Swissmarketing Vaud invited Jan De Schepper, Head of Marketing at Swissquote. I expected a guide to be a leader in a few simple steps. Highly interesting, this conference actually felt like one of my masterclass.
Report of the conference
SWISSQUOTE, EN 26 ANS, DEVENIR LEADER PAR L’INNOVATION ET LE MARKETING DE CONTENU
Jan de Schepper
At this conference, what I wanted to know was how to become a leader. I expected De Schepper to hand me over the strategic marketing keys to success. The secret recipe for me to make Liip, my entreprise, an absolute leader in web development.
What kind of advice did I get?
Swissquote, a content brand
According to De Schepper, the foundation of a company leaves a significant mark. The founders, Marc Bürki et Paolo Buzzi owned Marvel Communication SA, a company specialized in financial information softwares. Once they figured out that they could provide the services they were talking about, Swissquote became a bank and IPO’d as such on the 29th of May 2000. The focus of Swissquote was on content creation right from the beginning.
A basic brand structure
At Swissquote, they believe that the brand defines who they are and how they act. Their brand structure is actually not original, as it involves a vision and six values.
In De Schepper’s words, a vision is like an Evening Star (Etoile du Berger in French). It is what leads your way.
To be the world’s most pioneering and intuitive online bank.
They are two essential words building this vision: pioneering and intuitive. “We are and want to stay pioneer, because our concurrence is international.” says De Schepper. Thus, innovation is fundamental. Secondly, UX is key, everything from the service to the platform has to be intuitive.
Swissquote has 6 fundamentals brand values
- Dare to be different
- In pursuit of excellence
- Unite as one
- Always say it how it is
- Champion the customer
- Do the right thing
Tips and tricks to create content
Be customer-focused, not product-focused
You should create and use personas. Personas must define who the users are with as much details as possible. It is easier to produce content when you have someone specific in mind. At Swissquote, they statistically analyzed data from their users to create their personas. Then they did some focus group to refine their analyses.
Secondly, they analyzed the Trader Journey to see what can be done in order to increase the conversion from one step to another. The content is then based on the needs and expectations of the users during their journey. In other words, they analyse the blockers in the Trader Journey. For example, does the type user X miss information at a certain point in his journey? Which info? How can it be provided?
Think as a publisher
When you create content, you should think as a publisher, not as an advertiser. You do not promote your product, you provide:
Create valuable content
In order to be valuable, the content you create has to fulfill the following adjectives (see picture).
For example: Authentic: do not speak about something you have no idea about
Sharable: People share because they want transmit something about themselves, who they are, what they believe in. It’s egoistic. Provide content according to who your users are.
Collaborative: Have partners that bring you visibility
Plan the diffusion
Think in terms of three categories:
- Paid media : the content you pay to be published (advertisement),
- Owned media: the communication channel you own,
- Earned media: the channel that publish your content (for example, you video on someone else’s page).
De Schepper best advice
…according to me, it is the best piece of advice: Iterate!
Try once, analyse, do it again with slight changes, analyse, try again and go on and on.
Swissquote Magazine as a case study
As an example, you can see the strategy of the publication in the pictures of the slides at the end of the article.
To conclude: apply your theory and iterate
De Schepper reminded me of my master class. I got out thinking that I should carefully stick to what I learnt. In the turmoil of daily business, I mostly feel that I should act and that standstill is the worst.
In fact, I know the theory to become a leader or make my entreprise a leader. However the team at Swissquote is a master in applying these theories. One of their most brilliant success, is the creation of a magazine, which is today an authority in their field of expertise.
The secret recipe is iteration. I should take the time to analyse. Each analysis is an opportunity to do better and increase the success of my next marketing action.