There’s no shortage of great ideas in the real estate fintech space. As a commercial real estate investor, the innovation that fintech startups deliver to industries that were once manual or lacking blows me away.

For fintech marketing teams, standing out is also harder than ever. According to Exploding Topics, there are 30,000 fintech brands globally. Granted, they are not all direct competition but that’s a tidal wave of rivals clamoring to reach your target audience, your business growth goals, and secure funding to become the next Stripe or Cash App.

That overload makes standing out infinitely harder. But it’s not impossible. Which is why I’ve rounded up this list of great marketing efforts for fintech companies. Use these strategies to break away from the pack and build your market share.

Fintech marketing strategies to stand out in 2024

Let’s get into 31 marketing strategy ideas you can implement today:

1. Content marketing through blogs

Content marketing can be highly effective for fintech brands looking to create awareness and drive website traffic. But how much content is really needed to see results? The answer is – a lot.

Let’s look at an example.

In July 2022, a software fintech company published just 4 new blog posts. As they ramped up helpful content marketing strategies, they began publishing around 18 new posts per month. By the fall of 2023, the company saw significantly increased organic traffic from search.

By continuously adding even more helpful, relevant content — around 34 new pieces every month, this real estate fintech company built a solid marketing funnel to convert site visitors into email list subscribers and new customers.


2. Search engine optimization

Making good content is just the beginning. You also have to make sure it’s what your audience is searching for and that they can find it easily on search engines. This means you should always be working on search engine optimization (SEO) as part of your marketing strategy for fintech.

SEO keeps changing, so you have to stay active to keep your content up there. This might mean doing things like:

  • Rewriting or updating old articles

  • Changing content to fit current hot topics

  • Creating links between related content on your site

  • Making sure your pages use the keywords your audience is searching for

It takes a lot of work, but this is how you get people to visit your site through search engines without paying for ads.

3. Pay-per-click advertising

Pay-per-click (PPC) campaigns quickly amplify content marketing. The best PPC ads drive targeted traffic by putting your content in front of customers looking for software. Over time, as organic rankings improve and target customers become aware of your fintech brand, PPC can be scaled back.

4. Remarketing to software demo visitors

Remarketing is a part of your financial technology marketing strategy to connect with customers who previously engaged with your content. If potential customers sign up for a software demo but for whatever reason didn’t move forward, they might still be interested. Remarketing to this group across channels reminds them of your solution and nurtures leads until they convert to customers.

5. Lead nurture email campaigns

Email marketing campaigns help guide potential customers after initial interest. If you set up automated campaigns that provide valuable content it can help develop relationships with prospects over time.

Lead nurturing - 10x response rate

6. Educational webinars

You can use webinars as part of your digital marketing strategy to demonstrate thought leadership. Just be sure to have compelling topics and a skilled presenter. A speaker who just reads slides isn’t going to cut it.

7. Targeted podcast sponsorships

As a previous podcast host, I understand the value of podcasts within marketing strategies. But– creating your own podcast might not be where you want to focus your fintech marketing efforts at this time. So, what you can do is sponsor existing shows. Consider collaborating with hosts for natural influencer marketing opportunities where the host can genuinely discuss your software.

Google search for podcasts

8. Contribute guest posts to software blogs

Reaching out to other brands with existing customers that are complimentary to your software and guest authoring blogs is another fintech marketing strategy. It’s a win/win if you create valuable content for the collaboration brand and it helps you increase exposure to your target audience.

9. Influencer partnerships

You can apply influencer marketing strategies across any channel. Identify leaders creating fintech videos, posts, or podcasts aligned to your buyer personas. Provide article ideas, data for infographics, or guest appearances in exchange for exposure. Influencer-created content drives significant traffic as followers trust recommendations. In fact, the industry continues to see year-over-year growth with US influencer marketing spend at $7B+ in 2024, according to Statista.

Statista influencer spend

10. Sponsor ad placements on software review sites

You can run ad campaigns on software review sites as part of your customer acquisition strategy.

11. Conversion rate optimization

Improving website conversion paths turns more targeted audience visitors into customers. Don’t overlook this in your marketing tactics. According to CXL Institute, 26%of businesses don’t have a strategy in this area. Use data to find your pages with high exit rates and test redesigns to better highlight your value propositions. Optimize pages for conversion-based keywords, not just traffic. Make it easy for your potential fintech customers with simplified navigation and clear calls-to-action.

Startup Bonsai: CRO strategy
Source: Start Up Bonsai

12. Chatbots on software website

Chatbots can be great, but they can also be annoying and not very helpful. This usually happens when they’re not used properly in a fintech marketing strategy. To make a chatbot really useful, you need to do a few things: make it smart, make sure it works well with your other systems and channels, and choose a design that lets users hide it easily when they don’t want it on their screen. If you get this right, your chatbot can be a big help instead of just being in the way.

Chatbot marketing
Source: Tidio

13. Gamify free trials of the software

Adding game-like features to free software trials can really help get people interested. When you use tools like points and rewards, it makes trying out the software more fun. As part of your fintech marketing strategy, it encourages users to check out all the features. If the trial feels more like an experience than just a sales pitch, users are likely to stick around longer and gives you a better chance to show off what your software can do.

14. Send SMS updates and alerts

When people sign up for SMS messages, they’re okay with getting texts at the right time. By sending them short updates, customized tips, or news about your company, you’re giving them something useful. Text messages feel more personal than emails because they go straight to someone’s phone, which means people are more likely to open and read them. If you only use SMS for really important messages, it helps build a stronger connection with your users.

15. Direct mail marketing to collaboration partners

As part of collaboration marketing, consider sending physical mail, like postcards or small promo items to catch the attention of potential partners. It stands out because it’s something they can actually touch, which can spark their interest. You can make it even better by timing it right and personalizing it. Include a quick summary of how you could work together and add QR codes that link to online info.

16. Media publicity through press releases

Press releases are great for showing off big moments for your fintech company. When you share these announcements, it helps position your top people as experts in the fintech industry. If your story is interesting, it can get media attention and boost your credibility. Smart PR teams use data and their connections in the media to get these stories out there.

most useful PR assets

17. Exhibit and sponsor fintech tradeshows

Being part of important industry tradeshows, whether by having a booth or sponsoring them, is another fintech marketing approach to build relationships with potential customers who are already interested in what you offer. Sponsoring the event can typically get you extra benefits like chances to speak, your brand being displayed more, and so on.

18. Explainer and tutorial videos

Video content is a great way to visually explain your financial services software. These explainer videos quickly show how to use your product how it stands out. Video marketing can also include step-by-step tutorials that make it easier to understand what you’re offering.

value of video

19. Reddit AMAs in software subreddits

You can set up an AMA thread in Reddit groups that match your field. Do NOT use this forum to be promotional. The focus should be on adding value to the community and learning what is/isn’t working.

20. Quora answers about your software

Answering questions about software on Quora is a smart way to connect with people who are actively looking for solutions. By giving useful answers and advice, you can show off your own knowledge. You can also include links to your product pages or blog posts, which adds value and promotes your brand in a subtle way.

Source: Hubspot

21. Lookalike targeting of current users

Lookalike ad targeting uses the data from platforms to find more people who are similar to your current users. The algorithms find new audiences who have qualities like your existing audience, helping you reach more people. Showing relevant content to these ‘lookalikes’ is a great mix of targeting the right people and reaching a lot of them. If you keep focusing on the parts of your audience that respond the best, you’ll see better results in getting conversions over time.

23. Industry keyword paid search

As part of PPC, buying search terms related to financial companies and services makes sure your site shows up for the right searches. Using specific, long-tail keywords helps you reach users who are really interested in what you offer. Set up landing pages made just for them with answers their specific questions.

23. Integrate software with mobile apps

Allow for easy integration of your fintech app with other software apps. Set up a Software Development Kit (SDK) or Application Programming Interface (API) to allow mobile app developers include parts of your software in their apps.

Here are some ways this can work:

  • A payment processing company provides an SDK. App developers can use this in their shopping apps, so users can make payments using the processor’s system.

  • A document signing software offers an API. Productivity app developers can add this to their apps, making it easy to sign documents right inside those apps.

  • A banking fintech app gives mobile developers APIs. They can use these to create mobile banking apps with features like checking balances, making transfers, and deposits, all powered by these APIs.

In short, by making APIs and SDKs available, other mobile app developers can “integrate” your software into their apps. This broadens the reach and use of your software beyond your own fintech app.

Source: Skaleet

24. Social media marketing

Social media marketing on the right channels for your audience should be a part of your content marketing strategy. With so many platforms to choose from, you’ll want to focus your efforts on a few key ones for your target market. According to DataReportal, as of 2022, Facebook remains the most popular platform in terms of monthly active users.

DataReportal social media monthly active users

25. Encourage user-generated app/software reviews

A smart time to ask for a review is right after someone makes a purchase in your app or you’ve helped them out with a support ticket. Make it easy for them by pointing out how simple your app is to use in the review form. You could even reward customers and give a little something extra for people who leave detailed feedback. Always reply fast and honestly to any negative comments to show you are focused on amazing customer service.

26. Hackathons for improving software platform

Hackathons are great for getting developers excited about tackling software problems. First, figure out the main issues that need solving. Then, create customer engagement with prizes, mentorship opportunities, and cool data they can use to create new stuff. Developers team up to make working prototypes, usually in a day or two. It’s not just about finding the best solution; being part of a hackathon is a fun experience and builds a good vibe.

27. A/B test pricing plan landing pages

A/B testing different designs for your pricing page helps you find the best setup. Make pages that speak to different kinds of customers, with the right pricing tiers for them. Try focusing on certain features for each tier, or how the whole deal is valuable.

28. Affiliate promotions with industry partners

Affiliate programs are a great customer acquisition strategy. You can give a cut of the sales to influencers or industry folks who tell their followers about your product. Set up affiliate links that let you see who’s sending the traffic. Make it easy for them by giving materials like clickable text links, banners, and email templates.

Benefits of affiliate marketing for brands
Source: Affilimate

29. Create market trend reports

Writing detailed reports on what’s new and changing in the financial services industry is a great way to build a good reputation and create customer loyalty. Every year, gather info on things like industry changes, new tech, and shifts in regulations. Make these reports available for free as gated content. A well-thought-out report on trends is a customer-centric approach that can help generate new leads and show that your top people are ahead of the curve.

30. Promote customer success stories

Showcasing stories of customers who love your product provides social proof. Talk to your clients about the benefits they’ve seen, like better workflows and or increasing revenue/income, after using your product. Make these stories easy to read and highlight the big wins.

Some ways you can promote these stories:

  • Make detailed case studies and videos.

  • Post quick success stories on social media.

  • Turn parts of these examples into testimonials.

  • Send these stories in emails to potential customers.

31. Highlight awards and analyst recognition

Applying for software awards can really show that your product is top-notch. Look for awards in areas like security, user experience, and innovation, like the FinTech Breakthrough Awards or G2’s Best Software Companies. An impartial report from groups like Forrester or Gartner can also influence potential buyers. Make sure to promote any analyst compliments, software badges, and rankings you receive.

Gartner Magic Quadrant
Source: Gartner Magic Quadrant

Here’s a casual conclusion tying back to your content marketing services:

Wrapping Up

And there you have it – over 30 tactics for making a splash in the crowded fintech space. Using smart targeting, creative campaigns, and customer-focused content, you can break through.

Now I don’t know about you, but coming up with all these marketing ideas takes some work! It’s worth the effort if you really want to stand out. Grab attention and show potential customers why your fintech solution is the right fit for them.

The companies winning in this industry know who they’re speaking to and what matters most to those people. Then, they develop engaging content and digital campaigns tailored specifically to them. It’s not easy, but it pays off when you see the growth and loyalty.

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