Consumers have been relatively quick to embrace fintech products. That said, there has been some degree of reluctance on the part of consumers to adopt new fintech products as fast as they might, for instance, adopt a new social media platform.
This is understandable. One, fintech products often provide a more convenient alternative to traditional financial services. That means consumers who bank or obtain other financial services at traditional institutions need to be convinced that a new option is superior. Two, because fintech products naturally store users’ financial information, people want to be certain these products are safe to use.
That’s why it can be a good idea for fintech entrepreneurs to develop content marketing strategies. Genuinely valuable content that seeks to provide readers with useful or interesting information, not just sell them a product, can help brands turn leads into loyal customers.
If you work in fintech, keep the following content marketing tips in mind. They’ll help you spread the word about your products and services.
Don’t Rely Merely on a Blog
A blog can certainly be a useful tool for generating high-quality, low-cost content on a regular basis. It should absolutely play a role in your content marketing strategy.
That said, you shouldn’t limit yourself to words and text-based strategies. It’s also important to incorporate video into your campaigns. Studies and surveys frequently indicate that video content tends to receive high levels of engagement. That’s because it allows brands to connect with people on personal and emotional level. Additionally, it gives brands the opportunity to demonstrate their products in more dynamic ways. This is key to making a lasting impression.
It’s worth noting that generating strong video content costs money. However, the return on investment usually justifies the cost. You don’t want to make your brand look unprofessional by sharing low-quality videos.
Know Which Social Media Platforms to Target
Simply generating content and posting it on your site isn’t enough. You also have to become active on social media to cast as wide a net as possible. You’re more likely to reach leads if you distribute content across several platforms.
However, you also need to identify which social media platforms your customers are most likely to spend time on. For instance, if you offer fintech solutions for other businesses, it’s a good idea to focus on developing a strong LinkedIn presence. If your product is a budgeting app for college students and young professionals, you should focus on Instagram, Facebook, and Snapchat. Conduct thorough market research before launching a campaign to ensure you fully understand how to reach your ideal customers.
This is the most important principle of content marketing. While it is necessary to make sure your content is SEO-friendly and distributed widely, your main goal should always be to offer value.
The way in which you will do this depends on the nature of your products and services. To return to the examples above, marketing content for a budgeting app aimed at young people might consist of a blog that provides friendly but actionable personal finance tips. If you’re targeting other businesses, your content might consist of white papers and similar reports providing valuable insights or research. When developing content, ask yourself how it can benefit your audience every step of the way.
Video and blog content are both quite effective. That said, you may also want to host in-person seminars or online webinars. This is yet another way in which you can provide value to customers. By experimenting with different types of content and different delivery methods, you can also more effectively identify which channels and media yield the most engagement among your ideal leads. In fact, some fintech brands have found that hosting seminars can be a powerful way to increase brand awareness.
Webinars and seminars are also typically more in-depth than other forms of content. Exploring a topic in greater detail helps you establish your brand as authoritative and trustworthy. This helps you convince users that you’ll handle their financial information responsibly.
Maintain Consistent Branding
A brand isn’t just a logo. It’s an overall identity for your business. For instance, if you’re targeting young people, the language you use in your content should speak to them authentically. You don’t want to look like you’re trying too hard to be hip or youthful—you’re selling them a financial product and a certain gravitas is appropriate—but you can adopt a more conversational, yet still professional tone.
Just remember that such components of your brand need to remain consistent across all your content. If your blog posts are friendly and youthful, your videos, social media posts, events, and other content must be as well. Brand consistency is essential to brand awareness.
Be sure to monitor and refine your campaigns actively as well. You need to constantly pay attention to key metrics to determine what strategies are most effective. The more you learn, the more you can improve your campaigns.