Chances are, you had a marketing strategy already in place for 2020. Then a global pandemic hit and dashed your plan to pieces. Maybe. While you may still be operating under some pre-existing strategies, you likely need to pivot on some levels. Marketing Week recently published an article about how B2B marketing will change after the pandemic. Part of this is due to the looming global recession that this pandemic has kicked into motion.
Those in the B2B fintech space face additional hurdles. Fintechs are disrupting and digitizing the financial services space, but with that comes challenges related to trust, credibility, and customer education. Deploying the right fintech marketing techniques to address these challenges can be difficult in an increasingly saturated market.
A saturated market means marketing materials and messaging and flying around everywhere, creating a very confusing (and frustrating) experience for buyers. Whether it’s tone-deaf marketing campaigns or ones that are completely out of touch with what a buyer needs, many B2B fintechs are in need of an overhaul when it comes to a fintech marketing plan.
What’s Changing in 2020?
The article I mentioned points to some surefire ways that marketing will evolve given everything that has changed about business — and life — as a direct result of this pandemic. These are important takeaways for those businesses who are updating fintech marketing plans. Highlights include:
Microsegmentation will be key: B2B segmentation must evolve beyond its rough ideas of segmentation (focused solely on geography, industry, and other basic criteria) and move into the realm of personalization based on behavioral data. In short, businesses must get better about predicting customer needs — and addressing those needs
Thought leadership is dead: Yikes, that seems like a nail in the coffin for this content marketing agency. But I agree with this assessment because the crux of the issue is not whether or not businesses continue to create content but how they create it. The days of purely didactic content that reeks of authoritative tones are over. Empathy, entertainment, and helpfulness reign supreme and businesses are going to have to find more creative ways to connect with their targets moving forward.
Context — not content — is king: Again, this has us traipsing into ominous territory, but the point is clear: in a data-rich world, enhancing the content around communications will be critical. Just as interruptive advertising gave way to content marketing, content marketing is giving way to contextual marketing. It means meeting customers where they are and providing helpful content in the way they prefer to consume it.
Updating Your 2020 Fintech Marketing Plan Accordingly
So how does this all blend together in terms of content and its place in your 2020 fintech marketing plan? Consider the following:
Blogging is still a great way to attract visitors to your website. Don’t just take my word for it:
- Almost three-quarters (73%) of respondents to Demand Gen’s 2019 Demand Generation Benchmark Survey Report said they typically consume between three and seven pieces of content before speaking with a salesperson.
- Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog. (DemandMetric)
- Businesses that blog get 55% more website visitors than businesses that don’t. (HubSpot)
The important part is to create helpful content that will both educate and entertain your audience while also answering prospect’s questions in a trustworthy manner. That last part is key; a whopping 97% of respondents to Demand Gen’s survey said they place a higher emphasis on the trustworthiness of the source of the content they are consuming.
Webinars can be a powerful marketing tool to generate leads. What’s more, webinar content can be repurposed into blogs, infographics, email content and other marketing collateral. Webinars are successful when they educate an audience rather than focusing on pitching. Webinars are a solid fintech marketing tool in particular, as it gives an organization an avenue through which to build trust with prospects and establish credibility. Demand Gen’s study also pointed out that case studies (47%) and webinars (39%) are the top-two types of most valuable influencer content formats. It also noted that 3% of respondents say they are willing to share information to access webinars.
Email marketing is one of the most effective fintech marketing tactics available. There are several different ways to do it, including enewsletters, marketing drip campaigns, marketing automation, and more. Investing the time and money in building a quality email list is important, and marketing automation can play a central role in making the most out of that list, even as it continues to grow. According to HubSpot, 40 percent of B2B marketers say email newsletters are most critical to their content marketing success. Other fun facts:
- 73 percent of millennials prefer communications from businesses to come via email
- 59 percent of respondents say marketing emails influence their purchase decisions
- Marketers who use segmented campaigns note as much as a 760% increase in revenue
Cultivating a list and engaging with that list over time can generate and nurture leads and eventually, lead to sales and revenue.
These are just a handful of fintech marketing tactics that — when leveraged with personalization, helpfulness, and context in mind — can be employed to make your 2020 marketing plan a success. If you’re looking for more in-depth guidance on fintech marketing, download the free Fintech Marketing Playbook or take a look at our guide to Fintech Marketing & Lead Generation in a Recession.