In today’s competitive B2B fintech landscape, LinkedIn has emerged as a powerful platform for engaging key decision-makers and driving business outcomes. However, cutting through the noise requires more than just having a presence — it demands a strategic approach to content creation and audience engagement. As Head of Digital at Forefront Communications, I’ve seen firsthand how following a few creative principles can increase engagement on LinkedIn. At INBOUND 2024, we heard from Amanda Green, Agency and Channel Education Lead and Program Manager at LinkedIn, who believes B2B fintech marketers can leverage these principles to maximize their impact on the platform.
1. Be Context-Aware: Timing Is Everything
One of the most crucial aspects of LinkedIn is its unique place at the intersection of our personal and professional lives. Unlike other social media platforms, LinkedIn users engage with content during work hours, making it vital that your creative is both timely and relevant. This means always being attuned to industry trends, market shifts and even cultural events that resonate with your target audience.
For fintech marketers, this could involve crafting posts that speak to current financial regulations, emerging technologies or key pain points in your audience’s daily operations. By aligning your messaging with the professional challenges your audience faces, you not only demonstrate value but also stay top-of-mind when it matters most.
2. Keep Your Brand Unified
Brand consistency isn’t just a buzzword — it’s a business imperative. According to recent studies, 79% of consumers are more loyal to brands that maintain consistent messaging and identity, while 84% believe that design consistency boosts credibility.
For B2B fintechss, where building trust over the course of long sales cycles is critical, presenting a unified brand identity across social platforms, websites and sales materials is an absolute must.
Whether it’s a thought leadership piece, a case study or a company update, your brand’s voice, design elements and messaging should feel cohesive across all touchpoints.
3. Emotive and Relatable Content Builds Trust
Fintech can often feel impersonal, with its focus on complex products, regulations and data. Yet the most successful B2B marketers know that emotional, relatable content resonates with decision-makers.
It’s important to humanize your messaging. Whether you’re sharing a client success story or a behind-the-scenes look at your company’s values, tapping into emotions can build lasting relationships.
Remember, engagement isn’t just about clicks — it’s about building trust. When your audience feels seen, heard and understood, they’re more likely to think of your brand when they’re ready to make purchasing decisions.
4. Be Distinctively On-Brand
One of the biggest pitfalls in LinkedIn advertising is blending in. With so many companies vying for attention, your brand needs to stand out. A staggering 84% of buyers can’t identify the brand behind a typical LinkedIn ad — so don’t let that happen to you. If your content lacks distinctive elements, even the most compelling message could get lost.
For B2B fintech marketers, the solution lies in maintaining strong brand identifiers: distinct colors, fonts, voice and visuals. Don’t be afraid to be the firm that stands out from the crowd.
5. Create Scroll-Stopping Content
LinkedIn ads are consumed on mobile devices by over 85% of users, making mobile optimization essential. You may have noticed LinkedIn’s continued moves to optimize its platforms for mobile users – most notably by adopting vertical graphics and images.
Horizontal social graphics and photos are valuable, but assets with vertical orientation receive an 11% higher click-through rate. Vertical videos, vibrant colors and engaging formats like polls, GIFs and carousel posts are key to stopping the scroll.
In our work, we’ve found that the clients that are willing to push the boundaries and use unique colors and visuals see the best results in terms of brand recognition. Amanda shared that using bold colors can increase brand recognition by up to 80%.
6. Offer a Value Exchange
The B2B fintech audience is highly discerning, so every piece of content you publish should deliver clear value. Address your audience’s pain points, provide actionable insights and don’t shy away from offering bold opinions. Including expert voices in your content, for instance, can increase your click-through rate by 100%. Thought leadership is powerful, with 60% of decision-makers willing to pay a premium to work with organizations that showcase high-quality expertise, according to Amanda.B2B fintech buying decisions are a long game. Amanda shared that it can take 13 touchpoints before a prospect engages with your brand. By focusing on these creative principles, you’ll not only maximize your LinkedIn engagement but also build a foundation for long-term business success.
