In this blog post, you will learn top strategic FinTech marketing moves to stop the scroll and start meaningful engagement with decision-makers on LinkedIn.
The current social media landscape of uncertainty and distrust
It is no understatement that even the largest-scale of industries and conglomerates of brands are still not immune to the challenges of today’s social media users and consumers. A general feeling of distrust towards branded content seems to be prevalent amongst social media users today. As a result, this enhanced consumer awareness that many of us seem to be encountering as social media experts or even experiencing ourselves in our day-to-day interactions with brands creates a difficult wall for Chief Marketing Officers to break through.
Against this backdrop of high consumer alertness, the Fintech industry presents an important case. As a financial technology solutions provider, expecting to be trusted with an enterprise’s entire working capital and payments strategy is, safe to say, a big ask. However, standing at a global market value of USD 340.10 billion, and expected to reach USD 1,126.64 billion by 2032 (source), the role of the fintech sector in today’s B2B environment cannot be ignored.
The question, however, remains: how can FinTech marketing teams mirror their brand’s success in their social media presence, unlocking meaningful opportunities for relationship-building and paving the way to future advocacy and partnerships?
As an agency which aims to lead a new era of human-first social and has worked with some of the most powerful names in the global FinTech scene, helping them achieve 60,000+ monthly impressions and supporting them through the largest rebrand in their history, have we found the formula to success?
In this article, we will dive deep into that while sharing the top strategic FinTech marketing moves from our expertise that can help FinTech CMOs turn LinkedIn into a platform for social success.
FinTech marketing and LinkedIn
LinkedIn has always had a very close relationship with the B2B sector. According to the latest data, LinkedIn is a top social media platform for decision makers, with 86% of B2B marketers already actively using it and 44% of B2B professionals selecting it as the most important platform out there. (source)
It is no mystery why so many of the leading brands in the FinTech industry have swiftly made their way towards LinkedIn. However, in a social media environment characterised by convenience, automation and difficult-to-acquire engagement, how can LinkedIn be transformed into a platform that not only creates meaningful connections but also builds towards business growth and success? The answer is, with a FinTech marketing strategy with a human-first approach at its core, comprised of three main pillars.
The Human-first approach to FinTech marketing on LinkedIn
1. A strong and audience-driven approach to content
Often, our creative and strategic minds can overlook one of the most reliable sources of direction for where our content strategy needs to be headed – our audience. Phil, our CEO, explores the concept of audience-driven content in his book “Human First Marketing: The art of being seen, heard and remembered”.
At the core of this concept lies the idea that, above all else, FinTech marketing strategies should be prioritising producing content with their target audience in mind. The content should aim to add value, as well as carry this true feeling of authenticity and create a space for meaningful discussions and connections.
As a FinTech brand, achieving those objectives with your content stands even higher on the priority list, considering the market segment you would be aiming to engage with. As one of the highest-value segments in today’s B2B environment, FinTech CMOs may be targeting anyone from small business owners to Top 100 CEOs, as well as finance- and tech-savvy content specialists and influential industry voices.
There are three pools of content available for you to tap into:
Educational content
In FinTech marketing on LinkedIn, it is important to be producing content that not only answers your followers’ questions and familiarises them with your services, but also demonstrates your expertise, feeds their curiosity and enhances your trustworthiness and credibility. This is content that can add value to your customers in many ways, whether that may be addressing a concern, providing actionable advice, or supporting their future development.
Some examples include:
- eBooks and Whitepapers, containing thorough research and valuable data from your area of expertise
- Webinars with the top industry leaders and partners of your business
- Infographics with actionable advice on how to stay ahead of trends
- A video with the top experts from your company diving deep into the processes behind your solutions and how they can impact business and financial operations
Inspirational content
As a FinTech CMO, it may be tempting and most logical to focus all creative efforts on producing informative content. After all, this is the content that will help you earn your customers’ trust, solidify your expertise and thought leadership. However, a significant detail of the human-first framework and producing content with your audience in mind is that, along with providing value to your consumers, your content also has to resonate with them on a more human-to-human level.
Inspirational content is a great way to achieve that, while still maintaining a strong brand presence and values. While the informative content will pave the way towards gaining the trust of your customers, inspirational content is how you evoke a reaction from them and begin to build a meaningful connection with them.
Some examples include:
- A carousel with some of the most valuable success stories of your partnerships with clients
- A blog post from the Leadership team about what drives and motivates them
- A video with different members of the team sharing their favourite highlight from a recent successful project
- A campaign about how your company gives back to the community with different initiatives and donations
- A post celebrating a recent promotion or new hire
Entertaining content
In FinTech marketing, depending on your brand’s tone of voice, you may also find it beneficial to incorporate some elements of entertaining content into your strategy, as a way to make your relationship with your audience more light-hearted and personal, in a suitable context, of course.
Some examples include:
- A post with a FinTech starter pack
- A video with funny behind-the-scenes moments from the office
- A carousel with relatable OOO emails
- A short-form video with a popular and relevant meme
With a solid content strategy in place, we are ready to move on to the next pillar.
2. Community building
Your community strategy is the next crucial piece in the human-first approach to making LinkedIn not just another passive scroll for your followers. Your community-building efforts result in how your brand will forge a meaningful relationship with your audience, both reactively and proactively. In turn, this will open up the doors to improved brand reputation, customer loyalty and opportunities for advocacy.
In order to build a successful and tailored community strategy, it is important to outline your objectives. Once you have a clear vision of your goals, it is time to lay out the blueprint. Ensuring your constant and consistent presence on both the reactive and proactive front is crucial, as it demonstrates your honest intentions of building a community and engaging in a more human-to-human way in a widely B2B environment.
Soon, your brand will begin to grow, with new opportunities for partnerships, collaborations, and overall business growth, all because of your strong community strategy. With that, we conclude with the third and final pillar.
3. Advocacy
In an ideal world, our marketing efforts are all building the foundation of a community of brand advocates. In reality, advocacy is slightly more difficult to reach, but not impossible. Two communities are standing before you that present the potential of a deeper, significant enough connection to your brand that can turn into patronage and advocacy. Those two communities are your audience and your team.
It is important to continue to nurture the relationship with both, as they are deeply interconnected, especially in the world of social media. The previous two pillars would be very difficult to execute to their fullest potential without the help of your team, which is what makes them such a central part of your strategy.
The importance of your team
It will be your team who are creating the informative, inspiring and entertaining content that resonates with your followers. Your team will be the ones actively putting in the effort to sustain your online community and proactively branch out into new partnerships and opportunities for your business. It will be your team of executives, product officers, sales leaders, and finance and treasury experts that carry on your brand values and ethos, as the most active and prominent brand advocates, many with a personal brand of their own.
Your team’s advocacy is what will solidify the human-first system, which will allow for customer advocacy to flourish. Ensuring you maintain the balance between both and continue to dedicate time and resources to both sides of the equation, giving them both something to advocate for, is crucial. With that in action, LinkedIn will swiftly become an invaluable part of your social media strategy.
Want to learn more about how to put these pillars into action? Make sure to check out “Human-First Marketing: The Art of Being Seen, Trusted and Remembered”.
If you are interested in finding out how Giraffe Social can help transform your FinTech company’s socials with a human-first outlook, achieving the valuable authenticity we all aim for, and measurable results, get in touch with us here.
