Marketing a financial technology company without a strategy is like trying to steer a sailboat without a mast and sail.
A marketing strategy is the bedrock of any marketing campaign. Regardless of the industry or the organisation you’re promoting through marketing.
In this article, we define fintech marketing and explain why fintech companies should invest in a marketing strategy. We also unpack the seven best digital channels for a fintech marketing strategy.
What is fintech marketing?
Fintech marketing can be described as promoting and advertising financial technology brands, products and services. This can include online banking, mobile payments, digital wallets, cryptocurrency, and other financial technologies.
Fintech marketing often focuses on promoting the convenience, security, and cost-effectiveness of fintech products and services.
This includes educating consumers about how to use them. This can involve various marketing channels such as digital marketing, social media marketing, email marketing, content marketing and event marketing.
The goal of financial technology marketing is to generate awareness, leads, and conversions from the target audience.
Why invest in a marketing strategy?
Overall, a solid marketing strategy can help a fintech company increase its visibility, build trust with customers, and generate revenue. All of which are crucial for long-term success in the market. Other reasons why fintech companies should be investing in a marketing strategy include:
- Increased brand awareness
- Attracting new customers
- Building community trust
- Generating more revenue
- Industry differentiation
- Staying relevant in the market
- Keeping up with competition
7 best digital channels for a fintech marketing strategy
Pay-per-click advertising
Fintech startups can use Pay-per-click (PPC) advertising, such as Google Ads, to generate quick leads and increase website traffic faster. Pay-per-click ads remain one of the most effective performance marketing tools available today.
Content marketing
You can use Blogging, podcasting, infographics, videos, and other content to educate customers and build trust with target audiences.
Email marketing
Fintech companies can use email marketing campaigns, including unique approaches like email signature marketing, to promote new fintech products and services. Email marketing is also effective for keeping customers informed of company updates and promotions.
Messaging app marketing
Messaging app marketing is a direct form of communication with customers through SMS, Facebook Messenger, or WhatsApp. It is an effective channel because it allows businesses to directly communicate with their audience in a personal and convenient manner.
Search engine optimisation
Optimising a financial technology company’s website and website content for search engines like Google, Bing and others can help to increase brand visibility and drive quality traffic to the website.
Influencer marketing
Influencers hold sway in their niches and with their large social networks, and partnering with influencers in the fintech industry can help fintech startup companies reach new audiences and gain industry credibility.
Event marketing
Hosting or sponsoring events like webinars, conferences, or meetups are great for fintech companies to connect with customers and showcase their products. We class this as a digital channel for two reasons. Firstly, events have gone virtual with webinars and the metaverse. Secondly, because every physical event creates digital content opportunities for marketers to promote to digital audiences.
