Checking in with Yas, Fintech Marketing and SEO Consultant

When it comes to SEO, it relies on a combination of elements done well in order to rank highly on search engines
Checking in with Yas, Fintech Marketing and SEO Consultant

Where did you start your career (both in terms of industry and location?)

After I completed a multimedia course at University I was working part-time in retail and a fella came in one day looking for a pair of shoes. We got to chatting and he hired me as a web designer for his company in Hampstead. Every member of the team (including Alfie the dog) was integral and drove our success. After three successful years of working there, I moved to an invoice finance start up and grew the company to be the largest online finance provider. Then came the opportunity to move to Berlin and work for a trailblazing Fintech which is the industry I still work in.

How has the industry changed? 

I would say that because Fintech is such a strong concept, it hasn’t changed significantly in the fact that it combines the best of the financial and technological world to drive innovative solutions for customers. Of course, technology is always advancing and it’s incredible to see the capabilities of AI for example. However, I think people needn’t worry about  ‘automation’ as this technology is used as a tool to help us work more efficiently; ultimately humans who operate these systems are irreplaceable!

In a nutshell, how does SEO work?

When it comes to SEO, it relies on a combination of elements done well in order to rank highly on search engines and achieve successful outcomes. Of course I’m not going to give away all of my secrets but I would say having a strategy, planning and considering user experience are three incredibly important aspects in the SEO process.

What are the greatest challenges for Fintechs in terms of marketing?

I think specialisation should be prioritised over a generalised marketing approach; it’s great to get leads but those leads need to be high quality and convertible. There also has to be a clear direction and synergy between all aspects of a Fintech which includes good cross company communication. 

It’s interesting to see a trend in more traditional channels such as post being used again; I think customers like to have a tangible marketing asset alongside digital ones. 


What services do you provide for Fintechs?

I bring my personal expertise to every project that I work on and nurture every working relationship that I have. The feedback that I have received from clients includes a great appreciation of working with a reliable SEO specialist with a track record of successful results.


How has the pandemic affected Fintechs and their marketing? 

If anything, it has given Fintechs a boost because a lot of businesses are operating online and naturally that has led to an acceleration in traction. I think many businesses have been given an opportunity to reevaluate their marketing strategies and as a result there is a migration towards a more personalised and specialist approach.


Finally, are you reading anything at the moment?

I would recommend reading ‘Never Split the Difference’ by Chris Voss. As an ex CIA hostage negotiator, he knows a thing or two about how to get things done!