Swift Capital (SEO Rank, #150; INC 500, #64)
At IPullRank we’re pretty big fans of B2B companies and startups, particularly ones that cater to the SMB space – we are a startup after all! So when we looked at Swift Capital, you can imagine our interest and excitement for a company that is dedicated to helping small businesses thrive. Founded in 2006, Swift Capital provides short-term funding for companies that have been in business for at least one year and have a monthly revenue minimum of $5,000. To top things off, Swift Capital works with owners whose credit score is on the lower end – requiring a minimum personal credit score of 550.
According to the Small Business Administration, there are over 28 million small businesses in the U.S., up 49% since 1982. Swift Capital is tapping into a vast and growing market and working to alleviate one of their biggest pain points – funding their small business endeavors. The phrase “small business loans” garners 40K average monthly searches and has a CPC of $46.18, according to SEMrush. Similarly, “startup funding” has 1,300 average monthly searches and for both queries, article content, news and resources are the primary pages that rank.
From the Google SERP, both queries result in article content, infographics and tips. Of note are “8 Things You Need to Know about Small Business Loans” and “How Funding Works-Infographic”
With such a large audience – hungry for information, tips and advice on how to not only fund their businesses but to operate and market them – content and content strategy is an obvious way for Swift Capital to become the authority on all things small business lending.
So before we jump into what Swift Capital can be doing, let’s look at what they ARE doing.
What Swift Capital is Doing Well?
In our review of Swift Capital, the Vector Report discovered that this modest website (approximately 80 pages) has a high percentage of blog content. In our crawl, nearly 88% of all Swift Capital pages reside in the /blog/ sub-folder. This makes us giddy (we are content enthusiasts) and is a great indicator that Swift Capital is putting its money where its content is.
Articles like 8 Things to Look for Before You Pick an Alternative Funding Solution and Navigating Your Business Credit Report are great forays into useful content that customers and prospective customers can look to Swift Capital for.
Additionally, Swift Capital has started creating more detailed resources, specifically their ‘Insider’s Guide to Business Funding’
This downloadable PDF is the first resource in Swift Capital’s fledgling resource center.
On landing pages, Swift Capital’s brand voice is straight-forward and easy to understand. They are taking a complicated topic and process and making it easy for their customers. This speaks to the ease of the advance loans Swift Capital offers and the efficiency of applying for one.
This example distills small business funding for a fictitious pizza shop. This kind of simplification allows small business owners to easily understand their funding options and how Swift Capital can help.
What They Can Do Better
Swift Capital is off to a great start, but in our analysis we noticed that the content they are creating is not garnering the kinds of shares, links or visibility it can. Looking into CognitiveSEO, topline metrics for the main domain are doing well and swiftcapital.com has a good percentage of referring domains to links and dofollow to nofollow links.
On social media, Facebook shares are outpacing other networks like Google + and LinkedIn (more on that later) and their anchor text distribution (not pictured) is mostly branded.
While the main domain is gaining traction, most of Swift Capital’s blog content and landing pages are not seeing the same ROI. Most pages returned a “No Data Available” message, which tells us that Swift Capital’s content isn’t working nearly as hard as it needs to. No worry, we’ve got a few early-stage ideas on how Swift Capital can invest in itself.
Swift Capital’s messaging is clear and simplistic (see example above) which aids in explaining the process of small business funding – rife with interest rates, repayment terms and APR.
However, while simplistic aids in clear communication it also strips away some of the personality and warmth that will emotionally appeal to Swift Capital’s target audience – people who have put it all on the line to do what they love.
We looked at Funding Circle, a similar funding company and their messaging spoke directly to small business owners and the difficulty they often have in securing loans for their businesses.
This sub-heading speaks directly to small business owners and lets them know that Funding Circle understands their plight. They have been left behind by banks and Funding Circle is here to help. An added charm is citing the background image as actual small business owner Charlie Brown of Astis.
Swift Capital can adopt a more empathetic approach to its copy and content, by incorporating language that relates directly to the business owner and not simply the service they provide.
On the homepage, Swift Capital can tailor its key messaging of “Fast. Simple. Affordable. Business Funding” to include a sub-tagline of “so you can go back to running your business”. Letting potential customers know that Swift Capital cares about helping you get back to business can help position them as a trusted resource and ally to small business owners.
With over 80% of site content dedicated to the blog, Swift Capital knows the importance of content. We won’t belabor the point, but instead suggest that Swift Capital continue to create more content. Of course we have some tips on how to create useful and robust articles that will serve their customers and are always poised for search.
1. Diversify Blog Topics: Currently, Swift Capital has its blog posts categorized under 4 main topics: Running Your Business, People Like You, Small Business Scene and Inside Swift Capital. While this is concise, an umbrella category like Running Your Business can be broken down into several, more targeted sub-categories. Financing your Business, Reaching Your Customers, Managing Employees can all be sub-sets of the larger category and would benefit from optimized, keyword-targeted landing pages.
2. Be the Resource, Not Link to the Resource: In content creation, it is a rule of thumb to link to useful and good resources. This is a great tactic to provide your readers with resources, however overdoing it can send your readers away from your content, never to return. Many of Swift Capital’s blogs employ external links to other small business resources. We recommend tempering this with the inclusion of more internal links and owned resources.
3. More Imagery: Yes, we’re writers and we’re recommending more images. Stay with us. Small business owners are not only short on funding, they’re also short on time. And while creating detailed resources will empower them with the information they need, imagery and visual aids like infographics, guides and charts can help them digest that information quicker. Varying content types (video tutorials, anyone) can help get Swift Capital’s message to potential customers, um, swifter.
Currently, Swift Capital has a single resource in its Resources section. While the EBook is a great resource, we recommend building this section out and including content-driven, interactive landing pages and resources. We’re thinking tools, calculators and FAQs to support Swift Capital’s mission. (We’re getting to the good stuff).
SOCIAL MEDIA CONTENT
Remember when we mentioned LinkedIn? Well the professional networking site is a perfect fit for Swift Capital’s B2B service and audience. Currently, social sharing capability resides at the bottom of blog posts, where customers most likely won’t interact. We recommend putting persistent social sharing to the left of each post and making Swift Capital’s social profiles more prominent throughout the site.
Some Content Ideas
It’s always refreshing when we look at companies who are already on their way with content creation and strategy. Like preaching to the converted and it makes coming up with actionable and audience-driven content ideas that more rewarding. Based on our audit and findings, we came up with a few content ideas, we’d love to see Swift Capital execute. (Of course, we’d be happy to help)
SMALL BUSINESS RESOURCE CENTER
Resource Centers are built one content piece at a time, but we firmly believe in the power of content aggregation and well-curated content to move and influence people. A full small business resource center, wouldn’t be meant to rival some of the government properties, but could speak directly to Swift Capital’s audience and highlight topics around Funding Myths, Repayment Options, When to Seek a Loan, Determining How Much to Borrow and more.
SMALL BUSINESS FUNDING ACROSS AMERICA
There is lots of information out there regarding loans, borrowing and collective debt. An eye-opening and honest data visualization on the borrowing habits of small businesses could help spread the Swift Capital mission of safe and responsible borrowing. This piece could be branded or co-branded for cross-promotion and help to educate small business owners about borrowing and appropriate funding opportunities.
ANNUAL SMALL BUSINESS FUNDING REPORT
Another act of goodwill, Swift Capital could provide small business owners with a State of the Union: Small Business Funding Report. This comprehensive report could look at lenders – far and wide – and provide useful information for small business owners on securing the right funding amount.
Tools and interactives are not only easy to use but when coupled with utility, truly make a company an ally to its customers. In helping business owners determine the right loan amount, Swift Capital can provide a comprehensive suite of tools and calculators starting with a “Funding Calculator” that will help owners determine the right loan amount based on inputs like need, budget, business revenue and more.
A Lending Hand
Swift Capital has a great opportunity to reach an engaged audience – small business owners. These are people who are using their resources – time, money, creativity – and providing services to their communities. Swift Capital is an ally and a resource and through a thorough and targeted content strategy, they can meet their customers right where they are. Looking for them.
We’re purveyors of great content and based on our review, we think Swift Capital can bootstrap their content strategy and ramp it up with some of the funding we provided here. No interest, free of charge.
Learn more about IPullRank and the Vector Report – our SEO analysis and re-ranking of the INC 500.
Interested in working with us, contact us. We’re always game.
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