![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/5fbd8c9b9f668270184742e0_Promoting%20Business%20Banking%20With%20Digital%20%E2%80%94%20Financial%20Services%20%E2%80%94%20Q3%202020.png)
Promoting Business Banking With Digital
Key Takeaways
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c7bc0338e68af93665a498_Key%20Takeaways%20%E2%80%93%C2%A0Divider%20%E2%80%93%C2%A0Gradient.png)
Industry competitors are not focused on marketing to large enterprises: On average, competitors spend roughly 2% of their monthly advertising spend on enterprise clients; even then, these promotions are usually geared to small and medium sized businesses.
Create industry-specific promotions targeted towards specialized businesses: Rather than a one-size-fits all, focus on a particular industry that best fits your company’s area of expertise, such as how Scotiabank created ads targeted towards the agricultural industry.
RBC created a subsidiary brand (Ownr) focused on providing services for start-ups: Ownr provides incorporation services and discounts for their RBC business accounts for start-ups and small to medium sized businesses. By helping start-ups launch their business, RBC is building long-term relationships with small businesses that may become large enterprises in the future.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
YTD, RBC has spent the most on enterprise marketing ($1M), followed by Scotiabank ($88K). However, 98% of RBC’s enterprise ads are from their subsidiary brand called Ownr, which offers incorporation services for businesses.
![YTD Ad Spend](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b64c139e8fcb57275e30ce_Adspend.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Ownr reduced their ad spend significantly by 85% in March around the time COVID-19 was declared a pandemic. Ownr currently focuses all of their paid marketing efforts on Facebook.
![Ad Spend](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b64c4182ac251a38e024ab_Ad%20Spend.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Ownr sells incorporation services and RBC’s business bank account as a bundle package, allowing consumers to save on fees. Ownr targets startups and small to medium sized businesses rather than large enterprises.
![Ownr](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b64c8191eb2d6b1f8958a2_Ownr.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Scotiabank’s top creatives feature their “Right Size Savings” account for businesses, with a $100 promo for opening a new account.
![Top Creatives](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b64d8aa511b1ef39d72ba4_Top%20Creatives.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Scotiabank ran one creative targeting agricultural businesses, however spend was extremely low at $800.
![Agriculture](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b64e16913b2958856591c2_Agricultural%20Business.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
BMO periodically runs display ads that promote their no monthly fee business banking accounts and Facebook ads that let business banking knows about service updates.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b64edd4288163bdb1f3cc5_Display%20Ads.png)
Make your digital strategy bulletproof.
Get insights like these, customized for your audience and competitors.
Learn about Research-AS-A-SERVICE →