The Growth Series

What is Influencer Marketing?

Influencer marketing is a tactic where businesses partner with prominent figures in their industry, often those with a large online presence.

These people aren’t just famous faces with lots of followers on X, YouTube and Instagram. 

They’re also individuals who are widely respected for their knowledge, expertise and insights.

So if a well-known financial blogger, mortgage industry expert or commentator endorses your brand, it can carry lots of weight.

Instead of feeling like an ad, influencer marketing can feel like a trusted recommendation from a friend.

And that can make a big difference at a time when so many brands are competing for our attention, and people are seeking authentic brands they feel they can trust.

According to research by HubSpot, nearly one in four marketers are currently leveraging influencer marketing, and almost nine in ten of these businesses plan to maintain or boost their influencer marketing investment.

So what benefits could this approach offer to your brokerage?

Greater brand awareness

A prominent influencer in the mortgage sector or wider financial services market could introduce your brand to a new audience of potential clients who are seeking mortgage advice, many of whom might not have heard of your business before.

More trust and credibility 

If a respected figure in your industry endorses your business, it’s a validation and measure of your expertise and track record of success, and a unique selling point that could make prospects more receptive to your wider marketing efforts.

Targeted marketing

Working with influencers can be a great way to engage with specific segments of the mortgage market, such as first-time buyers or self-employed people, and create a marketing message with these niches firmly in mind.

Better lead generation

Influencer marketing can enable you to reach people who have already expressed an interest in mortgage advice, and hit them with a call to action that encourages them to contact you.

How to make influencer marketing work for you

Identify relevant influencers

Research industry experts, social media personalities and financial bloggers with a profile and credibility within the mortgage market.

Make sure all the people on your list of possible names are good fits for your brand, in terms of their location, brand values and the type of audience you’re seeking to attract.

Be prepared to reward influencers

Collaborations with third parties must be mutually beneficial, so if you make an approach, make sure you offer something they will appreciate.

Often, this could be as simple as a one-off fee, but they might also be interested in opportunities to raise their own profiles in return, perhaps by writing guest blog posts on your website, taking part in social media campaigns or featuring in webinar and podcast recordings.

Track results

As with any form of marketing, it’s important to monitor the reach and engagement of an influencer-led campaign.

With these insights, you can measure whether your strategy is delivering results and see if you’re getting a good return on your investment.

At the same time, you’ll be able to get granular details on what aspects of your campaign are performing well and where it could be doing better, and then use this information to refine your approach in the future.

Be transparent

There are strict rules about declaring paid advertisements and brand collaborations, so make sure all content that includes a third party influencer is clearly labelled as an “ad” or “partnership”. Otherwise, you risk falling foul of the advertising regulator.

Credibility is vital in any industry, but particularly so if you’re in the business of giving financial advice.

So if a respected figure with a high profile, a good reputation and proven expertise in the mortgage industry represents or endorses your brand, their stardust and credibility can rub off on you - and it could potentially be the factor that encourages prospective clients to get in touch.

Learn more: The impact of word-of-mouth marketing

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