In a highly competitive market and continually evolving landscape, digital marketing is key to stay ahead of the game in fintech. From employing content marketing to data-driven decision making, we explore the key points that will elevate your digital marketing efforts and help you stand out in the competitive fintech industry in 2025.
Challenges of Fintech Digital Marketing
The fintech industry continues to growth from strength to strength and certainly isn’t slowing down in 2025. According to Statista, the global user base for fintech has been estimated at over three billion in 2024 – significant usership to be tapping into.
But reaching those opportunities can be a real challenge for those marketing in the fintech world. From start-ups popping up left, right and centre to established businesses monopolising the market, fintech is highly competitive and constantly evolving. Therefore it’s never been more important to have an effective and dynamic digital marketing strategy in this space.
7 Key Steps to a Successful Fintech Digital Marketing Strategy
1. Establish Strong Audience Targeting
Step one for any effective marketing strategy, no matter the industry, should be to clearly define your audience. Who are you trying to reach? Whether it’s a B2B solution you’re capitalising on or a B2C product, you need to establish exactly who you’re looking to reach.
This is particularly important in fintech where competition is fierce. To cut through the noise, defining who will use your product is crucial. Are you marketing an investment app to millennials? A retirement planning tool at retirees? Whoever your audience, just make sure you define them before moving through your strategy to maintain a consistent voice and utilise the right channels.
Not only that but defining your audience also allows you to position your brand – what are you bringing to the highly competitive landscape that’ll help you stand out above the rest?
2. Make Data-driven Decisions
In an industry where technology is king, using data to inform your decisions is a must. One way to do this is to know your industry trends and your competitors. Market research is crucial for any industry, and it’s never truer than for fintech. Whether it’s competition in the creative space or in the search results, using data to inform your decisions is essential to survive in the fintech digital marketing space.
As well as market research in the ideation phase, it’s also crucial you measure and optimise your campaigns continually throughout your strategy. Utilising data benchmarking to improve your strategy over time is essential to ensure continued growth.
3. Utilise Content Marketing
Don’t dismiss content marketing – take the time to build up authority in your area through thought-leadership pieces and provide genuinely useful content for your users. Whether it’s growing your information-led content through a blog section on site or producing educational video content for example, educating your audience through quality, informative content is key here.
This is increasingly important with AI continuing to take precedence in the marketing space. With the advent of AI in the search results, producing information-led content has never been more important for brand visibility.
AI Overviews landed to Google search in 2024, changing the face of the search results with it. To ensure your site is weathering the changeable search landscape, producing quality information-led content which provides genuinely useful answers to searcher’s queries is the way to appear as a source in this new feature which takes up a large chunk of search real estate.
And remember, content marketing not only allows you to inform your audience of your product or service, as well as industry changes, but it allows you to dominate your area. Be the go-to voice on your chosen specialism in an industry where competition is a significant challenge.
4. Grow Your Social Media Following
Building trust and credibility is crucial for fintech digital marketing. Let’s say you’re developing an investment app – this has real, impactful implications on people’s lives. So, building trust is crucial here for both users and those pushing your content, like Google.
A sure-fire way to do this is through growing your social media presence. Whether it’s through developing a strong brand presence via Instagram or producing thought leadership pieces on LinkedIn, social media engagement builds brand awareness, establishes credibility and of course, will help generate traffic.
But it’s not just about traffic – it’s more important than ever that you build up your brand persona in an increasingly AI-driven world, and becoming a trusted authority in your space via multiple channels is key in doing so.
5. Employ Influencer Marketing
Another way to utilise the power of a social following is to employ influencer marketing as part of your strategy in 2025. Let’s say you’re marketing a personal budgeting app – by collaborating with an established personal finance influencer, you can tap into a pre-engaged audience via someone who has built credibility.
Building trust is vital in the fintech space, and collaborating with an influencer to produce authentic content through displaying real-life experiences is a great way to improve your brand credibility and reach a highly targeted audience.
Choose the right influencer that aligns with your brand, and you can leverage this space to build trust and grow your consumer base through multiple channels.
6. Drive Organic Traffic with SEO – Done Right
Enhancing your organic visibility through search engine optimisation is a must for your digital marketing strategy.
It’s important to be aware that when doing SEO for fintech, you will need to consider Google’s acronyms YMYL and E-E-A-T. Building trust for users is critical, but this is also important for search engines.
E-E-A-T, or Experience, Expertise, Authoritativeness and Trust, is a part of Google’s Search Rater Guidelines which is used to deem the quality of your content and ultimately, your rankings.
Another acronym to be aware of is YMYL, or Your Money Your Life. Google classifies YMYL content as content that can “could potentially impact people’s health, financial stability, or safety, or the welfare or well-being of society.”
As a fintech brand, you will be classed as a YMYL site, so will need to ensure that you’re hitting E-E-A-T standards continually while you enhance your organic visibility through onsite and offsite techniques. There are many ways you can do this. For example, you can increase trust signals through featuring frequently updated testimonials on site, a dedicated awards section, an up to date about us page and encouraging Google reviews. The list goes on.
7. Dominate Social and the Search Results with a Paid Strategy
As we’ve established, fintech is extremely competitive. One way to cut through the noise while you build your organic strategy is to take an integrated digital marketing approach and introduce paid channels into your marketing mix.
The instantaneous nature of paid marketing means you’re able to quickly stand out in a crowded market. Whether it’s through leveraging Google Ads or Paid Social for example, you can quickly get in front of the right (and more precise audience) with paid campaigns.
With the ability to test, scale and optimise your paid campaigns, and consider remarketing as part of this, you can see more immediate results while you continue to grow your brand authority elsewhere through other channels.
But as with organic strategies, you’ll need to heavily consider compliance as a fintech company when implementing a paid strategy. This means fully complying with FCA rules, particularly for investment products.
Ready to level up your fintech digital marketing strategy?
MRS Digital’s award-winning SEO, PPC and integrated services should be part of your digital marketing strategy in 2025. Get in touch to discover how we can help.
