The financial technology industry is exploding, and with it, the need for public relations. In fact, it is possible that Fintech companies can benefit more from PR than other businesses for three reasons: their services are integral to a large part of society, their services are so technical that they can be hard to communicate effectively to outsiders, and the industry is growing rapidly. Public relations can help Fintech companies to rise above their competition and get their names in front of the right people.
Public relations is the answer. When you sit down with a good copywriter, that person can translate your products and services into verbiage that resonates with people outside of your industry. What was once complex is now easily understood, and that means more clients for you.
In 2022, the Fintech industry is projected to generate over $61B in revenue in the Americas alone. That’s a big pie that you want a piece of - but you’re not the only one. With over 26,000 Fintech startups around the world, you have to be able to stand out, and PR can help you to do that.
A great PR company will do more than just regurgitate facts and figures about your company. Instead, its employees will dig into your business’ history, vision, and products so that they can draw out what makes you so different from your competitors. Remember: it’s all about the details - by focusing on them, you will differentiate yourself and become memorable.
Your products and services are both a blessing and a potential drawback. While you provide invaluable technology that streamlines and optimizes the inner workings of countless organizations, it can be difficult for outsiders to really grasp it since it is software. It’s a bit of a Catch-22 in that way.
PR can bring out the human dimension behind the technology. This can involve both the designers of the tech as well as the people who will use it. On one side, you have your engineers, whose passion for technology and fascination with its potential have led them to innovate your products. On the other side, you have your clients, who are frustrated with outdated software and relieved when your products help them. Focusing more on that human dimension can bring out the heart behind your financial technology and make it more memorable with potential customers.
When you begin your search for a PR firm, be sure to ask some questions before signing on. In our industry, there are many public relations companies whose employees may truly write well but who do not have any experience writing about financial technology. They will be able to help you with the basics - telling your brand’s story, putting in facts, etc. - but let’s face it, they may struggle with the complexities of your technical content. Knowing ahead of time whether your copywriter has written this type of content before may help you to make the right choice.
Writing is a highly subjective process, so if you have a specific vision for your Fintech PR campaign, it’s a good idea to communicate it to your copywriter. Depending on your goals, we recommend a blend of these things:
The history of your Fintech company
The founder’s story
The problem that the product or service solves and how it does that
Any relevant testimonials from clients
Thoughts on your industry
Above all, be sure to give your copywriter a list of ideas that must be in the article. Think of them as your absolutes: if nothing else, these are to be incorporated in the piece. That way, your copywriter will know in advance what your expectations are, and their articles are more likely to conform with the result you have in your mind.
Be certain that whom you work with is ethical, credible, and respectful. You are, after all, at the start of a new relationship, one that will ideally last for years to come. So, get to know who you are entrusting your PR work to, and that should lead to even better results of the public relations campaign for your Fintech company.
Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles.
For more information about Imperium Group, please see https://navigator.imperiumgrouppr.com/.