Social Media for Mortgage Bankers
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Jason Falls's slides from the 2017 Mortgage Bankers Association of Kentucky.
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Social Media for Mortgage Bankers
- 1. SOCIALMEDIA &MORTGAGEBANKING THE NO-NONSENSE GUIDE TO BUILDING RELATIONSHIPS & DRIVING BUSINESS WITH SOCIAL MEDIA MARKETING
- 2. AGENDA Social Media Overview Building Your Own Social Media Strategy Tools to Help You Be Efficient Measuring Your Success Compliance and Social Media
- 4. STATISTICS… SMALL BUSINESSES • 66% say finding new customers is top concern • Only 50% of SMBs even have websites • 1 in 5 SMBs don’t use digital at all CONSUMERS • 70-80% research a company online before buying • Mobile search surpassed desktop search in May of 2015 • Search engines most trusted source of information • 81% of U.S. people 12+ use social media • Average adult spends more than 20 hours online per week
- 5. CONSUMERSARESOCIAL 67% 34% 30% 29% 23% 22% 13% 8% 3% Facebook Instagram Pinterest Snapchat Twitter LinkedIn WhatsApp Tumblr Music.ly E D I S O N R E S E A R C H / T R I T O N “ T H E I N F I N I T E D I A L ” 2 0 1 7 T O T A L P O P U L A T I O N 1 2 + “ C U R R E N T L Y E V E R U S E ”
- 6. CONSUMERSARESOCIAL 62% 9% 9% 5% 4% 3% 8% Facebook Instagram Snapchat Pinterest LinkedIn Twitter Others E D I S O N R E S E A R C H / T R I T O N “ T H E I N F I N I T E D I A L ” 2 0 1 6 T O T A L P O P U L A T I O N 1 2 + “ B R A N D U S E D M O S T O F T E N ”
- 7. CONSUMERSAREMOBILE 89%95% C O N S U M E R S A G E S O W N A S M A R T P H O N E 12-24 C O N S U M E R S A G E S O W N A S M A R T P H O N E 25-54 E D I S O N R E S E A R C H / T R I T O N “ T H E I N F I N I T E D I A L ” 2 0 1 7 T O T A L P O P U L A T I O N 1 2 + 60% C O N S U M E R S A G E S O W N A S M A R T P H O N E 55+ W A S 2 5 % J U S T F O U R Y E A R S A G O
- 8. AWARENESS FAMILIARITY CONSIDERATION PURCHASE LOYALTY TRADITIONALJOURNEY
- 13. • Product features • How-to instructions • Customer questions • Customer emails • Customer phone calls FORBRANDS,IT’SALLBASEDONCONTENT
- 16. SOCIALCONTRIBUTESTOSEARCHRANKINGS GOOGLE ALGORITHM FACTORS Recentness of Content Concentration of Keywords Content Quality Inbound Link Quality Multimedia Content YouTube Content Social Shares of Referer Links From UGC Sites Number of Comments Number of Tweets Facebook Likes/Shares Pinterest Pins Social Signal Relevancy Site Has Social Accounts/Followers SOCIAL SOLUTIONS Blogging Blogging Blogging/Social Sharing Blogging/Content Vlogging/Podcasting/Photos Vlogging/Video Social Sharing/Promotion Social Sharing/Promotion Blogging/Social Sharing Content/Social Sharing Content/Social Sharing Content/Social Sharing Content/Social Networking Social Networking Backlinkio – Nov. 2016
- 17. TORANKWELLINSEARCH… Website • Cheap, Simple Authoritative Content • Requires some investment (time or $) Paid Search Budget • Requires some investment (time AND $) Inbound Links • Earned based on content is better Social Audience, Content & Reviews • Requires some investment (time or $)
- 18. TO“RANK”WELLINSOCIAL… Social Accounts • Cheap, Simple Authoritative & Engaging Content • Requires some investment (time or $) Calls-to-Action • Requires some creativity Paid Social Budget • Requires some investment (time AND $) Positive Reviews • Simple ask of customers
- 21. BRAINSTORM WHO WHAT HOW WHO are we targeting WHAT can we give them? HOW will they know it’s there?
- 22. WHATISCONTENT? Content Content is anything the customer or audience can use to be informed, entertained or to benefit from your company. Content often takes the form of: • Blog Posts • White Papers • Videos • Events • Webinars • Tools/Resources • Software/Applications • Discounts/Coupons
- 24. CONTENTBRAINSTORM What Do You Know? What Can You Teach? What Can You Share? How Can You Entertain? How Much Can You Incent?
- 30. Ideation • Who? • When? • How Long? Creation • Who? • When? • How Long? Distribution • Who? • When? • How Long? Content Creation Discovery • Who? • When? • How Long? Creation • Who? • When? • How Long? Distribution • Who? • When? • How Long? Content Sharing & Engagement Target Audience Information Instruction EntertainmentFilters Builds Trust & Awareness Drives Leads
- 31. ALEAD!NOWWHAT?
- 32. • Email List • Social Invites • Long-Lead List • Discover need • Answer questions • Answer concerns • Price/Quote • Follow-Up • Close • Email • Call • Write • Invite • Follow Up LEADWORKFLOW Leads Come In Nurture Process Sales Interest? Yes! No Enter Sales Funnel Information Interest? NoYes! Add to Contact Lists • Long-Lead List Add to Contact Lists Who? Who? Who? Who?
- 34. ROI Customer Satisfaction Scores Higher Search Engine Results New Product Ideas Lower Cost-Per Lead Lower Call Center Costs More Online Media Coverage More Subscribers Conversions vs. Public Faster Response Times Higher Retention Rate What do I get in return? More calls/foot traffic More leads/traffic
- 35. YOUR TOOLBOX
- 38. CONTENTCREATION
- 39. CONTENTCREATION
- 40. COMPLIANCE
- 41. COMPLIANCE Sensitive or Confidential Data Consumer Privacy Inconsistent Messaging Interest Rates & Specifics
- 42. DOYOUDOTHATHERE?
- 43. There are no shortcuts. There are no easy solutions. There is no easy button. In order to be successful you have to Do The Work! Questions? Need Help? | www.jasonfalls.com | jason@jasonfalls.com