Navigating Fintech in 2024 with social media

It’s 2024, and the world of Fintech is buzzing with new trends, insights, and challenges.

As the Fintech B2B marketing conference revealed, social media is at the heart of Fintech marketing, offering brands a platform to connect with audiences in genuine ways. Let’s dive into the key takeaways from the conference and explore what they mean for your social media strategy.

The shift towards Human-to-Human (H2H) marketing in the Fintech space is gaining momentum (Not a new phrase, I know, but often a challenge for B2B brands to tackle).

It’s about making genuine connections and having real conversations. Forget the jargon and robotic replies—it’s time to focus on what truly resonates with people.

Emotion-driven marketing is not just a trendy phrase; it’s what, according to the event poll, CMOs are focusing on. GWI data tells us that Security and Productivity are high on the list of important attributes, with audience percentages of 64.4% and 63.8%, respectively. This reinforces the idea that buyers are looking for brands that connect with them on a human level, addressing real concerns, not just pushing tech.

A great way to foster these connections is by engaging in real-time. Don’t just broadcast messages; engage with your followers, answer their questions, and join in their conversations. It’s like having a chat with a friend who actually listens. Platforms like LinkedIn are perfect for this, especially the live video feature, allowing you to be more personal and interactive. Looking at fintech Buyers at large enterprise companies we can see from their actions that they over index for watching video on LinkedIn at 204.8. Suggesting that this platform is a crucial tool for creating those human-to-human connections.

So, it’s time to step away from the corporate speak and get real with your audience. Talk to them, listen to their concerns, and offer solutions that make a difference. It’s the simplest way to connect with people on a human level and build lasting relationships.

“Why?” was the word of the conference

Building trust through social media is a must in Fintech. Sprout Social’s report indicates that 68% of consumers are more likely to trust a financial brand with a strong social presence – the same is true in B2B. This means your strategy needs to focus on authenticity and connecting with your audience on a deeper level.

To build this trust, start with the “why.” Why should customers choose your brand? What sets you apart from the competition? Don’t just list product features; instead, talk about the benefits for your customers and how you can solve their problems. This was part of the conversation thread from every speaker at the conference. So it is important

Address your customers’ pain points and show that you understand their needs. When you focus on what matters to your audience, you build a relationship that goes beyond business.

Share stories that resonate with your customers and offer solutions to their challenges. It’s about connecting with people on a human level, not just pushing products. By focusing on the “why,” you can create a social media strategy that builds lasting trust and keeps your audience engaged.

Think trust as your cornerstone

Thought leadership is crucial in Fintech marketing. To establish your brand as a trusted source of insights and information, you must go beyond catchy slogans and focus on creating content that offers real value to your audience. According to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report, 54% of decision-makers and 52% of C-level executives spend over an hour a week consuming thought leadership content. This shows the demand for high-quality insights.

Effective thought leadership isn’t just about producing content; it’s about engaging with your audience in meaningful ways. You need to respond to comments, ask questions, and join discussions to establish your brand as a credible voice in the Fintech community. This requires consistent interaction and a deep understanding of your audience’s needs.

The report found that 73% of decision-makers believe thought leadership content is a more trustworthy basis for assessing a company’s capabilities and competencies than traditional marketing materials.

Another key finding is that thought leadership can influence B2B buyers to explore new solutions. More than 75% of decision-makers said that a piece of thought leadership prompted them to research a product or service they hadn’t considered before – driving curiosity and encourage buyers to explore.

It really is your silver bullet to building trust, driving sales, and positioning  your brand as a trusted source of information.

So, what’s the future for Fintech and social

According to the conference, it’s all about embracing thought leadership, building relationships, stakeholder collaboration, and using data-driven insights to guide your strategy.

Dive into the full report on the Fintech B2B Marketing conference to understand how these elements can shape your marketing strategy and keep you ahead of the curve.

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