3 Media Strategies That Drive BusinessAn effective marketing plan for mortgage brokers should include a variety of media strategies to reach your intended audience in different ways. But if you don’t have a strategy behind each platform, you could be wasting time and money trying to reach an audience that isn’t there with content that doesn’t serve the right purpose.
What Is A Media Strategy?A media strategy helps ensure you’re reaching the right people and delivering the right message to influence a certain behavior. When crafting your strategies, keep the following tips in mind.
Identify your audience. This could include figuring out the age of your audience, what their needs are and how they use media.
Set measurable goals. What do you want your target audience to do when they view your content? What result do you hope to get from this strategy?
Set a budget. How much will you spend on this strategy? What will you need to spend money on? Where can you save money?
Create your content. Your message and how you deliver it will depend on your audience and your goals.
Review results. Review the results of your media effort and make changes or rework your strategy, if necessary.
Here are three examples of media strategies you can use to drive business.
Social Media StrategyBelieve it or not, audiences for Facebook, Instagram, Twitter, LinkedIn and YouTube are different and use each platform for different purposes. For brokers, Facebook and LinkedIn can be the most beneficial for their business. Facebook can help brokers reach clients and grow their brand, while LinkedIn can assist with networking and building relationships with real estate agents. Below is an example of a scaled-down media strategy for Facebook.
Audience: Ages 25 – 34 (first-time home buyer range) who want to get advice and learn more about a brand in an entertaining and social way.
Goal: Double the number of followers and increase the engagement rate (likes, comments and shares).
Budget: $0 for an organic post and $200 to boost the post and get paid views from people in your local area.
Content: Three posts per week – one post sharing a blog article, one post about you or your business and one post about the mortgage industry or housing market.
Review: The blog article is getting the most clicks and likes. Post one extra blog article per week. Paid posts about your business are getting you several new followers. Put more money behind these paid ads.
Blog StrategyA blog shows off your expertise and gets more traffic to your website by improving your SEO (search engine optimization). Build on this simple blog strategy example below to grow your blog.
Audience: First-time home buyers looking for advice on how to buy and maintain a new home.
Goal: Double the amount of people visiting the blog. Rank for such keywords and keyword phrases as “buying a home” and “getting a mortgage.”
Budget: $100 per month to purchase a blog package, which comes with website hosting, blog themes, content creation and support.
Content: Five blog posts per week – two posts about buying a home, two posts offering homeownership tips and one post about the real estate or housing market.
Review: The most popular posts are on the home buying process and costs. Write more posts on this topic.
Want to learn more about SEO and paid search? Check out our best practices guide on the Marketing Hub.
Email StrategyWhen people subscribe to your emails, they have already bought in to your brand and want to hear from you. Email is a free, easy way to stay top of mind with past and current clients. Here’s a bare-bones example of an email strategy.
Audience: Loyal clients who have voluntarily signed up to receive a newsletter.
Goal: Stay top of mind for repeat business and build referrals.
Budget: $0 to email subscribers, whose information you already have.
Content: Weekly newsletter updating clients on the housing market or providing homeownership tips. Always include a call to action at the end of the email to refer family and friends.
Review: Open rates were lower when emojis were used in the subject line. Do not use emojis in the subject line of the next email.
Expanding your marketing and reaching clients is easier when you partner with QLMS, a company that has a demonstrated record of reaching the right clients with the right message. We’re here to help you succeed, bringing you the most advanced products, technology and resources. What kind of media strategies have you used to grow your audience and attract more clients? Leave us a comment.