Updated: Apr 14
It’s an exciting time in the world of fintech. Being one of the fastest-growing industries in the world, fintech has a stream of new brands and solutions trying to break into the industry.
But fintechs stand against old and established financial institutions that are set in their ways and customers who are used to a particular way of banking and nervous about trusting new technologies with their money.
So how can fintechs get their message out there and build trust with these audiences? We’ve listed 5 of the most effective fintech marketing strategies that you can adopt today.
Optimise your website
Being a fintech brand, you should have sufficient knowledge when it comes to optimising your site to provide an enjoyable and seamless user experience.
Providing a good user experience is hugely about ensuring you have a mobile responsive website. A mobile-friendly site improves SEO so you’ll rank higher in Google search results, and increase your chance of converting your visitors to clients or customers.
Tip: Keep your web copy short and to the point and use visual elements to make your site more attractive. Steer clear of unnecessary widgets, pop-ups or irrelevant content that makes navigation frustrating.
Not only does content marketing cost 62% less than traditional marketing and bring in 3x more leads, but high-quality content continues to pull traffic to your site long after you publish it.
In an age of mistrust for financial institutions, fintechs can leverage content marketing to provide a more accessible world of finance and establish themselves ad thought-leaders in their field. Use a mix of long-form blog posts, social proof in the form of case studies and testimonials, and images, videos and infographics to provide maximum value to your audience, and revenue for your brand.
Tip: Create a content calendar of topics that are relevant to both prospects, new clients, and existing customers, and include a plan for when and where to share your content with your audience.
Be active on social media
Social media is an excellent tool to distribute new content, start conversations with prospects, and maintain relationships with existing clients. You’ll build trust and credibility which you can use to inspire people to buy your services.
Tip: Research on which platforms your target customers spend the most time, and when they’re most active. Then use these platforms to share new content, company news and valuable insights at times when people are most likely to see it.
You might hear the word ‘email’ and want to shy away from it, but email marketing is powerful when done right. The key is relevance: if your content is relevant to your recipient, they are more likely to read it.
According to a recent study, marketers who used segmented email campaigns noted as much as a 760% increase in revenue.
Tip: Conduct thorough research into your target audience to find out what makes them tick and use that information to create your email campaigns. If you know who you’re targeting and what they care about, your increase your chance of making emails they’ll open and read.
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Be smart with paid ads
Fintech marketing needs to make an impact where the majority of the attention is for that target audience. Still, many companies use TV and radio advertisements when they should use Google, YouTube and Facebook Ads to market their brand.
To give your marketing a boost, it’s worth setting up ad campaigns on platforms like Google, Facebook and LinkedIn. Paid ad campaigns with sensible budgets, and appropriate keywords, demographics, images, and call-to-actions are critical to succeeding in 2020.
These are all proven marketing strategies that fintech marketers can quickly implement to boost their marketing strategy. By leveraging these techniques, you can generate more quality leads, connect with your audience and accelerate business growth.
Bonus tip: To add a more human touch to your brand, try creating a personal brand for one of your company leaders. People are more likely to trust a person than a corporate machine, so use the personal brand to compliment your company brand and guide prospects to your site.
About the author
Kathryn Strachan is the Founder & Managing Director of Copy House, a content marketing agency specialising in the technology industry, turning complex technology and jargon-heavy language into digestive, fun and engaging content.
By crafting SEO optimised, educational content, Copy House helps fintech giants like Klarna and Modulr increase brand awareness, build trust and generate more leads.