In today’s hyper competitive mortgage market, with fluctuating rates, an influx of regulations and enforcements, focusing on attracting new borrowers and retaining the ones you have isn’t always the top priority. It is critical to take care of those areas without losing sight of the importance on bringing on new business.
I was reading a recent blog by IQ Total Source titled “How to Combine Print & Digital Marketing Campaigns”. In the blog they state “To be successful in today’s marketing age, it is important to have an integrated campaign: both print and digital tactics.
Making these tools work together can be tricky, though. As with any campaign, you’ll want to start out knowing who your target audience is. This means not only knowing the demographics and parameters of your audience, but also how best to reach them. While it is easy to assume that older customers prefer print while younger customers like digital marketing, it will almost never be advantageous to operate this way.
There are various advantages and disadvantages to both print and digital media that you should research. Most likely you’ll find that a combined print and digital marketing campaign is the way to go. Digital media is a great option because of its ease of change and the fact that you are not so strictly limited in space. You can use links to your advantage in this capacity, giving your customer an easy path of simply clicking to learn more information or even purchase your product then and there. However, print offers its own set of advantages. Information is much more easily digested in print and people like and trust something tangible.
Through both your print and digital channels, you should have a consistent look. It’s quite possible that a customer will come in contact with both your print and digital designs. Your campaign will be made stronger and clearer if your customers can easily connect the two. Make sure that the efforts you put toward your campaign can be used in as many ways as possible. Information from a newsletter can be organized in a print pamphlet or poster, used as a basis for an online banner, and expanded on for a web page. Consistency is key when managing a combined print and digital strategy.
Don’t rigidly separate your print and digital information. As we’ve already covered, it is not as black and white as assuming you’ll generate one set of customers from print and an entirely new set digitally. Including twitter handles, an invitation to visit your website, or even an online code within your print campaign can compel your audience to your digital channels and vice versa. Always make sure all of your marketing is contributing toward your desired result.
Print is not dead and digital marketing is fast growing. Both have their advantages and disadvantages, but combining them can mean the best of both worlds.”
To succeed in today’s mortgage market you need a multifaceted marketing approach to attracting, engaging and eventually bringing on new borrowers. This includes the use of both print and digital.
About The Author
Brandon Perry is President at The Turning Point. Brandon oversees all operational and administrative activities of TTP. Brandon brings over 16 years of experience in various financial services industries to TTP which enhances the Company’s ability to maintain it’s position as industry leader in providing customers with an advanced marketing solution.