Inbound marketing is more crucial than ever as the finance industry modernizes. A customer-centric strategy for lead generation and organic growth, inbound marketing has been proven effective for numerous firms across various industries. You can better reach your target audience online by putting your customers at the center of your marketing efforts. According to fintech marketing agency experts, this is essential for businesses in a crowded and quickly changing digital scene.
This article examines the fundamental distinctions between inbound marketing for the financial sector and how FinTech companies may naturally use inbound marketing to generate high-quality leads.
The nurturing process is a long game in the financial industry
According to fintech marketing experts, compared to other industries, B2B buyers need to take a more deliberate approach when choosing any growth marketing agency because of the nature of FinTech and SaaS firms. There are more obstacles to buying, more parties are involved in the decision-making process, and extensive research, risk assessment, and strategic planning are all necessary.
As a result, the nurturing process is longer for marketers pitching FinTech goods and contemporary financial services and requires developing deeper relationships and communication with prospects. The primary advantages, success stories, and efficiency of their goods and services must be outlined in a succession of excellent inbound marketing materials for the contemplation and decision stages.
Here are a few illustrations of material for the consideration and decision stages for fintech marketers:
- Case studies and testimonials: Establishes credibility and shows accomplishments.
- Product-based webinars: Give potential customers knowledge, suggestions, and a chance to observe financial solutions in action
- Free trials and demos: Free trials and demos demonstrate financial products and services and let potential customers examine features and functioning.
- FAQs: Assist concerns and lower barriers to purchase.
- Cost and ROI calculators: Cost and ROI calculators are practical tools that help organizations determine whether a project is viable and cost-effective.
- Live Q&As: These provide potential customers with access to industry experts and the chance to ask questions that will aid in their decision-making.
A greater understanding of goods and services is required
When comprehending the finer points of the offering, the major benefits and differentiators, and the technical spec involved, modern financial services and FinTech products can be a minefield for B2B purchasers. According to fintech marketing agency experts, the potential customer will need to do some research and comparison shopping if they don’t already understand the goods and services you’re offering.
Advanced technology burdens many FSI organizations, making digital transformation and replacing antiquated technology and procedures with cutting-edge FinTech solutions a significant problem.
Because you can provide pertinent content that corresponds to the level of information your personas hold and the stage at which they are within the buyer’s journey, inbound marketing campaigns that are focused and customized to your key personas can truly help to address this issue.
Leadership content is needed to get your audience excited
The finance sector may not like to accept it, but it can be said that it’s challenging to get people excited about it. Due to the supposedly “boring” nature of the sector, marketers have difficulty attracting their target audience’s attention to their goods and services.
As per the growth marketing agency, financial security or cloud-based banking solutions can be seen as a requirement for businesses rather than a desire because they don’t resonate and excite consumers the same way that retail brands and B2C products do. Because insightful thought leadership content can help educate and excite your audience, inbound marketing and content marketing are vital strategies for financial services companies.
FinTech and SaaS firms can use inbound marketing to increase engagement because inbound tactics concentrate on attracting leads with content that meets customer needs. However, to make complex and more difficult-to-understand issues more engaging, employ appropriate and understandable language for your audience.
It’s crucial to demystify FinTech and make the technical language simple
It may be challenging to understand the technical jargon used in the fintech sector, which makes it challenging for companies operating in this sector to engage customers on their websites or social media accounts. To effectively attract businesses to your products and services and convey your message, it’s essential to demystify FinTech and financial issues as per the growth marketing agency experts.
Since generating videos may be a terrific method to explain and illustrate how your FinTech products and services work and how your services can benefit businesses and address their difficulties, video content is a crucial component of inbound marketing in the financial sector.
Your website and social media postings can benefit greatly from the influence that intriguing video material, such as explainer videos and testimonials, can have on increasing interaction. Just a handful of the numerous ways that video marketing can be used to demystify FinTech and make your financial service providing more simple ways are as follows:
- Product tutorials and explication videos
- User-generated content and video testimonies (UGC)
- Adding vlogs and video clips to blogs
- Real-time video feeds and Q&A sessions
- Social Media Stories (such as Facebook and Instagram Stories)
- Business updates and announcements
Other content types, like webinars, demos, and SlideShare, can be extremely helpful in demystifying FinTech and clearly articulating the advantages of financial services and products.
Align your marketing and sales teams
In this blog, the financial marketing agency experts have been extolling the virtues of inbound marketing for the financial sector. Targeting important decision-makers is an important strategy for converting clients because the buyer’s journey for financial services is lengthier than in other industries. Regarding accomplishing that, account-based marketing (ABM) is highly effective. Still, account-based marketing is also a crucial strategy for FinTech firms.
Account-based marketing involves developing hyper-targeted campaigns for decision-makers and essential stakeholders from within a specific organization or account. Taking the key techniques of inbound marketing, such as persona building, Smarketing (Sales and Marketing alignment), and lead nurturing. It sparked conversations with your sales team to close a deal and persuaded the appropriate individuals to approve a project using the appropriate content.
Voxturr’s approach to FinTech
- Framework for growth marketing
- Pay particular attention to early traction and start-up growth leads
- Data Science
- Competitor and market analysis
- Innovative Technology
- Rapid Full Funnel Experimentation
- Producing ROI with a Vision
- Performance Advertising
Summary
According to growth marketing agency experts, your business must stand out from the competition and attract the ideal customers to your website amid all the noise. Additionally, the nurturing process is essential because of the nature of FinTech and high-value financial services and technological products. ABM and marketing automation workflows assist in advancing prospects through the buyer’s journey from MQLs to SQLs so that your sales team can close more deals.
