Financial technology has revolutionized the financial services sector with solutions that make it easy for users to access financial services and make transactions quickly and securely. As a result, the fintech industry has seen immense growth with a compound annual growth rate (CAGR) of about 17%.
So how can your fintech business keep in touch with its customer base in this ever-changing landscape?
Public relations can play an important role in helping fintech companies connect with their customers. It can set the narrative and ensure your messages are heard. Let’s look at some practical PR strategies your fintech business should consider.
5 Top FinTech Public Relations Strategies
Clear communication helps fintech firms to shape the perception of their brands in the eyes of the public. For communication to be clear, it has to be two-way. This means that you send out messages to your target audience and receive feedback. You can then act on this feedback to improve your services.
An important element of clear communication is strong and consistent messaging. Ensure that all the messages you put on all platforms have the same tone and voice. They should portray the same image of your brand. Doing so makes your brand more recognizable. It increases its reliability and trustworthiness in the eyes of the public.
For your fintech business to communicate clearly, you must understand who your target audience is. This way, you can create a value proposition that appeals to them.
Do you want to stay ahead of the curve? Give your consumers something that they’re not getting anywhere else. You can achieve this by publishing quality content on all platforms.
High-quality content is content that’s useful, comprehensive, educational, actionable, accurate, and answers readers’ queries.
Here’s how to create good content:
- Humanize your messages: Ensure every message has a personal touch.
- Use visuals: A right mix of images and videos to make your content more engaging.
- Be concise: Keep your messages short and to the point for easy understanding.
- Back it up with research: This will make your content more authoritative.
- Answer common questions or issues: Let the audience know that they can rely on you for information.
The Right Channels
If you want to increase your brand’s visibility, you must make use of the right channels. Choose the platforms where your target audience is most active and engage with them there.
How do you know which channel is the right one for your fintech firm? Analyze the behaviors of your target audience. Which channels do they use/listen to most? If you’re targeting millennials or Gen Zers, look at social media platforms like Instagram, Facebook, Twitter, TikTok, etc. On the other hand, if you’re looking to reach professionals and business owners, LinkedIn could be the right platform.
Don’t use a one-size-fits-all approach when choosing the best channels for your PR messages. Use paid, earned, social, and owned media to maximize your reach.
The Perfect Pitch
You need to consistently work with influencers and journalists to get your story covered. With so many fintech firms competing for the same space, what kind of pitch should you send to grab their attention?
First, ensure that your pitch is concise and interesting. Also make sure it’s not over-promotional or spammy. Your pitch must clearly explain why the journalist should cover something related to your fintech business.
Assume that anyone you pitch to is swarmed with hundreds of pitches that they must filter through to find one that’s worth their time. So make sure your pitch grabs attention within the first sentence.
Other things that make a perfect pitch include:
- Focus on the benefits of your services: Why should your audience care about your brand? What will they gain from using your services?
- Provide relevant data: Journalists love hard facts and figures. Provide them with the research you’ve conducted to back up your claims.
Contact Influencers and Journalists
Once you have the perfect pitch, it is time to contact an influencer or journalist who can help widen your reach. Make sure you research who they are and what kind of content they create before you reach out to them.
Personalize your messages as much as possible so that the person you’re contacting can see you have taken the time to understand their interests and preferences. Also, don’t forget to include all your contact information in case they want to follow up with you.
Build a rapport with the said journalists or influencers long before you contact them to make it easy for them to identify your pitch. You can do this by sharing or interacting with their posts regularly.
Having a fintech PR strategy positions your brand for success in the long run.
Do your research, use relevant channels and influencers who are familiar with the fintech space, create an interesting pitch, and you will be one step closer to achieving your desired results.
Lastly, work with PR experts. At the Hoyt Organization, we understand the best strategies to put your name out there.