This article is the final in a series that deep-dives into the world of true storytelling for complex industries—specifically, fintech. This week, we’ll look at fintech growth success with stories. This article is authored by and based on the experience of our CEO & Chief Storytelling Officer, Ashley Poynter. View part 1, part 2, part 3, part 4, and part 5.
Quick recap: Stories need a solid framework to make sense and resonate with your audience. This will require some research and insights into a) who your target buyer is and what their problem looks like, b) the best way to present your solution, and c) a real-life example of how that solution solved a business problem.
Fintech Growth Success Factors
Whether you have a huge marketing budget that can support a Christian Slater video short or are working with more limited resources, storytelling can take shape in many different ways. You don’t need to produce a blockbuster short film to adequately convey what your business is and what you’re about.
At the end of the day, the easiest way to explain what your customers and prospects expect out of your stories is that it is the same thing they expect of your products and services:
- Frictionless: You don’t make people to click through a bunch of links or jump through 100 hoops to make a purchase, so don’t make them hunt down your stories, either. Weave them into the places and channels you already know your prospects are using and visiting.
- Omnichannel: Engage with your audience across all channels. Share stories across mobile, web, virtual reality and any other channel that makes sense for your brand. Social snippets, written stories and even podcasts can be effective storytelling media that can be shared across channels.
- Personalized: Just as with technology, people want a story that is tailored just for them. Your stories should be customized to resonate with each segment they will be told to. Use the intel you have about your audience to build an immersive storytelling experience that meets their needs. This keeps people engaged with and connected to your brand.
- Innovative: Get creative. Find new and interesting ways to connect with your audience. How you tell stories is an indicator to prospects about how you do business. Make it interesting, engaging, and personal.
Fintech growth success for products, services, and stories requires consideration of these key factors.
A Story With More than One Purpose
Facts and figures and an emotional connection are not mutually exclusive concepts. We all know that marketing departments need to be held accountable to metrics and goals and ROI…and stories are a great way to achieve those objectives. But you’re not going to hit them with facts and figures alone.
In other words: it’s not necessarily your awesome pricing, your sexy product, or your top-notch sales collateral that will drive B2B buyers to purchase. As the Google data pointed out, it’s the heart of your company that your prospects are looking to connect to, engage with, and purchase from.
Allow them that connection.
Don’t be the flat, dry printer video full of specs and empty words. Be a hero. Crush the bad guys. And bring your audience along with you for the entire, action-packed customer journey.
This is the final part of a 6-part series. If you enjoyed this, download our Fintech Marketing Playbook to get a winning strategy for telling better stories that align with fintech growth success.