How to Successfully Market Your FinTech Brand on Social Media

Using social media to market brands is no longer just a game for those within the B2C world. With a combined total of 4.2 billion users across all platforms, social media also represents a virtual goldmine for B2B marketing. 


That said, with so many new platforms developing and potential customers up for grabs, you can bet there’s fierce competition from thousands of other B2B brands looking to develop their social media content strategy and turn leads into sales. 


With the rapid development of social media platforms and numerous businesses out there contending for social media users, you may be wondering, how do you market your business on social media in a way that makes an impact? 


To help you stand out from the crowd, there are a few tried and tested strategies you can use to improve your B2B and FinTech marketing potential on social media. 

#1 Set Clear Goals

Have you ever gone to the supermarket without a shopping list? So, you’ve just wandered around picking up things at random? In the end, you have a trolly full of impulsive buys, and yet you still forget to pick up that one thing you came in for? 


Well, that’s the importance of planning, and the same goes for any social media content strategy. If you haven’t set yourself clear goals, you have nothing to work towards or measure yourself against,  and you won’t have any real idea of when you’ve hit targets. 


When looking at your 2022 social media content strategy, you need to set reasonable and manageable goals from the start.


A good way to do this is by setting SMART goals. This acronym stands for:


Avoid writing down vague goals such as ‘to increase followers’. Why? Because you haven’t addressed how to increase followers. Or what platforms are relevant to your target audience and will help you boost visibility. 



Your goal must be measurable, otherwise, you won’t see any progress or failure. 


For example, “To generate 10 new LinkedIn connections each week by posting once a day.”


This is a good example of a measurable goal because you can see your interactions on the website and it will show you how many connections you’ve received.  



Although it’s good to be optimistic, sometimes you must be sensible and ask yourself, is your goal achievable or borderline impossible? 


For example, saying you’re going to publish 10 articles a week may be a challenge if you’re a start-up with a small content team. 


However, this can be made achievable if you’re a bigger team with more people. Either way, you must make your goals achievable and not impossible. 



Again, this looks at whether your short term goal is reasonable enough to support your long term goal. More importantly, is it realistic and result based? 



Putting a time restriction on your goals is a must. Without deadlines, the work may never get done, so try to settle on a reasonable time limit per goal. 


An example of a SMART goal can be: 


“To increase engagement by posting thought leadership content on LinkedIn once a week.” 


This goal is: 

So, your social media marketing goals must be SMART to achieve your overall brand’s vision and help you generate leads. 

#2 Understand Your Audience

When figuring out how to generate leads on social media, the first place to start is by understanding your target audience:

Considering these questions will help you create a strong social media content strategy that is guaranteed to get the best results. 


One of the best approaches you can take in this regard is creating a customer avatar. A customer avatar is a hypothetical “perfect customer” – the exact person you’re trying to sell to. 


Having this avatar allows you to dive deep into their persona to find out who they are, their challenges, and how you can help them. 


By understanding your target audience so intimately, you can tailor your content to things that relate to them, then direct them to your business. This use of empathy is a pivot from traditional B2B marketing because we’ve started to wake up to the fact that, even though you’re selling to businesses, those businesses are still run by people who have wants and needs. 

“They [customer avatars] have become increasingly recognised in the B2B space, especially when marketing technology. So I think that a trend that’s definitely going to be carried into 2022 is connecting with the person behind the business as opposed to the business.”


Kathryn Strachan, Managing Director of Copy House.

#3 Prioritise Social Selling Over Hard Selling

It’s important to understand that the entire sales process in the B2B sector is much longer than in the B2C sector. 


It’s easy to see why this is the case. B2C buyers are more impulsive – they can go online, find something they like, and purchase it on the same day. 


They don’t need to consult with multiple departments or assess budgets like B2B businesses do. In fact, the average buying cycle of a B2B business can last anywhere from 6 to 12 months – which is exceptionally longer than B2C transactions. 


Due to this long decision-making process, hard-selling alone is not the best social media content strategy for B2B and FinTech brands. Why? Because it will sound repetitive, and your services will lack context. 


After all, why should a business invest in your services if they know nothing about it? The blunt answer is, they wouldn’t. 


Instead, you need to show your audience why they should invest in your FinTech brand and why they should choose you over your competition. That’s where social selling comes in. 

What is Social Selling?


The idea of social selling is to improve your brand recognition and industry credibility by showcasing your culture, values, and expertise with different kinds of online content. 


For example:

If you can utilise different kinds of content to create a deeper relationship with potential leads, then you’ll have already created a good impression in their minds. So, even if they are not interested in your service at the time, when the time finally comes for them to choose a FinTech service to help them, your brand is first in mind. 


Many companies are starting to wake up to social selling as a marketing strategy. In fact, 31% of B2B companies say that building deeper relationships with clients has helped them drive sales. 


Here at Copy House, we count ourselves as proud members of that 31%, employing an 80/20 split between social selling and hard selling for our own marketing material.

“Having this constant flow of content keeps our potential customers educated on who our brand is and what we do. So, let’s just say in four months, or in eight months time, they’re ready to purchase, they’ll think, “oh yeah, I know Copy House, I know that they produce thought-provoking content for technology and FinTech brands and I’m a technology or FinTech brand that needs content”.”


Kinga Kusak, Marketing Manager at Copy House

#4 Choose Your Social Media Platforms WisEly

When creating your FinTech marketing campaign, it’s important to remember that not all social media platforms are going to be worth your while.


While sites like Instagram and Facebook offer business profiles with attractive features, they’re probably not the best places to market your FinTech company. In other words, people don’t tend to use these sites to find financial tech solutions. 


Instead, focus on social media sites like:

These four social media platforms offer your brand unique ways to reach your target audience and get your content marketing efforts out there.


It’s important to remember that each platform is better suited to different activities. As we briefly mentioned above, Twitter should be used for short, day-to-day updates, events, and achievements. 


Twitter is like the appetiser of social media platforms – it’s there to grab people’s attention and direct them to your other content. It’s also a great way to instigate conversations within your industry and get people talking. 


LinkedIn, on the other hand, should be treated differently. First of all, you should publish less often to ensure your posts don’t compete with themselves. In terms of content, LinkedIn gives you more space to produce in-depth industry and company updates, advice, and important announcements.

#5 Find Your Target Audience in Dedicated Groups

The beauty of social media is that it’s all based around making connections, allowing you to seek out dedicated groups and demographics. 


The first major advantage of this approach is that you can seek out businesses and individuals that might be interested in your brand, connect with them, and begin to build a relationship that could lead to sales. 


On top of that, you can also expand your professional network by connecting with other FinTech businesses. 


Building professional relationships could lead to future opportunities, like collaborations, insider tips on upcoming industry trends, and an all-round improvement to your professional reputation. 


Book a Meeting With FinTech Marketing Experts

There are a lot of different approaches when it comes to FinTech Marketing and developing a social media content strategy that works. The important thing is to choose the strategy that can best reach your target audience, then accurately reflect your company and its values.


At Copy House, our expert marketing team will work closely with your brand to define your customer avatar, devise a marketing strategy, then produce content that will generate leads and boost sales. 

Get in touch with our team today and book a free 30-minute consultation to see how we can help grow your FinTech brand.