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How brokers can use digital channels to reach potential clients
Jim Brown | 27.07.2020
The phrase ‘The specialist mortgage market is constantly changing’ has never been more accurate.
We’ve all experienced change and had to adjust to new ways of working, especially given the situation experienced this year. But it stands to reason that those who adapt quickly will fare best and be the most effective in attracting new clients as the mortgage market starts to ramp up again.
The increasing availability and sophistication of digital technology has led to a drastic change of people’s media habits, both personally and professionally. Adding to this, with many people stuck indoors, screen time has increased with some Twitter users’ iPhone usage increasing by more than 200% since entering self-isolation1. With more users online, it provides opportunity to reach your desired audience by adopting an agile, targeted and responsive model. This means you can take control of the way you promote your business like never before.
Digital marketing makes it easy to identify and connect directly with the exact people your services appeal to. We highlight some of the channels you can use to amplify your business to the right audience.
Websites
In the digital world, search engines are the gateway to your business and how most people will discover you. So that makes how you use them incredibly crucial to your business. When you search on Google, it’s pretty rare that you’ll scroll through to page 10 to find what you’re looking for. It’s important that you aim to appear nearer the front of a customer’s search e.g., ‘Mortgage broker in my area’, to make it easier for people to find you.
Your website is where your company lives. So, the best way to increase your reputation and get your business noticed is to fill it with rich, relevant content. The simplest way to do this is to set up a blog or news section. Search engines love new content and will rank your site further up the search listings for free if your website is regularly updated. Plus, it gives people a reason to visit your website regularly. This will obviously take a little bit of time to set up, so this could be the perfect time to do it. For more information on search engine optimisation read here.
Advertising
For a quick fix, you could place small search ads on sites such as Google, Bing and Yahoo so that you appear next to the exact phrases you choose. This is an effective and trackable method of advertising, allowing you to drive potential clients to a page that captures their contact details through something like a query form, or encourages them to call you or email you directly using easily viewable contact details. This would mean investing a little bit of your own budget, however you can keep track of this and only pay when your ad is clicked on so maximising the return. If you’re interested, read here to see how you can optimise your campaigns to generate leads effectively.
Email is an essential tool in your marketing arsenal with 93% of B2B marketers using it to distribute content2. And with 99% of users checking their email every day3, it enables you to keep in touch with your clients and talk to them directly. You can ask them questions, update on your latest content or just check in to remind them of your services.
If you use Outlook, then you can create an address book including people who’ve given you permission to hear from you. However, we’d recommend using a dedicated email platform such as MailChimp where you can set up a free, custom domain. This way you can pull statistics to see who’s interacted with your emails.
It’s also worth reading up on the General Data Protection Regulation (GDPR), as the rules on obtaining and storing people’s data changed in 2018. If you’re in any doubt, it’s also worth reaching out to someone who can give you tailored advice and make sure you’re GDPR compliant.
Social media
The advisory industry is all about having a tailored level of service, and that makes social media an essential part of your marketing strategy. It can build your business, strengthen your reputation and bring you closer to your ideal audience.
The benefits are clear, but making the most of social media takes time, effort and consistency. So, it’s important to make it part of your daily activities and setting some goals to help you achieve the success you want.
• Facebook – hasn’t traditionally been considered as a ‘business platform’, but that’s changed over the past few years. In fact, at least once a week, nearly two in three people on Facebook visit the page of a local business or event4. By setting up a business page you can include all the information a potential client would need to know in one place. Opening hours, contact details, your experience... you should include as much information as possible to make it easy for someone to get in touch. And past clients can also leave you a review and score. Facebook also offer free short training courses to get you started so why not give it a try?
• LinkedIn – was built specifically for businesses and professionals so it’s arguably one of the most important social media networks for you to be part of. 62% of B2B marketers say LinkedIn successfully generates leads5 so it’s a very valuable place to be to reach potential customers. Setting up a profile is free and easy, with the ability to add all of your qualifications and experience. For more on how to create a LinkedIn page, click here.
So what are you waiting for? Get yourself set up and ready to go to embrace new client opportunities through digital channels.
2 https://blog.hubspot.com/marketing/email-marketing-stats
3 https://blog.hubspot.com/marketing/email-marketing-stats
4 https://www.facebook.com/business/news/insights/how-mobile-first-connections-drive-local-business
