| Click to view this email in a browser | ||
|
||
 |
||
|
||
|
2. "Understanding PR's Impact on SEO"— this post illustrates the SEO impact of public relations through an analysis of the key phrase "remote deposit capture." More than 50% of the top 25 results for this term are the result of PR activities. Read the entire post at fintechmarketing.com. 3. "'New World' Press Release Distribution"— this post discusses new methods for distributing public relations content across that Web that will increase an organization's Total Online Presence™ (TOP™) and lead more of your audience to your Web site. Read the entire post at fintechmarketing.com.
Marketing’s job is to create awareness, knowledge and interest within prospective buyers, in essence, “softening the beaches” prior to the sales reps coming ashore. For companies selling complex, financial technology products, your company’s Web site plays a critical role in this process. Your company invests precious dollars in its public relations and advertising programs to create initial awareness and credibility. Then what?
After reading an article or seeing an ad, most prospects visit your Web site. Your Web site represents a make or break decision point, where buyers either allow you to educate them and build a preference for your company’s products and services, or leave to visit a more alluring site. What do your prospects see when they come to your Web site? How well do you measure up against the competition? Once again, we looked at the members of the 2008 FinTech 100 to build a benchmark of standard Web capabilities in use within the financial services market. We visited the U.S.-based companies and examined their Web sites against a list of critical elements essential for engaging prospects and educating them on your company’s capabilities. We reviewed each Web site for the following:
Engage Your Visitors Expanded network bandwidth opens the door to more creative content on the Web. Today’s buyers want to be engaged by their providers. In the initial “shopping” stage of an evaluation, potential buyers want to understand what you do and how you are different from competitive offerings and they expect to get this information quickly. Using Flash and video to complement your text has become a mainstream element within FinTech companies’ Web sites.
The purpose of dynamic, creative content: get the visitor to your site interested and engaged enough to want to learn more about your company and its products and services.
We found slower adoption of new media options tied into the corporate Web site, with only five companies having a blog tied to the corporate site. SAS and Computer Associates do a good job of using blogs to provide on-going commentary related to product offerings. We did not check, however, to see if independent blog sites were available for the FinTech companies.
|
