The impressive rise of the Fintech industry was driven partly by consumer demand during the height of the coronavirus pandemic. And the industry shows no signs of slowing down. In fact, the fintech industry was 2021’s leading venture investment sector, with over 134 billion dollars invested.
3 Ways That Digital Marketing Can Differentiate Your Fintech Brand
The capabilities, benefits, and services of this industry are evolving rapidly every day. As a result, it is crucial for Fintech brands to stand out in this dynamic market.
Is your Fintech brand prepared to stand out amongst the competition? Here are 3 ways that digital marketing can help to differentiate your Fintech brand.
1. Strategic messaging that focuses on what makes your brand unique.
When it comes to strategic messaging, it isn’t the quantity of your content that matters. The value is in the quality. The content on your website and digital platforms should be clear and concise, and communicate how your unique Fintech brand solves challenges for your target audience. Questions to ask yourself as you are crafting strategic messaging include:
- What makes my Fintech brand stand out?
- What benefits can I provide my audience? How can I make this more clear in my messaging?
- What challenges am I solving for my target audience?
- How is my product different from the competition?
Once you have gathered this initial information, you can start creating unique, strategic messaging that will attract and inform your target audience.
“Strategic messaging is a fundamental piece of every digital marketing strategy,” says Ellen Steinlauf, Mindtap Digital’s CEO. “Creating clear and direct messaging that speaks directly to the users’ pains, gains or job functions so that they immediately recognize what your products can do for them is the art of that work. From that ‘ messaging architecture’ flows all the content and thought leadership you will develop to create a well-oiled digital marketing engine to drive traffic and leads.”
2. Create personalized content that speaks to your target audience.
Once you’ve developed your strategic messaging, you can start to get personal with your target audience. Personalized content is a crucial aspect of digital marketing. However, 50% of consumers say that financial services companies are not using personalized content in their communication. This can significantly impact customer acquisition and retention rates.
Other benefits of creating personalized content for Fintech brands include:
- Improved conversion and engagement
- Higher customer loyalty and a better customer experience
- Better ROI on marketing efforts
“Personalized content aids Fintech brands in their drive to create long-lasting relationships with their target audience,” said Katie Mouton, Mindtap Digital’s Senior Digital and Inbound Strategist. “When these brands can effectively show their audience that they understand the challenges and can help alleviate them, it builds the trust and loyalty needed to establish a Fintech brand as a thought-leader.”
Some customer-centric, personalized content methods your Fintech brand should explore include:
- Video. Fintech customers love video content; 40% of financial services customers would prefer video when completing a financial activity. This statistic demonstrates why Fintech brands should explore video content when developing their content strategy.
- Blogging. Blogging is an incredibly effective way to reach potential customers, as evidenced by this mind-boggling statistic: 409 million readers view 20 billion blog pages per month.
- Social Media. Traditionally, fintech companies haven’t invested time in social platforms. But times have changed. Now, more Fintech brands are using social media as a two-way communication tool with potential customers. Social media is also a great way to inject some fun and personality into your Fintech brand’s voice. Newer social platforms, like TikTok, have given new life to many Fintech brand’s social media presence.
3. Establish a Strategic Plan for Content Distribution.
Now your Fintech brand has unique, strategic and personalized messaging that helps you stand out from the competition. But now what? How do you get your brand out in front of your target audience?
You need to understand what content avenues are most relevant for your target audience, and then tailor your messaging to those specific outlets. This is where content distribution comes in.
What is content distribution?
Content distribution is the process of pushing your content through strategic marketing channels to engage your target audience. Distribution is a crucial piece of the digital marketing puzzle as this is how you promote and expand the message of your Fintech brand. Some of the most popular content distribution channels include:
- Email marketing
- Social media marketing
- Video and audio streaming
- PPC Advertising
Think about where your target audience will want to see your content. And don’t be afraid to get creative. Looking for some inspiration? Here are a few examples of B2B Fintech brands who are maximizing their various distribution channels:
Social Media: CashApp’s Twitter
Fintech brand CashApp understands how to maximize the engagement power of Twitter. Personalized hashtags like #gascash and #CashAppCardShow expands the reach of their various giveaway promotions. Beautifully designed smart tips and event advertisements are easily shareable and delightful.
Variation of Website Content: Goldman Sachs
Goldman Sachs’ Insights Page is a treasure trove of content. Their content is organized into unique sections: Talks at GS videos, podcast Exchanges at Goldman Sachs, Top of Mind and Briefly blogging content, and Goldman Sachs research content. Along with their rich website content, they also offer a Briefings newsletter, which focuses on a range of financial topics and tips. The wide variety of information guarantees their content will appeal to a wide range of customers.
Podcasts: The Motley Fool
The Motley Fool has cornered the podcast market in a big way. In fact, they have an entire website page dedicated to their various podcasts and selected episodes. Visitors can choose which podcast they want based on their unique needs. From money advice to investment tips, The Motley Fool’s podcasts offer extensive insight into the complicated world of money management.