7 种基本金融科技营销策略 + 示例

In 2025, there are about 381 fintech unicorns worldwide, valued at over $1.1 trillion. This includes both private and public companies worth $1 billion or more.

These unicorns make up just 1.27% of the total fintech market, which has over 300,000 startups globally.

Plus, competition grows daily, especially as Gen Z enters the finance market. How can you improve your chances when the odds are tough? Remember, 75% of venture-backed fintech companies fail in their first year.

This is where an effective fintech marketing strategy matters. A good plan helps you gain traction and compete well in fintech.

Here are the top fintech marketing strategies to increase customer motivation and engagement. 

1. Run paid ad campaigns
2. Create valuable content
3. Be present on LinkedIn
4. Optimize for search engines and AI
5. Launch email campaign
6. Start an affiliate program
7. Implement gamification

Let’s begin with a quick overview of fintech marketing.

What is fintech marketing?

Fintech marketing involves a set of strategies tailored to promoting financial technology firms. These companies leverage new technology to enhance financial services for consumers.

The right fintech strategies help you connect with customers and improve interactions. At their core, these strategies aim to:

• Increase traffic to your app or website
• Foster customer loyalty and build a strong community
• Expand your financial service offerings
• Streamline customer acquisition, leading to more sales and revenue growth
• Create opportunities for user-generated content and brand advocacy

Fintech content belongs to the YMYL (Your Money or Your Life) category. So, it needs more fact-checking and expertise to boost your marketing communication.

Marketing strategies for fintech companies to adopt

We'll explore the most effective fintech marketing strategies now. These strategies can help fintech companies like yours succeed. Here's a closer look at each strategy.

1. Run paid ad campaigns

Paid fintech ads help you reach potential customers who want your services. These targeted ads let you focus on the right audience. This way, you’ll have a better chance of turning them into paying customers.

Think of yourself as a fintech company. You want to draw in new clients who are looking for:

• Cross-border payments
• Checking currency exchange rates

With targeted ads, you can focus on these people and send your message right to them. This raises the chances of turning them into customers.

One way to do this is by leveraging interest-based targeting and demographics. You can target forex traders who visit trading and finance websites.

This targeted method helps your message reach people ready to act. This makes it more likely they will respond to your ad.

Moreover, with paid ads, you have complete control over your budget and ad placement. This means you can:

• Set a budget
• Bid on ad space
• Track your return on investment with precision

Using paid ads effectively can enhance your marketing strategy and help you connect with the right customers.

Example: Binance

Binance, a leading fintech unicorn, launched a paid ads campaign on Blockchain-Ads to expand their user base. The campaign focused on the Asia Pacific region and lasted for 60 days.

The campaign yielded impressive results:

• Over 4,600 new users onboarded within the first 30 days.

Binance effectively reached their target audience using two key Blockchain Ads' capabilities:

• Blockchain behavior targeting: Analyzes users' on-chain activities.
• On-site interest targeting: Pinpoints users' preferences.

This focused strategy helped Binance expand in three main areas: the Middle East, Southeast Asia, and Eastern Asia.

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2. Create valuable content

Content marketing is the key to winning over your audience in the long run. For success in fintech, you need to work consistently and focus on creating valuable content.

Leading fintech brands owe their success to a diverse content strategy consisting of these types of content:

• Blog posts
• Videos
• Infographics
• Social media updates

Creating engaging content is not just about writing stylishly or adding visuals. It's about crafting a narrative that resonates with your target audience. This narrative should:

• Address their concerns.
• Inspire them to take action.

Fintech companies can use this approach to turn casual visitors into loyal customers. This helps boost business growth and encourages advocacy.

Example: Wise

Wise (formerly TransferWise) uses content as a key growth and brand trust strategy. The fintech focuses on clear transparency, simplicity, and teaching users about fees, processes, and money transfers. This often clarifies what traditional banks tend to hide.

Some key tactics include:

• Comparison articles: Wise shares detailed comparisons with PayPal, Revolut, and traditional banks. It highlights fees, exchange rates, and processes.
• Localized guides: Wise creates practical guides for different countries and currencies. For example, "How to open a bank account in Germany as an expat."
• Product education: Wise reveals the hidden costs of international money transfers. They use simple words and charts to highlight clear, low fees.

This strategy engages users during key moments, like moving abroad or sending money overseas. It builds trust through honesty in an industry where transparency is rare. Their SEO-driven content also supports organic growth effectively.

3. Be present on LinkedIn

Many fintechs are careful about social media marketing, and they have good reasons. Busy platforms such as Facebook, Twitter, and Instagram make it difficult to stand out. Reaching your audience can feel challenging there. Unless you are a B2C fintech, there's almost no reward for investing in these platforms.

However, if there is one social media platform that makes sense to invest in as a B2B fintech company, it’s LinkedIn.

LinkedIn stands out as a haven for B2B thought leaders in the fintech space. Almost every key person, from industry experts to company founders, is on the platform in some way. This concentration of high-level professionals creates a fertile ground for fintech companies to:

• 展示他们的专业知识
• 建立思想领导力
• 建立有意义的联系

如果操作正确， 领英可以带来丰厚的回报。它巩固了其作为金融科技公司潜在客户和交易的主要驱动力的地位。

示例：PayHive

支付处理商PayHive使用LinkedIn与小企业主建立了联系。他们的广告清晰而相关。它显示了普通面包店因竞争对手的付款手续费而蒙受的损失，显示了改为选择PayHive的优势。该广告以清晰具体的数学运算和可视化比较表为特色。

结果：

• 22% 的点击率（行业平均水平的 5 倍）
• 48 小时内有 83 个新注册用户

LinkedIn活动之所以运作良好，是因为它侧重于一个明显的痛点。它还包括具体的数字，并有一个简单的价值主张。这一切都是为了吸引LinkedIn的专业受众。

4。针对搜索引擎和 AI 工具进行优化

ChatGPT、Perplexity和谷歌的人工智能概述等人工智能助手正在改变人们的研究方式。因此，您的内容必须易于访问，而不仅仅是关注搜索排名。

这些人工智能工具有一些SEO原则，但它们更注重清晰度和直接性。这意味着您需要创建清晰、详细的内容来回答特定问题。另外，请检查您的内容是否出现在人工智能驱动的响应中。

目前正在探索的一些策略包括：

• 在您的网站和外部网站上发布有关关键业务主题的有针对性的内容。这可以增加被人工智能工具引用的机会。
• 使用诸如Semrush的品牌雷达之类的工具来监控人工智能搜索结果中的显示情况。
• 不断更新常见问题解答和产品页面，提供精确、有用的答案。
• 专注于高意向话题，即使它们在搜索中排名不高。人工智能工具通常依赖于清晰且结构良好的内容，无论其排名如何。

人工智能系统显示的内容可以全面而有益地回答问题。将内容集中在用户的实际问题上可以提高常规搜索和基于人工智能的发现中的知名度。

示例：谷歌人工智能概述中的明智之举

当你搜索时 “顶级跨境支付应用程序有哪些？” 在谷歌上，《人工智能概览》重点介绍了Wise与Remitly、Revolut和西联汇款等竞争对手的对手。

这表明有关Wise的清晰、结构合理的内容正在受到关注。它不仅可以通过传统搜索找到，还可以通过人工智能驱动的摘要找到。这些摘要在人们如何发现金融科技品牌和做出决策方面起着更大的作用。

金融科技品牌应制作明确回答用户问题的内容。现在，这更加重要，因为人工智能工具会塑造用户首先看到的内容。

5。启动电子邮件活动

电子邮件活动为金融科技品牌提供了 直线 致他们的目标受众。对于那些可能无法以其他方式找到在线内容的人来说，这尤其重要。

通过精心制作有针对性的电子邮件，品牌可以：

• 解决特定的痛点
• 回答用户提出的问题
• 与观众建立信任

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这种联系鼓励用户更深入地探索该品牌的产品。例如，一家专注于加密货币交易的金融科技公司可以设计一个电子邮件活动，其中：

• 向用户提供以下方面的教育 分散投资组合的好处
• 简化复杂的财务概念
• 在潜在客户中建立信誉

因此，用户更有可能与该品牌互动，从而导致 提高转化率和忠诚度。

示例：WealthSimple

加拿大投资平台Wealthsimple开展了高效的电子邮件活动，旨在将注册用户转化为活跃的投资者。

他们的方法包括：

• 一个 欢迎顺序 这以简单的对话语气解释了关键的投资概念。
• 自动提醒 如果用户在中途暂停，则提示他们完成账户设置。
• 清晰的视觉效果和无行话的解释使投资变得容易并建立信任。

重要的是，Wealthsimple 不会让订阅者不知所措——他们发送的内容粗略不计 每周 1.1 封电子邮件，保持持续的接触，同时最大限度地减少疲劳。

他们的一项有针对性的培育活动带来了可衡量的业务影响：

• 净存款创纪录的一个月，
• 20% 的电子邮件收件人通过手机注册，
• 25% 的注册人是新客户。

分段的电子邮件流可以有效地指导金融科技客户完成入职流程。这种方法带来了明确、积极的结果。

6。启动加盟计划

许多金融科技公司不确定是否使用联盟营销。但毫无疑问，它行得通。大约81％的品牌使用联盟计划，平均每花费1美元可获得15美元的返还。

许多金融企业，例如银行和信用卡公司，都使用会员营销。甚至政府和公共银行也与成千上万的合作伙伴合作开展附属计划。为什么？因为联盟营销是 低风险 而且经常带来 丰厚的回报。

联盟计划适用于 按绩效付费 模型（也称为 CPA）。这意味着金融科技公司只有在获得实际业绩（例如新注册或销售）时才付费。这可以帮助他们 省钱，运行更顺畅，竞争更好。

示例：Revolut

Revolut 在这方面做得很好。和 Revolut 津贴，当用户在合作伙伴品牌购物时，他们会为他们提供现金返还或折扣。这些优惠惠及了Revolut的1800万用户，帮助了Revolut及其合作伙伴的发展。

联盟营销非常符合Revolut的目标，即快速增长并与全球顶级品牌合作。这种方法还可以建立忠诚度。用户很乐意坚持使用Revolut，因为他们会获得奖励。

7。实现游戏化

游戏化是金融科技公司最受欢迎的营销策略之一。它的增长速度如此之快，预计全球游戏化市场将受到打击 到 2025 年 300 亿美元!

那么，什么是游戏化？这意味着在常规任务或活动中添加类似游戏的功能。在金融科技领域，它有助于改善用户体验，激励客户并养成良好的习惯。

诸如此类的东西 徽章， 奖励，或 进度条 是让应用程序感觉更像游戏的简单方法。金融科技公司可以从与专业开发人员合作中受益。它们有助于将想法变为现实，并使应用程序更具吸引力。

游戏化可以提高用户参与度并增强您的品牌。在当今拥挤的市场中，脱颖而出确实很重要。

例如：Crypto.com

Crypto.com 在其应用程序的核心嵌入了游戏化，以提高用户在竞争激烈的金融科技行业中的参与度和留存率。

他们的 “任务” 功能 鼓励用户完成任务，例如进行交易、推荐朋友或设置定期购买。作为回报，用户可以获得 “钻石”（一种 “应用内货币”），他们可以用它来解锁 装有 CRO 代币等奖励的神秘盒子，有时价值高达 1,100 美元。

Crypto.com已将其扩展为结构化的金融科技忠诚度计划：

• 20 个级别的奖励，每项都提供越来越多的福利，例如高达0.5％的交易回扣和高达10％的加密余额年利率。
  
  
• 特定任务，例如： “交易 20 美元，赚取 5 颗钻石” 要么 “交易 500 美元，赚取 60 颗钻石，” 激励更深入的平台使用。

这种游戏化方法为Crypto.com的快速增长做出了贡献。金融科技从 2021 年有 1000 万用户，到 2024 年将超过 1 亿—在短短三年内增长了十倍。

Crypto.com 还开展了几项广告活动 使用区块链广告。

总结

金融科技世界非常拥挤，全球有超过30万家初创公司。客户，尤其是 Z 世代，期望更多。本文强调，成功需要的不仅仅是优秀的产品。你还需要一个明智的分层营销策略。

金融科技公司可以通过以下方式吸引、吸引和留住用户：

• 通过以下方式投放付费广告活动 金融科技广告网络。
• 创建有价值的内容。
• 活跃在领英上。
• 针对搜索和 AI 发现进行优化。
• 发起有效的电子邮件活动。
• 启动联盟计划。
• 使用游戏化。

这些策略共同创造有意义的用户体验。

但是营销只是保持领先地位的一部分。金融科技发展迅速。每年，新技术和客户行为都会改变行业。为了保持竞争力，密切关注下一步是很重要的。

👉 请务必查看我们的指南 塑造2025年及以后的顶级金融科技趋势。

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