Working in the financial sector can be stressful in the best of times, especially for client-facing positions. Generating leads can be a tricky process, with many prospective clients avoiding direct contact with representatives. 

However, there are a few ways you can build an effective content marketing strategy and generate more reliable leads for your online lending business 

The key to generating and maintaining leads is understanding and clearly communicating the needs of the client, which can be easier said than done, but there certainly are a few key approaches you can take in order for your content to deliver the required
message and spark interest in the public. 

What your content strategy should focus on 

First we must address the elephant in the room – focus. Building a content strategy requires a focus on key pressure points that need to be addressed for the prospective client to become interested and actually take action and inquire about the service.

When it comes to online lending and the financial sector in general, content marketing strategies can choose a few key pressure points to focus on to deliver maximum results. 

The needs of the prospective client

An effective content marketing strategy must address the needs of the prospective client, which is most of the hard work done by content strategists. 

Knowing your demographic, their financial profiles, spending habits, and other financial needs are crucial in identifying the correct target audience, which greatly increases the likelihood of generating high quality leads. 

Any financial services strategy can benefit from a focus on budgeting and providing clients with valuable insight regarding the different approaches to budgeting they can take, such as the
50/30/20 rule, which breaks down the budgetary requirements as follows:

• 50% for needs – essential purchases and payments, such as groceries, mortgage payments, transportation, health insurance, etc 

• 30% for wants – hobbies, fine dining, vacations and travel, entertainment, and more 

• 20% for savings – emergency funds, down payments, and retirement savings 

Focusing on these factors can show just how much value your service provides for prospective clients – making them more likely to become active clients. 

Clear and succinct messaging 

For a content marketing strategy to land, the messaging needs to be clear, concise, and address the pressure points we have discussed in the previous segment. 

Using overly complicated language is unlikely to bring much results and is more likely to alienate the prospective client as opposed to increasing their engagement.  

Once you have reliably identified the needs of your target demographic, it is time to translate this into the actual content, whether it be audiovisual media or text. 

Providing multiple solutions

It is always more effective for clients to see multiple uses for the service that you are offering. To get the message across, it is essential to focus on the multiple benefits of using your services.

For instance, an online lending content strategy should highlight the myriad of ways clients can use the funds to finance their goals and objectives, while also highlighting how important it is for them to

set realistic goals and gradually work towards them by building up credit and savings and being mindful of their spending habits. 

Evaluating the effectiveness of your content marketing strategy

Once you have deployed your content strategy and have been working with it for a substantial amount of time, it is crucial that you continuously reevaluate and monitor its effectiveness. 

Some important questions to consider include:

• How many prospective clients became leads and active customers?

• What was the demographic profile of the generated leads and does it match with the predetermined demographic?

• Did the leads have any additional questions? If so, what specific points did they address?

• How does the engagement rate translate into hard data? (social media interactions, comments, etc.)

Answering these questions will help you identify the possible mistakes you may have made in the planning process of your content marketing strategy and provide you with a general picture of what needs to be changed for it to reach the target audience and
generate more reliable leads. 

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• Source: https://www.finextra.com/blogposting/25827/content-marketing-strategies-for-generating-leads-in-online-lending-sector?utm_medium=rssfinextra&utm_source=finextrablogs