More than three-quarters (76 percent) of B2B (business to business) organizations — including B2B fintech companies — have a formal marketing plan.
Are you part of this group, or do you need help fine-tuning your marketing strategy? If you fall into the latter camp, you’re in luck.
In this blog, you’ll learn how to create a B2B fintech marketing strategy that brings you closer to your goals.
Step 1: Establish a Budget
Start by clarifying your budget. How much money can you allocate to marketing?
Remember that you don’t need a massive budget to promote your fintech company successfully. Many effective marketing techniques, such as search engine optimization (SEO) and blogging, can be done without spending much (or any) money.
Step 2: Set Goals
What do you want to accomplish with your marketing strategy?
Do you want to drive more traffic to your website? Are you interested in encouraging people to sign up for your email list and download your free lead magnet?
Once you know your marketing goals, you can start developing a more in-depth plan for how you and your team will achieve them.
Step 3: Conduct Audience Research
Conducting audience research and defining your ideal customer will give you something (or someone) concrete to imagine when creating content or promoting your business.
Here are some factors to consider during your research:
- The person’s job position or role
- Company size and revenue
- Who the person reports to
- Personality qualities (conservative, analytical, adventurous, etc.)
- Common objections
When you know whom you’re addressing with your content, you can adjust the style and tone to match their personalities, preferences, and pain points.
Step 4: Outline the Buyer’s Journey
The B2B buyer’s journey is long and not always linear. It typically involves the following stages, though:
- Problem identification
- Solution exploration
- Requirements building (what should the purchase do?)
- Supplier selection
- Consensus creation
There may be additional steps between these, or the buyer may jump back and forth between a few stages before they reach a consensus. Outline the specific journey your buyers go through, then consider how you can reach them at each stage.
Step 5: Update Your Website
A strong online presence — including a well-designed website — is critical to your B2B fintech company’s success. Make sure that, at a minimum, your website includes the following pages:
- About Us page
- Product or Services page
- Blog or Resources page
- Testimonials page
Don’t forget a Contact Us page, so people know how to reach you, too!
Step 6: Prioritize SEO
Search engine optimization or SEO strategies make it easier for people to find your company’s website online and learn about your products or services.
Here are some of the most well-known SEO tactics to employ:
- Include relevant keywords in your content
- Make content easy to scan with clear headings, bullet lists, and short paragraphs
- Decrease website loading speed so people can access content sooner
- Update your website to make it easier to navigate
Regularly update your website with new content, too. The more pages you have on your site, the more opportunities you have to show up in people’s search engine results.
Step 7. Identify Preferred Marketing Channels
Next, decide where you’re going to share your website, blog posts, and other types of marketing content.
Do you want to publish on professional networking sites like LinkedIn? Do you want to connect with potential clients on Facebook or Twitter?
Go back to your audience research and consider where your ideal customer is likely to spend time.
Step 8: Measure Performance
Pay attention to how your website and marketing content perform. Are you getting closer to achieving the goals you set in Step 2? If not, where can you make adjustments?
Start Developing Your B2B Fintech Marketing Strategy Today
It’s easy to feel overwhelmed by the idea of creating a B2B fintech marketing strategy.
If you follow the eight steps outlined above, though, you’ll be able to develop a plan that works for your fintech company and helps you promote your products or services to the right people.