Sustainable Fintech: 5 top marketing tips

Sustainable Fintech is growing amid the ongoing climate change crisis. An independent study commissioned by SmartestEnergy shows that 81% of buyers would prefer to purchase from sustainable sellers, creating an increasing market need.

So, with rising consumer interest, how can your brand position itself as a leader in the green space?

We share five top marketing tips to help supercharge your sustainable Fintech firm’s digital efforts.   

1: Clearly define brand values in your ESG marketing 

By identifying your brand’s core environmental, social, and governance (ESG) values, your Fintech firm will be able to better communicate what it stands for. In fact, 77% of consumers say that they buy from brands that share their values –and this should be key area of focus for Fintech firms.

Treecard is a great example of a Fintech that puts its principles at the fore of its communications. Its ethos is all about restoring green spaces to reduce the impact of climate change, by donating 80% of its profits to planting trees around the world. The organisation also offers a recyclable wooden debit card to customers, immediately differentiating it from firms that offer traditional plastic cards. 

2: Use storytelling in your sustainable Fintech communications

Another way brand values can be incorporated into communications is through storytelling – a marketing tactic Fintech firms can utilise to improve conversion rates.

Storytelling can help develop an even deeper connection with customers and investors. Customers will be able to see the wider impact your organisation will have on their lives, alongside the benefits of the product they wish to buy.

Take Triodos as an example. It offers green bank accounts for individuals, businesses and charities. Through a series of videos, it tells the story of how banking with Triodos positively impacts the environment, appealing  to customers who are focused on making more sustainable lifestyle choices – selling the brand as a whole rather than just a bank account. 

3: Use focused digital content marketing

So, how else can Fintech firms increase customer engagement and retention?

Digital content marketing expands the lifecycle of a piece of content by repurposing it and distributing it over a variety of channels. By reinforcing the same messages consistently, your Fintech firm will be able to reach a wider audience, and build brand awareness and credibility in the sustainable Fintech space.

Another benefit of content marketing is that your brand may be able to increase its domain authority, leading to higher rankings on search engines.

4: Regularly report on sustainable Fintech activities

A 2021 survey by PwC found that 57% of consumers think companies should do more about environmental issues. Investor interest in ESG has also increased, with ESG-mandated assets on track to represent half of all professional managed assets globally by 2024.

So, how can your Fintech firm ensure it captures these customers and investors over a longer time frame? That’s where ESG goals and reporting comes in.

By setting SMART sustainability goals and keeping customers informed on their progress, they are more likely to trust your brand. Transparency can also be increased, and your business will show that it is holding itself accountable, improving consumer confidence.

And, if customers trust your brand more, they’re more likely to do business with your Fintech firm over a competitor.

5: Don’t guilt customers

While customers’ behaviour is influenced positively by happy emotions, the flipside is that negative messaging impacts conversion and retention rates. With a topic such a sustainability, it’s important to make sure customers aren’t made to feel guilty about their lifestyle choices through ESG marketing.  

Instead, focus your efforts on framing sustainability and change positively, like Clim8, a Fintech which provides green investment accounts. Climb8 uses positive language to convey an important message – so the customer feels confident about banking with them, and about the change they’re making to the planet.

How we can help

With other workstreams of equal importance, it can be difficult to make sure all business elements are consistently working together, enabling you to become a more sustainable Fintech. 

That’s where we can help. Our expert Fintech marketing strategists can step in to work with your marketing team, generating consistently strong customer-first content within time frames that fit in with your brand’s tone of voice, messaging, and style.

Whether you are exploring different options for your social media advertising, wondering how best to market Fintech trends, or considering video marketing, our team is on hand to help you create a killer inbound marketing strategy that can help you maximise your sustainable Fintech strategy.

Contact us today to get started!