Whether appointed representative or directly authorised, advisers could benefit from staying up to date with the newest consumer and marketing trends. Sharon Mawby, head of sales and marketing at Mortgage Intelligence mortgage network, predicts three marketing trends for advisers to focus on in 2016.
Content is King
Content marketing has been the focus for many marketing departments in 2015 and this is set to continue. Brands are becoming publishers and marketers are becoming writers. The quickest way to get to your customer’s heart is through content. It helps to establish authority, gain trust and it’s a great SEO boost for your website.
Developing content, whether online or traditional is still a great way to pro-actively engage with clients. Creating thought-leadership through blogs and comments on social media can build trust and further develop your brand as a forerunner in the field. Having a good content strategy for 2016 will help ensure your continued success in the long term.
The need for a marketing focus on mobile users is still hotter than ever and so is the importance of responsive design for your websites and emails. You may have heard of “mobile first”: a shift in consumer behaviour that sees more than 50% of people primarily reading emails on their smart phones.
An overwhelming 80% of mobile users also delete emails that are not optimised for their smart phones. Not long ago, mobile friendly communications and websites were something of an added bonus. But now optimising for mobile devices has become a necessity and a valuable investment for the future.
Connecting with Clients
In an ever-changing digital world, more and more people are embracing online interaction and using new technologies to make decisions and do business. An estimated 46 million people in the UK will own a smart phone by 2018, creating an ever-increasing opportunity for brands to be connected to their customers.
People enjoy investing their time and money with people they know are on their side, so humanising your brand and relationship marketing is going to be more important than ever before. Developing strong, emotional customer connections to your brand helps drive word-of-mouth promotion and lead generation.
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