Fintech firms might hesitate to market on social media. And there’s no shortage of reasons why:
- The content your firm generally creates doesn’t translate well to Twitter posts and Facebook stories.
- Social media takes time and effort you might not have.
- Some fintech firms even worry that a social media presence could make them seem less professional to their more discerning (read: wealthier) clients.
But the truth is, fintech firms need a social media presence as much as any other business – because social media is where the people are.
Here are a few ways you can market smarter on social media.
Tweak Your Content
Fintech is a data-driven industry. You’re playing a numbers game, which means much of your content will involve charts, graphs, data points and other “hard” information.
But some of it might fly right over your audience’s head if you’re not careful.
Make your content more social media-friendly. Think infographics rather than white papers and personalized stories rather than case studies. Your goal on social media is to introduce your brand and get the conversation started. The heavy content will come later, to those it fits best.
Find Some Familiar Faces
For many people, fintech is a somewhat foreign industry. Thus, it can help to market it with someone recognizable.
Plenty of fintech firms are having success using influencers in their social media campaigns. It adds familiarity to an unfamiliar concept and gets people excited about an industry that’s not particularly known for being “sexy.”
As a small business, you’re probably not going to get Snoop Dogg to introduce your peer-to-peer lending service or one of the Kardashians to explain how crypto works – and that’s OK. Even someone mildly familiar to your target audience can have a big impact on your social media success.
Hit the Right Channel
When we talk about social media, most people’s minds go to The Big 3: Facebook, LinkedIn and Twitter. But there are plenty of other channels out there, and it’s important to find the ones that resonate best with your brand.
The first step to finding the right platform is to know exactly who you’re marketing to. Each social media network has a different set of demographics. When you find a match, you’ve found your people.
It’s OK to use multiple channels to connect with different subsets of your target audience if you have the time and the budget, but don’t overstretch yourself trying to catch every whale in the ocean. It’s best not to sacrifice quality for quantity.
Engage in Two-Way Conversations
Social media is social. It’s right there in the name. And in order to be social, you have to create a dialogue. You’re not talking “at” your audience; you’re talking to them.
Two-way conversations are important for any business, but even more so for fintech firms. Your audience is going to have questions about your service. They want to understand who you are, what you do, and why, out of all your competition, you are their best choice.
Be responsive to messages and comments and make a commitment to regularly engage with your followers. Fintech has a reputation for being cold and impersonal, so never miss a chance to humanize yourself and your brand.
Don’t Miss Out on Social Media!
When it comes to social media marketing, fintech firms have a harder time of it than most. The industry isn’t necessarily conducive to many of the “fun and flirty” networks and can easily get lost in the sea of competition.
Done correctly, however, a little effort will go a long way.
We get it. Social media can be difficult. Mischa Communications will deal with the details while you deal with what really matters. Let’s get you on our schedule.