It doesn't matter what type of business you own. If you're not running digital marketing, you may as well close up shop.
Looking at the big picture, data shows us that 92 per cent of consumers shop online. That means if your business doesn't have a strong online presence, you're missing out on the vast majority of potential sales.
Knowing where and how to start, however, can be tricky. Additionally, the types of digital marketing are constantly evolving as consumer patterns and habits change.
If you want to keep your business in the game, you must take the time to learn the basics of digital marketing. Keep reading for the details.
The first step of creating an online presence for your business is building a website. However, your website can be a generic, run-of-the-mill afterthought. The quality of the design of your website must take priority to ensure its success.
For example, it must run quickly and smoothly. A website that lags and takes its time loading will steer potential clients away. We live in a fast-paced digital world, people don't like waiting, and they expect not to.
Additionally, your website must be user-friendly, intuitive, and aesthetically appealing.
Finally, you need to make sure your SEO is on point. Search engine optimisation is the process that search engines like Google use to find your website when people search for keywords, like "mortgage broker".
Boost your SEO ranking by adding a blog to your website full of relevant articles and keywords. Use metadata in videos, images, and headings. Use internal and external links to boost the credibility of your website (according to SEO algorithms).
Another one of the main types of digital marketing uses landing pages to drive traffic to the desired destination. This could be to your website, a specific page of your website, an email subscribe prompt, etc.
Landing pages are pop-ups that can be embedded in your website, an affiliate's website or as a paid advertisement elsewhere. Regardless, landing pages can be incredibly effective when designed properly.
For example, a landing page should have:
One of the types of digital marketing directly related to landing pages is email marketing. Email marketing proves to be one of the leading sales conversion methods currently used by businesses today.
First, you must build an automated email campaign. This is a series of emails that are automatically sent to an email subscriber over the course of a few weeks to a few months.
These emails should have a light-handed touch in the beginning and focus on introducing yourself and your business. Then, you can start presenting promotional offers, specials, etc.
Don't come off too aggressively or people will immediately unsubscribe. It also helps if you can offer free tidbits, eBooks, or how-tos. Basically, anything that provides value to your subscribers to keep them engaged.
Get help if you need to, but email marketing is a must. A subscriber has already shown interest in your company, otherwise, they wouldn't have subscribed. Your email list is essentially the best-targeted audience you could hope for.
Remember, even if you own a business and are the sole employee, you don't have to do this alone. Affiliate marketing is a type of digital marketing that enlists the aid of other business owners.
The key is finding business owners who can relate to your mortgage broker business in a way that you can mutually benefit each other. For example, teaming up with a prominent realtor could be wildly beneficial to your business. They would refer clients to you and vice versa.
If you're looking to ride the coattails of someone else's notoriety, you could also consider influencer marketing. Influencer marketing is one of the fastest-growing types of digital marketing based on the significant influence of popular social media users.
People who have tens and hundreds of thousands of followers for a reason. Their followers like what they have to say, and therefore, stick around. You can pay them a commission for any clients you get based on their referrals or pay them per post when they give you a shout out.
If you like the idea of using social media to bring more clients in but don't want to pay others to do it for you, you could consider building up your own social media account.
Social media is a powerful tool for influencing others, and with 2.41 billion users, Facebook is a great place to start. If you have a personal profile already, you can build your business profile off of it and ask your personal followers to like and follower your mortgage brokerage page.
From there, post relevant but engaging content, run competitions and raffles, and do what you can to increase your following.
We spoke of organic SEO above, which is using your website's embedded SEO to get people to your page. However, you can also cheat the system a little bit and use what's called PPC marketing.
PPC marketing is one of the main types of digital marketing used by large and small businesses around the world. You pay a host site to advertise your business and you pay them a predetermined amount based on how many clicks your ad gets.
You can also use Paid Ads marketing on search engine sites. In this scenario, your website link will come up at the top of the list when people search for certain keywords.
Finally, one of the best types of digital marketing can be done at no extra cost. Referral marketing uses past clients or customers to market for you.
By encouraging clients to leave reviews on your website, social media profile, and review sites, you can help gain credibility and notoriety, with the added bonus of improving your SEO. Consumers want to make sure they're making a good investment, which is why positive reviews are so important for your business. Good reviews serve as a major comfort to people looking for products and services.
It takes commitment to learn all the types of digital marketing. However, it takes trial and error to find which ones are best for your business. If you're looking to bring someone on to help with your digital marketing, you could contact us for a discovery call.