FinTech solutions offer something that has not been capitalised on by traditional financial institutions. As technologies evolve at a rapid pace and VC funding increases, innovation is in high demand, both by consumers and by businesses. This is a good thing for the industry; innovation is necessary in spearheading the concept of global financial inclusion and the prosperity of the world economy.
Challenges in FinTech Advertising
The task of FinTech marketing comes with its own unique challenges. It takes a while to achieve credibility and there is an inherent problem of inertia in signing up or onboarding new customers. These products are by their very nature revolutionary, some even ahead of their times. This makes their adoption difficult, since that requires a significant change in behaviour on the part of the user, particularly those who are very aggressive in their money management tactics.
For those who have a passive interest in managing their finances, marketing efforts actually have to be doubled, since they are hesitant to adopt new technologies without peer recommendations or well-communicated market propositions.
For the development of the financial services industry, greater adoption rates for FinTech solutions is essential. This is why creativity in FinTech digital marketing, from the perspective of attracting and educating users is important.
Banner ads are becoming prominent online outlets for marketers, to trigger curiosity in customers and generate awareness about new products. These attention-grabbing rectangular boxes, which appear at the top of a web page, have proven useful for tech companies in particular. For example, Amazon perfectly leverages on its wealth of data and analytics to place these ads before specific target audiences across the world. This strategy has helped countless companies, especially brands like Verizon, in offering Black Friday deals.
Creating Effective Web Banners for a FinTech Marketing Strategy
Here’s a look at what the best FinTech marketing agencies focus on while creating the perfect web banner.
1. Compelling, Concise and Clear
Unlike TV advertising, digital display ads are not interruptive in nature. Consumers go online to do everything these days, except watch banner ads. So, you have a narrow timeframe in which to attract eyeballs. Be concise to ensure that the message sticks in the mind of the viewers. Keep a single, simple marketing message and provide clarity in the CTAs too. In short, compelling, concise and clear are the three main principles in designing banner ads.
2. Maintain Brand Consistency throughout All Marketing Channels
Maintain the corporate identity of your FinTech software company across all your marketing materials, including banner ads. This includes the use of your company colours, logo and font, so that your brand becomes easily recognisable.
3. Include Buttons and High-Ranking Keywords to Increase CTR
Include traceable links to judge the effectiveness of these ads. Using relevant keywords and useful buttons can help monitor the Click-Through-Rates (CTR) of your ads.
4. Use Animation, But Not too Much
Get creative with strong imagery and animation to create a lasting impression but take care not to overdo it. One of the most disruptive ad formats doing the rounds on the internet is 3D banner ads. 3D banner ads can be a perfect way to make things interesting and innovative for your consumer. In fact, these ads have proven to increase the quality of website traffic, cutting through the noise, increasing returns on ad spend (ROAS) and reducing bounce rates.
5. Place Web Banners Strategically
Placement of banner ads in strategic locations on your FinTech website or others is a crucial part of driving conversion rates. Target websites that have a high influx of your consumer demographic. Test these ads beforehand, for link errors and grammatical mistakes.
6. Create a Hierarchy of Elements in the Banner
Branding, marketing message and encouragement to click are the three main elements of a banner ad. Size each of these levels according to the basic design principles and spacing requirements, so that the user can differentiate between each element.
It is also important to follow standard size requirements of a site. Most sites have a common framework of sizes, which are 728×90 pixels for the leaderboard or 300×600 for half page. Google says that wider ad sizes tend to outperform taller ones.
Even with the advent of programmatic technologies that can take banner ads directly to the target audience, remember that most people are using ad-blockers. Unless the web banners are able to provide value and attract audiences, they won’t be effective to a large extent. It is, therefore, useful to get an expert opinion on designing and creating banner ads.