As new platforms and features keep emerging, it’s important for marketers to understand how to use them – and who is using them – to maximise their social media strategy.
broker Basil Frank told NZ Adviser social media is the most cost-effective way of getting one’s name or brand out there.
“It’s free of charge and if you’re doing it the right way there’s not much that can go wrong,” Frank said. “But, remember to choose your words wisely and behave.”
In the corporate environment, Frank said LinkedIn is the best tool to get one’s name around potential client’s brokers might be interested in. He said he uses Facebook occasionally to share some social work activities and keep his connections conscious of the fact that he is in the mortgage broking industry.
“There’s nothing as powerful as to let everyone you know, know that you’re in mortgage broking, or any type of sales/advising type of industry,” he said. “Your most powerful asset in our game is your relationships and connections!”
Similarly, Mortgage Lab’s Rupert Gough said his company’s main focus for social media is Facebook and LinkedIn.
“We create content on our website blog and then push the articles out via those 2 platforms,” Gough said.
The trick, according to Gough, is using different descriptions for these articles depending on whether it's LinkedIn or Facebook – a more relaxed description for Facebook and a rather formal approach for LinkedIn.
“On Facebook, we don't boost all our articles. We push them out to our clients and if they get a good response, we boost them to the wider network,” he said. “That way we're not wasting money on ads for articles that aren't grabbing people's attention naturally.”
Gough also said Mortgage Lab tried utilizing Twitter but haven’t failed to get a big uptake from the platform in New Zealand.
“I haven't found a good use for Pinterest in the Mortgage Industry. It's possible advisers who work with real estate agents could utilise this platform more,” he added.
According to New Zealand-based technology company STAAH, 2017 has been another whopper of a year for social media. Twitter increased character limit to 248, visual platforms like Instagram and Snapchat are zooming through the roof and live stream videos are the new thing.
Here are a few tips and social media trends, outlined by STAAH, that brokers can also use when mapping their brand’s journey on social media channels.
Keep videos in the frame – Some really easy options include Facebook Live, Instagram Stories and Snapchat Stories. Always link them back to written content on your website!
Be ready to welcome your new customer service agents – Chatbots are the way of the future and essential to improving customer experience.
It is all about the money – If you want to see a good return on your social media platforms, you must set aside a budget for and its promotion via a paid campaign on these channels.
Don’t ignore messaging platforms – Include messaging platforms like WhatsApp, Telegram and Kik for a personalised experience. Consider incorporating them into your website for even better service.
Influencer marketing matters to everyone – Influencers are not necessarily celebrities. This content strategy is applicable to B2C campaigns and is effectively used by B2B companies.
Content’s new dimensions – The use of augmented reality on mobile devices provides a niche and engaging way for marketers to reach their target audience – it’s quick, easy and very interactive. You need to find a way into it.
Forget the Millennial and think Gen Z – Generation Z is the next big thing in marketing. As they enter the workforce at their own disposal, your marketing plan needs to account for them.
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With less than a month to go until the New Year, you’re probably well into finalising your social media strategy for 2018.