Hey everyone,
Araminta here. I have a question for you: how would you do marketing differently if each customer had to stay with you for 10+ years?
This is the situation that Enfuce faces, an issuer processor with offices in Finland and the UK. They offer the products and services required that enable brands to issue cards and process payments.
Processing payments is an integral part to any company's product, whether they are a fintech, mobility solution or bank. If the brand is unable to issue cards or the cards aren't working, that's a huge problem.
Switching issuer processor is also a huge job. In Enfuce's case study with Pleo, the Pleo COO explains how implementing with Enfuce was a 6 months process where a lot of people and budget were involved. Each new partnership involves the product team, compliance, risk, executives and other decision makers.
In other words, trust is the name of the game. As a brand, if you know switching providers will be a painful 6 month process, you really have to feel that you trust the partner.
And this is a key job of Enfuce's marketing: solidify trust.
How do they do this?
1. They publish a wide range of content
Not only does the Enfuce marketing team publish a lot of guides and e-Books, but they also create a lot of content where people can see and hear them: videos and podcasts.
Written content is crucial, but nothing builds trust like seeing and hearing the people you’re going to partner with. That’s why the team has invested so much in video, through their series like the Mikkus Minute and their webinars.
2. Their experts are everywhere
Their content is not created by people who know nothing about issuer processing. Instead, they put their experts front and centre of their video as well as their written content.
Nearly everything is created as a combination of an expert and a marketer who already has a strong understanding of issuer processing and how to extract knowledge from experts.
This way, the prospects know that the Enfuce knows what they’re talking about. In fact, their In the Hot Seat podcast is hosted by their co-CEO, Denise. Having their leaders at the forefront of their marketing means prospects have direct connection to who their talking to.
3. They invest in a lot of in-person activities
One thing Enfuce seems to understand well: for high stakes relationships, you need to involve the human element. Written content helps build the foundation, but in-person is what really tips someone over from prospect to customer.
First of all, Enfuce have an island where they can hold workshops and client meetings (and yes, it's absolutely stunning).
They also do in-person, regular, Aurora dinners, which they say has done a great deal for solidifying relationships.
Enfuce’s dinners are small, private events, with twenty or so “handpicked” guests curated to build meaningful connections and relationships. What’s more, they’re not filmed or photographed, enabling the attendees to feel as at ease as possible.
We were able to interview the wonderful Nicole Heringer, VP of Brand and Communications at Enfuce and publish an entire case study on how they can do content. You can read / listen / watch it here: How Fintechs Do Content: Building Trust with Experts at Enfuce
One key takeaway here is: content is crucial to building trust, but it's not the only factor of acquiring customers when partnerships can last decades. Using video, audio and most important of all, in-person events, are crucial to succeeding.
Mint Studios Recommended Reads
Some interesting recommended reading:
- How Fintech Companies do Content: Galileo's Enterprise-Focused Content -- another case study of how a company does content in high stakes relationships
- Why You Should Create Content Based on Interviews With Experts
Thanks for reading,
Araminta & the Mint team 🎉
Mint Studios is an agency that turns content into measurable pipeline for fintech and financial services. Learn more about what we do.
