How to thrive in ‘25: How FinTechs can hit increased targets

No sector is immune to increased targets. But the FinTech sector is especially prone. As one of the most challenging sectors in the UK, there is little wonder that marketing leaders face increased targets year on year.

As a specialist B2B marketing agency that has worked with businesses across FinTech, SaaS, construction, and many more, we know the pressure businesses are under all too well. But we also know how to help them hit their targets and drive demand in an uncertain economy.

There’s no doubt that the last couple of years have been tough for businesses. And while finance has been at the forefront of many people’s minds, FinTech, like most sectors, has been up against it. This impacts pretty much everything, including company budgets – which we covered last week. Despite this, we are finding that FinTech marketers are still seeing increased targets and KPIs.

While this can sometimes feel like an uphill battle, there are ways marketers can meet – and even exceed – these targets:

Use data-driven insights to inform strategies

Data-driven insights help marketers pinpoint the most effective channels, content types, and user segments, allowing them to focus their efforts where they’ll have the most impact. And digital marketing is key to that.

While traditional marketing channels undoubtedly have their place, they simply cannot compete with digital marketing channels when it comes to the data they produce. Digital marketing gives you an overview of what is working, highlights what isn’t, and allows you to use that data to change your approach as necessary.

Digital marketing channels can collate data from first interaction, right through the buying journey. This data is incredibly accurate and gives you insight into what touchpoints are converting – and crucially, which aren’t. Essentially, digital channels give you all the tools you need to tweak platforms and messaging, in order to better improve conversions and engagement.

In order to hit ambitious targets, FinTechs can use these advanced analytics from both current and historic digital marketing campaigns to make informed decisions and adjust their strategies quickly and in real-time. This can help to reduce campaign spend and produce a better ROI and ROAS.

Digital platforms also allow you to collate customer data and market trends, which you can use to your advantage. We always advise brands to use customer data to create personalised campaigns – such as email campaigns – that are tailored to their preferences.

Create tailored and personalised marketing to target customer wants and needs

No longer is it enough to just create interesting marketing campaigns, you need to go further to attract attention. Consumers want more from brands than ever before, and this is driving marketers to believe that marketing is getting harder. A recent study revealed that marketers believe consumers are becoming more unpredictable which is making existing models and approaches less effective.

But that’s where personalisation comes in.

Marketing campaigns designed to attract the attention of a large segment of customers don’t deliver like they once did. In fact, the same study as mentioned above states that ‘48% of marketers are questioning the value of traditional customer segmentation models, and as a result, are looking for greater budget flexibility and more opportunities for real-time personalisation’.

Personalisation is crucial for FinTechs if they are to stand out. Email marketing is the most obvious marketing channel to use for personalisation; follow up with consumers if they visited your website or app, purchased a product or service, or when you believe they are ready to enter the buying journey once more. While personalised email marketing is proven to work, there are other channels FinTech marketers can use.

Dynamic landing pages that display content based on user segments, location, or behaviour is a great way to give visitors what they want within the first couple of seconds of them visiting your website. Personalised product recommendations based on previous browsing or purchase behaviour is another way to grab visitors’ attention within a couple of seconds.

A great example of this for a B2B finance brand would be showing a visitor from Wales links to an article that looks at the specific business grants available for businesses in Wales, as well as information on entrepreneur hubs and events in Wales.

Focus on content marketing and thought leadership

Positioning your brand as a thought leader is imperative in FinTech. Thought leadership has been proven to build credibility and attract potential customers by showcasing your expertise in the field.

Two of the best ways to do this are to leverage content marketing and create high-quality, insightful content – such as articles and whitepapers, and contribute to webinars that address customer pain points, industry trends, and regulation changes. This content can be shared through multiple channels – including PR and social media – to drive engagement and establish authority amongst consumers and in the search engines – building trust among both.

While it can be easy for finance companies to fall into the trap of making this complicated to help customers navigate the often complex financial industry, it doesn’t have to be. Consumers are often looking for information that is easily digestible and that they can trust. A great example for a B2B FinTech business that wanted to attract small business owners could look to create optimised and advice-led content around financing for start-ups and founder-led businesses, conduct a survey on the number of entrepreneurs that have had external funding, or use case studies of real-life customers of theirs and amplify these across PR channels.

Prioritise CRO and UX

Driving people to your website with creative campaigns, in-depth thought leadership, and optimised PPC is all well and good, but if your website isn’t user-friendly, you’re throwing money away.

FinTechs must invest in the user experience to make the customer journey seamless and conversion-focused. FinTech marketers should regularly audit and refine their funnels to reduce and remove friction points, improve lead nurturing, and increase conversions.

A/B testing landing pages, simplifying the sign-up process, and retargeting users who drop off can help boost overall conversion rates and help meet increased targets.

We also recommend brands benchmark against other businesses’ websites to see how theirs compares. While it is always a good idea to look at competitors, we always say to cast the net wider and look at other sector websites to see what works well. Marketers can then take inspiration to make their website the best it can be.

Collaborate with other teams

As so many departments fall under the marketing umbrella, it can often work in a big silo. However, this is generally not conducive to a high-performing marketing team. Luckily, this is the easiest thing to fix – and can often drive the biggest results.

Cross-departmental collaboration ensures the company’s goals are aligned and that efforts are coordinated for maximum impact. Some of the easiest ways to collaborate – especially when working remotely – are to have regular meetings, chats, and channels, and working documents to keep on top of changes, challenges, issues, and updates. It does mean that everyone needs to be accountable for attending and updating other teams. But when implemented correctly, it means nothing gets missed.

While working with every team is important for marketers, there are three main departments that impact marketing teams the most:

• Customer service/customer-facing teams. These teams have a direct line to customers and understand their pain points and questions. By working alongside customer-facing teams, marketers can understand what is important to customers in real-time. This information can then be used to inform marketing messaging.
  
• Compliance and legal. As a regulated industry, all FinTech campaigns, content, and communications must comply with regulations to avoid penalties or damage to the brand’s reputation. While not every single piece of content may need compliance approval, it’s vital a process is in place to not only ensure compliance but also to minimise delays to support responsiveness.
  
• Commercial and sales teams. If commercial/sales and marketing are working separately, this needs to change. Marketing and sales teams often have similar targets, so to maximise performance, they need to be working in tandem to align goals, improve lead quality, and leverage owned data.

If you found this useful and would like to find out more about our specialist fintech SEO services, get in touch.