The fintech industry is growing exponentially with global funding for the sector reaching US$31 billion in 2017, according to consultancy KPMG.

Yet as the number of opportunities grows so does the difficulty in raising awareness of new products and services. Hence the need for a clear, effective marketing strategy to cut through the noise.

This short guide provides some tips on how to approach fintech marketing and how best to build for success in promotion of a fintech brand.

Pre-Launch Phase

Months before the launch of any fintech service, it’s important to have developed an active role in the financial community. No doubt your team has deep experience but building connections as widely as possible will make it easier to promote your brand when it launches.

Engagement with those working in the sector is key to learn what projects the community is most excited about and what marketing efforts really seem to click.

Reaching out via one-to-one conversations, polls or surveys is one of the best ways to build soft buzz about the launch as well as getting your audience to start thinking of some of the questions you are looking to tackle.

Take notes about what does and does not work and spend time identifying a network of contacts that can help spread the word once you are ready to launch.

Use social media and existing networks to help seed ideas about your brand and concept.

Contact us to find out about the targeted content services provided by TFA content specialists 

Create concise content

Once your core product is ready to launch the next issue is ensuring that your USP is clearly presented to your target audience.

While the technology behind your product or service may be bleeding edge it is never going to take off if people don’t “get” what it does. At this stage the research and engagement you carried out at the Pre-launch phase is invaluable in distilling the simplest explanation of your brand.

You know your products core strength better than anyone else but explaining it to the unintiatied is a whoel different task. Often an outside perspective is invaluable at this stage to define the messaging that will work most effectively.

A series of articles covering the basics, a short video, an infographic all can give a better idea to potential users and investors as to what to expect.

Reach influencers

Don’t forget the importance of the written word. If your team doesn’t include any strong writers, you may need to outsource this task to professional content speciallists.

The public is not going to hear about your product because of its technical prowess but because of the buzz around it. Make sure to maximize the PR and media outreach opportunities. Think about what angles may make press releases stand out, what articles or ancillary content can make your brand shine.

Social media engagement with influencers in the financial sector is going to be key to help build confidence in your project. Likewise, maintaining an active and engaging presence on the channels and forums dedicated to your sector will help build a core user base

Email marketing

Once you have developed a content strategy that promotes the case for your fintech service, wider engagement is vital. Email marketing can form an effective next step but be wary of sending marketing emails to individuals without first obtaining their consent as this could damage your company’s reputation

Marketing agencies provide a solution, as they have established channels to perform  email marketing and can provide a gateway to reaching an engaged audience.

If you are looking to get your fintech marketing off the ground get in touch with TFA today to find out more about our services.

Our content specialists will work with you to create a target campaign and help you reach influencers across the industry via the 27,000+ member Association of Financial Analysts LinkedIn group and more.


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