If you are planning to start up your very own FinTech company, content marketing would surely be one of the first few things on your mind. And why not, the relationship between content and fintech, is a match made in heaven. Many B2B and B2B fintech companies acquire a majority of their customers through content.
Through content marketing, you can attract the reader through your educational content.
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1.Create Relevant Content
When you develop content for your website, you educate your prospects about important financial topics and issues. Your brand should be able to equip the readers with appropriate tools so that they can better manage their finances and their financial situations. You need to have a robust resource centre that you keep updating with how-to tools and guides, videos and infographics.
Keeping in mind the following figures would help you understand the importance of giving the right information to the reader:
- 35% of Gen Z, have enrolled themselves in a financial seminar/ class
- ⅔rd of the millennials are on a look-out for appropriate digital budgeting tools from their bankers
- Less than 29% of millennial truly understand the core fundamentals of investing money
Many millennials are unable to find efficient and useful information on important financial topics, this can work to your advantage. With valuable content, you would be able to build trust, and there is no denying that trust is vital when it comes to selling.
2. Not just the Best Content but the Best Promoted Content
Though relevant content is crucial, what is even more essential is the promotion and distribution of your content. You need to go Bold with your Branding and the best way to do so is to make social media your best friend. 45% of people spend more than an hour a week on YouTube or Facebook videos. You need to identify the platforms like LinkedIn, Pinterest, Instagram, Twitter, Instagram, Digg, Snapchat etc., that your target audience spends most of their time on, and then you need to develop personalised content for every platform.
The distribution of content depends on your company, your brand and your product. It, therefore, may be a little tricky as it would involve enormous experimentation, feedback and research. You can use the following as your top distribution strategies:
- Newsletter –
This is the best way to upsell/cross-sell through your trusted customers. Consistent good quality content through your newsletter is a great way to retain your customers’ attention over time! - Customised Email Marketing –
You can be blocked on Twitter, or de-indexed by Google, but with your contact list, unless the customer wants otherwise, your newsletters can always reach the right place. - Social Media –
Reaching your target audience becomes a little easier through the right social media platform. - Ad Campaigns –
The sponsored posts on social media are advertised. These are Artificial Intelligence powered and customised according to your choice. So, the leads generated have a higher conversion ratio.
3. Empower your Reader
With consistent good quality content over time so that your customers make informed decisions for their money.
You have the ability to pass on a piece of information through your content. You educate your customer about your product and rather than announcing how great your brand/ product is, you let the reader decide what is best for him/her/ their company. When you do this you give your customer the freedom to choose and therefore, empower them.
Let us say you wanted to sell a term insurance plan. Your content must describe all about the plan, its eligibility, its features and its benefits. You need to talk about “what’s in it for me” from the client’s point of view. This way, you position yourself in his shoes and try to evaluate what is best for him.
Source:InvestmentMania.com
4. Use Influencers to Influence
When it comes to fintech marketing techniques, influencers are an open secret, however, there are still very few companies that have been able to tap into the true potential of using influencers for marketing their brand/ product. There are so many social media stars, be it Insta, Twitter or FB who are followed by millions, making them a part of your marketing strategy can greatly help in generating awareness about your brand/ product.
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An influencer could be a blogger, an editor, an author or a podcaster. You would quote or tag the influencer in your content, and they in return would promote your content
You need to select an influencer who is suitable to your company or product, after all, he/ she would reflect it directly. As influencers operate with lifestyle mostly, look for someone who can reflect the image or persona that you wish to portray.Micro-influencers, the ones who have 100 to 1,00,000 followers, are also a prudent option. They may have a smaller number of followers but they are incredibly active and more engaged. The bottom line is Influencers are Incredible.
5. An Interactive Experience
Most of the fintech space is an amalgam of intricate and difficult information, which makes it often un-understandable for the common reader. It, therefore, becomes important for your fintech company to innovate ways to build more interactive content so that the visitor is engaged in a positive and interactive manner.
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Turning a blind eye to your customer’s engagement can be a major red flag. To keep your clients or prospective clients, you would have to ensure that everyone who visits your website spends quality time on it. Interactive quizzes, chatting, easy feedback in the comments section, and tagged pictures or tweets can prove to be very powerful in projecting your brand persona. Interacting with your customers is vital, be it over a phone call or email or feedback comments.
6. Go Mobile
Today when just about everything happens on your mobile, it is crucial that you optimize your website for mobile usage. Having a mobile responsive website will let you rank much higher in search results and thus fetch you a more organic inflow of traffic.
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There are over 2 billion people who make use of fintech apps on their mobiles, and it is only obvious that these handheld devices are probably the most effective ways to connect with your existing and prospective customers. A recent study shows that people spend almost 5 hours a day on their mobiles, so imagine your fintech company has 5 hours everyday to make an impression. You therefore need to make the most of your marketing strategies in a way that your website can create an experience for every visitor.
You need to make sure that your website is simple, clear and to the point. Any kind of irrelevant widgets or pop-ups make it frustrating for the user and they are out before you know it.
You need to see that the website uses visual elements such as images, icons, and infographics that are responsive but at the same time non-intrusive. It is also essential that your web page behaves well on mobile and requires minimum effort by the user.
7. Videos are Unrivaled
In a world where video marketers have achieved a 54% increase in brand awareness, there is no denying that videos are forever unrivalled. They have the power to generate maximum awareness and draw direct attention to your product. Your customer would be fully concentrating on the media that runs in front of him, making it an extremely omnipotent tool.
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To market thoroughly, you first need to make your company a media company and then a fintech company. You can create impressive video content showcasing how your company or a company product works. YouTube-based advertisements that are short and crisp work as a fantastic way to focus attention on your product, your work culture and your company’s core values and ethics.
The Final Word
We can all agree that though marketing is a solution to most problems, it is hard, and marketing for fintech companies is harder. For most, it is dull, complicated and often confusing, despite finance being an important part of all of our lives. But this in no way means that the market would also be boring, it doesn’t have to be. There is a long list of things that you can do, which would surely bring a positive change in how your brand is perceived by your customers and prospective customers. Try to leverage these 7 strategies, and you would surely see more success.
