Financial Technology, or Fintech as it’s commonly referred to, is one such domain that needs its content marketing to be unique, simply because of the nature of the domain itself. Fintechs rely heavily on their audience’s trust, and they can only achieve this by educating them about their products and their benefits with the utmost transparency.
If you’re a fintech company owner or are planning on starting one, this article will give you eight key tips for successful fintech content marketing.
1. Provide your audience a good reason to read your blog
What’s a good reason to read a blog? It should be relevant to the audience, provide an in-depth, meaningful, and trustworthy insight. If needed, include case studies or industry-specific solutions. Consider the common topics for everyone such as ‘Pension and retirement planning blog’ or ‘Personal financial management guide’ or ‘Saving for your children’s education or ‘Buying a house or a car.’
Act as a financial adviser to your audience. Maintain a position that they recommend you to all their family and friends. Finding a reliable fintech partner for investing in real estate or getting a loan is what you need to be. Hence, to provide value to your audience, it will take much less effort to convince them to read your blog or share it. Also, do your research before writing about a complex topic; you have to deliver a lot of authentic and valuable information to a highly-inclined audience.
2. Talk about your services
As we’ve already said, your readers will be inundated with information about your product and the service it offers. But, there is no shortage of companies that can do this for your audience. So, to stand out from the crowd, it’s up to you to find ways to make your content stand out. Ensure your product is clearly visible; tell your readers exactly what they are buying and what they will gain from your service.
Please focus on the part where you explain to them the benefits of using your service. That way, you’ll be able to demonstrate the usefulness of your product to your customers. Select topics that are best suited for your industry. Every product, company, and industry has its language, customs, and practices. Hence, it is imperative to create content that is specific to your domain.
3. Solve a problem
A company needs to provide the solution to its audience’s problems. Therefore, the most efficient way of doing this is to think of some of the most common issues that your audience faces and then find a way to solve them. Your goal should be to build a community of consumers who trust your products so that they’ll spread your message to the next person.
Reward your audience with solutions and offers to avail of these solutions at cheaper rates. Any company will use online influencers or spokespeople for marketing their products or services to the public. Promote your solution and create an edge in the market to make it appealing to your audience.
4. Showcase your brand
There’s a big difference between talking to your audience and talking with them. When you speak with your audience, you make them comfortable enough to feel they can speak to you. Then, you can open the dialogue up and get at the heart of your audience’s business, solving their challenges directly, and all with the help of your company’s products.
The solution is not something you can get from reading a blog post about the attributes of your product and its features. You have to come up with an efficient strategy to solve their problems directly. That’s why content marketing is such a powerful platform for your brand to stand out. Use content to create awareness, interest, and a path to access the solution.
5. Be transparent
Fintechs build trust with their clients by offering them first-hand information, including how the product works. If you’re a fintech, you can’t have a completely opaque website with little information. It would help if you answered all the critical questions such as:
- What is your product?
- How does it work?
- Does it work for everyone?
- How to avail of your service?
- What are your commercials?
If a client cannot get answers to these questions directly, he/she may lose trust in you. In the context of online marketing, this doesn’t require extensive creativity or a high marketing budget.
Fintech companies can share what they know with their target audience through blogs, videos, and even Twitter and LinkedIn messages. This makes it convenient for the users and gives the companies a chance to participate in the conversation and engage with them.
6. Tell a story
Making compelling claims about your company and its services is one of the most important communication methods you can adopt. However, while making your case, you also need to tell an impressive story. We call it a story because the audience needs to relate to it emotionally and relate to the characters.
It is important for the person unaware of the company to be able to relate to the story. Otherwise, they may not be persuaded. Hence you need engaging content portraying this story. You have to connect to the human level and relate to your audience, or else, they may not be compelled to act. This means you also need to invest in character development, something only experienced and talented writers can do.
7. Use influencers
Influencers are well-known for having a significant influence on consumer behavior. In the fintech realm, there are influencers from almost every industry, ranging from education and technology to health and finance. If you’re building a brand, finding them is easy. The trick is to engage them in a way that they get real value from you. The more you connect with them, the more you’ll earn their trust.
Build a strong partnership with some of the best influencers from within the industry. By leveraging and building this trust, you can deliver more value to your prospects and make an even bigger impact on your brand. In most cases, the relationship between brands and influencers tends to be based on alignment with the value that each party brings to the table.
8. Focus on mobile
Many digital marketers treat mobile as a forgotten device for the audience. They assume that the majority of their audience is looking at the web on desktops or laptops. The truth is, mobile has been and continues to be the dominant way people interact with brands across the globe. Even if you don’t consider yourself a fintech customer to search on mobile, most of your audience still uses mobile to find your company’s products.
If you’re struggling to reach your target audience, you should look into using a mobile device-enabled marketing strategy to send relevant content to mobile users. For example, you could target mobile visitors to your website with an email that sends valuable information that they might find interesting.
Even though there are multiple ways to find a buyer online, the old-fashioned way remains the best and effective one. Intelligent content marketing will help you gain the trust of your readers and drive your audience to take some of your offers seriously.
Ultimately, a good content marketing strategy will help you keep your audience satisfied and loyal to your brand for many years to come.