Mastering Efficient Second Advertising and marketing Methods To Win In Fintech


All of us who grew up in India affiliate butter with Amul. And the second you consider Amul, what’s the very first thing that involves thoughts? Sure, it’s the long-lasting Amul Butter woman, who graces banners and commercials in all places along with her witty takes on present occasions. The Amul model has achieved legendary standing, due to its ingenious second advertising and marketing campaigns.

However you may be questioning if it’s attainable to create such a robust model recall in your fintech model. Nicely, the reply is a powerful sure. Second advertising and marketing is particularly efficient for fintech corporations because it captures the eye of tech-savvy customers and drives engagement. Let’s take you thru the fascinating world of second advertising and marketing and present you ways some fintech manufacturers are killing it on the market.

On this article, we’ll discover eight second advertising and marketing methods that would make it easier to develop into the subsequent Amul. And don’t fear, we’ll present real-life examples as an instance how every of those methods may be utilized within the fintech context.

So, what are we ready for? Let’s dive proper in.

Technique #1: Keep on prime of trade tendencies and educate prospects on essential monetary information

Stay on top of industry trends and educate customers on crucial financial news
Let’s take a look at Goodcover, a digital co-op renters insurance coverage supplier within the US. Goodcover understands the significance of aligning its messages with related moments within the insurance coverage and housing sectors. The corporate offers month-to-month information updates and shares useful sources to maintain its viewers knowledgeable in regards to the newest developments in insurance coverage and housing. The updates summarize necessary research and studies, highlighting key findings related to their viewers.

For instance, in its June 2023 recap, Goodcover acknowledges the affect of coverage adjustments, such because the resurgence of hire management in numerous cities. It acknowledges completely different viewpoints from actual property boards and builders, emphasizing the significance of staying knowledgeable about coverage adjustments within the viewers’s native space.

Moreover, Goodcover affords sources and academic content material for renters. For example, it shares articles about renters’ rights from trusted sources like NPR. By offering academic content material, Goodcover empowers its viewers with information to navigate the complexities of the housing market.

The corporate acknowledges the affect of local weather change on insurance coverage and housing. It mentions how excessive climate occasions have an effect on insurance coverage protection and encourages renters to think about the situation they select. Goodcover additionally highlights the significance of supporting corporations and politicians dedicated to sustainability objectives, particularly as many insurance coverage corporations are inclined to withdraw from sustainability initiatives.

Goodcover is a good instance of how a fintech model can actively keep knowledgeable, construct trustworthiness by sharing dependable information, and supply precious insights to its viewers that assist them make educated decisions.

Whereas attempting out this technique, you may wish to make it possible for your message is reaching the suitable viewers on the proper time. For instance, if this can be a month-to-month publication with time delicate information then it’s useful for the purchasers if it reaches them on time. Electronic mail newsletters are a good way to succeed in your target market on the proper time. It’s additionally one of the vital worthwhile advertising and marketing channels. Analysis exhibits that e-mail advertising and marketing drives an ROI of $36 for each greenback spent.

We at WebEngage can assist enhance the success of your e-mail advertising and marketing. With our intuitive drag-and-drop designer and customised person insights, you would craft essentially the most compelling emails that enhance your attain and guarantee considerably increased open charges. And the extra prospects you attain, the upper your probabilities of engagement, retention, and conversions.

Technique #2: Leverage present occasions to point out your adaptability
Leverage current events to show your adaptability
Present, a New York Metropolis-based cell banking service supplier, is aware of that to actually stand out from conventional banks, it should leverage the ability of second advertising and marketing. Its method entails tailoring advertising and marketing messages to real-time occasions or tendencies. Present has mastered the artwork of second advertising and marketing to spotlight its distinctive worth proposition and outshine conventional banks.

For instance, throughout the pandemic, it seized on the rising pattern of financial institution department closures and transferring in the direction of digital banking to place itself as a contemporary fintech answer. The corporate highlighted a major enhance in its member base in 2020, indicating that prospects are embracing the comfort and accessibility of digital banking. By aligning itself with a major second in world historical past, Present demonstrated its capacity to adapt to altering shopper preferences, setting itself other than conventional banks.

Technique #3: Spotlight your presence in actual prospects’ monetary and life success tales

Highlight your presence in real customers' financial and life success stories for moment marketing

Present does second advertising and marketing so properly that we couldn’t cease at one instance. One other occasion of Present’s second advertising and marketing initiative may be present in its weblog’s “Objective Getters” part, which highlights actual members’ skilled journeys and the way Present has helped them.

Within the piece that includes artist and trans girl Kimora’s story, Present embraces range and breaks down limitations. The corporate’s that includes Kimora brings authenticity and relatability to its second advertising and marketing marketing campaign. Present connects with its viewers on a private degree by highlighting an actual individual’s journey and progress with their model.

Kimora’s objective of placing out her first album aligns completely with the current music trade panorama. Present acknowledges this second and highlights Kimora’s pursuit of her music profession, capturing the eye of these serious about supporting rising artists.

The fintech agency emphasizes Kimora’s identification as a proud trans girl. It highlights her mission to interrupt unfavorable narratives and encourage others. This second advertising and marketing technique helps the model align with the continued cultural dialog surrounding inclusivity, range, and illustration.

Present showcases the way it helps Kimora’s aspirations by offering saving pods tailor-made to her objectives, reminiscent of school, engineering, and music manufacturing. This demonstrates the model’s dedication to serving to its members obtain their desires.

By sharing Kimora’s recommendation to maintain engaged on facet hustles to satisfy desires, Present faucets into its target market’s entrepreneurial spirit and ambition.

Technique #4: Leverage on necessary monetary dates to tell, educate, and join

Leverage on important financial dates to inform, educate, and connect for moment marketing

AngelOne, a outstanding stockbroking agency in India, cleverly leverages seasonal occasions as a part of its second advertising and marketing technique. Just lately, it launched a fictional character named Teja Bhai, an academic determine informing folks about present monetary tendencies. In an Instagram submit, Teja Bhai explains the significance of tax submitting because the Indian deadline approaches on July thirty first.

By creating Teja Bhai, AngelOne goals to seize the eye of its viewers throughout vital occasions, reminiscent of tax submitting season, when people are actively in search of steerage and data. Teja Bhai’s position as an academic spokesperson permits AngelOne to have interaction with its customers in a relatable and informative method.

Using this character additionally provides a contact of leisure, humor, and storytelling to the monetary training course of. This helps make advanced monetary ideas extra accessible and fascinating for a wider viewers.

Via this second advertising and marketing technique, AngelOne demonstrates its dedication to offering related and well timed monetary training. By using seasonal occasions, reminiscent of tax submitting deadlines, it successfully connects with its viewers and positions itself as a trusted supply of data. The introduction of Teja Bhai provides a novel and memorable aspect to its advertising and marketing efforts, serving to differentiate AngelOne as a memorable, useful, and witty model within the aggressive stockbroking trade.

Whereas Instagram is a good way to succeed in your prospects, not all of them may be there. The wisest resolution could be to go for an omnichannel advertising and marketing technique that ensures your second advertising and marketing campaigns attain your customers on the proper time. With WebEngage’s omnichannel marketing campaign administration instruments like Journey Designer, you would run your campaigns on autopilot and make sure that your messages attain the utmost attainable customers by means of the channels of their choice. In any case, there’s a cause why 800+ world manufacturers select to create their omnichannel advertising and marketing campaigns with WebEngage.

Technique# 5: Capitalize on popular culture moments to construct relatability and relevance
Capitalize on pop culture moments to build relatability and relevance
As a fintech firm, staying related means capturing your viewers’s consideration in eye-catching methods. And what higher means to try this than driving the popular culture wave? CASHe, an Indian credit score lending app, has masterfully capitalized on a well-liked tradition second to create participating and relatable content material for its customers.

Anupama, successful Indian TV sequence that chronicles a lady’s journey in the direction of self-discovery and dwelling life on her phrases, is utilized by CASHe to impart precious classes on monetary independence. By associating the model with this in style TV present, CASHe faucets into the keenness and curiosity surrounding Anupama, successfully capturing the eye of its target market.

Within the present, Anupama’s evolution resonates with viewers, highlighting the significance of economic empowerment and making sensible cash selections. In an Instagram submit, CASHe highlights the teachings and insights viewers can glean from Anupama’s experiences, showcasing her as an inspiration for reaching monetary objectives and private progress.

This second advertising and marketing technique creates a related and relatable connection between CASHe and its viewers. By aligning with a broadly watched TV sequence, CASHe positions itself as a monetary ally, able to information customers towards monetary independence and success. By weaving monetary astuteness into the material of in style tradition, CASHe demonstrates its understanding of its viewers’s pursuits and aspirations, making the trail to monetary freedom really feel thrilling and attainable.

Technique #6: Align with social causes to construct an genuine model identification

Align with social causes to build an authentic brand identity for moment marketing

Affirm, a shopper lending firm, makes use of second advertising and marketing to showcase its dedication to social causes, significantly supporting the LGBTQIA+ group. Throughout Pleasure Month, Affirm’s LGBTQ+ ERG co-leads shared their views on LinkedIn in regards to the significance of Pleasure, their efforts to empower others locally, and the way they have a good time Pleasure all year long.

The co-leads expressed that Pleasure is a strong event, empowering LGBTQIA+ people and allies to unite with out concern and have a good time their distinctive identities inside the group. They emphasised strengthening bonds amongst Affirmers (staff of Affirm) and the broader LGBTQIA+ group. Moreover, they acknowledged the continued work to construct a extra equitable world by persevering with the legacy of the LGBTQIA+ motion. Of their roles as co-leads of the LGBTQ+ ERG at Affirm, they strived to foster an inclusive setting the place all Affirmers can carry their genuine selves to work throughout Pleasure and all year long.

This dedication to making a welcoming group aligns with Affirm’s values of inclusion and management. The model highlights its assist for the LGBTQIA+ group and emphasizes its dedication to constructing an accepting office tradition. By participating with Pleasure Month and selling ongoing inclusivity, Affirm demonstrates its dedication to social causes and is an ally to the LGBTQIA+ group.

Technique #7: Ship content material in media format most well-liked by your goal demographic

Deliver content in media format preferred by your target demographic

Robinhood, a platform for investing within the inventory market and cryptocurrency, makes use of its podcast and publication to bond with its customers. Robinhood positions itself as a pioneer in democratizing inventory market investing by eradicating fee charges. This method aligns with monetary inclusion and accessibility, making it a related and well timed message for his or her target market.

Robinhood has created a each day 3-minute publication and a 15-minute podcast referred to as the “Robinhood Snacks.” These mediums present digestible monetary information, preserving in thoughts its younger shopper’s busy existence. By providing each written and audio codecs, Robinhood ensures that its content material may be consumed throughout completely different instances, reminiscent of within the morning or throughout commutes or exercises.

The publication and podcast present academic worth by delivering monetary information and insights, empowering listeners and readers with information in regards to the inventory market and cryptocurrency. The podcast serves as a trust-building device, permitting customers to listen to the voices behind the model and develop a private connection. The model’s distinctive content material advertising and marketing technique units it other than the competitors and makes it extra memorable and approachable.

When prospects hear the voice of the podcasters each morning or learn their bite-sized content material each day, they’re certain to recollect the model. So when these similar folks take into consideration investing, who do you suppose they’ll doubtless select? That is the worth of capitalizing on the right-moment advertising and marketing technique to construct model recall, loyalty, and conversions.

Technique #8: Give attention to real-time social listening to drawback resolve and set up relationships
Focus on real-time social listening to problem solve and establish relationships for moment marketing

Monitoring social media conversations in real-time is essential to profitable second advertising and marketing. Manufacturers like CashApp, a well-liked cell fee service, actively have interaction with their viewers on platforms like Twitter, responding to person inquiries and shocking prospects with spontaneous giveaways. This real-time interplay helps construct model loyalty and positions the model as approachable and customer-centric.

By being responsive and fascinating on social media, CashApp creates significant connections with its viewers, fostering a way of belief and affinity that finally contributes to its success in second advertising and marketing.


Second advertising and marketing is a strong technique to join along with your viewers and amp up your model engagement. However keep in mind to maintain it actual and keep constant along with your model persona throughout all platforms. You can go for being humorous or preserving your customers up-to-date with the most recent popular culture phenomenon. Or you would take the route of being useful with high quality content material in numerous codecs.

No matter path you select, simply keep in mind one factor: prospects dig it after they really feel such as you’ve acquired their again. So, whether or not it’s by means of quirky characters or informative podcasts, be sure to’re serving up one thing precious. Don’t leap on a pattern only for the heck of it, and severely, don’t attempt to be one thing you’re not. Individuals can sniff out fakeness from a mile away!

Efficient second advertising and marketing can take your model’s attain to a complete new degree and make you unforgettable. These manufacturers we talked about earlier proved it’s completely doable. So go forward, seize the second, however all the time keep true to your self and your superior patrons.

Do understand that your second advertising and marketing marketing campaign turns into much more efficient when it’s complemented with a strong omnichannel technique or e-mail advertising and marketing marketing campaign. And in the event you need assistance with these, then keep in mind that WebEngage is only a dwell demo away.


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