Lending Club aims to increase business loans issued by 25% in Q1 2016 through a digital marketing strategy. This includes content marketing like a blog, email marketing targeting different customer segments 2x/week, and social media like LinkedIn to target entrepreneurs, Facebook to learn about customers, and Twitter for feedback. Search engine optimization and paid search will target keywords like "small business loan calculator". The goal is to acquire new customers, increase brand awareness, and provide helpful resources to small businesses.

1. Comprehensive Digital Marketing Strategy for
Lending Club
Prepared by Team 4
Hayes Valley:
Daniel Lezama
Narae Lee
Nishanth Bheemesh Sumithra
Laura Catalina Cruz Vasquez
Peiyi Lei
Vitaly Bulatov

2. Introduction
Lending Club - business loan
Positioning statement, value proposition and differentiation
Existing competition
Main business objective
Target market
Digital Marketing Plan
1. Content marketing - Blog
Why we chose it
Micro goals
The content
KPIs
2. Email
Why we chose it
Frequency
Content
Segmentation
Macro goal
Micro goal
KPIs
Results
3. Social media
Why we chose it:
a. ​LinkedIn – to target entrepreneurs
b. Facebook – To learn more about customers
c. Twitter - To get real-time feedback about products or services
4. Search Engine Marketing
Search Engine Optimisation
Keyword Strategy
On-page optimization tactics
Link-building strategies
Paid Search
5. Mobile
Mobile website
Mobile ad
Mobile app
6. Traditional channels

3. Introduction
Lending Club - business loan
“Lending Club is the world’s largest online marketplace connecting borrowers and investors.
We’re transforming the banking system to make credit more affordable and investing more
rewarding. We operate at a lower cost than traditional bank lending programs and pass the
savings on to borrowers in the form of lower rates and to investors in the form of solid
returns.” (lendingclub.com, 2015)
Lending club was founded in 2006, in the beginning they only focused on helping individuals
with their personal loan services. In March of 2014 they started providing small business loans.
The business loan they claim is from 15,000 to 300,000. In December of 2015 the share of
business loans were 0.99% of total loans. This accounted for $22M loans issued in Q3 of 2015
which is a 17% growth from previous quarter.
Positioning statement, value proposition and differentiation
“Grow your business with an affordable, easy business loan” is the company’s positioning
statement for business loans. Here is their value propositions:
1. Cheap and transparent financial product - “No prepayment penalties or hidden fees”
2. Convenient application process through the Internet - “Apply under 5 minutes”
3. Have advice on how to make business decisions better from the Client Advisor - “You
are not a loan”
Existing Competition
Lending club has two types of competitors: conventional banks and other alternative lending
platforms. Firstly, conventional banks such as Citibank, Bank of America or Wells Fargo are
strong competitors simply because they are seen by business customers as more trustworthy
partners. They are well known companies and entrepreneurs tend to reduce the risk as much as
possible so they want to work with more reliable organisations. But these banks are demanding
and it is difficult for a small business owner to get a credit from them. One of the drawbacks is
that Lending Club has not built yet a strong brand image as the conventional banks have in the
business loan market.
Secondly, the other competitors such as Kabbage, OnDeck, and LendingTree are the lending
platforms which operate their business fully online. Except LendingTree, they are purely
focusing on business loans and launched their businesses around 2007 to 2009 just like Lending
club. All of these competitors claim easy, simple, and fast application process and demand
minimum requirements. However, a 100% online and automated service gives quick and easy
loans to customers but at the same time it can give weak credibility comparing to the
conventional banks. And Kabbage is the strongest competitor because they are the top provider
of small business loans and they ranked number one on ​Forbes “100 Most Promising
Companies List”. Therefore, to expand the business, increase brand awareness and online

4. presence for Lending club, it is important to promote a variety types of online marketing
channels and utilize different tactics for each channel.
Main business objective
Our objective is to increase the amount of business loans issued by 25% in the Q1 of 2016 for
Lending Club.
Target market
Passionate
Fred
Visionary
Greg
Startup Gina Hardworking
Cleo
Improvement
Michael Passionate Chris
Position CFO Owner VP Owner partner partner
Description
Active
entrepreneur,
creates small
businesses in
non tech
sphere
3 chains of
food truck
owner
with the
shape of a
flying
carpet
tech
company,
need money
to pump up
the producing
of the
good/service
Small
restaurant
owner
Renovation of
machines
Printing Press
Owner/family
business
Geographic
San Francisco.
CA
New York,
NY Austin, TX Chicago, IL Miami, Fl Greeley, CO
Reasons for
credit
acquire better
technology
acquire
business
location
working
capital remodel expansion Equipment Purchase
Demographic 38 years old
28 years
old 32 years old 31 years old 33 years old 35 years old
Income 60K/yr 250K 90K/yr 120K/yr 20K/yr 45K/yr
Sales 1 million 700K 600K 400K/yr 200K 500K
Amount of
loan 200 K 300K 250K 185K 85K 120K
years on
business 8 years 3 years 2 years 5 years 6 years 14 years
Industry design food technology food Fitness Print
Subindustry marketing food truck gadgets restaurants Gym Newspaper
Stage of
development 90% 50% 60% 70% 40% 95%
Company
stage expansion growth growth expansion expansion growth
Company Size 65+ 5+ 12+ 36+ 26 59+

5. Digital Marketing Plan
1. Content marketing - Blog
Why we chose it:
We chose content marketing to acquire potential customers and retain existing customers by
helpful contents. Content is anything that communicates, it is a message to the audience.
Without content we cannot optimize search engine keywords. Throughout the contents we will
introduce our business loan services to small business owners and raise an awareness of our
company. Also we will give them an impression that we are reliable and professional. We will
help green hands entrepreneurs how to arrange the money also help them to use it effectively.
Micro goals:
● Increase customer retention/ loyalty
● Raise brand awareness
● Communication with customers
● Increase site traffic
● Sales
● Give helpful information to customer
● Lead generation
The content:
[Posts]
● Posts including the keywords such as business loan, small business, simple, fast loan,
etc.
● Tips from the successful entrepreneurs in different industries and successful female
business owners (for startup Gina and hardworking Cleo)
● ‘How to’ posts such as- how to expand your small business into big one, how to create a
business plan, top 20 online business ideas.
[Video]
● Testimonials: interviews with our customers, talking about their satisfactory experiences
with the company.
● Entrepreneurs’ lessons- successful stories of our loyal customers to encourage
prospective customers to start their business (for startup Gina)
● Introduce the Lending club team to give trust to potential customers
[Webinar]
● How to remodel your business step-by-step. (for hardworking Cleo)
● Small business funding options

6. ● How to keep your business successfully (for Improvement Michael and Passionate Chris)
● Tax form guide (for visionary Greg and startup Gina)
● Useful technology trends in small business (passionate Fred)
● How to boost the sales during holiday season (hardworking Cleo, improvement Michael,
and passionate Chris)
[eBooks]
● Small business loans 101- a free comparison hot sheet
● Small business content calendar template
● 50 small business resources to drive innovation and growth
● Ways to optimize your business success
● The business guide to crowdfunding
[Q&A Forum]
● Any subjects regarding loan or small business management- invited experts and any
user can answer the questions.
[Infographics]
● Statistics- the number of accumulated customers, customer data of industry, geography,
average years of business, and purpose of loan.
KPIs:
● Number of visitors
● Number of Comments per post
● Number of social media share per post
● Time on per post
● Conversion rate
● Number of subscribers
2. Email
Why we chose it:
Our target customers are not identical. Therefore we need to segment and target them in
different ways. The reasons are:
● Customers do not have the same interests
● They do not come from the same sources, such as social sites, contests or in person
● They do not live in the same geographic location
● They do not belong in the same stage of your sales cycle

7. It means that we have reasons for segmenting the customers and make more “personalized”
email but broadly without becoming weird as trust is gained with time, hence we cannot make
really personalized emails. Therefore we will use email marketing because:
● It is easier to segment on single key variables
● One of the most effective online tactics
● Highest return on investment
● Spend little amount of money and time with optimum result
● we can use triggers from our own website
Email marketing is crucial for developing a contact strategy. This will be useful for us to collect
demographic data- who is where, what and when are they looking for loans.
Frequency:
Two times per week: Monday morning for the west, noon for the east.
Content:
● We will create newsletters for first engagements with the customers.
● Our content needs to be engaging, we will use freebie templates to be more attractive
to the customers and make a higher click through rate. Our research showed that useful
templates create a 26% to 66% click through rate​.
● Also we will have expert interviews sent by mail (videos, links or very short stories) so
they can be more trust our services.
● We will raise awareness for our product and the benefit our product can give customers.
● We will include detailed information about our product including what interest rates we
have or how big a loan the customer can get. It can be in infographic style so it will be
instantly attractive and appealing for the customer to read data.
● We will ALWAYS include a call to action button with the contact information of our
company (links, email, telephone) to encourage customers click for more information
and re direct them into our website.
Segmentation:
● Geography
● Age
● Gender
● Interests
Macro goal:
● To attract our target customer know about our product and take action.

8. ● To gain customers that will transform to loyal recurrent loaners throughout time and
come back to get another loan with us in a 10 year period.
Micro goal:
● Get customers, 30 customers
● Write different newsletters surrounding loans or how to improve your business
● Make customers click more mails to reach the page
● Get connected with more customers
● Have less bounce rate
KPIs:
● Total sales- how much an email campaign sold in total
● Total conversion
● Open rate
● Unique open rate- to find the unique open rate, an email service provider should first
take the number of email messages sent and subtract any bounced emails to get the
total number of delivered messages.
● Click rate
● Number of subscribers
● Unsubscribe rate (unsubscribe rates per campaign should be no more than about one
percent for a well-maintained and properly used email subscriber list)
● Bounce rate
● Spam complaint rate
● Site Traffic
We received:
N Conversion rate
Emails sent 183,006
Open rate 39,401 22%
CTR 1111 3%
Calculator use/Registrations 500 45%
Transaction 30 6%
Source: Mailchimp statistics of Average open rate and CTR in Finance and Business industry

9. 3. Social media
Why we chose it:
​We chose social media as a marketing strategy because it is the platform that increasingly
accessible to users. We intend to increase communication between organizations and us to
raise brand awareness and to improve customer service and loyalty.
The outcomes we expect to see from using social media are:
● Drive traffic to the website
● Increase the ways to reach and attract new customers
● Learn more about the profiles of customers
● Create engagement with our target audience
● Receive on-time feedback about products or services
● Improve customer loyalty and amplification- how customer’s expand our message to
their contacts
a. LinkedIn – to target entrepreneurs
​We chose LinkedIn because it is one of the best leading generation tools for B2B in social
media also we want to drive customers into our services. It directly engages with entrepreneurs
or well-established businesses.
Segmentation:
● Geography
● Age
● Gender
● Interests
● Business
Content:
● News regarding business and financial information
● New products of our company
● Relevant information for companies so they can better manage their business
● Receive feedback from our community
● Create engagement with video clips, images, financial graphics, infographics, etc.
● ‘How to’ videos that will help businesses to learn how to expand, use their loan
correctly, when and how to spend it, etc
Micro goals:
● Increase the number of people to reach
● increase shares and comments
● Increase click rate
● Increase followers

10. ● Retain existing customers
● Increase prospects
● Increase connections
● Increase profile views
KPIs:
● Number of post performance
● Number of page reach (impressions and unique people reached by any given post)
● engagement rate
● Number of followers and demographics (people following our company page and who’s
connecting with our content and visiting our website)
● Number of first degree connections
● Number of prospect companies followed
● Number of requests to connect sent to prospect customers
● Number of clicks from lead generation marketing campaigns
● Number of industry niche groups joined
● Number of updates/posts per week
● Number of shares and comments on updates/posts
● Number of connections to prospects and clients
● Number of profile searches
● Number of profile views
b. Facebook – To learn more about customers
​We will use Facebook because it is the most visited social media platform, so we can attract
prospective customers by this platform. Facebook has huge traffic numbers so that we can
segment the target audience who we are intended to attract and to become more aware to
those potential customers with our services. There are 2 billion connections made between
local business and people, it means that we can create more B2B connections targeting those
local business and companies. Also it is more likely that new and young business purchases a
company’s goods through a Facebook page- those who are millennials.
Segmentation:
● Geography
● Age
● Gender
● Interests
● Business
Content:
● Posts- highly visualized contents that catch the attention from users
● Valuable information such as useful financial data
● Each post is intended to create audience response, so each post will be answered when
comments are being made, therefore we will propitiate interaction between us and the
businesses.
●

11. KPI’s:
● Numbers of followers
● Numbers of links, shares, and likes
● Number of comment
● Clicks redirect to the page
● Growth in per period, whenever a marketing campaign is launched
● Number of mentions
● Traffic
c. Twitter - To get real-time feedback about products or services
​We will use Twitter as a way to promote, connect and enhance the branding the company. We
will create, discover and share ideas including valuable information, and answer customer’s
inquiry immediately. Using Twitter will generate more customer feedbacks instantly.
Segmentation:
● Geography
● Age
● Gender
● Interests
● Business
Content:
● Infographics- information that our target customers want to know
● Posts about financial data or relevant data
● 3 times a day we will post the facts about our services and link to our website, so it will
allow to measure them in click rate metrics and further into conversion rates.
KPI:
● Number of followers
● Number of retweets
● @connects: both @replies and @mentions
● Number of brand mentions
● Click through rates
4. Search Engine Marketing
​Search Engine Optimisation
Keyword Strategy
We developed our keyword strategy based on the benefits that are offered on the landing page
for business users.

12. Also we used some keywords that have high monthly searches but a short tail keywords. These
are needed to generate traffic to the website. They still include “business loan” keyword, but
do not contain a lot of modifiers.
In this industry the competition level is very high for most relevant keywords. We tried to select
the ones with a bit lower competition, but we could not avoid some high competition loans too.
Finally, we looked at CPC of these keywords to estimate their perceived value. The keywords
with higher CPC could result in higher conversion.
Here is the list of keywords we chose to use in SEO:
Ad
group Keyword
Avg.
Monthly
Searches
(exact
match
only) Competition
Suggested
bid / CPC
Short
/ long Intent
Decision
for SEO
Loan
Calculator
small
business
loan
calculator 1300 94% 20.06 Long
Commercial
investigation Y
Loan
Calculator
business
loan
calculator 6600 94% 9.89 Middle
Commercial
investigation Y
Quick
Business
quick small
business
loans 90 96% 54.25 Middle Informational Y
Quick
Business
quick
business
loans 1900 96% 46.19 Short Informational Y
Quick
Business
quick loans
for small
businesses 10 85% 85.55 Long Informational Y
Online
Small
small
business
loans online 260 97% 39.21 Middle Informational Y
Online
Small
small
business
loans online
approval 20 95% 72.71 Long
Commercial
investigation Y
Fast
Business
fast small
business
loans 880 97% 41.37 Middle
Commercial
investigation Y
Fast
Business
fast business
loans 1000 96% 44.17 Short Informational Y
Calculate
Business
small
business 1300 94% 20.06 Middle
Commercial
investigation Y

13. loan
calculator
Calculate
Business
business
loan
calculator 6600 94% 9.89 Short
Commercial
investigation Y
Quick
Business
quick
business
loans 1900 96% 46.19 Short Transactional Y
Quick
Business
quick small
business
loans 90 96% 54.25 Middle Transactional Y
Apply Loan
apply for
small
business
loan 170 95% 51.4 Middle Transactional Y
Apply Loan
how to
apply for a
small
business
loan 390 95% 30.35 Long
Commercial
investigation Y
Apply Loan
how to
apply for a
business
loan 480 96% 31.39 Middle
Commercial
investigation Y
Apply Loan
apply for a
business
loan 170 96% 38.01 Middle Transactional Y
Apply Loan
apply for
business
loan 170 96% 39.77 Middle Transactional Y
Apply Loan
where to
apply for a
small
business
loan 20 91% 27.49 Long
Commercial
investigation Y
Quick
Loans
quick small
business
loans 90 96% 54.25 Middle Transactional Y
Quick
Loans
quick
business
loans 480 96% 49.55 Short Transactional Y
Quick
Loans
quick
business
loans online 20 90% 61.79 Middle Informational Y
Interest
Small
small
business 320 94% 33.76 Middle Informational Y

14. loan interest
rates
We estimated the results of our SEO activity and we expect to receive 16 transactions as a
result of this activity:
N Conversion rate
Quarterly searches 72,780
Impressions 29,112 40%
CTR 582 2%
Calculator
use/Registrations 262 45%
Transaction 16 6%
On-page optimization tactics
● Title tag
“Small Business Loan: Fixed Rate Financing Up to $300,000”
The title tag is good because it explains the service very clearly. It contains our main keyword
“Small Business Loan” and convey our benefit - transparent business loan.
● Headings
The heading contains the primary keyword too. The body text provides specific numbers: the
maximum amount of the borrowing as well as the lowest interest rate. It contains clear call to
action - “Apply online today”, which also implies very quick application process (which is one of
the benefits). This explanation satisfies the user’s investigational intent because he is able to
receive important information right from the description.
● URL
https://www.lendingclub.com/business/small-business-loans?utm_source=LC&utm_medium=li
nk&utm_campaign=pl_top_nav&u=1
The URL of the landing page contains main keyword “small business loans”. But it is not
optimised well and contains some symbols which do not improve the SEO process.
● Text

15. The page contains a lot of relevant keywords regarding the benefits, requirements and
conditions of the business loan seekers.
First it has a line “A good loan is fast and easy to get with transparent, affordable rates”, which
contains the keywords related to the main benefits of the product: easy, affordable and fast. In
the explanation of these benefits below the company should use more synonyms such as quick,
convenient, online, low interest rate, etc.
Then the page explains the requirement for getting a loan from Lending Club. This improves the
user experience as well as the SEO.
This passage contains different purposes for a loan (Expanding a business, buying inventory,
working capital, purchasing equipment, refinancing) which people could look for. Though the
average monthly searches for these purpose related keywords are relatively low, it still could
generate additional traffic.
Moreover, this passage includes more benefits, such as “no collateral” or “no appraisal”.
● Links
The page contains links at the top that allow the user to jump right to the place needed, for
example eligibility requirements, competitions comparison and reviews. It improves the
customer experience and makes it more convenient. But it doesn’t provide some links to other
pages (except reviews) so people won’t be able to find out more about the company. In case
people would like to find out more about the company they won’t have the opportunity to do
so and this could result in higher bounce rate and time on site.
Also, Lending club could add the links to the media that talk about them. It would build trust
and could improve the perceived image of the company.
● Images
The website contains main header image of a business lady. It is used as a background for
calculator field and gives the user the feeling of trust. He or she starts associating Lending Club
with the success of his business.
Moreover the web-site uses pictures to illustrate the benefits of Lending Club’s business loan. It
gives the user a clear explanation of what are the benefits (Relatively cheap credit, fast speed,
trustworthy organisation and support with your business). It also helps the person remember
them better and share these benefits in future.
To sum it up, the page has good optimisation. The information is well structured and the
content is appealing. Lending club can think of links leading to other pages on the website and
the media sources that promote Lending Club’s benefits.
During the research process we found out that Lending Club performs an A/B test of their
landing page for business loans now. The new design suggests their new service - line of credit
for companies. Also it has more flat design which is becoming the standard for the websites
now. But the speed test revealed that the new site with a flat design actually has lower score
than the previous one. Moreover, for both websites the mobile version has really low score in
the mid-60s. Nevertheless, the user experience score for both sites is 99, which is really good.

16. Link-building strategies
We thought of the following web sites to partner with.
Firstly, we would like to partner with ​https://www.score.org/ They provide mentorship and
advice to small business owners. We know that we provide better interest rate than other
online lending platforms due to the fact that we operate longer and has the scale which allows
us to reduce costs. This could be shared on score.org to help entrepreneurs that cannot qualify
for a bank loan but need financing. We believe that their audience is relative to our business
and we can provide real benefit for the people, mentored by score.org. It has 340k of visitors,
from which 77,76% are from the United States.
Secondly, we will also place our link on ​http://www.kauffman.org since this is an organization
that has among its goals to provide education for young people and enterpreneurs. It has 71K
of annual visits and 67,2% of its viewers are from the United States.
Thirdly, ​http://www.entrepreneur.com/ contains information relevant to entrepreneurs and its
website is very active. It has 16.30M of annual visits and the 46,5% of its viewers are from the
United States, which is the target that we want to address.
Paid Search
Sample ad groups and ad copy
Based on our target business company and the product Lending Club provide, we focus on
three main Ad groups. Since the objective of small business loan project is to increase revenue
rather than build awareness of company brand, we focus on keywords that are more likely
having the high conversion rate to ensure that our ad budget could make a profit. As a result,
we don’t use the broad match to do the paid search campaign.
The first group of keywords target the customer who wants to get a small business loan shortly.
This kind of customer usually needs loans within a limited time, so they are more likely take
actions after they see a fair small business loans ad.
The keywords we selected for this ad group are:
● [fast small business loans] - Exact match
This phrase includes keywords “fast” and our project “small business loans”. When
potential customer search this, the most important need customer consider about is “I want to
get the money as soon as possible.” So we decide that use this phrase as an exact match to
avoid irrelevant clicks.
● +quick+small business loans - Broad match modifier
It has the same meaning with our first words. According to our research in Google
keyword planner, we notice that user use the word “quick” more flexible than “fast”, and they
like to add another adjective such as “easy” to describe their need. So in this AdWords, we
choose broad match modifier.

17. ● +small+business loans+days - Broad match modifier
“fast” is not the specific word to describe the time that our customer what. They could
search in without the word “fast” but have the same needs, such as “apply for small business
loans in 10 days” or “get small business loans in 7 days”. However, the different customer
would like to search different limited time, so we choose the broad match modifier to track the
time but not the one specific time.
● Ad copy for first ad group:
We need to create an effective Ad copy for Lending Club because they don’t have ads showing
their benefit fast in Google. The problem of Lending Club ad copy is that only when users search
“Lending Club” can Google show their website in high rank.
● Headline: Fast Small Business Loans
Description line 1: Fast streamlined approval process
Description line 2: Apply now for your loan up to $300K
The second group of keywords target the customer who wants to get a small business loan in
an easy way. Applying online is the most convenient way to get their loans. If our ad can show
simple logical steps of applying process, we can convince our potential customer who will think
less to trust our company. Then, they would be more likely to take action on our ad copy and to
increase our conversion rate.
The keywords we selected for this ad group are:
● +online +small +business loans - Broad match modifier
We choose this phrase mainly because the customer would like to take action after
they found a suitable website. Consider it as a broad match modifier is that users do not have
the specific sequence for this phrase. They could search this need for “online small business
loans” “small business loans online” or “small business loans online approval” that is better
because this phrase shows the customer want to take action to the website, and we do not
want to miss this search require.
● +easy +small +business loans - Broad match modifier
Some customer wants to find an easy way to apply for their loans, but they have no clear
idea that what is the most convenient way. We can lead them through this broad match
modifier to our website in case they add other stuff.
● Ad copy for second ad group:
Whether searching “online small business loans” or “easy small business loans” on Google, we
still cannot find the ad copy from Lending Club. It seems that Lending Club does not pay too
much attention to the small business loans ad copy campaign.
● Headline: Online Small Business Loans
Description Line 1: Advisor helps you get approved easily.
Description Line 2: Get your loan instantly!

18. The third group of keywords focus on the customer who wants to get a small business loan with
a low interest rate. For our target customers, they consider the low interest rate as one of the
most important criteria to apply for a small business loan. So we choose low-interest rate as our
ad groups to attract potential customers.
The keywords we selected for this ad group are:
● “small business loans low-interest rates” - Phrase match
Some customer is looking for small business loans with low-interest rates. So we choose
low-interest rate as our keyword. They could add more word such as “small business loan
interest rates today”, which means user just want to search the information about the rate. It is
irrelevant to our ad aim. So we choose the phrase match to narrow down our target customers.
● +small + business loans +interest rates +under - Broad match modifier
Low-interest rates could be more specific for example “small business loans rate under
6%”. We could focus on this idea, but we could know the number people want, so we use broad
match modifier to target our ideal customer.
● Headline: Low Rate Small Business Loans
Description Line 1: Low interest rates starting at 5.9%
Description Line 2: Find your low interest rate today!
Based on our customer segmentation, we consider three negative matches that are: -bad
credit, -no credit check, -start up. The reason is that our project only accepts company business
beyond two years, and they are not allowed to have recent bankruptcies. Our potential
customers required to keep at least fair personal credit. Using negative matches will narrow
down our right customers and decrease our worthless spending of budgets.
5. Mobile
Firstly, our company provides loans to run a business. Considering our personas, distinct
businesses take loan according to their needs. Usually, loan period varies with respect to nature
of a business. For example, if a small restaurant owner needs a loan to run his business, he
approaches either company directly or looks into company website to get a loan. Moreover
loan period given by company will be more, 2-3 years. So considering nature of business and
loan period, a company can fulfill its requirement with website access to customers. On the
contrary, the mobile application helps long-established customers to see their monthly,
quarterly or yearly testimonies related to their account transaction.
Mobile website
Today mobile traffic exceeded desktop traffic according to search engine watch. The mobile
website has many advantages over the desktop website. Mobile websites are designed to fit on
smaller screens and allow users to navigate and find the information they need. Mobile
websites allow to reach their customers easily where they are. Moreover, we can advertise our
product and service information instantly. This is an additional platform to market our business.

19. Also, we can instantly post information such as offers, promotions and many more considering
this platform.
Mobile ad
There are many ways in which mobile ads help businesses to function. Efficiency and real time
tracking is one of the advantage of mobile ads to advertise our service. With the help of mobile
advertising we can target potential customers with the help of keywords and geographic
location. Also we can look for location and feedback from mobile devices. Businesses that can
profit from mobile ads are banks, restaurants, retailers and many more which helps their
customers to look upon geographic area.
Mobile app
​Mobile applications are programmed to run on iOS or android devices. Mobile applications
provide a form of advertisement which can be carried out in pockets. Moreover, internet
connection is not always required, you can also provide offline access to content. However,
from startups to well-established companies, use of mobile applications has become a
mandatory platform to run their business to reach the target audience. When we consider our
company (Lending club), it provides lenders to view the following functions:
• Adjusted Net Annualized Return
• Net Annualized Return
• Adjusted Account Value
• Account Value
• Interest Received
• Notes Not Yet Issued
• Notes Issued & Current
• Notes In Grace Period
• Notes Fully Paid
• Notes Late 16 - 30 Days
• Notes Late 31 - 120 Days
• Notes Default
• Notes Charged Off
• Available Cash
• Committed Cash
• Outstanding Principal
• Account Value
• Adjustment for Past-Due Notes

20. • Adjusted Account Value (Source: ​https://www.​lendingclub​.com/)
6. Traditional channels
When we consider direct mail, which is one of the traditional channels, often people think it as
annoying letter and end up with throwing away without opening. Considering trade shows into
the picture, it forces salespeople to travel from their region to large shows where they cannot
capture their target audience in spite of spending time and money but results are not
guaranteed. So traditional channels like direct mail and trade promotions do not help the
company to attract the customers who are interested in business loans.