Fintech - How to Be Successful in Fintech

Fewer than 20% of product marketers talk to a customer, which can lead to walls being built, reinforce negative stereotypes and alienate people. A study in 2022 found that people will seek out companies that prioritize social responsibility, diversity, equity and inclusion. This shows that people want companies that care about the same things that they do. Sydni believes that in order to be successful in marketing, it is just as important to be inclusive and empathetic with your audience as it is to remember that they are people first. In order to create customer-centric content, Sydni has developed a framework beginning with each letter in the word “listen”. This framework includes taking the time to listen to your audience, investing in building relationships with them, and maintaining a mutual dialogue that is beneficial to both parties. To create truly customer-centered content, you cannot go into the conversation with an ulterior motive, but rather must be interested in simply learning about the customer and their journey. It can be difficult to not make assumptions about people, but they still happen. Be sure to look into whether your assumptions are accurate. Being humble allows for a better connection, which can be improved over time. Check your assumptions about your audience and your material to ensure you are not failing. Have your customers be a part of your team. Show them that you are concerned about their wants, even if you do not presently know how to satisfy them. It is alright if you do not have all the answers, but it is also alright to not have all the questions. Being humble is necessary for connection, but you need to collaborate to find answers. Inclusion is often thought of as a solely race related issue, however, it is important to show the diversity of people in your audience in order to really understand them. There has been a lot of interest in supporting minority-owned businesses, specifically Black-owned businesses, in the fintech industry over the past two years. The term "redlining" comes from the actual red lines that were used on maps to identify neighborhoods that were predominantly Black as "hazardous". These maps were used by government-sponsored agencies to deny lending and investment services to Black Americans starting in the 1930s. The Fair Housing Act of 1968 attempted to end these discriminatory practices but did not completely end federal redlining. People started losing their houses and businesses soon after they started earning money, so now there is a lack of trust in financial institutions among the Black community. If you want to be successful in fintech, you need to understand the history, culture, and attitudes that drive their beliefs and behavior. You need to show deep empathy to ensure your audience feels understood and that they think of your brand as a community, not just another company trying to sell them something. You may not be the person you're marketing to, but you can put yourself in their shoes if you invest the time to get to know them. There is no one-size-fits-all answer to the question of how to best spend your money to support diversity, but the Association of National Advertisers offers a list of diverse vendors in the marketing space that can help get you started. Keep in mind that each of these diverse groups brings their own unique experiences, insight, and expertise to the table, which can only serve to benefit your brand. So even if you're feeling scared or unsure, it's important to take action instead of remaining stagnant.

(source: https://contentmarketinginstitute.com/articles/create-diverse-inclusive-content)