2021 is likely to be a year of two halves – but what should the focus be for those in fintech marketing?
2020 was the year that blew up fintech marketing plans. While there is still uncertainty ahead of us, fintech has been a bright spot and many companies have flourished as digital transformation accelerated.
While challenges still exist, we’ve seen the current environment result in opportunities for fintech marketing. When it comes to your 2021 fintech marketing strategy, take an ‘agile’ approach and consider this a year of two halves (more on that to come).
In terms of fintech marketing, there are three areas to focus on now to make sure the year ahead is a prosperous one:
- Capitalizing on peak fintech interest
- Lifting your content game
- Auditing your digital skills
Capitalize on peak fintech interest
For fintechs, 2020 panned out better than for many industries.
The World Economic Forum reported that companies saw an average growth of 13% compared to 11% previously. It’s a trend that’s likely to continue as verticals, such as payments, insurtech and digital financial services, continue to sustain a more digital dependent economy.
A side effect is that fintech has been thrust out of its relative obscurity and fintech marketing has taken on new importance.
Mainstream media interest has grown in how fintechs have supported everything from trade to personal finance, insurance and banking throughout the pandemic. At the same time, these same media outlets have seen their readership climb as we spent more time in front of our screens.
Harvey Hudes, Caliber’s CEO, said: “PR is an especially effective tactic when people have more time to read. At the same time fintech is experiencing peak interest in the media as it plays a crucial role supporting businesses and people throughout the pandemic. The year ahead has the potential to offer significant fintech marketing opportunities to allow companies to stay top of mind in a virtual environment.”
So the first half of 2021 is an opportunity for those in fintech marketing to think much more broadly about PR and media strategy and how the increased interest can be leveraged to raise your fintech’s brand profile – for new business, partnerships, funding and hiring.
Content is key in fintech marketing
With users seeking more information and content online than ever before, the competition for eyeballs has never been hotter.
So it’s mission critical to take a good look at the content you’re producing as part of your fintech marketing strategy and ask some hard questions: Are the topics we are aligning with resonating? Is it helping our customers? How do I even know?
As the year begins, think through the themes and topics that keep your customers up at night and how that might evolve as the year progresses. Quality and value – not quantity – is what matters.
Also, don’t be afraid of exploring counterviews to the accepted fintech marketing norms. The world has changed a lot and your unique perspective can help drive new conversations and engagements even if it fosters some debate and pushback. Just always make sure to advocate for your customer.
Audit your content digital skills
A favorite mantra right now is that it’s no longer about digital marketing – it’s about marketing in a digital world, and fintech marketing is no different.
As the year revs up, it’s important that you consider what kind of digital skills and resources you might need to help you find and connect with your audience.
SEO can be a cost effective addition to your fintech marketing strategy. It is a great way to give your content a boost, increase your online visibility and drive lead generation.
Now, search engines are using Artificial Intelligence and Machine Learning to power their technology and insights. These aid in providing users more relevant search results that consider both context and intent (known as semantic search), as well as showcasing more advanced tools such as voice search.
Take some time this year to make sure your on-site content is fully optimized to maximise the impact of your fintech marketing strategy. Utilise the use of off-site search techniques, such as off-site content mentions, to enhance your SEO strategy and build your online lead generation capability.
Think about how you can supplement your content stack and move beyond the blog (yes, we acknowledge the irony).
Cisco predicts that by 2022, online videos will account for 82% of all consumer internet traffic. Podcasts too are making their mark. Strongly branded video channels or podcasts can help give your fintech marketing cut through, and give more visibility to your SME’s as well as lift your street cred.
Video and podcasting tools are very accessible these days, but production standards must be kept high. Plan out the skills and resources you will require to deliver a great experience. Take a little time early in the year to develop or source your production capability and incorporate different formats into your fintech marketing strategy.
Get in touch to find out how we can help with your fintech marketing strategy
To capitalize on your opportunities, when it comes to fintech marketing strategies, think about the digital resources you need to thrive and be agile in your thinking. After 2020, we are all certainly much more adept at that.