Recherche avancée

Sur d’autres sites (6467)

• How to Measure Marketing Effectiveness : A Step-by-Step Guide

  22 février 2024, par Erin

  Are you struggling to prove that your marketing efforts are having a measurable impact on your company’s performance ? We get it. 

  You would think that digital marketing would make it easier to track the effectiveness of your marketing efforts. But in many ways, it’s harder than ever. With so many channels and strategies competing against each other, it can feel impossible to pin down the campaign that caused a conversion. 

  That leaves you in a tricky spot as a marketing manager. It can be hard to know which campaigns to persevere with and harder still to prove your worth to stakeholders. 

  Thankfully, there are several strategies you can use to measure the success of your campaigns and put a value on your efforts. So, if you want to learn how you can measure the effectiveness of your marketing, improve the ROI of your efforts and prove your value as an employee, read on. 

  What is marketing effectiveness ?

  Marketing effectiveness measures how successful a marketing strategy or campaign is and the extent to which it achieves goals and business objectives.

  

  It’s a growing concern for brands, with research showing that 61.2% say measuring marketing effectiveness has become a more prominent factor in decision-making over the last three years. In other words, it’s becoming critical for marketers to know how to measure their effectiveness. 

  But it’s getting harder to do so. A combination of factors, including channel fragmentation, increasingly convoluted customer journeys, and the deprecation of third-party cookies, makes it hard for marketing teams to measure marketing performance. 

  Why you need to measure marketing effectiveness

  Imagine ploughing thousands of dollars into a campaign and not being confident that your efforts bore fruit. It’s unthinkable, right ? If you care about optimising campaigns and improving your worth as a marketer, measuring marketing effectiveness is necessary. 

  

  Optimise marketing campaigns

  Do you know how effectively each campaign generates conversions and drives revenue ? No ? Then, you need to measure marketing effectiveness.

  Doing so could also shine a light on ways to improve your campaigns. One paid ad campaign may suffer from a poor return on ad spend caused by high CPCs. Targeting less competitive keywords could dramatically reduce your costs. 

  Improve ROI

  Today, marketing budgets make up almost 10% of a company’s total revenue, up from 6.4% in 2021. With so much revenue at stake, you’ve got to deliver a return on that investment. 

  Measuring marketing effectiveness can help you identify the campaigns or strategies delivering the highest ROI so you can invest more heavily into them. On the other side of the same coin, you can use the data to strike off any campaigns that aren’t pulling their weight — increasing your ROI even further. 

  Demonstrate value

  Let’s get selfish for a second. Whether you’re an in-house marketing manager or work for an agency, the security of your paycheck depends on your ability to deliver high-ROI campaigns. 

  Measuring your marketing effectiveness lets you showcase your value to your company and clients. It helps you build stronger relationships that can lead to bigger and better opportunities in the future. 

  We should take this opportunity to point out that a good tool for measuring marketing effectiveness is equally important. You probably think Google Analytics will do the job, right ? But when you start implementing the strategies we discuss below, there’s a good chance you’ll have data quality issues. 

  That was the case for full-service marketing agency MHP/Team SI, which found Google Analytics’ data sampling severely limited the quantity and quality of insights they could collect. It was only by switching to Matomo, a platform that doesn’t use data sampling, that the agency could deliver the insights its clients needed to grow. 

  Further reading :

  • How to check website traffic as accurately as possible
  • 8 best tools to analyse website traffic

  Try Matomo for Free

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

  Start for free

  No credit card required

  How to measure marketing effectiveness

  Measuring marketing effectiveness is not always easy, especially if you have long buying cycles and a lack of good-quality data. Make things as easy as possible by following the steps below :

  Know what success looks like

  You can’t tell whether your campaigns are effective if you don’t know what you are trying to achieve. That’s why the first step in measuring marketing effectiveness is to set a clear goal. 

  So, ask yourself what success looks like for each campaign you launch. 

  Remember, a campaign doesn’t have to drive leads to be considered effective. If all you wanted to do was raise brand awareness or increase organic traffic, you could achieve both goals without recording a single conversion. 

  We’d wager that’s probably not true for most marketing managers. It’s much more likely you want to achieve something like the following :

  • Generating 100 new customers
  • Increasing revenue by 20%
  • Selling $5,000 of your new product line
  • Reducing customer churn by 50%
  • Achieving a return on ad spend of 150%

  Conventional goal-setting wisdom applies here. So, ensure your goals are measurable, timely, relevant and achievable. 

  Track conversions

  Setting up conversion tracking in your web analytics platform is vital to measuring marketing effectiveness accurately. 

  What you count as a conversion event will depend on the goals you’ve set above. It doesn’t have to be a sale, mind you. Downloading an ebook or signing up for a webinar are worthy conversion goals, especially if you know they increase the chances of a customer converting. 

  

  Whichever platform you choose, ensure it can meet your current and future needs. This is one of the reasons open-source content management system Concrete CMS opted for Matomo when choosing a new website analytics platform. The flexibility of the Matomo platform gave Concrete CMS the adaptability it needed for future growth. 

  Try Matomo for Free

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

  Start for free

  No credit card required

  Decide on an attribution model

  Marketing attribution is a way of measuring the impact of different channels and touchpoints across the customer journey. If you can assign a value to each conversion, you can use a marketing attribution model to quantify the value of your channels and campaigns.

  While most web analytics platforms simply credit the last touchpoint, marketing attribution offers a more comprehensive view by considering all interactions along the customer journey. This distinction is important because relying solely on the last touchpoint can lead to skewed insights and misallocation of resources and budget. 

  By adopting a marketing attribution approach, you can make more informed decisions, optimizing your campaigns and maximizing your return on investment.

  

  There are several different attribution models you can use to give credit to your various campaigns. These include :

  • First interaction : Gives all the credit to the first channel in the customer journey.
  • Last interaction : Gives all the credit to the last channel in the customer journey.
  • Last non-direct attribution : Gives all credit to the final touchpoint in the customer journey, except for direct interactions. In those cases, credit is given to the touchpoint just before the direct one.
  • Linear attribution : Distributes credit equally across all touchpoints.
  • Position-based attribution : Attributes 40% credit to the first and last touchpoints and distributes the remaining 20% evenly across all other touchpoints. 

  Consider carefully which attribution model to use, as this can significantly impact your marketing effectiveness calculation by giving certain campaigns too much credit.

  Try Matomo for Free

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

  Start for free

  No credit card required

  Analyse KPIs

  Tracking KPIs is essential if you want to quantify the impact of your marketing campaigns. But which metrics should you track ?

  To improve brand awareness or traffic, so-called vanity metrics like sessions, returning visitors, and organic traffic may suffice as KPIs. 

  However, that’s not going to be the case for most marketers, whose performance is tied to revenue and ROI. If that’s you, put vanity metrics to one side and focus on the following conversion metrics instead :

  • Conversion rate : the percentage of users who complete a desired action. 
  • Return on ad spend : the revenue earned for every dollar spent on a campaign.
  • Return on investment : a broader calculation than ROAS, typically calculated across all your marketing efforts. 
  • Customer lifetime value : the total amount a customer will spend throughout their relationship with your company.
  • Customer acquisition cost : the cost to acquire each customer on average.

  

  Your analytics platform and advertising tools should track most of these KPIs by default. Matomo, for instance, automatically calculates your conversion rate in the Goals report. 

  How to present your marketing effectiveness

  Calculating your marketing effectiveness is one thing, but it’s important to share this information with stakeholders — whether those are executives in your company or your agency’s clients. 

  Follow the steps below to create an insightful and compelling marketing report :

  • Set the scene. There’s no guarantee that the people reading your report will know your goals. So, add context at the start of the reporting by spelling out what you are trying to achieve and why. 
  • Select the right data. You don’t want to overwhelm the reader with facts and figures, but you do need to provide hard evidence of your success. Include the KPIs you used to measure your success and show how these have changed over time. You can also support your report with audience insights such as heatmaps or customer surveys.
  • Tell a story with your presentation. Give your presentation a narrative arc with a beginning, middle, and end. Start with what you want to achieve, describe how you plan to achieve it and end with the results. Support your story with graphs and other visual aids that hold your reader’s attention. 
  • Provide a concise summary. Not everyone will read your presentation cover to cover. With that in mind, provide a summary of your report at the start or end that shows what you achieved and quantifies your marketing effectiveness. 

  How to improve marketing effectiveness

  Don’t settle for simply measuring your marketing effectiveness. Use the following strategies to make future campaigns as effective as possible. 

  Understand customer behaviour

  More effective marketing campaigns start by deeply understanding your customers, who they are, and how they behave. This allows you to take an audience-first approach to your marketing efforts and design campaigns around the unique needs of your customers. 

  Gather as much first-party data as you can. Surveys, focus groups, and other market research techniques can help you learn more about who your customers are, but don’t disregard the quantitative data you can gather from your web analytics platform. 

  Using Heatmaps, Session Recordings and behavioural analytics tools, you can learn exactly how customers behave when they land on your site, where they focus their attention and which pages they look at first. 

  

  These insights can help you turn an average campaign into an exceptional one. For example, a heatmap may highlight the need to move CTA buttons above the fold to increase conversions. A session recording could pinpoint the problems users have when filling out your website’s forms. 

  Further reading :

  • What Is Behavioural Analytics & How Can It Improve Website Performance
  • 9 Form Optimisation Tips to Convert More Visitors
  • How to Increase Conversions with Form Analysis

  Optimise landing pages

  Developing a culture of testing and experimentation is a great way to improve your marketing effectiveness. Let’s dive into A/B testing.

  By tweaking various elements of your landing pages, you can squeeze every last conversion from your campaigns.

  

  We have a guide on conversion funnel optimisation, which we recommend you check out, but I’ll briefly list some of the optimisations you could test :

  • Making your CTAs actionable and compelling
  • Integrating images and videos
  • Adding testimonials and other forms of social proof
  • Reducing form fields

  Use a different attribution model

  It might be that some campaigns, strategies or traffic sources aren’t getting the love they deserve. By changing your attribution model, you can significantly change the perceived effectiveness of certain campaigns. 

  Let’s say you use a last-touch attribution model, for instance. Only the last channel customers will get credit for each conversion, meaning top-of-the-funnel campaigns like SEO may be deemed less effective than they are. 

  It’s why you must continually test, tweak and validate your chosen model — and why changing it can be so powerful. 

  Measure your marketing effectiveness with Matomo

  Measuring your marketing effectiveness is hard work. But it’s vital to optimise campaigns, improve your ROI and demonstrate your value. 

  The good news is that Matomo makes things a lot easier thanks to its comprehensive conversion tracking, attribution modelling capabilities and behavioural insight features like Heatmaps, A/B Testing and Session Recordings. 

  Take steps today to start measuring (and improving) the effectiveness of your marketing with our 21-day free trial. 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.
  
  
  

  Start improving your websites now

  

• What Is Ethical SEO & Why Does It Matter ?

  7 mai 2024, par Erin

  Do you want to generate more revenue ?

  Then, you need to ensure you have a steady stream of traffic flowing to your site.

  Search engines like Google, Bing and Yahoo are powerful mediums you can use to scale your business.

  Search engine optimisation (SEO) is the process of creating search engine-friendly content to draw in traffic to your website. But, if you aren’t careful, you could be crossing the line of ethical SEO into unethical SEO.

  In this article, we break down what ethical SEO is, why it’s important in business and how you can implement effective SEO into your business while remaining ethical.

  Let’s begin.

  What is ethical SEO ?

  Since the early days of the internet and search engines, business owners and marketers have tried using all kinds of SEO tactics to rank atop the search engines for relevant keywords.

  The problem ?

  Some of these practices are ethical, while others aren’t.

  What exactly is ethical SEO ?

  It’s the practice of optimising your website’s rankings in search engines by following search engine guidelines and prioritising user experience.

  

  Ethical SEO is also referred to as “white hat SEO.”

  On the other hand, businesses that break search engine rules and guidelines to “hack” their way to the top with faulty and questionable practices use unethical SEO, or “black hat SEO.”

  Ethical SEO aims to achieve higher rankings in search engines through sustainable, legitimate and fair methods.

  Black hat, or unethical SEO, aims to manipulate or “game” the system with deceptive strategies to bypass the search engine’s guidelines to rank higher.

  The two core branches of ethical SEO include :

  1. Strategies that align with search engine guidelines.
  2. Accessibility to broad audiences.

  Some examples of ethical SEO principles include :

  • Natural link building
  • Compliance with search engine guidelines
  • Establishing great user experiences
  • Creating reader-focused content

  By sticking to the right guidelines and implementing proper SEO practices, businesses can establish ethical SEO to generate more traffic and grow their brands.

  8 ethical SEO practices to implement

  If you want to grow your organic search traffic, then there’s no doubt you’ll need to have some SEO knowledge.

  While there are dozens of ways to “game” SEO, it’s best to stick to proven, ethical SEO techniques to improve your rankings.

  Stick to these best practices to increase your rankings in the search engine results pages (SERPs), increase organic traffic and improve your website conversions.

  

  1. Crafting high-quality content

  The most important piece of any ethical SEO strategy is content.

  Forget about rankings, keywords and links for a second.

  Step back and think about why people go to Google, Bing and Yahoo in the first place.

  They’re there looking for information. They have a question they need answered. That’s where you can come in and give them the answer they want. 

  How ? In the form of content.

  The best long-term ethical SEO strategy is to create the highest-quality content possible. Crafting high-quality content should be where you focus 90% of your SEO efforts.

  2. Following search engine guidelines

  Once you’ve got a solid content creation strategy, where you’re producing in-depth, quality content, you need to ensure you’re following the guidelines and rules put in place by the major search engines.

  This means you need to stay compliant with the best practices and guidelines laid out by the top search engines.

  If you fail to follow these rules, you could be penalised, your content could be downgraded or removed from search engines, and you could even have your entire website flagged, impacting your entire organic search traffic from your site.

  You need to ensure you align with the guidelines so you’re set up for long-term success with your SEO.

  3. Conducting keyword research and optimisation

  Now that we’ve covered content and guidelines, let’s talk about the technical stuff, starting with keywords.

  In the early days of SEO (late 90s), just about anyone could rank a web page high by stuffing keywords all over the page.

  While those black hat techniques used to work to “game” the system, it doesn’t work like that anymore. Google and other major search engines have much more advanced algorithms that can detect keyword stuffing and manipulation.

  Keywords are still a major part of a successful SEO strategy. You can ethically incorporate keywords into your content (and you should) if you want to rank higher. 

  Your main goal with your content is to match it with the search intent. So, incorporating keywords should come naturally throughout your content. If you try to stuff in unnecessary keywords or use spammy techniques, you may not even rank at all and could harm your website’s rankings.

  4. Incorporating natural link building

  After you’ve covered content and keywords, it’s time to dive into links. Backlinks are any links that point back to your website from another website.

  These are a crucial part of the SEO pie. Without them, it’s hard to rank high on Google. They work well because they tell Google your web page or website has authority on a subject matter.

  But you could be penalised if you try to manipulate backlinks by purchasing them or spamming them from other websites.

  Instead, you should aim to draw in natural backlinks by creating content that attracts them.

  How ? There are several options :

  • Content marketing
  • Email outreach
  • Brand mentions
  • Public relations
  • Ethical guest posting

  Get involved in other people’s communities. Get on podcasts. Write guest posts. Connect with other brands. Provide value in your niche and create content worth linking to.

  5. Respecting the intellectual property of other brands

  Content creation is moving at lightspeed in the creator economy and social media era. For better or for worse, content is going viral every day. People share content, place their spin on it, revise it, optimise it, and spread it around the internet.

  Unfortunately, this means the content is sometimes shared without the owner’s permission. Content is one form of intellectual property (IP). 

  If you share copyrighted material, you could face legal consequences.

  6. Ensuring transparency

  Transparency is one of the pillars of ethical marketing.

  If you’re running the SEO in your company or an agency, you should always explain the SEO strategies and tactics you’re implementing to your stakeholders.

  It’s best to lean on transparency and honesty to ensure your team knows you’re running operations ethically.

  7. Implementing a great user experience

  The final pillar of ethical SEO practices is offering a great user experience on your website.

  Major search engines like Google are favouring user experience more and more every year. This means knowing how to track and analyse website metrics like page load times, time on page, pageviews, media plays and event tracking.

  8. Use an ethical web analytics solution

  Last but certainly not least. Tracking your website visitors ethically is key to maintaining SEO ethics.

  You can do this by using an ethical web analytics solution like Matomo, Plausible or Fathom. All three are committed to respecting user privacy and offer ethical tracking of visitors.

  We’re a bit biassed towards Matomo, of course, but for good reasons.

  Matomo offers accurate, unsampled data along with advanced features like heatmaps, session recording, and A/B testing. These features enhance user experience and support ethical SEO practices by providing insights into user behaviour, helping optimise content. 

  Try Matomo for Free

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

  Start for free

  No credit card required

  6 unethical SEO practices to avoid

  Now that we’ve covered the ethical SEO best practices let’s talk about what kind of unethical SEO practices you want to avoid.

  Remember, SEO isn’t as easy to manipulate as it once was 20 years ago.

  Algorithms are much more sophisticated now, and search engines are getting better at detecting fraudulent, scammy or unethical SEO practices every year.

  Avoid these eight unethical SEO practices to ensure you can rank high in the long term :

  

  1. Keyword stuffing

  Keyword stuffing is probably the most common unethical SEO practice. This is where someone deliberately stuffs keywords onto a page to manipulate the search engines to rank a web page higher.

  Where this is unethical isn’t always easy to detect, but in some cases, it is. It comes down to whether it’s relevant and natural or intentionally stuffing.

  2. Cloaking

  Cloaking is another unethical SEO practice where someone manipulates the information search engines see on their website.

  For example, someone may show search engines one web page on their website, but when someone clicks on it in Google, they can direct someone to a completely different page. They do this by detecting the incoming request from the user agent and presenting different content.

  3. Deceiving functionality

  Another way companies are unethically implementing SEO tactics is by deceiving people with misleading information. For example, a website may claim to provide a free resource or directory but may intentionally lead visitors to paid products.

  4. Fraudulent redirects

  Another way to deceive or mislead searchers is by creating fraudulent redirects. A redirect is a way to take someone to a different web page when they click on another one. Redirects can be useful if a page is broken or outdated. However, they can be used to deceptively take someone to a website they didn’t intend to view.

  5. Negative SEO

  Negative SEO is the intentional attempt to harm a competitor’s search engine rankings through unethical tactics.

  These tactics include duplicating their content or generating spammy links by creating low quality or irrelevant backlinks to their site.

  6. Hidden text

  Placing hidden text on a website typically has one purpose : keyword stuffing.

  Instead of making it visible to users reading the content, websites will place invisible text or text that’s hard to read on a website to try to rank the content higher and manipulate the search engines.

  3 reasons you need to implement ethical SEO

  So, why should you ensure you only implement ethical SEO in your organic traffic strategy ?

  It’s not just about what’s morally right or wrong. Implementing ethical SEO is the smartest long-term marketing strategy :

  1. Better long-term SEO

  Search engine optimisation is about implementing the “right” tactics to get your website to rank higher.

  The funny thing is many people are trying to get quick fixes by manipulating search engines to see results now.

  However, the ones who implement shady tactics and “hacks” to game the system almost always end up losing their rankings in the long term. 

  The best long-term SEO strategy is to do things ethically. Create content that helps people. Make higher quality content than your competitors. If you do those two things right, you’ll have better search traffic for years.

  2. Great brand reputation

  Not only is ethical SEO a great way to get long-term results, but it’s also a good way to maintain a solid brand reputation.

  Reputation management is a crucial aspect of SEO. All it takes is one bad incident, and your SEO could be negatively impacted.

  3. Lower chance of penalties

  If you play by the rules, you have a lower risk of being penalised by Google.

  The reality is that Google owns the search engine, not you. While we can benefit from the traffic generation of major search engines, you could lose all your rankings if you break their guidelines.

  Track SEO data ethically with Matomo

  Ethical SEO is all about :

  • Serving your audience
  • Getting better traffic in the long run

  If you fail to follow ethical SEO practices, you could be de-ranked or have your reputation on the line.

  However, if you implement ethical SEO, you could reap the rewards of a sustainable marketing strategy that helps you grow your traffic correctly and increase conversions in the long term.

  If you’re ready to start implementing ethical SEO, you need to ensure you depend on an ethical web analytics solution like Matomo.

  Unlike other web analytics solutions, Matomo prioritises user privacy, maintains transparent, ethical data collection practices, and does not sell user data to advertisers. Matomo provides 100% data ownership, ensuring that your data remains yours to own and control.

  As the leading privacy-friendly web analytics solution globally, trusted by over 1 million websites, Matomo ensures :

  • Accurate data without data sampling for confident insights and better results
  • Privacy-friendly and GDPR-compliant web analytics
  • Open-source access for transparency and creating a custom solution tailored to your needs

  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.
  
  
  

  Start improving your websites now

  

• 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

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

  Start for free

  No credit card required

  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.

  
  

  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.
  
  
  

  Start improving your websites now