1. Proving the value of marketing to senior management
Convincing leadership to allocate adequate budgets for marketing campaigns remains a significant challenge.
Marketers need to provide clear forecasts and ROI projections to justify their spending, but this becomes particularly tricky with digital and paid media, where the outcomes are harder to predict.
2. Bridging the gap between fintech and traditional finance
Many fintech companies struggle to differentiate themselves from traditional financial services, especially when marketing to a wider audience.
Marketers need to articulate what sets fintech apart and why it’s more beneficial, which requires bridging the knowledge gap and overcoming customer scepticism.
3. Content overload
In a content-saturated world, standing out is harder than ever. There is an overreliance on taking the safe route, and creating content in the vein of what’s gone before.
Resist this! If you’re not standing out then you’re blending in. And if you don’t engage a prospect first, you can’t ever hope to educate them.
4. Internal misalignment
As fintechs scale up, internal communication becomes more complex. Misalignment between marketing, product, and sales teams can lead to inconsistent messaging and resistance from sales teams when engaging with marketing content (e.g. sharing posts on social media).
Marketers need to ensure all departments align to effectively tell the brand’s story and meet customer expectations.
5. Gatekeeping and partner collaboration
When fintech companies expand to new markets, they often need external partners or agencies to support their marketing efforts.
However, internal team members may act as gatekeepers, slowing down the onboarding process and delaying campaigns. Navigating internal politics and securing buy-in for external collaboration is a frequent challenge.
6. Proving attribution in the sales cycle
In fintech, marketing and sales teams are often at odds when it comes to taking credit for leads. Sales teams frequently claim ownership of conversions, making it difficult for marketers to prove their value.
Multi-touch attribution models and better integration between RevOps and marketing can help resolve this ongoing struggle.
7. The decline of digital marketing’s effectiveness
Marketers in fintech are noticing that digital marketing is becoming less effective compared to other channels like content, email, PR, and events. Signal loss due to GDPR and privacy regulations has made it harder to track customer behaviour and engagement.
Marketers must adapt by focusing on alternative methods such as community building and in-person engagement.
8. Focusing on purpose before format
It can be easy to jump straight to creative without first establishing the marketing aim and purpose. Marketers often face pressure from internal stakeholders who believe certain formats are inherently effective because they’re trendy or visually appealing.
However, without a clear understanding of the campaign’s objectives - whether brand awareness, lead generation, or conversion optimization - these efforts risk falling flat. Successful campaigns start with strategy, ensuring the chosen format aligns with the overarching goals and delivers measurable results.
9. Choosing where to allocate limited resources
Fintech marketers often find themselves juggling many different responsibilities with limited time, budget, and resources.
Deciding where to invest their energy - whether in content, digital ads, or events - can be difficult, especially when every department expects immediate results. Prioritisation is key but can feel like an impossible task without proper support.
10. Creating evergreen material
Fintech marketers are tasked with creating high-quality, original content that not only engages audiences but remains relevant over time. Finding the balance between timely and evergreen content is key to maintaining long-term visibility.
--
These challenges highlight the complexity of fintech marketing and the need for strategic, adaptable solutions. By addressing these pain points, fintech marketers can better navigate the evolving landscape and drive impactful results.
Want to know more?
We're firm believers in the power of video as part of your content marketing mix. And yet animation is still vastly underutilised. For fintechs, there's no better medium to explain, engage, retain and convert your customers.
If you’d like help creating a killer animation for your fintech, or you’d like to talk to us about getting started, or even want some help in where your video fits within a wider marketing strategy, reach out to us.