Big Data and Digital Marketing Make or Break Brokers

Now greater than ever, organizations of all sorts are competing to stick out among their opponents. Together with the endless advertising voices out there, it’s all but impossible to successfully promote to customers without a good plan, and mortgage brokers aren’t any exception, marketing for mortgage brokers is becoming more and more essential. It requires a highly personalised, personal, important and customer-centric strategy to catch anybody’s attention now, which may become awkward for mortgage brokers if attempting to get in contact with both potential debtors and realtors.

This is even more significant given the current housing market. Although more customers are poised to get houses, in several markets, stock is in an all-time low, presenting fewer chances for house funding and producing an ultra-competitive marketplace for creditors. Additionally, consumers are bombarded with all types of marketing strategies. Learning some essential marketing tips for mortgage brokers will be vital to gain a competitive edge in the online market.

All these variables are further afield by customers’ expectations. In a virtual world, consumers anticipate more interaction and communication via electronic channels, particularly cellular. But they still anticipate traditional procedures, also, such as telephone calls or on site. Contemplate Fiserv’s latest quarterly customer trends survey, signalling that customers only need financial services on-demand and in their terms. Even though the vast majority of customers prefer mobile or online banking, and these areas are far more often accessed for daily interactions, a large number of consumers still pay a visit to the division.

Additionally, within this electronic age, more customers are shopping on the internet for not just houses, but also mortgage solutions. In actuality, Zillow’s recent customer home trends report disclosed that the vast majority of buyers rely on purpose built mobile websites for online resources, in addition to advice from a realtor, throughout their search. A whopping 87% of buyers utilise online tools, and 75% choose a realtor or agent to operate with, implying that many buyers unite research from sites and programs with wisdom and help from a realtor. In this exact same vein, customers are also increasingly relying on online sources to discover a lender and compare prices. Nowadays, customers — not simply Millennials — expect to find and apply for mortgages entirely online.

Mortgage creditors must conform to the new electronic buyers and make strong digital marketing and advertising opportunities, not just security. To triumph, lenders need to invest in more powerful digital advertising skills which integrate with their client connection platform. Most significant is that they join all touch points and incorporate together with client communication to make an omni-channel expertise for your client, encouraging the client during the whole purchasing procedure.

However, doing so begins with improved information intellect. Lenders must create an information infrastructure with much more wisdom and customer insights not just for greater information deciding, but also to provide better service to clients. Furthermore, a “data nervous system” has to be built out that’s effective at communicating digitally with both clients and prospects, in addition to supplying marketing automation to induce more client outreach and boost acquisitions.

But it’s not just about data or technology for tech’s or information’s interest. It is all about the information insights as well as impact. By efficiently and systematically combining technology with large data, lenders may produce a client relationship management system that enhances the client experience, both offline and online. This electronic nervous system is essential to engage with customers through the channels that they prefer and have the wisdom to make better choices.

This is necessary for creditors to develop organically and why company Embrace Home Loans has invested heavily in developing data-driven digital advertising abilities to support the entire mortgage revenue cycle, in understanding, lead generation, cultivate, close of sale and advocacy. They recently launched a whole branch based in New York and recruited many senior specialists that are devoted to these attempts.

Finally, it is about the perfect balance of electronic, self-service engineering and private attention that will establish the achievement of mortgage creditors moving ahead. People who combine electronic advertising with large data and custom web design will flourish, as Long-term sustainability won’t be possible without it. The creditors that fail To do this will probably fall quite far behind and immediately eliminate market share; it is inevitable.

Basics to Run a Successful Plumbing Business

It can be rough for a small business owner to perform against the big men. Your hidden weapon is offering a personal touch. The simple fact that you’re a local, community company in the identifying selling stage, you want to use it to make your plumbing company a success. Whilst picking a plumber, clients become confused between a neighborhood plumber and a man from the directory.

The neighborhood plumber would be your frequent plumber for the whole community. Actually, a community plumber is usually suggested by family, friends and honored neighborhood companies. He’s a guy whose face and car can be easily recognized. He’ll always do a top quality job and always charges a sensible quantity.

Let’s talk the 5 fundamentals for running a plumbing company successfully as suggested by business coaches in small business coach training.

  1. Find and create your niche

When you’re a single plumber, you often take on various plumbing tasks, generally connected with assisting ordinary house owners use their plumbing issues on top of their issues with laminated architectural timbers. However, as you open and expand your own company, you might begin working with commercial clients and find a little specification. Perhaps, you will only handle repair of sanitary equipment or heating and gas installations or repair, or installing a plumbing system for the entire property. Keep in mind your priority is determined by the marketplace’s propensity and on which you and your workers do better.

  1. Follow on plumbing clearance certificates

Following the clearance of plumbing position have a look at plumbing clearance certifications and email the certification to the contractor immediately after receiving it. Builders do not like paperwork. Attempt to submit the crucial plumbing forms, certifications, guides and proposal to the contractor in time or until they criticize so that they’ll put you in their priority listing of plumbers. Finally, builders will pay attention to you and attempt to negotiate your own price.

  1. Create Leads & Convert Leads into Revenue

Undoubtedly, online advertising is the primary principle for creating business prospects. But a lot of plumbers are still attempting to work out how to create leads from internet advertising and marketing efforts. Here are some important ways that will surely assist you in creating and converting leads to sales:

  1. Don’t Become Complacent

Is your plumbing company moving through this silent killer? It’s not necessary to be educated for a successful plumbing company. Your enterprise standing is the most important resource. You’d be scandalized at how quickly your company might fail if you have an unenthusiastic standpoint, where consequently your job starts to suffer.

  1. Have a Site

Many SMB’s still do not have a site but it’s significant for smb’s to get with the times and also have a website. Prospective customers desire to see your clientele and tasks achieved by your company. It’s suggested to send a booklet or profile about your company whilst tendering using a new client. In the event, if you’re not able to pay for the site creation cost, establish a free account on Facebook and Twitter. You may even establish a blog (see below) since it’s not hard to upgrade with the newest job. You may acquire different clients that can follow your webpage – those who might have come from looking up architectural trusses and engineered timber to have landed on your gas installations and hot water service landing pages – and it may be routinely updated with proper images of projects which you’ve finished.

  1. Have a blog on your site

It is a) a good [method to communicate] useful info to prospective customers; b) relevant for search engines; c) great for your brand; and d) it is possible to push it via your social networking stations. People aren’t searching for advertisements. They’re searching to get info. If pressed for time, even a site a month is well worth doing. If your organization is short on composing talent, you’ll find numerous freelance writers on the market. If budget is a thing, he indicates to visit a college.

Fundamental blog kinds by shelf life:

  • Evergreen: Normally, useful topics which don’t alter with time. For example, a plumbing firm may have a bit about the best way to unclog a toilet drain or other emergency plumbing tips.
  • Timely: Topics relevant to a specific time period. As an example, the exact same plumbing business may get an article about the best way best to winterize a sprinkler system.

Raise your plumbing enterprise profitability and stick to the above-mentioned principles to create progress consistently. Attempt to construct and keep the more powerful standing so as to secure more business from the customers.

Marketing for a Women’s Shoe Store

Large companies dominate the shoe manufacturing company with brands that are recognised mainly geared towards athletic footwear and obviously, women’s shoes such as women’s high heels. Nonetheless, these companies focus their national efforts on design and wholesale of footwear when completing most manufacturing efforts overseas. To penetrate this market as a small business owner, you’ll have to be innovative in your design choices and formulate a good set of marketing strategies to achieve a competitive advantage. Depending upon your advertising budget, there are many techniques you can use to promote your goods and a lot of these are relatively cheap but very powerful.

Develop an Internet presence and conduct surveys

Develop a well-designed site to display the several types of shoes that your business manufactures. Include a functional e-commerce shop, complete with a shopping cart, which takes various payment methods. Prospective customers have the flexibility to browse your website in their own time, solitude and comfort and determine what suits their style and budget. Entice your customers with special deals and promotions, and answer their frequently asked questions. Create additional promotional opportunities by encouraging opinions and collecting customer testimonials — either by follow-up email or on your site about their shopping experience along with your goods.

Hold a fashion show

Hosting a fashion show will create awareness about your shoe line. Hold your show at a time and place convenient to your prospective customers, either in your store, a hotel functions hall or community hall. Focus your theme on women’s shoes because, normally, families spend more on apparel designed for women aged 16 and over than any other apparel product. Seek the involvement of individuals that are integral to your marketing strategy, such as neighbourhood fashionistas and journalists to get the word out after the show. If the event is successful, you can elect to hold ordinary shows in other large markets.

Incentive Programs

Start an incentive program that gives discounts or gifts of your discretion to encourage current customers to refer their colleagues to purchase your goods. You may inform your customers about the referral program after each purchase, though you may prompt inactive clients by steadily communicating via postal mail or email, taking care not to overwhelm them. This strategy makes your customer base a sales force. Therefore, be sure that you thank them within 24 hours of receiving the referral. Track referrals, especially the ones that earn rewards. Consider using online monitoring if your referrals are web-based. Word of Mouth (WOM) remains among the most effective marketing tools on the market, capitalise on it!

Get Social

Leverage your existence on social networks to allow yourself access to an inexpensive, direct marketing platform to promote your shoe line and reach a potentially varied customer base. Your social networking presence is a more relaxed environment, and visitors are more inclined to get in contact with your products at a personal level rather than perceive your company as only marketing items available. Offer information that your readers will find valuable and interesting by integrating web page content with images and videos associated with your products, like an article on how to create women’s pumps feel comfortable. This can generate quality online links that read, share and talk about your shoes with their specific audiences, forcing repeat business and attracting new customers.

Sponsor Contests

People like winning competitions and things present such opportunities. Go beyond classic advertisements and sponsor contests to draw attention to some products. As a strategy, the point is to promote your brand and place your name and logo before the people rather than make money using a hard-sell campaign. By way of example, you might offer to host a neighbourhood soccer game or sports event for students, and give money and gift cards redeemable for buying women’s sneakers online as prizes. Set up highly visible poster displays that promote your goods throughout the event.

Are businesses about to go cashless?

Over the next year and a half, Alan Bekerman intends to grow his healthful fast-food series iQ Food Co. from five stores to eleven and not a single one of them will take cash money. “It was one less thing that we had to think about, which is a huge benefit,” says Bekerman, who analysed the idea at two places when he first opened in February 2016 prior to expanding the pilot to all five of his Toronto eateries earlier this season.


Bekerman is just one of a steadily increasing number of retailers who believe that going cashless helps clients as it speeds up support and frees up employees to concentrate on less mundane tasks.


It’s a choice a few in the industry state is very likely to become more commonplace as tap-and-pay cards and electronic wallets increasingly replace coins and notes, saving retailers and clients valuable time by not having to fumble with money at the queue when purchasing goods like women’s shoes.


It’s something co-founder of DavidsTea, David Segal is banking on, after recently opening the doors to his Mad Radish restaurant venture where he has no-cash coverage in place at both Ottawa places.


“I just feel like the benefits are enormous and so why not try it?” says Segal, who anticipates faster service and greater client experience. He says it is too soon in his new effort to understand precisely how much expediency will be gained, but he considers tap-and-pay approaches will always be more efficient than money exchanges.


For the business owner, Bekerman feels the change to cashless transactions has freed up the time of his restaurant managers from performing primitive tasks like counting cash during the day to more productive undertakings like improving training for team members and overall team management. “The highest paid folks in the restaurants can actually spend that time doing things that we thought were a lot more meaningful,” he says.


For both Mad Radish and iQ Food, the reception for their cashless payment systems has been mostly positive thus far.


The stereotype might be that older generations are technology laggards, and don’t understand web page content let alone tap and pay and online banking, but Segal says the tween market — where children might just receive spending money from parents compared not in their own bank account — presents the only challenge. But Mad Radish is now working on a solution, such as a reloadable gift card.


Bekerman says he’s just heard of a few cases of customer grumblings when his company first made the change to electronic payments. The complainants included an executive assistant whose supervisor handed over money to cover lunch and a couple of folks who solely used cash or Bitcoin because of privacy concerns that their personal digital content will be released to hackers.


Consumers, in part, may be driving the trend toward digital-only payments. “Cash is significantly down as a preferred payment device,” says Angela Brown, CEO of Moneris Solutions.


In the recently passed quarter of 2017, a whopping 39.5 percent of payment transactions used tap-and-pay techniques to pay for goods and services, based on information from the debit and credit payment processor. That is up from 30.86 percent the year before. Moneris predicts that figure will jump to 50 percent by the end of the year. This data isn’t just based on larger purchases like women’s boots, but smaller purchases too like coffees and snacks.


The escalation comes as electronic wallets gain a foothold in Canadians’ smart phones. Google’s Android Pay started in the nation at the end of May, while Apple Pay has been available now for at least a year. The increasing availability of these kinds of approaches will significantly increase non-cash obligations in the long term, Brown says.


Last year, the business predicted cash purchases will account for only one-tenth of all money spent in Canada by 2030, and she says that the company remains confident that will be the case as both customers and companies start to prefer the ease of digital payments. The Expansion in tap-and-pay cards and electronic wallets “is absolutely cannibalizing cash transactions.”

A Budget For Marketing Automation Software

Marketing budgets are rising in organisations across the UK, but with greater spending power comes heightened expectations and a closer eye on ROI. Deciding exactly what budget is required for marketing automation applications is therefore far from simple. There is the first ‘price tag’ to think about, of course, but the true ‘cost’ of marketing automation isn’t only the fee for the stage itself. If the tech is clunky, time-consuming or difficult to utilize, by way of instance, it will be turned into a burden instead of a value-adding asset. But when the system is slick, intuitive and supported by a group of local marketing specialists, a return will soon be recouped.

SLAs also offer an investment security net as they provide a warranty concerning the access to the platform and its reporting capabilities. The last thing a marketing team needs is to invest in a platform that’s always offline! In other words, as the age-old proverb goes, if you buy cheap, you frequently buy double. But how much should be spent on marketing automation? Of course what’s affordable for one organisation might appear much too expensive for the following with poor network performance management, so decisions need to be made on a case-by-case foundation.

There are a number of ‘free’ automation solutions available in the market, which perhaps provide some support to microbusinesses that are dipping their feet in the water when it comes to lead nurturing.

These solutions can seem attractive at first glance because there’s no initial charge for their use of their core services or products. However, these ‘freemium’ versions can soon become very costly since the basic operation is often quite limited – after all, these aren’t marketing charities. When advertising teams seek the additional tools they really need, the prices soon escalate as the ‘add ons’ are commonly billed at a premium cost. What was an inexpensive alternative at the beginning can become far from cheap in the long term.

Whilst certainly not ‘free’, you will find some more complex marketing automation platforms available on transparent ‘pay as you go’ pricing arrangements which lay out the menu of prices from day one. First set-up fees are often incurred for these solutions but with prices as low as $600 and competitive prices on email sends, such pricing models enable marketing teams to plan for – and stick to – the budgets they set.

There are also tiered options available, which reflect the depth of operation bought, with added elements able to be bolted on based on whether they are or are not required or whether further software testing is required. This means a company pays only for what they want, and just when the technology is perspiration – not when it is not! Such market variances can make it difficult to compare various quotes on a like-for-like basis. Many companies claim to provide marketing automation by way of instance, but their offering is little more than email distribution.

The overall advice? Explore the market with an open mind, ask questions specific to the action and aims of the brand concerned, and stay focused on these objectives. Fancy bells and whistles might seem attractive but the technology ought to be rated, pound for pound, contrary to the use case. If in any doubt, ask the seller to build a business case which will ensure ROI stays in sharp focus. This way, the investment is made out of total costs and value in mind, not just the initial outlay. Marketing your business, whether off or online, is a time intensive procedure. As your company grows, managing direct capture, nurturing, converting and connection management become too large to manage manually, which is the reason why small business owners turn to marketing automation applications or IT consultant companies to control the load.

Generally speaking, automation brings many benefits to your small business including: rate; lower prices; and time savings. But as the advertising, selling, and relationship management procedures involve so many steps, many of which are replicated for each client, promotion is very suited to automation. And that is where marketing automation applications and other agile and automated software for testing managed services comes in.

Marketing Automation Software

Thankfully, there are many advertising automation software alternatives for small businesses. These solutions can take care of a few, or all types, of automated advertising techniques. In other words, they comprise various automation features such as:

  • Types and landing pages,
  • Automated email campaigns,
  • Trigger emails based on custom or set rules,
  • Constructed eCommerce performance or integration with eCommerce platforms,
  • Lead scoring,
  • Constructed CRM or CRM integration,
  • Smarter segmentation and
  • Website behaviour monitoring.

Note: Not all options provide every feature.

While you may be reluctant to try one because of price or learning curve, you must be aware that many marketing automation software vendors:

  • Charge based On use (number of consumers, features used, etc.) so the price scales, and is manageable, as you grow; and
  • Offer solid Help as you learn how to use their tool such as free training, client Support representatives, thorough documentation and a supportive user community forum.

From that point, you’re ready to start making the most out of marketing automation applications.

What’s on at Melbourne’s Media and Marketing Summit

The event is set to be held in Melbourne CBD on the 2nd of August and is the first Media and Marketing Summit in Victoria, which follows on from the Sydney event in May, with a line up of new topics and world renowned speakers, the focus of the summit is designed to make media and marketing make more sense. The summit will hold speakers of companies such as Universal Music, ANZ Bank, Lenovo and of course, Holden General Motors to name a few of the big brands in attendance. Also at the Melbourne Media and Marketing Summit will be:

Keynote: Redefining Holden

The keynote on redefining Holden will be presented by the director of marketing for the company, Mark Harland. The Australian born automobile brand is on the cusp of a phenomenal shift and Harland will delve into why the brand isn’t going to rely solely on TVCs and conventional marketing approaches, but will innovate to reflect the fact that Holden’s vehicles are more technologically advanced and safer than ever before. He’ll discuss the brand’s moves into ride-sharing technology and ways it is seeking to revolutionise the car buying experience and become business leaders in the motor industry.

Finding success in collapse

It takes a courageous marketer to acknowledge failure. But, those failures — whether it be likely failures, creative failures, or effort failures — will result in incredible learning experiences. We hear from some of those men and women who haven’t reached all their goals, and receive some business coaching in the form of a special insight into how failure changed their tactics and strategies forever.

Mark Ritson’s Nine Circles of Digital Hell

Described by an attendee in the Sydney Media and Marketing Summit as one of the best presentations they have ever seen, Professor Mark Ritson provides a finely tuned adventure through the electronic inferno.

 Brand Building in a Digital World

Has new brand building efforts been sacrificed in the name of electronic tactics? Are entrepreneurs overly worried about push messaging, rather than pulling from the hearts and minds of consumers? How is a brand cultivated and grown in a digital environment; what would be the best examples, and what could be learned from them?

 The New Face of Agencies

Whose game is it anyway? When a creative service can become a media service, a media service is a digital store, and manufacturer becomes a publisher nothing is black and white. With these blurred lines, it is tough to recall that the important thing is the outcome. How are agencies and customers reshaping what they do to provide superior outcomes and relationships – and what is working? A small business coaching program will be run to assess how we can raise revenue while maintaining and developing relationships with consumers.

Health and Wellbeing Session

The health and wellbeing presentation will be presented by Tonic Media. Most of us know that people are crucial to business success and excellent marketing, but it is getting ever more difficult to balance life in the fast-paced media world. In this well-being ‘psych-up’ session Matthew Johnstone, ambassador of Tonic Health Media, he will teach you stress management techniques for working in a busy media environment and help you and your teams build strength, find balance and develop mindfulness.


The Melbourne Media and Marketing Summit will run on the 2nd of August in the Australian Centre for the Moving Image, at the heart of Federation Square. You can purchase tickets now.

Creating A Marketing Plan

Whether you run an e-commerce store, have recently launched an online startup or you run a local service business that targets people who use the web to search for your services, you need an online marketing plan that sets out your activities.

First, you need to carry out an audit and analysis of your business and the marketing environment. That means you need to research your target markets and identify segments that are interested in your products or services and assess if you have the resources.

Your audit will also include analyzing your competitive forces to see how well resourced they are and if you can take them head on or use a flanking or guerrilla marketing strategy. Finally, you will look at the macro forces like technology, politics and social factors that are outside your control and that could impact your business.

So, here are 6 tips to help you create your marketing plan:

1. Create Marketing Objectives

From your audit, you will discover what is most important to your business and that will form the basis of your objectives. Your objectives are unique to your business and are statements of what you want to achieve.

They are short-term goals usually covering a period of 6-12 months and they should be specific, measurable, achievable, relevant and time-related (SMART). An example of a SMART Objective is:

“Increase organic traffic by 20% with Millennials by 31 December 2015”

Now that you’ve created your objectives, you will move on to the next stages of your online marketing plan and focus only on activities that help you achieve your objectives.

2. Know Your Customers

Your audit will help you identify potential segments that you can target with your products or services. Very few businesses have the financial and people resources to target all segments in the market, so you should pick the segments that you have identified as having the most potential.

A potential market is one that has the money to afford your products and is large enough for you to make sales to cover your operational costs and also make profits. So, to maximise your revenue or sales, you could opt for a multi-segment strategy that you target multiple groups with your products or services.

There are many online tools you can use to identify your target demographics and where they are based and some of these you can find in Google AdWords, such as the keyword and display planner tools. Also, you can use survey tools like Survey Monkey to understand the needs of your target markets.

3. Monitor Your Competitors

Having identified your competitors from the audit, now you need to pick three or four that you will monitor and benchmark against your business metrics. This is where your KPIs (Key Performance Indicators) become more relevant because you are comparing your progress against business rivals.

The web provides many tools to monitor competitors and one of the popular ones is Alexa. Another one is Compete and these tools and others provide you with details about your competitors’ visitor demographic and geographic data and how they are performing on metrics such as traffic volumes, time on site and popular keywords. Mobile data capture is another tool you can use to track what your clients are searching for.

For social media, a tool like Social Bakers is handy to assess and monitor your competitors’ performance in the social sphere, which is now more important than ever.

4. Decide On Your Promotional Strategy

The strategy section of your marketing plan is an in-depth section on how you reach your target markets with your offers. It covers your positioning in the market and marketing mix tactics like a product, price, place, promotion, people, process and physical evidence.

With promotion, for example, you will identify all the online channels and tools that are relevant in your industry and some popular ones include PPC advertising, SEO, affiliate marketing, blogging, email marketing, social media and so on.

The tactics you choose as part of your strategy will depend on what financial and people resources you have and this will feed into your budget.

5. Create An Effective Budget

Your marketing budget should be large enough to allow you to implement your strategy. If it’s not, then you should prioritize your tactics and activities and focus first on those that will help you achieve your objectives, while meeting customers’ needs.

Budget setting is a specialized skill and you should get assistance from a financial expert if you struggle to develop this part of your marketing plan.

6. Control Your Activities

Finally, your marketing plan should include details of how you monitor your progress towards achieving your mission and goals and what you will do if things go wrong. This is an interesting part of the plan because it lists all the activities and who will be assigned to what activity and what the cost will be.

Remember to get senior-level buy-in and ensure that everyone in your team understands what their roles and duties are. So, you should have a timeline or a reporting dashboard that lists all these activities and continue to change it as things progress.