CAN CAPITAL | LEAD NURTURING
A small business content campaign to fund big business dreams
For nearly two decades, CAN Capital has been an industry leader in alternative small business finance, providing companies with fast, efficient access to working capital. When CAN Capital wanted to strengthen their connection with small business owners, they turned to Hothouse to oversee a comprehensive content marketing campaign that would drive brand affinity and nurture customer leads.
Foundational work included an extensive brand discovery phase, social audit and competitive analysis — identified untapped opportunities for engaging small business owners across key verticals, from auto repair to retail to restaurants. The campaign was informed by two key findings – that small business were actively looking for resources to help them succeed, and that they were particularly interested in advice specific to their business.
We translated those insights into industry-tailored social content and email marketing executed across an array of executions — including tax tips, business advice and articles (with custom calls to action) that drove small-business owners to custom, persona-driven campaign landing pages.
The small business campaign achieved strong results, with record-breaking email open rates and year-over-year increases in social benchmarks — all while showcasing the benefits of a CAN Capital partnership for small business entrepreneurs.