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Digital Marketing
Guides

The Comprehensive Guide to Fintech Marketing

Rebuilding your fintech marketing plan? This step-by-step guide will help you stand out from competitors, capture your audience, and build revenue.

—
The 6sense Team
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Home / Solutions / Financial Services / Fintech / The Comprehensive Guide to Fintech Marketing

Chapters

Chapter 1

Introduction

Chapter 2

Understanding Fintech Marketing

Chapter 3

Benefits of Fintech Marketing

Chapter 4

Crafting a Fintech Marketing Strategy

Chapter 5

Fintech Marketing Plan

Chapter 6

Fintech Marketing Channels

Chapter 7

Audience Building in Fintech

Chapter 8

Leveraging Technology and Analytics

Chapter 9

Case Studies and Success Stories

Chapter 10

Conclusion

Table of Contents

Chapter 1

Introduction

Fintech companies face a competitive landscape that demands innovative marketing strategies. Fintech marketing must help companies stand out from traditional industry incumbents. This comprehensive guide

  • Explores unique advantages companies can stress in their fintech marketing
  • Provides a roadmap for crafting a robust marketing strategy, and 
  • Delves into specialized marketing services tailored to fintech companies

We’ll also provide insights into successful marketing campaigns by fintech companies and discuss the regulatory considerations and industry-specific challenges that marketers face.

Chapter 2

Understanding Fintech Marketing

Marketing in the fintech space has unique challenges, including:

  • Regulatory compliance: Fintech companies operate in a highly regulated environment, and marketers must navigate complex compliance requirements.
  • Niche targeting: Fintech marketers must identify and target specific niches to effectively position their solutions and address the unique pain points and needs of businesses within those sectors.
  • Customized solutions: Marketers must showcase customized solutions that address clients’ specific goals and needs. Businesses generally choose fintech services because they are seeking innovation, cost-savings, advanced analytics, specialized financial services, speed, and/or convenience. Identify your advantages, and put them on full display.

Chapter 3

Benefits of Insurance Marketing

  • Attracting users and gaining market share: Showcase the unique value you can offer your target customers to engage your audience and capture a larger piece of the market.
  • Building trust and credibility with a tech-savvy audience: Your marketing efforts can establish and reinforce trust by emphasizing your commitment to security, compliance, and transparency. Case studies and client testimonials demonstrate how your solutions have transformed the financial landscape for users.
  • Enhancing brand recognition and user loyalty: Effective marketing ensures that your brand is at the forefront of users’ minds when they consider financial solutions.
  • Highlighting innovation and differentiation in a competitive market: Whether it’s a revolutionary app or a new approach to payment processing, marketing enables you to spotlight what sets you apart and solidify your role as an industry innovator.

Chapter 4

Crafting a Fintech Marketing Strategy

Follow these steps to develop a robust fintech marketing strategy:

1. Identify target markets. Determine the specific market segments and industries you want to reach. Whether it’s banking, payments, insurance, or investment, understanding the unique needs and challenges of customers in each market.

2. Understand your positioning and competitive advantage. Craft a distinct market positioning strategy that sets your fintech company apart from competitors. Highlight how your solution solves specific pain points and offers a competitive advantage. Typical differentiators to consider:

A. Innovations that can lead to customer benefits like faster processing, stronger security, or better user experiences
B. Agility to respond to changing markets and rapidly-evolving customer needs
C. Price transparency, especially compared to the Byzantine pricing and fee structures that can exist at incumbent institutions.
D. Always-available digital portals that make solutions convenient for customers

3. Develop a value proposition. Create a clear and compelling value proposition that highlights the benefits and use cases your fintech solution provides. Articulate how your technology addresses industry challenges, improves efficiency, reduces costs, or enhances the customer experience.

4. Narrow target personas. Define detailed personas for your ideal clients within your target markets. Consider factors such as industry, company size, decision-making roles, and financial objectives. This will help you tailor your tactics and messaging to resonate with your target audience and maximize engagement.

Chapter 5

Fintech Marketing Plan

Your fintech marketing plan entails how you will execute your marketing strategy.

Step 1: Market Research

Conduct in-depth research to gain a comprehensive understanding of your target market within the fintech industry.
  • Industry analysis: Understand the current state of the fintech industry, growth trends, and the latest regulations that impact your solutions.
  • Competitive landscape: Study local and national competitors, identifying their services and marketing strategies. Determine what sets you apart and how you can position yourself as a leader.
  • Client pain points: Identify the most common challenges faced by businesses and institutions seeking your solutions.
  • Market segmentation: Segment your target clients into distinct categories, such as industries or company size, to create more personalized campaigns and messages.
  • Market analysis: Use company databases to study the potential total addressable market for your solutions.
  • Trend analysis: Keep an eye on industry trends, such as the rise of blockchain technology or the increasing demand for digital payments, that may influence your services and strategies.

Step 2: Target Audience Analysis

Dive deeper into the characteristics, preferences, and behavior of the client personas developed in your marketing strategy. Consider psychographics and the keywords and topics your audience researches while investigating fintech services.

Step 3: Setting Marketing Objectives

Define clear, measurable objectives aligned with your marketing strategy and overall business goals. These could include:
  • Increasing client acquisition
  • Improving brand awareness
  • Expanding into new markets

Step 4: Choosing Your Marketing Mix

The fintech marketing mix consists of four key elements:
  • Product: Clearly define your solution and the unique value they offer to clients, highlighting how the technology addresses specific pain points and provides innovative solutions.
  • Price: Determine the pricing strategy that aligns with your target market and positions your solutions competitively.
  • Place: Identify the most effective channels and platforms to reach your target audience and distribute your marketing messages. Consider digital platforms, industry events, partnerships, and targeted advertising.
  • Promotion: Develop a comprehensive strategy that encompasses advertising, content marketing, social media, thought leadership, events, and other tactics to raise awareness and generate leads.

Step 5: Budget Allocation

Allocate your marketing budget according to your plan. Clearly define how much you’ll invest in each channel, campaign, or initiative. Ensure your budget aligns with marketing objectives and expected return on investment.

Step 6: Performance Measurement

Establish KPIs to measure success. These can include:
  • Website traffic
  • Engagement
  • Lead generation
  • Conversion rates
  • Client acquisition rates
  • Client retention rates
Regularly review performance using tools to identify areas for improvement.

Chapter 6

Fintech Marketing Channels

As a fintech marketer, establishing a strong online presence is crucial for increasing visibility and attracting your target accounts. Here are some strategies to consider:

SEO and SEM

Foundational to digital marketing, search engine optimization (SEO) and search engine marketing (SEM) play a vital role in driving targeted traffic to your website. Optimize your website and online content with relevant keywords, authoritative information, and a user-friendly experience to improve your search engine rankings. Additionally, create paid advertising campaigns to appear prominently in search results and capture the attention of your desired audience.

Content Marketing

Seventy percent of the buying journey happens anonymously — before any conversations with sales reps. Buyers make key decisions during this anonymous research phase, so it’s essential to provide thought leadership material to engage potential clients. Create blog posts, published articles, and webinars that address the financial concerns and challenges your target audience faces. By positioning yourself as a trusted resource, you establish credibility and attract prospects. Distribute this content through various online channels, such as social media, email newsletters, and industry publications, to maximize its reach and impact.

Email Marketing

Keep clients and prospects informed about market trends, financial insights, and updates on your services through email campaigns. Use automation to send personalized messages and track engagement. 6sense’s Conversational Email enables automated campaigns at scale. Consistently providing valuable information and staying in touch with your contacts will keep you top of mind and foster long-term relationships.

Social Media Marketing

Use platforms like LinkedIn to engage with a broader audience, share your expertise, and build brand recognition. Join relevant groups and actively participate in discussions to maintain a professional presence and connect with potential clients.

Chapter 7

Audience Building in Fintech

Tailor your marketing messages and communications to resonate with your tech-savvy audience. Understand their preferences, pain points, and the language they use. Personalize your content, offers, and user experiences to create meaningful connections.

Utilize data analytics and AI to gain insights into user behavior, preferences, and engagement patterns. Segment your audience based on these insights and deliver targeted marketing campaigns that are more likely to resonate with each group. 

The content should address your audience’s challenges and provide actionable insights.

Chapter 8

Leveraging Technology and Analytics

Marketing technology (MarTech) and data analytics play a vital role in fintech marketing. Here’s how you can leverage them:

  • Use a MarTech stack for streamlined marketing: Streamline your marketing efforts by using customer relationship management (CRM) systems, marketing automation platforms, and social media management tools. A Customer Data Platform (CDP) can serve as a hub for customer insights gathered by various martech tools. By integrating with other tools, a CDP can provide a comprehensive view of the customer journey and also help you better coordinate marketing campaigns and sales outreach.
  • Data-driven decision-making: Use data analytics to make informed decisions about your marketing campaigns. Track KPIs, analyze user behavior, and conduct A/B testing to optimize your strategies.
  • Enhancing the user journey and marketing ROI: Leverage technology and analytics to improve the user journey and maximize marketing ROI. Personalize user experiences, provide real-time support, and track user engagement to identify areas for improvement

Chapter 9

Case Studies and Success Stories: SEI

SEI, a global technology and investment solution for the financial services industry, embarked on a transformative journey two years ago. They were looking for better data consistency and alignment in customer engagement across its 4,000 employees worldwide. The challenge was to find and reach the right customers effectively. SEI’s traditional marketing approach was fragmented, and resulted in every prospect being treated the same due to a lack of personalized engagement opportunities.

Enter 6sense. SEI created a centralized solution to unify marketing and sales initiatives, integrating 6sense, Salesforce, and Tableau. With real-time, actionable data, SEI gained insights into:

  • Online activity of accounts in SEI’s pipeline
  • Keywords those accounts are searching, and
  • Signals from high-value accounts that weren’t in the pipeline

The result? SEI increased sales by 262% among new registered investment advisor (RIA) firms during the initial pilot, with assets under management soaring by 528% over six months. 6sense enables SEI to target the best revenue opportunities, automate personalized digital experiences, and leverage AI-powered recommendations for optimal engagement.

Chapter 10

Conclusion

The valuable insights and tools provided in this guide will help you create an effective marketing plan for your firm. Using these strategies, you can navigate the dynamic landscape and drive business growth while retaining clients. Adapt your efforts to meet the ever-changing needs of your target audience.

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The 6sense Team
6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.