Last week was a fantastic time at Fintech Fringe Festival 2024!

Four days of engaging talks about fintech scaling: sales, marketing, regulation, scaling strategies, fundraising, and product development. All the best about fintech under one roof – it was a legendary industry event.

Drofa Comms' Executive Director Masha Balanovich, led one of the panels for marketers – Branding in the Practical Fintech Industry: Personalities and Social Media.

We've collected key takeaways:

• B2B is always about a personal touch. Don't ignore personal brand development if you're a key personality in your business.

• Pay attention to what employees post about your company: provide communications guidelines to avoid misleading posts and encourage them to publish because, at the end of the day, people buy from people, even if it's not about executive relations.

• You can't always measure ROI in social media: estimate your growth comprehensively – the number of people interested in your brand and how they are engaged.

  
  

• Consider the tone of voice of your executives: if it's a third party writing on their behalf, ensure it sounds organic to the person. Among trillions of generic posts and AI-generated content, being authentic is always a winning strategy.