7 Benefits of YouTube Marketing

YouTube is one of the most visited websites on the internet. Which means that if you are looking to promote yourself or your business, it is a great place to be active.

The other good news is that the production costs of good quality videos can be very low. Especially if you are creating information type videos, where you can create a presentation in Microsoft’s PowerPoint or Apple’s Keynote and convert them to video format.

So, let’s look at some of the major benefits:

1. Online Discovery

Getting found on the internet can be a major headache and expense. With YouTube, you can get discovered directly in the YouTube search engine, plus you can get discovered in Google’s web browser. And, for some products and services, it is easier to get a high search engine rank for a YouTube video, than it is for a website.

Plus, videos are very easy to share through other online mediums, such as social media, websites, blogs, mobile apps etc. All of which adds to your collective online discovery.

2. Connecting Directly with People

Video allows you to connect with people in a very direct and personal way. This is great for boosting your online relationships, which at times can be very impersonal in nature.

Building relationships is at the heart of effective online marketing. As it is through these relationships that trust and authority can be built. Which in time, translates into a higher probability of sales and being recommended.

3. Entertainment as Education

People love “how to” videos. If you can make some element of your videos entertaining as well as educational, then you’re onto a winner.

This is the kind of thing people keep coming back for time and again, and they readily share with their friends and colleagues.

4. Encourage People to Take Action

With the annotation feature on the YouTube video editor, you actively encourage people to participate. For instance, to give it a thumbs up or comment, or to click on an associate web link, or to share on social media.

5. YouTube Promotion

You can encourage YouTube to promote your videos for free, by using a common and unique hash-tag message in the description of all of you related videos. These will appear in the right-hand side of the screen, under recommended videos section.

6. YouTube Advertising

You can also use your videos as paid advertising on YouTube. At the time of writing, the cost of advertising on YouTube is significantly less than using standard Google AdWords. Yet, YouTube uses the same search network.

7. YouTube Channel Subscribers

You can create your own channels in YouTube which people can subscribe to. This allows you to build up a network of followers that get notified every time you publish a new video to that channel.

Increase Repeat Business and Referrals with Direct Mail

So you have been writing mortgages like crazy now for the last few years. You have a pretty big database of customers and hopefully you have been getting and keeping full contact information for them. An organized database is the first key to customer retention.

The next step is to put together a direct mail campaign to keep these customers thinking about you when they think about mortgages. It is often years between times when each customer needs a mortgage professional, and it takes far less than that for them to forget your name. As well as fighting time, you are fighting indifference. Customers who get great service are often reluctant to pass that information along, while customers who feel they have gotten poor service will tell everyone. Most of the time good customers need to be reminded of their
experience. By following up with each customer on a regular basis you will not only stay in the front of their mind but you will also start to build a reputation as a solid and responsible business.

So how do you get started? Below are a couple of the most frequently asked questions when starting a campaign to keep in touch with past clients.

What Type of Direct Mail Piece Works Best?

There is a great debate amongst Mortgage Professionals about what type of direct mail will work best for getting new business. Many swear by letters for their appearance of professionalism, while others like the low cost and high visibility of postcards. Overall, both seem to work
adequately for bringing in new business. You just need to find which works best for you personally.

For keeping in contact with past customers, however, the way to go is postcards. This is due to the fact that if your customers are not currently looking for a mortgage for themselves, they are far less likely to take the time to open a letter. That causes most of your “keep in touch” promo that is in envelopes to get thrown out before it ever gets read.

Since the goal is recognition and not direct action you only need to get them to read the message. Postcards have the message visible when mailed, which means that while your customers are deciding what to read and what to throw out, they are already being exposed to your message.

How Often Should I Send Promo?

You will want to mail a piece to your database every 30-60 days. Any longer than that and they may have already forgotten you when their friends are looking for a mortgage. Since you will want to send promo out often, you will need to keep your costs down. With postcards there are no envelope costs, no assembly costs and the postage is 30% less than letters. When using a mail house to send your postcards you can often get postage rates as low as 18ยข per piece.

What Should Be On My Brand Recognition Pieces?

There are some basic rules for the design of a brand recognition direct mail piece.

Rule #1: Keep color consistent.

Many times people fall into the trap of changing the look of their promo for the seasons or for the holidays. The thought is that people are thinking about Christmas or St. Patrick’s Day so they will respond better to promo with those colors. The truth is exactly opposite. Their senses are so flooded by those images that they actually start to skip right over them. Pick a color for your company and stick with it. You will do much better in building recognition.

Rule #2: Make a logo and use it on every piece.

Having a clean, professional logo is best. It may be a little pricey to have designed but in the end it is well worth the money. Experienced designers can often charge up to $2000 for a corporate identity package including logo, letterhead and business cards. If you aren’t looking to make that type of investment simply pick a type style for your company
name and use it every time. Consistency is key because your logo is your main identification point.

Rule #3: Make it Informative.

Every piece should have something useful for your customers. Whether it is new information about the mortgage industry or even possible investment properties in their area, it can even be completely unrelated to the mortgage industry. A calendar or list of emergency numbers, even the old recipe card trick still works pretty well. Anything that is likely to be kept around will help to build recognition in the minds of your past customers.

The mortgage industry has experienced a huge amount of growth over the past few years. Unfortunately this growth cannot last forever. At some point it is going slow down and the only way to keep your income in the range that you have become accustomed to is to ensure that you retain as many past customers as you possibly can.

A direct mail campaign is the best way to do this, but remember, this type of program is a long term process. Don’t get discouraged if you can’t directly calculate the amount of money that you bring in right off the bat. What you are doing is burning your name into the minds of your customers. Eventually it will work out to you seeing less attrition and
far more referrals.

Retarget Marketing: A New Level Of Personalised Content

It’s not a coincidence anymore that, when browsing for that new sports watch, suddenly you’re seeing ads for FitBit everywhere. It’s not by chance that your research into real estate has triggered banner ads popping up all over your Facebook feed telling you to click to see the Commonwealth Bank’s new mortgage package. It’s not selective sight seeing ads for ASOS beckoning you back after shopping on their online store after abandoning your cart before purchase.

The internet is a very smart creature today, and has reached a level of targeting that transcends anything seen before. What I’m talking about here is the technique of Retargeting.

What Is Retargeting?

Retargeting (also sometimes referred to as remarketing) is responsible for the phenomena mentioned above. Basically, it facilitates re-engagement from a customer after they’ve left a brand’s website.

Retargeting gathers a specific person’s buying preferences, and then shows them targeted online adverts as they surf the net, to keep those relevant brands in front of them. The majority of customers (around 98%) who visit a website will actually leave (known as “bounce”) before completing a purchase or performing a converting action. Retargeting addresses this by leveraging purchase intent data from that website (such as likes, shopping cart behaviour, history, time on site, clicks, and so on), and placing a small piece of code as a cookie on their browser, so that when they visit retargeting provider pages like Facebook, the individual is served ads tailored specifically for them.

This is a very effective marketing tool as it allows powerful, precisely targeted ads to be directed to each specific customer, encouraging them back to the original website to complete their transaction and convert.

Part Of A Larger Campaign

Obviously, this works best as part of an overall digital Marketing campaign. After all, you need customers to already know about your brand and visit your website for the first time as a result of an overarching promotion campaign, before you can effectively utilise retargeting to nurture and make them feel comfortable about returning to your website and trusting your brand. Retargeting is a good way to bolster this larger campaign.

Don’t Frustrate Your Customers

Retargeting, however, requires a very delicate balance. It should be a complementary execution to your marketing mix, not an endless annoyance to your customers. Serving the wrong ad to the wrong person too many times (over bombardment) is the negative side of retargeting, and must be avoided. Retargeting works most effectively when it’s a subtle, top-of-mind reminder, and not a hounding series of propaganda.

The ideal point is when the individual views the retargeted ads as a convenience, where ads are catered to their specific needs, rather than harassment, with ads stalking them around the internet. It’s important to get this delicate balance correct.

The Multiplatform Scope

An effective retargeting strategy must span across many platforms, given the nature of the consumer today. These include desktops, mobile devices and social media. Most customers own multiple devices and will research on one platform, only to complete their transaction and post feedback on another, so retargeting must be reaching them via a multi-platform approach.

Get The Most Out Of Retargeting

Effectively using Retargeting lies in segmentation, creative design, experimentation and measurement.

Segmentation puts the right strategies in place to ensure the correct messages are delivered to the right consumer. For example, a loyal customer will require a different type of message to one that is still unsure about purchasing. Correct segmentation ensures that a converted customer receives loyalty campaigns and cross selling messages, whereas a non-converted customer receives discounts and reassuring messages to bring them back to the site.

Creative design on retargeting adverts work best when they’re kept simple and bold, display the brand prominently, have a direct call to action, and present a personalised message. After all, if you’re going to all the trouble of individualising your Marketing massaging, don’t waste the opportunity to connect directly with your customer.

Experiment with different designs, frequencies, locations and landing pages to discover what gets the best result. As it is a specifically targeted campaign, it’s often difficult to determine what resonates best with an individual segment.

Effective measurement is always key when determining the success of each marketing endeavour. Retargeting can meet customer retention, brand awareness and sales objectives, and the most commonly uses statistics to track progress are “Cost Per Action” and “Cost Per Clicks”.