Dear fintech leaders, do you chase leads or attract them?
If you chase them, you’d have considered attracting them instead. To attract leads, you need to ‘convince’ your audience that your product is the real deal.
Fintech products often deal with complex and intangible concepts, like security, trust and financial management. It goes without saying that these are areas where skepticism runs high. The potential customers aren’t looking for just functionality, they’re looking for reassurance. You need to build trust through effective fintech marketing.
Trust is something that can make or break a fintech brand in today’s crowded market. So how do you prove to your potential clients that you are the right choice?
One thing that definitely works: content marketing for fintech through LinkedIn.
Content, like a fintech newsletter, on LinkedIn can strategically position your brand as a knowledgeable, approachable, and trustworthy expert. You need to build a ‘personal’ brand that resonates with your audience and is capable of building long-term relationships.
At this point, you might be wondering what LinkedIn has to do with building trust. Let’s understand.
Why LinkedIn?
LinkedIn is a goldmine for financial companies who want to build trust and engage with their target audience. It’s the ideal platform for financial service firms for a number of reasons:
The audience on LinkedIn is highly receptive
LinkedIn users are more receptive to content than users on other social media platforms. According to a survey conducted by Business Insider and Forrester, LinkedIn users are far more trusting of the content shared on the platform.
Again, trust and credibility is everything for financial companies. They can share valuable content on LinkedIn to position themselves as a reliable expert.
The users are financially savvy
Compared to other platforms, users on LinkedIn are already investing and saving money. Being financially savvy, they are more likely to respond positively to content related to financial opportunities.
Such users are not just receptive to content, but are also actively seeking valuable insights. LinkedIn offers an opportunity to financial companies to directly connect with those who are interested in improving their financial well-being.
Open to engagement and learning
LinkedIn users are willing to read, learn, and engage. It’s evident that most LinkedIn users aren’t there to scroll past ads or posts without much interaction. This gives a good opportunity to fintech companies to share articles, case studies, success stories and opinions that can educate their audience.
Fintech content writing on LinkedIn also gives more results due to the possibility of reaching far beyond the immediate followers.
Effective for financial advertising
The “Meet the Member” surveys revealed that financial service companies are increasingly turning to LinkedIn. It’s because of the ability to reach a high-targeted audience and produce measurable results.
Thus, if fintech companies can execute right content strategies, they can build trust and position themselves as leaders in the industry. You already know what a good content strategy looks like and what content marketing for fintech is all about. But does it have to be different for LinkedIn?
Key aspects of a LinkedIn content marketing for fintech
Leveraging cross-department expertise
Marketers are no doubt the experts of the platform, but when building a strategy, you need someone who understands the business in and out. Sales is the best team to speak with for this. They are the frontliners who have a unique perspective on what’s working and what’s not.
Have the sales team compile a list of successful tactics and challenges, which can then be refined and optimized for the content strategy. This ensures that the content resonates with the target audience while driving measurable results.
Using social proof
As humans, it’s easy for us to trust what others have experienced. This makes case studies and success stories among the most powerful tools for building trust. When potential clients see how others are benefitting from your services, they will follow suit.
Sharing testimonials or real-life examples (in case of a fintech product) of how your financial solutions have positively impacted clients, will also help reinforce your credibility.
The buzzword: Thought leadership
An often-abused term, but when done right, thought leadership is very effective in building trust. When you share an opinion, it means you do have a good understanding of the industry. Providing consistent value is also a way to show your audience that you’re a credible authority in the field.
Effective thought leadership combines innovative ideas with practical execution. Meaning, you don’t just share insights and innovative solutions, you also demonstrate successful implementation. You also share personal experiences around how some of it turned out for you.
By doing so, you position yourself as a go-to expert and earn the trust of your audience.
Building a community on LinkedIn
Building a community means engaging your audience and making them feel like part of your brand. You need to create useful content, offer helpful advice and respond to their comments and messages. The audience will look at you as an expert who looks out for them. It makes them feel more connected to your company.
Not every follower is a customer, and not every customer is a follower. But when you involve your audience in the decision-making process, by asking for input on features, blog titles, or offers, it creates a sense of belonging. And in turn, people do have a habit of surprising you with brilliant ideas. By implementing their suggestions or acknowledging them, you foster a more community-oriented brand on LinkedIn.
This community can be extended beyond LinkedIn to offline channels, like meetups or small events where possible. This two-pronged approach of engaging with your audience online and offline creates a deeper connection with your followers and builds long-term trust.
Sharing insights with the right context
People appreciate insights that not only sound smart but also resonate emotionally. So if we talk about sharing insights, they can’t be just dry statistics. You need context and relatability in it. For example, instead of stating, “87% of Indians are afraid to invest in digital gold,” you could add a personal touch: “Many Indians are hesitant to invest in digital gold after hearing about someone’s bad experience with a scam app, hidden fees, or fearing they’ll disappoint their parents if they don’t manage their money well.”
Including anecdotes alongside statistics can make the insights more relatable and human. This approach makes the content more engaging and builds trust because you’re showing that you understand the audience’s concerns.
Utilizing different formats
Financial services can often seem impersonal. Video content can humanize a brand and put a face to its name. It can be used for sharing content where complex topics are needed to be explained in an easy-to-understand way. Check out this case study on how we have done it for a VC firm.
Other content types and content formats that work for fintech marketing include:
- Industry trends and insights
- Short videos that break down complex trends, like the adoption of blockchain or AI in finance, can position your brand as a forward-thinking leader.
- Regulatory updates and compliance tips
- Hosting webinars or LinkedIn Live sessions with compliance experts to delve deeper into such topics is a great way to educate your audience and establish your authority.
- Financial literacy tips
- Short how-to guides, fintech newsletters or carousel posts on topics like budgeting, understanding credit scores, or investing basics can boost financial knowledge of the audience and lead to engagement too.
- Case studies
- Use a mix of text-based posts and short testimonial videos to make these stories reliable and impactful.
- Infographics and data visualizations
- Infographics can be created for market growth, consumer behavior, or product performance. Sharing insights from your own surveys or reports establishes trust and builds thought leadership.
Example: Affirm’s approach to thought leadership on LinkedIn
Affirm is a Buy Now Pay Later (BNPL) company based in the US. The company’s LinkedIn presence stands out because it hardly focuses on product-centric updates, but dives into thought leadership. Every month, Silvija, Affirm’s CEO, publishes a concise and impactful LinkedIn newsletter titled No Fine Print.
The content of this newsletter is something that makes it so compelling. She includes responses from Affirm’s surveys which offer insights into the fintech industry. The originality of the content is quite helpful in educating their audience, and it also demonstrates Affirm’s thought leadership in a meaningful way.
Affirm’s strategy of sharing these monthly thought leadership pieces has proven to be a great way to build trust and authority in the fintech space. For any fintech company that’s ready to stand out, publishing their thought leadership content on LinkedIn Pulse can be one way to get started.
Conclusion
The fintech industry is complex and competitive. Trust is the ultimate foundation of any successful business in the industry. Content marketing for fintech gives prominent results when LinkedIn is used as a medium to establish trust.
An effective content strategy that lets you share valuable, transparent, and relatable content, positions you as a credible expert. It can attract the right clients and help foster long-term loyalty. Get in touch with us if you need expert help for LinkedIn content marketing.
