If your fintech marketing campaign isn’t hitting the mark, it’s time to step back and evaluate.
Chasing customer acquisition alone won’t cut it.
Your fintech marketing strategy must first build trust and deliver value. Educate your audience, and when it’s time to pitch, your brand will already be the obvious choice.
What Is Fintech Content Marketing?
Fintech marketing is about offering genuine value first and then following up with a clear, compelling pitch.
Gary Vaynerchuk’s book, Jab, Jab, Jab, Right Hook, offers the perfect metaphor to sum everything up.
A boxing match isn’t won by a single right hook. Instead, it’s the series of well-planned jabs that set the stage for the final knockout.
In a marketing context, the jabs refer to the consistent value you give to your audience, without expecting anything in return. At this point, you’re focusing on their needs and questions, not pushing your product.
After warming your audience up, it’s time to deliver your offer in a clear and direct way. This “right-hook” feels less like a punch to the face and more like a natural progression of the relationship you’ve built.
So, what does that mean for your digital marketing strategy?
Focus on the jabs.
Deliver value through SEO, high-quality content and blog posts, social platforms, email marketing, influencer marketing, video, and more. The whole shebang.
Build trust, authority, and credibility in all corners of the internet. Leave no room for doubt about your expertise, so when it’s time for the final swing, your audience eagerly accepts it.
1. Sales Enablement Content
No decision involving financial services is impulsive, especially for a FinTech product, where the buying process can be long and involve multiple stakeholders.
And while valuable content is the jabs that get potential customers to the bottom of the funnel, it takes great sales enablement to help deliver the right hook and push them over the finish line.
Your consumers are interested, but they want extra reassurance – and proof – that you are the right experts who can provide the right solution.
Use:
- Solid case studies: They’re pure gold for providing solid evidence of your product’s effectiveness. Gather as many as you can for different use cases and industries.
- High-quality pitch decks: Tailor them to niche audiences or specific industries.
- Live sales webinars or explainer videos: These help break down complex information in a relatable way.
- Competitor comparisons: These help shorten the decision-making process.
- Technical one-pagers: For quick answers to common questions and objection handling.
Proper sales enablement content also keeps your messaging consistent. Going “off-piste” doesn’t fly in the Fintech industry, because even small deviations can create confusion and trigger compliance issues.
With such strict regulation at play, your sales team needs to sing from the same sheet.
2. Website Copy
Your site is actually your best sales rep. It works 24/7 to greet each new customer exactly when they’re looking for answers.
But only if your copy is up to scratch.
We all know that the moment someone lands on your website, you have less than 10 seconds to make an impression.
So, your messaging has to be confident and instantly show how your FinTech brand solves the problem. Without this, your prospects will bounce faster than a bad check.
- Create strategic page content that leads prospects from your value proposition to specific proof points and calls to action.
- Build brand awareness by using a consistent tone and messaging that is instantly recognizable.
- Highlight your unique selling points without getting bogged down in detail. You can bet your site visitors are comparing your Fintech startup to others, so you must explain why your product stands out.
- Dial down the technical jargon. Your audience includes people who are unfamiliar with that language. Make your educational content easy to follow without “dumbing it down.” This way, everyone can follow without you losing authority.
- Lastly, be persuasive but not pushy. Fintech marketers know that great copy drives customer engagement by demonstrating how the products solve problems. Not by using scare tactics.
3. Email and Lead Nurturing
The OG of digital marketing, email is as old as the hills, but it’s still an incredibly effective content strategy.
Unlike other marketing methods, you’re not competing with social feeds or search rankings. Instead, your targeted campaigns land directly in front of the right eyes.
But you’ve got to give people a good reason to click:
- Offer high value without bombarding recipients. A sequence of seven emails max, sent every two to three days, is about right.
- You need a good lead magnet. White papers, a video series, webinars, and even thought leadership newsletters are great options.
- Your aim is to offer education without jumping in with a hard pitch. The end goal, such as an invite to a discovery call or live demo, should feel like a natural conclusion to the sequence.
Email is also a useful tool for re-engagement. Use it to reach out to former clients or those who initially refused your offer with fresh, enticing propositions.
And what about existing customers?
Email is perfect for them, too, particularly for onboarding and sharing product or feature updates.
Create tailored emails that highlight relevant add-ons or upgrades that solve new problems, and you have yourself a targeted upselling opportunity.
4. Video
You only have to look at the evolution of social platforms to see that video marketing engages and captures audience attention like nothing else.
Beyond these channels, video is essential for FinTech because it speeds up understanding, especially around compliance and technical information.
A series of video explainers that break down complex information is way more digestible than a wall of text on a page.
Also, try these for size:
- Adding a video to your About Us page. It’ll give more insight into the faces behind the Fintech company.
- Automated demos. They catch the eye and explain far more than screenshots. One tip, though. Have the sound disabled, because leaving it on can really irritate people.
- Tutorials and walkthroughs to help existing users and prevent frustration when learning the features.
- Video case studies. They’re more authentic, allowing clients to share their experiences in their own words. They’re also seen as more trustworthy than text-based testimonials.
Believe it or not, YouTube has not yet reached its peak. Its user base is still rising, so there’s plenty of opportunity to be had by posting videos there.
And what do YouTube viewers want from FinTech companies?
Think explainer videos, data-driven insights that address financial goals, market trends, and brand storytelling.
5. Blog and SEO Content
Fresh content matters as much today as it did ten years ago, even if the way people search has changed (thanks, AI).
Proper Fintech SEO is still the way to get yourself to the top of a Google search, and it’s still one of the most reliable ways to get found by the people who are looking for what you offer.
The goal is to find the keywords that your audience is searching for and create content that answers those queries.
But since you’re in the business of dishing out financial information, you have to go one step further.
Financial technology can have a profound effect on people’s lives. Therefore, Google places a strong emphasis on expertise and trustworthiness.
If your content doesn’t demonstrate credibility, it won’t rank. Period.
And while fresh content is always favored, it’s especially crucial for FinTech firms because financial information falls out of date fast. So, pushing out current info that people are actively seeking out is the quickest way to rank high.
And then there’s adding quality backlinks to your content, which raises its authority.
Figuring out an SEO strategy is a bit of a dark art. Hiring a Fintech SEO agency (like us!) will save you the headache and sustainably accelerate your marketing campaigns.
6. Social Media
Love it or loathe it, social media marketing is key, but you have to pick the right platforms to use:
- LinkedIn and X (Twitter) are where you’ll find business stakeholders (CFOs, CEOs, etc.). So, they’re the best bet for B2B FinTech services.
- For LinkedIn, thought leadership content, such as industry insights and expert analyses, will build your authority.
- X is great for jumping on news trends and sharing quick insights. You can also use it for live Q&A sessions and community marketing.
Other platforms like Instagram, Facebook, and TikTok are better suited to a B2C audience.
They’re less interested in your deep industry insight and want on-trend, share-worthy content that invites engagement.
Fintech app, Venmo, for example, launched a “What’s Your Venmo?” campaign using relatable storytelling and authentic scenarios that capitalized on the digital culture of its user base. As a result, the app’s monthly activities grew by around 30%.
These platforms’ audiences also demand quick tips, explainers, and tutorials.
If you can make complex financial technology and concepts bite-sized and accessible, you’re onto a winner.
Whatever your platform of choice, behind-the-scenes content is recommended. It humanizes your brand and helps your audience connect on a more personal level.
7. PR and Third-Party Content
Fintech PR isn’t about putting on a big, flashy show for attention. It goes back to that little word, trust, and leveraging PR to earn it.
You need to get the right story in front of the right audience through the right channels:
- Having thought leadership pieces published on respected sites that your audience follows positions you as an expert and gives your brand authority by association.
- Publish unique data that tells a narrative. Journalists are always keen to write about things like market trends or usage insights.
- All writers love statistics. Publish reports and surveys, and you’ll quickly get cited or featured in other articles.
- Jump onto Reddit and engage authentically with other users. Put out advice and answer questions. You’ll soon start to get name-dropped in other conversations.
- Get into affiliate marketing, but choose the right individuals to promote your Fintech solution.
Build relationships with key influencers in your space. The more they know you as a source of credible information, the more they’ll reference you in their content.
Using influencers isn’t just about expanding reach. These individuals have fiercely devoted followings. If an influencer vouches for you, their endorsement is effectively a shortcut to instant customer loyalty.
8. Influencing AI and LLMs
AI is just a well-read nerd. Clever, but only repeating what it has heard.
In other words, it relies on the internet to feed it information that it can then collate for people to read.
So, if you want your brand to show up in AI results, it’s got to first show up across the internet.
How, exactly?
- You need to get featured in Best Of, X Top FinTech lists, and other third-party content
- You want Reddit users to talk and Quora users to ask questions about your products
- Get a Wikipedia page – ChatGPT often references them
- Set up a YouTube channel for the same reason
- Create content authored by experts and use credible backlinks
Basically, everything we’ve already talked about.
This all swings right back to SEO and quality content. For instance, Google AI overviews are triggered by conversational, question-based queries; targeting these phrases is your best chance at getting featured.
The more you put out there and the more you’re mentioned by third parties, the more likely your brand is to get in the coveted Google AI overview and ChatGPT references.
Repurposing works, too. Transform written content into videos, infographics, and visuals to increase your chances of showing up in AI results.
FinTech Content Marketing with GB Digital
Just like a boxer won’t keep swinging at the same spot, your marketing “jabs” should hit from every angle.
Want to land bigger blows?
Step into the ring with GB Digital. We’re a Fintech marketing agency that delivers results through high-quality, SEO-driven content. Contact us for your free discovery call.
