MFAA launches campaign targeting SMEs

by Julia Corderoy17 Aug 2016
The Mortgage and Finance Association of Australia (MFAA) has launched a LinkedIn campaign to encourage consumers to go to brokers for commercial and equipment finance, not just a home loan. 

The campaign will target the 219,000 plus business owners and operators who are active on the professional network. 

“LinkedIn is a crucial channel for the commercial lending sector,” Emily Watson, digital marketing and social media manager for the MFAA said.

“This campaign will direct businesses to our consumer information portal, Mortgage & Finance Help, where they will learn about the advantages of engaging an MFAA broker and then they can search for a member.”

The MFAA says its campaign will focus on the “education advantage” of MFAA members. According to the association, its research indicated that a stronger education helps builds trust, which is a deciding factor in SME owners in selecting a finance provider. 

 “We have consulted a number of commercial brokers from around the country to gain insight on the pain points of their SME customers, which has enabled us to develop relevant messaging to effectively target the small business owner market on LinkedIn. Our ads will be front and centre on their screens for an entire month, then we will analyse the insights and formulate subsequent campaigns based on the traction and responses,” Watson said.

The campaigns are designed to cover both metropolitan and regional areas and drive enquiries to members. 

“SME owners are generally time poor and will use online information to seek out potential suppliers. They are looking for experts to solve their problems, and this campaign helps highlights how our members do that. This marketing initiative will expose SME decision makers to a database of the best educated brokers in Australia,” Watson said.


  • by Confused 17/08/2016 9:26:02 AM

    This campaign is actually targeted at "219,000 plus business owners and operators" who are on Linkedin. These individuals are actually micro or small business owners who will, in all likelihood, be covered by the impending legislative change covering standard form contracts for unfair contract terms.

    So, why use the term 'consumer' at all when they are not?