10 Common Marketing Mistakes Fintechs Make and How to Avoid Them

Kelly Waltrich, CEO of Intention.ly, a finserv growth consultancy, has identified the top 10 marketing mistakes fintech companies frequently make, offering actionable advice to avoid these pitfalls. With her extensive experience advising fast-growing fintech firms, Waltrich emphasizes the importance of brand investment, audience-aligned messaging, and the strategic use of technology and relationships to drive growth.

One critical mistake is delaying brand development, which Waltrich argues is essential for shortening sales cycles and building trust. Another common error is failing to tailor messaging to the audience's needs, focusing too much on features rather than addressing real pain points. Waltrich also highlights the underutilization of executive personal brands and the neglect of marketing technology infrastructure as significant barriers to success.

For fintechs targeting enterprise clients, Waltrich warns against applying small to medium-sized business (SMB) marketing tactics, advocating instead for a long-term, educational approach. She also cautions against over-reliance on paid acquisition, urging companies to bolster their organic presence through SEO, PR, and thought leadership.

Clarity in product messaging and a solid go-to-market foundation are also paramount, according to Waltrich. She advises fintechs to simplify their messaging and ensure they have a defined ideal customer profile (ICP) and differentiated positioning before launching. Lastly, Waltrich stresses the importance of a robust content distribution strategy, noting that even the best content fails without proper visibility.

Waltrich's insights underscore the need for fintechs to view marketing as a strategic function integral to their growth. By avoiding these common mistakes and adopting a more intentional approach to marketing, fintech companies can enhance their visibility, build stronger relationships, and achieve sustainable growth. For more information on Intention.ly and their services, visit https://www.intention.ly.