Many companies now offer readily available capital
Small businesses feel that access to large banks is limited. Payment and website vendors now offer a host of readily available loans for small businesses.
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Messaging for financial services marketers:
A loan should be more than a check — it should include access to a dedicated team who understands your business and will be there as your needs evolve. You’re here to give them that access.
Insight for all industries:
Find moments where something feels out of reach for your audience, then meet them in that moment with content that clearly communicates how you provide access.
Community fuels small business success
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Messaging for financial services marketers:
Your team and your business owners customers live and work in the same community. Your team has collective knowledge they can tap to grow their network and their business.
Insight for all industries:
No one wants to do it alone. The right content in the right channels can demonstrate how others have benefited from your product or service, and help individuals feel part of something bigger.
It’s when, not if, a business will need to pivot
Every business we talked to had at least one — if not multiple — pivots to a different model, a different product, or a different business altogether.
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Messaging for financial services marketers:
Your SMB team understands the pressure to adapt, to constantly evolve, to reinvent yourself. Business owners can count on the fact that your team will support them through whatever the future brings.
Insight for all industries:
In what way can your audience count on you? Maybe it’s to deliver constant innovation, or maybe it’s to stay exactly the same. Whatever it is, communicate it with clarity.
Customer service is the linchpin of the banking relationship
Messaging for financial services marketers:
Above mobile apps, above competitive interest rates, above convenient branch locations — you should prioritize customer service. Business owners can’t count on much, but they can rely on your customer service.
Insight for all industries:
Whether you’re offering a dedicated account representative or providing personal responses to customer service emails, make industries feel like there is a human somewhere in your organization that cares about them. It can give staying power to the relationship.
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4 ideas for communicating with small business owners
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