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  Marketing strategies for FinTech is a different journey altogether, compared to other business ventures. Its journey is peculiar. In a previous article, we discuss three striking marketing strategies FinTechs ought to try in 2022 if they want to stay head above water. In this article, I continue to articulate another three critical marketing pathways FinTechs should employ in 2022.
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  1. Go Bold With Branding
Branding is how you want your audience and competitors to perceive you. The fundamental characteristics of a good brand strategy include: trust, design, strategy, logo, marketing, advertising, identity, etc. If you’re looking to make a bit of a strike with your FinTech marketing, branding is the place to proceed. The first thing (and last thing) that people will interact with is your branding, so you’ve got to make sure it’s ‘killer’. Everything lies and falls on branding. You have to give it your best shot. Branding is what people think of your business. It is your reputation. Your reputation could be – excellence, innovation, class, and so on. Branding could be positive or negative. Some companies are perceived as archaic while some are seen as futuristic.  Branding is usually specific to your company’s culture and the demographics you are targeting. If you are targeting Millennials and Gen Zs, don’t be scared to go audacious with branding. Whether it’s a strong, powerful and imposing feeling you want to depict, or you’re courageous enough to use a huge splash of colour, it is essential to keep things fresh and memorable to avoid the slip into ‘nothingness’. How can you push an effective branding that sells?
  • Use a simplified logo with bold colours that compel attention.
  • Choose a name that depicts what people admire. For instance, the company Tesla Motors is named after an influential and highly revered scientist in the 20th century, Nikola Tesla. Use names that are relatable, popular, or strike an impression to the ear.
  • Let people perceive your brand as audacious in leading the way, solving world problems. Let your message be clear.
  1. Engage, Engage, Engage
Engagement goes beyond posting content daily. Engaging your target audience is another form of marketing strategy with long-term benefits. Marketing campaigns can be one of the most important factors in your long term strategy. Social media engagement takes several forms. It could be replying to a comment in the comments section of an Instagram or Facebook post, a reply to an email or tweet or a conversation on LinkedIn. Many companies fail in this aspect. For some companies, it takes forever to respond to an inquiry.  How can you use engagement as a marketing strategy?
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  • Respond suitably and quickly to customers’ feedback. This will require you to have a social media manager that responds to inquiries. At least, no question should be left unattended for 24hrs. 
  • Maintaining conversation and feeding back to the comments section, tagged pictures or individual tweets is undeniably potent in conveying the message and personality of the company and the staff that work there.
  • Your FinTech company can create a personal experience for your customers and prospective customers to see.
  • Another way to increase brand recognition and promote the company without the conflict of dancy graphics or well-thought punchlines is to ensure that engagement has human-to-human touchpoints. Simply converse in a way that makes your customers comfortable. Simply make your company reach-out personalised. 
  1. Overdeliver When You Can
Overdelivering as a FinTech company is a marketing strategy to apply this year. Overdelivering sends a message to your customers. When you overdeliver, you create an experience your customers can never forget. People remember for long how you made them feel. Overdelivering also means creating an impression in the hearts of people. For instance, good customer service is a way to deliver beyond expectations. There are several ways to overdeliver.
  • Show acts of kindness where necessary and when customers give ravishing recommendations, use them to run your PR.
  • Appreciate customers’ loyalty, sending ‘thank you note after every transaction, or even sending a complementary card on birthdays and festivals is a way of overdelivering. You can give gifts and rewards, such as sponsoring a vacation trip to Dubai.
  • Participate in corporate social responsibility (CSR). For instance, sponsoring a group of indignant children to college or sponsoring a chess game in the slums can create an impression in the minds of people.
  • Be ever ready to lead customers out of problems. Helping customers out of their confusions and troubles through a professional customer service response is a good way to promote your brand.
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This article was first published on 13th March 2022

nnaemeka-emmanuel

Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.


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