Fintech marketing is a new marketing category including all tactics and tools used by a fintech organization to drive demand, foster customer loyalty, and business growth.
The fintech industry is constantly evolving and since the pandemic, it has seen drastic changes. At present, the industry must accelerate digital adoption to satisfy modern consumer expectations. Companies can implement appropriate fintech marketing strategies to align with this new world and we know it is becoming more and more challenging day by day.
Leaders are rebooting fintech marketing at multiple levels, including the way they previously approached business and consumer engagement. One of those major shifts is how B2B decision makers buy products and services. Because today, no one wants to feel “sold to.”
We are experiencing a very different market where people like to make their own decisions without alluring marketing techniques. Modern consumers research, educate themselves, and self-serve their needs, mostly without salespeople.
So, how should fintech brands adapt to drive demand generation? Let us explore it here.
B2B marketing thought leaders agree this is an era for demand-gen content marketing. These days, the content that underpins marketing needs to focus on adding value at every stage of the sales funnel thereby addressing the audience’s pain points.
Fintech products require nurturing and educational leadership. Such a setup offers expert advice that can solve their challenges. And customers will remember you and it is crucial when they are ready to buy. Customers are looking for reliable and knowledgeable advice. A fintech company that provides this will have loyal customers who trust it and will come back for more. Investing in educating customers through leadership can be an invaluable long-term investment.
Full-Funnel Content marketing
The major difference between traditional marketing and demand-gen-focused content is the value both marketing offer. The more value a consumer demands from your content, the better the chances of conversion. It satisfies your target audience as the content helps solve their problems with tips and hints. It increases trust, which generates sales and drive larger orders.
Fintech marketing requires full-funnel techniques. A fintech marketing agency in London may help you realize that what you are doing is the right thing to do.
When you adopt full-funnel strategy, content should be mapped and created for different stages of the sales funnel to ensure there is a mix on your key channels that appeals to different stages of your sale cycle – top, middle, and bottom.
The strategy offers information to each prospect and addresses unique pain points, readiness to buy, and where they are in the sales cycle. Furthermore, it supports lead nurturing campaigns, social media strategies, website conversion, PR, and more.
What are the benefits of full-funnel fintech marketing?
Fintech brands approach full-funnel marketing because the strategy stands them apart from the competition in the market. It provides the target audience with the right value from the first interaction with the brand itself. It continues to nurture them toward a sale by continuing the same process. It is incredibly helpful.
Given that, it is a soft sell and a better way to build brand awareness. Happy customers lead to consistent sales for your fintech. The primary benefit of a full-funnel marketing approach is measurable.
Here are some common benefits of full-funnel fintech marketing:
- KPI alignment across the business: With this approach, the marketing and sales departments are closely aligned towards the buyer journey rather than having separate responsibilities.
- Quick test and learn: Full-funnel marketing might be a long-term strategy, but you can test the impact of campaigns to see how they impact your KPIs.
- Better alignment with agencies: By collaborating with demand generation experts, you can reach your revenue goals quicker. A competent fintech marketing agency in London should advise on KPIs at each stage of the sale funnel.
Conclusion
When it comes to fintech marketing, the full-funnel approach offers a winning situation. When you craft content to address the pain points of your target market and address their challenges, the audience will return to you whenever they need your products.
However, keep posting content regularly and make sure it is always SEO-friendly. Combined fintech marketing strategies will ensure success in the near future.
