The Growth Series

Podcast #27 - The social broker




In episode 27 of the Growth Series podcast, Katie Pepper, Communications Manager at Accord Mortgages, is joined by Richard Bassinder, Social Media Manager at Yorkshire Building Society. Together they discuss all things social media; since more and more of us are spending time on various social platforms, they explore how brokers can utilise the advantages and meet challenges.

Doing well on social media requires having a clear idea of who your audience is, then knowing where they are in terms of which social platforms they’re using and, finally, formulating a strategy that attracts them towards your brand.

Richard talks about how brokers can figure out where they need to start, based on their business, what they offer and where they can add the most value to their target market. It’s not enough to simply set up an account on Facebook, Twitter and/or LinkedIn because you’ll soon find yourself plateauing on one or all platforms. Having a message right at the very start is crucial to making the most of your chosen platform, and avoids spreading your resources too thinly across too many accounts.

When crafting your message, it’s important to realise that people are bombarded by thousands of messages, news items and opinion pieces on social media every day. Therefore, being able to cut through the noise with a well-crafted message is crucial as you’ll either come across as a brand trying to interrupt their day, or a brand contributing to a meaningful conversation that tackles a big issue (without you simply selling your product or service).

Facebook, for instance, have overhauled their News Feed algorithm to promote ‘meaningful social interactions’ between friends and family, rather than pushing content produced by businesses. It’s up to businesses, therefore, to craft the message or contribute to a conversation that will be shared between friends and family. The key is to provide valuable content and achieving that requires brokers to establish a communications strategy, the success of which could drive their business forward in a meaningful way.

The Growth Series is a dedicated resource that aims to help mortgage brokers grow their business using digital and communications marketing techniques. For more hints and tips on how to grow your business, you can sign up to the Growth Series for free, here.

Podcast #27

0.00 - 1.24 Welcome and Introduction

1.25 - 28.50 Katie Pepper and Richard Bassinder discuss:

  • The platforms brokers should consider
  • What are the best brokers doing?
  • What mistakes are best avoided?
  • How can brokers measure the success of their social media efforts?
  • How should brokers deal with negative reviews


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