Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
High interest rates and a downmarket reputation don’t usually make for good marketing. But online lender Bond Street is trying to turn that messaging around with a content marketing strategy that focuses more on user experience than the nitty gritty.
“That’s really helped us organically build a reputation within certain industry categories and geographies,” said Michael Jones, director of community development at Bond Street. “We’ve concentrated our efforts towards initiatives in which we can serve as both an advocate and resources to small businesses.”
Many small business lenders strive to build a community by creating products and services to help people beyond just a transaction, said Ian Benton, an analyst in Javelin Strategy’s small business practice. And it’s not just the nonbank lenders. Banks are just as focused on the customer relationship, which was once built and developed in person around a transaction. Technology has widened the gap between the borrower and the lender so much so that the lending industry is almost entirely commoditized and shopping for lenders is easy.
“Customers don’t need to have the previous relationship, so banks and fintech providers are looking for reasons to strengthen those customer relationships,” he said.
More in Marketing
The chance to win the holiday marketing season has already come and gone, per Traackr’s holiday report
The influencer marketing platform tracked the top brands according to VIT, Traackr’s proprietary metric for visibility, impact and trust.
The EU’s Digital Omnibus offers relief for ad tech, but hands more power to Big Tech and AI agents
What it means for GDPR, ad tech and the online media industry as a whole.
Future of Marketing Briefing: Bold call – the legacy influencer agency doesn’t fit the new market
The influencer shops that once drew investor enthusiasm are now ceding ground to tools that promise scale, predictability and a cleaner margin story.