The impact of advertising strategy and the perfect naming for a service.

We recently immersed ourselves in the fintech industry, helping companies and startups with their social media and online presence. Part of our consultation is focused on creating a growth strategy, not only on advertising but also on creating the right messages and the perfect customer experience.

In this case, we worked with Pagalo, a company with a new online gateway payment system in Guatemala. They have introduced a new system they first called “Tap on phone”. Immediately both we and our client noticed something was wrong with the name of the last service, it was a concept already on the market, and in the context of Guatemala it was quite hard to comprehend, especially for our target. 

With this in mind, our team dissected the key elements of the service. It was a system that used a smartphone and all it took for you to make a payment was tapping your card on the device. The name might have been in our faces all the time, so when we analyzed the background and dived into the core of the service the magic happened. We proposed calling it “Smart tap”. The word smart resembled the device and tap referred to the action it took to make the transaction. We all loved it; our client applied it across their websites, apps, and advertising.

Now that all services were defined and understood how the systems worked we started the advertising process. Why wait until everything was working properly and defined to start advertising? Quite simply, if you are constantly changing your messages you’ll confuse your audience. And if you launch an expectation campaign for too long people will lose interest.

Our first step was fully knowing our client and then comprehending their client, to create strategic designs and clear messages that would convert potential clients. However, this last action wouldn’t happen simply because you saw an Instagram or Facebook post. It takes several actions for people to not only give attention to a post but take action, and here is where advertising comes in. We made two segmentations thinking about our potential clients. We worked on a budget projection based on what we needed to invest to achieve our goals, optimizing the ads as they performed to get the best results for less money. 

All these strategies together resulted in an increase in website visits by 114%. Amazing, right? Our campaigns were sectioned into search, which increased by 80%, and our display campaign, which increased by 60%. These results took only three months, achieving 16% more registrations on Pagalo’s website. More businesses and startups now have an amazing tool that helps them grow in sales and make the process easier for them and their clients.