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Insights and Expertise

StreetSmarts SM

Sizzling content marketing ideas

for a successful season

Part 1 – Building the foundation

By Jaki Kackert Those partnerships often determine which merchant ver-
Kackert Marketing ticals are supported most effectively.

ummer is here, bringing longer days, out- Before launching marketing campaigns, evaluate your ex-
door gatherings and a welcome opportunity to isting capabilities and identify the industries where your
recharge. For merchants, however, summer is solutions deliver the greatest value. Whether your focus
S also the starting point for planning some of the is retail, hospitality, healthcare, professional services or
busiest shopping periods of the year, including Back-to- ecommerce, your marketing efforts should align with the
School, Halloween, Black Friday, Cyber Monday, and the markets you know best.
winter holiday season.
Just as important is understanding what challenges your
For ISOs and merchant level salespeople (MLSs), summer merchants are facing today. Payment acceptance is no lon-
presents an ideal opportunity to strengthen merchant ger a standalone service; it has become part of a broader
relationships and prepare for the busy selling seasons business technology ecosystem. Merchants are looking for
ahead. While sales efforts remain focused on acquiring solutions that streamline operations, improve customer
and retaining merchants, marketing plays a critical role experiences, reduce costs and provide actionable business
in building trust, educating customers and creating long- insights. This is where data can become one of your great-
term engagement that drives growth. est marketing assets.
By analyzing customer feedback, sales conversations, sup-
Today's merchants are operating in an increasingly com- port requests and merchant trends, marketing teams can
plex environment. They are navigating changing consum- identify common pain points and create content that ad-
er expectations, economic uncertainty, labor challenges dresses them. Educational articles, webinars, case studies,
and rapid advances in technology. As trusted advisers, videos and newsletters can position your organization as a
payments professionals can provide valuable guidance by trusted resource rather than simply another vendor.
sharing insights, tools and solutions that help merchants
operate more efficiently and compete more effectively. Artificial intelligence is also creating new opportunities
for marketers to better understand merchant needs. AI-
The most successful content marketing strategies begin powered analytics tools can help identify content trends,
with a clear understanding of your audience and the value predict customer interests, personalize communications,
you bring to the marketplace. and uncover opportunities for cross-selling products and
services. While AI should never replace human expertise,
Determine your market potential it can help marketing teams work smarter and create more
relevant content on a scale.
Every effective marketing strategy starts with knowing
where your strengths lie. Organizations invest consider- Build a brand that merchants trust
able amounts of time and resources developing partner-
ships with processors, gateways, software providers, In a crowded marketplace, your brand is often your most
OEMs and other technology vendors. valuable differentiator. A strong brand goes far beyond
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