Credit Card Marketing Services

We help card issuers grow their payments business with digital credit card marketing strategies and financial content creation services.

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20 YEARS EXPERIENCE IN FINANCIAL SERVICES
Wells Fargo
Silicon Valley Bank
Emprise Bank
Wells Fargo Private Bank
Ondot
Zeta Tech

SOME OF OUR CLIENTS

In this interest rate environment, a fresh take on credit card marketing can revitalize your payments business

  • Digital marketing strategies and segment-focused content to promote new credit card products, rewards programs, and incentives to increase card spend

  • Clear language to reduce UDAAP risk for financial products and improve CX for adverse action (credit card application declines)

  • Faster marketing project completion with fewer iterations needed, based on our experience incorporating feedback from legal and compliance officers

Explore how we can help

Credit Card Marketing Strategies

client project snapshots

Credit card marketing: consumer, small business, and commercial customer segments

Revive legacy business credit card division with new marketing

We helped a national bank jumpstart their legacy business credit card offerings with revamped go-to-market positioning and messaging. To differentiate against other banks and fintech issuers, we emphasized enhanced capabilities like digital card controls, expense management, and virtual cards.

Our marketing and strategy services included: creating research-based personas to clarify attitudes and buying behaviors; defining and validating new positioning and messaging; enhancing website experience (wireframes, copywriting, design, user testing).

Improve CX and nurture relationships through card application declines

We worked with a leading bank to assess and improve customer experience associated with a declined credit card application. They wanted to maintain the deposit relationship even when they could not approve an unsecured credit card. Existing decline letters were extremely negative and confusing.

We reviewed CX and identified opportunities for messaging. A key reason for declines was missing information and many applications could still be completed. Partnering with legal & compliance, we crafted customer-friendly language to replace legalese in decline letters, and added credit education resources to support consumers in building or improving their credit.

Identify revenue opportunities with persona-based marketing strategies

To help a bank’s marketing managers plan new initiatives aimed at increasing credit card utilization, we created customer personas for multiple scenarios to inform product positioning and messaging.

For travel cards, we mapped out different types of travelers based on lifestyle and priorities. For instant issuance, the personas defined situations where immediate access to a digital credit card would add value. And rewards card personas highlighted how different customers think about and use rewards.

Nurture sales for fintech card platforms with B2B content marketing

For multiple fintech firms with digital banking and card control platforms, we helped attract and nurture leads with bank and credit union decisionmakers.

Based on our years of fintech trendspotting, we researched and wrote whitepapers and articles, and designed infographics about payment industry trends. Used for lead magnets, social media marketing, and sales enablement tools, this content helped move leads through the funnel.

Beyond the Arc thought leadership – Credit card and payments

Our industry knowledge and engagement sets us apart. Beyond creating great content, we’re part of the ecosystem actively discussing payments innovation, customer experience, and the future of credit cards.

In this video, Kathleen Pierce-Gilmore, SVP at Silicon Valley Bank chats with Beyond the Arc CEO Steven Ramirez about embedded payments and fintech trends.

Services for digital credit card marketing

MARKETING STRATEGY   .   FINANCIAL COPYWRITING   .   DIGITAL DESIGN

Develop positioning strategy for consumer and business credit cards

  • Conduct research with prospects, customers and internal stakeholders
  • Develop customer strategy and data-driven personas for target segments and specific use cases (e.g. travel, innovation economy startups, secured cards, etc.)
  • Define value proposition and positioning pillars as basis for credit card digital marketing strategies and messaging

Define value proposition messaging tailored for target segments

  • Create messaging framework with key messages relevant to the needs of different target audiences
  • Translate value proposition messages into deliverables such as webpages, product sheets, card carriers, and sales team pitch decks

Revise consumer card account servicing letters

  • Edit and write net-new email and notices for credit card services account management (including for secured credit card)
  • Develop customer-friendly messaging and educational information about credit card debt
  • Craft clear, plain language to make disclosures, contractual legalese, and complex topics easier for customers to understand

Create articles and social media to drive consumer and business spend

  • Suggest topics ranging from managing personal finances to earning cash back rewards and corporate revenue share programs
  • Write articles including research and focus on SEO to improve search visibility
  • Create landing pages and social media including content strategy, writing, graphic design and video production

more project snapshots for credit card companies

Developing and executing credit card marketing strategies

De-risk disclosure content with customer-friendly language

We developed simple, customer-focused language to explain credit card disclosures, approved by our bank client’s legal & compliance teams. Then we edited dozens of cardholder communications to replace legalese with equivalent plain language. This helped clarify which terms apply for declines, foreign transaction fees, collections (“how to manage credit card balances”,”it’s a good idea to pay your bill” messages), fraud claims, and more.

Drive card spend with targeted marketing campaigns

With both regional bank and wealth management firms, we helped improve credit and debit card utilization with strategic marketing campaigns. Private Banking clients received communications promoting the ease and benefits of using their card, tailored to specific needs and interests.

Increase credit card applications via mobile app

For a top bank, we helped streamline the digital credit card application process. The goal was to encourage consumers to read and understand Terms & Conditions within the mobile app for any credit product or service (could also be used for retail credit like gas station cards).

We developed plain English card agreement language in close partnership with legal and compliance teams. Then designed prototypes for a visually engaging mobile interface, with content structured in an easy 3-step model for card customers to review key details in the Terms & Conditions.

Need to ramp up digital credit card marketing to improve the bottom line?

Reach out – We’re ready to help