Do Less with More: Refine Your B2B FinTech Digital Marketing Strategy to Increase ROI

At mature growth stages, and with high budgets, FinTech digital marketing organizations often find themselves using a broad brush approach - capturing all demand and spraying branded messaging everywhere. 

But the key to effective digital marketing is targeting and focus, no matter how large your fintech company and how big your marketing budgets. Without this, fintech marketers can dilute their own results and reduce ROI. 

Additionally, marketing leaders not only find themselves presenting lower ROI and effectiveness to their board, they can also bump into sticky situations such as this one: 

These life insurance agencies are bidding against relevant keywords, but their capture all mentality has left them showing up against scammers!

Here’s how FinTech marketing teams can refine their growth strategy through focused and efficient digital marketing approaches.

1. Identify Your Core Audience

The foundation of any effective marketing strategy is understanding your audience. Identifying a B2B FinTech audience involves a deep dive into understanding specific business needs and pain points within targeted industries. 

The first step is to segment your audience by industry verticals such as banking, insurance, or asset management. Each sector has unique regulatory requirements and operational challenges that your solution can address. 

Within these verticals, narrow down to key decision-makers, and assess their business size, revenue, and digital maturity. Additionally, employing tools like market research, customer personas, and data analytics can further refine your understanding.

This granular approach ensures that your marketing efforts are highly targeted, which increases the relevance and effectiveness of your outreach, fostering stronger business relationships and higher conversion rates.

2. Emphasize Quality Over Quantity in Content

Content is king, but in a world of AI, quality trumps quantity. FinTech companies should focus on creating high-quality, useful content that provides real value to their audience. This ensures trust is maintained as users won’t come across low-quality, invaluable content. 

But content is not limited to blogs and SEO-driven articles. While appearing high on search results can increase awareness of FinTech brands, other forms of content can drive users down the marketing funnel. 

Educational Resources: Guides, tutorials, and webinars can help users understand complex financial topics. 

Case Studies: Highlight real-life examples of how your product has solved specific problems. This makes your product appear relevant and useful for prospective customers while providing testimony as evidence. 

Expert Opinions: Collaborate with industry experts for guest posts, interviews, or co-hosted webinars to add credibility and reach. 

3. Prioritize Creativity in your Paid Campaigns to Increase Effectiveness

Display ads on Google and LinkedIn can generate demand for your FinTech products and push prospects down the funnel. In B2B, however, many performance marketers lose opportunities due to untargeted, simplistic, and meaningless content and messaging.

In response, many FinTech firms are leaning towards creative campaigns that cut through the noise and create impact. Creativity is not just for brand marketers. Performance and digital marketers should invest in creativity to increase the effectiveness of their campaigns. 

To learn more about honing your messaging and creating campaigns that pop, head here. 

4. Leverage Data-Driven Insights

Existing and oncoming data from digital marketing activity offers a treasure trove of insights that can help refine fintech strategies. These insights can illuminate the pitfalls of a strategy. Make sure you listen to them! If something isn’t working, it's best to reconsider the strategy or turn it off.

A/B Testing: Conducting regular tests on various elements such as headlines, images, and Calls to Action (CTAs) to determine what resonates best with the audience. This helps in making informed adjustments to improve effectiveness.

Analytics Tools: Utilize tools like Google Analytics, HubSpot, and SEMrush to track metrics like traffic, user behavior, and conversion rates. The insights gained from these tools enable marketers to fine-tune their strategies based on performance data.

Customer Feedback: Actively gathering and analyzing feedback from customers to gain direct insights into what aspects of the marketing strategy are working and which areas need improvement. This feedback loop helps in making specific, customer-informed enhancements.

5. Measure and Refine

The digital marketing landscape is ever-evolving; what works today might not work tomorrow. For example, B2B audiences are growing increasingly averse to advertising, or your competitors might be using new AI tools to increase efficiency. Continuous measurement and refinement are crucial:

Set Clear KPIs: Define key performance indicators that align with your business goals.

Regular Reviews: Conduct regular performance reviews and adjust your strategies based on data-driven insights.

Stay Updated: Keep abreast of the latest digital marketing trends and pivot your strategies as needed.

In the FinTech industry, where budgets are large and brands are strong, refining your digital marketing strategy to focus on doing less with more can increase marketing ROI and effectiveness.

By concentrating on high-impact activities, leveraging data-driven insights, and continuously refining your approaches, you can deliver effective marketing results. Instead of doing everything, the key is to do the right things exceptionally well. 

Need help? A fintech marketing agency can support your strategy

To learn more about Clarity’s approach to digital marketing, head to our services page here.