Digital Platforms To Broaden Your Mortgage Marketing Strategy
Are you aware that not all of your best loan prospects or referral partners use Facebook? If you look at the personal characteristics of your ideal client, odds are high that they don’t all pass a good amount of their time on Facebook.
You may want to start investing more time on a photo-focused platform like Instagram or Pinterest, or a business-driven platform such as LinkedIn, etc. The platform that counts the most to people is likely where they will spend their time.
A big marketing mistake is advertising where your ideal customers are not going to see you. Branding is great but hoping a friend of a friend or two family members on Facebook will mention or remember you or your company may not be the best source to help pay the bills.
Your mortgage marketing efforts should not only be on Facebook especially due to them implementing the Special Ads Categories so you filter prospects less. Let’s look at some reasons why you should use some other great platforms to reach your ideal client.
Instagram Ads
Instagram & Pinterest will allow you to share images online with registered users. Instagram allows videos to be shared as well. Each gives you the opportunity to improve lead generation. Instagram has:
• 75 million people use it daily
• 70 million photos are posted each day on avg.
• Approx. 35% of its members are between the ages of 24-34; About 40% are 16-24; So let’s say 50% are of the age who might be be prospects who may be in position to do business with you.
One of the most effective marketing strategies on Instagram is to make cool content that pushes people to want to look out for your posts and stories and hopefully want to find out more about you by clicking on your bio. As an example, start a contest where you the winners get a gift certificate to a local restaurant or store in your area.
You pose a question in a photo that only ideal customer may know. Request users to click your call to action button in the ad which will lead them to your landing page where they need to enter their name, email address and their answer. From all the correct answers that come in you randomly pick a winner like a radio station does when they say caller #20 or #50, etc. is the winner! For the cost of a restaurant bill or gift certificate to a retail store, you’ve created a lot of leads for your database that you may begin marketing to.
LinkedIn Ads
A very high percentage of members who use LinkedIn are in a business mindset. This is not to mention that LinkedIn has experienced a 50% annual rise in user engagement since 2017. This indicates that users are posting many things on the social network, and members are engaging with it more and more.
To begin with, LinkedIn gives you the ability to choose either a self-service or managed campaign. Self-service campaigns enable you to do advanced ad targeting, pay for your content to be more visible as well as regular text ads.
The managed campaign option that hires the LinkedIn Account Management Team to actively help you with your campaign. They’ll use your client persona data to create targeted audiences consisting of only your ideal clients.