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How to Attract More Mortgage Clients With Content Marketing
April 13, 2016
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Google has loudly declared that content is king. As a mortgage broker SEO may not be your top priority, but you can’t deny the importance of appeasing the predominant search engine in order to get the best rankings and reach the widest audience.

Content is about more than just catering to the whims of a search engine, though. It is also a means of connecting with prospective clients and compelling them to complete certain conversions (i.e. clicking through to your website, requesting more information, signing up for your mailing list, or contacting you directly to utilize your services).

These days, it’s not enough to create optimal content for your website – you also need to engage in content marketing strategies that spread a unified message across multiple platforms. What does this entail and how can content marketing be used to attract more mortgage clients? Here are a few things you should know if you want to follow through with a successful content marketing strategy.

Hone Your Message

One important aspect of a content marketing strategy is creating content that is consistent and offers ongoing value. For the average mortgage broker SEO practices may be limited to the simplest strategies. After all, you have better things to do with your time.

Content marketing, if done correctly, will require more than a modicum of effort, though. You need to put a lot of thought into how you can direct consumer behavior not with a standard sales pitch, but by offering content that is informative and engaging as a means of building relationships.

The ultimate goal of content marketing, as with any form of marketing, is making sales and growing your client base. However, content marketing attacks the challenge from a different angle, giving away relevant information for free as a means of encouraging consumers to reciprocate by offering their business.

Think of it as a dance. You’re bound to see more receptive partners if you offer your hand and ask for a dance than if you grab someone’s arm, drag them onto the floor, and demand a dance.

Focus on the Reader

Traditional mortgage broker SEO and marketing tactics could include content that focuses heavily on making a sales pitch, including talking a lot about yourself, what you have to offer, and why you’re better than competitors. This can be a real turn off for readers, many of whom don’t appreciate a hard sell.

The good news is you’ll have plenty of time to talk about yourself once you woo prospective clients with content marketing that gains their trust and loyalty. The best way to do this? Like any wooing, you have to talk more about your partner than yourself.

What do your clients want? What are their challenges and concerns? What information do they need to choose the best service provider (i.e. you)? This is what your content marketing should address. Make it more about the reader while subtlely implying that you can solve their problems and meet their needs.

Offer Value Without Reward

In order for content marketing to be successful, you must appear to offer something for nothing. When engaging in mortgage broker SEO, there is always a quantifiable end goal, and the same is true of content marketing, but appearances are important.

By offering valuable information to clients without throwing in a traditional sales pitch, you’re removing the self-serving element of sales copy that many readers find repellant. This strategy could endear readers to you in a way that makes them want to interact with you further and take advantage of your services.

Make a Trade

While the focus of content marketing is definitely on the needs of the consumer, you can’t practice effective mortgage broker SEO and marketing without including some kind of call to action that creates a clear pathway for clients to interact with you further. However, this call to action is not going to be a sales pitch.

Instead, you should make a trade. Offer additional information in exchange for readers signing up for your mailing list, a webinar, access to white papers, and so on. Once you’ve proven your value through free content and built a rapport, then you can start asking for something in return.

Professional Mortgage Broker SEO Services

There’s a lot you can do on your own when it comes to mortgage broker SEO, but if you’re like most mortgage professionals, you have other priorities. Hiring knowledgeable and experienced SEO and marketing experts can alleviate the burden on you to drive marketing efforts and produce greater results and ongoing success with your content marketing strategy.

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