Should Fintech companies start taking LinkedIn seriously again in 2021?

Numerous bodies agree that LinkedIn is the ideal place for a Fintech company to market itself because serious users have selected to be there. Yes, you are right in thinking Facebook is the dominant Social Media space but LinkedIn Marketing tactics should not be overlooked. A Hootsuite white paper makes the point that part of what builds traffic on LinkedIn is career-oriented “FOMO” — fear of missing out — on what competition has seen.

Why LinkedIn? Is it even relevant?

In reality, LinkedIn is overlooked. The social media platform can help market your company by casting out multiple hooks at the same time. ranks the top ten social media sites by membership as a percentage of world internet users (excluding China) and the percentage of active users:

Facebook: 85% membership, 77% active users

YouTube: 82%, 86%

Facebook Messenger: 74%, 57%

Instagram: 69%, 66%

WhatsApp: 69%, 61%

Twitter: 59%, 47%

LinkedIn: 43%, 31%

Pinterest: 39%, 31%

Snapchat: 39%, 27% Skype: 30%, 25%

In this years (2020) third quarter. LinkedIn reported record engagement levels as they mentioned 772 million professional were actually engaging with the site.

In an attempt to appeal to its users LinkedIn added a feature to match Instagrams “stories”. Back in September, the social media platform got a touch more personable. Another way to market directly to consumers while keeping track of what users are actually interacting with your content. Additionally, you can prompt interaction with the feature to keep users engaged with your brand.

Why Fintech leaders should get into LinkedIn

LinkedIn is especially important for commercial lenders and mortgage advisors, the sort of people that are sought out for their 1 to 1 knowledge. This makes it ever more important that the bodies within this space keep their pages optimised and interactive to entice potential business partners or even customers. A well optimised personal profile will not only boost credibility for your own personal brand but additionally the organisation that you represent. LinkedIn Marketing Tactics are often overlooked but we have come a long way since then, the platform itself needs to be used in more of a b2b brand identity sense with hopes of organic sales off the back!

Certain bodies speak highly of LinkedIn’s platform ability to help marketing professionals tightly focus on qualified members. One feature named “LinkedIn Sales Navigator” for example helps sift out the best leads for specific targeting. LinkedIn does its best to not give the targeting away, the more you target, the more you have to pay.

One aspect that is overlooked on LinkedIn is the use of posting content over the weekends, both paid and organic. While most LinkedIn veterans may think only Monday – Friday is relevant, that is not the case. Weekends are often the time when leaders of bigger organisations catch up on admin time and have a scroll through LinkedIn, therefore as they are not expecting content or interaction because everyone else isn’t active, it may be the perfect time.

How much freedom should employees have on LinkedIn?

In recent years, the concept of Employees representing your organisation as “Brand Ambassadors” has grown very popular, but they are not to be let completely off the lead. Many Fintech companies like to tightly rein in what employees say and do on the social media platform. Some Fintech leaders think it’s a mistake to place too much responsibility on Employees to use their own creativity in crafting content or promoted messages.

Certain Fintech companies use LinkedIn training that includes quality control measures in the form of things like how to take good photos to go with posts and how to tag them to improve their search engine optimisation value. They are encouraged to customise messages, so they make stronger connections.

Essentially, it’s recommended that not just Fintech companies but digital organisations as a whole should utilise the use of any digital space they can. If you have 25 employees, 20 of which have the capability to be active users on LinkedIn, your company should utilise the 20 marketing vessels they have there! If Employees are taught your ideal way to communicate and interact with certain individuals via the Social Media Platform, then in theory there should be no harm to come. Just ensure the content they share will represent your organisation positively!