Last Updated on May 21, 2024 by admin
The fintech industry is a beast. Rapid advancements in technology and shifts in consumer behavior mean that the old playbook might not guarantee success. As we cruise through 2024, it’s crucial to understand and employ updated marketing tactics to ensure a competitive edge. So, let’s dig deeper.
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Content Marketing
Content marketing is a handy tool in your toolbox of B2B fintech marketing tactics. If you read about content marketing frequently (I’m looking at you B2B fintech marketers), you’ve probably seen opinions that run the gamut: “Create content like you’re writing for your grandma” or “Don’t write for your grandma, your grandma’s not in fintech” or “be sure to entertain” or “get to the point already.” The list goes on, and we’ve said some of them ourselves.
Here’s the ultimate take: use what works for you and your brand and leave the rest behind. There’s no silver bullet for content, and doing it well really requires a solid grasp of the industry, your brand’s place in the market, your audience, and cold, hard data.
Haters will always hate, so create.
Blogs
Blogs aren’t just articles; they are a brand’s voice, establishing authority and building trust. If used correctly, they can be great tools to boost SEO and build relationships with your audience.
As a B2B fintech marketing tactic, they also work great in series format. Consider a series dissecting global payment trends, the implications of quantum computing on fintech, or the evolution of consumer trust in digital banking.
Blogs are great for awareness and engagement content and can be effective drivers of demand generation when used as part of bigger campaigns.
Tools:
- WordPress: The go-to platform for creating and managing blogs.
- Yoast SEO: An invaluable plugin for optimizing blog content.
- Grammarly: To maintain impeccable content quality.
Tips: Prioritize quality over quantity. A well-researched, insightful post once a month is better than weekly superficial ones. Collaborate with experts for guest posts.
Watch Out: Steer clear of over-promoting your products. Aim to inform, not sell.
Podcasts
The rise of audio content is undeniable, and podcasts allow for a deeper, more personal connection with your audience. They’re especially great if your product or service area lends itself to interesting conversations.
If you’re having trouble finding an angle, you can always lean into the tried and true: a series featuring customer success stories, expert insights on global finance trends, or deep dives into [your industry]’s challenges.
The most effective podcasts have an angle and do storytelling really well. Use feedback from your sales team and existing customers to understand how their story arcs translate into a series that prospective customers can learn from.
Tools:
- Anchor: Simplifies podcast creation and distribution.
- Audacity: An open-source, easy-to-use audio editor.
Tips: Invite industry experts to lend credibility. Regularly ask for feedback to tailor content to listeners’ preferences.
Watch Out: Avoid inconsistent publishing. Listeners appreciate regularity and might even look forward to upcoming episodes. If you’re an unreliable publisher, you might appear to be unreliable all around.
Videos
Videos continue to be one of the top B2B fintech marketing tactics. They have plenty of applications, whether you’re trying to explain complex topics simply or showcase customer testimonials.
It’s another area where creativity pays, so don’t be afraid to step outside of your normal content routine. Yes, you can produce how-to videos for software integrations, round-table discussions on industry challenges, or visually rich infographics on market trends.
But you can also repurpose interesting snippets from conferences and webinars, reuse hot clips from a podcast guest, or create an interesting animation to accompany a well-received blog post.
Tools:
- Camtasia: Comprehensive video editing.
- Powtoon: For animated explainer videos.
Tips: Ensure videos have captions. This not only makes them accessible but also increases engagement.
Watch Out: Quality matters. Invest in good equipment to avoid sub-par audio and visuals.
Long-Form Content
Long-form pieces make great anchor pieces, providing depth and comprehensive insights. And they don’t have to be overly complicated to produce. Data is your friend. Use it to find top blog posts that can be turned into something more robust as a downloadable asset.
You may already have a high-performing video or podcast series that can be converted into a long-form content piece.
Long-form content is an ideal B2B fintech marketing tactic for conveying heavier information. In fintech, that might include topics like AI’s role, regulatory changes, or an overview of industry innovation.
Tools:
- Canva: Offers diverse design templates.
- Leadpages: For creating optimized landing pages for gated content.
Tips: Use persuasive CTAs (Call to Action) for gated content to maximize lead generation.
Watch Out: Always keep data updated. This spurs trust in your readers that you’re an authoritative source of information and positions you as an organization that pays attention to detail.
LinkedIn Marketing (Organic)
LinkedIn is typically viewed as the premier platform for networking, brand-building, and thought leadership. This makes it an ideal place to test out some of your B2B fintech marketing tactics.
While you may have an active company page, it also pays to post from individual profiles. People connect with people, and it’s easier to engage with a profile that has an actual face. Be sure that team members are sharing company updates as well as their own thought leadership.
Company updates are great, but the more people involved the better. Consider collaborating with influencers for AMAs (Ask Me Anything) or publishing case studies where your audience can hear from real people.
Tools:
- LinkedIn Analytics: Understand audience engagement.
- Hootsuite: Manage and schedule posts.
Tips: Regularly engage with comments, and participate in relevant industry discussions.
Watch Out: Avoid spamming with too many posts. Quality trumps quantity.
Email Marketing
It seems like there’s a new social or marketing channel emerging daily. Still, email continues to be one of the most effective B2B fintech marketing tactics in 2024.
The key is to be interesting.
Everyone’s inboxes are flooded constantly. There are work emails, event invitations, and the dreaded spam that makes it through the spam trap. You have to understand what will make your message stand out.
Convincing someone to open your email starts with a great subject line but it doesn’t stop there. If you know your audience well, you’ll know exactly what information, articles, links, and other pertinent information to include so they won’t feel like you’re wasting their time. Again, data is your friend. Use it to craft meaningful messages that resonate.
Tools:
- Dripify: Sales automation tool, including LinkedIn and email automation features
- HubSpot: A comprehensive CRM solution with email automation.
Tips: Personalize email content based on user data. Also, A/B test subject lines for better open rates.
Watch Out: Avoid ‘spammy’ language to ensure your email doesn’t land in the junk folder.
B2B Fintech Marketing Tactics FTW
Marketing in the fintech sector requires a blend of innovation, credibility, and agility. As 2024 unravels, it’s these strategies, coupled with an in-depth understanding of your audience, that will position your brand ahead in the race. Adapt, evolve, and prosper.
Enhance Your B2B Fintech Marketing Tactics With These Playbooks
Looking for more B2B fintech marketing tactics, tools, and content? Check out one of our helpful playbooks and guides:
- Fintech Demand Generation Playbook
- Fintech Customer Acquisition Playbook
- B2B Fintech Lead Generation & Marketing During a Recession
- Fintech Marketing Playbook
- Payments Thought Leadership Playbook
- The Financial Marketer’s Guide to Content Marketing
Other B2B Fintech Marketing Tactics Articles You Might Find Helpful
- How Fintech Marketing Leaders Can Secure Content Marketing Buy-in
- Fintech Marketing Success: Balancing Authenticity With Data, Drive, and AI
- What’s the Right B2B Fintech Marketing Approach in the Era of AI
- Must-Use Strategic Frameworks for Fintech Content Marketing
The post B2B Fintech Marketing Tactics for 2024: A Comprehensive Guide first appeared on Content Rewired.
B2B Fintech Marketing Tactics for 2024: A Comprehensive Guide was first posted on May 21, 2024 at 7:49 am.
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