Three things to look for in a Fintech marketing agency
If you’re a financial technology marketer, and considering hiring a marketing agency, there are a few things to consider before beginning your evaluation.
First, your search should focus on agencies that have experience marketing to banks, credit unions and merchants. Your agency should understand the nuances that are unique to finance, specifically the bank, credit union and merchant landscapes and related government policy. In fact, your agency should have experience that dates back to the financial crisis of 2007-2008 so they’re familiar with modern policy and the reform of the global financial system.
Next, if you’re marketing to banks and credit unions, you should focus on B2B agencies that understand strategic message development that resonates with C-level executives, department heads and buying committees. Many agencies have experience marketing financial services to consumers and investors, but that doesn’t make them qualified for B2B fintech marketing. The differences in marketing to consumers and marketing to fintech decision makers (B2B) is substantial, and if your agency doesn’t have the necessary experience, you’ll spend considerable time and budget training them.
Last, your agency should have fintech experience. Financial technology products and solutions are highly regulated and there’s a lot of scrutiny from a legal and regulatory standpoint. If your agency isn’t accustomed to writing to these standards, there will be a lot of wasted time and dollars spent on unnecessary rounds of revisions. But agencies that do have fintech experience will help you navigate those challenges and stand out in ways that are compelling and memorable.
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If Fintech marketing experience is important for your agency evaluation, we’d love to hear from you and invite you to contact us at [email protected].
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