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Education

Payments industry The second type of marketer is the
hobbyist. This group comprises peo-
marketing 101 ple with minimal experience creat-
ing their own content, but they have
wonderful ideas and communication
By Nicholas Cucci skills to get their point across and
actually out there into the world. It's
Fluid Pay LLC one thing to have an idea but another
to be able to communicate exactly
'm in marketing. The dreaded statement anyone who is actually in mar- what you are looking for. This hire
keting despises hearing. I'm sure you've come across different terms will require a marketing company
and titles by now: B2B, content marketing, digital marketing, marketing with a graphics designer but will be
I management and so forth. What's it all mean? Are they just buzzwords? slightly cheaper than the all-around
marketer.
With so many distinct names, possible roles and divergent notions of what
marketing is, the first step is figuring out the process and what exactly you are The last type of marketer is the mini-
looking for. In my eyes, there are three types of marketers. malist. This is the hire you try to

Three categories groom into one of the two above. This
typically is a younger individual who
The first is the all-around marketing hire. This describes individuals who is more in tune with current trends
can be creative and set campaign trends while doing their own artwork. The and may need a little help organizing
pros of hiring this type of individual is they have immersive experience in thoughts. This hire is not bad at all
Adobe products and can slate their own materials, saving you the expense of a but will lack experience and graphic
marketing firm. However, for a small business this may not be the best use of design skills. The key here is to hire
funds, as this is the most expensive of the three. someone who you see catching on
quickly to your brand and/or learn-
ing graphic design.

The payments industry is compli-
cated, but it really doesn't have to
be. Keep it simple! Simplify the com-
plexity and block out the noise. I've
always tried to stay true to the four
P's: placement, product, promote and
price.
Placement
What's the best channel for you to
reach out directly to your audience?
Define your audience. You should al-
ready be sourcing current and past
leads that have come in. Where did
they come from? It might not match
up to what you'd expect, but do not
deviate from your findings. This is
where the most common mistakes
are made.

Ask yourself where you want to go
with this marketing campaign. Is it
for current or potential clients? What
are the industry magazines for ven-
dors and for clients? How often do
they publish? When are the trade-
shows? These are all matters you
will need to consider. Marketing on
a budget could involve placing adver-

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