Como criar e entregar conteúdo e campanhas de marketing de FinTech envolventes e relevantes?

Understanding your audience is key in crafting compelling FinTech content and campaigns. Start by identifying their demographics, such as age, income, and location, as well as their financial needs and pain points. For instance, if you're targeting young professionals, focus on topics like budgeting apps or investment strategies tailored to early career growth. By knowing your audience inside out, you can tailor your content to resonate with their specific interests and challenges, ensuring maximum engagement and relevance.

Show them you know them - people relate to marketing messages if you speak to their situation or their pain point. Listen and learn to uncover these messages and you will benefit from connecting with customers easier than in the past.

Audience Understanding: Know your audience's needs and preferences. Educational Content: Offer valuable insights and industry updates. Storytelling: Humanize your brand with customer stories. Interactive Content: Use quizzes, calculators, and infographics. Omni-channel Approach: Utilize various platforms like social media, email, and webinars. Personalization: Tailor content based on user data and behavior. Visual Appeal: Use compelling graphics and videos. Engagement Strategies: Encourage interaction through polls, contests, and user-generated content. Value Proposition: Clearly communicate how your solutions benefit users. Continuous Optimization: Monitor performance and adjust strategies accordingly.

In my experience, the audience in fintech is very different from the audience in a typical financial services company. Fintech, itself being a new field has a younger audience with a lower attention span, present more on new age platforms. Legacy companies on the other hand, have stakeholders (read: your audience) that are more mature. The tone of your content, delivery channel and the content itself, has to be very different for both.

For B2B fintech with a focus on SMEs it's crucial to know the Customer well, as this defines how we address the audience, and which topics we choose for the communication.

To define your value proposition, make sure you are not going too broadly - and keep the focus on the main pain points of your audience. How can you help them?

The B2B marketing world is very complex and fairly vertical, which means that there are a lot of niches you have to exploit and discover. When building B2B campaigns it's critical to have a very good and intriguing story line. Your campaign needs to challenge the status quo and be provocative. The key to success is storytelling + hard facts, they do not need to be about the product itself, but about the problem you are solving

After you've identified your ICPs, spend time in sales calls, understand what challenges your customers are looking to solve, what questions they ask, and what drives the decision-making process. Map each segment to a challenge and solution you're able to solve. A recent report by CCgroup also says Fintech buyers are looking for: 1. Values and ethics 2. Governance and oversight 3. Supplier reputation/profile 4. Simple and easy to integrate 5. Simple and easy to buy from 6. Evidence of delivery for similar businesses 7. Ability to meet RFP criteria 8. Unique insights on the challenge 9. Value for money 10. Cost-effective 11. Flexible in adjusting to needs 12. Understanding of their business and market 13. Cutting-edge technology

The Customer Value Proposition should contain the following elements: - The problem you solve (what is the pain point?) - How you solve it (with what products/services) - Who you help (be as specific as possible, your audience will feel more engaged if they feel you’re talking directly to them) - The value that’s created (what’s in it for me - cost savings or higher revenue are winners here) Getting this right is one of the foundations for well performing marketing campaigns.

Start with your why, how, what to inform your content plan, formats, channels, CTAs, etc across each stages of the customer journey 1. Why: your purpose and the positive impact your fintech will make on people & planet. [Top tip] Many fintechs sound, look and feel the same. Develop a unique, creative, genuine, meaningful brand signature to thread through all content will help you stand out from the crowd AND be true to your purpose. 2) How: Be clear about change that your fintech is making happen or enabling to do differently and better than the current state (use action words like reducing, building, designing, enabling, etc) 3) What: Clear description of the product/service portfolio and which product category your seeding or disrupting

When you choose your channels,, you must know where your target audience spends their time online. Are they on social media platforms or forums, or do they primarily use emails? Understanding their preferences will help you choose the channels most likely to reach them effectively. Also, employ a mix of digital channels such as social media, email marketing, SEO, SEM, and content marketing. Additionally, consider offline channels like events or print media if relevant to your audience.

(a) For B2B-focused FinTech services, platforms like LinkedIn are invaluable for reaching and engaging with industry professionals, decision-makers, and influencers. Tailoring content to address industry trends, challenges, and insights has proven effective in sparking meaningful conversations and establishing thought leadership, which in turn, drives brand credibility and business opportunities within the professional community (b) Given the complex nature of FinTech topics, podcasts and webinars offer an excellent platform for deep dives into subjects that require more extensive explanation and discussion. By hosting and participating in these forums, I've been able to directly engage with a highly interested audience.

Existem inúmeros canais que podem ser utilizados para levar as campanhas de marketing até o público final. Estes podem ser canais físicos ou tradicionais, tais como outdoors, anúncios em TV/rádio/jornal, panfletagens, como também canais digitais, por meio de sites, blogs, redes sociais, email marketing, YouTube e Podcasts. Logo, para otimizar as campanhas, é importante conhecer o seu público e com isso, encontrar os canais mais efetivos. Tenha métricas para avaliar cada canal e faça testes A/B nas novas estratégias, para conseguir analisá-las na maneira ideal

Choose marketing channels based on your audience's presence, past data, content type, budget, and ongoing testing and optimization. Marketing channels for FinTech content include social media (e.g., LinkedIn, X), content marketing, email marketing, SEM, display ads, influencer marketing, PR, events, etc. Choose channels based on audience preferences and content type. > B2B Channels: LinkedIn, Email Marketing, Content Marketing, Trade Shows, B2B Marketplaces, Telemarketing. > B2C Channels: Social Media, E-commerce Websites, Content Marketing, Paid Advertising, Retail Stores, Email Marketing, Influencer Marketing, Mobile Apps.

In B2B Fintech Marketing, some of the best and most effective channels are: 1️⃣ Social media - mostly LinkedIn 2️⃣ Conferences and events 3️⃣ Analyst reports, neutral online publications (not your company's news) - this may include industry analysts 4️⃣ Trade media / PR 5️⃣ Paid Ads 6️⃣ Targeted Paid ads Be sure to also invest in SEO, making your company discoverable for key search queries. They don't need to be massive in volume, being relevant for niche queries is sometimes more effective and easier to achieve than becoming #1 for "Payments".

Content can have a range of forms - text, graphic, video. Make sure that for each one of your ICPs you have at least 3-4 key items from the list below: Top of Funnel (TOFU) content: • Blog posts • White paper / report • PR • Explainer video • Infographic Middle of Funnel (MOFU): • Product pages • Solution page • Webinars • Buyers guide / best practice guide • Calculator • Checklist • Case study(-ies) Bottom of Funnel (BOFU): • Product specs • Video testimonials • Competitive analysis • Demos • Pricing

The competition is extremely high thus create outstanding content that have some elements that could represent your signature. For instance -a peculiar emoticon; -opening with a joke; -inserting catching images

In today's landscape, every fintech company effectively operates as a content company, delivering substantial value. Trust, a crucial element for any successful venture, is primarily built through aiding people in achieving their goals. Many brands leverage content mediums— reels, ebooks, blogs, reports, infographics, carousel posts, podcasts, and webinars—to empower their target audience. This process of fostering success not only cultivates trust but also commits to the growth of consumers. As a result, these brands reap the rewards through subscriptions and client acquisitions. Content is the most accessible avenue to foster trust among your customers.

A educação financeira tem grande sinergia com o mercado fintech, pois, além das soluções muitas vezes serem inovadoras e incluírem populações desbancarizadas, também trouxe a pulverização de produtos e serviços financeiros, para pessoas físicas e para empresas. Logo, é muito interessante que a fintech tenha estratégias de criação de conteúdos, "evangelizando" seus clientes/usuários como possíveis novos adeptos, criando ainda mais valor para a solução

The process of making decisions about implementing and expanding solutions depends greatly on the business model and the geographical location in which FinTech operates. Different markets and models pose distinct challenges and opportunities. However, regardless of these variables, it's important to encourage a culture of thrift and innovation within your team. By promoting creative thinking, you can help your business stand out in a competitive market, enabling you to create original solutions that appeal to customers while remaining cost-effective. This approach not only optimizes resources but also ensures that your business stays adaptable and competitive in any situation.

(a) Interactive tools like calculators, quizzes, and personalised reports can drive deeper engagement by offering tailored insights to users. In an initiative to promote a savings app, we introduced an interactive savings goal calculator that provided users with customised saving plans based on their inputs. This personalised approach not only engaged users but also demonstrated the app's utility, fostering a more interactive and meaningful connection with the platform (b) Establishing your brand as a thought leader in the FinTech space can attract and retain a dedicated audience.

Deliver your content through the selected channels, ensuring it reaches your target audience effectively. Optimize the timing and format for each platform, and use targeted ads or email marketing to boost reach. Engage with your audience through comments and social media to drive interaction and feedback.

To deliver content effectively, this is my advice in 5 points: > Maintain a consistent posting schedule. > Personalize content to your audience. > Encourage engagement and sharing. > Share content across multiple platforms. > Analyze performance data for ongoing improvement.

Distribute your content through chosen channels and ensure it reaches the right audience. I optimized ad placements and scheduling at Remit Choice to align with user activity patterns, improving engagement and conversion rates.

To measure your content marketing results: > Define clear KPIs and goals. > Use analytics tools to track website traffic, engagement, and conversions. > Monitor engagement metrics such as click-through rates and social interactions. > Conduct A/B testing to optimize content performance. > Calculate ROI by comparing costs to revenue generated.

Track and analyze the performance of your campaigns using relevant metrics. At Remit Choice, I monitored key indicators like CAC, app registrations, and engagement metrics to evaluate success and refine our strategies.

C’est vrai que mesurer les résultats est essentiel. Mais il ne faut pas juste s’arrêter aux chiffres. Il est important aussi d’identifier les signaux faibles comme l’évolution des comportements d’achat. Par exemple chez Avnear on a remarqué que les leads venant de campagnes éducatives sur le PER avaient un taux de conversion plus élevé sur le long terme. Il est aussi crucial de tester régulièrement des variations de contenu pour voir ce qui résonne le mieux avec votre audience.

To measure the results of our FinTech content and marketing campaigns, we employ various metrics tailored to our objectives. These may include website traffic, engagement rates (likes, shares, comments), conversion rates, lead generation, customer acquisition costs, and customer retention rates. Additionally, we track qualitative feedback and sentiment to gauge overall impact and effectiveness, allowing us to refine strategies and optimize performance over time.

I see the power of storytelling in creating engaging content and marketing campaigns. By focusing on real-life success stories and relatable challenges, we connect with our audience on a personal level. Using social media and interactive formats like videos and webinars allows us to present complex financial concepts in a fun and accessible way. No matter who our TA is — whether it’s millennials, small business owners, or the underserved—we can make sure that our content resonates. Collaborate with influencers and industry experts — it can add credibility and expand your reach. Ultimately, it's all about creating authentic connections while delivering valuable insights.

The biggest challenge with FinTech marketing is finding a way to stand out from the crowd. At the end of the day, most FinTech companies are remarkably similar (especially in the over saturated UK market). So standing out requires not only define benefit-led USPs, but also leveraging unique opinions and a clever tone of voice.

(a) Embracing technological innovations can provide a competitive edge in content delivery. For example, we integrated chatbots into our website & social media platforms to provide real-time, interactive content recommendations based on user queries & interactions. This tech-driven approach personalised the user experience, making content discovery more engaging & relevant (b) Consistency across channels ensures a seamless customer experience. By adopting an omni-channel strategy, we ensured that our messaging was coherent, whether it was delivered via email, social media, our website, or in-app notifications. This consistency reinforced our brand identity & values, making our content more recognisable & trusted across different platforms.

Don't forget about your pre-launch Marketing strategy to grow your potential client base. This can be done way before you launch your services. Check out examples like Robinhood (building a huge waiting list in a smart way) and Mint (building a very successful blog on finance).

You can establish authority in fintech by knowing regulations and talking about them. If you have the right tone and you understand boring regulations well, your audience will perceive you/your company as a thought leader in the space. Knowing how to navigate your way through regulations can give you an edge when it comes to fintech content.