As the saying goes, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Similarly, suppose your fintech company has an amazing product and services but your Public Relations and Marketing messaging isn’t connecting with your target audience. In that case, you surely won’t be able to make a sound. So, we will dive into how to find your audience and tailor your company’s messaging to them.
Understanding Your Audience
The first step you’ll want to take to target your audience is to understand them a little better. This includes identifying the target demographics in the fintech industry. A few effective methods that you can use to do this, include:
- Conducting Market Research: Analyze industry data and conduct customer surveys.
- Creating Buyer Personas: Create detailed profiles of your ideal customers.
- Utilizing Analytics tools: Use tools like Google Analytics, social media, and CRM to track your user’s behavior and demographic on your website.
- Seek Feedback: Leverage your current customers through feedback forms, surveys, and focus groups to help understand their preferences.
Tailoring PR Strategies
Now that you understand your audience a little better, you’ll want to tailor your PR strategies to connect with them. Create a compelling narrative that directly addresses your target audience’s challenges and pain points, and then position your company as a solution to help them address these issues. What keeps them up at night? What are they most worried about? Tell stories to help engage your customer’s emotions and speak to them on a more personal level.
Using the Right Channel
Now that you have your messaging down, you’re ready to distribute it. You should reach prospective customers on the digital media channels that they interact with. Are they active on social media? Maybe your customers enjoy reading newsletters or listening to podcasts. The work that you’ve done in the first step to understand your audience will give insight into where your inbound traffic is coming from. Trying to keep up with messaging across every channel can be overwhelming, so make your company more efficient by only posting on the channels that your customers frequent.
Building Trust and Credibility
The next step to targeting your audience is to build trust and credibility in your field. People generally want to work with companies that they view as reputable and knowledgeable. Establish thought leadership through expert opinion, some great ways to do this is by authoring contributed articles or speaking at industry events. Working with industry influencers can also be an effective way to establish your company’s trust and credibility because they have built up influence and can vouch for your brand. Highlight your success stories, get client testimonials, and if possible, utilize your current clients as spokespeople for your brand.
Measuring Success
Once you’ve put all these steps in place it’s important to measure the success of your PR campaigns by identifying Key Performance Indicators (KPIs). Your KPIs should be in line with your business’ SMART goals (SMART stands for Specific, Measurable, Achievable, Relevant, and Time-Bound). Does your company want to gain more awareness? Do you want to drive more traffic to your website? The KPIs you develop should reflect this. Most importantly adjust your strategies based on data analytics and feedback. Ultimately, continue with what is working and change anything that is not.
Conclusion
Having a successful fintech brand means targeting the right audience with effective PR and Marketing strategies. Once you understand your prospective customer a little more, you’ll begin to know what challenges and pain points they have – and they’ll feel like you’re reading their mind. A company’s reputation is paramount and often a compelling story from someone your customers trust can go a long way. So go forth, and don’t be afraid to try new strategies based on data and adjust what’s not working.
