Quick Fintech Marketing 101 for the financial technology startups & other startups - Sponsored BJ Mannyst

ALL RIGHTS RESERVED. EMMANUEL “MANNY” OMIKUNLE SPONSOR: BJ MANNYST (BJMANNYST.COM)
Quick FinTech Marketing 101
blog: mblog.bjmannyst.com
1
Quick
FinTech
Marketing
101
For The Financial Services Startups
& Growing Startups
POWERED BY : MANNY
TWITTER: @THEBESTMANNYO
WEB: HTTP://MBLOG.BJMANNYST.COM
SPONSORED BY: BJ MANNYST TEAM + FOUNDERS UNDER 40™ GROUP

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Since the very beginning of PayPal and others, tech savvy entrepreneurs
have gravitated to the financial world at an increasing rate. All seem
to be disrupting the tradition banking, finance, wealth management,
currency, security and investing world. Some are even inventing new
solutions to old monetary problems. It is an exciting space to be in
however it can be very competitive, heavily regulated, etc.
If you are starting your fintech company, or still in the
fine-tuning growing stage, our advice is to definitely read
up on the industry, seek advice, seek funds, learn from
companies like paypal, AngelList, Kickstart, Wealthfront,
ZhongAn, Oscar, Credit Karma, etc so you could get a better
overview of what you are getting yourself in.
As for the marketing, it still comes down to
dealing with and serving humans. We, I + BJ Mannyst
+ Founders Under 40™ Group, have taking the time to give you some thoughts
to help your fintech startups and other funded service business startups.
As always if you need further help, contact us.

3
Remember,It Will Not Be A Cake Walk.
THANK YOU TO CONTENT SPONSOR: BJ Mannyst (Unconventional Marketing & Business
Services) + Founders Under 40™ Group (Unconventional Founders Community) currently serves
founders and service b2b around the world with creating / improving their service marketing and
helping them connect with other founders.

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Current Reality of
The FinTech Market

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I will list some of the realities of today's
financial world and fintech world. There are
somethings you should keep in mind.
 In Fintech marketing it requires a build and
sustain broad industry knowledge of
developments in often quite separate segments
within the financial services industry
 The consumer, products and services of the
financial institutions change. So do the
regulations and the technologies that are
applied.
 Be comfortable operating within the jargon of
the banking and technology sectors, and obtain
good experience of modern marketing
techniques. Meaning staying up to date on trends
or new technology has always been a challenge.
 Knowledge of fintech is neither
quickly,nor easily learned.
 Expect content marketing and social
engagement to play a greater role in future
marketing activities.
 To market in a multicultural world or diverse
community it is important to understand diverse
cultures.

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 Even in the largest fintech organization, the
capability to execute can be limited by the
availability of local resource, budget, different
priorities and the politics of reporting lines.
 In certain business operation prospecting
and pre-qualify potential clients is crucial
 A lot of fintech are tapping into how
overwhelming the traditional financing world can
be. And the fact that consumers desire to avoid
the stressful and risky approach of picking
individual stocks.
 In addition to VCs, an extensive ecosystem of
accelerators and mentors has emerged to help
fintech startups grow their businesses
 PR when eﬀectively crafted and
communicated to the target media can only help
to strengthen content and natural search
performance. Possibly improve conversion.
 Some very old-fashioned marketing activities,
notably events and conferences, are flourishing
alongside the latest digital techniques.

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 Growing demographic have growing desire for
something different or digital first /cloud first or
some times just very old-school.
 There’s a lot of money / capital looking for
work. So venture capital and many financial
institutions are willing to invest in startups which
means more new entrants in the fintech.
 Institutions with branch networks are going to
have to downsize or completely eliminate brick
mortars
 Consumers of all background have grown to
appreciate tools like forecasting, advice, analysis,
guides or alert, tax or mortgage management
from their smart phones.
 Banks are facing the complex switching cost
involved in updating their old systems for a more
modern system.
 Agility in a competitive world is becoming an
essential attribute for any organization
 Dealing with different markets
regulations and cultures is never an easy
management task but that’s the reality of
operating in the financial space. Need
lawyers.

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 Weighing whether to
add value by
providing a personal
touch or make your
offering so simple
that it becomes just
self serve
 It is a crowded space and how do you plan
on differentiate yourself. It is best to pick
significant competitiveness
differentiate-able attributes.

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 Sometimes one has to wonder whether the
new finance companies are creating
revolutionary solutions or simply doing the same
things as the incumbents. The reality is that most
fintech are directly or indirectly collaborating
with finance incumbent like the banks.
 You would think more competition would be
great however the largest and oldest banks exert
control within the chain or startup ecosystems.
 Trust in financial services providers has been
eroding over the years.
 VC are not seeding entrepreneurs
without the expertise or startups without
the finance industry expertise. Operating a
creditable bank or financial institutions can
be very expensive.
 The bigger players are allocating investment
funds to support the emerging fintech firms
around the world. Making them a strong influence
in protecting the evolution and discouraging the
revolution. It’s almost like president of a country
grooming it’s successor to continue the ways of
the predecessor.

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 The bigger banks or financial institutions don’t
want more competition they currently want the
ability to fend oﬀ any competitive threat.
 Some financial institutions are deliberately
trying to change the consumers behavior instead
of adapting themselves to suite the clients needs.
 Growing customers modestly satisfied with the
financial products as they did four years ago.
More needs to be done to ensure that products
adapt to the lives of customers not interrupt
them.
 The fintech sector is characterized by complex,
multistage business-to-business (B2B) sales
processes and high value, long-term investment
commitments requiring informed decision
making and carefully considered business cases.
Historically, this has skewed marketing activities
toward those that activate or support direct
engagement and relationship building within an
extended sales process.
 It is obvious that startup founders or
managers need to plan how to hire or
engage marketers or specialists with strong
analytic capabilities. Typically these
attributes are not the natural strengths of
traditional marketers. They may seek to
strengthen their technical data analytic and

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measurement capabilities via either in-house or
agency resources.
 More and more sales and marketing oriented
organization keep having difficulty in
automatically tracking qualified leads into their
CRM and then through to purchase. Potentially
this also points to weaknesses in the
effectiveness of lead nurturing in new and
existing customer accounts.
 Failing to actively measure levels of
engagement and interaction across all their
channels. Again, this reflects a failure to create a
culture of measurement.
 Without this type of insight into the cause and
effect of investments, strategies and tactics, it is
hard to understand how marketing decisions are
taken.
 Similarly, competing for mind-share with
mainstream consumer, news and lifestyle
apps is hugely competitive and can easily
marginalize the efforts of even the best
funded fintech organization.

12
 A consistent focus
upon better
understanding site
usage, traffic ﬂows
and the customer’s
online journey is a
sign of maturity,
aiding both website
optimization and
digital marketing
strategy.
 A failure to
invest in analytic,
or to then
consistently turn
that data into
insight, prevents
the multitude of
small incremental
improvements to
websites and / or
marketing
processes that will
improve
performance.
 Fintech marketers
need to have clear
strategies for
sustaining the
creation, publishing
and syndication of
their content assets
through multiple
channels.
 Among the key
challenges of doing
business in emerging
markets is the fact
that fintech
companies cannot
rely on the same
payments and
banking
infrastructure that
exists in developed
markets. For example,
fintech companies in
emerging markets
can’t depend on
credit scores, unified
bank infrastructure,
or even more basic
requirements such as
having IDs to verify
identity (KYC) or a
reliable database of
addresses.
 China was the first
emerging market to
experience rapid
fintech growth in the

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last five years and
quickly reached
adoption levels that
are, in many
segments, higher
than those we see in
North America and
Europe. For example,
KPMG’s 100 Leading
Global Fintech
Innovators Report
2015 lists two
China-based
companies in the top
five — ZhongAn, an
innovative online
insurance player
backed by Alibaba
and Tencent, and
Qufenqi, a large
online installment
plan provider.
 The growing
adoption of
blockchain
technology.
Blockchain is a ledger
system that
processes, stores and
tracks digital
information, from
crypto-currencies to
loan agreements.
Because blockchain
documents all
changes and is hard
to tamper with,
financial firms and
regulators see it as a
potential way to make
transactions more
transparent,
auditable and secure.
 If India follows
China’s innovation
pattern, we will likely
see successful
businesses in the
following categories:
Mobile payment (e.g.,
widely accepted
solution similar to
Alipay), Wealth
management (e.g.,
allowing low-cost
access to global stock
markets),Online
consumer and SME
lending (e.g.,
enabling access to
credit using
innovative risk
scoring mechanisms)

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For more information:
Visit
(https://home.bjmannyst.com/p/cont
act-us.html), contact Manny or Eve
for quick marketing assessment.
***Some insight were obtained from
FINEXTRA RESEARCH REPORTS.
KPMG’s 100 Leading Global Fintech
Innovators Report 2015 lists. We are
not endorsing them just sharing
some useful insights.

15
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Some Crucial
Marketing Quick
Tips by Manny of
BJ Mannyst
Simply put, startup or smb marketing is a unique
challenge often times because of the limited
resources, whether it’s time, money or talent.
The business landscape is really coming down to
a battle for attention and conversion 24/7.
Everyone, including your competitor, pretty much
has access to almost the same tools as you but
it really comes down to learning how to use it
effectively.

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Building trust: The
service industry is all about trust
in people and fintech is no
exception.So my dear founders of
fintech startups, show your
customers and your prospects how
you make money, let your actions
speak louder than your words, be
listening and communicating, be
always simplifying your
processes,understand that
consumers are likely not going to
change to suit you.
Don’t be afraid to
make mistakes: Take some
chances on your marketing effort
however have some idea how to
minimize the failures. So if you
have to test on a very small scale,
go for it. Discuss with others
worst-case and best-case scenarios.
Practice agile
marketing: Meaning be lean
and flexible in your marketing.
Things are always changing. What
might work today might not work
tomorrow.
Learn the art of
conversion and
measurement: Everything you
will do for your startup or fintech
marketing will be relatively easy.
However doing it well, gaining the
traction and conversion to stay in
business will demand a lot from you
and your team.
Connect and attract
influencers: When you don’t
have multi-million dollars for
marketing, get influencers.
Something as simple as working with
peer influencers, thought leaders,
celebrities, industry leaders,
media, journalist, etc just to help
give your offering that extra
credibility and boost. Be prepared
to do some homework and pound the
pavement.
Create a central
communication or
community hub: Everyone
wants to know where they can go to
learn about your story, about your
founders, about the industry,
about the pain you are solving, etc.
Where are you or your founders
being yourself and can invite your
targets to hangout with you. Oh,
try to keep the tone and feel
consistent to your brands identify.
Reach out to web-designers,
communication experts, marketers,
community management, etc.
Plus, you have to learn the art of
timing, who should engage it, and
what your contents is all about.
Keep in mind to include features
like readable fonts, responsive
pages, search, sharing, quality
images, quality control on your
digital pages. For your online
or offline community, learn what
will resonate with your audience.

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State your position: In
the modern world, simply building
a business solely on transaction
alone only takes you so far. Plus
in certain situation, it will
simply turn your offering into a
commodity which means lower
margins. However if you find a
special purpose or cause you can
really be more. It’s sort of like
Apple iPhone versus LG Phones or
Starbucks versus Dunkin
Donuts.Keep this in mind as well:
who should care? why should they
care? What are you selling? How
will it impact lives?
Be very topic selective:
There’s already a lot of content
on the internet. I’m sure there’s
thousands of article on fintech
marketing. I think it is crucial to
understand your audiences and
presenting content that will
resonate with them with your brands
personality if possible.
People are buying
solutions and results:
Most people don’t really care or
want to know how a bank keeps their
money safe. The technical details
are irrelevant to most general
financial consumers. They just
want it to consistent do what it
needs to do. Understand the
problems however know what it is
the consumer is truly buying or
reason for using your financial
services or fintech products.
Everyone wants to
connect: Every single human
has a strong desire to feel
connected to other humans and other
life forms. So that desire for
connection requires stories or
relevant emotions. The AI
(artificial intelligent)or
driver-less cars technology might
be coming but without a soul, no one
will adopt them.
If Tesla’s cars where not well
designed in appearance both
interior or exterior it will be
dead on arrival. It’s all about
customers and people first before
money.
Be very resourceful:
When you are starting out or
growing, being very resourceful is
going to be crucial. Even Google
had to bootstrap. Sometimes the
simplest way to start is to connect
with different people in your
community or in other parts of the
world.
Regulatory space can be
a land mine: Make sure
before your first marketing
activity you know what laws
requires you to say or not say. Get
your hands on anything possible
even recruit an industry insider if
you have to. Talk to people
currently in the industry.
Structure your business properly
to make sure the law will favor you.
Read up on law suites, or marketing
fines or anything.

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Pick a good name and be
clear about the
personality: To create
long-term brand recognition you
must pick a name that helps you more
than hurts you. Be great at making
your marketing or your service
delivery be spreadable. A lot can
be learned from Amazon’s early
days.
***If you’d like to add to this,
please feel free to comment or
contact us.

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Financial Technology Organization Types
Financial application or solution provider
Diversified technology: hardware, software, communications or telecoms
provider
Business/management consultant
Financial information/market data
Other financial market service provider
System integrator
Who You Market To or Could Market To
Wholesale banking sector: buy-side institutions
Wholesale banking sector: sell-side institutions
Wholesale banking sector: other market participants
Retail banking sector: corporate services
Retail banking sector: small and medium-sized businesses
Retail banking sector: consumer products
Retail banking sector: high net worth customers
Likely Marketing Responsibility
Awareness of brand/solution
Press relations (PR)
Lead generation
Brand management
Market research/customer research
Internal communications
Analyst relations (AR)
Sponsorship
Customer experience
Customer loyalty/satisfaction
Product management
Corporate social responsibility (CSR)
Investor relations
Likely Barriers To Reaching Marketing Objectives
Dependency on other in-house functions to execute
Campaigns by competitors
Size of budget available

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Lack of management/executive commitment
Lack of in-house participation in social media
Inadequate agency capability or expertise
Lack of in-house expertise in digital and web
Regulatory constraints which inhibit marketing
Fundamental quality of the product or service
Where To Allocate Your Marketing Budget
Content: creation of original content
Website: build, develop, maintain
Events: running own customer events
Email marketing (for acquisition)
Advertising online
Natural search: Search
Engine Optimization (SEO)
Social media (earned participation)
Press relations (PR)
Content: syndication and publishing
Webinars/virtual events
Email marketing (for retention)
Analyst relations (AR)
Social media (paid campaigns)
Paid search: Pay Per Click (PPC)
Events: attending tradeshows & conferences
Investor relations
Advertising offline
Marketing Technology Software or Tools
Website optimization for mobile devices
Social media management system
Website analytic
Marketing automation/
Personalized web marketing
Social media monitoring system
Content Management System (CMS)
Customer Relationship
Management system (CRM)
Email distribution platform (eDM)
Email optimization for mobile devices

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Mobile apps for customers
Mobile apps for sales
Might Need These Marketing Measurement
 Actively measure visitor numbers to our website
 Are able to capture email addresses from download requests
 Actively measure visitor numbers to our social media sites
 Are able to automatically track qualified leads into our CRM
system to purchase
 Actively measure levels of engagement and interaction on all
channels
 Are able to identify and track individual visitors to our website
through personalized promotions

23
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SPONSOR

24
***Founders Under 40™ Group (Unconventional Founders Community)
currently serves 1000+ diverse founders around the world. We welcome #founders #womenfounders
#founderscommunity #lgbtafounders #minorityfounders #whitefounders #hulkfounders.
We're always looking for more great #founders @fu40group to join our private community.***
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25
***This material has been prepared for
general informational only and is not
intended to be relied upon as specific
professional advice. Please refer to
your advisers.The views of third parties
set out in this publication are not
necessarily the views of BJ Mannyst
Copyright © 2019 Emmanuel “Manny”
Omikunle & BJ Mannyst
All rights reserved.
BJ Mannyst™, its logo, and
“Serve, Engage, Undo-Ordinary™” &
Founders Under 40™ Group
are trademarks of BJ Mannyst.

Quick Fintech Marketing 101 for the financial technology startups & other startups - Sponsored BJ Mannyst

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