Creating the right marketing mix for your business

January 1st, 2018

Creating the right marketing mix for success.

There are many aspects to consider when creating the right marketing mix for your mortgage broking business. The tactics you choose to pursue will ultimately depend on your target market, your goals and your budget, but it’s a good idea to go for a balanced mix using digital and non-digital marketing strategies. Here are some tactics you may wish to consider for creating an effective marketing combo!

Digital 

Search Engine Optimisation (SEO)

SEO is about improving your website’s organic (non-paid) search engine ranking. Websites must meet certain requirements to rank highly in Google searches, including having the right words on the page, building links with other websites and implementing technical SEO practices.

When you consider that roughly a third of users click-through to the first result on Google, it’s no wonder 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority[1]. If you are interested in improving your SEO, there are plenty of useful online resources with tips on how to do it. Otherwise, you could hire an expert to handle your SEO for you.

Search Ads

A popular and inexpensive way to advertise your mortgage broking business is with digital Search Ads. Search Ads appear above or next to the search results in search engines like Google when users look for the services they need. This type of marketing can be cost-effective, as it is highly targeted. You can set a daily budget and you’ll only be charged when people click on your website or call your business.

Content Marketing

Content marketing is about sharing useful, relevant, engaging information for a targeted audience via blogs, social media posts, videos, email marketing and newsletters. Connective My Marketing gives you access to a range of high-quality targeted content, including: monthly eMags that you can send out under your own brand, RBA announcements, customised booklets and more. Talk with a Connective Broker Support Manager to find out how it could work for you. Just fill out the form on this page and we’ll be in touch soon.

Social Media

Social media is an invaluable marketing tool that can help drive traffic to your website. You can use it to boost SEO, increase brand recognition, generate leads and so much more. It’s a great visual media and lets you engage with your audience in a way that few other marketing channels can.

If you need help with your social media posts, you can outsource it to us. Our Connective Socialise service from My Marketing sources the most relevant articles from across the internet, provides timely seasonal posts, and ensures you are always offering your followers regular updates and valuable content on your Facebook, LinkedIn and Twitter accounts.

Non-Digital

Local Area Marketing (LAM)

As a mortgage broker, it’s important to include LAM in your marketing strategy. LAM is all about building your reputation locally and engaging with your own community. It’s a fantastic way to generate leads and create a local referral network.

You can find some great suggestions for LAM in one of our previous blogs, available here. It includes information on sponsorships, how to form referral partnerships with other local businesses, how to generate positive publicity, the importance of community networking, signage, letterbox drops and more.

Networking

While networking can be time-consuming, there’s nothing quite like that face-to-face interaction to form enduring relationships. As a mortgage broker, it’s important to make time to attend networking events as part of your marketing strategy. When networking, be sure to set yourself a goal and have an icebreaker comment up your sleeve. Importantly, don’t forget to follow up with new connections after the event.

You can find details about the Connective Networking Event Program here. Sponsored by our lender partners and hosted by their BDMs, each event is a fantastic opportunity to build useful business relationships with both your broker peers and Lender BDMs.

We hope you’ve found these tips on how to create the right marketing mix handy. Remember, our My Marketing service is an affordable option for brokers, and our Mercury software also has a great many other marketing tools, like data segmentation capabilities, bulk email marketing and the capacity operate in sync with other marketing programs like MailChimp. To find out more, talk with your local Connective Broker Support Manager. Just fill out the form on this page and we’ll be in touch to arrange a time.

[1] The Ultimate List of Marketing Statistics 2017, HubSpot