Continued on Page 64 >>
<<Winning continued from Page 61
ll successful B2B digital-marketing
campaigns require the following
several elements. First, you need a
well-designed and well-maintained
Additionally, you must have outstanding web
content to help position yourself as an expert
while also building brand loyalty. Finally, you
must develop a customized online marketing
strategy to drive traffic to your site.
Only by placing an equal emphasis on developing each of these three components can you
succeed. Once they are in place, you will see
your marketing efforts turn into the proverbial
“well-oiled machine” that consistently generates
new business opportunities.
Building a website
Growing your mortgage-brokerage business all
starts with your website. Investing resources
that drive clients to a poorly functioning website
can turn you into the digital-marketing world’s
version of a snake-oil salesman, promising the
moon and stars but barely being able to deliver
Your website should be viewed as the focal
point of all your marketing efforts, because it’s
where all of those efforts lead to. Once you’ve
done all you can to bring people through your
virtual doors, you need to also ensure that they
like what they see once they’ve arrived.
Commercial mortgage brokers have free rein
over the content they convey to visitors. Some
brokers only work with investors who are looking
to purchase properties and generate revenue.
Others want to sell properties directly to business
owners, who may want to increase their fixed
assets through their storefronts, offices or manufacturing facilities. Building a website allows you
to target your audience, or try to draw in as many
different types of buyers as possible in order to
maximize potential profits.
Although optimizing your website requires a
fair amount of focus on visuals, graphics and design, turning a site into a tool to bolster your B2B
marketing efforts mandates an emphasis on content. Your website should be brimming with content that builds up your status as a subject-matter
expert, utilizing tools such as blog posts, white
papers, infographics, case studies, e-books, service guides, customer reviews, currently available
properties and financial research.
On top of the content, your site should include
a well-built home page or a specific landing page
designed to be the access point for those who
come to you through advertising. Links to your
social media pages should also be included as
these offer visitors the chance to become more
engaged with your brand. Finally, every page on
your site should also incorporate lead-capture
tools, whether they are links to online contact
forms or simple calls to action.
Developing web content
What kinds of web content does your company
need, other than for your website? None, if you’re
comfortable relying on sheer luck to dictate customer retention. If you truly want to develop a
devout brand following, however, you need to
take advantage of opportunities to engage with
your client base outside of your website.
That’s where social media comes in. You can
reach out to customers without having to dedicate
inordinate amounts of time, effort and resources
by simply establishing a presence through outlets
such as Facebook, Twitter, LinkedIn, Instagram,
You Tube and Pinterest.
Do you have to set up accounts on each of
these channels? Of course not. Which ones you’ll
use depends largely on the unique profile of
your targeted audience. For B2B marketing purposes, it’s typically recommended that you set
up a LinkedIn profile, as well as either a Facebook
page or Twitter account. Facebook and Twitter
allow you to informally share information and
news, while LinkedIn offers the chance to develop
a network of professional contacts.
How often should you post content on your
social media sites? That will depend on how much
feedback you receive through these channels, but
it’s recommended that you attempt to connect
with clients organically by posting at least a few
times a month. These posts should be supplemented with paid tools, such as sponsored updates
and ads, whenever possible. An example would
be to share content on your own pages, as well as
through each online channel’s sponsored updates.
Driving traffic to your site
With your web presence established, next
comes the task of enticing visitors to engage
your various online sites and pages. Each of the
following methods helps to accomplish this aim
Alex Vasilakos is the director of marketing for The Finance Marketing Group in Albany, New York.
He works exclusively with financial-service companies, but his depth of knowledge and experience
can help design and implement business strategies across all industries. He has won many
awards for creative direction and strategy, and is certified by Google Partners in Ad Words and
analytics. Reach Vasilakos at (518) 591-4645, ext. 102, or email at email@example.com.