9 Ways to Boost FinTech Demand Using Content Marketing

PRANITA SANAS | March 1, 2022 | 207 views

FinTech content marketing
Demand generation or 'demand gen' is defined as the practice of creating demand for a product or service through marketing. It plays a vital role in promoting a product or service. It is a process to build brand awareness, increase traffic, increase deman0d and secure new leads. Demand gen is all about creating predictable pipelines for the sales team and creating high-quality leads that engage your brand and turn into revenue.

A successful demand generation strategy is not just about generating the sheer volume of leads, but also generating qualified convertible leads. Demand generation can be done by filling out forms, signing up for a subscription, downloading a piece of content, participating in a webinar, etc. However, not every lead will be sales-ready. These leads can be nurtured further by the sales team.
 

Read on to list down various strategies to boost demand generation for FinTech using content marketing.

Content Marketing Challenges for Fintech Brands


The FinTech market is one of the fastest-growing markets in the world. FinTech marketing is the top priority for FinTech brands to promote their products, services, and growth strategy. Unfortunately, the FinTech market is miles behind when it comes to creating viral content. Besides the challenge of not being able to create personalized content, the FinTech market is facing other challenges such as:


Legal Compliance & Regulation


Every piece of copy or creative material needs to conform to the region's law. It restricts creativity and delays the execution of the content marketing strategy.


Complexity and Technicality of the Subject


FinTech is a complex and technical market; hence it can be difficult for an average person to understand. Simplifying a complicated topic can be challenging. And even more challenging to be creative and compliant with the industry standards.


Slow Response Time


Unlike other markets, reachability or content promotion of such a niche or complex market may take time.


Role of Content in FinTech


Content marketing can help FinTech brands overcome the challenges mentioned above. Brand awareness, educating the target audience, and acquiring new clientele is the primary aim of content marketing. Rolling-out relatable content and case studies can help FinTech brands to increase trust and gain new clientele. It can also help improve your credibility in the market as compared to your competitors. Sharing essential market updates, articles, and blogs can help FinTech brands demonstrate their market expertise.

How to Generate Leads For Fintech Brands through Content Marketing


Content marketing works as the fuel that powers your lead generation strategies, and the FinTech brands are aware of it. Both start-ups and well-established FinTech companies rely on lead generation as a part of their growth strategy. According to a research study, 80% of decision-makers gather company or market insights online—whicheases their purchase decisions. Below mentioned are the nine ways FinTech companies can generate leads through content marketing.


Research – Target Audience & Keywords


Your target audience description may include buying behavior, motivations, pain-points, values, budget, hobbies, and demographics. By thinking about who your audience is, you can equip yourself to reach them, engage them, and support them with the most relevant content online. FinTech is a niche market, so you create content that applies only to a small audience group.

Now that you know who your target audience is, we can move to the next step, i.e., keyword research. Keyword research can help you find your target audience, searching for similar content. Using the right keywords can get your product or service the visibility it deserves and reach potential customers. For this, you need to list down the keywords that your audience may use and create your content around those keywords.


Humanize Your Brand on Social Media


"At the end of the day, customer-centric fin-tech solutions are going to win." – Giles Sutherland.

Social media today is more than a B2C marketing tool. Social media marketing provides an opportunity for brands to increase awareness among their target audience. Connecting with your target audience on social media helps you build trust and exposure to your brand as a whole.

Humans are the center of every technological advancement. Talking about humanizing your brand may involve chatbots, advanced ML, and automation. These technologies pave the way for a more transparent and customer-centric experience. Connecting with your end-user in a language they understand gives FinTech brands a competitive edge with social media.
Effective ways to humanize your brand are:
  • Engage and interact
  • Share videos
  • Create blogs and posts regularly
  • Leverage data
  • Connect with social media influencers

Millennials prefer brands that connect emotionally and focus on creating more relatable content. Use simple language, avoid using technical jargon, create content that shows care and concern towards the end-user, publish case studies, host podcasts, and create marketing videos.


Generate Content for Various Campaigns


There are different ways for you to use content for lead generation. You need to realize that there is no one-size-fits-for-all solution for campaign content. Depending upon the market and your business's nature, one method may be more effective than the other. Once you have figured out what people want, you need to generate content that gives them what they want. Now that you have the list of keywords, start creating gated content such as articles, infographics, videos, podcasts, e-books, white papers, reports, checklists, cheat sheets, free email guides, webinars, product demos & trials, and sales materials.

Writing high-quality content is the foundation of an effective lead generation campaign. To create quality content, you need a sound content strategy and a specific buyer persona in mind. Apart from creating a solid piece of content, graphs, images, quotes, and infographics lead to a more effective campaign. According to a study, 67% of customers consider clear and detailed graphics ahead of product descriptions and ratings. The best kind of content allows readers to connect with the information added. Also, the writer should present critical information early to ensure readers get to the point before they opt-out.

Investing in high-quality content will pay-off in the form of successful campaigns and more leads. Here are some of the best content ideas for lead generation.

  • Giveaway a checklist of tools or lists of resources
  • eBooks & Free Reports
  • Webinars
  • Discounts & Coupons
  • Free Trial
  • Quizzes
  • Mini-Courses
  • Free Challenges

Syndication of Content


B2B content syndication is when digital content such as whitepapers, blogs, and videos are re-published to a third-party website. Content syndication works excellently for lead generation for a B2B company. It will give your business and content extra exposure to increase brand visibility with minimal effort that you wouldn't typically get while just hosting it on your website. Distribution of content promotion to generate new leads from prospective customers will always remain the top priority for B2B marketers. Having unique web-page content with none to little traffic on websites is wasting your idea as no one will ever read it. To this, content syndication is the answer.

A landing page provides more context for the product/service featured in your ad or social media post. As the user lands on the landing page, they need to see what they get when they sign up. A landing page should exclusively focus on one specific offer by using eye-catching imagery, action-oriented copy and a clear next step.

Do's Don't
Minimal copy with bullet points Add too much text
Security badges Add social media handles / social media share button
Free aspect added to the call-to-action button Use too many jargons
Add a form or call-to-action button Add links
Add multiple/ big call-to-action buttons Offer non clickable phone number
No points of exit Add copyright signs
Add a mobile number or click-to-call  
Add clients, testimonials & awards  
Add a free preview, screenshot images, stats, and video for demonstration.  
Add guest photos  
Add guest photos  
Add a form or call-to-action scrolling with you  


Email Marketing


Email marketing has been used by B2B businesses for a while now. It is one of the powerful tools for marketing and communications. According to a survey, email marketing is the most effective online tactic for lead generation. 91% of businesses prefer email marketing for demand generation. A good lead generation strategy will have lasting benefits, such as allowing you to target your desired customers and boost brand awareness. Lastly, more lead equals more customers and, ultimately, more revenue.


Create a FinTech Forum


The invention of the internet has erased all the geological boundaries for doing business. Local businesses can turn into potential global competitors. Online forums have enabled people to connect online based on their likes, interests, beliefs, or preferences. You can also create an online forum or online community to interact with like-minded people who can turn into customers.


These online forums are of great help for businesses. They allow both your existing and potential customers to interact and discuss; while helping you trouble-shoot flaws or errors.


Virtual Event - Webinars /Podcasts / Live-streaming / Guest Posts


The coronavirus outbreak has changed how the world works and will work for the foreseeable future. Many companies have had to postpone or cancel their events. Lead generation is essential for generating revenue. Hosting online events such as webinars, podcasts, live-streaming, guest posts, etc. can help you build a pipeline for new leads.

Organizing virtual events can offer benefits such as;

  • Increased attendees
  • No need to travel or make expensive hotel bookings
  • Multilingual options can allow for simultaneous translation or subtitles while overcoming the language barrier and opening the event for global audiences.
  • The number of attendees is limitless in an online event
  • Easier to collect feedback and make new connections

Apart from the benefits mentioned above, virtual events have added advantages such as:

  • The target audience is already there
  • Easier to identify specific customer behaviors  
  • You can connect with a broader audience
  • Minimized cost
  • Shorten the sales cycle
  • Easier to collect important information of the attendees
  • Deliver what the audience wants to see or know
  • Harness the power of data
  • Leave it out in the open (let them follow you)

Virtual events, if done right, can be the best way for lead generation.

Utilizing Video Content


51% of marketing agencies worldwide affirmed that video content has the best Return on Investment (ROI). Video content enables people to learn faster from the tone, expression, body language, and other visual clues in the video, apart from the content itself. Video marketing can help draw the right set of the target audience, build trust and brand awareness, hold people's attention, and capture email addresses.

Applying the following video marketing skills can help you use your skills to full potential for lead generation.
  • Gate your video content
  • Strategically insert your CTA
  • Make use of video on landing pages
  • Leverage video testimonial
  • Make use of video case study
  • Leverage your video across multiple social media platforms

Other important things to consider are –
  • Define Your Target Audience and Produce the Right Kind of Videos for Them
  • Decide the Correct Length for your Video
  • Create a Series of Live Videos


Collecting and Using Your Data to Channelize Lead Generation Campaigns


A well-planned and well-executed data-driven lead generation campaign should look like:
Know your audience >> Plan & design your campaign >> Reach out to your target audience >> Fulfil their requirements >> Capture leads >> Qualify leads >> Nurture leads >> Follow-up >> Close

Having a database with accurate and frequently updated info serves as the best source to identify qualified leads and potential customers.

The idea is simple, suppose you can gather data on your ideal customer's characteristics and use analytics to generate insights to carve your buyer's persona. In that case, your database will be filled with leads who are genuinely interested in your organization's products and services.

Final Thoughts


Content marketing is the key to promote FinTech products on various digital platforms. Ensure that the content you publish is readable and well-researched without using much industry jargon. You must master the art of storytelling. It can address the three big stumbling blocks – credibility, trust, and education. Lastly, publish a lot. Ensure that your content is available in all forms and on all the relevant platforms to reach your target audience.


Frequently Asked Questions


What is content marketing, and how does it work for FinTech Market?

Content marketing works by offering readers informative and useful material that provides valuable insights. When done well, it can help FinTech brands raise awareness, aid in consideration between solutions, drive engagement, and drive business growth.


What is trending in the FinTech market?

Artificial Intelligence (AI) and Machine Learning are the trending technologies behind the growth and development of the FinTech market.


How to market a FinTech brand?

Know your target audience & keyword
Humanize your brand on social media
Generate content for various campaigns
Syndication of Content
Email Marketing
Create a FinTech forum
Virtual Event - Webinars /podcasts / live-streaming / Guest Posts
Utilizing video content
Collecting and using your data to channelize lead generation campaigns

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KPMG International | July 26, 2022

According to the Q2’22 edition of Venture Pulse — a quarterly report, published by KPMG Private Enterprise, that analyzes key VC deals and trends globally — fintech, cybersecurity, supply chain management and alternative energy and energy storage opportunities are continuing to attract significant interest from investors. This is despite global VC investment dropping to $120.2 billion across 8,420 deals in Q2’22. The Americas attracted $66.2 billion in VC investment — over half of the total global VC investment — during Q2’22, with the US accounting for $62.3 billion of this amount. Europe’s market showed strong resilience during the quarter, attracting $27.2 billion in investment during Q2’22. Despite the second successive quarter of decline, VC investment in Europe remained high compared to pre Q2’21. Q2’22 was the most subdued in Asia, dropping to an eight-quarter low of $24.5 billion across 2,206 deals. Investor interest in supply chain and logistics continues to grow as industry challenges continue to have an impact. Soaring global energy prices and increased concerns around energy security has driven investors to look at alternative energy and storage options. Investments in electric vehicles, battery technologies and increasingly hydrogen are becoming more attractive. The US attracted the world’s largest VC deals during Q2’22, including a $2 billion raise by Epic Games, a $1.7 billion raise by Space X, and a $1.5 billion raise by Gopuff. With its $1.2 billion raise, Germany-based fintech company Trade Republic accounted for the fourth spot — the only company outside of the US to raise a $1 billion plus round during the quarter. In Asia, the largest deal of the quarter was an $805 million raise by India-based Dailyhunt. “With valuations declining, many tech companies performing poorly on the public markets, and no end in sight to the level of geopolitical uncertainty, notwithstanding other challenges facing the VC market globally, we’re starting to see investors instructing their portfolio companies to preserve cash,” said Jonathan Lavender, Global Head, KPMG Private Enterprise, KPMG International. “With valuations declining, many tech companies performing poorly on the public markets, and no end in sight to the level of geopolitical uncertainty, notwithstanding other challenges facing the VC market globally, we’re starting to see investors instructing their portfolio companies to preserve cash,” said Jonathan Lavender, Global Head, KPMG Private Enterprise, KPMG International. “Heading into Q3’22, this trend is expected to continue as start-ups look to survive in an increasingly challenging environment where profitability will be of critical importance.” Key Highlights – Q2’22 Global VC investment dropped considerably, from $165.3 billion across 11,468 deals in Q1’22 to $120.2 billion across 8,420 deals in Q2’22. VC investment in the Americas dropped from $89.3 billion across 5,034 deals in Q1’22 to $66.2 billion across 3,778 deals in Q2’22. The US accounted for $62.3 billion of Q2’22 investment in the Americas, down from $81.9 billion in Q1’22. VC investment in Asia sunk to an eight-quarter low of $24.5 billion across 2,206 deals in Q2’22. Despite a drop to $27.2 billion in Q2’22, VC investment in Europe remained quite strong compared to historical trends. Global fundraising remained very strong, with $158.6 billion raised by the end of Q2’22 — well on track to exceed the $$252.2 billion record high set in calendar 2021. After plummeting from $355 billion in Q4’21 to $70 billion in Q1’22, exit value dropped even further to just $50.8 billion in Q2’22. Global CVC-affiliated investment dropped from $76.6 billion in Q1’22 to $49.7 billion in Q2’22. Global fundraising remains on record pace, driven by activity in the US Global fundraising activity remained on record pace at mid-year, with $158.2 billion in fundraising by the end of Q2’22. The US helped buoy global fundraising amounts, accounting for $121.5 billion at mid-year, compared to the $138.9 billion annual record high the region saw in 2021. VC investment in cybersecurity, alternative energy, electric vehicles, and battery storage in the US held strong in Q2’22 and is well-positioned to remain hot heading into Q3’22. Fundraising activity in Europe fell off record pace, with $13.3 billion in fundraising at mid-year, while fundraising in Asia remained very subdued compared to previous highs, with $16.9 billion raised in the first half of 2022. No end in sight to uncertainty but interest in new tech to grow Heading into Q3’22, the global uncertainty plaguing the world is expected to continue, which will likely continue to keep the IPO window shut and VC investment soft. Down rounds could become more common as companies are forced to raise funding rounds despite the challenging fundraising environment. M&A activity globally could increase as investors look for deals among companies experiencing challenges and start-ups in various industries look to consolidate to improve their economies of scale and market positions. In tech, the crypto tide is likely to turn with further consolidation among firms heading into Q3’22 as many try to cope with a major sell-off in assets. “While there’s still dry powder out there, over the next quarter, VC investors are going to become a lot more critical of targets and are likely to place increasing emphasis on profitability,” said Conor Moore, Head of KPMG Private Enterprise in the Americas Region & Partner at KPMG in the US. “We’ve been talking about potential consolidations for a while, particularly in more mature industries like e-commerce. While the top one or two or three companies in a particular space might continue to be attractive to investors, the rest will likely see a pullback. This will likely drive consolidation as companies run out of cash.” About KPMG International KPMG is a global organization of independent professional services firms providing Audit, Tax and Advisory services. KPMG is the brand under which the member firms of KPMG International Limited (“KPMG International”) operate and provide professional services. “KPMG” is used to refer to individual member firms within the KPMG organization or to one or more member firms collectively. KPMG firms operate in 144 countries and territories with more than 236,000 partners and employees working in member firms around the world. Each KPMG firm is a legally distinct and separate entity and describes itself as such. Each KPMG member firm is responsible for its own obligations and liabilities. KPMG International Limited is a private English company limited by guarantee. KPMG International Limited and its related entities do not provide services to clients.

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FINTECH

ExpensiCon, the World's Only Accounting and Fintech Festival Hosted by Expensify, Is Back in Italy For 2023

Expensify | July 26, 2022

Expensify, Inc. (Nasdaq: EXFY), a payments superapp that helps individuals and businesses around the world simplify the way they manage money across expenses, corporate cards and bills, today announced the return of ExpensiCon on May 18-22, 2023, in Puglia, Italy. An exclusive group of world-class accountants and fintech titans are invited to the Italian countryside for five days of community building, thought leadership, networking, roundtable sessions, and surprise events amongst the olive groves. Previous ExpensiCons in Bora Bora and Maui included attendees from PwC, Deloitte, BDO, CLA, Baker Tilly, and EisnerAmper, as well as fireside chats with Travis Kalanick of Uber, Zach Nelson of NetSuite, and Rod Drury of Xero. "ExpensiCon is how we share our motto 'Live Rich, Have Fun, and Save The World' with our top partners and industry thought leaders to build a new type of community that’s laser focused on the future,” says David Barrett, founder and CEO of Expensify. "ExpensiCon is how we share our motto 'Live Rich, Have Fun, and Save The World' with our top partners and industry thought leaders to build a new type of community that’s laser focused on the future,” says David Barrett, founder and CEO of Expensify. “And what better place to kick things off than a five-star luxury retreat, worlds away from the distractions of everyday life? It’s the perfect environment to grow productive relationships with the most brilliant minds, and focus on solving the industry’s most pressing problems.” The event will include a mix of keynotes, roundtable discussions, fireside chats, 1-on-1 networking opportunities and strategy sessions, and VIP events. In addition, attendees and their guests will also experience the beauty of Puglia on curated relationship-building excursions throughout the region that feature pasta making, wine tasting, yacht tours, and more. Founder & Chief Solutions Officer of QA Business and previous ExpensiCon attendee Clayton Oates mentions, "One thing I loved about how Expensify approached ExpensiCon is that they threw out conventional wisdom about events. Rather than throwing a large-scale, content-rich event focused on short-term impact, at a boring convention center, they instead focused on laying a foundation for collaboration within and outside the accounting profession. Expensify's long-term view, balanced agenda, and ability to create magical experiences in the world's most stunning locations really contribute to the attendees getting the most out of the experience. ExpensiCon is the one event you don't want to miss." To secure your invite, learn more at expensicon.com. About Expensify Expensify is a payments superapp that helps individuals and businesses around the world simplify the way they manage money. More than 12 million people use Expensify's free features, which include corporate cards, expense tracking, next-day reimbursement, invoicing, bill pay, and travel booking in one app. All free. Whether you own a small business, manage a team, or close the books for your clients, Expensify makes it easy so you have more time to focus on what really matters.

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Events