Build Credibility with a New Audience Through PR
Ever wonder why your bank, which has all of your personal information, sends you emails that start “Dear Valued Customer”?
You’re not alone. Only 27 percent of customers feel the financial services industry is fully customer-centric. Minneapolis-based SaaS startup Total Expert is on a mission to change that with a platform that makes it possible for banks to build personalized customer relationships at scale.
Here’s how Total Expert used PR to break into new verticals by establishing widespread credibility among key decision makers.
Challenge: Break into Competitive New Verticals and Improve Authority and Credibility
In 2018, Total Expert was a CRM platform for mortgage companies. But CEO Joe Welu had ambitions beyond the world of personal lending.
He knew Total Expert could transform the ability of banks and credit unions to build meaningful, mutually beneficial relationships with their customers. And that’s exactly what the company set out to do after securing a second funding round.
To help, the team brought on Propllr.
“We’ve made a name for ourselves in our industry and continue to grow our customer base. A big part of that stems from our PR efforts.”
– CMO, Total Expert
Strategy: Establish Widespread Credibility
Total Expert had two goals for its PR program: communicate the value of the company’s product and build authority and credibility for the brand.
To help them do that, we focused on three key efforts:
1. Build a thought leadership platform
Total Expert’s leadership team has decades of experience in financial services and deep insight about how tech can transform the industry. All they needed was a platform to share their ideas.
Propllr’s media team connected with reporters and editors in publications popular among financial services industry leaders to pitch the Total Expert leaders and their insight. The result: a steady stream of articles quoting and featuring Total Expert leaders on trending topics, full-length contributed articles (ghostwritten by Propllr’s content team), and podcast interviews.
The steady drip of insight and commentary raised Total Expert’s authority among key decision makers.
2. Spotlight customer success
One of the best arguments for Total Expert is seeing its platform in action.
So Propllr pitched stories of Total Expert’s clients using the platform to bring a personalized, human experience to their customers. The resulting news stories and awards not only helped burnish the Total Expert brand but also strengthened ties between Total Expert and its clients.
3. Expand into credit unions and banks
As Total Expert built out functionality to serve banks and credit unions, Propllr worked hard to secure coverage in media outlets reaching bank and credit union leaders. In doing so, Propllr not only made those audiences aware of how Total Expert could revolutionize customer relationships but also helped build trust for the Total Expert brand.
Results: Long-Term Partnership Positions Total Expert as an Industry Leader
Over the course of Propllr’s three-and-a-half-year engagement, the Total Expert team and brand evolved. Throughout, Propllr served as a go-to partner and consultant. All told, in the company’s time with Propllr, Total Expert earned hundreds of placements, won awards for itself and its customers, and saw substantial year-over-year revenue growth.
200 media placements 20 awards 50 press releases
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