Remember those flashing internet banner ads promising “revolutionary” new ways to manage your finances? Remember closing them as fast as possible?
Us too. Like a spam email – they were unwanted, irrelevant, and ultimately ignored.
Thankfully companies have since refined their approach to fintech lead generation so that they only target qualified leads more likely to buy their product, instead of a scattergun approach.
If you’re also aiming to attract high-quality leads for your company, you might have some important questions including:
- How your company can stand out in a crowded market and attract new financial industry leads
- How you can adapt to changing customer expectations and maintain effective lead-generation strategies
- Which tactics you can use to convert leads into paying customers and maximize your marketing ROI.
These questions are crucial if you want to start generating leads that drive customer acquisition.
Research from marketing specialists Intellistart found that companies with mature lead generation strategies achieve 133% higher revenue than those without.
In short, get it right and you’ll gain a competitive edge that helps grow your business.
Get it wrong and you risk falling behind rivals who do get it right.
As a content marketing agency with proven results helping brands acquire more customers, Mint Position knows which fintech lead generation strategies work.
Join us as we take a closer look at the tactics making waves right now.
Looking for more fintech leads? Book a no-cost consultation with the Mint Position team and we’ll show how you can find your target customers and increase sales.
What do great fintech lead generation strategies look like today?
The rapid pace of technology has accelerated the need for modernized lead generation for fintech companies.
Traditionally, the financial services industry relied heavily on in-person events, now-outdated business tactics, and old CMS/CRM systems to find new leads.
Your fintech business now faces the challenge of upgrading these systems to meet the demands of the new digital era, which is defined by artificial intelligence, data-driven insights, and hyper-personalized digital marketing.
Lead generation strategies, then, must reflect this through automated processes, data analytics, and targeted marketing. We see these three elements integrated within modern fintech marketing, like rings within a tree trunk.
So, let’s get more specific: which are the key lead gen trends a financial technology brand should be looking at right now if it wants to stay at the forefront of its industry?
6 fintech lead generation trends that are driving growth right now
Trend 1: Use AI to curate lead generation
AI is not a replacement for human talent, but rather a way to amplify it. This appears clearly in how companies can utilize AI tech to better pinpoint customers and speak to prospects.
Lead generation for fintech isn’t just about attracting potential customers; we must also think about guiding them toward buying something.
If we were to sum up the lead gen process in three steps, it would go something like this:
- Identifying and targeting potential leads
- Engaging with them through personalized marketing that guides them down the sales funnel
- Building trust with unique content and smart compliance.
Artificial intelligence (AI) can assist us in all three of these areas. Fintech marketers are already using bots, self-service tools, and automated emails to do this.
Let’s take a look at each lead gen step in turn to assess how.
1. Identifying and targeting potential leads
AI algorithms can sift through vast datasets to uncover quality leads that might have been overlooked using traditional methods.
For example, the likes of HubSpot and LeadGenius use now have AI features that nurture leads based on segmentation factors like firmographics, behavior, and intent data.
They can even predict a customer’s future actions, and package the data into easy-to-read reports so that you get a clear picture of who to target.
Fintechs in particular might look at financial info like spending patterns and credit usage to pinpoint potentially high-value clients. They can then integrate this data into a CRM system, which brings us to the next step.
2. Engaging with them through personalized marketing
Customers now expect marketing that feels just for them, and AI chatbots make it easier to perform this personalized outreach.
“It’s time to embrace the bots”, says HubSpot CEO Yamini Rangan. “We introduced a Gen AI-powered chatbot to our website and it fully answered 78% of chatters’ questions. These customers have higher satisfaction scores”.
Marketers agree. Almost three-quarters now say chatbots help them personalize customer experiences, a major first step toward the hyper-personalization that experts believe is soon going to dominate the fintech industry.
Personalized emails, created with the help of AI automation, have been shown to improve return on investment (ROI) by 70%, according to a recent report by Kibo Commerce.
Mailmodo, for example, claims to help fintech companies increase their response rates by as much as 257% via its interactive email marketing platform.
3. Building trust with unique content
Content is a broad umbrella, encompassing your website, social media, and email marketing, but AI is helping us cover all these areas more efficiently.
Generative AI tools like ChatGPT and Gemini help generate ideas, optimize content readability, and even make it more findable for search engines via SEO suggestions.
The key here, however, is to not let these tools take over from unique human thoughts.
“AI is only able to regurgitate info that already exists, but it takes unique ideas to stand out in a crowded market,” says Justin Calderon, the founder of Mint Position. Google is already de-indexing content that’s pasted from AI editors, and readers now have access to the best AI content detectors to sniff out artificial content. Both of these can damage your brand’s authenticity.
Instead, striking a balance by using them as a kind of high-quality digital assistant is the smartest move.
A tip for fintechs is to use thoughtful and detailed prompts to get just the right amount of assistance you need.
For example, you could use AI tools to draft content on complex financial topics and then have an expert team refine it with data and subject matter interviews, ensuring it is accurate, engaging, and aligned with your brand’s voice.
Trend 2: Add credibility and authority through thought leadership (inc. interviewing subject matter experts)
“Thought leadership” gets thrown around a lot in fintech circles, but what does this really mean and how can we use it to get better leads?
Justin Calderon, founder of Mint Position, has a simple answer. “Thought leadership is a term that is so overused people get lost in what it means. At its heart, it is content that adds credibility and conveys authority in what your business stands for.”
“This means working with experts in and out of your company to create credibility through content that hits at the core message of your business and solves a major issue in your industry.” continues Justin. “Do that repeatedly, with consistency, until it is unmistakably related to your company.”
Such expertise is doubly important in fintech, where customers are desperately searching for it: it’s also something generative AI cannot provide.
The people providing this expertise can vary, but it’s generally better to favor experienced professionals over influencers, although the latter can be very effective in drumming up interest in your brand.
Creating expert-led content was part of the reason why investment platform Sarwa saw a 5X explosion in traffic and 3,600 new organic leads, with the help of Mint Position.
The strategy was simple yet powerful: associate Sarwa with renowned figures in the investing world.
Interviews with experts like the Head of ETFs at Vanguard and pioneers of the FIRE movement meant Sarwa’s online visitors could tap into their wealth of knowledge and insights.
The results were impressive. Over a year, Mint Position curated a library of eight exclusive interviews featuring industry leaders. Sarwa’s credibility shot up but also led to valuable SEO opportunities.
Average on-page engagement for these expert interviews soared to between 5 and 6.5 minutes, far surpassing industry standards. The longer people stay on your pages, the more likely they are to convert.
Building thought leadership in this manner is a cost-effective way of enhancing customer respect for your brand. The more they respect you, the more likely they are to buy from you.
Trend 3: Ensure your website meets keyword search intent
Your website is your digital storefront.
A well-optimized site doesn’t just look good, it sits near the top of the search results when your target audience searches for you; it’s a smooth machine that attracts and converts leads with great UX; and it makes your brand look like it knows what it’s doing.
So, how do we get to this point? Let’s break it down.
1. Technical SEO
Most people use smartphones and tablets to browse the web today, so your site must be mobile-friendly.
This means improving page speed (slow sites drive people away), using clear URLs so that both users and search engines understand your content, and an XML sitemap so crawlers can index you.
2. User experience (UX)
Your website should be visually appealing and easy to read so visitors can find what they’re looking for. There should be clear calls-to-action (CTAs) across landing pages and blogs that guide them to signing up or requesting a call.
3. On-page SEO
On-page SEO makes sure your site matches what users are searching for, mainly via infusing relevant keywords throughout your content. This means picking the right terms (with the help of SEO tools like SEMRush or Ahrefs) and placing them in headlines, meta descriptions, and other key areas.
Your content should address users’ questions clearly and naturally including these keywords in headings, subheadings, and the main text to boost your search ranking.
4. Off-page SEO
Off-page SEO, one of the most important pillars of a well-rounded fintech SEO strategy, involves building links to your website from other reputable sources.
This can boost your search ranking and establish you as an authority. Effective strategies include guest blogging, link building, social media marketing, and local SEO.
5. Local SEO
This is an area fintech owners tend to overlook, but making your brand into a Google My Business listing will help you appear in local search results. It’s also good to get listed on local directories and review websites so that you build citations.
Ticking all these boxes will get your website closer to the perfect state for attracting fintech leads. After all, SEO via websites and blogs is still the most effective ROI driver, according to HubSpot’s State of Marketing (2024) report.
The biggest ROI drivers for marketers (2024)
Source: HubSpot
Trend 4: Aim for journalistic-quality content marketing
Expertise helps us rise above artificial content (and rivals), and so does the quality of the words that deliver it.
Making “high-quality content” worth reading is essential as it’s often the first impression your target customer gets from your brand. If its standard is poor, then what does that say about your product?
“High-quality content” is another overused term – but when we use it at Mint Position, we mean content that is researched with updated data, backed up by citations and supported by external and/or internal quotes.
We also know that many of the hallmarks of great journalism also mirror Google’s E-E-A-T criteria, the framework it uses to evaluate the quality and credibility of content for it to rank. More specifically, this is Experience, Expertise, Authoritativeness, and Trustworthiness.
An in-depth look at E-E-A-T (2024)
Source: Backlinko
We’ve mentioned how important expertise is in attracting the leads you want, but we can also tick the other boxes by doing the following:
Experience – Showing your reader that you’ve solved their pain points before is very powerful, which is where evidence-based testimonials and referrals come in.
Authoritativeness – Experience is crucial here, too, but you can also build authority with excellent writing, free from punctuation, grammar, and syntax errors.
Trustworthiness – Everything you say must be accurate and honest, which calls for in-depth research. You can back this up with hard evidence like charts, graphs, and expert quotes
Journalistic-quality content has been at the core of much of Mint Position’s success, especially when it comes to B2B lead generation for fintech companies.
B2B readers look for high-quality content when making a buying decision, and this applies to Duckfund’s target audience: commercial real estate (CRE) investors seeking soft deposit finance.
We helped them dominate this market by crafting well-written and evidence-based content, optimized for relevant keywords, and built backlinks to boost their visibility.
Within six months, Duckfund’s organic traffic soared 4x (from 800 visits/month to over 3,000 visits/month), and they secured top #1 rankings for product-related keywords. This led to a surge in B2B conversions, with one blog contributing to 70 new B2B closed deals or 20% of total sales.
High-value B2B leads look for journalistic-quality research and targeted content, and this helped Duckfund become the most visible CRE site in the United States.
Trend 5: Use LinkedIn for inbound leads
LinkedIn has been the home of one of the top B2B fintech trends for lead generation for some time, as it’s where business leaders go to informally listen to other experts.
“Fintech social media works at its best when it’s a conversation between people, so always mention your experts – tag them in posts and comments. Get a conversation going,” says Justin Calderon.
If your target audience can see you engaging with other decision-makers, then they’re more likely to be interested in your brand.
You can also convert this interest into solid connections with lead magnets, which collect a lead’s profile data and contact details in exchange for downloading high-quality technical content, like ebooks, white papers, and webinar transcripts.
The benefits of this are powerful.
Mint Position has seen first-hand via its white paper services how providing LinkedIn audiences with fresh, thought-provoking insights into your industry opens up a wealth of inbound leads from highly relevant customers.
The conversion rate among these people is extremely high as they’re from a target audience segment that’s most likely to buy from you.
Punctuate this content with consistent posting and engagement before and after publishing and you’ll create a long-term pipeline of qualified leads.
Trend 6: Document your content distribution strategy
Have you ever created a fantastic piece of content only to see it fizzle out online?
A well-crafted content distribution strategy is the remedy for this, helping you reach the right people instead of uninterested scrollers. All you have to do is document it and stick to it.
This doesn’t have to be an overly complicated process, either; in fact, you can follow a few steps to turn your content distribution into a lead-generating tool.
- Create a clear buyer persona of who you want to reach, including understanding their needs and behaviors.
- Set clear goals for this process, such as increasing traffic or generating leads.
- Create a content agenda based on steps 1 and 2 to schedule your posting for optimum times
- Use both paid (e.g., social media ads) and organic (e.g., SEO) methods to maximize reach.
- Monitor performance, gather feedback, and adjust your content marketing strategy as needed.
This is an underrated tactic that can make a big difference to your lead generation efforts.
However, many fintechs find that it makes sense to enlist the help of a content marketing agency that has experience in distributing content effectively.
These have the tools and knowledge to delve deeper into audience targeting, content optimization, and performance analytics to get you the best leads possible.
Get more customers with Mint Position’s fintech lead generation masterplan
Talking about winning fintech lead generation campaigns is one thing, but implementing one requires a strategic and well-executed plan.
Many fintech firms put their sales teams to work on it and, while they may achieve some results, they often lack the specialized expertise and resources to build that invaluable pipeline of solid leads.
Mint Positions has a well-stocked library of case studies that have delivered scores of leads through our carefully planned fintech marketing campaigns.
Our team specializes in crafting tailored strategies to attract your ideal customers by delivering the valuable information they seek, engaging with them, and guiding them toward the conversions that drive your business.
Ready to reap the rewards of a fintech content strategy tailored to your business? Get in touch with us and we’ll boost your brand’s visibility, attract more valuable organic traffic, and help you increase conversions.
