Friday, 18 August 2017

Information and commentary for the small business banking industry

How banks can impress their small business customers

31 Mar

More and more, banks are coming to realise that their small business customers can be just as valuable to the bank as their big brothers. Small business is becoming a large part of the U.S. economy, and we’re seeing more banks changing their focus to accommodate their small business customers.

If you’re taking a long hard look at the small business section of your bank, and what it can do to improve its services to existing customers while luring in new ones, the first place to look is at the bank’s website.

Everyone’s online these days, whether on a computer, a tablet or a smartphone. Everyone does their research online, and small business owners often look to their bank for so much more than financial advice and lending solutions. So this is where the bank can really take the lead and impress its customers, existing and potential.

A Small Business Resource Center

It’s not just enough to have a small business section of the website that lists your products and services. To really build good relationships with your small business customers, you need to offer them valuable resources that will help grow and manage their business. Some of the fundamentals include:

  • A business plan guide and template. Emphasize how important this tool is for not just starting a business, but for keeping it on track during its lifetime. Make available to your customers a template that’s accompanied by a guide on how to use it, and offer to review the business plan when it’s complete.
  • Cash flow and sales forecast guides and templates. These are essential financial tools, and they should be conducted regularly.
  • A break-even analysis guide and template. This is essential not just for starting a business, but for any new venture a business owner undertakes from then on, such as moving into exporting or developing new products and services.
  • Case studies that are not only useful and entertaining for small business owners to read – it’s always inspiring to read how well others are doing and take advice from them – but it’s a great opportunity to showcase how the bank was involved in their success.

These are just the start. They’re the bare bones with which to launch a Resource Center, but there’s so much more that can be included, such as blogs, business guides, financial calculators, action plans and health checks. And of course, it’s important to include clear CTAs so that your existing customers can maintain their relationship with you, and potential customers can get in touch with you.

Here at TSBC, we’re the content marketing experts, with a whole range of solutions including a complete small business resource center. Contact us here to find out how we can help you.


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Glen Senior
Glen is the founder and CEO of The Small Business Company, a New Zealand based agency that specialises in helping banks communicate with small businesses through content marketing. He has written a number of books on small business principles and is a sought after consultant and conference presenter.

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