How to thrive in ‘25: How to maximise ROI as a FinTech

Maximising return on investment (ROI) from marketing efforts is crucial for the sustained growth and profitability of any business. But for businesses in a crowded market, such as FinTech, it is imperative.

In general, businesses aim for an ROI of between 5-7%. However, FinTechs often face high customer acquisition costs from the beginning, meaning that figure can be harder to achieve. This results in marketing spend often being scrutinised more intensely. Add that to the fierce competition and the constant pressure to innovate, and it is essential for finance brands to optimise their marketing strategies for better returns.

Use targeted PPC and paid media campaigns

FinTech, in general, has extremely high CPCs. This means that PPC and paid media advertising can rapidly drain budgets if they are not managed effectively. So much sothat many FinTech brands struggle to see significant returns on their ad spend, leading them to move away from paid media. However, this may not be the best solution. Simple tweaks and management of the campaigns can transform PPC campaigns and make them a top-performing performance marketing channel.

The first thing that needs to be considered is the audience. Implementing highly targeted PPC campaigns that focus on the most relevant audience segments and keywords will improve conversion rates and drive ROI.

Every paid media platform has different audience data and segmentation to refine targeting and improve conversion rates, so the setup does depend on the platform. However, you can always segment the audience based on factors such as location, job titles, industry, company size, or stage in the buying process. Once the audience is set up, ad copy must be reviewed to make sure it is relevant and engaging to each audience segment.

While capturing new audiences does deliver, re-engaging people who have previously shown interest in your products or services – but are yet to convert – often provides better results. Remarketing is an effective way to maximise ROI by reaching prospects who are already familiar with your brand and are already in the buying journey.

Focus on conversion rate optimisation

Many FinTech companies invest heavily in driving traffic to their website but fall short when it comes to converting that traffic into leads or customers. And there is usually one reason for this; they haven’t thought about navigation.

Poorly optimised landing pages, lengthy forms, and unclear calls-to-actions can drastically lower conversion rates, leaving nothing but a big marketing bill at the end. To get around this, marketers must put as much emphasis on their landing pages and site navigation as they do the ads themselves.

It’s a good idea to benchmark against competitors and top performing sites, and A/B test different elements of your landing pages, such as headlines, CTA buttons, images, and form layouts to see what visitors respond best to.

Another couple of ways to increase conversion is to minimise the steps required to complete a goal and add testimonials to these pages to instil confidence in visitors.

Focus on high-intent leads

FinTech is incredibly competitive in the search engines, and as such, many brands can struggle to rank organically for high-intent keywords. This limits their ability to attract quality traffic. But a robust and data-driven SEO strategy ensures that FinTechs don’t miss out on valuable organic leads.

Throw vanity metrics out the window and focus your SEO strategy on capturing high-intent traffic, rather than lots of traffic. To do this, you must target relevant keywords that your ideal audience is searching for and optimise your site structure for improved search visibility.

You can use a myriad of different tools for this – some of our favourites are SEMrush and Ahrefs. These tools allow you to identify high-intent keywords with lower competition, which may offer more scope for success.

On page SEO is also just as important. Be sure to continually monitor pages to ensure they are optimised for key terms and are ranking for these terms. It’s also a great idea to invest in content marketing, in the form of evergreen and skyscraper content that offers interesting statistics to people looking for specific information on a topic. If a potential customer finds the information you provide useful, they are more likely to return and buy. This type of content can also be used across other platforms, such as social media and PR, making it work harder for you.

Use account based marketing

Traditional inbound marketing strategies may not yield the desired results for every sector. As such, a more focussed approach may be required to reach key decision-makers.

Account-based marketing has gained a lot of attention over the last few years, but it isn’t especially complicated. Essentially, account based marketing allows you to tailor your marketing efforts specifically to key accounts, creating highly personalised marketing campaigns aimed at engaging decision-makers in targeted companies. This improves conversion rates and ROI.

The best way to do this is to work with the sales team to identify key accounts/sectors and create messaging and timings that will have the biggest impact. From there, be sure to spend time working on the copy to make sure it addresses individual sector pain points, highlights your value proposition, and gives them the tools needed to get in touch.

As account-based marketing is essentially a 360-degree marketing approach, this messaging will need to work across email, PPC, the website, PR, and social media, so be sure to engage someone from each team and get their expertise on how best to communicate. For example, an audience on social media may respond better to a video than email recipients, meaning different forms of media will need to be created.

Explore video formats

FinTech can be a complicated industry, and customers may struggle to fully understand the value they offer from static content alone. Without clear, engaging explanations, FinTech companies may lose potential leads who don’t fully grasp their product or service.

Video, however, is a great way to clearly communicate products and updates in a clear, concise and more engaging and digestible format. Essentially, video content gives FinTechs more scope to break down complex topics, build trust with their audience, and improve engagement rates.

Depending on the platform you opt for, these videos can be designed for different audiences. For instance, a video on LinkedIn may look at business loans and grants for SME SaaS companies, as the majority of the audience is key decision makers. Content on TikTok, however, may be more aligned to small business owners of consumer products, as they are more likely to use TikTok.

However, the ethos stays the same; create engaging explainer videos that simplify your product’s key features and benefits. Brands can even go one step further and host live webinars or video demos that directly target potential customers. These allow for real-time interaction, answering questions, and addressing concerns, helping to move leads further down the sales funnel.

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