What's in this article?
Guest contribution from veed.io
The mortgage industry is constantly evolving, which is good news for lenders and borrowers.
New technology and products are changing how consumers shop for mortgage loans. At the same time, online marketing has become a staple for all businesses—not just those in the mortgage space.
Digital marketing strategies can help your business reach more potential clients, get more reviews, and create a better brand overall. The key to success is understanding which digital marketing tactics work best for you and your business model.
The following 10 strategies will get you started on your journey toward digital domination.
Build your brand
Your brand is the foundation of all marketing strategies, but it’s not just a logo or color scheme. Before you can start developing your online presence, create and establish your company’s brand identity.
Define your target audience
Identify what type of consumer you’re trying to reach with your marketing efforts.
It would help if you determined who would be most interested in your products or services. Then, create messaging that speaks directly to those potential customers’ needs and desires so that they’ll become aware of them when they see something from you online or even offline.
Create a brand identity
Once you’ve decided on a target audience for your marketing efforts, think about how best to portray yourself as an organization through visual elements such as logos and color schemes. And remember: Consistency is key!
All aspects of any branding effort should be aligned around one cohesive vision—everything from the appearance of collateral materials (e.g., business cards) down to individual web pages within various properties (e.,g., social media accounts).
This helps ensure that people recognize each piece as being associated with one another while also reinforcing trustworthiness among prospective clients who may not yet know much about what makes up your identity overall.
Recognition and familiarity make them more likely to take action based upon these initial impressions alone—which could lead directly to conversion rates later down the line.
Create and Implement a Content Strategy
Photo by juststock on istockphoto.com
A content strategy is essential for any business that wants to attract new customers, increase brand awareness and drive sales. This strategy aligns your marketing efforts with the goals of your business.
In other words, it’s a plan to help you achieve specific objectives by creating, sharing, and promoting relevant information at each buying cycle stage.
A good content strategy will be based on:
- Target audience
Work with influencers
What is an influencer?
Influencers are people with a large following on social media platforms like Instagram, Facebook, Twitter, and YouTube.
They have a lot of power over consumers’ decisions and can influence them strongly if they choose to do so.
The best part about this marketing strategy is that you don’t need to pay for it directly. Instead, your sponsored post will be seen by the influencer’s followers, who trust their opinion when making buying decisions.
How do I find these influencers?
Many tools can help you find the right people to reach out to based on interests or demographics (e.g., age range).
One example is Klout; another tool called Traackr uses machine learning algorithms to find relevant influencers based on your brand profile’s analytics data points such as branded search traffic volume/growth rate/spend history & more!
It also has an easy-to-use dashboard where all relevant information can be found in one place — no hunting around necessary!
How do I work with an influencer once I’ve found the right one?
After you’ve identified some influencers, it’s time to reach out! You can do this through email or social media (e.g., Twitter).
Here are some tips for doing so: Be brief and concise — don’t waste your (or their) time!
- Briefly introduce yourself and your company
- Tell them what you want from them (e.g., share an article on their blog)
- Explain why that’s valuable for them (e.g., it will help grow their audience)
- End with a question that allows them to respond (e.g., “What do you think?”)
Paid search is a form of online advertising that allows you to target specific keywords, so your ads are only shown when people search for those terms.
With paid search, you pay each time someone clicks on your ad and then follows through with a lead.
It’s important to note that there are two types of paid search: Google AdWords and Bing Ads are the leading platforms used by mortgage professionals; both offer similar features but have different ways of measuring success.
Paid Search can help you reach new prospects who aren’t aware of your brand yet in their local area or region.
You can also use it at any stage in the buying process—even if they’re researching information about mortgages in general or even how much homes cost where they live!
It’s also effective at attracting repeat customers who may want updates on new products or services from time to time or even need help with something.
Optimize for local search
What is local search? Local search is a section of Google or Bing where users can search for products and services in their local area.
The local search option is usually found on the right side of a user’s screen, showing them businesses nearby that match their needs.
How do I optimize my website for these searches?
To rank well in local search results, you must ensure that your website is optimized correctly.
Create strong Meta descriptions that include keywords related to what people are searching for in your industry (for instance: “best mortgage lender in New York City). Ensure they’re at least 150 characters long and show up correctly on mobile devices, computers, tablets, and smartphones.
Make sure every page on your website has relevant keyword tags that describe what each page contains (for example, “mortgage broker NYC” if we were talking about our model).
These tags should be used throughout all pages so people searching through Google or Bing see those terms consistently throughout each site instead of just one page, which could throw off their expectations about what else might be available for them online too!
Use social media to expand your reach and influence more customers
Social media is a powerful tool for connecting with your audience, building trust and credibility, building your brand, expanding your reach and influence (and much more).
As a mortgage professional, you’re probably already aware of the importance of social media in marketing—but what’s less clear is how exactly you should use it to achieve all those goals.
Let’s take a look at some strategies that will help you get started.
Use social media ads
Social media ads can be used on Facebook, Instagram, Twitter, and LinkedIn. They allow you to target a specific audience and pay only when someone clicks on your ad.
You’ll need to create a successful ad campaign that includes a compelling image or video (that is relevant to your business), copy that speaks directly to your audience, and calls-to-action that drive people into the funnel you’ve created for them.
Pay attention to local reviews
Review sites are a great way to get more business, but they’re also a great way to improve your business. When you take the time to read reviews and respond to them, you get an inside look into what’s working for other companies in your industry.
You can learn from their best practices, improve things that need work, and become better prepared for future customers looking for similar services.
Pay attention to what your competition is doing
The best way to ensure you’re not doing the same old thing as your competition is to keep track of their strategies.
- Track what your competitors are saying and doing
- Pay attention to how the target audience is responding to them
- Differentiate yourself: If they have a bigger budget, then find ways to make up for it by being cheaper or more efficient in some other way (such as by offering more value)
Encourage clients to give reviews on Google and Facebook
You’re probably familiar with the importance of reviews on Google and Facebook.
Fortunately for mortgage professionals, both are important ways to boost your search engine rankings.
Social proof is effective at increasing business leads because it allows potential customers to see exactly what other people think about you before choosing your services over another competitor.
In conclusion, marketing is an essential part of your business.
It’s an opportunity to connect with potential customers and show them what makes you different from your competitors.
When combined with solid customer service and excellent products or services, a strong marketing strategy can help you stand out from the crowd and earn more profit in the process.