5 ways digital PR builds authority for fintechs

Trust, innovation, and credibility are key drivers of success in the fintech industry, and businesses need more than just traditional marketing strategies to stand out.

Establishing authority is crucial to winning the trust of customers, and digital PR is one of the best ways to earn this trust. With a digital-first strategy that drives SEO value, digital PR earns search engine credibility and customer trust.

Creates newsworthy stories

Journalists and industry writers are constantly on the hunt for fresh angles and valuable insights to share with their audience. By analysing your company’s internal data or conducting external research, you can generate newsworthy stories that position the brand as a thought leader.

For instance, if your company offers loans to SMEs, you can use application data to create a report on increases or decreases in the number of people applying for loans, the type of loan, how much they are looking to borrow, and the interest rates. This can then be tied to wider macroeconomic changes and the shifts in consumer behaviour. Taking this approach will make it even more newsworthy, and often result in coverage on relevant industry news sites and blogs, national and regional news, and even broadcast media platforms.

Uses data to show expertise

Data should play a vital role in a fintech’s digital PR plan, and should from the basis of at least annual PR campaigns. Data has two main benefits for fintechs.

The first is showing expertise.

Data allows fintechs to demonstrate a deep understanding of industry trends, consumer behaviour, and market changes. When a fintech brand shares data-based insights, it signals to the media and potential customers that it has its finger on the pulse of the industry.

For instance, if your fintech business releases an annual report on the growth of digital banking adoption or publishes findings on consumer preferences for payment methods, it positions your brand as an expert in the sector.

Journalists and influencers will start to see your company as a reliable source for future stories, further boosting your PR visibility and credibility.

The second is backing up statements.

When fintechs use data to support their claims, whether in press releases, thought leadership articles, or media pitches, it provides hard evidence that strengthens their messaging. Using concrete data gives your audience – and the media – something tangible to trust.

For example, instead of simply stating that businesses are struggling under the weight of rising costs, you can showcase this by using survey data and sales data that look at loan applications. This gives the media an enticing story that is, importantly, backed by credible and unique numbers.

Data can also be used to create industry reports that position diving into things such as:

• Industry and individual company performance
• Market share distribution 
• Market trends
• Financial statistics
• Industry growth
• Supply and demand 

These detailed reports offer insight into the current state of the market and show trends across the years. These reports can be used across a brand’s website and pitched out to media outlets as thought leadership content.

Being the brand behind a widely cited industry report helps in establishing fintech companies as a central and credible player in the space.

Uses thought leadership to position your brand as an industry expert

The fintech industry is constantly evolving, with new regulations and consumer trends emerging all the time. Digital PR allows fintech companies to showcase their expertise and thought leadership on these trends.

By sharing insights, predictions, and expert opinions through PR, fintechs demonstrate that it’s at the forefront of industry changes, and can earn placements in leading industry publications and national media.

This type of exposure helps to position fintechs as a trusted source, which is especially important in an industry where trust is paramount.

Manages reputation

Traditional PR, corporate PR, and crisis communications have long been associated with reputation management. While traditional and crisis PR are undoubtedly important for fintech companies looking to manage their reputations, digital PR can aid in reputation management just the same.

With consistent messaging and positive media coverage, digital PR can help control the narrative to build and maintain a strong reputation within the fintech sector. Whether it’s through promoting positive news, mitigating crises, or responding to industry challenges, digital PR ensures that your company’s voice is heard and trusted.

Aligns your brand with industry trends

To establish authority and be seen as a true thought leader in the fintech sector, your content needs to be seen across multiple platforms. Publish thought leadership content on your website, include it in your PR strategy to form stories and earn media coverage, mention findings during spokesperson opportunities when talking to the media, include it in your social media plans, and contribute to industry blogs and articles.

Fintech thought leadership is built on consistent messaging and showcasing your expertise. By doing this, you will build topic authority that showcases expertise and credibility amongst consumers and in the search engines.

For more information about how we can help your fintech business build trust in the search engines and amongst consumers through digital PR, get in touch with us.