Digital marketing for fintech companies

Digital marketing is now utilized by nearly all companies. However, the fintech industry is unique, and its marketing strategies differ. Therefore, today we’ve chosen four unconventional and engaging methods for digital marketing in fintech sector.

What digital marketing is?

Digital marketing promotes products and services through channels such as websites, mobile devices, and social media platforms.
Digital marketers have a number of tools to measure the effectiveness of their campaigns.
One of the biggest challenges digital marketers face is how to set themselves apart in a world that is oversaturated with digital ads and other distractions.

Different Kinds of Digital Marketing Channels

Here are eight popular channels widely used today.

Website Marketing

Many companies leverage their websites as the central hub for their digital marketing efforts. A successful website should reflect the brand and its offerings in a clear and memorable manner. It’s crucial for modern websites to be fast-loading, mobile-friendly, and easy to navigate.

Pay-Per-Click Advertising

Pay-per-click (PPC) advertising allows marketers to reach audiences across various news websites, digital platforms, and social media through paid advertisements.

Platforms like Google, Bing, LinkedIn, X (formerly Twitter), Pinterest, and Facebook offer PPC campaigns, enabling marketers to target users based on demographics, interests, or location. Google Ads and Facebook Ads are among the most popular PPC services.

Content Marketing

Content marketing aims to engage potential customers through written, visual, or video content that captures their interest. This content is typically published on websites and then promoted through social media, email marketing, search engine optimization, or PPC campaigns.

Content marketing strives to be less overt than traditional advertising, focusing on providing value to the audience.

Email Marketing

Despite being associated with spam by some, email marketing remains highly effective. Many marketers utilize various digital channels to gather email addresses for their lists, then use email marketing to nurture leads and convert them into customers.

Social Media Marketing

Social media marketing is geared towards building brand awareness and fostering trust among the audience. It can also be utilized for lead generation and direct marketing/sales. Promoted posts and tweets are examples of social media marketing tactics.

Affiliate Marketing

Affiliate marketing, an age-old marketing method, has found new life in the digital realm. Companies collaborate with influencers or other entities to promote their products, rewarding them with commissions for each sale or lead generated.

Major companies like Amazon operate affiliate programs that generate substantial payouts for affiliates.

Video Marketing

With many internet users turning to platforms like YouTube for information and entertainment, video marketing has become increasingly important.

Marketers can utilize platforms such as Facebook Videos, Instagram, and TikTok to run video campaigns, often integrating them with SEO, content marketing, and broader social media strategies.

Text Messaging

Text messaging, or SMS (short message service), is used by companies to disseminate information about their latest offerings and promotions.

Nonprofit organizations and political candidates also leverage texting for self-promotion and fundraising purposes. Many marketing campaigns now facilitate payments or donations through simple text messages.

Ideas for digital marketing for fintech companies:

In the fintech industry, companies should strive to differentiate themselves. Additionally, the fintech audience is distinct from the general crowd. Therefore, marketing ideas for fintech should be more unconventional.

1. Technical Expertise

You should position yourself as a technical expert in your specific field or product niche. A savvy approach involves consistently sharing technical content on your social media platforms and blog. Additionally, contemplate launching a YouTube channel that showcases experts who can enlighten your audience on various topics or conduct informative interviews.

Your aim should be to assume the role of an educator within your community. Assess whether your audience is highly tech-savvy or not. Determine if platforms like LinkedIn, Twitter, and YouTube are suitable or if platforms like GitHub would be more appropriate, allowing you to train developers on programming techniques or share your API. Always consider who your customer persona is.

2. Metaverse

Companies that create their own world in the metaverse typically invest significant resources in the building process. One thing is certain—while the metaverse itself may not yet be fully spectacular, the media’s excitement about the idea serves as great advertisement for them. However, this doesn’t necessarily mean you need to develop your own metaverse world.

a virtual-reality space in which users can interact with a computer-generated environment and other users.

My advice would be to think outside the box and experiment with new approaches. Stay updated on technological advancements, including emerging platforms. By being ahead of the curve or among the first to try something new, your product or company stands to gain significantly.

If you are interested in this topic, check out our article “Metaverse & Banking. New ways of communication“

3. Influencer Partnerships

Revolut serves as an excellent example of a company that employed this approach effectively. They launched an advertising campaign on YouTube, initially providing their digital cards to numerous YouTubers. These influencers weren’t necessarily focused on fintech, but given the widespread use of digital payments, their audience found it relevant.

Each influencer also had unique promo codes to offer their viewers, further driving interest. Additionally, Revolut utilized short, three-second YouTube ads without intrusive voiceovers or role-playing, simply showcasing their card and logo. This minimalistic yet impactful approach garnered them a significant influx of new customers. Consider whether offering your product or service to influencers for promotion on their social media platforms could similarly benefit your brand.

4. Interactive Demos and Free Trials

Offer interactive demos or free trials of your fintech solutions to allow prospective customers to experience the benefits firsthand before making a commitment. Create engaging demos that showcase key features, functionalities, and use cases, highlighting how your product/service can address specific pain points or improve financial outcomes.

Provide guided tours or tutorials to help users navigate the platform effectively and demonstrate its value proposition. Offering a risk-free trial period can help alleviate skepticism and encourage conversion.

5. Gamification Strategies

Integrating gamification elements into your fintech platform can increase user engagement and drive customer retention. Consider implementing features such as reward systems, progress tracking, or challenges related to financial goals.

For example, offering points or badges for completing certain tasks like budgeting, saving, or investing can make the user experience more enjoyable and encourage continued usage of your platform.