Online mar­ket­ing drives TAB Cap­i­tal’s busi­ness growth

In a tête-à-tête with Ravi Lal­wani, Ab­hay Bhutada, Direc­tor, TAB Cap­i­tal, shares the de­tails about the brand­ing and en­gage­ment strate­gies adopted by the com­pany:

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Dr. Ravi Lal­wani: TAB Cap­i­tal is one of the pi­o­neer­ing NBFCS in In­dia with ex­per­tise in dig­i­tal lend­ing. What are your com­mu­ni­ca­tion strate­gies for reach­ing out to SME and MSME com­pa­nies?

CA Ab­hay Bhutada: The core ob­jec­tive be­hind our mar­ket­ing ac­tiv­i­ties is brand aware­ness and lead generation. We are mak­ing use of a mix of online and off­line com­mu­ni­ca­tion chan­nels for reach­ing tar­get cus­tomers. The monthly mar­ket­ing bud­get is be­tween `20–25 lakhs and out of this `15-20 lakhs is de­ployed for online mar­ket­ing with `5 lakhs used for off­line ini­tia­tives.

We pri­mar­ily fo­cus on online mar­ket­ing ac­tiv­i­ties since the core busi­ness model is dig­i­tal. For online mar­ket­ing, we make use of SEO off-page and on-page ini­tia­tives along with search en­gine mar­ket­ing and so­cial me­dia mar­ket­ing. We also use email mar­ket­ing, con­tent mar­ket­ing and Google Ads. The ma­jor mis­sion be­hind paid and or­ganic ac­tiv­i­ties is to fruit­fully pro­mote our loan prod­ucts and to in­crease traf­fic on our web­site in tan­dem with gen­er­at­ing newer leads.

We are fo­cus­ing on print me­dia for brand aware­ness and pub­lish print ad­ver­tise­ments in mag­a­zines and news­pa­pers. We also dis­trib­ute pam­phlets along with par­tic­i­pat­ing in var­i­ous events and ex­hi­bi­tions. We have re­cently ad­ver­tised in pres­ti­gious busi­ness news­pa­pers like The Times of In­dia, Busi­ness Stan­dard and Eco­nomic Times. These print ad­ver­tise­ments have def­i­nitely sparked an in­crease in the num­ber of loan ap­pli­ca­tions on our web­site.

How you are us­ing net­work mar­ket­ing to reach your cus­tomers?

Tab Cap­i­tal is an ac­tive mem­ber of re­puted MSME/SME Cham­bers in­clud­ing SME Con­nect, MCCIA and CIMSME. As a mem­ber of these com­mu­ni­ties, we ac­tively par­tic­i­pate in all SME cen­tric events and ex­hi­bi­tions with a view to­wards pro­mot­ing our busi­ness.

Share some de­tails about the mar­ket re­search ac­tiv­i­ties of your com­pany? Do you have any mar­ket re­search about your ideal client or your prod­uct/busi­ness that you can share with us?

The mar­ket re­search ac­tiv­i­ties adopted by TAB Cap­i­tal are cus­tomer sur­veys, direct mail­ing, tele­phonic sur­veys, etc. Our sales peo­ple and cus­tomer sup­port team helps us in un­der­stand­ing cus­tomer per­sonas through their in­sights.

What is your long­est-term mar­ket­ing strat­egy and how are you ex­e­cut­ing it?

TAB Cap­i­tal’s long­est-term mar­ket­ing strat­egy is to po­si­tion the brand in the minds of our tar­get au­di­ence. We have re­cently hired a re­puted brand­ing agency with fu­ture plan to hire a PR agency for pro­mot­ing our lat­est news and com­pany press re­leases through mul­ti­ple me­dia chan­nels in In­dia.

Typ­i­cally, what are your very short-term mar­ket­ing strate­gies and how are they ex­e­cuted?

The short-term goal at TAB Cap­i­tal is to scale up web­site traf­fic and gen­er­ate more leads. We are con­tin­u­ally en­gaged in boost­ing our prod­uct ad­ver­tise­ments on Google, Face­book, Linkedin and other online chan­nels. We presently have 1 lakh fol­low­ers on our Face­book page as well.

Share some ex­am­ples about cus­tomer ex­pe­ri­ence improvements in­tro­duced by your com­pany?

Our en­tire busi­ness model is geared to­wards en­hanc­ing lend­ing ex­pe­ri­ences of cus­tomers. Pre­vi­ously, cus­tomers were more de­pen­dent on tra­di­tional lend­ing in­sti­tu­tions for rais­ing nec­es­sary funds for their busi­ness re­quire­ments. How­ever, there was al­ways a long wait for ob­tain­ing busi­ness fund­ing while ap­proach­ing tra­di­tional fund­ing chan­nels.

Through our dig­i­tal lend­ing plat­form, we have cre­ated a more con­ve­nient and has­sle-free lend­ing process by en­abling cus­tomers to ap­ply online, up­load their doc­u­ments online and there­after get their de­sired funds in just 2 work­ing days. Cus­tomers no longer have to visit branches of fi­nan­cial in­sti­tu­tions to ap­ply for loans.

Ab­hay Bhutada gives im­por­tance to tra­di­tional me­dia for en­hanc­ing brand aware­ness

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