Mortgage Saving Experts – Sussex digital marketing agency

As with every one of our Sussex digital marketing agency retained clients, there was an extensive onboarding process. 

This process ensures we learn as much about our client’s business as possible, so we can make the best decisions for their marketing and create the most effective marketing communications. 

In return, the client fully understands their marketing strategy with us, has full knowledge of which tactics are taking place, why and what they will deliver.

A fundamental first step was to define their target markets and create audience personas – what sources of information influence them, what their motivations, wishes and concerns are, among other things. 

Together we defined four target audiences and in particular drilled down to which marketing platforms would be best for us, as a Sussex digital marketing agency, to focus on. 

For first-time buyers, we are creating TikTok posts and running Google Ads. Through profiling first-time buyers, we know this is where this audience goes for information. We are producing informative short-form videos that match the questions they are asking, on the most relevant social media platform for them. 

The new Tiktok verified business status which we’ve secured for Mortgage Saving Experts means that we’ve got access to additional insight into the business performance of the posts. This ensures performance is measured on meaningful results, not vanity metrics!

Google Ads targets keywords that focus on the questions and concerns first-time buyers have, in addition to qualifiers to ensure they are in the right market. With over 100 keywords and ad copy testing, within three short months, there is now a steady and increasing flow of relevant leads coming in via this activity.

Additional activities, such as optimising and posting content to the Google Business Profile, regular emails to the database and SEO-optimised blogs which are driven by news in the sector, all put the foundations in place for a rounded and connected digital marketing strategy.

To grow the introducer lead source, the initial focus has been on growing the following of the LinkedIn business page. By working closely with the client on the content, we’ve focused our efforts on identifying and inviting relevant people to follow the page such as financial advisors, those associated with banks et al. 

As their retained Sussex digital marketing agency, we are able to adapt and adjust plans based on the client’s changing priorities, needs, and results. So plans are now underway for establishing communications to target the equity release market. There are a number of barriers and concerns prospective customers have around equity release, but as members of the Equity Release Council (which provides a third-party guarantee), Mortgage Saving Experts are in a prime position to undertake proactive marketing in this area.