Did you know that the average click-through rate of a paid ad is 2%, yet ads in the first position earn an average click-through rate of almost 8%? This is according to a study by Clever Clicks in 2017.
Also, were you aware that, according to Google, 50% of B2B queries are made on smart phones? This along with the tremendous rise in voice search has big implications on how a digital strategy should be approached.
The importance of an effective digital strategy for companies in the mortgage and fintech industries cannot be overstated. The competition is more fierce than ever as marketers struggle to develop the right content in the right format and get it to rank well in search.
Therefore, it’s critical that your digital online marketing strategy performs well. The reason is simple. According to recent data, 88% of buyers research products and services online before making a decision. We help you understand how and where your clients and prospects do their research and on what type of device. Then we help you reach them through the channels where they are the most engaged and active.
WHAT IS A DIGITAL MARKETING STRATEGY?
According to HubSpot, one of our digital marketing and automation partners, a digital marketing strategy is “…a series of actions that help you achieve your company goals through carefully selected online marketing channels. These channels include paid, earned, and owned media, and can all support a common campaign around a particular line of business.”
Digital marketing plans must serve your business model, your clients, and your target audiences. Your company may need several different marketing strategies. And, each may have its own set of distinct goals. We use our tools and research to improve your overall digital and online marketing focus. That focus is delivering the right message to the right audience using the most effective platforms.
STARTING POINT Developing your digital and online marketing strategy starts with knowledge. It requires a deep understanding of your brand.
(Note: If you believe these are areas that need to be strengthened or are questions you have difficulty answering, we can help. Contact us today to discuss how we can develop a stronger and more compelling brand for your company. Or, click here for an overview of our brand development services.)
Once we have an understanding of your brand, its key attributes and what it stands for, we will research your clients and target audiences. The success of your digital marketing strategy depends on how well you define your buyer personas.
A buyer persona is a fictional, generalized representation of your ideal client. To build accurate buyer personas, we look at your customers and prospects. We deliver personas that are defined by:
Often, your mortgage industry or fintech company may have several buyer personas. When your buyer personas are complete, we will be able to confidently target and reach them. Your online marketing strategy is now positioned to achieve your goals.
KEYWORD AND MARKET RESEARCH
As your digital marketing agency, we also do online market and keyword research. We learn what keywords and phrases your target audience uses to research your products and services. These keywords are injected into your messaging to make it more compelling and raise its profile.
ONLINE COMPETITOR RESEARCH
We will also do online competitor research. We help you understand your competitive landscape and see what your competitors are up to. What are their brand messages? What are their marketing messages? What are their value propositions?
In addition, we document your current search positioning and marketing effectiveness. In other words, how do you stack up against your competitors in the online world? How well is your digital marketing strategy performing? Ongoing metrics on volumes and conversions help craft changes in focus and message.
Our digital marketing team will help you get where you need to be to win in this hyper-competitive environment. Isn’t that exactly what you would expect from your digital marketing agency?
Typically, only a very small number of web visitors convert during their first visit to a website. And, unless they have saved, or made note of a site for future reference, they may easily forget the company they visited. Retargeting (also called remarketing) is a process of placing a code (pixel) on your website which drops a cookie onto your visitor’s browser. Then, when your visitor browses the web in the future, a pop-up ad will remind them of their earlier visit. It is a savvy practice used today and a great way to stay in front of your prospects.
When you work with us, we will ensure you are aware of the most contemporary tech tools available to keep you prospects and your customers coming back to you time and time again.
FINDING OPPORTUNITIES Often there are under-served markets or market segments that you can exploit. If this exists, we’ll find them and share them with you. We also search for long-tail keywords and low-competition keywords. While they may be lower volume, you may be able to get a larger share of their users. We help you find opportunities in areas ignored by your competition.
Need some help in any of these areas? Give us a call. We have been creating successful marketing plans since 1987; read what some of our clients have to say about our efforts!
Have any questions, or would you like to learn more? Contact us today!