Fintech Launch Advertising Strategy

Free Marketing Resources: Advertising Strategy Outline

Tyler Scott Ward
May 30, 2019 · 9 min read

Disclaimer: All of the strategies and techniques outlined in this document are to be considered as an outline of best practices. Due to the fact that each launch is unique, and you may have information that conflicts with the below document or have a different paid ad strategy in place, the information contained in the below document should be adjusted to fit your strategy. If the below document doesn’t feel aligned with your current strategy please keep in mind factors or insight that may conflict with the below document and adjust to fit your current strategy or contact us so that we can discuss why a particular portion of this document is in conflict.


The purpose of this document is to lay out a strategy with accompanying best practices for white hat company, technology, and product launch advertising and to give an overview of exactly how to create ad campaigns, who to target and why, what platforms to leverage with your budget, and then breakdown the spending in hopes to better explain how to ensure massive growth.

Prior to paid ads

For a successful launch, certain elements need to be in place to maximize advertising efforts. With the immense number of upstart tech projects, having a high level of clarity is crucial — understand your company inside and out. Without clarity, there is ample opportunity that people who are not closely involved with your company will not understand the offering. When you know your company forwards and backwards… the website, technical overviews, blog posts, email communications, white papers, pitch decks, and one-pagers will be incredibly easy to understand and instill confidence in potential investors, clients, or users. One way to both garner interest in advance and help refine your message is to begin establishing personal relationships early on. Once these elements are in place, begin advertising your launch 4–6 months before it is scheduled to take place. Sometimes we hear clients say they don’t have that long to plan in advance…. But code is being written that far in advance so why is your marketing strategy not created the same way as your technology? You are running a business and the business side matters.

The type of technology you create will affect how your technology can be marketed. For example, when pertaining to digital assets and cryptocurrency, ensuring the token is a utility token — giving people access to a product or service that has immediate utility (as opposed to a security or investment) — you will be subject to far less regulation.

Token sales and technology launches have different regulations depending on the country, so the strategy will be different per geographical location. Expect there to be fewer regulations in countries other than the U.S. and China.

How we create ad campaigns

Possible objections:Think about common objections you have heard and formulate responses to them that appease people — these may be unique to your company.

  • Content type: Showing the right content at the right time is important in the education and conversion life cycle of potential investors. This happens over a period of time. Re-targeting people that seem engaged will keep you at the forefront of their minds. Eventually, awareness of your product or service will drive people to action if pushed through the funnel in the right way at the right time.
  • Videos: Videos are 5x more engaging than text and within 15–30 seconds you can give someone a quick and deep understanding of your service or product. Once they have seen a teaser video they can be directed to the website for more information. They can view a longer video with more in-depth explanation.
  • Testimonials: Promoting videos, quotes, posts and other similar pieces of content where others have spoken favorably about you is a powerful tool that can be used to instill confidence in users, investors, developers, or customers.
  • Downloadable content: Especially in B2B and SaaS businesses, inspire people to download your paywalled content to learn more about your company, technology, or product.
  • Landing page: Creative content that peaks people’s interests should direct them to a landing page to get additional information that will answer any questions they have and make them feel more comfortable in getting involved.
  • Native ads: Some sites will have the option to pay for and publish native ads — pieces of content that advertise your company by following your editorial guidelines. Having a content calendar will help align your native ads with your strategy. They may offer packages that combine banner/text ads along with native ads.
  • Compliance: Finance is regulated. Making sure to follow SEC compliance where applicable will guarantee long-term success. As financial technology becomes more mainstream, standing out from the crowd becomes increasingly important. There are still standards, however, that participants will expect you to adhere to. These standards give people enough confidence to take you seriously.
  • Market research: Market research is an important first step to creating a successful campaign. Defining and understanding the market with utmost clarity will define how you speak to your market and what it is they need to know.
  • Content locations: There are several main types of content that can be created and placed in paid positions to ensure receiving appropriate exposure.
  • Banner and text ads
  • Paid articles on relevant sites
  • Content topics: Over promises and guarantees will not convince people to user your technology or get involved. Honest transparency, however, will help potential targets feel comfortable. They should have all the information they need to make an informed decision.
  • Story: Share your story in a way that helps people understand the problem you are trying to solve in an engaging way and inspires them to buy in to your vision. What is the solution you are creating?
  • Technology: When is the launch? Why should people invest, use, and buy into your launch? How much have you raised to date? How many people are using your product or technology? What are you offering? What milestones on your roadmap will help you meet your goals? How does the technology work?
  • Team: What notable projects, technologies, or companies has your team worked on that shows they will help your technology or product be a success? Why is your team the right team

Who to target and why?

There are a few different groups of people that you may choose to target: investors, users, developers, clients, contributors, and people who have a specific interest in the product, technology, or service that you offer.

From there demographics can be broken down further, though (for the most part), they will consist of middle-aged men. This is something that comes as a shock to our clients at enterprise technology companies. However, 80% of the industry is men. Unfortunately, pushing a political or social agenda can cost you a lot of money. With the goal being to get the best, most cost-effective results, it’s important to know who you want to be talking to and address those people only by giving them appropriate information to make an informed decision.

Some questions to think about are: Have they used this type of product or technology before or are they first-timers? Are they comfortable with English or not?

Geography: Which countries or areas will be most receptive to your offering? Focus on creating ads for those embracing financial technology — taking into account language when applicable.

Technology: Alternatively, potential targets can be segmented based on their interest in a specific technology regardless of geographical location.

What platforms we recommend

Platforms are changing their restrictions on financial technology and digital asset-related ads quickly, which requires companies to become more creative in the tools they use and how they communicate their offering. Traditional ad networks have just begun banning cryptocurrency ads because of the scam-like nature some token sales had in the past, so they need to be navigated carefully. You also need to keep in mind all of the spam, lies, and bullshit people have read in relation with the fintech industry. This doesn’t just include crypto — think of all of the Paypal and Western Union scams you have read about. Understand people will judge you as if you are a bad actor if you do not behave in a manner that is in conjunction with ethical, white hat marketing.

Google & Other Banner Networks

In general, if paying per impression, the ads should be on high-traffic, high alexa-ranked sites.

Banner ad networks will allow you to publish ads related to your product launch to the most relevant sites. These networks should be connected with hundreds of highly relevant, trusted, high-traffic sites and can get your ads posted to many with a single click.

Be sure to look into industry-specific banner networks.

Many traditional ad networks have placed a ban on advertising financial technologies because of scams appearing on these networks. This ban helps eliminate scams, but will also limit how you can advertise and market. Companies will not be able to mention the crypto/ token sale aspect of the company in their ads.

There is a list of “blacklist” words you will have to avoid even if you are doing something extremely ethical and upstanding.

  • Facebook — With Facebook, you can hit a broad audience that is not necessarily technology-knowledgeable, but is very lucrative nonetheless. Targeting can be done to a higher degree on Facebook than Twitter. Using a pre-established contact list as a custom audience will allow you to create lookalike audiences and target more people that have similar attributes. Facebook’s Audience Insights tool can help you learn more about your audience to tailor ads even further. Facebook has banned the use of cryptocurrency, ICO, & IEO ads but that doesn’t mean you can’t use the platform to build fervent communities around a crypto-specific technology. By not focusing on a token sale and just advertising a technology that uses blockchain you can normally use Facebook to build a community around your company, brand, and product. In regards to fintech that doesn’t use crypto, it really depends what you are trying to do. Normally, you cannot advertise an investment of any kind and/or a financial product. Working with a seasoned professional with experience in the space will help you navigate the waters and avoid pitfalls, excess expenses, and banishment from platforms.
  • Twitter — Twitter has a strong technology community. This may not be immediately apparent because so many people in fintech are trying to stay under the radar. Unfortunately, you can no longer use crypto for advertising. You can only use it for organic marketing since their ban is heavily enforced. However, you can build a Twitter following via organic marketing and since Twitter’s algorithm is still chronological as of this writing you can say whatever you want in non-sponsored posts so long as you follow Twitter’s terms and conditions.
  • LinkedIn — We have had very little luck marketing via LinkedIn for anything related to financial technologies. I think executives read a bit on LinkedIn, so they think it works. However, unless you are a multi-billion dollar company who is the premier leader in your industry, a CEO is unlikely to read your content.

Industry-specific news websites:

People with an interest in your specific industry will frequent websites, blogs, or forums relating to your particular technology making these websites an ideal place to place for highly targeted banner ads, dynamic ads, text ads, announcements, and articles. Many times, these sites will offer package deals for PPC or Pay Per Impression. Working with an agency will guarantee getting published on top-tier sites. They can also help you manage performance and can help compare that performance to various mediums.


While you may not want to pay for these opportunities, backlinks on high profile sites legitimize a nascent product, technology, or company and can improve search engine rankings. Backlinks are a paid medium for search engine optimization that should be coupled with a solidified organic SEO and content strategy. Backlink purchases go against most major search engine’s rules but these are companies and not legal authorities. There is an entire industry who can help you navigate and purchase safe and relevant backlinks.

Quora, Stack Overflow, and Reddit — We’ve seen varying degrees of success with Quora, Stack Overflow, and Reddit so we decided to group them together in terms of PAID ADS. We recommend trying the big 3 in digital marketing (Google, Facebook, and Twitter) before trying and testing on these platforms. In some scenarios, you may want to find an agency specific to that medium if you believe it is crucial to your offering’s success.

Proof Systems

The premier digital marketing agency for fintech companies.