A leading digital marketing professional has revealed one common mistake brokers make when looking to generate leads through online channels.
Michelle Falzon spoke to The Adviser ahead of her appearance at the Digital Marketing Boot Camp next month.
The We Are Content founder has sent more than 100 million emails during her 25 years in marketing and communications. As a digital marketing specialist she has produced more than 100 digital marketing funnels, attracted well over 50,000 people to live events and tens of thousands more to webinars and online courses, and generated more than $40 million in revenue.
More recently she’s been working with finance professionals, and she says a lack of consistency is common among mortgage brokers when implementing digital marketing strategies.
“Some brokers have the technology in place to initiate good digital marketing strategies but don’t know how to use those systems, so a lot of what we see from brokers is very ad-hoc,” Ms Falzon told The Adviser.
“They are quite busy on the phone and meeting clients and putting deals together, which is great while they have the momentum going. But they get to the end of that peak and realise they are in a trough and need to start generating leads again and start getting onto social media.”
However, while the digital marketing guru says social media can generate some solid results, email is still the “star” when it comes to generating leads.
“I think email is still the star of the show. You hear people saying email is dead or LinkedIn is the place or social media is the thing, but I’m still hard pressed to find anything that can beat email marketing,” Ms Falzon said.
“McKinsey’s have found email is 40 times more likely to create a customer than social media is. I think social media is fantastic and I have seen people get incredible results from it, but it is easier to mess up. Social is more of a commitment and it can really be a time suck.”
However, if brokers can build an email list, they are effectively creating an asset, Ms Falzon said.
“You’re building a list of people that, if you treat them right, become a dedicated community and want to hear what you have to say. And you own that list. It’s not like a social media platform that you’re just renting from Facebook until they change the rules.”
Catch Michelle Falzon at The Adviser's Digital Marketing Boot Camp in Sydney, Brisbane and Melbourne next month. Now in its second year, this popular event has a brand new agenda packed full of practical sessions from the country's leading digital marketing experts. Click here to find out more.
[Related: Broking in the age of fintech]
James Mitchell has over eight years’ experience as a financial reporter and is the editor of Wealth and Wellness at Momentum Media.
He has a sound pedigree to cover the business of mortgages and the converging financial services sector having reported for leading finance titles InvestorDaily, InvestorWeekly, Accountants Daily, ifa, Mortgage Business, Residential Property Manager, Real Estate Business, SMSF Adviser, Smart Property Investment, and The Adviser.
He has also been published in The Daily Telegraph and contributed online to FST Media and Mergermarket, part of the Financial Times Group.
James holds a BA (Hons) in English Literature and an MA in Journalism.
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