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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)

  Try Matomo for Free

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  Start for free

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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.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  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.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• Marketing Touchpoints : Examples, KPIs, and Best Practices

  11 mars 2024, par Erin

  The customer journey is rarely straightforward. Rather, each stage comprises numerous points of contact with your brand, known as marketing touchpoints. And each touchpoint is equally important to the customer experience. 

  This article will explore marketing touchpoints in detail, including how to analyse them with attribution models and which KPIs to track. It will also share tips on incorporating these touchpoints into your marketing strategy. 

  What are marketing touchpoints ? 

  Marketing touchpoints are the interactions that take place between brands and customers throughout the latter’s journey, either online or in person. 

  

  By understanding how customers interact with your brand before, during and after a purchase, you can identify the channels that contribute to starting, driving and closing buyer journeys. Not only that, but you’ll also learn how to optimise the customer experience. This can also help you : 

  • Promote customer loyalty through increased customer satisfaction
  • Improve your brand reputation and foster a more positive perception of your brand, supported by social proof 
  • Build brand awareness among prospective customers 
  • Reconnect with current customers to drive repeat business

  According to a 2023 survey, social media and video-sharing platforms are the leading digital touchpoints among US consumers.

  

  With the customer journey divided into three stages — awareness, consideration, and decision — we can group these interactions into three touchpoint segments, depending on whether they occur before, during or after a purchase. 

  Touchpoints before a purchase

  Touchpoints before a purchase are those initial interactions between potential customers and brands that occur during the awareness stage — before they’ve made a purchase decision. 

  Here are some key touchpoints at the pre-purchase stage : 

  • Customer reviews, forums, and testimonials 
  • Social media posts
  • Online ads 
  • Company events and product demos
  • Other digital touchpoints, like video content, blog posts, or infographics
  • Peer referral 

  In PwC’s 2024 Global Consumer Insights Pulse Survey, 54% of consumers listed search engines as their primary source of pre-purchase information, followed by Amazon (35%) and retailer websites (33%). 

  Here are the survey’s findings in Western Europe, specifically : 

  

  Social channels are another major pre-purchase touchpoint ; 25% of social media users aged 18 to 44 have made a purchase through a social media app over the past three months. 

  Touchpoints during a purchase

  Touchpoints during a purchase occur when the prospective customer has made their purchase decision. It’s the beginning of a (hopefully) lasting relationship with them. 

  It’s important to involve both marketing and sales teams here — and to keep track of conversion metrics. 

  Here are the main touchpoints at this stage : 

  • Company website pages 
  • Product pages and catalogues 
  • Communication between customers and sales reps 
  • Product packaging and labelling 
  • Point-of-sale (POS) — the final touchpoint the prospective customer will reach before making the final purchasing decision 

  Touchpoints after a purchase

  You can use touchpoints after a purchase to maintain a positive relationship and keep current customers engaged. Examples of touchpoints that contribute to a good post-purchase experience for the customer include the following : 

  • Thank-you emails 
  • Email newsletters 
  • Customer satisfaction surveys 
  • Cross-selling emails 
  • Renewal options 
  • Customer loyalty programs

  Email marketing remains significant across all touchpoint segments, with 44% of CMOs agreeing that it’s essential to their marketing strategy — and it also plays a particularly important role in the post-purchase experience. For 61.1% of marketing teams, email open rates are higher than 20%.

  

  Sixty-nine percent of consumers say they’ve stopped doing business with a brand following a bad experience, so the importance of customer service touchpoints shouldn’t be overlooked. Live chat, chatbots, self-service resources, and customer service teams are integral to the post-purchase experience.

  Attribution models : Assigning value to marketing touchpoints 

  Determining the most effective touchpoints — those that directly contribute to conversions — is a process known as marketing attribution. The goal here is to identify the specific channels and points of contact with prospective customers that result in revenue for the company.

  

  You can use these insights to understand — and maximise — marketing return on investment (ROI). Otherwise, you risk allocating your budget to the wrong channels. 

  It’s possible to group attribution models into two categories — single-touch and multi-touch — depending on whether you assign value to one or more contributing touchpoints.

  Single-touch attribution models, where you’re giving credit for the conversion to a single touchpoint, include the following :

  • First-touch attribution : This assigns credit for the conversion to the first interaction a customer had with a brand ; however, it fails to consider lower-funnel touchpoints.
  • Last-click attribution : This focuses only on bottom-of-funnel marketing and credits the last interaction the customer had with a brand before completing a purchase.
  • Last non-direct : Credits the touchpoint immediately preceding a direct touchpoint with all the credit.

  Multi-touch attribution models are more complex and distribute the credit for conversion across multiple relevant touchpoints throughout the customer journey :

  • Linear attribution : The simplest multi-touch attribution model assigns equal values to all contributing touchpoints.
  • Position-based or U-shaped attribution : This assigns the greatest value to the first and last touchpoint — with 40% of the conversion credit each — and then divides the remaining 20% across all the other touchpoints.
  • Time-decay attribution : This model assigns the most credit to the customer’s most recent interactions with a brand, assuming that the touchpoints that occur later in the journey have a bigger impact on the conversion.

  Consider the following when choosing the most appropriate attribution model for your business :

  • The length of your typical sales cycle
  • Your marketing goals : increasing awareness, lead generation, driving revenue, etc.
  • How many stages and touchpoints make up your sales funnel

  Sometimes, it even makes sense to measure marketing performance using more than one attribution model.

  With the sheer volume of data that’s constantly generated across numerous online touchpoints, from your website to social media channels, it’s practically impossible to collect and analyse it manually.

  You’ll need an advanced web analytics platform to identify key touchpoints and assign value to them.

  Matomo’s Marketing Attribution feature can accurately measure the performance of different touchpoints to ensure that you’re allocating resources to the right channels. This is done in a compliant manner, without the need of data sampling or requiring cookie consent screens (excluding in Germany and the UK), ensuring both accuracy and privacy compliance.

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  Customer journey KPIs for measuring marketing campaign performance 

  Measuring the impact of different touchpoints on marketing campaign performance can help you understand how customer interactions drive conversions — and how to optimise your future efforts. 

  

  Clearly, this is not a one-time effort. You should continuously reevaluate the crucial touchpoints that drive the most engagement at different stages of the customer journey. 

  Web analytics platforms can provide valuable insights into ever-changing consumer behaviours and trends and help you make informed decisions. 

  At the moment, Google is the most popular solution in the web analytics industry, with a combined market share of more than 70%. 

  However, if privacy, data accuracy, and GDPR compliance are a priority for you, Matomo is an alternative worth considering. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

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  KPIs to track before a purchase 

  During the pre-purchase stage, focus on the KPIs that measure the effectiveness of marketing activities across various online touchpoints — landing pages, email campaigns, social channels and ad placement on SERPs, for instance. 

  KPIs to track during the consideration stage include the following : 

  • Cost-per-click (CPC) : The CPC, the total cost of paid online advertising divided by the number of clicks those ads get, indicates whether you’re getting a good ROI. In the UK, the average CPC for search advertising is $1.22. Globally, it averages $0.62.
  • Engagement rate : The engagement rate, which is the total number of interactions divided by the number of followers, is useful for measuring the performance of social media touchpoints. Customer engagement also applies to other channels, like tracking average time on-page, form conversions, bounce rates, and other website interactions. 
  • Click-through rate (CTR) : The CTR — or the number of clicks your ads receive compared to the number of times they’re shown — helps you measure the performance of CTAs, email newsletters and pay-per-click (PPC) advertising.

  KPIs to track during a purchase 

  As a potential customer moves further down the sales funnel and reaches the decision stage, where they’re ready to make the choice to purchase, you should be tracking the following : 

  • Conversion rate : This is the percentage of leads that convert into customers by completing the desired action relative to the total number of website visitors. It shows you whether you’re targeting the right people and providing a frictionless checkout experience.
  • Sales revenue : This refers to the quantity of products sold multiplied by the product’s price. It helps you track the company’s ability to generate profit. 
  • Cost per conversion : This KPI is the total cost of online advertising in relation to the number of conversions. It measures the effectiveness of different marketing channels and the costs of converting prospective customers into buyers. It also forecasts future ad spend.

  KPIs to track after purchase 

  At the post-purchase stage, your priority should be gathering feedback : 

  Customer feedback surveys are great for collecting insights into customers’ post-purchase experience, opinions about your brand, products and services, and needs and expectations. 

  In addition to measuring customer satisfaction, these insights can help you identify points of friction, forecast future growth and revenue and spot customers at risk of churning. 

  Focus on the following customer satisfaction and retention metrics : 

  • Customer Satisfaction Score (CSAT) : This metric, which is gathered through customer satisfaction surveys, helps you gauge satisfaction levels. After all, 77% of consumers consider great customer service an important driver of brand loyalty.
  • Net Promoter Score (NPS) : Based on single-question customer surveys, NPS indicates how likely a customer is to recommend your business.
  • Customer Lifetime Value (CLV) : The CLV is the profit you can expect to generate from one customer throughout their relationship with your company. 
  • Customer Health Score (CHS) : This score can assess how “healthy” the customer’s relationship with your brand is and identify at-risk customers.

  Marketing touchpoints : Tips and best practices 

  Customer experience is more important today than ever. 

  

  Salesforce’s 2022 State of the Connected Consumer report indicated that, for 88% of customers, the experience the brand provides is just as important as the product itself. 

  Here’s how you can build your customer touchpoint strategy and use effective touchpoints to improve customer satisfaction, build a loyal customer base, deliver better digital experiences and drive growth : 

  Understand the customer’s end-to-end experience 

  The typical customer’s journey follows a non-linear path of individual experiences that shape their awareness and brand preference. 

  Seventy-three percent of customers expect brands to understand their needs. So, personalising each interaction and delivering targeted content at different touchpoint segments — supported by customer segmentation and tools like Matomo — should be a priority. 

  Try to put yourself in the prospective customer’s shoes and understand their motivation and needs, focusing on their end-to-end experience rather than individual interactions. 

  Create a customer journey map 

  Once you understand how prospective customers interact with your brand, it becomes easier to map their journey from the pre-purchase stage to the actual purchase and beyond. 

  By creating these visual “roadmaps,” you make sure that you’re delivering the right content on the right channels at the right times and to the right audience — the key to successful marketing.

  Identify best-performing digital touchpoints 

  You can use insights from marketing attribution to pinpoint areas that are performing well. 

  By analysing the data provided by Matomo’s Marketing Attribution feature, you can determine which digital touchpoints are driving the most conversions or engagement, allowing you to focus your resources on optimising these channels for even greater success. 

  This targeted approach helps maximise the effectiveness of your marketing efforts and ensures a higher return on investment.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

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  Discover key marketing touchpoints with Matomo 

  The customer’s journey rarely follows a direct route. If you hope to reach more customers and improve their experience, you’ll need to identify and manage individual marketing touchpoints every step of the way.

  While this process looks different for every business, it’s important to remember that your customers’ experience begins long before they interact with your brand for the first time — and carries on long after they complete the purchase. 

  In order to find these touchpoints and measure their effectiveness across multiple marketing channels, you’ll have to rely on accurate data — and a powerful web analytics tool like Matomo can provide those valuable marketing insights. 

  Try Matomo free for 21-days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

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• sent file using axios using passthrough stream module in nodejs

  12 août 2022, par Harikrushna Patel

  Imports

  


  const ffmpegPath = require('@ffmpeg-installer/ffmpeg').path;
const FfmpegCommand = require('fluent-ffmpeg');
const fs = require('fs');
const path = require('path');
const streamNode = require('stream');
const FormData = require('form-data');
const axios = require('axios').default;


  


  Code here

  


  async function audios() {
  let stream = fs.createReadStream(path.join(__dirname, '../videos/video.mp4'));
  let writeStream = fs.createWriteStream(path.join(__dirname, '../response/audios/' + +new Date() + '.wav'));
  let pass = new streamNode.PassThrough();
  let outputFile = path.join(__dirname, '../response/audios/' + +new Date() + '.wav');
  const ffmpeg = FfmpegCommand(file);

  ffmpeg
    .setFfmpegPath(ffmpegPath)
    .format('mp4')
    .toFormat('wav')
    .on('end', function () {
      console.log('file has been converted successfully');
    })
    .on('error', function (err, stdout, stderr) {
      console.log('an error happened: ' + err.message);
      console.log('ffmpeg stdout: ' + stdout);
      console.log('ffmpeg stderr: ' + stderr);
    })
    .on('end', function() {
      console.log('Processing finished !');
    })
    .stream(pass, { end: false })
    var bodyFormData = new FormData();
    bodyFormData.append('file', pass);
    let headers = bodyFormData.getHeaders(); 

    try {
      const jdata = await axios.post('http://localhost:4080/video',bodyFormData, {    maxContentLength: Infinity,
      maxBodyLength: Infinity,validateStatus: (status) => true ,headers:headers });
      console.log(jdata.data);
    } catch (error) {
      console.log("error" ,error.message);
    }

}


  


  I am getting errors to sent passthrough stream through formdata ;
issue is ffmpeg not creating readstrem so I am created passthrough from it and passed in formdata but not working right now