Most fintech companies get the biggest bunch of their sales from the internet. This is because the first thing people do when they need to find out more information about a finance product or service is to search for solution providers online. For this reason, every fintech company needs to have a robust online presence.
When buyers start researching, their first aim is to gather information. They don’t necessarily focus on your marketing materials because there are lots of adverts on the internet, which aren’t always reliable. A study shows that 80% of decision makers prefer to gather information about a company via articles than make their purchase decisions based on advertisement and marketing materials. It’s clear. The most effective marketing strategy used by fintech companies is content marketing. By allocating significant efforts in creating, publishing and distributing digital content tailored to a specific market or audience, customers, as well as bottom line, are served well.
A study shows that 80% of decision makers prefer to gather information about a company via articles than make their purchase decisions based on advertisement and marketing materials.
Below framework works best for fintech companies looking to flex its marketing muscle.
Set clear goals and KPIs
Fintech companies must set clear goals for every content they create, and they also need to define the key performance indicators (KPIs) unique to its niche, with which to measure the success of their content marketing strategy.
Examples of fintech content marketing KPIs
Increased traffic and dwell time on the company’s website by a set number.
- Increased number of email newsletter signups by a set number
- Ranking of content on the first page of search engines such as Google, Bing or Baidu
- A specific amount of increase in leads and sales conversions
There must be a set number for each of these KPIs, as this would be a benchmark to measure success and request for increased budget when necessary.
Get into the customers’ head and understand their needs
One essential skill that fintech marketers must have is the ability to decipher the thought pattern of their target buyers. When fintech content marketers have understood the needs of customers and how these customers search for financial solutions, they begin to create content tailored to answering the customers’ questions. Providing a reliable and targeted solution to the needs of customers gains you the trust of such customers.
Review tech marketing materials and maximise its use
Fintech companies must regularly take inventory of their marketing assets and collaterals, to identify loopholes and fill them promptly. The best pattern for improving fintech marketing strategy is to approach it from the customer’s point of view, to identify keyword phrases that are integral to customers’ queries and use them adequately. Using tools such as Google keyword planner might help in this endeavour. Alternatively, using a topic cluster model to plan your content calendar would be a brilliant move too.
Find the most effective channel for your niche
In consideration of some financial constraints, fintech companies must distribute their content in the channel where they’ll reach their target audience – and this may not necessarily be the most popular channel.
For example, Facebook may have 2.3 billion active users but most of your customers might be a certain type of professional who mostly hang out on LinkedIn, then that may be the best channel for you. Some fintech companies find traction in Reddit, while others are big on Telegram. Find an online space where most of your customers go to seek solutions and tailor your content to reach them.
Top Content Marketing Ideas that Help Fintech Companies Attract More Customers
At this point, fintech companies need to realize that factual content filled with valuable information – and presented professionally – attracts fintech buyers more than cheesy content that resembles an advertisement. Below are some ideas that you can implement to achieve desired results.
Build a Video Library of Customer Case Studies
Always flaunt positive reviews, success stories, and testimonials whenever you can. Buyers are most times skeptical and need some form of reassurance that they’re about to make a great decision. When they see factual reviews, testimonials, and case studies, such proofs ease the concerns of prospects and bring fintech companies closer to closing deals and growing their customers. Case studies in the form of video or client testimonials that talk about your client’s journey and how your solution has helped them achieve their goals, are very effective use of your marketing budget.
Case studies in the form of video or client testimonials that talk about your client’s journey and how your solution has helped them achieve their goals, are very effective use of your marketing budget.
Focus on Trend-based Content
Trend-based content refers to jumping on trending topics and creating content about them to capture the attention of readers. Craft content that provide thought leadership or solution to trending topics, and people will inevitably pay attention to what you have to offer.
For example, fintech companies that provides solutions related to privacy, enhanced security and data protection or anonymity could create content pieces about navigating privacy regulations such as the General Data Protection Regulation (GDPR). This kind of content will speak volumes about the company’s competence, and result in increased traffic and leads for a particular service. Such companies could also create related content such as Personal Data Protection Act (PDPA) or Cross-Border Privacy Rules (CBPR)
Produce Evergreen Content Regularly
Unlike topical content, which quickly becomes outdated once the trend fades, evergreen content remains relevant for a very long time and will pop up each time someone searches for that topic.
Evergreen content are typically content that provide answers to frequently asked questions, resource list, DIY tutorials, ultimate guides, and case studies. Evergreen content works best when created with targeted long and short-tail keywords that will boost the SEO of your site
Position Your Team Members as Subject-Matter Experts
Fintech buyers would be impressed to know that key members in your organization are thought leaders. One mistake that fintech companies make is they always flaunt only their CEO and CTO as experts while relegating other team members to the background. Showcasing thought leaders in the company as subject-matter experts help boost the credibility of the company and attracts buyers.
Tell a Story About Your Company
Telling a story is one of the most effective ways to stir up people’s emotions. According to Neuroscience research, most people do not rely on facts when making decisions. Instead, they rely on their feelings. This emotion-based decision-making is the reason why people always want to see reviews and testimonials before buying a product. They believe that if your solution worked for the persons who gave those glowing reviews, then it should also work for them.
Why Content Marketing Is Effective in Fintech
Firstly, content marketing saves companies a lot of money. Aside from the fact that it yields three times more leads than outbound marketing, content marketing typically costs 62% less than the traditional system of marketing.
Secondly, content marketing strategies also have a close connection with Customer Lifetime Value (CLV). As long as the content is valuable and the company’s solution is useful, there are high chances that customers would want to patronize and collaborate with that company for a long time.
Content marketing strategy has, overtime, been so effective that 88% of B2B marketers have chosen it as their foundational piece in building a concrete marketing strategy. Any fintech company that doesn’t adopt content marketing strategies stands the risk of falling behind their competitors. Most B2B tech marketers have used content marketing strategies to position their solutions on the internet; therefore, to rise to the competition, your fintech company should also start using content marketing strategies.
The Biggest Mistake Fintech Companies Make
Many fintech companies exist today because they have a product or solution that genuinely solves a problem. However, superior product or technology is usually not enough. Marketing is the key to truly achieve widespread adoption and massive user response.
As a visionary and an unrelenting business leader, your goal is to focus on your expertise and find a genuinely capable partner who will employ winning marketing strategies using digital, content and social media to help you achieve your goal and accelerate your business success. Money invested wisely in a right partner always yields great returns. On the other hand, time lost doing things that are not your core expertise can never be recovered. Making that right decision is what separates winners from losers.
As a visionary and an unrelenting business leader, your goal is to focus on your expertise and find a genuinely capable partner who will employ winning marketing strategies using digital, content and social media to help you achieve your goal and accelerate your business success.