The crossover and application of finance and technology (fintech) has become essential in providing financial services for both businesses and consumers today. While it experienced a decline in 2020, the UK fintech industry saw a tremendous growth of 331% in the span of a year, leading up to £2 billion in investments. With such a positive trajectory, the industry can only be expected to flourish. And as fintech businesses find ways to get ahead of the competition, marketing strategies become more important than ever. Here are three effective marketing strategies that your startup or established fintech business can utilise:

Optimise Your Platform for Mobile

Various industries continue to invest in the optimisation of websites and platforms for mobile use, and fintech is no exception. It is arguably one of the sectors where this technology is more essential as people continue to use their mobile devices to do cashless transactions. And with over a quarter of UK adults opening accounts with digital banks, more mobile banking is expected.

To optimise your finance platform, start by developing an effective onboarding process so customers immediately understand your app's value and how to use it. Ensure that they have options to personalise their preferences before smoothing out aspects of the overall user experience. Any existing content you have should also adjust to small phone screens, including text, images, icons, and videos. Lastly, don’t forget to use search engine optimisation strategies to optimise your app description, so that it’s easy for potential customers to find.

Leverage Social Media

Social media is an essential part of a marketing strategy for any brand, since it is an effective way to engage with audiences. However, it’s important to choose the right platform based on your priorities and strategy. LinkedIn is an excellent platform for fintech companies that want to engage with users looking for business-related content. So make sure that the content you’re posting is relevant to your audience.

It’s also important to post at the appropriate times. In a guide to scheduling LinkedIn posts by Later, they recommend preparing your content in advance. This will ensure that all the images are in the perfect aspect ratio for LinkedIn and that all the captions are spotless. You can even use third-party tools that can save templates for commonly used hashtags and have auto-cropping features to save more time. By regularly scheduling meaningful posts, you can tap into a professional network that can help generate leads for your fintech business. And like any other business, fintech brands can market themselves on LinkedIn and other social media platforms to get exposure, improve engagement, and provide customer service that builds trust.

Create Quality Content

Content is key to any marketing strategy. An article on The Business Journals details how crucial content marketing is in today's climate, as companies strive to keep afloat and stay ahead of the curve. A well-executed content strategy can significantly improve a business’ performance. High-quality content positions you as an expert in the field, establishing your fintech brand as a thought leader. By finding the right voice to inform your audience, your content will be more valuable, which helps build trust for your fintech brand.

Producing good content goes hand-in-hand with marketing strategies that speak to customers on a personal level. Your brand’s content should consistently communicate how your financial solutions can address the customer’s pain points, even before they realise it. The bottom line is to meet your target market’s needs and to express solutions in a clear, engaging manner.

As the fintech industry evolves, technology will continue to become faster and more flexible. Fintech companies can drive business growth further with investments in Cloud adoption to speed ahead of their competition and achieve business outcomes. Effective marketing strategies must capture the essence of how these technological advancements can provide customers with even better experiences, knowing that their finances are in safe, capable hands.