Al Raedah Finance
Supporting The Growth Of Saudi Arabia’s SME Landscape By Lifting The Stigma around Business Loans & Empowering Business Owners
Challenge
Al Raedah Finance provides rapid and flexible financing services to small and medium-sized enterprises in Saudi Arabia. Their target audience is mainly young businesses looking for urgent financing while they overcome banking obstacles, but also serve more traditional and established businesses.
The client wanted to promote Al Raedah Finance as pioneers of bespoke financing solutions by: building brand awareness; providing tips on entrepreneurship; and interacting with the Saudi business community.
Al Raedah Finance’s website was overloaded and inaccurately targeted, with visitors averaging 3:44 mins on the site before leaving. Their social media pages were commercial and non-engaging, meaning Al Raedah Finance was losing out on potential millennial clients who may be looking for original and interesting content.
Our challenge was to optimize the user journey on Al Raedah Finance’s website and inspire new business leads. We also had to overcome cultural constraints around financing and declaring credit information in Saudi Arabia.
Intervention
Al Raedah Finance came to us at a time where entrepreneurship and innovation is actively being encouraged in Saudi Arabia and part of the Vision 2030 program. We saw this as the ideal opportunity to capitalize on a growing trend of start-up businesses and connect to the new generation of entrepreneurs.
We used Twitter polls to conduct research and gather insights, asking finance professionals and entrepreneurs about the main obstacles in the sector.
Firstly, we developed a communication strategy for Al Raedah Finance that was a complete change of direction for the brand, by focusing on featuring successful SMEs taking out financing and loans to face daily challenges such as brand expansions, renewed machinery, paying off salaries; and seeing the behind the scenes of their businesses.
Additionally, social media content featured Al Raedah Finance’s team of experts in a series of videos educating entrepreneurs on how to run a successful business, giving them top tips, sharing motivational quotes and featuring success stories from Al Raedah Finance clients and noteworthy Saudi entrepreneurs.
Secondly, we launched an online marketing and online advertising campaign that launched on a variety of different channels, including Google Display, Twitter, Instagram and LinkedIn, while managing a large budget. Ads were designed and targeted for each channel, meaning the right message reached the right audience, for example, LinkedIn Inmail was used to reach professionals and business owners who might be eligible for an Al Raedah Finance loan.
Results
The strategy and content we created transformed Al Raedah Finance’s communication, helping it effectively reach lead generation and the target audience of young entrepreneurs by providing valuable, relevant and engaging messaging that not only demonstrated the value of SME financing, but that would also support them in growing their business.
In recent months, we adapted content to Covid-19, ensuring it was current and relevant by giving tips on how to weather the storm of the global pandemic and plan ahead to minimize the cost of recession.
The online ads acted as an essential tool to generate leads and convert them into potential clients, driving traffic to Al Raedah FInance’s website.
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