The New First Direct Financial Logo above a pos system

Client Spotlight: First Direct Financial

Since its founding, First Direct Financial has established itself as a strong partner in merchant services. They provide extensive transactional support for businesses across many industries to ensure they find great success. ON Advertising is proud to work with First Direct on their marketing activities to bring their company to the next level.

For almost 30 years, ON Advertising has been one of Arizona’s top marketing agencies for our way of obtaining favorable results for our clients. We take a business-based approach in our partnerships, which means we look at the bottom-line growth for our clients. Read our blog post below to learn how we’re helping First Direct Financial reach its goals. 

Who Are First Direct Financial?

Headquartered in Scottsdale, Arizona, First Direct Financial is a credit card processing provider whose reach spans across the United States. They’re an Inc. 5000 company that maintains a large network of over 5,000 representatives, ensuring every client has direct access and support to their services. Additionally, their abundant network of staff members establishes a high standard for exceptional customer service. 

Some of their services include:

  • Credit card processing
  • Point-of-sale equipment
  • Local personal associates
  • Client security

ON Advertising focuses on 3 areas for the merchant services provider: email marketing, content marketing, and brand development.

Enhancing the First Direct Financial Brand

When we were approached by First Direct Financial, one of the things we were tasked to do was touch up their branding. After analyzing their current brand, we felt it necessary to update their logo.

Meghan Norris, the lead Account Executive for First Direct Financial explains what led to their new logo, “To differentiate First Direct Financial from other merchant services companies, we added a tagline to the logo to make their services apparent right off the bat to potential customers. One of the best things about First Direct Financial is the team behind it. They provide personalized service to help their customers receive the lowest rates in their industry. This is not a typical approach for a merchant services company. It was important for them, and for us, to show their modern approach to this industry. To do this, we brightened up their brand colors and incorporated them into their logo as well as modernized the fonts.“

As we continue to work with First Direct Financial, we will continue to enhance their branding in other areas, like their website. Stay tuned for those exciting developments!

Content Marketing Helps Boost First Direct Financial’s SEO

To have a strong digital presence, you need strong search engine optimization (SEO)

SEO brings organic internet users to your website in a number of ways, including:

  • Keyword usage
  • Website design
  • Backlinks

One way that we are enhancing First Direct Financial’s SEO is through content marketing. We’re creating blog posts to build up the keywords the website ranks for. We began this process by conducting extensive keyword research to identify keywords that we can use based on their volume, CPC, and search difficulty. Then we incorporate them into the client’s blog posts.

Frankie Calandra, ON Advertising’s in-house copywriter, explains, “By using these specific keywords, First Direct Financial will slowly build upon its Google ranking when people search for these words and phrases. While words like ‘Merchant Services’ and ‘Credit Card Processing’ are no-brainers, the keyword research guides us on what other keywords are out there they can be ranking for.”

Once we begin redeveloping the website, we will also be using the keyword research to incorporate the selected keywords into the copy. 

Email Marketing is Driving Business Towards First Direct

One area First Direct Financial is proficient at is providing service for high-risk merchants. This is a specification banks give businesses that are potentially high risk of chargebacks and other troubling consequences. 

Recently, we launched an email marketing drip campaign geared towards high-risk merchants, specifically CBD businesses. We informed email recipients of First Direct Financial’s credit card processing expertise and how they can benefit from their services. Additionally, we highlighted a special offer for recipients who enroll in their services.

Bechét Proto, another Account Executive managing First Direct Financial, shares how effective the campaigns have been, “The first email drip campaign performed really well and spoke to First Direct Financial’s competitive edge. They can help high-risk merchants receive the services they need to succeed, even when the other guys might not give them the chance. The focus of the campaign was to drive this message, and we saw some of the highest open rates compared to the industry average. We saw a 21% average open rate out of the five messages sent throughout the campaign.” 

ON Advertising are Experts in All Areas of Marketing Strategy

As one of the top advertising agencies in Phoenix, ON Advertising is an award-winning full-service advertising and marketing agency committed to the success of our clients — and featuring a diverse team of highly skilled professionals who are passionate about what we do. We provide our clients with award-winning services customized for each organization to ensure their brand succeeds. Contact us today to learn how ON Advertising can help you.

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