If you’ve decided to start a blog to promote your FinTech business, congratulations! You’ve taken a big step in moving your content marketing forward. But it will help to have a strategy. That means defining precisely what you want your blog to do. This guide should help you understand the eight things that your FinTech blog should be doing for you.
Before I get to the eight things, let me briefly go over what type of FinTech blog these eight things will benefit: All of them!
That’s right. No matter which niche within FinTech you serve, you can put these eight blog tactics to work for you and position yourself as an authority in your specific niche. Whether your blog is focused on real estate crowdfunding, auto title lending, automated asset management, machine learning applications for financial services, blockchain integrations, financial news publishing, insurance technology, regulation technology, or any other aspect of the broader FinTech ecosystem, you can put these eight items to work for you and make your blog an authoritative voice. If your blog isn’t doing at least six of these eight things (preferably all of them), then you should seriously reconsider your blogging strategy.
1. Educate your audience
It all begins here. If you are not teaching your readers something, why should they come back to your blog? As the authority on your subject, you have the knowledge your readers desire. They are looking to you for leadership, authority, and expertise. Be liberal in the dispensing of helpful information. It is from this that everything else flows.
2. Attract attention to your FinTech brand
You can have all the knowledge in the world, but if no one ever finds your blog, then what difference does it make? Use your FinTech blog as a platform for driving your public relations message and attracting attention toward your brand. Whether you are a soloproneur, a large corporation, or a small business, your blog can be a powerful PR tool.
3. Present you as an authority in your unique FinTech niche
Repeat after me: I am an authority.
Now: I am the authority in my niche.
Start with thinking it, then believing it, then acting like the authority you want others to see you as. Your blog is an important tool in your arsenal for nurturing the perception that you are an authority to listen to. If you are educating your audience and keeping your readers informed on the most compelling topics related to your niche, then becoming an authority should be a cinch.
But let’s go a step further. It’s not enough to be an authority in FinTech. You have to be an authority in your specific niche within the niche.
For instance, if your business is connecting sub-prime lenders to borrowers with bad credit, then you must know every aspect of the sub-prime lending space. Your blog is a great place to prove your expertise in sub-prime lending, so showcase your knowledge by writing about every aspect of sub-prime lending and borrowing with both of your audiences (lenders and borrowers) in mind.
4.Drive more traffic to your website
Blogging is striking a fine balance between original, incredible content and getting traction where your audience is hanging out. When you find your audience, your goal should be to entice them onto your website so that you can convert them and close the sale. That means driving traffic.
Of course, your blog can exist on the back end of your website, on its own domain, or as a subdomain of your main site. Wherever it lives, it should be driving traffic to your website.
In some rare cases, your blog might be your website. In that case, it should serve as your authority hub and be a driver of traffic. At the end of the day, you want more eyeballs on your content.
5. Pre-sell your product or service
As a blogger, you should understand the sales process and know what makes readers commit to a purchase in your niche.
As a blogger, you should understand the sales process and know what makes readers commit to a purchase in your niche. Whether you are selling a service or a product, you’ve got to hit the right emotional triggers in order to close the sale. Do you know what motivates your reader? Figure that out and you’ll know which emotional triggers to pull. Instead of using your blog as a sales tool, use it as a pre-sales tool.
In other words, if your focus is on originating loans for multi-family housing projects in Florida, then you need to understand what multi-family real estate developers are looking for. Do they want access to more capital at better terms? Are they looking for a place to list their properties to sell or rent? Find out what motivates your particular FinTech audience and deliver that through your authority content on your blog with pre-selling in mind. You’re preparing them for the customer experience.
6. Generate leads for your FinTech business
Generating leads goes hand in hand with pre-selling and driving traffic. You don’t want just any traffic on your blog. You want the right traffic. You want the traffic that is primed to buy what you are selling.
To generate leads for your business, you have to define what makes a good lead. Who is your perfect prospect? Attract that person to your blog, educate them on your product or service, and send them to the most relevant landing pages to meet their most heartfelt needs. That’s why you are blogging in the first place. Isn’t it?
In a nutshell, if your blog is an authoritative educational source of information about all aspects of your particular FinTech expertise, then you’ll be preparing your prospects for the sale and generating new leads.
7. Make your website more social
People thrive on community. Make your blog a community and prospects will stick around. Get them commenting on your posts, making suggestions for others, and sharing ideas. One way to do that is to invite guest bloggers to your community to share their ideas. If necessary, pay them an honorarium for doing so. Ask them to respond to comments, and then promote their guests posts with the same level of enthusiasm you have when you promote your own.
This may not work for every type of FinTech blog, but you’ll be surprised at how developing a social community around your marketplace can enhance the marketplace experience.
8. Improve the SEO of your FinTech website
Search engine optimization isn’t the be-all end-all of Internet marketing. That’s why it’s listed last. But it is important.
You can do all of the other things on this list well, not have a well optimized FinTech blog, and still be profitable. However, a well-optimized blog will have higher search engine rankings and attract more of the right targeted traffic, the kind of traffic you are looking for.
In short, good SEO won’t make your FinTech blog, but it will enhance a blog that is doing all the right things, and it will make a good FinTech blog even better.
A Final Word On Blogging For The FinTech Space
No one knows your business better than you do. No one knows your customers better than you do. If some of these tactics won’t work for your particular FinTech niche, then feel free to ignore them. Online marketing is just one channel for reaching the right audience. If direct mail is more successful for you, then stick with direct mail. However, blog marketing can be very effective for particular niches.
Marketplace lending is one FinTech niche where a blog can attract both borrowers and lenders, and it’s your job to educate both audiences, position your company as an authority in your niche, attract targeted traffic to your website, pre-sell your audience on your product or service while turning them into leads, and to grow your business to be competitive. One of my clients, Sharestates, has been very effective in using their blog to attract accredited investors to their marketplace. You can too.
Are you ready to boost your authority? Looking for ways to expand your reach and deliver the best content for your niche audience? Download my free report, “7 Types of Authority Content“. Learn the seven types of content that will keep your audience coming back for more and instantly make you an authority they can rely on.