Fintech digital marketing has the power to help you scale your business, yet many businesses fail to deploy their marketing strategies effectively.
If you feel that you’re in that second category, then it’s possible that you:
- Are not getting enough return on investment from your current marketing strategy
- Are not sure which lead generation tactics are best for your business
- Are struggling to convert the leads you do get into paying customers
The financial technology market is a tough nut to crack, but if you succeed then the rewards can be huge.
Your customers are looking for a fintech brand they can trust above anything else, and on-point digital marketing will show them that you are that brand.
Keep reading to learn what it takes to create winning fintech marketing campaigns. We’ll show you eight tried-and-tested marketing tactics that Mint Position has used to help fintech clients increase their ROI and scale their businesses.
Stop the guesswork and discover how proven fintech digital marketing strategies can grow your business. Book a no-cost consultation with Mint Position, a fintech SEO agency that uses journalistic-quality content, and we’ll show you a proven path to more organic leads and higher conversions through your site.
What is the role of marketing in fintech?
Many people like to overcomplicate fintech marketing, but its role is simple: to help your business grow.
But we can get more nuanced than that:
- How does it help your fintech business grow? By increasing sales
- How does it increase sales? By attracting the right kind of traffic (i.e. the people most likely to be your new customers)
- How do you attract the right kind of traffic? By delivering tailored marketing content designed to build trust with your target audience.
And this is where we get to the crux of the matter in fintech today. Trust.
Like it or not, trust is the most critical factor for many fintech companies. If your audience trusts you, then they’re more likely to buy from you. (At Mint Position, we can testify to this as well, having worked with over 24 fintechs in multiple industries all across the world since 2020.)
What customers look for in banks and fintechs
Source: McKinsey
Trust is still the most important factor for traditional bank customers (according to McKinsey research), but fintechs have an edge as they are also easier to use and more convenient, which is what their customers prioritize even more.
Effective digital marketing can convey this trustworthiness and improved user experience via one essential vehicle: smart fintech marketing strategies designed to engage with and inform your target audience.
Sound daunting? Don’t worry. The next section will break this down into eight actionable steps that any fintech startup can take.
8 fintech digital marketing strategies that will help you grow your business
1. Talk with your customers via content marketing
Marketing with content is the ultimate tool for empathizing and connecting with your target audience.
As Doug Kessler, co-founder of B2B tech marketing agency Velocity says, “Traditional marketing talks at people. Content marketing talks with them.”
So, what is fintech content marketing? And how can you help it to grow your business?
Put simply, a fintech content strategy uses high-quality content to show that you understand your customer’s frustrations and how your fintech product or service can solve them.
If we take content marketing as the vehicle, then a well-crafted sales funnel is the road you must go down to maximize your conversion rate.
Mint Position’s approach to the content marketing funnel targets customers at all stages of the buyer journey, emphasizing targeting “transactional keywords” at the bottom of the funnel, where buyers are most likely to convert.
The funnel targets consumers at each stage of the buyer journey, including the following.
Top-of-the-Funnel (unaware)
These are usually ‘how-to’ articles and definition blog posts or articles aimed at casting a wide net to attract potential customers who may not even be aware they have a pain point. Here is where we get the most reach for building brand awareness.
Middle-of-the-Funnel (aware and looking for solutions)
At this point, your customers know they want to solve their problem so they’ll seek expert solutions. You can meet them here with industry expert interviews and in-depth research content that answers more specific problems they have.
Bottom-of-the-Funnel (aware of your product and need to be convinced)
The most important stage. All content at this point should showcase how your product or service is the best choice for solving their pain point. This calls for product-focused guides or case studies that demonstrate proof of your brand’s success.
All content should focus on building trust through education; be it informing them of useful fintech industry trends or showing them how to use your product.
Tip: A high-value piece of content, like an ebook or white paper, is a great way to capture the data of qualified leads. LinkedIn is an excellent place for you to offer it as a free resource in exchange for an email address that you can later target via email marketing.
2. Increase online visibility with advanced SEO
As well as writing your content, you should ensure that it meets the latest SEO (search engine optimization) requirements so that it’s as visible as possible to your target audience.
Fast-changing SERP requirements make this difficult, but certain actions are always worth taking. Brands that follow a fintech SEO game plan have much better results than those that don’t.
Here’s a quick rundown of an example of this.
Identify high buyer-intent keywords
Finding high buyer-intent keywords means asking yourself: “Who are our ideal customers?” and “What are their pain points”?
A good research tool like SEMRush or Ahrefs will help you find the keyphrases that these people are using. You can also look at competitors to seize on content gaps that they’re missing out on.
On-page optimization
Excellent on-page SEO helps Google’s algorithms understand your page accurately. This means optimizing the following with your key terms:
- URLs
- Meta descriptions
- Alt image text
- SEO titles
- Headers
- Other content-related information
Content quality
High-quality content these days means not just producing journalistic-quality material (although that’s still essential), but also providing unique value to the reader via expert insights. It also helps you stand out from the tidal wave of AI-generated fodder that Google hates (more on that later).
Link building
Quality backlink building helps your content rank higher by boosting your site’s authority via linking to high-quality sources. You should also produce your content is a way that makes it easy to make natural internal links between your content.
Use metrics
You’re going to want to know what impact your content is making and you can do this by measuring its ROI. Google Analytics, SEMRush and HubSport are all excellent tools that help you track vital metrics, including traffic, engagement, and conversion figures. These tell you which content will bring in revenue.
Tip: The returns from excellent SEO are well worth the time and effort, but you may not have these available, especially if you’re busy running your business.
Many brands prefer to leave the hard work to a fintech marketing agency like Mint Position, which specializes in using up-to-date SEO tactics for the fintech space.
Also, we’ll be the first to say that SEO is not the recommended go-to strategy for all fintech industries. Sometimes, it makes more sense to focus on lead generation via online ads or ebooks first, for example, and then build your site’s organic SEO profile later.
3. Upgrade your social media management (including influencers and UGC)
Just creating SM accounts isn’t enough; you must use them to have conversations with and entertain your target audience.
Fintech social media marketing means having a presence on major networks like LinkedIn and TikTok through regular posts, comments on other profiles, and responding to followers’ comments on yours.
Short videos (especially with influencers)
Short videos are perfect for delivering large amounts of information in a short time and for building a rapport with your audience – both essential tasks for a fintech. And if a familiar face can do it, then even better. Influencer marketing often amplifies this impact with an ROI of $6.50 for every dollar spent making it the fastest-growing acquisition method, according to research from SaaS start-up Tomoson.
Source: Tomoson
User-generated content
If influencer partnerships are outside your pricing range, then user-generated content (UGC) has proved so effective for fintech brands that many refer to it as an example of growth hacking.
This is a clever way of encouraging customers to promote your product on their social media channels, often via gamification and incentives. They become a willing brand ambassador (for free) in exchange for receiving hits and views via your brand’s platform.
Tip: Heard of the Swedish fintech brand Klarna? Their marketing team has mastered UGC content by encouraging customers to share their Klarna experience. One TikTok meme campaign with the hashtag “klarna” generated over 327 million posts, giving the company incredible exposure.
Your brand could try to create a similar campaign tailored to your financial services and products.
4. Make use of online ads
Many digital marketing agencies overlook paid fintech online ads in their pursuit of everything organic, but they’re still the quickest route to finding out who’s most attracted to your product – and an important source of quality leads.
A sensible strategy is to start this after an organic marketing campaign, so you can cherry-pick the content that gets the most engagement and infuse it into your paid media.
You can then measure the results, calculate the customer acquisition cost (CAC), and even predict future revenue.
The financial services industry, however, has some of the highest pay-per-click (PPC) averages around, so it’s best to stick to a small budget, see what works, and then adjust your paid marketing efforts accordingly.
Tip: Combining paid ad traffic with organic leads is the most effective way of marketing for fintech brands, so it pays (excuse the pun) to explore both channels.
5. Create user incentives (including online referrals)
If you’re a brand new start-up, then growing your customer base is hard work.
An incentive system can help you get the ball rolling by encouraging people to spread the word about you in exchange for a reward.
When done well this can produce a snowball effect: people promote your product to earn rewards; more people hear about you and then do the same. Many who do this will also become more invested in your brand as a result.
How to do this? Some of the most popular incentive tools include giving away freebies, cashback/discounts, and referral bonuses. Contests, quizzes, and puzzles are great vehicles to spread the word.
Once set up, a referral system works like passive income: put in a bit of work and watch your network do the hard work for you. No wonder it’s one of the most popular ways for fintechs to make money.
Tip: Stuck for inspiration? Look at how other fintech referral programs.
Robinhood registered almost a million users onto its platform at no marketing expense. All it did was create scarcity by creating a pre-launch waiting list that you could only access via a referral. Once there, you could climb positions by introducing more referrals.
Robinhood’s scalable waiting list
Source: Prefinery
6. Set up email marketing
We live in the age of personalization. Your customers expect your marketing to address them directly, and email marketing is an extremely cost-effective way of doing this.
A good CRM tool like HubSpot or MailChimp can help you tailor your messaging to various audience segments according to their demographics, preferences, and behavior.
This targeted reach lets you reach the right person at the right time and typically leads to a higher ROI than other messaging channels.
For every dollar spent on email marketing, a fintech working in e-commerce earns $45 on average, according to research by Campaign Monitor. The return of $36 for the software and technology industry is also impressive.
Email marketing ROI can be up to $45 on average
Source: Campaign Monitor
Tip: The above tools include more and more automation, so they’re a great way to streamline repetitive tasks and set built-in optimal send times. The time and effort this saves accumulate into a sizeable amount over time.
7. Use AI to support content creation (but not in the way you think)
We’ve heard all the stories about the rise of artificial intelligence, but the best content of the future will be assisted by AI tools – not written by them.
There is a crucial difference to understand here.
The key for fintech brands will be striking a balance between AI and human content marketing to maximize conversions and ROI.
So, what do we know so far?
Well, the likes of ChatGPT and Google’s Gemini are excellent for ideation; that is, coming up with engaging headlines and creating content outlines. However, content worth reading will require qualified research, updated data, and unique opinions/ideas (usually taken from subject matter expert interviews.)
Creating high-quality content that brings value through unique insights and expert views is where AI most falls short. AI may grow and advance, but it cannot network like a human or put out an idea taken from a subject matter expert interview into the internet for the first time.
Many fintech brands have rushed to paste landfill AI-generated content without stopping to think that:
- Hundreds of other brands will have similar-sounding copy with robotic cliches and no distinct voice
- Google’s algorithms have quickly learned how to detect artificial content and downrank it accordingly.
Yet, fintech brands that can use AI effectively for their content are already starting to see the benefits. 78% of brands that did so report being happy with the results, according to research by SEMrush, which suggests that those who don’t are missing out.
Tip: The key is to use AI as the ultimate virtual assistant, and allow it to augment human creativity, rather than replace it.
Grow your business with Mint Position’s proven fintech digital marketing
There’s a fine line between good and great financial services marketing, but knowing how to cross it is a potential gold mine for your business.
Mint Position is a fintech digital marketing agency that has helped many brands take this step.
Our tried-and-tested formula is designed to break into new growth phases by:
- Using a theme-focused content strategy that helps you expand your reach
- Increase online visibility with a comprehensive fintech SEO gameplan
- Build a long-term pipeline of organic leads that are most likely to buy from you.
Let us improve your fintech digital marketing ROI and leave you with more time to run your business.
Stop guessing when it comes to building your digital marketing master plan. Get in touch with us and we’ll show you how we’ve helped dozens of fintech businesses create a pipeline of higher organic traffic and conversions.
