Introduction
Most fintech buyers will not approach you the first time they hear about you. They may check your website, read what your team posts, look at who already works with you or ask someone in their network.
Linkedin is one of the social media platforms where this discovery/validation happens.
Lovable, a startup, attributes its LinkedIn content marketing to one of the key reasons behind its revenue growth from $0 to $200 million ARR within 12 months.
There is an example in the fintech space also. Payflip, a Belgian startup also said the same.
But success on LinkedIn means much more than the success that your company’s content page gets.
This article is about how to leverage LinkedIn as a platform to growth-hack your product adoption in the fintech space and get customers that pay.
What is Linkedin content marketing?
Content marketing on LinkedIn for fintechs must not be limited to just posting engaging content on the company’s LinkedIn page.
LinkedIn doesn’t push company content as much as it pushes the content of people writing on that platform.
For context, look at Zerodha’s company page on LinkedIn. It has 600K+ followers and is one of the most reputed fintech brands in India.
However, it has barely any engagement on its posts. Hardly any posts cross a 100 likes even though the content is mostly of great quality.
On the other hand, their founders, Nithin Kamath and Nikhil Kamath, post quite frequently from their handles and their popularity is second to none in the Indian fintech space.
Some brands have successfully used their employees as well to post content on LinkedIn to spread the word. These could be their top employees or even the most junior employees about what they learn in their daily lives in building products and campaigns that impact millions of lives.
Karthik Rangappa, the Chief of Education at Zerodha, has himself been quite active on social media. He keeps on sharing about the developments he works on in the space of Education at Varisity by Zerodha.
Kailash Nadh, the CTO of Zerodha, albeit not very active, does write on LinkedIn whenever there’s a major update to share.
In fintech, this matters more than it does for most industries. You are asking a customer to trust you with its money, financial data or regulatory workflows, so not everyone would buy on impulse.
Founders, CFOs, heads of product and compliance leads are already on LinkedIn and they check who you are there long before they reply to a sales email.
This is why the quality of your content matters and where LinkedIn content marketing comes in.
LinkedIn content marketing is the part of LinkedIn marketing that runs on what your company, founders, CXOs and employees publish. It means creating and sharing useful educational material so that decision-makers start to trust you before they ever need you.
Fintech products are difficult to understand, which means the brand that explains them most clearly becomes the one buyers remember. The fintechs doing this well aren’t posting more than everyone else. They are following a few specific strategies and the results are public.
LinkedIn content marketing strategies that work for fintech brands:
Educate before selling:
Most fintech pages read like a product brochure. One way to make the company useful on LinkedIn is to explain developments that customers are already trying to understand.
Every time a regulator publishes an important circular, post an explainer within 48 hours: what changed, who it affects and what to do next. Skip the product mention. The expertise is the ad.
ClearTax built its brand by helping people understand taxes before asking them to use its products. This approach helped ClearTax build a large audience around tax education and 100,000+ followers on its LinkedIn page.
Product communication:
Every time you ship an important feature, write about it and how it impacts your users.
Encourage the relevant team that worked on that feature to write about it. They have the best insights on how and why they built that product.
While the hero account of the company (could be one of the founders) can post about the most relevant updates, the minor updates as well as the major ones can be taken up by the relevant CXO or team member.
Ionic Wealth does this very well when they launch new features. Mayank Rathi, their Chief Product Officer and Founding Member, writes quite often about the features they keep shipping.
Employee advocacy:
A company page reaches its followers but employees bring their own professional networks, which may include customers, former colleagues and people working in the same industry. One widely cited benchmark puts employee posts at up to 2.75 times the impressions and 5 times the engagement of company page posts.
Lovable, the AI app builder treats employee posting as a growth channel, not a side activity. The company even has a system for it called “bee swarming”. A handful of Lovable employees hold roughly 460,000 LinkedIn followers between them. The company reached $200 million in annual recurring revenue in under a year with about 100 employees.
Get customers to post for you:
A company saying their product works is marketing but a customer saying the same thing works as evidence. This adds trust in buyers who need proof that another business or customer has already trusted the product and reduces their uncertainty.
Instead of asking for five-star reviews from customers, add a button on your app that helps people to post their honest reviews.
Post customer stories where they come off as knowledgeable or create customer spotlight posts, which also gives them a reason to repost.
Charlotte Schmitt, founder at Octolens, shared a post where she mentioned how one public review by Vercel CEO Guillermo Rauch helped in the exposure of the product and brought many customers. Another review by the brand Railway produced Octolens “highest-quality sign-ups of the year”.
Publish your own data as small charts:
Fintech companies have useful data and their research, so instead of using that data only in long reports make individual posts or charts about it, explaining it in a simplified way.
Original research gives fintech brands an advantage on LinkedIn. Creating your own research gives audiences a reason to stop scrolling because it offers insights they cannot find elsewhere.
1 Finance follows this approach through the 1 Finance Magazine, where it publishes research-backed insights on personal finance and investing. This helps the brand build credibility by contributing original perspectives instead of only commenting on existing conversations.
A single interesting finding can be enough for a post. Show the data clearly, explain what changed and add the context a reader needs to understand why it matters.
Peter Walker, Carta’s Head of Insights, turns Carta’s data on 60,000+ startups into single-chart LinkedIn posts on fundraising and compensation benchmarks. His method is “atoms to reports”: The secret to using LinkedIn as a signal, posting small “atoms” of data first and only building long reports once they prove successful. This resulted in 28 million organic LinkedIn impressions in a year, reach that would have cost over $840,000 in paid media.
How does it help you in building a brand and acquiring customers?
As the main objective is to build trust before the first sale, this is exactly what LinkedIn content marketing helps with.
Every customer story, educational content, insights and research creates familiarity. This helps the fintech companies to move beyond traditional marketing and instead of relying only on paid campaigns, content creates multiple connections through founders, employees, customers and industry conversations.
Over time this builds brands credibility and staying visible with relevant insights ensures your company remains top of mind when buyers are ready to evaluate solutions. It also creates a stronger distribution network as founders, employees and customers collectively expand your reach beyond what a company page can achieve alone.
The goal of LinkedIn content marketing is not just to get likes or impressions. It is to build enough trust and credibility that when a customer is ready to buy, your company is already part of the conversation.
Building a brand on LinkedIn requires more than regular posting. It requires a clear content strategy, industry understanding and the ability to turn expertise into trust.
At Fingrowth Media, we help fintech and BFSI companies build trust, create meaningful content and turn LinkedIn into a growth channel through research-led storytelling, content strategy and distribution.
If you are looking to build a stronger brand presence and acquire customers through content, connect with us at Fingrowth.