{"id":28221,"date":"2017-05-22T04:00:00","date_gmt":"2017-05-22T08:00:00","guid":{"rendered":"https:\/\/goebt.com\/https-blog-cdesolutions-com-2017-05-marketing-in-the-payments-industry-the-basics\/"},"modified":"2025-04-02T14:51:12","modified_gmt":"2025-04-02T18:51:12","slug":"marketing-in-the-payments-industry-the-basics","status":"publish","type":"post","link":"https:\/\/goebt.com\/marketing-in-the-payments-industry-the-basics\/","title":{"rendered":"Marketing in the Payments Industry: The Basics"},"content":{"rendered":"<p><span id=\"hs_cos_wrapper_post_body\" class=\"hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_rich_text\" style=\"\" data-hs-cos-general-type=\"meta_field\" data-hs-cos-type=\"rich_text\"><\/p>\n<p><em><strong>In the payments industry, technology is everything.&nbsp;<\/strong><\/em> However, no matter how many consumers are excited by the latest and greatest in payment processing and other financial technology, companies must invest in marketing to sell their products.&nbsp; In today\u2019s very noisy world, standing out amongst all the other advertisements is harder than ever.&nbsp; If your fintech or other payment industry business hasn\u2019t previously focused on marketing, now is a great time to start, and hopefully get ahead of the curve.&nbsp; Not sure where to start? No problem, here are some great ways to make marketing a part of your company success story.<\/p>\n<p> <!--more--><\/p>\n<p><strong>Understand Your Customer<\/strong><\/p>\n<p>If you\u2019re thinking about ramping up a new marketing campaign, or even just reorganizing your website, think about who your core customer is and what they need.&nbsp; It doesn\u2019t matter what industry you\u2019re in, or what you\u2019re selling, you have a core audience and they have specific needs and characteristics. &nbsp;Before you can optimize your marketing for the best ROI, you should know these details.<\/p>\n<p>Start by understanding the following:<\/p>\n<ul>\n<li>Age<\/li>\n<li>Job title<\/li>\n<li>Gender<\/li>\n<li>Industry<\/li>\n<li>Pain points<\/li>\n<li>Needs<\/li>\n<\/ul>\n<p>A clear understanding of who your consumer is and why they might be drawn to your company\u2019s product or services is the key to marketing messages that truly drive conversion.<\/p>\n<p><strong>Be Consistent<\/strong><\/p>\n<p>If your goal is to stand out to your consumers, be sure that your brand is being represented.&nbsp; Again, people are being bombarded all day every day with messaging, sometimes from thousands of companies in a single day.&nbsp; If your marketing messaging or creative across different mediums or platforms, isn\u2019t consistent, your audience will have a pretty hard time remembering that your company has something they need or want.<\/p>\n<p>How to maintain consistency:<\/p>\n<ul>\n<li>Keep your look and feel consistent across a campaign \u2013 Make sure that ads, emails, and even print materials have similar creative properties (color schemes, logos, images, messages, etc.)<\/li>\n<li>Reinforce your brand \u2013 Always represent your brand properly so that your company\u2019s identity leaves a lasting impression time and time again.<\/li>\n<\/ul>\n<p><strong>Go Digital<\/strong><\/p>\n<p>Surely, no one needs to remind those in the payments industry that we are living in an increasingly connected, ever-changing, technology driven world.&nbsp; Because of this, digital marketing should be a \u201cno brainer\u201d.&nbsp; Marketers in the payments industry are encouraged to figure out how their targeted customer is using their devices and how they can deliver their messages to them.<\/p>\n<p>A key part of marketing to your customers is knowing what works best for their unique characteristics or behaviors.&nbsp; While you may not have a lot of consumers on Instagram, LinkedIn could be a great option for getting their attention. &nbsp;Also, because most people have a pretty short attention span, you should ensure that your digital marketing is not only eye-catching but also uses an easy to understand message that will interest your customer.<\/p>\n<p><strong>Create an Omnichannel Presence<\/strong><\/p>\n<p>While digital marketing is especially important, especially in the tech-heavy payments industry, companies should not abandon other avenues for marketing.&nbsp; While broad stroke approaches like TV ads or billboards are not ideal for the niche payment industry, marketers should take a look at other options like:<\/p>\n<ul>\n<li>Event marketing: Host, sponsor, exhibit at, or attend an industry specific event. This is a great way to not only show authority in your space, but also to gain a more personal interaction with a potential or existing customer.<\/li>\n<li>In-package marketing: It\u2019s much easier to sell to an existing customer than a completely new one. Take advantage of the prime marketing real estate in device packaging and present your customer with offers that you want them to consider.<\/li>\n<li>Product marketing: Payment industry companies should be finding ways to utilize their devices or software to market to customers without annoying them. Wherever you find a potential touch point, find a unique way to present your messaging.<\/li>\n<\/ul>\n<p><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the payments industry, technology is everything.&nbsp; However, no matter how many consumers are excited by the latest and greatest in payment processing and other financial technology, companies must invest in marketing to sell their products.&nbsp; In today\u2019s very noisy world, standing out amongst all the other advertisements is harder than ever.&nbsp; If your fintech [&hellip;]<\/p>\n","protected":false},"author":244,"featured_media":28222,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[1],"tags":[227,205],"class_list":["post-28221","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-important-announcement","tag-best-practices","tag-industry-news"],"_links":{"self":[{"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/posts\/28221","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/users\/244"}],"replies":[{"embeddable":true,"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/comments?post=28221"}],"version-history":[{"count":1,"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/posts\/28221\/revisions"}],"predecessor-version":[{"id":31236,"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/posts\/28221\/revisions\/31236"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/media\/28222"}],"wp:attachment":[{"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/media?parent=28221"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/categories?post=28221"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/goebt.com\/wp-json\/wp\/v2\/tags?post=28221"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}