. Without some simple foundations, we can either miss the target, or miss the point (or both). And if by chance the campaign has hit a sweet spot, are colleagues briefed to engage (eg on social media amplification) and are we ready to deal with the enquiries. One or all of these things will reduce the chance of success.
So, yes. Get the marketing brain in gear, think about what we're about to say. Who exactly are we talking to, what do they want/need to hear, what will make them lean into the conversation – is everyone around us ready to get on board, are we ready to handle enquiry and query?
This simple flowchart will help. The process doesn’t need to take long either. It ensures everything's been thought through, about what we're saying, to who, through what channels. Colleagues and the operation is briefed and ready.
Seek
Gather insight – what do we know about our audience, our competitors, market trends, what are clients or colleagues on the ground saying.
Think
What is the insight telling us in relation to our brand, product and service. To ensure there's a compelling and differentiated mess (not me too), this is often a point where marketing need to put in a challenge – an incentive or guarantee for example to raise the bar. Brand and product/proposition provide the bridge between "Seek" and "Talk".
Create
With the first two stages complete, the creative process begins – campaign idea, message positioning, communication channels and contact strategy.
Act
This is the process of tightening the nuts and bolts. Ensure internally the operation is briefed and ready. Colleagues usually love to engage with marketing campaigns - and they can really help to do their bit to boost visibility by sharing, but they need direction, and a little bit of encouragement. Ops teams need to be informed - are outbound telephony or inbound sales fully briefed and ready to respond? No loose ends.
Talk
The campaign hits the road – but this isn't a time to sit back. Deploy and then actively manage. Test and measure - what’s working / what’s not, get feedback, refine and improve.
A simple but highly effective model - campaigns hit the spot, they are more effective - and they don't create any avoidable hassle internally
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