Cypress

Marketing Channels

Customer Acquisition Strategy

Our primary goal is to have users download the Cypress app, connect their credit card accounts and engage with our robust community through the app and through our social media channels. Our mobile app will serve as our product and marketing channel for our brand. We strive to provide our consumers with a real-time solution to optimize their credit card rewards through a trustworthy platform.

In order to acquire our initial user base and put the below content strategy into action, we will do the following throughout our user’s journey:

Pre-Launch

Organic Channel User Acquisition: Our optimized website content and organic social media posts will be used to drive traffic to the app store to promote Cypress downloads. We will complement our organic content campaigns with our paid ads, (mentioned in more detail below.)

  • Targeted Content Banners: We will utilize content banners across our mobile website with targeted content to drive traffic directly to the app store. 
  • Optimized Content Marketing: Our blog will be filled with high-quality content that checks off these three main points: 
    • Informational
    • Shareable
    • Digestible 
      • The content types will include: listicles, infographics, videos and downloadable e-books centered around financial tips. 
      • Analyze Website/Organic Social Data: We will use Google Analytics and Google Keyword Planner to make sure our pre-launch strategy is targeting our user personas as we analyze the demographics of the users who are visiting our website and completing conversion goals (app downloads). We may need to re-adjust our targeted content to better reach our target audience. We will also track and analyze Cypress social media data in the individual platforms, as well as our social media management platform, Hootsuite to optimize our organic social media posts: including adjusting posting time to increase our engagement rate, and make sure the chosen content is what our followers are looking for. 

Analyze Website/Organic Social Data: To ensure that our pre-launch strategy resonates with our target audience, we will use Google Analytics and Google Keyword Planner to analyze the demographics of users who visit our site and complete conversion goals, (e.g., download app, complete registration.) We may need to readjust our targeted content to better reach our target audience. We will also track and analyze Cypress social media data in the individual platforms, as well as our social media management platform, Hootsuite, to optimize our organic social media posts by adjusting posting times to increase our engagement rate and making sure the chosen content is what our followers are looking for.

Paid Advertising: To garner additional app downloads, we will partner our organic content strategy with social media ads on Facebook/Instagram, pay-per-click (PPC) advertising with Google Adwords, and cross-promotion with partner apps. Our paid advertising strategy will hit our prospective users at various points through the user journey. 

  • Social Media Advertising: We will use Facebook/Instagram ads to target users in the beginning/middle of their user journey. These ads will focus on attracting them to our brand and generating awareness that our solution may solve a pain point of theirs related to credit card usage and reward optimization. The ads will drive the users back to informational and optimized blogs and mobile landing pages that will focus on a call-to-action button to download the Cypress app. 
  • Paid Ads – Search: We will use our keyword research as well as A/B testing with paid search ads to reach users searching for keywords related to credit card optimization, rewards and organization (more information below). This campaign will help provide further awareness about our solution, driving traffic to the app store, or a mobile-optimized landing page that will provide a direct CTA to the app store(s). 
  • Paid Ads – Retargeting Advertising: Our retargeting ads will reach users during the consideration and decision stages, after they have already visited our website (mobile or desktop) and haven’t yet converted (e.g., downloaded the app.) 
  • Cross-Promotion Advertising with Partners: We will collaborate with relevant partners to drive additional traffic to our optimized landing pages and App Store page. These ads will be served to our potential users during the awareness stage. 

During Launch

During our product launch period, we will evaluate the effectiveness of the pre-launch tactics discussed above and adjust as necessary. In addition to the above plan, we will also do the following to promote app downloads and brand awareness: 

App Store (Apple and Android) Optimization: The Cypress app will be properly optimized with top search keywords in the fintech space with high-quality screenshots of the app in action, a robust app description and early-adopter reviews. We will conduct similar SEO-based research (as mentioned below) to develop this optimized content. We will also run A/B testing throughout our app launch to continually optimize our strategy. 

Influencer Marketing: Early on, we will work closely with Instagram and TikTok influencers in the fintech space to help drive awareness and app downloads. These influencers will be heavily vetted to ensure they align with our target users and lend credibility to our brand and solution. 

Podcast Partnerships/Sponsorships: Similar to influencer marketing across social media channels, we will work closely with popular podcasts that share our target audience to promote our newly launched app. We will also invite these podcast hosts to act as early adopters so they can share their honest reviews with their listeners. 

Post-Launch Strategy

A founding principle of Cypress is approachability. We strive to make credit card management and savings accessible for all. In doing so we want to embody a tone of voice that allows our users to feel as though a close friend is giving them advice on which card to use. We want to make financial, credit card, and overall savings education fun. The Cypress tone of voice is neighborly, quirky, and trustworthy. Our goal is to use this tone of voice throughout our marketing channels. 

Cypress will follow an “always on” content strategy. We will focus on content surrounding financial literacy and ‘how-to posts.’ Additionally we will promote app features and repost user-generated content to build upon our community relationships. SMART Analysis Cypress

When setting marketing goals, we focused on the Specific, Measurable, Achievable, Relevant and Timely (SMART) analysis. Through this, we have developed the following objectives:

  • Specific: Our presence on social media and digital platforms will bring in most of our downloads for the app. We would like to see at least 40% of our customer base obtain information about the app in some type of digital advertisement and on our website.
  • Measurable: Our social media presence will grow by 60% in the first quarter after the launch of our app. 1,000 downloads are expected in the first month after release. We expect over 30% of our customer base to be visiting the website more than twice a month.
  • Achievable: We will achieve this goal by having a strong social media presence as well as run multiple paid social media advertising campaigns. Our website will be user-friendly while also being a platform for people to come together in the Cypress community. Collecting data regularly on the website and on certain pages will be reported to show growth.
  • Realistic: These goals are measurable. Monthly and weekly reports will be created to keep track of social media presence, number of visitors to the website, and number of downloads and more.
  • Timely: Our goals are set to be achieved in the first year of business. We plan to re-evaluate these goals every quarter and update them regularly to stay on track.

Channel Strategy via PESO Model

Cypress Peso Model

Paid Media

Our paid media strategy will include sponsored articles, influencer marketing, and paid search and social advertising.

Sponsored Articles
Sponsor editorial content on well-known sites such as “The Points Guy” where our target audience goes to learn about credit cards and rewards. Doing so will boost brand awareness and lend credibility to our brand since it aligns Cypress with an influential outlet already trusted by our target audience.

Influencer Paid Partnerships
Offer financial bloggers and influencers on social media a paid partnership as early adopters to the app to gain brand awareness. 

Conference/Event Booths
Pay for booths at relevant financial/Fintech conferences, such as “Money 20/20” or “Future of Fintech” early on to get our name out there and network within the industry.

Paid Search/Social Ads

  • Setup Google search ads for relevant keywords that are highly targeted to our brand with lower CPC (for example, “credit card reward app” – CPC= $3.33)
  • After our brand has been active on social media channels long enough, we will review follower insights to see what type of content has a higher engagement rate. We will set up sponsored social media posts on the channel we think will then provide us the best ROI (high click through rates, goal completions, etc.) 

Earned Media 

Simultaneous to our paid media strategy, we will implement an earned media campaign. This will primarily include the following: 

Public Relations
Execute a media relations campaign leading up to launch, garnering press coverage around:

  • Company profiles and interviews (target outlets include Inc, Bloomberg, Wired, The New York Times, etc.) 
  • Investor relations and fundraising (target outlets include TechCrunch, Fortune, CNBC, etc.)
  • Community service partnerships, where Cypress coaches and educates those who are overwhelmed financially or just starting their credit journeys (target outlets include TODAY, Mic, local/regional publications, etc.) 

Awards
Submit and solicit nominations for industry awards such as the “FinTech Awards.” Such recognition will establish credibility for our new company, boost awareness and help secure additional funding. 

Shared Media

Our shared media will combine user reviews as well as key social media content. The breakdown is as follows:

Cypress Facebook PostCommunity Forum on Website + App
Enable users to review and score different credit cards, ask/answer questions and share tips (that other users can upvote to incentivize engagement). Utilize SEO tactics to push Cypress QAs further up in search results (see SEO strategy below). 

Social Media Channels
Start with a presence on Twitter, Instagram, Facebook, TikTok, and LinkedIn to garner attention from our target audience, and experts within the financial/fintech industry. 

Facebook
Create a Cypress Insiders group to help build community and spread awareness. 

  • Offer group members an “inside look” at the app and let them know about announcements before outside followers so the group members feel a sense of belonging to a “VIP community.” 

TikTok

  • Create how-to videos about using the app and financial tips.
  • Engage in partnerships with well-known, macro TikTok influencers in the Fintech space. According to Influencer Marketing Hub’s State of Influencer Marketing 2021, larger influencers are more popular (and deliver more ROI) on TikTok than other platforms. Preliminary partnership targets for Cypress include: 
    • @zacharayburrabel (1 million followers; gives credit card tips)
    • @ecommjess (financial feminist, millionaire at 30)
    • @humphreytalks (2.3 million followers; personal finance tips)
    • Use hashtags: 
      • #FinancialAdvice (59 million views)

Instagram

  • Post high-quality images and videos related to the app in the grid. 
  • Create high-quality unique, shareable and branded how-to infographics to the grid and story. 
  • Use LinkTree to offer #linkinbio opportunities back to website blog posts or to download the app in the app store. 
  • Consistently post to our story with app updates and financial tips.
  • Create profile highlights that feature IG takeovers with well-known Instagram influencers in the Fintech/financial space, including: 
    • @thebudgetnista (Verified, 517k followers, financial educator, NYT bestseller)
    • @mrsdownjones (Verified, 220k followers, “financial pop star” 
    • @pennywisetraveler (12.2k followers, provides advice on how to maximize points and budget, made national tv appearances). 
  • Use hashtags: 
      • #PersonalFinance: 2 million posts
      • #CreditCard: 775k posts
      • #CreditCardRewards: 5,000 posts  

Twitter

  • Connect with industry experts and other Fintech companies to build an initial community early-on and possibly find additional investor relations opportunities. 
  • Build brand awareness
  • Interact with users
  • Announce new features
  • Tell personal stories
  • Use hashtags: 
    • #PersonalFinance: 58 popularity score (use related hashtags when appropriate: #finance, #money, #investing) 
    • #CreditCards: 48 popularity score (use related hashtags when appropriate: #creditcard, #creditcardrewards) 

 

LinkedIn

  • Generate leads
  • Offering financial education materials
  • Drive website traffic
  • Build brand awareness

 

User Reviews

Solicit and promote reviews from early adopters during the beta test; once we are ready to launch, encourage Trustpilot reviews. Within the app, prompt users to leave a review if they are enjoying Cypress.

Owned Media 

Follow the 80/20 rule for content where 80 percent is helpful financial advice not directly pitching Cypress and the other 20 percent can be more promotional with calls to action related to Cypress. Furthermore, all owned content should be created with SEO in mind to bolster brand awareness and incentivize app downloads.

Email Marketing
Send personalized weekly newsletters that show users how much they earned that week through a custom optimization graphic along with upcoming offers that may be of interest based on their location, spending habits, financial goals and held credit cards. Encourage engagement by promoting a user-submitted “Credit Card Hack of the Week.” 

  • Schedule:  Aim to send on Tuesdays or Thursdays at 8 a.m., 1 p.m. or 5 p.m. since research indicates open rates peak during those days/times. Also, review reports provided by our email server detailing when emails are being opened/read and adjust accordingly.

Search Engine Optimization

  • Optimize keywords in app store description to gain visibility and higher rankings.
  • Optimize website content with prime industry keywords. Utilize on-page SEO tactics, link building and content promotion to achieve higher search rankings than competitors. 
    • Keyword/keyword phrase examples: 
      • “Credit card rewards”: has a volume of 12,000, and a keyword difficulty score of 87%. 
        • Variations include: “credit card reward offers”, “reward credit cards”, etc.  
      • Use these keyword phrases in QA-based blog posts on the website to help show up in QA search results: 
        • “Which credit card has the best rewards?” (1,300 searches/month) 
        • “Are credit card rewards worth it?” (140 searches/month) 
        • “How to maximize credit card rewards?” (140 searches/month) 
        • “How to check credit card rewards?” (90 searches/month) – best to optimize for specific credit card types as well. 

Website

  • Homepage (responsive design) highlights app-related content and direct click-through links to the app store(s). 
  • Blog featuring helpful financial advice, timely tips and tips from guest writers.
  • SEO-optimized content throughout the website including blog and FAQs. 

Mobile App

  • Use geofencing to send real-time push notifications advising users on which credit card to use and other in-store specials.
  • Use SEO tactics mentioned above to improve search rankings in the app store(s). 

Measuring Success

During our initial growth phase, we will measure success based on the following metrics:

  • Positive month-over-month retention rate (calculated by number of users who use the app in one month divided by the number of users who used app in the previous month) 
  • Monthly active users (number of users who opened our app in a given month) to measure engagement and how useful Cypress is to users; our goal is to increase MAUs by 10 percent month over month 
  • Number of new app downloads; goal is a 5 percent month-over-month increase for the first two quarters then 10 percent thereafter 
  • Lifetime value to tell us how much value each customer is bringing to the app

We will also track the source of app installation to help inform decisions about channels for future marketing efforts. With that, we can track downloads per day to see if our marketing efforts are working. It’s essential that we not only track downloads but how many have actually launched the app and created an account. Once we’ve reached 50,000 active monthly users, we will begin to monetize Cypress through advertising. 

Learn About App User Engagement & Retention