At present, the market for financial technology solutions is enjoying steady growth during the past few years. In 2016 for instance, Business Insider pointed out that the industry grew considerably as a result of new trends and innovations. For the second quarter alone, the market for Fintech has reached $9 billion in funding, with at least 374 closed deals.
For sure, there are something Fintech companies are doing right to secure such positive figures. The main driver is the fact that these companies are taking heed of market demands for more efficient financial solutions and services such as mobile banking and electronic payment systems. Financial streamlining through digital means has become essential for companies across various industries, and this alone should push Fintech businesses to become more aggressive, especially when it comes to B2B marketing.
Considering that the Fintech industry has a lot of competition to handle, it would be wise that financial solutions providers create and apply the proper methods for generating qualified Fintech leads and eventually acquire a bigger share of the Fintech market.
What exactly are these methods?
Go beyond your keyword lists.
For David Bowler of the Incisive Group, it pays to know which keywords to include in one’s content. SEO, after all, comprises a great deal of digital marketing so businesses need to be wiser in terms of the words that they should use in order to engage the right people. For Bowler, the best way to approach SEO for Fintech leads is to broaden the reach of one’s content through an extensive list of keywords prospects may use. From there, a Fintech company can better develop content that has higher visibility.
Divide and conquer.
Audience segmentation is also an important strategy to pursue, at least according to an article published in Vanilla Forums. If anything, generating Fintech leads involves a great deal of focusing on certain groups of people. It is in this respect that you have to divide your audience into certain segments based on specific demographics such as location and budget. This will help you to identify the right content and produce them for the right people. After segmenting your audience, you can now proceed to craft personalized messages that take into account their actual needs and their goals. Read The Ultimate Marketing Plan to Boost Singapore IT and Tech Leads
Let marketing and sales work together.
Arguably, nothing else provides greater leverage in lead generation than a collaboration between marketing and sales. The same Vanilla Forum article points out that marketing needs inputs from sales to figure out what type of content is more effective in keeping leads committed throughout the sales cycle. Marketing, on the other hand, can help sales by increasing a prospect’s knowledge about the product or service, making it easier for sales reps to move in for the “kill.”
It might seem like a long shot, but promoting Fintech products through social channels does work in its own little way. For one, a lot of business execs from COO’s to supervisors maintain social media accounts for a variety of purposes, chief among these is to grow their networks.
With that in mind, you should be able to keep a strong social media presence that provides your brand an ample amount of exposure from B2B clients, wherever they usually hang out online. As an added advice, focus more on building your Fintech brand on LinkedIn and Twitter. Use these platforms as avenues where you can share industry insights. This leads us the next strategy.
Join industry events this year and the next.
Aside from leading a purely content-driven campaign, you also need to bolster your brand’s identity simply through participating in important industry events. For the Fintech crowd, there are tons of activities where they can sign up for. This year, a lot of fintech enterprises are looking forward to joining such events as Leveraged Lending in the Evolving Regulatory Environment Conference in London from December 7 to 8. You might also want to consider joining the Paris Fintech Forum from January 30 to 31, 2018. These events will surely give your brand a big boost as well as cultivate knowledge on important trends in the fintech industry. Consequently, by joining such events, you will get to strengthen your appeal towards your target audience.
Streamline your marketing teams.
As a business owner, you know too well the importance of allocating certain tasks to certain groups of people. Your marketing campaign, in particular, will often deal with multiple job orders which interfere with their work on core tasks. Don’t let your specialists wallow in tasks that are too trivial for their skills. This would only weaken your lead generation. Instead, you will need to put your best talents forward and concentrating your manpower on the most important aspects of your marketing campaign. Specialists in email marketing should remain there, and the same goes for other specialist members on your team.
Provide thought leadership.
Entrepreneurs, from simple tech startups to large corporations, are aware of the vast amounts of knowledge that persists everywhere. And this includes the Fintech industry. It is safe to assume that business leaders already know a lot and that they will always thirst for bits of information they haven’t acquired yet. They respond well to content that adds something new, so it is best that you create content that is anchored on providing exclusive knowledge on current industry trends and situations. You might want to use your blog in this case. Still, the most effective way to go about it is to hold corporate events such as trade shows and webinars where you can engage with prospects, answer their queries directly, and win them over.
Did we miss anything? What other strategies should FinTech companies do? Tell us in the comments below.