Financial technology firms employ an array of fintech marketing strategy to drive demand, retain clients, and expand their company.
Fintech is anticipated to generate $105 billion in revenue by 2020. CBI Insights has identified 162 financial technology “unicorns.” These businesses have a market capitalization of at least $1 billion.
Analysts and business people believe that early workers in fintech companies will launch a new generation of startups in the coming years.
Fintech startups are gaining ground on established financial institutions as a result of their use of innovative technologies. Many of them accomplish this by collaborating on startup initiatives or by forming new organizations such as incubators or accelerators.
There are several companies in the financial technology industry. In addition to the intense competition they encounter, fintech firms confront a number of fintech content marketing challenges. Because of these issues, it is becoming increasingly difficult to develop consumer trust, which leads to more restrictions, less money, and changing customer expectations and behaviors.
Here are examples of Fintech content marketing strategy that work.
Community Marketing
Community marketing is essential to both the banking and information technology industries.
Community marketing strategy plan helps to establish deep links with your target market and include them in your company’s success, all while satisfying their wants and aspirations.
Creating a community satisfies our innate desire to share and belong. This is a fantastic method for fostering long-lasting loyalty and emotional connections.
This method has been implemented by popular companies such as Revolut and Monzo to build powerful brand communities that contribute to product development, customer retention, and overall business success. Customers have been encouraged to, among other things, suggest and name new goods, provide feedback on current offerings, join open BETA groups and Live Q&A sessions, and attend community gatherings.
When Monzo’s use of the “Mondo” trademark was questioned, the firm notified its one hundred thousand customers and the media. In under 48 hours, more than 12,000 people visited their landing page.
It might be challenging to build new communities. Crowdsourcing is a well-known and effective strategy for building strong communities. Revolut was the first firm to employ it.
Mindful branding
As the market increases, it becomes harder for enterprises to differentiate themselves. For fintech logos, pastel colors and flat drawings are becoming increasingly trendy. Think creatively and take risks for your brand.
N26 excels in this regard. The #nobullshit fintech content marketing campaign by N26 is both distinctive and hazardous.
To communicate with millennials, a warmer tone and simpler language were used. It is probable that certain consumers and reviewers may be irritated. Because of its advertising, N26 is perceived as a financial industry disruptor.
Content with influencer marketing strategy
With the guidance of Pensionbee, individuals may plan and save for retirement. It is essential, however, to pay close attention to how they market to influencers.
When their product was first made accessible, they partnered with personal finance bloggers to promote it. They have utilized these blogs for the past five years.
Lynn Beattie is the owner of Mrs Mummy Penny. She began contributing blog posts to Pensionbee in March 2017, one year after the program’s inception.
On their website, you can also find the blogs of other individuals. These guest post exchanges initially helped Pensionbee get almost 10,000 backlinks.
If your product is new or if you have a small fan base, influencer fintech digital marketing may be advantageous.
The Gamification content
Gamification is the process of applying games to places where they do not belong. What implications does this have for marketing strategy? Among the most prevalent are the following:
- competition prizes
- Points for incentives
- Use games, riddles, and quizzes, as well as other interactive components, to keep your audience interested.
In finance, games are used to generate excitement for a product and attract new buyers prior to its debut.
Monzo’s mobile banking app, for instance, was released in the United Kingdom alongside a waiting list and registration program. Those that downloaded the application were placed on a waiting list. To advance in line, they had to nominate a companion.
Waiting lists stimulate interest, competition, and the desire to be the only possessor of an item.
On the other side, it also shows that the particular “program” or “project” is worth to wait.
Talk about your rivals/competitors in your content
At this fintech digital marketing point, we took an example from Wise.
The software and platform of Wise enable low-cost money transfers.
With so much expertise in digital marketing strategy, we would like to highlight one method that everyone can implement: writing articles that explain how to create and shut a rival account. Some of the topics they created are:
- A bank account with ING Australia Bank has been closed.
- The UBank account has been discontinued.
- establishing a Westpac Financial Corporation account
- St. George Bank’s transfer costs, exchange rates, and transfer times
Many conventional marketers believe that monitoring the competition is a waste of time. They believe there is always more to learn.
Wise is in command of the narrative since it instructs the reader on how to proceed. Self-sale is an option for intelligent individuals (without being overly salesy and spammy).
We are certain that mentioning other brands at these publications will result in new clients for Wise Software.
Content that answers the audience’s questions
Argyle, a B2B financing company, provides employment statistics. These programs may consider all of an employee’s sources of income.
There are many articles similar to “Top Ten Payment Processing Tips” in the B2B fintech market. In the fintech marketing plan Slack, individuals discussed how much B2B content is unnecessary.
Content-savvy The Argyle firm is well-known. Their blog contains information which the clients can reap.
In an interview, Argyle’s marketing director Eva Sasson stated that the company’s content is derived from user discussions. They meet once a month to discuss and write about real-world concerns.
As a B2B sales organization, you should begin by addressing client inquiries and issues. Typically, brief phrases and pertinent information suffice.
Sean Blanda advises SaaS businesses to begin with email rather than SEO. Even though Argyle is not a SaaS business, sales are crucial to their success (SaaS). The initial phase of a marketing strategy plan is to answer client queries.
According to Eva, clients frequently believe that reading their content is a crucial component of their marketing approach.
Content Marketing and Utilization of Various Mediums
Content marketing is one of the most successful and cost-effective ways for promoting fintech despite the fact that everyone can write. In today’s digital-first world, SEO and organic traffic are “musts,” and an effective content marketing plan may help a company’s brand become regarded as a thought leader and authority. Customers will have more faith in your organization as a consequence.
Wealthsimple, a Canadian company that develops investment solutions for consumers, specializes in content marketing and storytelling.
People desire more credible examples and use cases that explain what worked and did not work in the real world. Wealthsimple, for instance, has followed this trend by producing focused, challenging pieces that go beyond financial advice and are unrelated to the company’s technology. People like Anthony Bourdain and Kevin Bacon have been interviewed for the Money Diaries series, which investigates how individuals deal with personal financial difficulties in the context of their lives, careers, and personal goals and aspirations.
