Struggling to get FinTech leads in the dawn of the technological era? That’s not good.

But, you’re not alone. Generating leads is the #1 priority for marketers in 2021.

By understanding the value you create for your target market, you can position yourself comfortably within the financial industry to drive higher quality lead conversion.

A strong, multi-faceted FinTech lead generation strategy is essential.

Lucky for you, this lead generation guide offers a complete breakdown of how you can design and execute a robust FinTech lead capture strategy to propel lead generation in 2021 and beyond.

What is Fintech Lead Generation?

If you own a FinTech business or you’re starting in the FinTech industry, you’ll need a plan for lead generation.

But what’s lead generation?

A lead is a contact for a prospective client. Lead generation is the act of capturing those contacts.

How you qualify a lead is up to you, but generally FinTech firms consider leads to be contact details gained from a prospective client who’s expressed an interest in their product.

These contact details ‘lead’ you to your ideal client as you can use this information to target them with marketing materials.

Your ideal leads come from your target audience; people that have a problem that your financial technology can remedy.

Your aim is to improve both the quantity and quality of this lead generation strategy. Sometimes, before you start working on your strategy, you might want to consult with top lead generation firms in order to make sure you are on the right track.

This isn’t simple. Two-thirds of marketers agree that lead generation is their biggest hurdle. It’s a two-pronged inbound marketing attack: you need more leads and you need better leads.

58% of marketers say that growth in the number of leads increases sales.

Higher quality leads will boost sales even more by increasing your conversion rate, since they’re customers who are more suited to your product and therefore, more likely to buy.

Around half of marketers agree that enhancing the quality of leads generates more sales. FinTech can even boost your lead generation potential in non-FinTech industries.

For example, mobile banking services and automated portfolio managers, like Wealthfront, can move your real estate leads to clients because you’re championing convenience. Homeowners and real estate investors prefer to work with companies that address their pain points, and lack of time is a common one.

Importantly, though, a robust lead capture campaign provides you with a vault of leads for future marketing campaigns.

Let’s use an example. Check out rent platform, Domuso.

Using a lead capture form, Domuso is able to find out exactly which competitor product a customer is using or if they’re new to real estate FinTech.

That way, Domuso can quickly qualify leads to understand which problems each customer is likely to be experiencing and how to best open a sale.

Domuso uses the email captured for future marketing through an email campaign.

How to Boost FinTech Lead Generation: A Step-by-Step Walkthrough

Having trouble figuring out where best to allocate resources to boost your FinTech lead generation strategy?

By understanding the problem your target audience has and the value you have in solving this problem, you can more easily find qualified prospective client audiences.

This section will give you a step-by-step walkthrough on how to capture more qualified leads for your FinTech business.

Step #1: Analyze existing customer patterns

Your existing customers tell a story about how you solve client problems.

Ask yourself what value you bring potential customers and how that manifests in customer behavior.

Use analytics tools to get a feel for existing customer patterns. Since data-driven businesses are growing 30% each year right now, it’s prudent to use data-driven insights to scale your lead generation strategy.

Consider some of these questions:

• Which products do your existing customers like best?
• Where does your current audience come from?
• What content does your current client base consume that leads to conversion?
• What other products do your existing customers like?
• When do they purchase/convert?

Looking at The Boss Architect as an example, the business and finance strategist doubled her revenue in one month by using analytics to understand why her audience weren’t seeing her value.

Upon realizing that the brand language was a little inaccessible to those outside the FinTech sector, she rebranded her website with new language, leading to a 200% revenue boost from new leads.

Analyze your existing customers using analytics tools like Google Analytics or your social media analytics dashboards.

You could also ask your audience’s opinion directly through response links in email campaigns and social media polls or surveys.

Step #2: Create lookalike audiences with free content

Ask yourself what value you bring potential customers and how that manifests in customer behavior.

Once you understand how your existing customers behave, you can create lookalike target audiences that mimic this behavior.

Known as buyer personas, you need to create characters based on the data-driven insights from your existing customers.

When creating lead generation campaigns, you’ll use these buyer personas to target marketing and brand voice.

Creating separate target audiences is known as segmentation and by using it, you increase your chances of boosting your revenue by 760%.

From here, you need to create personalized content that offers to solve the problems of each audience. Make this content approachable, accessible, and free.

In fact, two-thirds of marketers agree that personalization is the most effective route to a profitable lead generation campaign.

Not only will this establish your FinTech company as an authority in the FinTech industry, customer downloads of free content offer a keen opportunity to collect leads.

Barb Gagne, Director of Marketing at Cybereason puts it like this: “Marketers need to start thinking of their leads more like audiences, and that they are either product-interested or content-interested. Tailor your promotional strategy.”

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This is why leading CRM software firm,HubSpot, uses this lead generation tactic regularly.

For customers to access HubSpot’s free guides, they must first enter their name, email, and phone number.

Customers feel like their data is a fair swap for free high-quality content, while HubSpot sits back and automatically collects leads.

Step #3: Create a lead capture landing page

Landing pages create a funnel to capture leads from your free content.

Setting up various landing pages enables you to test the efficacy of different campaigns.

Landing page testing helps you to establish what’s working, in terms of brand voice, branding, landing page design, and so on.

While only 17% of marketers use landing page testing right now, results show that landing pages have the highest conversion rates at 23%.

According to Ben Harmanus, Principle Marketing Manager EMEA HubSpot, landing pages are very cost-effective for lead generation. He notes that “Rising ad prices, among other things, should draw the attention of marketers to landing page and conversion rate optimization.”

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Take a look at how property investment company, Hunter Jones, employs this lead generation strategy in the FinTech industry.

Offering a free real estate investment guide, Hunter Jones collects at least four data points to qualify leads on its lead generation landing page.

But, according to marketing guru, Pat Flynn, the most effective landing pages have a 2-step opt-in process, accompanied with a personalized ‘thank you’ page.

Other best practices include the use of video, since a landing page video can increase conversion rates by 86%.

Make sure to advertise your free guide through social media and email marketing campaigns to help draw people to your landing page. This is also a fantastic option if you’re promoting an online payments system for property managers or a similar platform

Step #4: Build your SEO architecture

38% of marketers agree that a rock-solid SEO strategy boosts lead generation.

A comprehensive SEO architecture helps potential customers to find you through search engines as your website will rank more highly on Google for relevant search terms.

By creating a robust SEO architecture based on search terms that relate to your niche FinTech products, you’ll coax in more qualified inbound marketing leads. Developing a strong SEO framework centered around search terms relevant to your niche FinTech products can significantly attract a higher number of well-qualified inbound marketing leads, particularly those seeking fintech development services.

While 30% of marketers are using Google Analytics as an effective SEO lead generation tool, there are a few others that can help you identify keywords, backlinks, and other SEO opportunities.

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Check out this Ubersuggest analysis of investment firm, Robinhood.

This sleek SEO tool shows that Robinhood had hundreds of thousands of organic keywords and backlinks but 10 critical errors. These problems can bottleneck lead generation.

To analyze and enhance your SEO, start by researching key search terms for your FinTech sector. Next, perform a search engine results page (SERP) analysis of your key search terms to determine what’s being searched for.

Also consider using tools like Ubersuggest to identify your backlinks and organic keywords. This and other SEO softwarecan help suggest engaging content topics to fill keyword gaps.

Step #5: Start an email campaign

Since 46% of marketers consider email marketing to be a vital lead generation tactic and 47% feel email is imperative to lead nurturing, it would be smart to harness this technique to generate FinTech leads.

This is especially poignant if you serve the B2B FinTech sector as 44% of firms agree that email marketing is the largest source of lead generation.

Mailing lists are the most robust form of lead generation since you own your email marketing leads.

With social media leads, changes to social media platform policies could mean you lose everyone in your Facebook group or on your Twitter page, for example.  

Email marketing contacts are yours until they unsubscribe. This gives you a long timeline to nurture the leads you capture through a strong email marketing strategy

Take a look at how risk management financial technology firm, Axioma, targets its niche audience with a financial services newsletter on monitoring risk.

By niching down to such a specific topic, Axioma generates highly-qualified leads.

To generate the most leads with this tactic, target a niche, be specific, deliver valuable content, and present clear call-to action buttons that demonstrate the value your financial technology brings.

For more info on who and how you should be targeting in the FinTech sector, check out this top advice from content specialist, Christine Giraud.

Step #6: Create a topical educational content strategy

A comprehensive, topical content strategy can help engage and educate your audience.

Create a pillar article based on a main problem or concept. Next, craft linked subsidiary content that explains concepts from the pillar article in detail.

This forms a robust SEO architecture, making it easy for Google to rank your content highly for key search terms, increasing visibility.

Equally, it offers educational content to help your customers understand your product and improve their user experience.

Blog posts are 73% effective at lead generation, so use articles in the customer awareness phase.

eBooks and whitepapers are most helpful for lead nurturing, so leverage this type of content during the lead warming stage.

Remember to mix in videos and audio content to also rank for these search methods.

Use keywords research to create a map of the problems your customers have and solve them using educational content on each topic.

Coinbase does this through its library of dedicated cryptocurrency resources, Coinbase Learn.

By offering people investment strategies and cryptocurrency tips, prospective customers use Coinbase to practice these techniques.

Step #7: Launch a video marketing campaign

The most successful 2021 FinTech lead generation strategies incorporate video marketing.

Since 83% of marketers say video generates leads and 45% say video is integral to lead nurturing, you need to figure out how best to employ videos in your lead generation campaigns.

For example, webinars are 36% effective at generating new B2B leads and landing page videos can up your conversions by 86%.

In fact, simply by putting the word ‘video’ in email subject lines, you increase open rates by 7%.

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Crowdfunding platform, Crowdcube, uses a powerful brand landing page video to emotionally engage through moving imagery and inspiring narrative.

As video is such a great way to encourage social sharing, ensure your video is reaching the right audience in the format that they prefer at the times they use social networks.

You can use analytics dashboards to best understand when and where are your most viable video platforms.

Step #8: Craft a consistent social media campaign

There are countless new FinTech startups launching their social media marketing campaigns every day.

To build an audience and stand out as a FinTech industry specialist, consistency is key.

Ensure your social media marketing campaigns contain consistent messaging and release new posts on a regular basis.

One of the greatest aspects of social media marketing for lead generation relates to your capacity to target social media posts and adverts to your audience.

Thanks to targeting, 66% of marketers find they are generating qualified leads with only 6 hours spent on social media marketing per week.

Make sure to dedicate your efforts to the platforms on which your ideal clients spend most time.

Don’t spread yourself too thin; use your customer analytics to find out where your prospective clients hang out. For example, 45% of marketers found LinkedIn to be a super successful lead generation source.

With the help of LinkedIn’s Sales Navigator, you can easily search for relevant prospects tailored to your fintech niche. Once identified, you can seamlessly export this list from Sales Navigator directly to your preferred outreach tool, streamlining your lead generation process.

Take a look at how ‘earnings-on-demand’ FinTech firm, Hastee, executes a multi-platform social media campaign to generate leads. Focusing on four key platforms, Hastee delivers a consistent message to a consistent target market on a regular basis.

For a successful lead generation social media campaign, utilize social media tools for idea generation, hashtags, analytics and scheduling.

Conclusion

Now you know how to boost lead generation by crafting a robust FinTech lead generation strategy, you’ll find your lead generation strategies will see better ROI.

It’s important to remember to target your specific niche so you’re not competing with the entire FinTech sector. That way, you’ll find your leads are more likely to convert as they’re better qualified.

Got questions about boosting your FinTech lead generation, don’t hesitate to reach out to the experts at Wordable.

Kevin Kessler

Kevin J. Kessler is a published author of five fantasy novels, a professional wrestler, and a puppeteer (not all at the same time). Kevin is a content writer at Codeless.

https://getcodeless.com