Short term loan provider marketing strategy with CreditStar as an example

The current market competitor analysis shows the following:

Creditstar should continue 20%-40% of time focus on optimising current channels.
Invest the rest into finding the new ones.

Additionally, focus on creating a stronger brand in certain geographies. Create funnels to support it.
Grow relationships with traffic partners, as well as industry professionals and opinion leaders.


The company

CreaditStar is an Estonian based short term loan company with operations in 8 countries.
The group has over 500,000 registered customer accounts and total assets of over 65mln euros.

The company has different market penetration on each of the markets it operates in.
For this analysis I will focus on Spain and Poland.

Current Marketing Strategy

CreditStar relies heavily on the following new customer acquisition methods:

  • Search (paid and organic)
  • Email marketing
  • Affiliate partners

Also, about 50% of their traffic is coming from direct visits.
Either from repeat customers or people that have seen their ads offline.

In other markets the company relies more heavily on display ads as well.

Opportunities

The CAC is getting more expensive.
Buying traffic is eating into the profits.

Considering this, constant testing of new channels for client acquisition should be priority #1.

Some of the channels I would consider:

  • Ads on question/answer websites, like Quora
  • Advertising through influencers (Instagram)
  • Domain redirects through Zeropark.com platform
  • Local search engines (example is seznam.cz)
  • Push notification ads
  • Native ads
  • Twitter and Reddit platforms

Creating a strong brand presence

This strategy is called “branding through performance”.
The use of performance marketing methods to create a strong brand.

This is a sample of a longer term strategy aimed at building awareness among potential clients.

The goal here is not to convert people into clients right away.
Rather to build a database and market later (with retargeting, emails, chats, social, etc.).

SEO & SMM

Investing into the trifecta of onsite content creation, SMM and link building should be the priority.

In case of CreditStar it is worthwhile to start with the “low hanging fruits” first (onsite SEO) – building content around the topics with lower competition on search engines.

There is a big potential here.

For example, in the Spain, Creditstar gets about 5-6K visitors from search.
Its competitor Vivus.es 50 times more:

A lot of factors play role in the SEO today.

Social media signals (engagement, shares, etc.) is one of those factors.
Another is visitors’ behavior on the site.

It is important to work on content creation on websites as well as social media simultaneously.

As an idea for content, it is worth checking Financer (loan comparison website with 85% of traffic being organic).
For social media ideas, I like how Vivus.pl is managing their Facebook page.

Other tips

Grow relationships

The company should continue to build relationships with new and old marketing partners (networks, super affiliates).

Network with opinion leaders (financial bloggers, journalists) for future content distribution to get backlinks and PR.
These people are always in search for good quality content.

Create more funnels

To support the brand growth strategy a new funnels needs to be developed and tested constantly.

There are many different tools that can help making this process faster without web development team (Clickfunnels, Klaviyo, Keap, etc.)

The idea of such funnel is to build relationship first – giving value with occasional promotion.
A “give, give, give, sell” approach

The value could be monetary or not. Either in form of a special offers or simply in form of a useful content.
Providing real value always establishes stronger ties with the brand.

Simple funnel idea for Facebook:

Final suggestions

Test how same piece of content performs in different countries.
I would start with one country at a time. Replicate success to others.

There is a big untapped resource in a form of data that Creditstar has collected over the years.
Anonymised, it could become a great source of new unique content ideas.

Here is an unconventional blog for inspiration – OkCupid.

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