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Digital Marketing in Fintech Explained - 2023 Edition

Marketing in Fintech

Fintech companies are revolutionizing the way we handle our finances, from mobile banking to online investment platforms. But with so many companies competing for attention, how do you make sure your fintech business stands out? The answer is branding.

Branding is all about making your product or service stand out from the crowd. It's a combination of different strategies, including marketing (both online/digital and offline), public relations, word-of-mouth, and sales.

In this post, we'll dive into the world of fintech digital marketing and explain how you can use it to grow your business. But don't worry, we'll keep it light and fun - after all, marketing in finance should be a pleasure, not a chore.

Imagine this: You're on your morning commute, scrolling through your Instagram feed, and come across an interesting article about saving for retirement. It's from a fintech company you've never heard of before, but the article is so informative and engaging, you decide to check out their website.

By the time you get to work, you've already signed-up and are on your way to a financially secure future. That's the power of digital marketing in fintech.

What is Digital Marketing for Fintech?

Digital marketing is the use of digital channels, such as social media, email, and search engines, to promote fintech products and services. By reaching potential customers where they are spending their time online, fintech companies can increase brand awareness and drive conversions.

The core of fintechs digital marketing is aligning the company's values and mission with the needs and wants of the target audience.

As Marty Neumeier (ex branding expert at Apple) says,
"Brands are the most valuable real estate in the world of business" &
"We're not what we say we are. We're what they say we are.".

Fintech companies that can clearly communicate their values and mission through their digital marketing efforts will be able to establish a strong and trustworthy brand, which is crucial for long-term success in the fintech industry.

Digital Marketing Channels in Fintech?

Fintech is a highly competitive industry, with new companies popping up all the time. Traditional marketing methods, such as TV and print ads, can be expensive and may not reach the target audience effectively. Digital marketing, on the other hand, allows for targeted advertising and a higher return on investment.

1. Social Media Marketing

Social media platforms, such as Meta, Twitter, and LinkedIn, provide an excellent opportunity for fintech companies to engage with potential customers. By regularly posting informative and engaging content, companies can build trust and establish themselves as experts in their field.

2. Email Marketing

Email marketing is another effective way to reach potential customers. By collecting email addresses through opt-ins on the company's website, fintech companies can send personalized and targeted messages directly to the inbox of potential customers. The important thing here is to make sure the content is as valuable as possible. No one wants a spammy or sales email.

3. Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of optimizing a website to rank higher in search engine results. By using relevant keywords and phrases, fintech companies can improve their visibility and attract more traffic to their website. An example? This post you're reading right now :) .

Keywords Everywhere extension
4. Content Marketing

Content marketing is the creation and distribution of valuable, relevant, and consistent content to attract and engage a target audience. By creating informative and engaging blog posts, videos, and infographics, fintech companies can establish themselves as thought leaders in the industry and attract potential customers.

Content marketing is slowly becoming the
No. 1 resource for many businesses, using TikTok or Instagram Reels.

5. Podcasts

Podcasts have become an increasingly popular digital marketing channel for fintech companies. By hosting or sponsoring a podcast, fintech companies can establish themselves as thought leaders in the industry and reach a very targeted audience. Podcasts also provide an opportunity for fintech companies to share their expertise and provide valuable information in a more conversational and engaging format than traditional blog posts or articles.

The Importance of a Website & User Journey

A strong web design is essential for fintech digital marketing. A visually appealing and user-friendly website can improve the user experience, increase conversions, and improve SEO.

1. Web Design

A website is the foundation of any digital marketing strategy. It's where potential customers go to learn more about a fintech and its products/services. A well-designed website that is visually appealing, easy to navigate, and provides valuable information can greatly improve the user journey and increase conversions.

A User Journey is the process of guiding potential customers towards the desired action, such as signing up for an account or making a purchase. A User Journey is similar to a funnel, but instead of focusing on the "funnel" metaphor, it focuses on guiding the user towards the desired action in a way that is seamless and enjoyable.

2. The Importance of a User Journey

A user journey is the path a potential customer takes, including the path on a website. From the first click to the final conversion. By understanding the user journey, fintech companies can optimize their website to guide potential customers towards the desired action, whether it's signing up for an account or making a purchase.

A user-centered design approach, where the user's needs and goals are the focus, can greatly improve the user journey and increase conversions.


In conclusion, fintechs digital marketing is crucial to stand out in this crowded market. By using a combination of social media marketing, email marketing, SEO, content marketing and podcasts, fintechs can increase brand awareness and drive conversions.

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