Every business should have marketing as a central part of their growth plan. Without marketing, reaching new audiences and gathering new leads can be a struggle. But, if you’re not a marketer and don’t have a full marketing team at your disposal, how can you create and deliver effective marketing collateral and, how do you know if they’re working?
These tools can help you to produce the collateral you need and measure the effectiveness of your efforts.
Trello is a collaboration and planning tool that can be used for project management. It can be set up with lists that track the progress of the tasks that you add to it. While this tool doesn’t directly help you create marketing materials, it is incredibly useful in planning and monitoring the tasks needed for creation.
Hootsuite is a social media management platform. Social media is the number one easiest and most cost-effective way for you to expand your business reach. For brokers in particular, social media is a great way to interact with potential clients and create a buzz about the business.
With Hootsuite, you can manage all of your social platforms from one dashboard. This means that all of your likes, follows and posts can be viewed at once. You can also use Hootsuite to schedule posts ahead of time, leaving your team more bandwidth to focus on serving your clients and growing your business.
Not all businesses have a design-minded person on hand to create beautiful graphics at the drop of a hat. That said, including well-designed graphics and imagery are key to boosting client engagement. If you don’t have a designer in your business, Canva is the perfect solution. It’s an online graphic design platform that offers images, gifs, illustrations and templates that make designing something beautiful a breeze.
Email marketing is an important tactic in any marketing strategy. Although it’s been a standard for a long time, emails are still effective. From newsletters to e-shots, there is no more effective way to communicate to your clients and prospects at once.
Mailchimp is one of the most well-known email marketing platforms and it’s drag and drop email editor and ready made templates are especially useful for brokers who don’t have the time or extra funds to get bespoke newsletters created. (There’s even a free plan for smaller businesses.)
When it comes to marketing tools, HubSpot has earned its title as one of the best. Because HubSpot is an all-in-one platform that is integrated with its free CRM (customer relationship manager), the insights you are able to view and measure from it are incredible.
Not only does HubSpot include email sends at all levels, even from its most affordable tier (Marketing Hub Starter) there are functions that make a huge difference in your ability to market effectively.
In addition to the email marketing and contact management available with the CRM, HubSpot’s Marketing Hub offers:
Forms for capturing data
With the use of HubSpot, you gain both insight into your website visitors and contacts and the ability to set up effective lead generation collateral.
SurveyMonkey or Typeform
The key to effective marketing is understanding your audience and what better way than to ask them questions yourself? Using a survey tool like SurveyMonkey or Typeform, you can create simple surveys that give you feedback in real time.
The two best ways to utilise a survey tool in marketing are:
Discovering client pain points
Understanding the challenges that your clients are facing is the most important thing you can do to start marketing effectively. Once you have a clear idea of what your clients are struggling with or want to know more about, you can create marketing campaigns that address those concerns directly.
Getting feedback on marketing campaigns
Once you’ve launched a campaign and are starting to receive leads from it, it can often be worthwhile to check in with the leads that become clients to see what worked for them. Was it the positioning you used? Was it the fact that it was on a platform that they use all the time? This can be a great way to make sure that what you are doing works for your prospects.
Google My Business
In this increasingly digital world, making the most out of client testimonies is vital. People look at reviews for everything these days because the recommendation of a peer is more valuable to them than anything a company says for itself.
The easiest way to begin utilising online reviews is to register with Google My Business and begin requesting client reviews. (Perhaps accompanying that survey you sent out with your email platform?) As you gather more and more highly rated reviews, you’ll establish an even greater level of trust for future clients.
Google Analytics or Moz
Your website is one of your most powerful marketing tools. It’s hard at work representing your business all day, every day. This is why it is so important to check in with it and make sure it’s doing the job well.
Analytics and SEO (search engine optimisation) sound like complicated beasts, and they absolutely can be, but using the basic reports from trusted sources can help you deliver better marketing and more leads. Two of the most well-respected tools to achieve this are Google Analytics and Moz.
Getting acquainted with Google’s tools can take time, but you will be able to gather a high-level understanding of your website performance from the dashboards in place.
Moz is a much more accessible tool that analyses the SEO value of your website. What that means is you can see whether or not your website comes up for specific searches (mortgage broker UK, for example.) These things fluctuate quite frequently, so having a tool monitor what search engines think of your website can be very helpful.
In either case, if you are seeing numbers that you don’t like the look of, it’s a sign that changing your marketing strategy is a good idea.
These tools, in combination with a well-considered strategy, are all you need to produce a marketing campaign that will draw in new clients and prospects! Ensure that your team has the right tools to succeed as you introduce more marketing efforts to your business’ growth strategy.
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Accord Mortgages Limited is authorised and regulated by the Financial Conduct Authority. Accord Mortgages Limited is entered in the Financial Services Register under registration number 305936. Buy to Let mortgages for business purposes are not regulated by the Financial Conduct Authority. Accord Mortgages Limited is registered in England No: 2139881. Registered Office: Yorkshire House, Yorkshire Drive, Bradford BD5 8LJ. Accord Mortgages is a registered Trade Mark of Accord Mortgages Limited.
References to 'YBS Group' or 'Yorkshire Group' refer to Yorkshire Building Society, the trading names under which it operates (Chelsea Building Society, the Chelsea, Norwich & Peterborough Building Society, N&P and Egg) and its subsidiary companies.
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