Santander: Business Masterclasses

There is no shortage of text based information online with advice on how to run a small business.

However, Santander sought to reach small business owners in a way that was engaging and that encouraged a conversation. To achieve this markettiers4dc recommended using live streaming to connect with their target audience in a more meaningful way at a time that was most accessible for the audience.

markettiers4dc created a series of online Business Masterclasses offering advice and guidance on core issues for SMEs; such as maximising cash flow, preparing for growth in the current climate and gearing up for international trade. The three episodes, streamed across the year, were live from markettiers4dc’s in-house studios to selected online SME business portals and regional business sites.

The shows were produced in a discussion style format featuring a different Santander spokesperson that were experts on the various topics and supported British Chambers of Commerce, who were recruited as independent commentators to share their knowledge and discuss what they were seeing from SMEs up and down the country.

The discussions were made truly interactive as viewers were invited to submit their questions to the experts before and during the show which were answered live on air.

Through the series of engaging and accessible live streams Santander generated a significant number of interactions between new and existing clients, with viewers submitting questions into the shows as well as activity on social media.

The live streams were placed on targeted small business sites and the business sections of some of the country’s leading regional papers. Coverage online included the finance section of Yahoo and the Good Web Guide. Regionally, The Birmingham Daily Post, Daily Post and the Liverpool Echo. For a business specific audience; Is4Profit, The Start Up Donut, Start Your Business, Now Let’s Get Started, B Daily and amongst others. In total the three live streams were placed, editorially, across 42 sites