June 23, 2024

Mikayla Macfarlane

Serving technology better

Five Reasons Why Your Fintech Marketing Strategy Isn’t Working (and What to Do Instead)

5 min read
Five Reasons Why Your Fintech Marketing Strategy Isn’t Working (and What to Do Instead)

Nearly 30,000 fintech startups are operating worldwide — and many more are on the horizon. From investment apps and payment processors to budgeting tools and blockchain technology, there are so many different ways to step into the fintech space. If you want to stand out from your competition, though truly, you need to make sure your marketing campaigns are on point.

If you’ve been struggling with online marketing, this guide can help. Listed below are five reasons you might not see results from your fintech marketing strategy.

1. You Try to Cater to Everyone

When asked who their target audience is, many entrepreneurs (especially new ones) make the mistake of saying, “Everyone!”

Maybe you can see how everyone could benefit from your fintech company’s app or tool. However, if you try to cater to everyone with your marketing content, you’ll end up not catering to anyone at all.

Being too general with your ads and content makes it hard for people to connect with your brand. As a result, they’re less likely to engage with you since they can’t tell if what you’re selling is actually for them.

What to Do Instead

Be specific about whom you’re trying to reach with your content.

Are you catering to small business owners who need an affordable and convenient payment processing software? Do you want to reach young kids who are learning to budget for the first time?

When you know your target audience, it becomes easier to make decisions about fonts, text, colours, images, and other elements of your marketing materials.

2. Your Message Is Unclear

Even if they know who makes up their target audience, some fintech marketers still make the mistake of using the wrong messaging.

Maybe they sell an app for kids and teens, but their marketing content is full of jargon that only industry experts would understand. That’s not going to work very well when it comes to winning over their ideal customers, is it?

What to Do Instead

Remember your target audience. Ask yourself if you’re genuinely writing to them whenever you write a blog post, social media caption, eBook, or any other type of content.

Some people find it helpful to create avatars, which are highly specific descriptions of members of their target audience. For example, maybe you’re marketing your payment processing app to Sarah, a 35-year-old woman who just opened her own hair salon and needs a convenient and affordable way to accept credit card payments from her customers.

When you’re writing a blog, think about whether or not the content is valuable to Sarah. Would it be interesting and helpful? Would she understand what you’re trying to say and why it’s important?

3. You Aren’t Sharing Your Expertise

Just because you can’t use a lot of technical jargon doesn’t mean you can’t share your expertise and talk about what you know. In fact, you should showcase your expertise and let people know that you’re a credible source of information.

Suppose you aren’t publishing content that provides value and educates your audience or answers their questions. In that case, you’re not going to get a lot of traffic to your website or people interested in your product or service.

Think about it. If you were looking for help with fantasy romance book writing or interior design, you would want to learn from someone who is obviously an expert in their field. Keep in mind, too, that genuine experts know how to explain what they do in simple, plain language.

What to Do Instead

Regularly ask yourself, “How is this content helping my audience?” or “What problem does this content solve?” When you make it a priority to support your target customers and provide value with everything you publish, you’ll see that they’re more likely to engage with your content and your brand as a whole.

4. You Don’t Monitor Your Metrics

You know how important numbers are — you work in the fintech space, after all. Are you paying attention to the numbers related to your marketing campaigns, though?

If you don’t consistently pay attention to key metrics, you’ll have difficulty knowing what aspects of your campaigns are working and which ones need more attention. Instead, you’ll just throw things at the wall and hope they stick.

What to Do Instead

Before you launch a campaign, decide what your goals are, how you’re going to measure progress, and how soon you want to see results (at the end of the month, end of the quarter, etc.).

For example, if you launch a campaign to build brand awareness, you might measure website views or social media shares.

Check-in regularly and keep track of how your campaign is doing, too. Pay attention to the blogs that are getting the most views, the posts that are shared most often, the posts that don’t perform well, etc.

5. You’re Trying to Do Everything Yourself

You’re a busy professional, whether you’re running a small startup or a major fintech corporation. In either case, you likely don’t have time to create and execute a robust content strategy that helps you achieve your goals — at least not without neglecting other important parts of your business.

What to Do Instead

If you’re trying to do everything yourself, you’re probably spreading yourself too thin. You’re probably also not seeing as much progress as you’d like.

Instead of doing all your marketing alone, consider outsourcing to a third party. Partnering with a content marketing agency can give you more time to focus on other aspects of your job (the ones that you actually want to dedicate your time to).


Ideally, you’ll choose an agency that specializes in fintech content marketing. They will have a more in-depth understanding of what your business does and can offer advice tailored to you and your unique needs.

Time to Fine-Tune Your Fintech Marketing

Fintech marketing can be tricky, but it’s definitely not impossible.

Start by evaluating your current marketing strategy and ask yourself (and answer honestly!) if you’re making any of these common fintech marketing mistakes. If you are, don’t panic. That just means it’s time to make some changes!

Follow the tips and tricks shared above to level up your marketing strategy and see better results.

Featured Image Credit: Provided by the Author; Thank you!

Deborah Boyland

Deborah has been providing content marketing to FinTechs for over 5 years, and has a strong passion for ensuring business leaders are equipped with the information they need to market effectively.

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