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Last Updated on August 3, 2023 by admin
Using content marketing for fintech customer acquisition is the path forward in 2023. Why? Because despite the ongoing “fintech winter,” the global fintech technologies market continues to grow. Valued at $110.57 billion in 2020, the fintech market is projected to reach $698.48 billion by 2030.
As the market grows and competition increases, the drive for customer acquisition will become feverish. Understanding what customers want – and don’t want – is critical in the current climate. The growth of mobile and digital payments means consumers and businesses are more connected than ever.
Most decision-makers are researching solutions on their own, talking to salespeople only after they’ve all but reached a conclusion. This fundamentally changes the way fintechs must market to be seen and heard. It makes trust-building and credibility essential. Winning a prospect’s trust is foundational to forming relationships that lead to sales.
Many fintechs are constantly looking for new and innovative ways to acquire customers. One strategy that has proven to be effective is content marketing. By creating valuable and informative content, fintechs can attract potential customers, build the necessary trust and credibility, and form meaningful, loyal relationships.
Creativity is Ground Zero for Customer Acquisition
Fintechs exist in a highly competitive and regulated industry. Traditional financial institutions have a significant advantage when it comes to brand recognition and customer trust, which can make it challenging for fintechs to attract and retain customers. What’s more, fintechs are often offering new and innovative products and services, which can be difficult to explain and market to consumers who may not be familiar with the technology or concepts.
Using unique marketing tactics can help fintechs stand out in a crowded market and reach their target audience effectively and engagingly. Getting creative and being daring can boost awareness and engagement with target audiences and also help differentiate from traditional financial institutions.
Another reason creativity rules is that customers are becoming increasingly wary of traditional marketing strategies. They are more likely to engage with educational, informative, and interactive content. Subsequently, content like interactive tools and calculators, personal finance education, case studies and success stories, social media engagement, and influencer marketing have become increasingly popular.
The downside is that fintechs are subject to strict regulations when it comes to advertising and marketing. So all marketing tactics must comply with these regulations, which can make it challenging to think outside of the box and effectively reach target audiences.
Content marketing for fintech customer acquisition has become a powerful strategy for fintechs who want to stand apart and be effective. We’ll look at the top five ways fintechs can use content marketing to acquire customers, build relationships, and boost revenue.
Top Five Ways to Creatively Use Content Marketing for Fintech Customer Acquisition
Here are a few unique ways you can leverage content marketing for fintech customer acquisition:
1. Personal Finance Education
For B2C fintechs, educational content that helps consumers understand personal finance concepts such as budgeting, saving, investing, and managing debt can be highly effective for customer acquisition. This type of content can be in the form of blog posts, videos, infographics, and e-books.
By providing valuable information, fintechs can position themselves as experts and build trust with potential customers. Most importantly, this type of education is sought after. Search terms like “how to budget” and “grow savings” have seen an uptick over the past year – a trend that fintechs can harness to their benefit.
2. Interactive Tools and Calculators
Fintechs can create interactive tools and calculators that allow consumers to easily calculate their savings, retirement projections, or mortgage payments. These types of tools can be embedded in a fintech’s website and can be promoted through social media and email marketing. By providing a valuable service, fintechs can attract potential customers and build trust by showing them how their products or services can help improve their financial situation.
These tools are just as useful for B2B fintechs. For example, providing an estimated monthly payment calculator to small businesses in need of loans is a great way to increase engagement and provide helpful information.
3. Case Studies and Success Stories
Few things are as effective for instilling trust as case studies and success stories. It’s one of the best ways to use content marketing for fintech customer acquisition. Demonstrating how products or services have helped real customers improve their financial situation builds credibility using real examples to which people can relate.
Case studies can exist as downloadable assets, videos, or testimonials. Showcasing real-world examples helps potential customers envision themselves using their products or services. Case studies and success stories can also be repurposed into bite-sized snippets that can be shared on social media or even included below email signatures.
4. Social Media Engagement
Social media is sometimes disregarded by B2B fintechs and treated as a necessary evil. While your target audience may not spend most of its time on Facebook, don’t throw the baby out with the bath water. LinkedIn and Twitter can be extremely effective channels when used correctly.
LinkedIn is the perfect place to highlight executive insights by publishing Pulse articles from key executives. Participation in relevant groups can foster community and discussion around important topics. Twitter is a great channel for sharing content, connecting with influencers, and engaging with people more personally.
It’s important to have a precise strategy when using social content marketing for fintech customer acquisition. Evaluate social channels to determine 1) which is right for your brand, 2) the most effective type of activity on each channel, and 3) what types of content to share. Overall, social media is a beneficial tool for sharing educational content, answering questions, and creating conversations around financial technology topics. By building relationships with their followers, fintechs can attract new customers and retain existing ones.
5. Influencer Marketing
Fintechs can partner with financial experts, bloggers, and social media influencers to create content that promotes their products or services. By leveraging the influence and credibility of these experts, you can reach a wider audience and attract potential customers who trust and value the influencer’s opinion.
Content marketing can be an effective strategy for fintechs to acquire customers. By creating valuable and informative content, fintechs can attract potential customers and build trust and credibility with their target audience.
Looking for more tips on fintech customer acquisition? Get the Fintech Customer Acquisition Playbook!