The financial world has traditionally been pretty dry on the marketing front. Money and banks aren’t funny business, and finance companies have abided by this rule – until now.
More recently, the advancement of technology and a turn towards higher levels of customer centricity has seen fintech brands shaking up their marketing strategies in an attempt to engage their customers like never before.
We can see this in action in the flurry of financial companies – particularly disruptive bank apps – that have shot to success through offering their customers a more on-demand experience than their traditional counterparts.
In the fintech world, you have to move fast.
Technology is evolving quicker than we can keep up with and, to stay on top, you have to think fast and stand out.
One of the best ways contemporary fintech brands have done this is by creating campaigns and strategies that serve to engage their audience.
Here’s how you can do that with some inspiring examples thrown in for good measure.
1. Create Content That Tackles Specific Pain Points
Content marketing is an incredibly powerful strategy, but many traditional banks have pushed it to the wayside because they believe they can’t create content that’s “exciting” enough to compete with other industries.
The truth is, content is so important in the fintech world.
Think about it: this is an industry that a lot of consumers don’t fully understand and have a lot of questions about – a combination that basically requires content.
Take WealthSimple, for example.
In an attempt to build their credibility and boost brand awareness, the online investment management company turned to content to engage their users.
They knew that most people thought investments were boring and complicated, so they wanted to address this. Maybe if more people understood the concept and had their pain eased, they might be more inclined to try it themselves.
To do this, WealthSimple ran a mission to make investments relatable and fun.
How did they do this?
They used insightful content that answered real questions consumers had about investing in a human and humorous way. The end result was a handful of pieces like “A Totally Not Boring Guide to Life Insurance” and “Nine Rules for Not Being Dumb When the Market Goes Down”.
Steal WealthSimple’s Idea:
- Find out the pain points and questions your audience have through surveys, market research, and listening to them on social media
- Create content that addresses these points specifically
- Make your content fun, light, and easy-to-read (remember, a lot of financial content can be heavy and full of jargon, which you want to avoid)
2. Get Customers to Take Action
Creating and sharing content is one thing, but if you want customers to actively engage with the stuff you’re putting out there, you have to give them a push in the right direction.
This is particularly true in an industry where most consumers are used to having information pushed on them – that is, they’ve pretty much been passive receptacles to fintech marketing in the past.
SoFi, a loan and refinancing company, wanted to tackle this head on.
They created a resource website that works like an educational hub for people who want to know more about mortgages, student loans, and everything in between. The resource center is packed full of actionable how-to guides and custom calculators that require people to get engaged if they want to use them.
These tools and resources not only educate the user, they also position SoFi as an industry leader.
Steal SoFi’s Idea:
- Put all the content you create together in a central hub that can be easily accessed
- Think about useful tools that your customers might benefit from (e.g. calculators, checklists, quizzes, etc)
3. Treat Customers Like Humans
This seems like common sense, but for a long time, traditional finance companies have been speaking to their customers like robots rather than people.
Disruptive bank Monzo decided they wanted to change this by communicating with their customers more openly than ever before. Basically, they strived to treat them like humans rather than walking bank accounts.
During their biggest crowdfunding campaign, Monzo consistently focused on customer needs and placed a heavy emphasis on educating users on the benefits of investing to make the prospect more appealing for customers new to investing.
Throughout the campaign, Monzo openly admitted to any mistakes they made and continued to open up discussions around investing with their users.
As a result, their customer loyalty grew stronger as the general public liked that they admitted to their mistakes and used them to improve customer service.
This “radical transparency”, as Monzo calls it, has spread throughout their other campaigns too. They’ve also shared internal emails with their customers and published their annual earnings report to show that they aren’t holding anything back.
Steal Monzo’s Idea:
- Create a relationship with your customers by treating them like humans, opening up conversations, and admitting to your mistakes
- Humans like to engage with other humans, so the more approachable you make yourself, the more likely people are to engage with you and your brand
- Make transparency key throughout all your campaigns and keep customers in the loop at all times
The Future of FinTech is Changing
The relatively new fintech industry has finally found its stride thanks to new disruptive brands that are willing to disturb the status quo.
We’re now looking to a future where finance brands are invested in becoming consumer-centric and actively try to engage their users through educational content, interactive tools, and open conversations.