While some differences do exist, building brand awareness in B2B markets is still just as important it is for companies marketing to consumers. For fintechs looking to up their B2B brand, here are proven recommendations:

Cast a Wide Net
To build brand awareness for your fintech, it’s important to create a presence in multiple places and have a diverse library of content. This includes industry publications, multiple social media platforms, blogging and trade shows, just to name a few. However, you don’t need to expend resources everywhere. For example, the president of a billion-dollar bank is unlikely to be found on Snapchat, but he or she is likely spending time on LinkedIn. Focus efforts on a few key content types and platforms where you can succeed and reach the decision makers that matter most.

For years, marketers depended on broad reporting statistics for their fintech marketing campaigns. CMOs evaluated their print ads, billboards and commercials on cost per impression, readership, viewership, etc. It was difficult to measure the ROI of a print advertisement and directly connect closed sales to marketing campaigns. Today, fintech marketers are faced with a different problem, an overwhelming amount of data.

Since the beginning of social media there have been a wide range of uses. Whether you’re sharing a picture of your breakfast or opining on this season’s The Bachelorette, social media has created an equal playing ground for reaching out to just about anyone.

For banks and credit unions, social media represents an important channel for direct interactions with your institution’s customers – but within a public forum. Because of its nature, social media has introduced its own set of rules in terms of effective communications. Responding quickly and appropriately can often turn a negative into a positive, while not responding at all can sometimes turn a small issue into a much larger one. Here are a few “do’s and don’ts” to responding to social media comments and what we can learn from real-life examples:

Social media is frequently viewed as a B2C marketing strategy that other companies needn’t bother with. However B2B companies, and fintechs in particular, can gain enormous benefits from a well-rounded social media strategy. According to the Content Marketing Institute’s annual report, 61% of B2B marketers increased their use of social media for content marketing purposes compared with one year ago. By taking a customized approach and carefully considering unique goals and key performance indicators (KPIs), fintechs can create and maintain a social media strategy that supports business objectives.

In any fintech marketing campaign, you’re probably using some form of content to attract leads, right? You’ve created exceptional content that your audience will enjoy and hopefully, act upon. Producing high quality content requires a lot of resources. You want to get maximum exposure, but you also need to get a measurable return on your investment

This often leads to the question: to gate or not to gate your content? To determine an answer, you must first understand what each of these terms means.

Account Based Marketing (ABM) isn’t a new concept, but it has been gaining more attention recently. In essence, ABM revises the traditional inbound marketing strategy by creating custom content and communications for targeted accounts as opposed to creating a wide variety of content for a broader audience. ABM advocates for starting with a list of target accounts and tailoring your content to those specific companies.