Lead gen hacks for growth marketers [part 2]
It’s day one of your new fintech marketing job. You’ve been handed the keys to the castle, told to “press play,” and go.
Your first task: Figure out what’s working, and what’s not.
But where do you even start… Website? CRM? Social media? Content? Bring your new colleagues coffee and donuts to ply marketing ideas from them? (Not the worst idea, actually.)
If you’re ready to overcome the most common obstacles to a successful marketing program, and hit the ground running, keep reading.
Go ahead and jump
Last week, we showed how businesses get addicted to new leads. We laid the groundwork to hop off the treadmill of seeking new leads to the exclusion of customers, to refocus on creating long-term relationships with your customers through great service and regular contact.
This week, we’re sharing 4 marketing obstacles businesses face, regardless if they are a fintech startup or established financial powerhouse and household name.
4 fintech marketing obstacles
This week, we’re sharing 4 marketing obstacles businesses face, regardless of fintech startup or financial household name:
1. No clear, organized marketing process
Marketing, and especially content marketing, is only effective when there’s a clear vision and actionable tasks that are executed consistently. A process.
Each member of the growth marketing team can help document, automate, and implement such systems. This may include steps for topic ideation, writing, and delivery/distribution, or even copywriting, compliance review, design, revisions, and publication.
Most importantly, such systems must be as automated and as consistent as possible, with all team members sticking to a regular schedule and plan.
Need a content marketing delivery system? Swipe ours.
2. Following the “latest” marketing fad
Remember when X was Twitter? And Pinterest was new and shiny? And Snapchat. And Instagram. And TikTok.
It’s never gonna end.
Pick a software or platform to master, test its results, and carefully evaluate the overall benefit to the team before giving it your full attention.
3. Not enough hands on deck to carry out goals… or are there?
Let’s face it, good help is hard to find. However, once you clarify goals and itemize tasks, it’s exponentially easier to divide and conquer all the moving parts.
This goes for everyone from ideation to creation to reviewing, proofreading to executing feedback.
Instead of everyone pitching in to work on the same thing as a group, perhaps it makes more sense to assign people very specific roles in the overall process on repeat (or alternating roles for cross-training purposes).
4. Lack of clarity over efforts and results
It can be difficult to figure out how many baskets there are, let alone how many eggs you should dedicate to each.
In other words, where’s the best place to focus resources for the highest ROI? How often should they be used?
Fintech marketing health assessment
You can perform the following actions on a first-time or ongoing basis. The information you get from these simple steps can not only help you course-correct but also prioritize the needed steps and personnel.
STEP 1: Website Analysis
Evaluate website analytics to understand traffic sources, user behavior, conversion rates, and organic SEO performance or lack therof.
STEP 2: CRM Data Review
Review reporting from the Customer Relationship Management (CRM) system to analyze sales data, customer interactions, and lead conversion rates.
STEP 3: Social Media Engagement
Examine the social media platforms for engagement rates, follower growth, and content performance to gauge brand awareness and audience interest.
STEP 4: Content Effectiveness
Review the existing content marketing efforts to determine which types of content (blogging, videos, infographics, etc.) generate the most interest and engagement.
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Let that percolate in your noggin until our next Insights post when we put digital marketing into distinct buckets and evaluate the ROI of each.
