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4 Tips to Inspire Trust Through Fintech Social Media Marketing

4 Tips to Inspire Trust Through Fintech Social Media Marketing

Social Media

In a world of fake news and online misinformation, not to mention increasingly sophisticated cybersecurity threats, as a fintech you need to ensure you cut through the clutter and establish your authenticity – It may not seem like the most important thing in the world but research has found 86% of consumers say authenticity is important when deciding what brands they like and support. 

It’s especially important for fintechs, where an ability to inspire trust can mean the difference between sinking or swimming. Think about it: in order for a customer to share personal information, bank account details and their hard-earned savings, they need to feel confident in your product or service and know they are safe in your hands. 

In this blog, we’ll take a look at how you can use social media to demonstrate you:

  • Understand customer pain points and can provide solutions
  • Are experts in your field and possess the know-how customers need
  • Share the same values as your customers and actively pursue them
  • Deliver consistently good customer experiences

Offer support at every stage

If you know where to look, you can gather valuable insights into what your target audience want and what your competitors are up to via the built-in analytics tools offered by social media platforms like Facebook, Instagram, Twitter and LinkedIn. But you don’t need to be a data expert to start scrolling through social media to identify customer pain points and start coming up with solutions. 

For example, Monzo launched their simple 52 Weeks Saving Challenge in response to followers who expressed concerns that they couldn’t afford to save. The initiative, which encouraged people to commit to saving £1,378 in 2021 by putting aside a few pounds each week, not only secured consumer loyalty, it also earned Monzo lots of positive media attention. It may seem like an easy way to engage their followers, but not many fintechs take the initiative to speak directly to their customers through social media. Showing that you know what their problems are, and you have a solution to fix it, all in an engaging and fun way, will have a huge positive impact on your social engagement.

Top tip: The role of marketing is to make an organisation more customer-centric, so make excellent customer service a central part of your social media activity. Constantly monitoring channels in order to answer any queries and questions quickly and openly helps to build stronger relationships and a positive brand perception. Try to make sure you have a dedicated Community Manager or Social Media Manager. This will help you to stay on top of all of your social conversations.

Establish yourself as a thought leader

It’s not just enough being responsive to questions, you have to demonstrate your desire to support consumers by sharing useful content and taking part in conversations. You don’t want to be bombarded with marketing messages, and neither do your customers. 

Take inspiration from B2B fintech Affirm who have done a great job of interspersing promotional posts with thought leadership blogs that are published on their LinkedIn page and mailed out in a newsletter. Having the mixture of the two can help your followers to not feel overwhelmed by sales messages, and also find out how you can help them solve their problem. 

But how do you find where the conversation is? You don’t want to show up still talking about Euro 2020. So to avoid looking daft, you can find conversations to join by monitoring keywords and hashtags that are relevant to your fintech. See what people are talking about and identify where you might be able to offer your expertise. It’ll take a while to get your finger on the pulse, but once you do the rewards will be immense.

Stand up for what you believe in

Authentic Marketing. You’ve probably heard this phrase a million times, whether it's a brand being praised for supporting a great cause, or getting called out for using authentic marketing as a marketing tactic and nothing else. But it is a really great way to win consumer confidence if done authentically. 

By demonstrating a commitment to the issues that resonate with your target audience you can connect with them on an entirely new level. This is so important when you consider that 77% of consumers prefer to buy from companies who share their values. Just take a look at Klarna’s Clothes Love All campaign, which seeks to promote a more inclusive and diverse view of the fashion industry. 

Beware! Do not just jump on any bandwagon that your customers support. Authentic marketing is about being genuinely authentic. You need to choose a cause that resonates with your audience but also matches your fintechs values and beliefs. 

Share success stories 

Social is no longer just a way to tell your friends what you had for lunch. You can also use social media to strengthen your reputation and shape the way people perceive your brand. Research reveals 76% of consumers are more likely to trust content shared by ‘normal’ people than content shared by brands. 

So how do you take advantage of this? Encourage customers to rate and review products and services, and share positive feedback on your channels as these kinds of peer-to-peer (P2P) recommendations can be invaluable when it comes to building trust. Similarly, talk about the steps you are taking to protect people’s data – does your app use end-to-end encryption or two-factor authentication, and what steps are you taking to prevent hackers – sharing these initiatives will reassure consumers.

Need Help?

At Growth Gorilla, we’re experts at all things social, especially when it comes to using it as a force for growth. 

We don't call ourselves an agency. We're a growth machine, and we want to help you leverage that power for greater success. So talk to us. Let us know about your challenges and needs when it comes to social media marketing. Visit our website and schedule a call.

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