“What’s the best online mortgage marketing technique that I can use to grow my mortgage company?”
It’s a question that I hear quite frequently.
If you want to know the answer to that question, allow me to talk about fishing for a second.
What Fishing, And Online Mortgage Marketing Have In Common.
Imagine for a second that you plan on going fishing soon. You’re excited about all the fish that you’re going to catch at the lake. You’re all set to go, you’ve got your license, your incredible new pole, the best reel, and all the right accessories to bring in some whoppers.
You just know that you’re going to be successful today. After all is said and done, you’ll be hooking so many fish you’ll have to throw some back.
So you head down to the lake and get ready to “reel em’ in.”
It’s only once you walk along the dock and get ready to cast, that you realize you’re not going be getting any bites that day.
Because you’ve forgotten something so important, that without it…you’ll never find a finned friend on your hook.
You’re Missing BAIT!
For your website to become profitable you need to bring in a lot of traffic. In order to increase traffic, you need to lure prospective customers to your website with bait.
You need to give them something of value so they’ll land on your website.
The best way to do this is provide valuable content that people will find as they search the web. Providing valuable content for people to consume is known as content marketing, and content marketing is a crucial element to generating traffic that produces leads/revenue from your website. The Custom Content Council indicated that 61% of people feel better about a company that produces custom content, and are more likely to do business with them in the future because of it.
According to the Content Marketing Institute “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
BtoB magazine did a recent study and found 82% of businesses rated strong content as the best way to generate stellar organic traffic.
Here are 2 of the most popular and most dependable ways to optimize your content marketing efforts.
Blogging is a tried and true way of producing valuable content. According to Marketing Charts, blogging is the single most important marketing tool for businesses who are online.
Mindjumpers indicates that blogs reach 80% of the Internet and along with social media blogs account for 23% of all user time spent on the Internet.
Neil Patel (one of the most successful bloggers on the Internet) indicates that magnetizing traffic to your blog is essential for creating revenue streams.
One of the most important things to remember is when your reader visits your blog, they’re doing so because they want to learn something. If your blog proves to be valuable to them, they’ll be hooked on you and your blog.
They might not be on your site every single day, but they’ll remember who you are, and if they’re drawing close to making a decision about getting a loan of some sort, you’ll be at the top of their list of companies to do business with.
To provide great value on your blog be sure to:
As an example, Amerifirst Home Mortgage started blogging using Hubspot’s blogging tool. Because of their blogging efforts they experienced a 1316% increase in leads in one years’ time.
They didn’t dump tons of money into outdated marketing methods; they simply provided valuable content to readers and because of that experienced a pleasant growth in business.
Blogging might seem like it’s all about your company, but remember it’s all about the person who is coming to your site.
Another note: Make sure to offer the option to subscribe to your blog via RSS. This way people don’t always need to visit your blog but can get real-time updates with their RSS reader.
2. E-MAIL MARKETING.
Everyone has e-mail nowadays.
So it goes without saying that an awesome way to deliver valuable content is to create an e-mail list that people want to opt-in to.
Consumers are beginning to use the Internet more and more to do their homework on purchases they’re going to make.
Sure we know that people buy Snuggies and the Twilight series from the comfort of their home as retail spending continues to increase online according to the U.S. Census bureau.
However, it’s becoming increasingly common for consumers to turn to the Internet to research the big purchases they’re going to make before they pull out their pens and start signing paperwork. For instance realtor.org noticed that 90% of homebuyers used the Internet to research homes they were considering buying.
That’s why if you can get people to opt-in to your e-mail list your e-mail content marketing efforts will result in revenue. Hubspot notes that 50% of people read most of their e-mails on desktops, and 80.8 % of mobile users read e-mail on their phone.
This allows you to develop an e-mail drip system. As an aside good e-mail drip conversion rates are 5%, so make sure to track open and conversion rates.
Via e-mail you can notify subscribers of:
If the content you provide is solid then getting people to opt-in isn’t difficult.
Some methods of encouraging people to opt-in are:
The best part about an e-mail list is it will help you nurture relationships with past, current, or prospective clients and will eventually bring you more leads to close.
These 2 Methods Will Get You More Leads.
Here’s The Truth.
Plenty of mortgage companies think that just because they have a website up they should be able to attract clients since “they’re on the Internet.”
They have a regular mortgage business, yet their online mortgage marketing strategy consists of having a website with “neat” photos, a nice “About Us” page, and Twitter and Facebook buttons.
Well I hate to break it to you, but having a website with all the newest features doesn’t make you money.
The main objective of content marketing is to position yourself as a credible and authoritative source in the mortgage industry. Which is why you need to focus on putting bait in all the right channels for people to find.
Some Online Mortgage Marketing ideas for lead generation for content marketing we’ve gone over are in an article in the link above.
Some other methods for creating and distributing content people are eager to see are:
Lastly, Remember Your Customer.
Since getting a loan is one of the biggest financial decisions people make, be sure to give them valuable information about the process. Make sure your content answers the questions people will be bringing to Google’s search bar.
Tell them the difference in loans. How much money they can save selecting one vs. the other, the pitfalls they should avoid and more. Then, when they find answers to their questions on your website, they’ll trust you and want to do business with you.
Tell us what you think in the comments below.
How will you be using content marketing to help grow your business?
What are your biggest concerns for using content marketing to bring in traffic?
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