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• Fintech Content Marketing : 10 Best Practices & Growth Strategies

  24 juillet 2024, par Erin

  Content marketing is an effective strategy for growth and building trust. This is especially true in the fintech industry, where competition is intense and trust is crucial. Content marketing helps you strengthen customer relationships, engage your audience, and differentiate yourself from competitors.

  To get the most out of your fintech content marketing, you need to develop the right strategy.

  In this guide, we’ll cover everything you need to know about content marketing for fintech companies so you can expand your reach and grow your business.

  What is fintech content marketing ?

  Fintech content marketing is creating content around financial topics on the internet to attract, engage, and convert audiences.

  Fintech companies can use a content strategy to drive leads by creating educational content.

  

  While financial content is important, it’s easy for it to feel boring, unrelatable, or confusing. But, when done right, fintech companies can educate their audiences with great content marketing that helps their audience understand financial topics in-depth.

  Fintech companies can create written, audio, or video content to inform their audiences about financial topics they’re interested in.

  From there, each piece of content can then be distributed to different mediums :

  • Blogs
  • Website
  • Facebook
  • YouTube
  • Instagram
  • Other websites
  • Apps
  • And more

  Once content is distributed, fintech companies can then analyse how effective the content is by tracking web analytics data like search engine traffic, social media engagement, and new customers.

  7 reasons fintech companies need content marketing

  Before we dive into fintech content marketing best practices, let’s recap why fintech companies need to lean into content to grow their business.

  Here are seven reasons your financial company needs to deploy a robust content strategy :

  

  1. Reach new audiences

  If you want to grow your fintech company, you need to find new customers. Creating content is a proven path to marketing yourself online and attracting a larger audience.

  By using search engine optimisation (SEO), social media marketing, and YouTube, you can expand your audience and grow your customer base.

  With content marketing, you can find new audiences without needing a massive budget, making scaling easier.

  2. Engage current audience

  While content can be a powerful method to reach new customers, it isn’t the only thing it’s good for.

  If you want to grow your business, another way to leverage your content is to keep your current audience engaged.

  You can create financial content to educate, inform, and add value to your current audience who already knows you. Repurposing content between the different platforms your audience is on keeps them engaged with you and your brand.

  It’s a simple way to capture and keep the attention of your audience, build trust, and convert more prospects into customers.

  3. Build relationships with customers

  You should leverage content marketing in various spaces, such as social media, your website, a blog, or even YouTube. Creating content on different channels allows you to build relationships with your customers on autopilot.

  The general rule in marketing is that the more touch points you have with your customers, the more you’ll sell. Creating more content means you always have new opportunities to increase those touchpoints, build deeper relationships, and sell more.

  4. Grow authority in a space

  If you want people to trust you and your financial tech, you need to be seen as an authority. How can someone trust that your app or web platform will help them with their finances if they don’t trust you’re a financial expert ?

  You should use informative content to become a thought leader in your space. You can post content on social media or your own platforms.

  You can also spread your authority by leveraging other brands’ or influencers’ audiences through guest blog posting and guest podcasting.

  5. Drive new leads

  Content marketing isn’t just a fun hobby for businesses. It’s one of the smartest ways to drive new leads.

  You should be crafting content for your top-of-funnel marketing strategy to attract potential customers.

  Creating content consistently is a great way to bring in new audience members into your funnel.

  Once you grow your top-of-funnel audience, you can convert them into leads by getting them to join your email list or trial your financial software.

  One tip to get more out of your content strategy is creating evergreen content to continually drive leads. For example, create “set-it-and-forget it” blog posts or YouTube videos that will continue working for you daily to attract new audience members searching for helpful financial information. Then, provide a call to action on that content to join your email list (by leveraging a lead magnet).

  6. Convert prospects to customers

  When you have a continual flow of new top-of-funnel prospects, you always have a fresh cycle of prospects you can convert into customers.

  Content is primarily used to attract new audience members and engage your current audience at the top of your funnel. But it can also be used to convert your audience into customers.

  Try mixing up your content types to drive conversions :

  • Educational
  • Entertaining
  • Promotional

  Don’t just show off educational content.

  You should also mix in “authority” content by displaying case studies of user success stories and calling to action to sign up for a free trial or request a demo.

  7. Lower Customer Acquisition Cost (CAC)

  On the business side, if you want a marketing strategy that will keep expenses low long term, you’ll want to invest more in content.

  Content marketing has a great return on investment (ROI) for your time and effort.

  Why ?

  Because the customer acquisition costs (CAC) are so low.

  You can create content that can bring in leads for months if not years.

  If you only use Google or Facebook ads to drive new leads, you always have to “pay-to-play.” When you turn the advertising tap off, your leads dry up.

  But, with blogs and videos, you can create content that can bring in organic customers on repeat. It’s like a snowball effect that keeps going long after you’ve completed the initial work.

  10 fintech content marketing best practices

  Here are ten best practices to establish a strong content marketing strategy as a fintech company :

  

  1. Set SMART goals

  A good content strategy starts with goal-setting. You’ll never get there if you don’t know where you’re going.

  To make sure your fintech content marketing strategy is a success, you need to set SMART goals :

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

  For example, you might set a goal to reach 20,000 blog visits in one year and convert blog visits at a rate of 3%.

  Setting clear content goals will streamline operations, so you stay consistent and get the most out of your efforts.

  3. Be transparent

  Transparency is crucial for fintech companies, as they handle sensitive financial data and, in many cases, monetary transactions.

  It’s essential for you to be open and clear about your products, services, and data practices. By being honest about privacy and security measures, fintechs can build and maintain trust with their customers.

  This transparency not only helps in establishing credibility but also ensures customers feel confident about how their financial information is managed and protected.

  

  4. Take an education-first approach

  Content isn’t just about “hooking” or entertaining your audience. That’s just one aspect of a content strategy.

  The best approach to building authority and converting leads from your content is to take an education-first approach.

  Remember above, when we touched on understanding your ICP ? You need to know your ICP’s interests and pain points inside and out and then map your product’s strengths to those that are relevant.

  Always start with your ICP, then build the content strategy around them based on your product.

  Find connections and identify how your product can address the ICP’s interests and pain points.

  For example, let’s say your ICPs are Gen Z consumers. They’re interested in independence and saving for future goals. Their pain points might include lack of investment knowledge and managing student debts and other loans.

  Let’s say your product is a personal finance app. Some of your benefits might be budget tracking and beginner-friendly investment options. You could create a content strategy around budgeting in your 20s and investing for beginners.

  Content strategies will vary widely based on your ICP. For instance, content for a fintech company targeting those approaching retirement will need a different focus compared to that aimed at younger consumers.

  Remember : practical, step-by-step, value-driven content performs best regarding conversions.

  5. Leverage the right tools

  If you’re going to succeed with content, you need to lean on the right tools.

  Here are a few types of tools you should consider (and recommendations) :

  • Project management (i.e., Asana)
  • Content management system (i.e., WordPress)
  • Content scheduling (i.e., Hootsuite)
  • Design (i.e., Canva)
  • SEO (i.e., Ahrefs)
  • Web analytics (i.e., Matomo)

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  6. Promote your content on different platforms

  You’ll want to promote your fintech content marketing strategy on different channels and platforms to get the most out of your fintech content marketing strategy.

  Start with one core platform before you pick a few platforms to promote your content. You should leverage at least one social media platform.

  Then, create a blog and an email newsletter to ensure you create multiple touchpoints.

  Here are some tips on how to pick the right platform :

  • Consider age range (i.e. TikTok for a younger audience, Facebook for an older audience)
  • Consider your preferred content type (YouTube for long-form video, X for short-form written content
  • Consider your competition (i.e. go where competitive fintech companies already are)

  7. Track results 

  How do you know if you’re on pace to reach the SMART goals you set earlier ?

  By tracking your results. 

  You should dive into your data regularly to ensure your content is working. Make sure to track social media, email marketing, and web results.

  Keep a close eye on your website KPIs and track your conversions to ensure a return on investment (ROI). For more detailed guidance on monitoring your website’s performance, check out our blog on how to check website traffic as accurately as possible.

  Remember, a data-driven approach is the best way to stay on track with your content goals.

  8. Establish a content leader

  Your content marketing needs a leader. You should establish someone on your marketing team to oversee your content plan. 

  They should ensure they collaborate well with different teams, understand social media and SEO, and know how to manage projects.

  Most of all, don’t forget that they’re in charge of tracking your data and reporting to higher-ups, so they should be comfortable with web analytics and know how to track performance well.

  9. Optimise for SEO

  It’s not enough to create a weekly blog post. You could craft the most valuable content on your website, but nobody will find it online if it isn’t optimised for SEO.

  Your content leader should analyse SEO data using a tool like Ahrefs or SEMrush to analyse different keywords to target in your content. 

  A web analytics tool like Matomo can then be used to track results. Matomo offers traditional web analytics, including pageviews, bounce rate, and sources of traffic, alongside features like heatmaps, session recordings, and A/B testing.

  These advanced features provide deeper insights into how users interact with your site and content, helping you pinpoint areas for improvement. Improving the user experience based on these insights can then positively impact your Google rankings.

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  10. Stay compliant

  Fintech is a highly regulated industry. Keeping this in mind, you need to ensure you take the necessary steps to ensure you remain compliant with all applicable laws and regulations.

  Non-compliance can result in severe penalties.

  Given these high standards, it’s crucial to ensure that user data remains private and secure. Matomo helps with this by providing a compliant web analytics solution that respects user privacy. With Matomo, you can confidently manage compliance and build trust with your customers while also reliably tracking the performance of your content marketing.

  

  Drive your content marketing strategy with Matomo

  Leaning into content marketing can be one of the best ways your fintech company can attract, engage, convert, and retain your audience.

  By creating high-quality content for your audience on social media, YouTube, and your website, you can establish your brand as an authority to grow your business for years to come.

  But remember, you need to make sure you’re only using privacy-friendly, compliant tools to protect your audience’s data.

  Thankfully, Matomo has you covered.

  As a privacy-friendly web analytics tool, Matomo ensures that your website data is tracked and stored in compliance with privacy laws.

  Trusted by over 1 million websites, it offers reliable data without sampling, guaranteeing accuracy. Matomo is designed to be fully compliant with privacy regulations such as GDPR and CCPA, while also providing advanced features like heatmaps, session recordings, and A/B testing to help you track and enhance your website’s performance.

  Request a demo to see how Matomo can benefit your fintech business now.

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• Segmentation Analytics : How to Leverage It on Your Site

  27 octobre 2023, par Erin — Analytics Tips

  The deeper you go with your customer analytics, the better your insights will be.

  The result ? Your marketing performance soars to new heights.

  Customer segmentation is one of the best ways businesses can align their marketing strategies with an effective output to generate better results. Marketers know that targeting the right people is one of the most important aspects of connecting with and converting web visitors into customers.

  By diving into customer segmentation analytics, you’ll be able to transform your loosely defined and abstract audience into tangible, understandable segments, so you can serve them better.

  In this guide, we’ll break down customer segmentation analytics, the different types, and how you can delve into these analytics on your website to grow your business.

  What is customer segmentation ?

  Before we dive into customer segmentation analytics, let’s take a step back and look at customer segmentation in general. 

  Customer segmentation is the process of dividing your customers up into different groups based on specific characteristics.

  These groups could be based on demographics like age or location or behaviours like recent purchases or website visits. 

  By splitting your audience into different segments, your marketing team will be able to craft highly targeted and relevant marketing campaigns that are more likely to convert.

  Additionally, customer segmentation allows businesses to gain new insights into their audience. For example, by diving deep into different segments, marketers can uncover pain points and desires, leading to increased conversion rates and return on investment.

  But, to grasp the different customer segments, organisations need to know how to collect, digest and interpret the data for usable insights to improve their business. That’s where segmentation analytics comes in.

  What is customer segmentation analytics ?

  Customer segmentation analytics splits customers into different groups within your analytics software to create more detailed customer data and improve targeting.

  

  With customer segmentation, you’re splitting your customers into different groups. With customer segmentation analytics, you’re doing this all within your analytics platform so you can understand them better.

  One example of splitting your customers up is by country. For example, let’s say you have a global customer base. So, you go into your analytics software and find that 90% of your website visitors come from five countries : the UK, the US, Australia, Germany and Japan.

  In this area, you could then create customer segmentation subsets based on these five countries. Moving forward, you could then hop into your analytics tool at any point in time and analyse the segments by country. 

  For example, if you wanted to see how well your recent marketing campaign impacted your Japanese customers, you could look at your Japanese subset within your analytics and dive into the data.

  The primary goal of customer segmentation analytics is to gather actionable data points to give you an in-depth understanding of your customers. By gathering data on your different audience segments, you’ll discover insights on your customers that you can use to optimise your website, marketing campaigns, mobile apps, product offerings and overall customer experience.

  Rather than lumping your entire customer base into a single mass, customer segmentation analytics allows you to meet even more specific and relevant needs and pain points of your customers to serve them better.

  By allowing you to “zoom in” on your audience, segmentation analytics helps you offer more value to your customers, giving you a competitive advantage in the marketplace.

  5 types of segmentation

  There are dozens of different ways to split up your customers into segments. The one you choose depends on your goals and marketing efforts. Each type of segmentation offers a different view of your customers so you can better understand their specific needs to reach them more effectively.

  While you can segment your customers in almost endless ways, five common types the majority fall under are :

  

  Geographic

  Another way to segment is by geography.

  This is important because you could have drastically different interests, pain points and desires based on where you live.

  If you’re running a global e-commerce website that sells a variety of clothing products, geographic segmentation can play a crucial role in optimising your website.

  For instance, you may observe that a significant portion of your website visitors are from countries in the Southern Hemisphere, where it’s currently summer. On the other hand, visitors from the Northern Hemisphere are experiencing winter. Utilising this information, you can tailor your marketing strategy and website accordingly to increase sells.

  Where someone comes from can significantly impact how they will respond to your messaging, brand and offer.

  Geographic segmentation typically includes the following subtypes :

  • Cities (i.e., Austin, Paris, Berlin, etc.)
  • State (i.e., Massachusetts)
  • Country (i.e., Thailand)

  Psychographic

  Another key segmentation type of psychographic. This is where you split your customers into different groups based on their lifestyles.

  Psychographic segmentation is a method of dividing your customers based on their habits, attitudes, values and opinions. You can unlock key emotional elements that impact your customers’ purchasing behaviours through this segmentation type.

  Psychographic segmentation typically includes the following subtypes :

  • Values
  • Habits
  • Opinions

  Behavioural

  While psychographic segmentation looks at your customers’ overall lifestyle and habits, behavioural segmentation aims to dive into the specific individual actions they take daily, especially when interacting with your brand or your website.

  Your customers won’t all interact with your brand the same way. They’ll act differently when interacting with your products and services for several reasons. 

  Behavioural segmentation can help reveal certain use cases, like why customers buy a certain product, how often they buy it, where they buy it and how they use it.

  By unpacking these key details about your audience’s behaviour, you can optimise your campaigns and messaging to get the most out of your marketing efforts to reach new and existing customers.

  Behavioural segmentation typically includes the following subtypes :

  • Interactions
  • Interests
  • Desires

  Technographic

  Another common segmentation type is technographic segmentation. As the name suggests, this technologically driven segment seeks to understand how your customers use technology.

  While this is one of the newest segmentation types marketers use, it’s a powerful method to help you understand the types of tech your customers use, how often they use it and the specific ways they use it.

  Technographic segmentation typically includes the following subtypes :

  • Smartphone type
  • Device type : smartphone, desktop, tablet
  • Apps
  • Video games

  Demographic

  The most common approach to segmentation is to split your customers up by demographics. 

  Demographic segmentation typically includes subtypes like language, job title, age or education.

  This can be helpful for tailoring your content, products, and marketing efforts to specific audience segments. One way to capture this information is by using web analytics tools, where language is often available as a data point.

  However, for accurate insights into other demographic segments like job titles, which may not be available (or accurate) in analytics tools, you may need to implement surveys or add fields to forms on your website to gather this specific information directly from your visitors.

  How to build website segmentation analytics

  With Matomo, you can create a variety of segments to divide your website visitors into different groups. Matomo’s Segments allows you to view segmentation analytics on subsets of your audience, like :

  • The device they used while visiting your site
  • What channel they entered your site from
  • What country they are located
  • Whether or not they visited a key page of your website
  • And more

  While it’s important to collect general data on every visitor you have to your website, a key to website growth is understanding each type of visitor you have.

  For example, here’s a screenshot of how you can segment all of your website’s visitors from New Zealand :

  

  The criteria you use to define these segments are based on the data collected within your web analytics platform.

  Here are some popular ways you can create some common themes on Matomo that can be used to create segments :

  Visit based segments

  Create segments in Matomo based on visitors’ patterns. 

  For example :

  • Do returning visitors show different traits than first-time visitors ?
  • Do people who arrive on your blog experience your website differently than those arriving on a landing page ?

  This information can inform your content strategy, user interface design and marketing efforts.

  Demographic segments

  Create segments in Matomo based on people’s demographics. 

  For example :

  • User’s browser language
  • Location

  This can enable you to tailor your approach to specific demographics, improving the performance of your marketing campaigns.

  Technographic segments

  Create segments in Matomo based on people’s technographics. 

  For example :

  • Web browser being used (i.e., Chrome, Safari, Firefox, etc.)
  • Device type (i.e., smartphone, tablet, desktop)

  This can inform how to optimise your website based on users’ technology preferences, enhancing the effectiveness of your website.

  Interaction based segments

  Create segments in Matomo based on interactions. 

  For example :

  • Events (i.e., when someone clicks a specific URL on your website)
  • Goals (i.e., when someone stays on your site for a certain period)

  Insights from this can empower you to fine-tune your content and user experience for increasing conversion rates.

  

  Campaign-based segments

  Create segments in Matomo based on campaigns. 

  For example :

  • Visitors arriving from specific traffic sources
  • Visitors arriving from specific advertising campaigns

  With these insights, you can assess the performance of your marketing efforts, optimise your ad spend and make data-driven decisions to enhance your campaigns for better results.

  Ecommerce segments

  Create segments in Matomo based on ecommerce. 

  For example :

  • Visitors who purchased vs. those who didn’t
  • Visitors who purchased a specific product

  This allows you to refine your website and marketing strategy for increased conversions and revenue.

  Leverage Matomo for your segmentation analytics

  By now, you can see the power of segmentation analytics and how they can be used to understand your customers and website visitors better. By breaking down your audience into groups, you’ll be able to gain insights into those segments to know how to serve them better with improved messaging and relevant products.

  If you’re ready to begin using segmentation analytics on your website, try Matomo. Start your 21-day free trial now — no credit card required.

  Matomo is an ideal choice for marketers looking for an easy-to-use, out-of-the-box web analytics solution that delivers accurate insights while keeping privacy and compliance at the forefront.

• Google Analytics Now Illegal in Austria ; Other EU Member States Expected to Follow

  18 janvier 2022, par Erin — Privacy

  Breaking news : The Austrian Data Protection Authority (“Datenschutzbehörde” or “DSB” or “DPA”) has ruled that Austrian website providers using Google Analytics are in violation of the GDPR. 

  This ruling stems from a decision made in 2020 by the Court of Justice of the European Union (CJEU) that stated that cloud services hosted in the US are incapable of complying with the GDPR and EU privacy laws. The decision was made because of the US surveillance laws requiring US providers (like Google or Facebook) to provide personal data to US authorities. 

  The 2020 ruling, known as “Schrems II”, marked the ending of the Privacy Shield, a framework that allowed for EU data to be transferred to US companies that became certified. 

  The tech industry was sent into a frenzy following this decision, but many US and EU companies decided to ignore the case. The choice to ignore is what landed one Austrian business in the DPA’s line of fire, damaging the brand’s reputation and possibly resulting in a hefty fine of up to €20 million or 4% of the organisation’s global turnover. 

  About the Austrian DPA’s Model Case 

  In this specific case, noyb (the European Center for Digital Rights) found that IP addresses (which are classified as personal data by the GDPR) and other identifiers were sent to the US in cookie data as a result of the organisation using Google Analytics. 

  This model case led to the DPA’s decision to rule that Austrian website providers using Google Analytics are in violation of GDPR. It is believed that other EU Member States will soon follow in this decision as well.

  "We expect similar decisions to now drop gradually in most EU member states. We have filed 101 complaints in almost all Member States and the authorities coordinated the response. A similar decision was also issued by the European Data Protection Supervisor last week."

  What does this mean if you are using Google Analytics ?

  If there is one thing to learn from this case, it is that ignoring these court rulings and continuing to use Google Analytics is not a viable option. 

  If you are operating a website in Austria, or your website services Austrian citizens, you should remove Google Analytics from your website immediately. 

  For businesses in other EU Member States, it is also highly recommended that you take action before noyb and local data protection authorities start targeting more businesses. 

  "Instead of actually adapting services to be GDPR compliant, US companies have tried to simply add some text to their privacy policies and ignore the Court of Justice. Many EU companies have followed the lead instead of switching to legal options."

  Removing Google Analytics from your site doesn’t mean that you need to give up website analytics altogether though. There are a variety of Google Analytics alternatives available today. Matomo in particular is a powerful open-source web analytics platform that gives you 100% data ownership and GDPR compliance. 

  

  Matomo is one of the best Google Analytics alternatives offering privacy by design on our Cloud, On-Premise and Matomo for WordPress. So you can get the insights you need while remaining compliant. As the GDPR continues to evolve, you can rest assured that Matomo will be at the forefront of these changes. 

  In addition, all Google Analytics data can be imported into Matomo so no historical data is lost. To make your migration as seamless as possible, we’ve put together a guide to migrating from Google Analytics to Matomo. 

  Ready to begin your journey to GDPR compliance ? Check out our live demo and start your 21-day free trial now – no credit card required.

  If you are interested in learning more about GDPR compliance and Matomo, check out our GDPR resources below :    

  • GDPR Manager user guide
  • How to fill in the information asset registration when using Matomo
  • How to make Matomo GDPR compliant in 12 easy steps
  • How to not process any personal data with Matomo and what it means for you
  • PII, personal data and GDPR. Discover what this means for your privacy
  • How should I write my privacy notice for Matomo Analytics under GDPR
  • Lawful basis for processing personal data under GDPR with Matomo
  • How to complete your privacy policy with Matomo Analytics under GDPR
  • GDPR compliance for Premium Features
  • How to get your Matomo plugin ready for GDPR
  • Subprocessors on Matomo Cloud (subprocessors not applicable to On-Premise)
  • Privacy in Matomo

  What does this mean if you are using Matomo ? 

  Our users can rest assured that Matomo remains in compliance with GDPR as all data is stored in the EU (Matomo Cloud) or in any country of your choice (Matomo On-Premise). With Matomo you’re able to continue analysing your website and not worry about GDPR.

  Final thoughts

  For EU businesses operating websites, now is the time to act. While Google pushes out false narratives to try and convince users that it is safe to continue using Google Analytics, it’s clear from these court rulings that the data protection authorities across the EU disagree with Google’s narrative.

  The fines, reputational damage and stresses mounting from using Google Analytics are imminent. Find an alternative to Google Analytics as this problem is not going away. 

  Getting started with Matomo is easy. Make the switch today and start your free 21-day trial – no credit card required.