Media promotion is one of the ways to boost brand awareness and build a reputation of an expert company. All this has a positive effect on website traffic that will convert into potential customers.
Learning more about a new fintech company and its employees, clients are likely to trust the brand. Such familiarisation will contribute to sales and the revenue. The importance of maintaining a company’s presence in the media can’t be underestimated. That said, one needs an appropriate approach to media activities.
For starters, define the goal of your mass media campaign. Examples of tasks:
Having outlined these goals, you can create a step-by-step plan and stick to it.
In a bid to advertise a brand in the media, a fintech company decides to compose a promotional article. Format is king here. Let’s discuss such popular content types as interview, case, and informational text.
When a company hugely relies on a personality (e.g. a financier, a banker, or a developer), an interview will be the best option. In the first materials, describe the following:
In the interview, the founder (or the executive) tells how they have become a fintech expert, and showcase their expertise in the matter. All this improves audience loyalty.
A case is a specific process and its result. By describing a case, a fintech developer can share some noteworthy facts about their product: tell how they came up with the idea and brought it to life. A case describes the problems that people used to face, and how the project addressed them. This is how readers can understand how helpful the company is.
Composing a case is considered the most common way to demonstrate the expertise of a fintech entrepreneur. Products in this field are kind of closer to real life, since everyone deals with finance and technology every day.
In some cases, it makes sense to reshape this type of material into a case story. A case story is a narrative about a product that is intertwined with the story of the company or the main character of the publication.
This is an article that is expected to be helpful and relevant to the target audience. The company, or its executive, is mentioned natively — by way of example. In most cases, an informational text consists of recommendations that can help readers get some benefits.
Example. A specialist explains what yield farming is, how one chooses DeFi tokens to farm, which platforms offer high yield. After that, the specialist demonstrates its DeFi platform that has all the problems resolved and gives one a green light to earning.
Informational texts often appear on third-party platforms that borrow them from the original source whether the company was featured. A successful material spreads on the web itself.
Financial technology is one of the favourite topics among middle-size, industry-specific publications, and global-wide titles.
If we talk not just about major media but also local titles, there can be over a hundred publications in each category. Fintech is helpful business. This is why editors are eager to publish high-quality materials, no matter the scale of the original source.
If your company starts a cryptocurrency or blockchain project, we recommend that you get featured on the following global media platforms:
Also consider thematic media that only focus on cryptocurrencies:
The number one tip here is that you don’t hesitate when taking your first steps. Come to every single media outlet. That said, you should pick platforms wisely. Use these three criteria to make the best choice:
Remember one important thing when you pick a relevant audience. Smaller platforms where all readers are your potential customers are a way better option than major publications with mixed—though larger—groups of followers.
When submitting an article to editors, be sure to clearly state the purpose of the release. Provide details about your fintech project and be ready to answer questions. Don’t send your proposal to corporate emails: they are already full of messages. Try to contact the editor directly.
Whether the editor’s contact info is publicly available depends on the scale of the publication. In some cases, it is enough to read the publishing rules. In other cases, you will need to study the editorial policy and align with it. Rest assured, all the efforts you put into search will pay off.
Follow these 4 rules when interacting with mass media editors:
The editor may find your topic irrelevant, or they may want to talk to a famous speaker. Don’t let such a dismissal ruin your motivation. Come to other titles until you find an eager partner.
It’s barely possible to create helpful material without relevant experience. PR agencies collaborating with mass media are ready to help. It’s important to make sure they have a specialist who is a fintech expert. Otherwise, the article will be lacking in depth.
Detail what you expect from the author, tell about your desire to show the company in the best light, but in a native manner. Recommendations from agency specialists may be very helpful. Be sure to listen to them.
Though we aren’t a PR agency, we are well-versed in fintech, since we develop applications and services for this industry. Polygant specialists create thematic content on their own. Write to us on Telegram and tell us what an expert article should be devoted to. We will help you compose it and promote it in the media.
It would be a shame to invest in content only to see no payoff. You can prevent such an outcome if you check your text against the following criteria:
A promotional text is a product that comprises lots of ingredients turning it into an effective and appealing material.
On the specified day, the text approved by the editors will appear on the main page or in the thematic section. At this moment, your company engages in distributing information about the material. This is what will help you attract more readers.
Here’s what you should do:
No material can gain traction without proper distribution. Present it to your hot clients and advocates so information spreads to the target audience en masse.
On the platforms that allow comments, your company’s representatives must respond to the messages from your readers. Use this opportunity to explain what isn’t covered in the text.
Follow these three rules when interacting with readers:
If you or your employees can’t be available 24/7, hire a remote relations specialist or outsource a crew to handle this task.
Even a neat material can’t guarantee a result. Be sure to evaluate the following indicators a few days after your text is released:
Analysing a promotion campaign and evaluating a text’s performance may be tricky, since not all platforms allow to study these indicators. Many websites hide statistics of published materials. In such a case, you will have to rely on your own capabilities.
Yet another important indicator is the number of sales or the amount of investment raised. (The nature of this indicator depends on your initial goals). Sometimes, instead of the given parameters, one analyses downloads of their fintech app or user activity with their product.
In fact, the one and the same text can bring 5 or over 1000 customers. A determining factor here is where you publish it and who will read it. What a fintech project has to do is prepare helpful content. And this is where it may need professional assistance.
Polygant is ready to be your partner. Our dedicated team is concerned with creating and distributing promotional materials, and interacting with readers. Use the form to contact us, so we can discuss promoting your company in the media.