There are plenty of tools and new services that help financial services business provide information to clients. That’s all well and good, and an exciting time for innovation – but creating content about those services is just as much of an opportunity.
Remember, the services that your customers use are important to them – and they want to hear any news that might affect how those integrate with their day to day lives. Providing content can be a big help in portraying you as a trusted provider.
So how can you integrate fintech services into your marketing, and use that to attract new customers?
1. Give detailed explanations about how services work
So many fintech services like Afterpay, Robinhood or Pocketbook are a big benefit for consumers, but there’s a lot of confusion about how they work. Particularly in the case of “buy now pay later” apps like Afterpay, there is now reason to believe significant numbers of customers have attracted late fees.
Financial services businesses can appeal to new customers by explaining how these types of services work.
If you want to appeal to a broader base, you can target consumer apps like Afterpay. For the more investment-minded you could create a guide or explanation of investment apps like Robinhood, or perhaps the newer more tech-focused superannuation accounts.
Don’t overlook the importance of these types of “explainers”. They provide a significant amount of traction for new followers.
2. Answer questions live on a stream
Livestreams are a great way to build followings through answering specific questions about new fintech offerings. You can establish yourself as a leader in this area, and it helps you create multiple pieces of content at once – you can turn the livestreamed Q&A into a written article, or a video.
Plus, if you hold them regularly enough and start building a following, you’ll be able to push those viewers onto more of your products and services.
3. Do detailed breakdowns of performance
If you really want to get people on your side, explanations of how these types of services really perform can be a crucial opportunity. With many fintech products, consumers rarely look at the fine print or the details about how much they need to pay in fees, or whether or not they really outperform traditional financial products.
Providing this type of detailed information in an easy-to-swallow format does several things:
- Establishes you as an authority
- Provides intrigue and excitement about “hidden” knowledge
- Gives you the authority to provide other financial recommendations
It’s important to appear unbiased in these types of analyses and to never provide value judgements for these services one way or the other. You may or may not like them, but it’s better to simply give the facts and let the customers decide.
If you provide that information without any sort of judgment or bias, they’re more likely to listen to what you have to say.
4. Follow ongoing news and how they affect consumers directly
You shouldn’t underestimate how valuable it can be to act as a source of truth for someone following a complex industry like fintech. For someone interested in these issues, you can be an arbiter of truth.
Of course, this requires a significant amount of research. But in many financial services businesses, you may very well be doing this in your day-to-day work anyway. You’re simply creating content about issues you already follow.
Integrating fintech in your business is one thing, but creating content is another. Resist the temptation to think your views or information won’t matter to people. Someone will be interested – and they may just be your next customer.