Updated: Jun 14
In this article, we will assess the B2B marketing trends for Fintech companies that have surfaced this year and those that will continue to have an impact as we move into 2021. There have been some changes in the Fintech landscape this year, including consumer and business spending. These changes will continue to occur as we adapt to a post COVID world.
COVID 19 has changed how we manage our day to day lives, including our finances. The pandemic has increased the importance of digitisation, and businesses are continually looking for ways to digitise their activities. Digital marketing has become even more critical than ever for Fintech companies, and our research has shown some consistencies in effective B2B marketing strategies for Fintech companies which we will outline in this post.
B2B marketers must incorporate educational content into their strategies as buyers are doing their research as opposed to talking to salespeople. According to Content Rewired, 82% of buyers viewed at least five pieces of content before purchase, and 45% of buyers spend more time researching purchases year over year.
Having a company blog is one of the best ways to share educational content in a digestible manner. Chief Marketer found that the content most effective at moving customers through the sales funnel is articles and blogs (55%). Educational content does not have to be in blog form; however, the use of video and infographics is also highly recommended.
Video content is unparalleled in terms of marketing power. V3B.com found that 53% of buyers found video content the most useful when researching a product.
Video content streamlines the sales funnel as it takes buyers less time to watch a video about a product than reading a technical paper. Content Rewired suggests that Youtube and Facebook are the most effective platform for video marketing, and B2B Fintech companies should use Youtube to appeal to their audience.
As well as video content, podcasts are becoming more popular in the B2B sphere. Podcasts allow a business to collaborate with industry leaders and Fintech enthusiasts who will engage more people and diversify your audience. Again, a verbal explanation of your product or service may be more useful for generating potential customers.
B2B marketers should treat clients like B2C marketers would treat customers. Fintech companies should offer a personal and intuitive user experience. Marketing like a consumer brand will help humanise your Fintech business and will resonate more with customers.
Research shows that personalised emails increase transaction rates by six times, and it will continue to grow (v3b.com). Emails with personalised subject lines are 26% more likely to be opened than those without (Campaign Monitor). Furthermore, trigger emails have a 152% higher open rate compared with traditional emails.
Our research has shown that there is a need for the B2B marketing strategies for Fintech companies to become more personalised and customer focussed predominantly in the Fintech industry. It is becoming more challenging to stand out in a growing market but using these marketing strategies will help your Fintech company emerge as a leader in the field. Fintech businesses must harness the power of marketing, mainly digital marketing, to establish themselves in an increasingly saturated sector.