Over three-fourths (76 percent) of marketers use content as part of their lead generation strategy.
Are you feeling frustrated with or confused by fintech lead generation? Are you struggling to land as many leads as you’d like?
If so, your content is likely part of the problem. Consistently producing quality content helps you gain your audience’s trust and move them through the marketing funnel.
Discover how to use content marketing to generate more leads today with these seven tips.
1. Create the Content Your Audience Wants
The more you know about your financial services business’s target audience, the easier it is to produce content that earns their trust and gets them interested in learning more.
Start by learning about your ideal clients. What are their average age and income level? Where do they live? What unique challenges do they experience?
It also helps to listen to your target clients.
Pay attention to what they’re posting on social media. Are they asking questions that you can answer in a blog post or video? Are they expressing specific fears that your financial services could help them manage?
2. Focus on Top-of-the-Funnel Content
Top-of-the-Funnel content should catch people’s attention when they’re in the “awareness stage.” At this point, they’re looking for information and a solution to a particular problem.
If you can plant seeds early and ensure these people are aware of your business, you’ll have an easier time moving them through the later stages of the funnel and encouraging them to invest in your services.
Examples of effective top-of-the-funnel content include educational blog posts, videos, and social media posts.
3. Provide a Steady Stream of Content
Say someone comes across your website when looking for information about retirement accounts. They might be intrigued by the initial blog post they find. However, when they look closer at your website, they see that you only have that one blog post and no other content.
In this case, they might not be interested in continuing to engage with your financial services business. If you don’t provide a steady stream of relevant and helpful content, your prospective clients may look elsewhere for their information (and, eventually, services like those you offer).
Ensure you consistently update your website, social media profiles, etc., with new, valuable content.
4. Continuously Monitor and Update Landing Pages
A well-designed landing page can help you generate leads by collecting email addresses, phone numbers, and other important information.
To see the best results from your landing pages, you need to continuously monitor and update their performance based on what you observe.
Experiment with different layouts, images, videos, messaging, and typography to see which combination helps you generate the most leads. A/B testing allows you to isolate specific variables and see which ones work best for your business.
5. Segment and Personalize Content
When sharing content with your audience, such as marketing emails (which are a staple example of middle-of-the-funnel content), it helps to segment and personalize messages to specific recipients.
Dividing your audience into smaller groups allows you to adjust your subject lines and other messages, tailoring them to different audiences and making them feel more personal. Personalization, in turn, helps you build stronger connections, nurture relationships, and move people through to the bottom of the funnel.
6. Step Up Your SEO
All your marketing content, from blog posts to your business’s “About Us” page, should be search engine optimization.
With the help of search engine optimization (SEO), you increase the likelihood that people will find your business’s website through organic searches. For example, if you’ve optimized your website well, it will show up near the top of the page when people search for tax accountants in their area or financial advisors for startups.
You can improve your business’s SEO with tactics like keyword research (to ensure you’re using the right word and phrases in your content) and proper content formatting (using short paragraphs, headings, bullet lists, etc.) to make content easier to read.
7. Partner with Other Professionals
Partnering with other industry professionals helps you add credibility to your business and encourage people to trust you with their financial needs.
Consider linking up with other businesses that offer services or products that complement yours and produce content — such as an eBook, white paper, blog post series, or video series — together.
You both benefit from this collaboration, and you get a chance to build your professional network.
Level Up Your Fintech Lead Generation Strategy Today
Lead generation can be challenging, especially for financial services businesses that have a lot of competition within their industry. Follow the guidelines discussed above to improve your content marketing approach and use content to generate more leads.
If you need more fintech lead generation assistance, contact us at Fintech Content Marketing today. We help with content creation, content strategy, SEO, and more.