Can you believe 2023 is almost over? In just a few short weeks, we’ll be in a new year, and you know what that means — it’ll be time for a new marketing strategy.

When you work in the fintech space, it’s critical that you stay informed about the latest marketing trends and how you can use them to reach your target audience. That’s where this guide comes in.

What fintech marketing trends do you need to be aware of for the new year? Find out below!

Trend #1: Emphasis on AI-Powered Tools

These days, you don’t have to look too hard to find someone talking about artificial intelligence, machine learning, and their influence on virtually every industry, from healthcare to marketing.

The fintech world, in particular, has been quick to jump on the AI bandwagon, using it for credit analysis, customer support, predictive analysis, and more.

There are numerous ways that you can use AI and AI-powered tools in your content marketing plan.

For example, in the new year, many businesses will use artificial intelligence in influencer marketing. AI can help with influencer identification, for example, as well as tracking the performance of influencer marketing campaigns.

Trend #2: Optimization for Voice Search

A little over a quarter (27 percent) of people use voice search on mobile devices, and 58.6 percent of consumers have used voice search at some point.

In 2024, the number of people relying on voice search will almost certainly increase. With that in mind, fintech marketers should start taking steps to optimize their content for voice search tools.

How can fintech marketers make their content more voice-searchable? Here are some simple strategies that you can start using in the new year:

• Focus on long-tail and question-based keywords and phrases.
• Use conversational keywords and phrases (e.g., “How do I do X?”).
• Emphasize local SEO by targeting local keywords and updating your Google My Business page.
• Incorporate frequently asked questions into your content so people asking them via voice search can find the answers they’re looking for.

Updating your content based on these guidelines can help your blog posts and other types of content show up in people’s voice search results.

Trend #3: Prioritizing Personalization

Personalized content has been vital to effective marketing for a while now, but it will become even more important in the coming year. In 2024, many marketers, including fintech marketers, will take things to a new level with hyper-personalization.

Hyper-personalization involves bringing data from a variety of sources– including behavioral, demographic, and transactional data — together to paint a more complete picture of your business’s customers, their preferences, and their needs.

With this hyper-personalized information, you can create more detailed and relevant messages that are more likely to encourage people to take a specific action, such as learning more about your software or downloading your app.

Artificial intelligence and machine learning can also help you make hyper-personalization a priority in 2024. These technologies allow for easier data collection and enable you to test different campaigns to see which ones are most effective for members of your target audience.

Trend #4: Short-Form Video

TikTok is currently tied in second place with Instagram and YouTube when it comes to the social media platforms with the best return on investment.

Short-form TikTok videos can be an effective part of your fintech marketing strategy. You can also repurpose these videos for other platforms emphasizing short-form content, such as Instagram Reels and YouTube Shorts.

What kind of videos should you create?

In 2024, you can produce all kinds of short-form videos for your content marketing strategy, from videos highlighting new software solutions and apps to videos introducing individual team members and the financial services they offer.

Remember that video marketing isn’t just for selling. You can also use short-form videos for customer testimonials or to tell the story behind your business. When you produce a wide range of video content, you have more opportunities to connect with specific segments of your target audience and get them interested in working with your company.

Trend #5: Sustainability and Ethics

Over three-fourths (78 percent) of consumers say a sustainable lifestyle matters to them. It’s safe to say that people are more concerned than ever about sustainability and ethics in the companies they support — and that concern isn’t going to go anywhere in 2024 and beyond.

By incorporating messages regarding your sustainability and ethics goals and efforts in the new year, you can make a significant impact on the customers you want to convince to invest in your products or services.

There are lots of ways you can bring sustainability and ethics into your fintech content marketing.

For example, say you run an online bank that allows previously underserved, underbanked populations to access bank accounts for the first time. Highlighting that message in your marketing strategy will help you stand out and connect with members of those populations, as well as those who are concerned about people in those groups.

Remember that it’s crucial to walk the walk and talk the talk regarding sustainability and ethics in marketing. It’s not enough to say that you care about something. You also have to show that you care.

Give These Trends a Try in 2024

The new year is right around the corner, and that means it’s time to start planning your 2024 fintech marketing strategy.

Don’t let your business get left behind in 2024. Give the trends shared above a try to make an impact on your target customers and get them interested in what you have to offer.

Do you need help implementing any (or all) of these trends into your content marketing strategy? If so, Fintech Content Marketing is ready to assist.

Get in touch today for more information on our services!