A mere 9 per cent of marketing professionals worldwide would describe their existing content strategy as “excellent.”
Are you part of this exclusive group? If not, it’s time to make some changes.
One of the most effective steps you can take to improve your fintech company’s content marketing strategy is to establish a funnel.
Find out why your marketing strategy should start with a funnel below.
What Is a Marketing Funnel?
A marketing funnel is a visualisation that describes the average customer’s journey with your brand. It has three primary levels:
Top of the Funnel
The top of the funnel — the broadest part of your marketing strategy — is tied to the awareness stage of the customer’s journey.
At this point, people are just starting to learn about your company’s products or services. They might be searching for answers to specific questions, for example, and come across a blog post on your website that gives them the information they’re looking for.
Middle of the Funnel
When the prospective customer reaches the middle of the funnel, they’re aware of your company and the product or service you offer. They’re also in the consideration stage, meaning they’re — you guessed it — considering buying what you’re selling.
At this point, people need more in-depth information about your fintech company and what you have to offer. They might decide to download an eBook to learn more about how your services can help them achieve a specific goal, or they may choose to check out a case study showing how you’ve helped someone like them in the past.
Bottom of the Funnel
When someone reaches the bottom of the funnel, they’re aware of your company, are thinking about buying what you’re selling, and just need an extra push to move forward and make a purchase. They’ve reached the decision-making stage.
The content at the bottom of the funnel should provide that last nudge. For example, you might offer a discount code or a free trial to encourage the customer to take the next step and invest in your product or service.
Why You Need a Marketing Funnel
Taking the time to understand your customers’ journey and developing a marketing funnel offers a variety of benefits. Here are some of the top reasons to take the time to create a funnel:
Increased Trust and Credibility
When you create content for different levels of the marketing funnels, you have more opportunities to build credibility and gain your audience’s trust.
For example, when you share blog posts answering frequently asked questions, you establish yourself as an authority in the fintech space.
Conversely, when you publish more detailed content, like eBooks and white papers, you provide more detailed insights into what your business offers and what sets you apart from your competitors.
More Insight into Your Audience
After you publish content for different levels of the marketing funnel, you can analyse those different types of content and gain valuable insights from them.
For example, you might learn more about the particular demographics of people who read your blog posts and notice some overlap between them and the people who go on to download your eBooks. You can then take that information and use it to create more detailed and effective buyer personas.
More Targeted Marketing Efforts
Once you know more about your audience, you can start creating more targeted and personalised content for different levels of the marketing funnel.
The more targeted your content is, whether you’re writing a social media post or putting together an eBook, the easier it will be for you to connect with your audience and see more meaningful results.
Naturally, when you build trust with your audience, learn more about them, and create more personalised content, you can generate more leads and, eventually, increase your sales. A well-designed funnel allows you to give people the information they want and need and persuade them to choose your business over your competition.
Increased Customer/Client Retention
If you continuously put out quality content — especially if it’s geared toward people at specific stages in their buying journey — you’ll have an easier time retaining customers and clients.
Generally, people respond well to content that is tailored to them and their needs, and they’ll be more loyal to your business if they know they can trust you to share relevant and compelling content.
Get Started on Your Marketing Funnel Today
Starting your marketing strategy with a funnel can have a massive impact on your ability to connect with your audience, learn about your customers, generate more leads, and make more sales.
If you don’t already have a marketing funnel, make 2024 the year you create one!
Do you need help developing a marketing funnel for your fintech company? If so, let our team at Fintech Content Marketing assist you.
Contact us today to get started.