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Marketing a Bill Payment Services Business
Marketing plays a central role in any company. But when it comes to a bill payment services business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.
Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!
Messaging that relies on outdated delivery channels is often a waste of time and resources. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.
Competitive Awareness
Competitive awareness is the starting point for creativity in marketing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other bill payment services businesses, there's a good chance that you're missing something. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
Market Segmentation
Given the current competitive landscape, you can't successfully promote a bill payment services business to the entire marketplace. Although segmentation can be based on a variety of criteria, it's most commonly used to identify geographic or demographic groups within the marketplace.
For segmented mailing lists, we recommend using a proven partner with the experience to assist in the execution of your segmented bill payment services business market agenda.
Company Website
If you haven't done so already, the first step in marketing your bill payment services business is also the anchor point for your technological strategy: A company website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.
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