Financial technology is all around us, but that doesn’t mean fintech marketing is easy. From finding a way to stand out (without breaking the bank) to building trust and simplifying complexity, it can be hard to know where to start and what tactics to deploy.
If you’re looking for inspiration, check out the list below. It’s full of successful marketing campaigns from across the sector that helped drive demand, loyalty, and business growth.
#1 WealthSimple (focus: educational content)
Nothing is certain except death and taxes. But just because taxes are certain doesn’t mean they’re straightforward to file. That’s the problem WealthSimple Tax – free online tax filing software – aims to solve.
Similar to how HubSpot became a content marketing powerhouse, WealthSimple has leaned into educational content in a big way. It created WealthSimple Magazine, an advice-filled online publication with one goal: to help demystify tax for the company’s target audience.
WealthSimple is tapping into the consumer market. But there’s a lesson here for B2B, too: educational content should be a key part of the marketing mix because today’s buyers are all about research. A recent survey found B2B buyers read three-to-five pieces of content before speaking with sales. And that’s at a minimum – it’s going up every year.
Educational content doesn’t have to be in the form of a magazine. Video, infographics, use cases, comic strips, and one-pagers all work well.
#2 Starling (focus: brand awareness)
A whole bunch of neobanks have risen up in recent years. Rather than talk about features, Starling focused on the shortcomings of legacy banking. Its ‘Set Yourself Free’ campaign centred around a cross-channel ad that highlighted a pain point we’ve all experienced (standing in line at a brick-and-mortar branch) before presenting Starling as a digital-first alternative.
Starling’s Head of Brand said ‘Set Yourself Free’ was all about telling the nation who they were and what the brand stood for. The campaign contributed to:
- Increasing awareness from 38% in 2019 to 64% in 2020.
- Setting the stage for a shift from brand awareness to product marketing. In Starling’s own words: “we can now talk about why people should join us and not just who we are.”
In a B2B setting, Globant did a similar thing with their ‘Seek Reinvention’ campaign. Their video helps bring to life how digital transformation can disrupt entire industries for the benefit of us all. It’s worth a watch.
#3 Coinbase (focus: growth loops)
Coinbase has become synonymous with cryptocurrency.
The platform is an easy way to buy, sell, and store tokens. It’s had a meteoric rise from an app used primarily by crypto enthusiasts to the top of Apple’s App Store as a result.
Coinbase has run several great marketing campaigns so let’s focus instead on what continues that momentum: its growth loops. One of the best is Coinbase Earn, its incentivised learning program, where it lets users earn crypto while learning about new tokens and digital assets.
For B2B brands, this approach emphasises the importance of creating educational content that pulls prospects deeper into your ecosystem while giving them something new – and leaving them in a better position than they were before.
#4 Sage (focus: organic search visibility)
There are loads of digital accounting solutions out there, all fighting to get in front of small business owners. Sage, which offers cloud accounting software in the same vein as Xero and QuickBooks, wanted to increase visibility with this target audience.
Enter the ‘Be Your Own Boss’ campaign. Built around an interactive quiz tool and search optimised articles and videos, the campaign provided an engaging way for potential business owners to get advice personalised to their mindset, business know-how, and financial situation.
The campaign saw widespread media coverage, together with a big uptick in unique website visits and organic search visibility.
#5 Emailage (focus: lead generation)
Many of the companies on this list are household names. Their campaigns are big and bold, and big and bold is often a synonym for expensive. But that’s doesn’t have to be the case.
Emailage – a risk management platform – was an Isoline client right up to their acquisition by Lexis Nexis Risk Solutions. The sharing economy (read: Uber, AirBnB, etc) was a vertical Emailage wanted to tap into, but it was a crowded space. Many fraud prevention companies were vying for a piece of the pie so Emailage needed a message their target audience couldn’t ignore.
We ran a research campaign to show how a lack of consumer trust was hitting the top line revenues of sharing economy platforms. That data got spun into atomised content assets (including a pair of lead magnet reports) tailored for different target audiences. Prospects were then funnelled to a webinar for the sales team to work their magic.
The result? Hundreds of leads generated in the UK and a model that was then replicated across Europe.
Interested in how Isoline can create similar results for you? Drop us a line: hello@isolinecomms.com.
