In the digital advertising world, we marketers have a little saying: “content is king.” But, what does that mean?
Content marketing derives from inbound marketing, which is a consumer-centric strategy that integrates well in our state of technology. The right inbound marketing puts consumers at the core of the advertising process (as they should’ve been all along).
By putting out exceptional content, we’re looking to drive in-or inbound- new customers. The goal is to nurture our audience through informative content with the hope they build a relationship with our brand.
The mistake many marketers make is deviating from the root of inbound marketing. They churn out poorly-crafted content and hope for the best. As with all advertising strategies, you’ve got to do your research and go in with a plan.
As a mortgage broker, you can find a plethora of new clients through digital marketing. Here’s how (and why) you should use this new-age strategy to bring in mortgage leads.
Provide Insight into the Mortgage Industry
We’re banking people, so we understand all the jargon, protocols, policies and what not. However, many outside this industry struggle with some of the technical information.
This problem alone is a straight path to finding new mortgage leads. People are asking questions, and they need answers. They’re looking for people like you to provide adequate support.
All that uncertainty creates an incredible advantage for you. There’s an endless supply of topics you can cover, from types of mortgage loans to finding the best broker.
You should also integrate more trending information onto your site. Especially as new laws and policies emerge, people turn to search to seek information.
You’re doing much more than filling in a gap with relevant information. You’re ultimately creating value for your brand in the eyes of your consumer.
The Internet is an Open Door for Finding Mortgage Leads
The Internet has taken what we know about generating leads and flipped that upside down. Unlike before, we now (plausibly) have access to thousands of new customers at our fingertips.
Most rely on search engines when looking for a product or service, especially within the financial sector. In fact, 50% of people have visited a local business within one day of a search.
This statistic indicates the need for content marketing. It boils down to companies like you who want to bridge this information gap. After providing this information, you have to be able to use it to convert leads.
Using the Internet to Find New Mortgage Leads
One downfall that many run into is they’re not being persistent or putting out new content on the regular. If you’re not consistently sharing the latest information, your site will drown in the sea of the other mortgage companies vying for that 1st-page status.
Your information has to be relevant and applicable if you want to leave a lasting impact. It doesn’t take a pro-marketer to discern between quality content and “spam” articles.
You know the ones. They’re stuffed with links and other promotional tactics (i.e., “You need my product because of XYZ”). You should avoid doing this because it’s tacky, unoriginal, and annoying.
Instead, use on-topic material to demonstrate the importance of your ideas. Expand on them through real-life examples and other statistics and proven theories. Use credible media sources, studies, and industry publications to support your content.