Non-bank lenders - Who buys and how do they do it?

Non-bank lenders - Who buys and how do they do it?

This report highlights the 22 companies from the non-banking sector, including:

  • Debtor finance
  • Marketplace lending
  • Commercial lending
  • Personal lending

Who searches Non-bank lenders?

In Figure1 we see some examples of buyer personas which commercial non-bank lenders focus on.

For any marketing strategy, the starting point is understanding who your buyer is. This is the key to all successful communications. Each sector will have an ideal set of buyers and personas can differ between competitors.

Here we can define the consumer needs, pains and gains and answer people as they view communications such as website copy, offers and tone of language through EDM’s and even how we speak to people over the phone.

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Figure1 Source: Showtime_Buyer_Personas

How do people search Non-bank lenders?

Search terms - P2P business

Here (Figure2) we see a list of converting search terms people use to start conversations with marketplace lenders and which exhibit high buyer intent.

While there is a select amount of terms which dominate the category, people search from a diverse range of keyword searches.

 

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Figure2-Source: Google AdWords

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Figure3-Source: Google AdWords

Search terms – Debtor finance

Figure3 shows a list of converting search terms people use to enquire with the debtor finance category.

The staple terms are even more fragmented than in the business loans category. Several factors influence this, education levels, age demographic and prior awareness of the category.