Executive Spotlight Series with Jennifer Tramontana from The Fletcher Group

How can fintech marketers make their companies stand out in the crowded industry?

1.Refine your message on a consistent basis. Keep in mind that most fintech companies are talking about how they make payments safer, faster, more efficient and seamless. So, you need more to stand out. Tell a bigger story about the end user: what they gain, how they feel. Don’t use industry jargon. Play on the emotional benefits of your products and services.

2.Spend time researching your audience and their preferences for information consumption. In the digital media age there are myriad opportunities to disseminate content, but publishing information in outlets and channels that aren’t embraced by your audience is a waste of time.

3.Make your content marketing work smarter, not harder. Most companies end up being a mile wide and an inch deep on their content. Instead, we recommend starting with a couple of good thought leadership topics that directly support your value proposition, and using them over and over. Your content can be based on primary research (or a good round up of secondary research if you can’t afford your own.) Next, slice the content and data into digestible stories that you can deliver often through impactful channels. It’s okay that some of it is repetitive; brands that consistently deliver the same key messages are most effective at gaining mindshare. Be sure to disseminate content through homegrown networks (like a company blog or LinkedIn) as well as amplifier channels like media outlets.

4.Employ beautiful design. Humans are moved by good design, plain and simple. Your carefully crafted messaging will be for nothing if it’s delivered in an ugly package. Spend the time and money on good design and you will have more of an impact.

5.Develop strong media relationships and read, read, read. Fintech companies want to see their names in print, but sometimes don’t understand what each media outlet is looking for, what their lead times are, how the organize their coverage, etc. It’s essential to approach journalists with this intelligence, or you could quickly be dismissed. Next, pitch newsworthy stories, trend topics and executive bylines that will position you as a helpful source. Show how your company’s voice or opinion is helpful to a larger story or trend that is unfolding. You cannot just churn out press releases that advertise your company’s products or services and expect the media coverage to come rolling in.

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