Wordflirt Digital Marketing Solutions

10 Reverse Mortgage Marketing Mistakes and How to Fix Them

Tue, 21 Apr 2026 00:47:57 GMT

Missed Opportunities to Build Relationships

Closely tied to that is the lack of online reviews (Mistake #7) . Today’s consumers rely heavily on what others say about you, and without reviews, you’re missing a powerful trust signal. We recommend using Google for this, but there are other places to get reviews, such as Facebook, and Trust Pilot.

Bonus: Consistently getting reviews from clients and colleagues will put you higher on the search results in the map section.

Fix it:

Ask for reviews consistently (not occasionally)
Build it into your process after a positive experience
Keep it natural—most happy clients are willing to write one for you
Share your reviews in newsletters and on social media
Set up an easy way to request reviews from your clients and network
Put your reviews on your website, plus a link for people to leave a review for you

Another area that’s often underutilized is LinkedIn—not just as a profile, but as a relationship-building tool.

Not using LinkedIn to connect with referral partners is a missed opportunity (Mistake #8) . These relationships don’t happen overnight, but they become incredibly valuable over time.

Fix it:

Connect with financial advisors, Realtors, and attorneys
Engage with their content regularly
Stay visible without pitching
When the time feels right, ask to have a “get-to-know-you” meeting
Suggest co-hosting a seminar or webinar featuring both parties’ expertise
As you connect with potential referral partners, get their email addresses from their contact section and add them to your email list so you can take the conversation off of LinkedIn.

At the same time, many professionals avoid educational webinars (or in-person seminars) because they feel like too much work (Mistake #9) . But in a space like reverse mortgages, education builds trust faster than anything else.

Fix it:

Host a simple webinar once a month or once a quarter
Focus on FAQs, myths vs. facts, or real-life scenarios
Keep it educational, not sales-driven
Record your webinars and put them on your social media AND your website.
If you do in-person seminars, have a sign up sheet for your guests' contact information (hint: add them to your email list!)
Bonus: have additional specialty webinars for financial advisors and Realtors!
Bonus 2: Ask your referral partners if they want to co-host one with you!

The Missing Piece: Nurture

Finally, there’s one mistake that impacts everything else: not having a system to stay in touch with past clients and referral partners (Mistake #10) .

Relationships don’t disappear because people lose interest—they fade because there’s no consistent touchpoint.

Fix it:

Stay in touch with monthly emails
Connect on social media and ask them to follow your professional pages
Remember their birthdays and/or anniversaries
Share helpful, relevant content
Check in occasionally without an agenda
Engage with their social media and comment, like and share their content as appropriate

The Aerial View (Bigger Picture)

When you take a high level view of all of this together, the issue usually isn’t effort—it’s how everything is connected and working together. Or not.

For example: the website isn’t supporting the follow-up. The contacts aren’t being nurtured. The visibility isn’t consistent. And because of that, nothing builds momentum.

But when these pieces start working together—even in a simple way—everything becomes more effective.

I like to think that you don't have a marketing problem - you have a visibility and systems problem.

May I be frank? I talk to loan officers every week who HATE marketing and just want to focus on helping seniors. I get it! My own marketing suffers because I just want to help my clients help more seniors!

What I see is little to no marketing. They’re getting referrals, maybe posting occasionally, maybe they have a company webpage. But none of it is working together, and more importantly, none of it is consistent.

Meanwhile, today’s borrower is doing something very different than they were even a few years ago. They’re researching quietly. They’re Googling your name, comparing options, reading, and deciding if they trust you—long before they ever reach out.

If you’re not showing up during that process, you’re missing opportunities you’ll never even know existed.

The good news is that most of what’s missing is fixable. And once you see it, it becomes much easier to correct. (Not sure how well you're marketing? Take our quiz to find out!)

Where Things Start to

Break Down

It usually begins with your online foundation.

One of the most common issues I see is not having a true website—or relying on one that doesn’t actually help you (Mistake #1) . A generic company page may check a box, but it doesn’t guide someone through understanding reverse mortgages or build real confidence. A good website should feel like a continuation of a conversation—answering questions, removing doubt, and making the next step obvious.

Plus, the benefits of having your own website is retaining control of the content. You don't control what your company does with your webpage and you can't take it with you if you leave. It is an important business asset that you can't ignore if you want to grow your business and help more seniors.

Fix it:

Create a simple, clean website that explains reverse mortgages in plain English
Answer common questions and concerns directly
Make it easy for someone to contact you or take the next step
Ensure your site is mobile-friendly, as many seniors use tablets and smartphones.
Include a clear contact form and educational resources.
Use high-quality, relatable imagery of seniors living active lives.
Highlight your specific local expertise.

Right behind that is not building an email list (Mistake #2) . If someone visits your site but isn’t ready yet, you have no way to stay connected—and in this business, timing matters more than anything. An email list is another important asset for your business growth.

Fix it:

Offer something helpful (guide, checklist, case study, or webinar) in exchange for an email
Give people a reason to stay connected beyond the first visit
Add your new connections, leads and borrowers to your list to keep it growing

Even more common is having a list… and not using it (Mistake #3) . I hear this all the time—“I have a database”—but nothing is being sent. Over time, that silence creates distance. Seniors may forget your name, even if you already did a loan for them. It's important to stay in touch and stay in front of them.

Fix it:

Send one simple email per month
Keep it educational, relatable, and easy to read
Focus on staying visible—not being perfect
If you want to go deeper, you can do a more detailed newsletter with content they would enjoy, such as gardening tips, recipes and more social content. Throw in some reverse mortgage content too but keep it balanced. Learn about our newsletter service and the kinds of content we put in the monthly newsletters.

The Over-Reliance on Referrals

Referrals are valuable—but relying on them as your only source of business is one of the most limiting strategies you can have (Mistake #4) .

When your pipeline depends entirely on other people, your consistency disappears. The moment referrals slow down, your business tends to follow.

Fix it:

Treat referrals as one part of your strategy—not the whole thing
Build direct visibility so people can find and learn from you
Create consistent touchpoints outside of referral sources

The Visibility Problem

This is where several smaller gaps begin to add up.

Many loan officers either have no social media presence—or one that hasn’t been touched in years (Mistake #5) . While it may not feel critical, people do notice. An inactive page often creates more doubt than no page at all.

Seniors are most likely to be on Facebook to stay in touch and up to date with their kids and grandkids. If you haven't posted since 2018, they will NEVER see you!

Fix it:

Post 1–2 times per week, minimum
Share simple tips, FAQs, or short videos
Focus on explaining, not selling
Engage with other people’s content by liking, commenting and sharing.
Post on your business page and share the post on your personal profile for additional visibility

Another commonly overlooked piece is the absence of a Google Business Profile (Mistake #6) . When someone searches your name, this is often one of the first things they’ll see—or not see.

A Google Business Profile not only puts you (literally) on the map, but it is also a place to gather social proof in the form of reviews.

Fix it:

Set up your Google Business Profile
Keep it updated with photos and basic info
Treat it as part of your credibility—not an afterthought

How to Approach These Fixes

If you’re reading this and thinking, “I understand all of this… but I also know I’m not going to build it piece by piece,” you’re not alone.

Most loan officers I work with don’t need more ideas. They need a way to actually implement what works without turning marketing into a second full-time job.

That’s exactly why I created the Smart Marketing System —to bring all of these pieces together in a way that’s simple, consistent, and designed specifically for reverse mortgage professionals.

It gives you a professional online presence, a way to stay in touch with your audience, and a system that works in the background—so you can focus on the part of your business you actually enjoy.

If you’d like to see what that could look like for you, I’m always happy to walk you through it.

Not Sure How Your Marketing Stacks Up? Take the Quiz!

Reverse Mortgage Marketing Quiz

Are You Using Your Website to its Full Potential?

Thu, 26 Mar 2026 18:06:32 GMT

Hint: It's More Than Just a

Digital Brochure

There’s a low key marketing mistake I see all the time—especially with mortgage and reverse mortgage professionals.

You have a website… but it’s sitting there. Static. Untouched. Maybe it was built a few years ago, maybe it looks decent, maybe it even has your contact information and a short bio.

But it’s not working for you .

And that’s the problem.

Your website shouldn’t just exist—it should be the most important asset in your entire marketing strategy.

In fact, your website should function exactly like the center of the wheel in the visual below —the nucleus that everything else connects to.

If it’s not doing that, you’re leaving opportunities (and leads) on the table every single day.

The Hidden Cost of an

Inactive Website

Search engines like Google are constantly scanning the internet looking for signals:
Is this site active? Is it helpful? Is it current?

If your website hasn’t been updated or active in months—or years—it quietly starts to lose credibility.

Here’s what happens:

Your rankings drop over time
Your visibility decreases in local search
Competitors who are actively publishing content move ahead of you
Your site becomes less relevant in the eyes of search engines

It’s not that your website is “bad.” It’s just… invisible.

And when someone searches for a loan officer, information about reverse mortgages, or even your name—your site should be one of the strongest results.

If it’s not, that’s a signal your marketing ecosystem isn’t connected.

Your Website Should Be the Hub,

Not the Brochure

Most loan officers treat their website like a digital business card.

A better way to think about it is this:

Your website is your marketing headquarters .

Everything you do—every post, email, message, and webinar—should point back to it.

Let’s break that down.

1. Blogging: Fuel for Visibility

Every blog post you create gives Google something new to index.

That means:

More opportunities to show up in search
More ways to answer real questions your clients are asking
More content to share across platforms

And here’s the key: your blog doesn’t just live on your website.

It becomes:

Social media posts
Newsletter content
Talking points for videos
Educational resources for clients

Without blogging, your website stays quiet. With it, your site becomes active and discoverable.

2. Social Media: Distribution, Not Destination

A common mistake is treating social media as the main platform. It’s not.

You don’t own your followers. You don’t control the algorithm. And your posts disappear quickly.

Instead, social media should act as a distribution channel . Its job is simple:

Drive people back to your website.

For example:

Share a short tip → link to a full blog post on your website
Post a video → direct viewers to your landing page
Share a story → point them to a resource on your site
Share a testimonial → link to your testimonials on your website

Your website is where the deeper engagement happens.

3. Email Marketing: Relationship Building

Email is one of the most powerful tools you have—but only if it connects back to your website.

Your newsletters should:

Link to your latest blog posts
Highlight resources on your site
Guide readers to landing pages or next steps

This creates a loop:

Website → Email → Website

The more people return to your site, the stronger your digital presence becomes.

4. LinkedIn Outreach: Authority and Connection

LinkedIn is especially powerful for loan officers.

But again, it shouldn’t be a standalone strategy.

When you:

Connect with financial advisors
Engage in conversations
Share insights

You should always have somewhere to send people next. That “next step” is your website.

Your site becomes your proof:

Your content
Your expertise
Your professionalism
Your trustability and likeability

Without that, conversations don’t convert.

5. Webinars: Education That Converts

Educational webinars are one of the best ways to build trust.

But where do people register?

Where do they learn more?

Where do they go after the webinar?

Your website.

A strong landing page tied to your website allows you to:

Capture leads
Provide additional resources
Continue the conversation

This is where your marketing starts to feel cohesive instead of scattered.

The After-Hours Opportunity Most People Miss

Here’s something that often gets overlooked:

A large percentage of your potential clients are researching at night.

They’re:

Googling questions
Comparing options
Trying to understand what a reverse mortgage really is
Looking for someone to trust

If they land on your website and there’s:

No fresh content
No guidance
No way to interact

They leave. And they don’t come back .

This is where a “smart” website (with things like AI chat or voice chat ) becomes incredibly powerful. Your site can engage visitors even when you’re not working.

That’s not just convenient—it’s a competitive advantage.

What a High-Performing Website Actually Does

When your website is being used correctly, it becomes:

A lead generator (not just an information page)
A content library that builds authority over time
A conversion tool that guides visitors toward action
A central hub that connects all your marketing efforts

It works for you 24/7.

A Simple Shift That

Changes Everything

Instead of asking:

“Do I have a website?”

Start asking:

“Is my website working as the center of everything I do?”

Because when it is, everything else becomes easier:

Your content has a home
Your marketing has direction
Your messaging becomes consistent
Your efforts start to compound
Your clients trust you

You don’t need to be everywhere. You just need to be strategic.

When your website becomes the nucleus of your marketing—like the hub in the diagram above —everything starts to connect:

Social media
Blogging
Email
LinkedIn
Webinars

They stop feeling like separate tasks and start working together as a system.

And that’s where real growth happens.

If you’re being honest…

Is your website just sitting there… or is it actually working for you?

*********

If you don't have a website or wish to improve your current site, reach out to set up a time with Claudia . Wordflirt® provides custom landing pages, full websites, and AI integration for the reverse mortgage industry at an affordable price. Click below to learn more.

How to Use AI to Get More Leads from Your Website

Thu, 26 Mar 2026 17:23:31 GMT

AI Security and Compliance for Mortgage Pros

In the financial services sector, security and compliance are non-negotiable. When implementing AI, it is essential to ensure that the platforms you use are secure and respect consumer privacy laws such as the CCPA or GDPR (depending on your location). Modern AI agents can be configured to avoid collecting highly sensitive information (like Social Security numbers) until a secure, encrypted stage of the process, or they can redirect users to a secure portal for that portion of the application.

Furthermore, because the AI is trained on your specific knowledge base, you can control the legal disclaimers it provides. You can mandate that the bot includes necessary regulatory language in its responses, ensuring that every digital interaction remains within the bounds of mortgage advertising laws. This level of control is far superior to hiring a generic third-party call center where you have less oversight of the exact wording used with your prospects.

Of course every lender has their own set of compliance rules, so it's best if you ask what is needed to ensure your agent is compliant.

How to Start Implementing AI on Your Website Today

Implementing AI does not have to be a daunting technical challenge. The process typically follows three simple phases:

Define the Scope: Decide if you want a text-based chatbot, a voice agent, or both. Identify the top 20 questions you spend the most time answering manually.
Build the Knowledge Base: Gather your marketing materials and FAQ documents. If you need help organizing this, our Consulting services can guide you through the content audit.
Deploy and Monitor: Add the AI widget to your site and monitor the initial conversations. Refine the responses as you see how your actual visitors interact with the system.

At Wordflirt® we have the most advanced conversation and voice chatbot technology available and can implement it on your site for you. If you would like to see a demo of it in action, visit www.reversemortgagewebsite.com. There you can ask the agent reverse mortgage questions. We have trained the knowledge base with reverse mortgage FAQs, and Myths and Facts. You can take it for a test drive! And if you don't have a website, you can see our sample reverse mortgage landing page. It's a great way to get started if your digital presence is not present!

By taking these steps, you position your business as a forward-thinking leader in the reverse mortgage industry. You are not just using technology for the sake of it; you are using it to provide a better, more responsive experience for your clients while freeing up your time to focus on closing deals.

Summary of AI

Lead Generation Benefits

Integrating AI into your website is the most effective way to modernize your lead generation and ensure no prospect is left unanswered. By utilizing intelligent chatbots and voice agents, you provide the 'always-on' service that 2026 consumers demand. Training these agents with your own knowledge base ensures accuracy and brand consistency, while voice-based receptionists handle the heavy lifting of appointment scheduling.

AI provides 24/7 lead capture and qualification.
Conversation and Voice AI agents can act as receptionists to book appointments directly into your calendar.
Knowledge bases ensure your AI stays compliant and accurate to your specific business.
Seniors benefit from the low-pressure, informative nature of AI interactions.

Ready to transform your digital presence? Contact Us today to discuss how we can implement a custom AI solution for your mortgage business.

The Power of the Custom Knowledge Base

A common concern among professionals is that an AI might 'hallucinate' or give incorrect advice. This is where the concept of a 'Knowledge Base' becomes critical. You do not simply turn on a generic AI and hope for the best. Instead, you train the agent using your specific business data. This process involves uploading your existing PDFs, brochures, past blog posts, and internal FAQs to a secure environment that the AI uses as its primary source of truth .

By grounding the AI in a custom knowledge base, you ensure that it speaks with your voice and follows your specific guidelines. For example, if you have a unique way of explaining the non-recourse feature of a HECM, you can train the AI to use that specific language. The AI acts as an expert on your business specifically, not just the mortgage industry at large. This creates a seamless transition when the lead eventually speaks with you, as the information they received from the bot aligns perfectly with your professional advice. This is a core component of high-end Reverse Mortgage Marketing.

What are the Benefits for Reverse Mortgage Professionals?

For those serving the 62+ demographic, AI offers specific advantages that go beyond general lead generation. This audience often has a high volume of questions and may require more time to feel comfortable before providing sensitive financial information. AI provides a low-pressure environment where they can explore their options at their own pace.

Patience and Repeatability: An AI never gets tired of explaining how a line of credit grows or how property taxes are handled in a reverse mortgage setup.
Accessibility: AI can provide large-text responses or voice-to-text options that make it easier for seniors with various accessibility needs to engage with your site.
Trust Building through Transparency: By providing instant, accurate answers to difficult questions, you demonstrate a level of transparency that is vital for building trust with senior homeowners and their families.
Reduced Overhead: You can scale your lead generation efforts without the immediate need to hire more administrative staff to manage inquiries.
Data-Driven Insights: You can review the chat logs to see exactly what concerns your prospects have, allowing you to refine your Web Design or content strategy to address those needs.

How can AI Agents Help Generate More Leads?

AI agents act as a persistent bridge between a visitor's curiosity and your sales pipeline. They generate leads through several key mechanisms:

Instant Response and Engagement: AI eliminates the 'dead air' when a visitor lands on your site, offering immediate assistance before they bounce to another search result.
Interactive Qualification: Instead of a long form, the agent can ask 3-4 friendly questions to determine if the visitor meets basic age and equity requirements for a reverse mortgage.
Educational Support: By answering technical questions about how a reverse mortgage works, the AI builds trust, making the visitor more likely to share their contact info.
Multi-Channel Consistency: Whether the user is on a mobile device or a desktop, the AI provides a consistent, high-quality interaction that reflects your brand's expertise.
Lead Enrichment: AI can cross-reference user input with available data to provide you with a more detailed profile of the prospect before you even pick up the phone.
Book Meetings: The AI agent can lead the user to a booked meeting, which it can do utilizing your calendar.

When integrated with your Marketing Services, these agents ensure that the traffic you drive to your site through SEO, email marketing or social media is actually being captured and nurtured. This creates a much higher ROI for your digital marketing spend.

Why use AI Voice Agents as a Virtual Receptionist?

One of the most exciting advancements for the mortgage industry is the rise of AI voice agents. These are not the frustrating automated menus of the past. Modern voice AI can handle inbound phone calls with incredible naturalism, acting as a 24/7 receptionist for your business. For reverse mortgage professionals who are often in meetings or out in the field, a voice agent ensures that every call is answered.

These agents can be trained to recognize the specific tone required for the senior demographic—patient, clear, and professional. They can answer common questions about your services and, most importantly, integrate directly with your calendar. If a caller is ready to move forward, the voice AI can say, 'I see that our specialist has an opening tomorrow at 2:00 PM. Would you like me to book that for you?' Once confirmed, the appointment appears in your calendar, and the lead is saved in your CRM. This level of automation means your business continues to grow even when you are off the clock.

AI Agents for Reverse Mortgage Professionals

AI agents help you get more leads by providing instant, 24/7 engagement with website visitors, answering complex questions, and capturing contact information immediately. These tools leverage natural language processing to qualify prospects in real-time, ensuring that high-value inquiries are never missed or delayed by human scheduling constraints.

What are AI agents and chatbots?

To understand how to revolutionize your lead generation, we must first distinguish between traditional chatbots and modern AI agents. A traditional chatbot is often a rule-based system. It follows a rigid tree of 'if/then' logic. If a visitor clicks Button A, the bot shows Answer B. While helpful for simple navigation, these systems often frustrate users when they have specific, nuanced questions about reverse mortgages or eligibility requirements.

In contrast, an AI agent is powered by Large Language Models (LLMs) and generative artificial intelligence. These agents do not just follow a script; they understand context, intent, and sentiment. They can engage in a natural, human-like conversation that feels personal rather than robotic.

For a professional in the reverse mortgage space, this means the bot can explain the difference between a HECM and a proprietary jumbo reverse mortgage with the same nuance you would provide during an initial consultation. They can be conversation agents (text based) or voice agents (an actual voice answering the phone for you).

These agents are designed to act on your behalf, performing tasks such as qualifying a lead based on equity and age, or even searching your internal documents to provide a precise answer about state-specific regulations.

The Evolution of Website

Lead Generation

For years, the standard for website lead generation was the static 'Contact Us' form. You hoped that a visitor would be motivated enough to type out their information and wait 24 to 48 hours for a callback. In 2026, that model is no longer sufficient. Consumer expectations have shifted toward 'now.'

If a potential client is researching home equity options at 10:00 PM on a Sunday, they want answers immediately. If they have to wait until Monday morning for a response, they may have already moved on to a competitor's site that offered more instant engagement.

AI has transformed the website from a digital brochure into an active sales assistant. Instead of a passive experience, your website becomes an interactive environment where the visitor's journey is guided by an intelligent presence. This evolution moves us away from 'lead capture' and toward 'lead conversion.'

By engaging a prospect while their interest is at its peak , you significantly reduce the friction inherent in the mortgage application process.

Is AI Compliant for

Reverse Mortgage Websites?

Understanding the Difference Between Domain Registrar, Hosting and Email Hosting

Mon, 09 Mar 2026 18:02:19 GMT

Domain Registrar vs. Website Hosting vs. Email Hosting:

Why This Confuses So Many Business Owners

When it's time to take a new website live, I need to access the domain registrar to point the new website to the domain. I typically ask for their domain registrar login information and oftentimes my clients don't know what that is. They might say:

“What is a domain registrar?"

That question often leads to a much bigger discussion, because many business owners understandably mix up three different things:

Domain registration
Website hosting
Email hosting

They sound similar, and many companies sell all three services, which makes it even harder to understand what does what.

If you’ve ever felt confused about where your domain lives, who hosts your website, or who manages your email, you are not alone. Let’s break it down in a practical way.

First: Your Domain Name

Your domain name is your web address. For example:

yourbusiness.com
wordflirt.com
yourcompany.org

This is the name people type into a browser to find you online.

A domain registrar is the company where you purchase and manage that name. Some common examples include GoDaddy, Namecheap, and Google Domains. Their job is simply to reserve that name on the internet and make sure it belongs to you.

Think of this as registering the name of your business. You pay a yearly fee to keep that name active. As long as you continue renewing it, the domain remains yours.

However, the domain registrar does not actually store or publish your website unless you have it set up that way. That’s where hosting comes in.

Second: Website Hosting

Your website host is the service that stores all the files that make up your website. This includes things like:

Images
Text
Page layouts
Code
Forms

When someone visits your website, their browser loads these files from the web host.

Platforms like Wordpress, Wix, Bluehost, and others provide website hosting. Their servers hold the content that visitors see when they open your site.

If you have a website that I designed , I host it on my platform so I can manage it accordingly.

In other words, your domain name is simply the address that points people to where your website lives (hosted).

If your domain registrar is the place where you registered the name, your web host is the place where the actual website exists.

Third: Email Hosting

Now we add a third piece to the puzzle: email. If you use an address like:

info@yourbusiness.com
support@yourcompany.com

then you are using custom domain-branded email hosting .

Email hosting providers manage the servers that send, receive, and store your messages. Popular services include Google Workspace and Microsoft 365.

These systems handle your inbox, calendars, spam filtering, and storage.

Your domain name is simply used as part of the email address. But the emails themselves are stored and processed by the email host.

This is why you can have:

A domain registered at GoDaddy
A website hosted on the Wordflirt® platform
Email hosted by Google Workspace

All three can work together perfectly.

How All Three Work Together

Once you understand the roles of each piece, it becomes easier to see how everything connects.

Here’s the simplified process:

You purchase your domain name from a domain registrar.
You connect that domain to your website host so people can visit your site. (I do that for you when I design your website)
You connect your domain to your email host so email addresses using that domain will work.

Behind the scenes, this connection happens through something called DNS settings .

DNS records tell the internet where different parts of your domain should go.

For example:

An A Record points visitors to your website host.
An MX Record routes email to your email provider.
Other records verify services and help with security and deliverability.

The important takeaway is that the domain registrar acts as the control center where these connections are managed.

A Simple Way to Think About It

When I explain this to clients, I often use a building analogy.

Imagine your business operating in a physical location.

The domain registrar is the company where you registered your business name.
The website host is the building where your business operates.
The email host is the mailroom that receives and manages your letters.

Each part has a different role, but they all work together to make the system function.

Why This Matters

You might be wondering why this distinction is important. The main reason is troubleshooting. When something goes wrong online, the solution depends on knowing which service controls which part of the system.

For example:

If your website goes down, the issue is usually with your web host . It may be technical on their side or you may have accidentally let your domain expire.

If emails stop arriving, the issue is often with your email host or your MX records .

If your domain expires, everything stops working because the registrar controls the ownership of the name itself.

Understanding these differences saves time, prevents confusion, and helps you know exactly who to contact when you need suppo rt.

The Botto m Line

Your domain registrar, website host, and email host each serve a different purpose.

Your domain is the address.
Your website host stores your website.
Your email host manages your email.

They work together through DNS settings to create a complete online presence.

Once you understand the roles of each piece, the whole system becomes much easier to manage. And the next time someone asks you where your website lives, you’ll know exactly how to answer! Or call me and I can help you figure it out.

If you're looking for a new or refreshed website presence, let's chat. I have a variety of options for every budget. Check out my portfolio here.

Mastering Reverse Mortgage Newsletters: A Complete Guide

Wed, 26 Nov 2025 12:00:22 GMT

In today’s ever-evolving world of personal finance, understanding complex products like reverse mortgages can be challenging for many homeowners. Reverse mortgages, specifically designed to help senior homeowners access the equity in their homes, are increasingly becoming a popular financial tool. Yet, many still feel uncertain about them. One effective way to bridge the knowledge gap is through informative and engaging newsletters.

A reverse mortgage newsletter serves as a vital resource for educating clients, nurturing relationships, and fostering trust. By providing accurate information, answering frequently asked questions, and sharing success stories, reverse mortgage newsletters play an essential role in helping seniors and their families make informed decisions about their financial futures.

Why Reverse Mortgage Newsletters Matter for Your Clients

At the heart of a successful reverse mortgage strategy lies clear communication. For seniors considering this financial option, the decision is often complex and emotionally charged. Reverse mortgage newsletters become invaluable by delivering important updates and insights directly to their inbox. These newsletters can provide a sense of confidence, knowing that they have a trusted resource to turn to for the latest news and updates regarding reverse mortgages.

More than just an information delivery tool, newsletters also act as a bridge between financial institutions and clients. Regular newsletters ensure that clients stay engaged with the company, building long-term relationships and enhancing client retention. When these newsletters are designed with care and attention to detail, they inspire trust and transparency, which is essential in a financial decision-making process.

Key Elements to Include in Reverse Mortgage Newsletters

Creating a reverse mortgage newsletter requires more than just sending out monthly updates. It involves crafting content that resonates with your audience, addresses their concerns, and encourages them to take action. Below are some key elements that should be included in your newsletters:

Educational Content and Updates

Seniors need a clear understanding of how reverse mortgages work, including eligibility criteria, interest rates, and the long-term implications for their heirs. Providing educational articles, how-to guides, and expert opinions can demystify the product. Regular updates on any changes in regulations or industry news are also valuable additions.

Client Testimonials and Success Stories

One of the most effective ways to humanize your reverse mortgage newsletter is by including real-life stories from clients who have benefitted from the program. These success stories create an emotional connection with readers and help to build trust. For example, highlighting how a reverse mortgage enabled a senior to travel or afford medical care can showcase the product’s potential in a way that resonates deeply with your audience.

FAQs and Expert Advice

A dedicated section answering frequently asked questions (FAQs) can help alleviate concerns and clarify common misunderstandings. Include tips from industry experts to further establish your newsletter as a trusted source of valuable information.

Designing Your Reverse Mortgage Newsletter for Success

The design of your reverse mortgage newsletter is as crucial as the content itself. A well-structured, visually appealing newsletter is more likely to engage your audience and encourage them to read through to the end. Here are some design tips to consider:

Clean, Simple Layout

A cluttered or overly complex design can overwhelm readers, especially seniors who may not be tech-savvy. Choose a simple, clean layout with plenty of white space to make reading easy on the eyes. Use bullet points, short paragraphs, and clear subheadings to improve readability.

Responsive Design for Mobile Devices

Given the increasing use of smartphones and tablets, it is essential to design newsletters that are optimized for mobile devices. A responsive design ensures that your newsletter looks great on any screen size, whether it’s a desktop computer or a smartphone.

Personalization

Personalization goes a long way in making your audience feel valued. Addressing the reader by name and tailoring content to their interests or location can create a more personalized experience, which helps build stronger relationships.

Crafting Engaging and Informative Content

Engaging content is essential for any successful newsletter, as it helps maintain the interest of your audience. A key element in achieving this is crafting compelling subject lines, which are the first thing readers see and greatly influence whether they open the newsletter. Keeping them concise, intriguing, and reflective of the value inside—like "How Reverse Mortgages Can Help Fund Your Dream Retirement"—sparks curiosity and communicates the benefit clearly.

It’s also important to keep the content simple. While providing valuable information, avoid overwhelming readers with too much text. Breaking down complex concepts into digestible pieces and using short sentences without jargon makes the content easy to understand.

Additionally, incorporating interactive features like polls or surveys can significantly boost engagement, allowing readers to share their personal experiences. For instance, asking “What would you use a reverse mortgage for?” encourages interaction and provides valuable feedback that can further enhance the newsletter.

Building a Loyal Subscriber Base

Growing and maintaining a strong subscriber base is one of the biggest challenges for any newsletter. To address this, offering incentives like free consultations, eBooks, or educational resources can entice new subscribers by showing them the value of signing up. Additionally, using lead magnets, such as free guides on reverse mortgages, is an effective strategy to encourage visitors to share their email addresses.

Once they’re on your list, you can nurture them with valuable content that keeps them engaged. Moreover, segmenting your audience is crucial, as not all subscribers will be at the same stage in their reverse mortgage journey. By understanding where they are—whether they are just researching or ready to apply—you can send them targeted content that meets their specific needs and keeps them engaged over time.

Maximizing Open Rates and Engagement

Even the best-crafted newsletter won’t be effective if it doesn’t get opened. To boost your open rates and engagement, it's crucial to optimize the sending times. Experiment with different days and times to determine when your audience is most likely to engage. However, be mindful not to send newsletters too frequently, as this can lead to unsubscribes.

Additionally, tracking key metrics such as open rates, click-through rates, and other engagement indicators is essential for understanding what resonates with your audience. By analyzing this data, you can continually refine your approach, tweaking future newsletters to improve their effectiveness and enhance overall engagement.

Legal Considerations for Reverse Mortgage Newsletters

While newsletters are an excellent way to share information, it’s important to ensure that your content complies with all legal requirements. Be transparent about any fees associated with reverse mortgages, and make sure all disclaimers are visible. Additionally, include privacy policies to reassure your subscribers that their data is protected.

Conclusion

Reverse mortgage newsletters are an invaluable tool for educating and engaging seniors considering reverse mortgages. By providing clear, insightful, and personalized content, newsletters not only help demystify the reverse mortgage process but also foster trust and loyalty among your audience. By focusing on content quality, design, and engagement, you can create newsletters that truly resonate with your subscribers and support their journey toward financial empowerment.

Effective Reverse Mortgage Flyers

Sun, 23 Nov 2025 13:00:06 GMT

Reverse mortgage flyers are a powerful tool for communicating financial opportunities to homeowners, especially seniors looking for ways to supplement their income during retirement. As people age, managing finances and maintaining a comfortable lifestyle can become challenging, and reverse mortgages offer a solution to bridge the gap. This article explores the significance of reverse mortgage flyers, how to design them, and their potential impact on a local community.

What is a Reverse Mortgage?

A reverse mortgage is a financial product that allows seniors aged 62 or older to convert part of their home equity into loan proceeds. Unlike traditional mortgages, where homeowners make monthly payments to the lender, with a reverse mortgage, the lender makes payments to the homeowner. The loan is repaid only when the homeowner sells the property, moves out, or passes away. This type of loan can provide seniors with much-needed cash to cover medical expenses, daily living costs, or simply enhance their quality of life during retirement.

Why Choose a Reverse Mortgage?

Reverse mortgages offer seniors a unique opportunity to unlock the value of their home without having to sell it or make monthly mortgage payments. The primary benefit is the ability to continue living in their home while accessing funds. It is especially beneficial for those who have significant equity in their home but lack sufficient retirement savings. Additionally, reverse mortgages can help improve financial flexibility, reduce the stress of paying monthly bills, and provide a stable source of income during retirement years.

The Importance of Reverse Mortgage Flyers

A reverse mortgage flyer serves as an introductory tool to educate seniors about this financial option. It is designed to capture attention, explain the benefits, and address any concerns in a clear and concise manner. Flyers can be distributed through various channels, ensuring that this vital information reaches potential borrowers who may benefit from it. When created effectively, reverse mortgage flyers can spark interest, provide essential knowledge, and ultimately drive inquiries and applications for reverse mortgages.

What Makes a Good Reverse Mortgage Flyer?

A well-crafted reverse mortgage flyer should blend design, content, and a clear call to action. The flyer should be visually appealing, using colors and images that resonate with seniors while remaining professional. The content must be informative yet easy to understand, avoiding jargon or overly technical language. The key is to address the reader's concerns and highlight the potential benefits without overwhelming them with unnecessary details.

Target Audience for Reverse Mortgage Flyers

Understanding the target audience is crucial when designing an effective reverse mortgage flyer. The primary audience consists of seniors aged 62 and above, many of whom may be unfamiliar with the intricacies of reverse mortgages. It’s important to recognize that seniors may have varying levels of financial literacy, so the flyer should cater to both those with no prior knowledge of reverse mortgages and those who may already be considering it as an option.

Who Should Consider a Reverse Mortgage?

A reverse mortgage may be suitable for homeowners who are 62 or older, have significant equity in their home, and are looking for additional financial resources. It can be an excellent solution for seniors who are house-rich but cash-poor, particularly those who do not have enough savings to cover healthcare costs or living expenses. It's especially beneficial for individuals who plan to age in place and wish to continue living in their home without the burden of monthly mortgage payments.

Why Seniors Should Know About Reverse Mortgages

For seniors, financial independence is essential to maintaining a comfortable lifestyle during retirement. Reverse mortgages provide a means of accessing home equity without selling the home or incurring monthly payments. This financial tool can also help prevent the stress of outliving one's savings, enabling seniors to remain in their homes for as long as possible. Additionally, reverse mortgages can offer a safety net in times of unexpected financial need, such as medical emergencies or home repairs.

The Role of Financial Advisors in Reverse Mortgages

Financial advisors play an important role in guiding clients through the decision-making process surrounding reverse mortgages. These professionals can assess whether a reverse mortgage is the right fit for a particular individual's financial situation and help clarify any concerns about eligibility, terms, or potential impacts on inheritance. By offering a personalized assessment, financial advisors ensure that seniors make informed choices that align with their retirement goals.

How Reverse Mortgages Benefit Retirees

Reverse mortgages can provide retirees with additional income, which can be crucial when facing fixed or limited incomes during retirement. The funds from a reverse mortgage can help cover everyday expenses like healthcare, home maintenance, and bills, giving seniors greater peace of mind. Additionally, since the loan doesn’t require monthly repayments, it frees up funds for other priorities, allowing retirees to enjoy their retirement years without financial worry.

Designing an Effective Reverse Mortgage Flyer

A reverse mortgage flyer is only as effective as its design. The layout should be clean, organized, and easy to navigate, with a strong visual hierarchy that guides the reader’s attention to the most important information. Bold headlines, large fonts, and high-contrast colors can help ensure that the flyer stands out and captures interest. Consider using imagery that resonates with seniors, such as pictures of happy retirees enjoying their homes or spending time with family.

Creating Attention-Grabbing Headlines

The headline of a reverse mortgage flyer is the first thing a potential borrower will read. It needs to immediately communicate the main benefit of a reverse mortgage in a way that grabs attention and sparks interest. Examples of attention-grabbing headlines might include: “Unlock the Value of Your Home for a Better Tomorrow” or “Access Cash Without Selling Your Home.”

The Importance of Clear and Concise Text

Simplicity is key when writing the text for a reverse mortgage flyer. Use short paragraphs, bullet points, and straightforward language to convey essential information quickly. Seniors, especially those who are not financially savvy, need clear explanations without feeling overwhelmed by dense financial jargon. It’s important to highlight the key benefits and qualifications in an easily digestible format.

Using Imagery to Enhance Engagement

Incorporating images of real people, happy families, or comfortable home settings can help make the flyer more relatable and engaging. Imagery creates an emotional connection, making the reader more likely to take action. For reverse mortgage flyers, imagery should evoke feelings of security, comfort, and peace of mind.

What Information Should Be Included?

The flyer should answer all of the potential borrower’s questions in a concise manner. Include details about eligibility requirements, how the loan works, and any associated fees. Additionally, it’s crucial to explain how the loan is repaid and address common misconceptions, such as the fear of losing homeownership. Always emphasize that the borrower retains ownership of the property for as long as they live in it.

Effective Locations to Reach the Target Audience

In addition to physical locations, consider utilizing direct mail to send flyers directly to the homes of potential borrowers. This method ensures that the flyer reaches seniors who may not frequent public spaces but still require the information. Targeting areas with a high senior population can improve the chances of the flyer reaching the right people.

Partnering with Local Businesses for Flyer Distribution

Local businesses that cater to seniors, such as pharmacies, grocery stores, and home repair companies, can be excellent partners for distributing reverse mortgage flyers. By collaborating with businesses that already have a relationship with seniors, you increase the chances of your flyer being noticed.

Using Direct Mail for Maximum Reach

Direct mail campaigns allow you to send reverse mortgage flyers straight to the homes of seniors who might be interested. A well-executed direct mail campaign can yield high returns, especially when combined with a strong call to action.

Design Tips for Maximum Impact

When designing a reverse mortgage flyer, remember that clarity and simplicity are essential. Avoid cluttering the flyer with too much text or too many images. The design should focus on key information, with bold headings and clear subheadings to make it easy for seniors to skim the flyer.

Using Graphics to Illustrate Key Points

Graphics can be used to highlight important information, such as eligibility requirements or benefits. Use simple icons or diagrams that make complex concepts easy to understand. For example, a flowchart showing how a reverse mortgage works can help demystify the process for potential borrowers.

Legal Considerations for Reverse Mortgage Flyers

Reverse mortgage flyers must comply with financial advertising regulations to ensure they are both accurate and transparent. This includes providing clear disclosures about the terms of the loan and avoiding misleading statements. It’s important that the flyer conveys all necessary information in a truthful and straightforward manner.

What Disclosures Should Be Included?

Reverse mortgage flyers must include disclosures regarding the terms of the loan, such as interest rates, fees, and repayment requirements. These disclosures should be clear and easy to understand, ensuring that seniors are fully informed before making a decision.

Complying with Financial Advertising Regulations

There are specific guidelines set by the Consumer Financial Protection Bureau (CFPB) and other regulatory bodies to ensure that financial products are advertised honestly and transparently. Reverse mortgage flyers must comply with these rules to avoid legal issues and ensure they are providing accurate information to the target audience.

Avoiding Misleading Information

It’s essential to avoid any misleading claims in reverse mortgage flyers. Ensure that the flyer accurately represents the loan’s benefits and qualifications, and do not make promises that cannot be kept. Misleading information can harm the lender’s reputation and lead to legal consequences.

Digital Alternatives to Physical Flyers

In today’s digital age, online marketing has become just as essential as traditional flyer distribution. Digital flyers, distributed via email, websites, and social media platforms, can reach a much broader audience while being more cost-effective and easier to track for engagement.

Social media platforms like Facebook, Instagram, and LinkedIn are particularly effective for promoting reverse mortgages to seniors and their families, as you can target specific demographics based on factors such as age and location, ensuring your message reaches those who need it most.

Additionally, interactive PDFs and email flyers enhance engagement by allowing for easy navigation and the inclusion of hyperlinks, videos, and other interactive elements to better explain reverse mortgages. To maximize the success of your flyer campaign, it's crucial to integrate these digital formats into a broader marketing strategy, track the campaign’s performance, and refine your approach based on feedback and results. This continuous optimization ensures that your marketing efforts remain impactful and effective.

How to Incorporate Flyers into a Broader Marketing Strategy

Reverse mortgage flyers should be integrated into a broader marketing strategy that includes online advertising, email campaigns, and partnerships with local businesses to maximize their effectiveness. This multi-channel approach increases the likelihood of reaching a larger audience and generating more leads. To evaluate the success of your flyer campaign, it's crucial to track key metrics such as response rates, phone calls, and website visits. Implementing tracking methods like QR codes, special offers, or unique phone numbers can help monitor engagement.

Additionally, measuring the return on investment (ROI) enables you to assess whether the campaign was cost-effective and determine if any adjustments are needed for future distributions. It’s also important to pay attention to feedback from recipients; if certain messages or offers resonate better, incorporate those insights into future flyer designs to improve engagement. Continuous optimization based on feedback ensures the long-term success of your marketing efforts.

Common Mistakes to Avoid with Reverse Mortgage Flyers

Overloading a reverse mortgage flyer with too much information or failing to address potential concerns can significantly reduce its effectiveness. Simplicity is key in flyer design; overcrowding the flyer with excessive text or images can overwhelm the reader. Instead, focus on providing concise, impactful information that grabs attention and sparks interest.

Equally important is ensuring that the flyer includes clear and easy-to-find contact information, so potential borrowers know exactly how to reach out for more details. Addressing common concerns is also crucial, as seniors may worry about losing their homes or accumulating debt. Directly addressing these concerns in the flyer can help provide reassurance and clarity.

Additionally, avoid using too much jargon or technical language, as reverse mortgages can be complex. Keeping the language simple and accessible ensures that readers of all financial backgrounds can easily understand the flyer’s message.

Conclusion

Reverse mortgage flyers are a valuable tool for educating seniors about reverse mortgages and their potential benefits. By focusing on clarity, simplicity, and targeted distribution, lenders can reach the right audience and help seniors unlock the value of their homes. Whether through physical or digital flyers, an effective marketing strategy can drive awareness and interest, ultimately improving the financial security of seniors in retirement.

Reverse Mortgage Marketing Companies

Wed, 19 Nov 2025 00:00:02 GMT

Reverse mortgages have become an essential financial tool for senior homeowners looking to access the equity in their homes without having to sell or move. These specialized loans allow individuals aged 62 and older to convert a portion of their home equity into tax-free cash, helping them cover living expenses, healthcare costs, or even make home improvements.

However, many potential clients are unaware of this option or have misconceptions about its complexities. This is where reverse mortgage marketing companies step in. These companies are crucial in educating consumers, building awareness, and driving leads for reverse mortgage lenders.

Understanding Reverse Mortgages and Their Importance

A reverse mortgage is a financial product that enables senior homeowners to tap into the equity of their homes, receiving funds in the form of a lump sum, monthly payments, or a line of credit. Unlike traditional loans, reverse mortgages don’t require monthly payments. Instead, the loan balance grows over time and is repaid when the homeowner sells the house, moves, or passes away.

For many retirees, reverse mortgages offer a financial lifeline, especially as traditional retirement savings may not be sufficient to cover their costs. By using their home equity, seniors can live more comfortably in their later years without the stress of monthly mortgage payments.

The Role of Reverse Mortgage Marketing Companies

Reverse mortgage marketing companies specialize in promoting these loans to the senior demographic. Their primary goal is to bridge the information gap, educating homeowners about the benefits and potential risks associated with reverse mortgages. These companies use various strategies, such as digital advertising, educational content, and lead generation, to connect reverse mortgage lenders with individuals seeking financial solutions. The marketing companies help build trust with potential clients, ensuring they feel confident about their decision to pursue a reverse mortgage.

Why Marketing for Reverse Mortgages is Essential

Marketing reverse mortgages is not just about selling a product; it’s about fostering trust and providing the senior population with financial options. Many seniors are hesitant to consider reverse mortgages due to the stigma surrounding them. They may fear losing their homes or misunderstand how the loan works. Through effective marketing strategies, reverse mortgage marketing companies can dispel these myths, presenting the product in a clear and transparent manner.

As the senior population grows, the demand for reverse mortgages continues to rise. However, the marketing efforts must be tailored to meet the unique needs of this demographic, which often includes people who may not be as tech-savvy or financially literate as younger generations. The marketing strategies must be both informative and accessible, ensuring seniors can make informed decisions about their financial futures.

How Reverse Mortgages Can Benefit Senior Homeowners

Reverse mortgages provide several advantages to senior homeowners, particularly for those who wish to remain in their homes but need extra income. One of the primary benefits is the ability to access home equity without monthly payments. Seniors can use the funds for anything they wish, such as paying for healthcare, home improvements, or supplementing their retirement income.

Additionally, reverse mortgages can help reduce the financial burden on seniors by eliminating monthly mortgage payments, allowing them to preserve their savings. For seniors who are cash-poor but home-rich, a reverse mortgage can be a viable solution to maintain financial stability without having to sell their home or move.

What Makes a Reverse Mortgage Marketing Company Stand Out?

For a reverse mortgage marketing company to succeed, it must understand the nuances of the product and the target audience. Unlike conventional loans, reverse mortgages require a more educational approach in marketing. Companies need to communicate not only the benefits but also the potential drawbacks, ensuring clients understand the terms, fees, and responsibilities associated with the loan.

A strong marketing company for reverse mortgages will employ a combination of traditional and digital marketing techniques to build trust and credibility. This includes well-crafted content that explains the complexities of reverse mortgages, customer testimonials that showcase success stories, and clear calls to action that guide potential clients through the decision-making process. The marketing strategies must create a sense of reliability, transparency, and understanding to convince seniors to explore reverse mortgages as a viable financial option.

Overview of the Reverse Mortgage Industry

The reverse mortgage industry has evolved significantly since its inception in the 1960s. Originally created as a solution for seniors to access home equity, reverse mortgages have gained popularity as the senior population has grown. Today, they are seen as a viable option for retirees looking to tap into their home equity while avoiding monthly payments.

In recent years, reverse mortgages have seen a shift towards more consumer-friendly options, with improved regulations and increased awareness. However, misconceptions and skepticism still surround these loans, and marketing companies play a crucial role in educating the public and clearing up misunderstandings.

The Growing Demand for Reverse Mortgages Among Seniors

As the baby boomer generation enters retirement, the demand for reverse mortgages is expected to increase. With many seniors facing financial challenges in retirement, reverse mortgages offer a way to access funds without selling their homes. Marketing companies will play an essential role in ensuring these seniors are aware of their options and understand how reverse mortgages can benefit them.

Key Players in the Reverse Mortgage Industry

Several major players dominate the reverse mortgage market, including large financial institutions and specialized lenders. These companies rely heavily on marketing agencies to help promote their products and reach potential clients. The most successful reverse mortgage marketing companies are those that can deliver targeted leads, educate consumers, and create trust through transparency.

Regulatory Considerations in Reverse Mortgage Marketing

Marketing reverse mortgages involves navigating strict regulations to ensure that all advertising is truthful and does not mislead consumers. The government has set specific guidelines for reverse mortgage marketing to protect consumers from deceptive practices. Marketing companies must ensure compliance with these rules while crafting effective campaigns that resonate with seniors.

Services Offered by Reverse Mortgage Marketing Companies

Reverse mortgage marketing companies offer a wide range of services to help lenders grow their business and connect with potential clients. One of the primary services is lead generation. These companies use a variety of tactics to attract seniors who may be interested in reverse mortgages, including digital advertising, SEO strategies, and content marketing.

Educational content is another essential service. Reverse mortgage marketing companies create informative resources, such as articles, brochures, and videos, that help seniors understand how reverse mortgages work and what their options are. This content builds trust with potential clients and helps dispel any confusion or myths about the product.

Additionally, these companies assist in developing comprehensive marketing campaigns tailored to the unique needs of senior homeowners. These campaigns may include direct mail, TV advertisements, social media, and even seminars aimed at educating seniors about reverse mortgages.

Digital Strategies for Reverse Mortgage Marketing

In today’s digital world, an online presence is critical for any business, including reverse mortgage lenders. Reverse mortgage marketing companies leverage various digital strategies to attract leads and build awareness.

Website optimization is crucial for reverse mortgage companies, ensuring that their website ranks well in search engine results. SEO (search engine optimization) strategies focus on incorporating relevant keywords, such as “reverse mortgages,” “senior loans,” and “home equity release,” into website content.

Paid advertising is another key strategy, with reverse mortgage companies using Google Ads, Facebook Ads, and other platforms to target seniors who may be interested in learning more about reverse mortgages.

Social Media Marketing for Reverse Mortgage Companies

Social media platforms like Facebook and Instagram are excellent tools for reverse mortgage marketing. Marketing companies use these platforms to engage with seniors, share educational content, and build a community around reverse mortgage discussions. These platforms allow lenders to showcase success stories, share informative posts, and even run ads targeting specific demographics.

Building a Strong Brand for Reverse Mortgage Companies

To succeed in reverse mortgage marketing, companies must create a brand that seniors can trust. Crafting a trustworthy and approachable image is essential. A strong brand can help reduce skepticism and make seniors feel more comfortable with the idea of reverse mortgages. Testimonials and success stories play a significant role in building this trust.

Creating educational content is another essential step in building a strong brand. By offering valuable resources and information, reverse mortgage companies position themselves as experts in the field, making seniors more likely to choose their services.

Conclusion

Reverse mortgage marketing companies play a pivotal role in the reverse mortgage industry. They educate seniors about the benefits and risks of these financial products, build trust, and generate leads for reverse mortgage lenders. As the senior population continues to grow, the demand for reverse mortgages will rise, making these marketing companies even more crucial. By employing effective marketing strategies and fostering trust, reverse mortgage marketing companies help seniors make informed financial decisions, improving their quality of life in retirement.

Essential Guide to Reverse Mortgage Website Design

Sun, 16 Nov 2025 00:00:02 GMT

In today’s digital world, a well-designed website is the foundation of any successful business. This holds especially true for industries like reverse mortgages, where trust, clarity, and ease of access are essential to attracting the right audience. A reverse mortgage website isn’t just a digital brochure; it’s a tool that can educate, inform, and guide users toward making one of the most significant financial decisions of their lives. As such, reverse mortgage website design requires careful consideration of user experience (UX), content strategy, and functionality to ensure that visitors not only understand the concept of reverse mortgages but feel confident enough to take the next steps.

Creating a website for reverse mortgages is no small feat. The design must communicate trust, professionalism, and clarity, while also presenting complex financial products in a way that’s accessible to homeowners, many of whom may not be familiar with this type of loan. In this article, we will explore how to design a reverse mortgage website that effectively addresses the needs of your audience while fostering trust and conversion.

Understanding Reverse Mortgages and Their Audience

Before diving into design considerations, it’s important to first understand the nature of reverse mortgages and their audience. A reverse mortgage allows homeowners, typically seniors aged 62 and older, to convert part of the equity in their home into loan proceeds, which they can receive as a lump sum, line of credit, or monthly payments. The loan is repaid when the homeowner sells the home, moves out, or passes away.

The target audience for reverse mortgages is typically older adults, many of whom are not familiar with the nuances of financial products like reverse mortgages. Therefore, the website must be easy to navigate, with content that simplifies these complex concepts without oversimplifying them.

Key Goals for a Reverse Mortgage Website

The goals of a reverse mortgage website are twofold: educating the audience and converting visitors into leads or customers.

Education:

Many potential clients may be unfamiliar with reverse mortgages or have misconceptions. Your website must provide clear, digestible information that answers the most common questions and concerns.

Conversion:

Your website needs to encourage visitors to take action. Whether that’s by filling out a form, requesting a consultation, or applying directly for a reverse mortgage, the website’s design should drive conversions by making the process simple and transparent.

Creating a User-Friendly Experience

Creating a user-friendly experience is crucial for a reverse mortgage website, as many of your visitors will be older adults who may not be as tech-savvy. The design should prioritize ease of navigation and accessibility. Use large, legible fonts, simple language, and a well-structured layout to help users quickly find the information they need.

Homepage Design for First Impressions

The homepage is the first point of contact with visitors, so it must make a strong and welcoming impression. A reverse mortgage website homepage should have a clean, professional design with clear messaging that speaks directly to the visitor’s needs.

Headline : A concise and straightforward headline that explains what a reverse mortgage is and how it can benefit the user.

Call to Action (CTA) : Prominent CTAs such as “Get Started Today” or “Find Out If You Qualify” should be visible above the fold, guiding visitors toward the next step.

Simplifying Complex Information

One of the biggest challenges of designing a reverse mortgage website is presenting complex information in a way that’s easy to understand. The website must break down the concept of reverse mortgages into digestible sections. Use visual aids such as infographics, videos, and simple charts to help explain how reverse mortgages work, their benefits, and eligibility criteria.

Interactive tools like reverse mortgage calculators can be added to the website, giving visitors an immediate sense of how much they could qualify for and how the process works. These tools add value to the user experience by providing actionable insights while keeping users engaged.

Building Trust and Credibility

Trust is a significant factor in the decision-making process for reverse mortgages, as these are often life-changing financial decisions. A reverse mortgage website must establish credibility and trust with its visitors.

Testimonials : Display testimonials from satisfied clients who can speak to the benefits and ease of the process.

Certifications and Accreditations : Highlight any relevant industry certifications or affiliations that lend credibility to your business.

Secure Website : A secure website, indicated by HTTPS, assures users that their data is safe, particularly when submitting sensitive information like personal or financial details.

Designing for Accessibility

As mentioned, the target audience for reverse mortgages is often older adults, so accessibility must be a priority in the design. Ensure that the website is compatible with screen readers and follows web accessibility guidelines (WCAG). Additionally, the site should be mobile-friendly, as more people use smartphones and tablets to browse the web.

Navigation: Making it Easy for Users

The navigation menu should be simple and intuitive. Categories like "How It Works," "Eligibility," "FAQs," and "Contact Us" should be clearly labeled, and dropdown menus should be used to prevent clutter.

A search bar can be incredibly helpful, allowing users to quickly find specific information without having to navigate through several pages.

Utilizing Visual Elements

Visual elements like images and videos are powerful tools in conveying the message. On a reverse mortgage website, use images that represent the target audience—elderly homeowners—and show them in positive, empowering scenarios. Videos are particularly effective in simplifying complex information, so consider incorporating explainer videos that break down how reverse mortgages work, the application process, and their benefits.

CTAs and Conversion Optimization

Clear and prominent CTAs should be placed throughout the website, especially on the homepage and at the end of key content sections. These CTAs should be actionable and lead visitors to the next step in the process—whether that’s requesting more information, scheduling a consultation, or starting an application.

The language of the CTA should be direct and empathetic, reflecting the needs and concerns of the target audience. Use phrases like “Get Your Free Reverse Mortgage Consultation” or “Find Out How Much You Qualify For” to entice visitors to take action.

Social Proof and Reviews

Social proof, such as reviews and ratings from satisfied clients, plays a key role in building trust. Testimonials, case studies, and reviews can significantly influence the decision-making process for prospective clients. Make sure to include a section on your website dedicated to client success stories, showcasing how your services have helped others.

SEO for Reverse Mortgage Websites

Search engine optimization (SEO) is critical for driving organic traffic to your reverse mortgage website. Use targeted keywords like “reverse mortgage rates,” “reverse mortgage calculator,” and “eligibility for reverse mortgages” throughout the site. Focus on local SEO by including location-based keywords, such as “reverse mortgage in [Your City],” to attract local traffic.

A well-optimized site helps you rank higher in search engine results, making it easier for potential clients to find your website when searching for reverse mortgage information.

Security and Legal Compliance

Given the sensitive nature of the information shared on a reverse mortgage website, security should be a top priority. Make sure your website is equipped with SSL encryption to protect visitors’ data. Display security badges and certifications that show visitors their information will be handled securely.

Additionally, ensure that your website complies with the necessary legal requirements, including clear privacy policies, disclaimers, and terms of service.

Conclusion

Designing a reverse mortgage website is a critical step in reaching your target audience and fostering trust and confidence. By prioritizing user-friendly navigation, clear content, and trust-building elements, your website can effectively educate potential clients and guide them toward making informed financial decisions.

An effective reverse mortgage website doesn’t just present information—it creates an experience that makes users feel confident and empowered to take the next step in their financial journey. By designing with empathy, clarity, and purpose, you can create a website that serves both your business and your audience’s needs.

Marketing Strategies for Reverse Mortgages: A Comprehensive Guide

Thu, 13 Nov 2025 11:30:00 GMT

As the population ages and more people enter retirement, reverse mortgages have become a popular financial solution for homeowners over the age of 62. These loans allow homeowners to convert their home equity into cash, providing a much-needed financial buffer for retirees.

However, effectively marketing reverse mortgages is no simple task. It requires a deep understanding of the target audience, clear communication, and strategic use of both traditional and digital marketing techniques. In this article, we will explore key strategies for marketing reverse mortgages, and how businesses can reach and engage their target audience in a meaningful way.

The Growing Market for Reverse Mortgages

The reverse mortgage market is expanding rapidly, fueled by an aging baby boomer population and a shift in financial priorities. With many retirees looking to supplement their fixed incomes, the demand for reverse mortgages has surged. According to recent studies, over 10,000 people turn 65 every day in the U.S., and a significant portion of these individuals are potential candidates for reverse mortgages.

In this context, marketing strategies must not only inform but also build trust with this audience. Reverse mortgage lenders must understand the unique needs and concerns of seniors to craft effective campaigns that resonate with them.

Identifying Your Target Audience for Reverse Mortgages

Effective marketing begins with identifying the right audience. For reverse mortgages, the ideal target demographic is homeowners aged 62 and older who have significant equity in their homes. However, the target audience extends beyond just the seniors themselves.

Family members and caregivers, who may influence the decision-making process, are key players in this market. Marketing campaigns must speak to both the financial needs of retirees and the concerns of their loved ones, offering a holistic view of how a reverse mortgage can improve their quality of life.

Effective Communication for Reverse Mortgage Marketing

Marketing reverse mortgages requires a delicate balance of clarity and empathy. Many seniors find financial products complex and intimidating, so using simple, jargon-free language is essential. It is crucial to explain the reverse mortgage process in easy-to-understand terms, demystifying what can often feel like a confusing topic.

Additionally, effective communication should be empathetic, acknowledging the emotional aspects of retirement, such as the desire for financial security and independence. By addressing these emotional drivers, marketers can create a connection that goes beyond the product itself.

Building a Strong Brand Presence for Reverse Mortgages

Building a trustworthy and professional brand is essential in the reverse mortgage market. Seniors are often cautious about financial products, especially those that involve their homes, which are typically their most significant assets. Therefore, it is vital for companies to establish a brand that exudes trust, reliability, and expertise.

This includes crafting a unique selling proposition (USP) that highlights the advantages of reverse mortgages, such as improved financial security and the ability to remain in one’s home. A strong, consistent brand presence across all marketing channels is crucial for building this trust.

Leveraging Digital Marketing for Reverse Mortgages

In today’s digital world, an effective online presence is crucial for any marketing strategy. For reverse mortgages, leveraging search engine optimization (SEO) is a powerful way to drive traffic to a website. By targeting relevant keywords such as "reverse mortgage benefits," "senior home equity loan," and "how reverse mortgages work," businesses can ensure that their website ranks highly on search engine results pages.

Content marketing, including educational blogs and articles, can further establish the company as an authority on reverse mortgages. A user-friendly website with clear calls-to-action (CTAs) is essential for converting website visitors into leads.

Content Marketing for Reverse Mortgages

Content marketing plays a pivotal role in educating potential clients about reverse mortgages. Creating blog posts that answer common questions, provide financial tips, and explain the reverse mortgage process can help build trust with the audience. Video content is also effective, as it allows for more personal and engaging communication.

For instance, creating video tutorials or explainer videos about how reverse mortgages work, the eligibility requirements, and the benefits they offer can be a compelling way to reach seniors who may not be as inclined to read long articles. Additionally, success stories and testimonials from previous clients can demonstrate the real-world value of reverse mortgages and provide reassurance to prospective customers.

Email Marketing Campaigns for Reverse Mortgages

Email marketing remains one of the most cost-effective methods for reaching potential clients. By building a robust email list of leads, companies can send personalized messages tailored to the recipient's needs and interests. Email campaigns can provide valuable information about reverse mortgages, offer educational resources, and highlight special promotions or offers.

Segmenting the email list by demographics, such as age or location, allows for more targeted messaging, increasing the chances of conversion. Furthermore, tracking open rates, click-through rates, and conversion rates allows marketers to continuously refine and optimize their campaigns.

Utilizing Paid Advertising for Reverse Mortgages

Paid advertising, particularly through Google Ads and social media platforms like Facebook and Instagram, can significantly boost visibility for reverse mortgage products. Google Ads allow businesses to target users searching for terms related to home loans, retirement planning, and senior financial products, ensuring that ads reach the right audience at the right time.

On social media, targeting features enable businesses to focus their ads on individuals in specific age groups or geographical locations. Sponsored posts, paid search ads, and display ads can all be used to increase brand awareness and drive traffic to a website.

Local Marketing Strategies for Reverse Mortgages

While digital marketing is essential, local marketing efforts can also be highly effective, especially when targeting seniors. Collaborating with local real estate agents, senior living communities, and financial planners can create valuable referral networks.

Hosting educational seminars and workshops in community centers or senior living facilities can also help establish the company as a trusted source of information. Personalized outreach through direct mail campaigns or local advertising in newspapers and community bulletins can further increase local visibility.

Networking and Referral Marketing for Reverse Mortgages

Referral marketing is a powerful tool for reverse mortgage lenders. By building strong relationships with financial advisors, real estate agents, and elder law attorneys, businesses can generate a steady stream of referrals. Offering incentives for referrals, such as discounts or gift cards, can encourage professionals to recommend reverse mortgage products to their clients.

Word-of-mouth recommendations from satisfied customers also play a critical role in building trust within communities.

Promotions and Incentives for Reverse Mortgages

Incentive-based marketing can be an effective way to attract new clients and encourage them to consider reverse mortgages. Limited-time offers, such as reduced fees or better loan terms, can create urgency and encourage potential clients to act quickly.

Additionally, offering referral bonuses or loyalty programs can motivate existing customers to spread the word. Promotions should be clearly communicated through various channels, including email, social media, and direct mail.

Building Trust with Compliance and Transparency

Reverse mortgages are often met with skepticism due to their complexity, so ensuring compliance with all relevant regulations and offering transparency in marketing materials is crucial. It is important to clearly explain the terms, fees, and risks involved with reverse mortgages. Lenders should provide easy-to-understand breakdowns of how the loan works, how interest is calculated, and the repayment process. Transparency in marketing materials helps to build trust and credibility with potential clients.

The Power of Customer Service in Reverse Mortgage Marketing

Excellent customer service is essential for attracting and retaining clients in the reverse mortgage industry. Marketing strategies should not only focus on generating leads but also on providing ongoing support to clients throughout the decision-making process. Offering personalized consultations, answering questions promptly, and providing expert guidance can set a company apart from its competitors. A customer-centric approach, with a focus on clear communication and assistance, ensures a positive experience for clients.

Tracking the Success of Your Marketing Campaigns

To ensure that marketing strategies are effective, businesses must track and analyze the success of their campaigns. Key performance indicators (KPIs) such as website traffic, lead generation, conversion rates, and return on investment (ROI) provide valuable insights into what’s working and what needs improvement. Regularly reviewing these metrics allows marketers to adjust their strategies accordingly, ensuring continued success.

Addressing Common Concerns About Reverse Mortgages in Marketing

Many seniors are hesitant about reverse mortgages due to misconceptions and fears. Marketing campaigns should address these concerns head-on, providing clear explanations of how reverse mortgages work, their benefits, and the safeguards in place to protect the borrower. By debunking common myths, such as the fear of losing one’s home or leaving a debt burden for heirs, marketers can help potential clients make informed decisions.

Collaborating with Financial Planners and Retirement Experts

Partnering with financial planners and retirement experts is an effective way to expand the reach of reverse mortgage marketing. These professionals can serve as trusted allies, providing expert advice and referring clients who may benefit from reverse mortgages. Joint marketing efforts, such as co-hosted webinars or seminars, can further strengthen these partnerships and build credibility within the target audience.

Understanding the Role of Testimonials and Reviews

Positive customer testimonials and online reviews can be incredibly powerful in the marketing of reverse mortgages. Testimonials serve as social proof, demonstrating that real people have benefitted from the product. Encouraging satisfied clients to leave reviews on platforms such as Google, Yelp, or Facebook can help boost a company’s reputation and attract new customers. Authentic reviews can build trust and encourage hesitant prospects to take the next step.

Using Print Marketing for Reverse Mortgages

While digital marketing is essential, print marketing still holds value in reaching certain segments of the target audience, especially older adults. Designing and distributing brochures, flyers, and direct mail pieces can help reach seniors who may not be as active online. Print marketing should focus on clear messaging, strong visuals, and easy-to-understand information that explains the benefits and process of reverse mortgages.

Adapting Marketing Strategies to Changing Market Conditions

The reverse mortgage market is constantly evolving, influenced by changes in interest rates, regulatory policies, and consumer preferences. Marketers must remain adaptable and adjust their strategies in response to these shifts. Staying informed about industry trends and continually testing and refining marketing tactics ensures that businesses remain competitive and meet the needs of their audience.

Long-Term Marketing Strategies for Reverse Mortgages

Building long-term relationships with clients is essential in the reverse mortgage industry. Successful marketing strategies should focus not only on immediate conversions but also on nurturing leads and maintaining engagement over time. Follow-up communications, continued educational content, and loyalty programs can help keep clients engaged and ensure long-term success.

Conclusion

As the demand for reverse mortgages continues to grow, businesses must stay ahead of the curve with innovative and effective marketing strategies. By leveraging digital tools, building trust, and offering transparent, empathetic communication, marketers can successfully reach and engage the senior demographic. The future of reverse mortgage marketing lies in understanding the unique needs of retirees and providing them with the resources and support they need to make informed decisions about their financial futures.

Effective Marketing Strategies for Mortgage Brokers

Mon, 10 Nov 2025 11:30:00 GMT

In today’s competitive real estate market, mortgage brokers are essential players in helping individuals and families secure financing for their homes. However, in order to thrive in this bustling industry, a robust marketing strategy is crucial.

Marketing for a mortgage broker isn't just about getting your name out there—it's about building trust, educating clients, and offering solutions tailored to their financial needs. With the right marketing plan, brokers can foster strong relationships with their clients and differentiate themselves in a saturated market.

A well-executed marketing strategy ensures that a mortgage broker reaches the right audience, educates potential clients, and ultimately drives conversions. Whether it’s through digital platforms, social media, or traditional methods, the goal is to make a meaningful connection with homebuyers, refinancing clients, and real estate professionals. Understanding the nuances of mortgage broker marketing is the first step to growing a successful business and establishing a reputable presence in your local community.

Understanding Your Target Market

To effectively market mortgage services, brokers need to first understand who their potential clients are. A mortgage broker’s market typically includes first-time homebuyers, those looking to refinance, and investors looking for loan options. Each of these groups has distinct needs and challenges when it comes to securing financing.

First-time homebuyers are often unfamiliar with the mortgage process and may require more guidance and education throughout their journey. Refinancers, on the other hand, are seeking better terms or lower rates and may have specific questions about how to optimize their loans. Real estate investors typically look for competitive rates and specialized loan products. Recognizing these market segments allows mortgage brokers to tailor their marketing messages accordingly, addressing the specific pain points and financial goals of each group.

Building a Strong Online Presence

In the digital age, an online presence is no longer optional for mortgage brokers—it’s essential. A well-structured, user-friendly website is the foundation of your online marketing strategy. Your website should not only serve as a digital business card but as a tool for educating potential clients and generating leads.

Make sure your website is optimized for search engines (SEO), enabling it to rank higher in search results when potential clients search for mortgage services in your area. The content should be informative, offering resources such as mortgage calculators, guides on the home loan process, and answers to frequently asked questions. Additionally, an effective lead capture form should be easy to find and simple to complete, offering potential clients a seamless way to get in touch with you.

Leveraging Social Media Platforms

Social media is an indispensable tool for mortgage brokers. With platforms like Facebook, LinkedIn, and Instagram, brokers have the opportunity to engage with a vast audience, build brand awareness, and provide helpful content. Social media marketing enables brokers to humanize their brand, share success stories, and establish themselves as knowledgeable industry experts.

Posting relevant content, such as tips for first-time homebuyers, loan options, or market trends, keeps your audience engaged and informed. Paid advertising on platforms like Facebook and Instagram can further increase your reach by targeting specific demographics, such as age, income, and location, ensuring that your ads reach the right audience.

SEO and Local Search Optimization

SEO is one of the most powerful tools in mortgage broker marketing, especially when targeting local clients. Many people search for mortgage brokers "near me" or "in [your city]," so it’s critical that your website and online content are optimized for local searches. This means incorporating location-based keywords into your website, blog posts, and meta descriptions.

Google My Business is another valuable tool for local SEO. By creating and maintaining an up-to-date business listing, brokers can increase their visibility in local search results and make it easier for clients to find contact details, hours of operation, and client reviews.

Email Marketing Strategies for Mortgage Brokers

Email marketing is an excellent way to stay in touch with both potential and existing clients. By nurturing leads through regular, targeted email campaigns, mortgage brokers can build stronger relationships and increase the likelihood of conversions. Start by segmenting your email list based on the needs of your clients, such as first-time buyers, refinancing customers, and investors.

Your emails should be informative and offer value, such as tips for improving credit scores, understanding loan terms, or how to shop for the best mortgage rates. Always include clear calls to action (CTAs) that prompt recipients to schedule a consultation or get in touch for more information.

Content Marketing for Mortgage Brokers

Creating valuable content is a long-term strategy that can help establish your authority in the mortgage industry. Blog posts, articles, and videos that educate your target market are key to attracting new clients and retaining existing ones. For example, a blog post titled "Top 5 Common Mistakes First-Time Homebuyers Make" can attract individuals who are looking for guidance and advice.

Video content is particularly effective for mortgage brokers, as it adds a personal touch and helps explain complex topics in an engaging way. Consider producing videos explaining the mortgage application process, the benefits of different loan options, or offering tips for improving credit scores.

Referral Marketing and Networking

Mortgage brokers thrive on referrals, as trust is a critical factor in choosing a financial service provider. To generate referrals, you must first build strong relationships with clients by providing exceptional service and demonstrating your expertise. Ask satisfied clients to refer you to friends, family, or colleagues who might be in need of mortgage services.

Networking with local real estate agents, financial planners, and attorneys can also help you expand your client base. These professionals often work with individuals who are actively looking for mortgages, and a good referral can be mutually beneficial.

Paid Advertising and PPC Campaigns

Paid advertising, such as Google Ads or Facebook Ads, allows mortgage brokers to reach a highly targeted audience quickly. With Google Ads, you can create pay-per-click (PPC) campaigns that target individuals searching for mortgage-related services in your local area. By bidding on specific keywords like “mortgage broker in [city]” or “home loan options,” you can ensure your ads appear at the top of search results.

Facebook and Instagram ads can also be used to reach potential clients based on their demographics, interests, and online behavior. This is particularly useful for targeting individuals who may not be actively searching for mortgage brokers but fit the profile of a potential client.

Client Testimonials and Case Studies

One of the most effective ways to market your mortgage brokerage is through testimonials and case studies. Word-of-mouth recommendations are powerful, and showcasing positive experiences from previous clients can build trust and credibility. Collect testimonials from happy clients and display them prominently on your website and social media profiles.

Case studies are also a great way to show real-world examples of how you’ve helped clients secure financing. These stories can help potential clients see the value you provide and understand how you can help them achieve their financial goals.

Branding for Mortgage Brokers

Your brand is more than just your logo and website design; it’s the essence of what you stand for and how you communicate with your clients. Establishing a strong, professional brand is key to differentiating yourself in a competitive market. Your brand should reflect trust, expertise, and reliability.

Develop a clear brand message that resonates with your target market and highlights what makes your mortgage services unique. Whether it's your customer service, your extensive industry knowledge, or your commitment to helping clients find the best rates, your brand message should make it clear why potential clients should choose you.

Measuring Success: Marketing Analytics for Mortgage Brokers

To understand the effectiveness of your marketing efforts, it’s essential to track and analyze key metrics. Use tools like Google Analytics to monitor website traffic, bounce rates, and conversion rates. Tracking metrics such as the number of leads generated, email open rates, and social media engagement will help you understand which strategies are working and where improvements can be made.

A/B testing is another valuable tool to test different marketing strategies and determine which ones resonate best with your audience. Regularly review your analytics to refine your approach and ensure you’re getting the most value from your marketing budget.

Conclusion

Marketing for a mortgage broker is an ongoing, multifaceted endeavor that requires a blend of online and offline strategies. From building a strong online presence with SEO and social media to leveraging email marketing and referrals, each component plays a crucial role in attracting new clients and retaining existing ones. By understanding your target market, creating valuable content, and consistently evaluating your efforts, mortgage brokers can establish themselves as trusted experts in their field and grow their business for the long term.

Newsletter vs Social Media

Sun, 09 Nov 2025 18:11:33 GMT

What Converts Better?

When it comes to digital marketing for your business, two of the most prominent channels for reaching audiences are newsletters (email marketing) and social media. As a busy entrepreneur you may be limited on time and have to choose between the two. So, which one could actually bring you more customers - a newsletter or social media posting?

We put together a comparison of the data, plus actionable tips for getting started with each, and a strong case for integrating both via an active blog to amplify your results, if you have the resources to do so.

The Data:

Newsletters (Email) vs Social Media

Better conversion and ROI on email

One study found that average open/view rate for email is about 15-25% compared to 2-4% for organic social posts; click-through rate around 2.9% vs 1.36%; conversion rate around 8% vs 3%. EmailTooltester.com
Another source states that email marketing is up to 40× more effective than social media in converting prospects to customers. Audience Point - Audience Point+1
From benchmarking: across industries, average email marketing conversion rate is ~15.22% (though results vary widely by vertical) while social media typical conversion rates tend to be in the 2-5% range. The CMO+2Bloomreach+2
On ROI: One source says email marketing delivers ~$36 for every $1 spent, whereas social media ROI is much lower and harder to track. Swydo+2Audience Point - Audience Point+2

Why email often wins for conversion

It’s an opt-in channel — people have explicitly given you permission and expect to hear from you. That means higher receptivity. chimpessentials.com+1
You own your list/data. Social platforms are rented: algorithms change, reach drops, you don’t fully control what shows up. chimpessentials.com+1
The targeting and personalization possibilities are stronger with email (segmentation, behavioral triggers, etc.) which drives better conversion. Audience Point - Audience Point+1

But social media still plays a crucial role

Social media is excellent for discovery, brand awareness, reaching new prospects, and building community. PGM Solutions
For many businesses the funnel looks like: social = awareness → blog/content → newsletter/signup → conversion.
Social media reach can be broad, but attribution to actual conversion (e.g., purchase) is often harder to track. Swydo

Summary of “what converts better”

If your primary goal is direct conversions (sign-ups, purchases, leads) and you already have or can build a list of people who have opted in, then email/newsletter wins.
If your goal is brand building, reaching new audiences, community engagement, then social media is essential — but by itself it may convert less efficiently.
Ideally you should use both: social to bring people in, email/newsletter to nurture and convert.

Getting Started:

Newsletter / Email Marketing

If you don’t yet have a newsletter or email marketing strategy, here’s how to begin:

Step 1: Choose a platform
Pick an email marketing tool (e.g., Mailchimp, ActiveCampaign, ConvertKit, etc.). Set up your account, domain verification, and basic template.

Step 2: Build your list

Add opt-in forms on your website (pop-ups, sidebar forms, in-content offers)
Offer a lead magnet: a valuable free resource (e-book, checklist, cheat sheet) in exchange for the email address
Promote the sign-up via social media, website, blog posts

Step 3: Segment & welcome

Immediately send a welcome email/series thanking the subscriber, giving value, setting expectations
Segment your list based on interests, behavior (e.g., what lead magnet they opted in for)

Step 4: Provide consistent value

Don’t just send promotional emails. Include educational, helpful content. Build trust.
Then include calls to action (CTA) that lead to conversion (signup, purchase, download)
Step 5: Measure and optimise
Track open rates, click-through rates (CTR), conversion rates, unsubscribe rates
Use A/B testing for subject lines, email copy, design
Keep your list clean (remove inactive subscribers)

Start small , maybe one newsletter per month or every two weeks. Increase frequency as you see engagement.

Getting Started: Social Media Strategy

If social media is new for you, here's how to get going:

Step 1: Pick one or two platforms
Focus where your audience is (e.g., Instagram for visual, LinkedIn for B2B, Facebook for broad). It’s better to do a couple well than many poorly and too many platforms could lead to overwhelm and what happens when you get overwhelmed? Well, in our experience, most business owners will just not do it.

Step 2: Define your content themes and schedule
Decide what you’ll post (e.g., tips, behind-the-scenes, user testimonials, blog links). Create a content calendar (e.g., 3 posts/week). Use Chat GPT to help you with this! Also, make sure that you are GIVING to your audience. Keep them engaged with content they want - it's not just about you!

Step 3: Grow your following with intent

Use hashtags for search-ability, engage with your audience - like and comment on their activity and, respond to comments and direct messages
Share your email/lead magnet sign-up link via social captions or story links

Step 4: Use social to drive traffic and sign-ups

Don’t treat social posts only for branding—use them to promote your blog content, your newsletter sign-up, your offers
Use Stories, Live videos, polls to increase engagement
And remember to pepper in personal posts and content they would like

Step 5: Measure the right metrics

Track reach, engagement (likes, comments, shares), link clicks, sign-ups from social
Recognize that social posts may not directly convert as well as email, but they build the top of your funnel

Step 6: Repurpose content
Your newsletter, blog post, or longer content can be repurposed into social posts (quotes, graphics, short videos) to maximize visibility. There are a LOT of AI tools out there to help you do this. Reach out to us if you want a consultation on how to do this.

The Role of an Active Bl og on

Your Website

We think every business should have a blog ( read here for why this is ). Having an active blog on your website is a strategic asset that ties your newsletter and social media together into a cohesive ecosystem. Here’s why:

1. It's a content hub for both channels
Your blog posts become linkable, shareable assets. You publish a blog post, share it on social media to drive traffic, and include it in your newsletter. Each channel amplifies the other.

2. It builds authority and likability
You've likely heard the expression "people do business with people they know, like and trust" and a blog is a great way to build that! When you regularly publish helpful, relevant blog content, you position yourself as an expert in your field. That helps with trust-building, which in turn boosts conversions (especially via email).

3. It helps SEO and organic traffic

Blog posts increase the chance of being found via search engines (Google, Bing). More traffic increases the opportunity to capture email addresses and social followers - and best of all, more clients!

4. Provides material for newsletters and social posts
Rather than scrambling for content, you have blog posts you can summarize into newsletter segments or break into social snippets (quotes, tips, images). This is a great way to supplement your content strategy and repurpose the content as mentioned above.

5. Supports segmentation and lead-magnet offers
You can use blog posts to deliver lead magnets or call-to-action to sign up for your newsletter (e.g., “Download my full checklist” at the end of the post).

6. Improves conversion path
Imagine it this way - visitor lands on blog post → reads valuable content → signs-up for newsletter → receives email nurture → converts. Add social media into the path earlier: social post → blog post → newsletter → conversion.

Key Takeaways and What to Do Next

Email/newsletters tend to convert better than social media when it comes to direct action (sign-ups, purchases, clicks) because you’re communicating with an opted-in, engaged audience and you own the list.
Social media is vital for awareness, community, and discovery. It brings new people into your funnel.
The best strategy is integrated : Use social to attract people, blog to engage and build authority, and newsletter to nurture and convert.
If you’re just starting, pick one channel first (email or social) based on your audience and goals, then build out the other. But don’t skip the blog—it’s the anchor of your content ecosystem.
Monitor your metrics (open rates, CTRs, conversion rates, social engagement) to see what’s working and refine.

If you're in the mortgage or reverse mortgage industry, we have everything you need to implement BOTH strategies quickly and easily. Schedule a call with us or visit: https://mortgagemarketingvault.com to learn more.

5 Reasons Why You Need a Blog

claudia@wordflirt.com (Claudia Loens) — Fri, 07 Nov 2025 19:45:18 GMT

...Like Yesterday...

Let's face it: in today's business world, having a solid online presence isn't just a nice-to-have – it's absolutely crucial. And if you're looking for one of the best ways to build that presence, a business blog is where it's at.

Whether you're a one-person show, a startup hustling to make a name, or an established company, blogging can seriously help you get noticed, build trust, and grow your brand in a way that actually means something.

So, why should you jump on the blogging bandwagon? Here are five reasons:

Boost Your SEO and Get Found on Google

(and Beyond!)

Think of it this way: Google loves fresh content. And a blog is a content machine! Every time you publish a new post, it's another chance to show up in search results and pull in organic traffic to your website.

By writing about the stuff your ideal customers are actually searching for, you can help your business climb those Google rankings and attract visitors who are already interested in what you're offering. It's a win-win.

Become the Authority in Your Industry and Build Serious Trust

Blogging is your chance to showcase your expertise. When you share helpful advice, answer those burning questions your customers have, or break down complicated topics into easy-to-understand chunks, you're positioning yourself as a trustworthy expert.

Over time, people (and potential clients!) will start to see you as the go-to resource in your field. And in a world where trust is everything, that's incredibly valuable.

Nurture Relationships and Stay on

Their Radar

A blog gives you a reason to stay in touch with your audience. Think email newsletters, social media updates, and even just popping up in their search results. When people consistently see your name attached to helpful, relevant content, they're way more likely to remember you when they actually need what you offer. It's a subtle, low-pressure way to stay connected and keep your brand top of mind.

Create a Goldmine of Shareable

Social Media Content

Everybody knows coming up with fresh social media content all the time can feel like a never-ending battle. A blog makes it a whole lot easier. Each blog post can be chopped up into social media snippets, eye-catching quotes, infographics, short videos – you name it!

It's like creating your own content library that keeps on giving. Plus, when your blog content is genuinely valuable and engaging, your audience will be way more likely to share it with their own networks.

Supercharge Your Sales and Educate

Your Customers

Don't think of your blog as just a marketing tool – it's a sales tool too! It helps potential customers make smart, informed decisions by answering their questions and tackling their concerns before they even talk to you.

A well-written blog post can do a lot of the heavy lifting for your sales team and speed up the buying process. Plus, it's a fantastic way to give your existing customers even more value from your services.

At the end of the day, a blog is more than just words on a screen. It's a strategic asset that can seriously boost your business. When you do it right, it can drive traffic, build your reputation, strengthen customer relationships, and generate leads. So, if you haven't started a blog for your business yet, what are you waiting for? Now's the time to get started!

Need a hand figuring out where to start? We can help you plan, write, and promote content that actually gets results. Let's chat and see how we can help!

Marketing Plan for a Mortgage Broker: A Step-by-Step Guide to Success

Fri, 07 Nov 2025 12:30:00 GMT

In today's competitive market, mortgage brokers face numerous challenges when it comes to attracting and retaining clients. A well-crafted marketing plan can make all the difference in achieving business growth and success. Mortgage brokers are often tasked with navigating a complex landscape of financial products, regulatory requirements, and client needs. Crafting an effective marketing strategy ensures brokers not only survive but thrive in this competitive environment.

This article will provide a comprehensive breakdown of how mortgage brokers can develop a marketing plan that drives brand visibility, attracts quality leads, and fosters long-term relationships with clients.

Understanding the Mortgage Broker Market

Mortgage brokers act as intermediaries between borrowers and lenders, helping clients find the best mortgage products suited to their needs. The role of a mortgage broker is crucial, especially as buyers often feel overwhelmed by the complexities of home loans. Understanding the market landscape is the first step in designing a marketing strategy that resonates with your target audience.

Factors such as interest rates, homeownership trends, and regional economic conditions can significantly impact the demand for mortgage services. By staying informed about these factors, mortgage brokers can tailor their marketing efforts to meet changing market demands.

Defining Your Target Audience

To effectively market your mortgage brokerage, you must first identify who your ideal clients are. Typically, mortgage brokers work with a variety of clients, including first-time homebuyers, refinancing customers, borrowers who are moving and need a new mortgage, and property investors. However, each of these groups has distinct needs and pain points that must be addressed in your marketing efforts.

For instance, first-time homebuyers may be overwhelmed by the mortgage process, requiring a broker who offers clear, simple advice and support.

Refinancing clients are often looking for better rates or terms and may need a broker who can present detailed financial comparisons. On the other hand, property investors might be more interested in loan products with flexible terms and higher borrowing limits. Understanding these different segments allows you to tailor your messaging and marketing efforts effectively.

Branding Your Mortgage Brokerage

Branding is one of the most powerful tools in building trust and credibility within the mortgage industry. As a mortgage broker, you are not just selling a financial product; you are selling trust, expertise, and reliability. Your branding efforts should reflect these values.

Start by crafting a memorable brand identity, which includes a professional logo, tagline, and color scheme that evokes trust and professionalism. Consistency is key, so ensure that your branding is reflected across all marketing materials, from your website to your business cards. A well-executed brand identity helps differentiate you from competitors and makes you more recognizable to potential clients.

Building an Online Presence

In today’s digital world, having a strong online presence is not optional—it's essential. Your website serves as the foundation for your digital marketing efforts. It’s where potential clients will first encounter your services, and it needs to make a lasting impression.

Your website should be easy to navigate, mobile-friendly, and optimized for search engines. Incorporating relevant keywords related to your mortgage services will help you rank higher in local search results, making it easier for prospective clients to find you. Additionally, provide valuable content that answers common questions about the mortgage process, such as loan requirements, interest rates, and refinancing options.

This will position you as an expert in the field, building trust with visitors and increasing the likelihood they will reach out for your services.

Search Engine Optimization (SEO) for Mortgage Brokers

SEO is one of the most cost-effective ways to increase your visibility in the digital space. For mortgage brokers, local SEO is crucial. When someone types "mortgage broker near me" into Google, you want to be the one they find.

Start by optimizing your website’s content with keywords related to mortgage services in your area.

Ensure your business name, address, and phone number (NAP) are consistent across all online platforms, including Google My Business and local directories. Encouraging happy clients to leave reviews can also improve your SEO ranking, as Google takes into account customer feedback when determining local search results.

Social Media Marketing for Mortgage Brokers

Social media platforms provide a unique opportunity for mortgage brokers to connect with potential clients on a more personal level. The key to success on social media is engagement. Posting content that educates your followers about the mortgage process, tips for first-time buyers, and industry news can help build a following.

Focus on platforms where your target audience is most active. Facebook and LinkedIn are great for reaching older, more established clients, while Instagram can help engage younger homebuyers with visually appealing posts. By being active on social media, you can foster relationships with your audience, offer valuable insights, and ultimately drive traffic to your website.

Paid Advertising Strategies

While organic efforts like SEO and social media can help grow your mortgage brokerage, paid advertising is an excellent way to generate immediate leads. Google Ads, for example, allows you to target specific keywords related to mortgage services, ensuring your ads are shown to people actively searching for a broker.

Paid social media ads on platforms like Facebook and Instagram also offer precise targeting options, enabling you to reach your ideal audience based on location, age, and interests. It’s essential to test different ads to see which ones resonate best with your audience, ensuring that your budget is spent effectively.

Email Marketing Campaigns

Email marketing remains one of the most powerful ways to nurture relationships with potential and existing clients. Create a series of automated email campaigns that provide value, such as mortgage tips, market insights, and special offers. Segment your email list to target different client groups, such as first-time buyers or those looking to refinance.

Make sure your emails are visually appealing, easy to read, and include a clear call-to-action, such as scheduling a consultation or applying for a loan. Consistent, personalized communication through email helps build trust with your audience and keeps your brokerage top-of-mind when they’re ready to make a decision.

Content Marketing for Mortgage Brokers

Content marketing is another valuable strategy for mortgage brokers. Creating high-quality content such as blog posts, articles, and videos can help educate your audience while also improving your search engine rankings.

Topics might include explaining different mortgage types, the pros and cons of refinancing, or steps to getting pre-approved for a loan. Video content is especially effective in the mortgage industry, as it allows you to explain complex concepts in a simple, engaging way. Hosting webinars or live Q&A sessions can also be an excellent way to build trust and showcase your expertise.

Referral and Partnership Marketing

Referrals are one of the most powerful ways to grow your mortgage business. Your existing clients are your best advocates, so it’s crucial to ask for referrals once a successful loan has been closed. Consider offering a referral incentive, such as a gift card or discount on future services, to encourage satisfied clients to spread the word.

Partnership marketing is another strategy that can benefit mortgage brokers. Partner with real estate agents, financial planners, and insurance brokers who can refer clients to your mortgage services. These strategic partnerships can create a mutually beneficial ecosystem where all parties grow their businesses.

Client Retention Strategies

Acquiring new clients is important, but retaining existing ones is just as critical. Offering ongoing services, such as annual mortgage reviews or refinancing consultations, keeps you connected with your clients long after their initial loan has been closed.

Creating a loyalty program can also be effective. For example, offering a discounted rate on future mortgage services for clients who refer new business helps incentivize loyalty and word-of-mouth marketing.

Analyzing Your Marketing Performance

Tracking the success of your marketing efforts is essential for continual improvement. Use analytics tools like Google Analytics to track website traffic, conversion rates, and the effectiveness of paid campaigns. Regularly analyze your social media performance and adjust your strategies based on what resonates with your audience.

By understanding which tactics work best, you can optimize your marketing efforts and invest in strategies that provide the greatest return on investment.

Conclusion

In a competitive mortgage market, a well-executed marketing plan is critical to standing out and attracting quality leads. By defining your target audience, building a strong online presence, and leveraging strategies like SEO, social media marketing, and content creation, mortgage brokers can effectively grow their business and establish themselves as trusted experts in the field. Implementing a comprehensive marketing plan that focuses on both client acquisition and retention will help ensure long-term success and profitability.

With the right strategies in place, mortgage brokers can navigate the complexities of the mortgage industry, drive business growth, and build lasting relationships with their clients.

Marketing Plan for a Loan Officer: Local Business Growth Strategy

Thu, 30 Oct 2025 10:37:34 GMT

In the ever-evolving financial services industry, being a loan officer is not just about understanding the intricacies of loans, rates, and terms. It’s about building relationships, establishing trust, and consistently providing value to potential homebuyers, investors, and anyone seeking mortgage-related advice.

To thrive as a loan officer, a well-structured marketing plan is essential. A marketing plan for a loan officer doesn’t just focus on reaching new clients—it’s about nurturing relationships, establishing a reputation as a local expert, and driving consistent growth through strategic marketing initiatives.

Why a Marketing Plan is Crucial for a Loan Officer

A loan officer’s ability to succeed in a competitive marketplace depends largely on how effectively they can market themselves. It’s not enough to simply rely on word-of-mouth or referrals from existing clients. While these are a key lead source, having a marketing plan that attracts new clients, builds visibility, and establishes authority in the community is what truly drives long-term success.

Loan officers are often in a position where their client base is highly dependent on local market dynamics—whether it’s first-time homebuyers, real estate investors, or individuals seeking refinancing options. Therefore, creating a marketing plan that speaks directly to the local audience is vital. By tailoring your marketing efforts to meet local needs, you can position yourself as the go-to expert and trusted advisor in your area.

In this article, we’ll explore how to create a comprehensive and effective marketing plan for a loan officer, with actionable strategies that can increase visibility, build your brand, and attract more business in your local market.

Understanding Your Audience: Who Are Your Ideal Clients?

Before diving into specific marketing strategies, it’s important to understand who you are trying to reach. For a loan officer, this means identifying your ideal client base. A solid marketing plan is built on a foundation of knowing exactly who your audience is and what their specific needs are.

First-Time Homebuyers

First-time homebuyers are often the most in need of guidance and education. Many are navigating the mortgage process for the first time and require a loan officer who can explain everything in simple, digestible terms. For these clients, being a trusted advisor is paramount.

Real Estate Investors

Investors often require more specialized loan products, and they need a loan officer who understands the nuances of investment properties, rental income, and creative financing options. These clients may be looking for quick, flexible financing, and you’ll need to showcase your expertise in handling these types of deals.

Refinancers

Clients looking to refinance their existing mortgage will have different needs than a first-time homebuyer. These individuals may be looking for better rates, different loan terms, or the ability to consolidate debt. Your marketing plan should emphasize your ability to offer tailored solutions for refinancing.

By segmenting your target audience, you can create more specific marketing messages that resonate with the individual needs of these groups.

Crafting Your Unique Selling Proposition (USP)

What makes you stand out from the competition? Why should someone choose your services over others in the area? These are the questions your unique selling proposition (USP) seeks to answer. Your USP should clearly articulate the value you provide and why clients should trust you with their mortgage needs.

Some examples of a loan officer’s USP could include:

Speed and Efficiency: “We offer quick and easy pre-approvals, so you can get into your dream home faster.”

Specialization: “Specializing in first-time homebuyers—helping you secure the best rates with a simple, straightforward process.”

Customer Service: “We go the extra mile to make sure you understand every part of your loan, so you can make informed decisions.”

Your USP should be front and center in all of your marketing materials, from your website to your social media pages, to ensure clients immediately understand what you offer that others don’t.

Establishing Your Online Presence

In today’s digital age, having a robust online presence is no longer optional—it’s essential. Your website and social media profiles are often the first places potential clients will interact with your brand, and it’s vital that these platforms are optimized to both inform and engage.

Website Essentials for a Loan Officer

A professional, easy-to-navigate website should be the cornerstone of your online presence. Your website should offer the following:

About You: Provide a clear, concise bio that explains your experience, services, and unique selling points. This builds trust and credibility.

Loan Services: Clearly list the types of loans you offer, including fixed-rate, adjustable-rate, FHA, VA, and others. Include explanations of each loan type, so visitors can understand their options.

Lead Generation Forms: Make it easy for potential clients to reach you by including contact forms and calls-to-action (CTAs) on every page. These forms should be simple and lead to an easy follow-up process.

Client Testimonials and Reviews: Showcase testimonials from satisfied clients to provide social proof. Positive reviews build trust and show potential clients that others have had successful experiences working with you.

Local SEO and Online Visibility

SEO (search engine optimization) is the practice of improving your website’s ranking on search engines like Google. A loan officer who is easily found online will naturally attract more business.

For local SEO, make sure you:

Claim and Optimize Your Google My Business Listing: This is one of the best ways to improve your visibility in local searches. Ensure that your contact information, hours, website, and business description are accurate and up-to-date.

Focus on Local Keywords: Use location-specific keywords throughout your website content. For example, if you're based in Chicago, use phrases like “mortgage loan officer in Chicago” or “Chicago home loan specialist.”

Create Local Content: Write blog posts about the local real estate market, trends, or even spotlight local events. This content not only improves SEO but also connects you with your local community.

Content Marketing: Providing Value through Educational Content

One of the most effective ways to attract and retain clients is by offering educational content that answers questions, provides insights, and offers real value. For loan officers, content marketing can take many forms, including blogs, videos, infographics, and webinars.

Blogging

A regularly updated blog can help you showcase your knowledge while answering common questions from potential clients. Topics could include:

How to get pre-approved for a mortgage

The difference between a fixed-rate and adjustable-rate mortgage

Common mistakes to avoid when buying your first home

Blogs also help your SEO efforts by allowing you to rank for keywords related to mortgages, home loans, and other relevant terms.

Video Marketing

Video marketing is increasingly popular and incredibly effective. A video that explains the loan application process or provides advice on improving a credit score can engage potential clients in a way that text alone can’t. Video content is highly shareable on social media and can give a personal touch to your services.

Webinars and Workshops

Hosting webinars or workshops for first-time homebuyers or those looking to refinance can help you position yourself as a local expert. These events give you the opportunity to connect with prospective clients, answer their questions in real-time, and establish trust.

Social Media Strategy: Engaging Your Local Community

Social media is one of the most powerful tools available to loan officers, offering a direct line of communication with local potential clients. Platforms like Facebook, Instagram, LinkedIn, and even YouTube allow you to engage with your community in meaningful ways.

Facebook and Instagram: Share client success stories, tips on homebuying, and posts about the local real estate market. Both platforms also allow you to run paid advertisements targeted to specific demographics and locations.

LinkedIn: Establish yourself as a professional in the industry by sharing relevant articles, writing posts, and connecting with other local professionals. LinkedIn is particularly valuable for B2B marketing and referrals.

YouTube: Create short, educational videos explaining the loan process or answering frequently asked questions. Video content humanizes your brand and builds trust.

Networking and Building Local Partnerships

While digital marketing is important, never underestimate the power of in-person networking. Building strong relationships with local real estate agents, homebuilders, attorneys, and other professionals can create a steady stream of referrals.

Partner with Real Estate Agents: Realtors are often the first point of contact for homebuyers. By working closely with real estate agents, you can build referral partnerships that benefit both parties. Offer to educate their clients about the mortgage process, and in return, you can receive leads.

Attend Local Events: Sponsoring or attending local events like charity functions, homebuyer seminars, or community festivals can increase your visibility and help you establish a personal connection with potential clients.

Host Workshops: Collaborating with real estate agents and homebuilders to host workshops can demonstrate your expertise while fostering relationships within your community.

Client Testimonials and Referrals: Building Trust through Social Proof

Word-of-mouth referrals are one of the most powerful marketing tools for a loan officer. Satisfied clients will often recommend your services to friends, family, or colleagues. The key to maximizing referrals is to deliver exceptional service consistently and encourage clients to share their experiences.

Ask for Reviews: After closing a loan, ask your satisfied clients to leave positive reviews on Google, Yelp, and other platforms.

Incentivize Referrals: Offering a small incentive, such as a gift card or discount, for successful referrals can encourage your clients to recommend your services.

Measuring the Effectiveness of Your Marketing Plan

As you implement your marketing plan for a loan officer, it’s essential to track its success. Monitoring the results of your campaigns allows you to see which strategies are working and which need adjustments.

Track Website Analytics: Use tools like Google Analytics to track website traffic, user behavior, and conversion rates.

Measure Social Media Engagement: Monitor how your posts perform and adjust your content accordingly to ensure you’re engaging with your local community.

Client Conversion Rates: Keep track of how many leads turn into clients. This will help you determine the effectiveness of your lead generation strategies.

Conclusion

A well-executed marketing plan for a loan officer can make a significant difference in how you reach and serve clients. By understanding your audience, creating an online presence, providing valuable content, networking locally, and building trust through excellent service, you can position yourself as the go-to mortgage expert in your community.

This comprehensive approach not only helps you attract new clients but also builds lasting relationships that will continue to fuel your success for years to come.

Reverse Mortgage Marketing: A Guide to Reaching Your Target Audience

Thu, 30 Oct 2025 10:19:09 GMT

Reverse mortgages have become an increasingly popular financial product for seniors looking to tap into the equity of their homes, providing them with a reliable source of income during their retirement years. However, despite their growing popularity, many homeowners remain unaware or hesitant about reverse mortgages due to common misconceptions or lack of understanding. As the reverse mortgage industry continues to expand, marketing these products effectively is essential for financial institutions and lenders to reach their target audience, build trust, and ultimately drive sales.

This comprehensive guide will delve into the intricacies of reverse mortgage marketing, offering valuable insights on how to develop an effective strategy and connect with potential clients.

Understanding Reverse Mortgages: The Basics

Before diving into the world of reverse mortgage marketing, it’s essential to fully grasp what a reverse mortgage is and how it works.

A reverse mortgage is a unique type of loan that allows homeowners, typically aged 62 or older, to convert part of the equity in their home into cash. Unlike a traditional mortgage where monthly payments are required, a reverse mortgage doesn’t require repayment until the homeowner sells the property, moves out, or passes away. This feature makes it an attractive option for seniors who want to supplement their retirement income, cover healthcare expenses, or simply age in place without worrying about monthly mortgage payments.

In many cases, the loan proceeds are paid out as a lump sum, monthly payments, or a line of credit, depending on the homeowner’s needs. There are three main types of reverse mortgages:

Home Equity Conversion Mortgages (HECMs): These are federally insured reverse mortgages that are widely available to seniors.
Proprietary Reverse Mortgages: These are private loans offered by financial institutions, often for higher-value homes.
Single-Purpose Reverse Mortgages: These are typically offered by state or local government agencies and are often used for a specific purpose, such as home repairs.

While reverse mortgages offer many benefits, they are also subject to a variety of regulations and can be complex. As such, it’s crucial for reverse mortgage marketers to educate potential clients, dispelling myths and providing clear information on how the product works and how it can benefit them.

Why Reverse Mortgage Marketing is Essential

The need for reverse mortgage marketing has never been more crucial. As the population of seniors continues to grow, more and more homeowners are looking for ways to leverage their home equity to secure their financial future. In fact, the number of reverse mortgage loans in the United States has increased substantially over the past few decades.

However, many seniors remain skeptical of reverse mortgages due to misconceptions about debt accumulation, the effect on heirs, or concerns about losing their homes.

Effective reverse mortgage marketing is the solution to these concerns. By educating the public, addressing fears head-on, and offering valuable, reliable information, financial professionals can build trust and encourage prospective clients to consider this financial product. As more people age, reverse mortgages can offer them a viable option for staying in their homes and enjoying a comfortable retirement.

Key Elements of Reverse Mortgage Marketing

To successfully market reverse mortgages, financial institutions must focus on several key elements that will help them connect with their target audience. Below are some of the most important aspects to consider when developing a reverse mortgage marketing strategy.

Educating Your Audience

Seniors often have many questions about reverse mortgages, ranging from how they work to whether they are the right option for their specific situation. Creating educational content that answers these questions can position you as a trusted resource and make the decision-making process easier for potential clients. Content marketing can take many forms, such as blog posts, videos, webinars, eBooks, or even in-person seminars.

By breaking down the complexities of reverse mortgages and clearly explaining how they work, you help alleviate common fears and uncertainties. Simple and easy-to-understand resources will ensure that your audience feels informed and confident in their decision.

Leveraging Local Marketing

Reverse mortgage marketing is particularly effective when targeted locally. Seniors often prefer to work with businesses they know and trust, which is why focusing on local marketing efforts can yield great results. Whether through community events, local advertising, or partnerships with other local businesses (such as real estate agents or financial advisors), establishing a strong local presence helps you connect with potential clients on a personal level.

By hosting informational seminars or workshops within your community, you provide an opportunity for seniors to ask questions in a comfortable, face-to-face setting. This personal approach can build trust and foster strong relationships, making it easier for seniors to consider a reverse mortgage.

Building Trust and Credibility

Trust is one of the most important factors in the reverse mortgage decision-making process. Homeowners are often wary of loans and financial products, especially when it comes to their home and retirement savings. It’s crucial for reverse mortgage marketers to focus on building trust through transparency, education, and personalized service.

Including client testimonials, success stories, and reviews on your website or marketing materials can help show prospective clients that others have successfully used reverse mortgages to improve their financial situation. Social proof plays a significant role in creating credibility and demonstrating the value of the product.

Addressing Common Misconceptions

There are several misconceptions surrounding reverse mortgages that may deter homeowners from considering them. Some common myths include:

“I’ll lose my home.” Many seniors believe that by taking out a reverse mortgage, they’ll lose ownership of their home. In reality, as long as the homeowner lives in the house and continues to meet the loan requirements, they retain ownership of the property.
“The debt will accumulate quickly and I won’t be able to pay it off.” While reverse mortgages do accrue interest over time, the loan is repaid when the homeowner sells the property or passes away. The home is typically sold to cover the loan, and if the sale doesn’t cover the debt, the homeowner’s heirs are not responsible for paying the difference (this is called “non-recourse” protection).
“My heirs will get nothing if I take out a reverse mortgage.” While the reverse mortgage will be repaid when the homeowner passes away, any remaining equity after the loan is repaid will go to the homeowner’s heirs.

Addressing these and other misconceptions through clear, honest marketing is essential to dispelling fears and helping seniors make well-informed decisions.

Effective Marketing Channels for Reverse Mortgages

There are several channels available for marketing reverse mortgages, each offering unique advantages. Below are some of the most effective marketing channels for reverse mortgage professionals.

Digital Marketing and SEO

The digital landscape offers numerous opportunities to market reverse mortgages to potential clients. Search Engine Optimization (SEO) plays a vital role in making sure your website ranks high on search engine results pages for relevant queries such as “reverse mortgage options near me” or “how to get a reverse mortgage.” SEO tactics include optimizing your website with relevant keywords, ensuring your site is mobile-friendly, and creating high-quality content that answers users’ questions.

Additionally, using pay-per-click (PPC) advertising can help drive traffic to your website from individuals who are actively searching for reverse mortgage information. By targeting specific keywords and demographics, you can ensure that your ads are seen by those who are most likely to convert.

Social Media Marketing

Social media platforms, especially Facebook, are great for reaching seniors and their families. With a well-targeted social media strategy, you can engage with users, share educational content, and answer questions about reverse mortgages. Social media also allows you to showcase client success stories, share useful resources, and promote local events or webinars.

Using paid social ads can also be an effective way to reach your target audience. By setting up detailed targeting parameters based on age, location, and interests, you can ensure that your message reaches seniors who may be considering a reverse mortgage.

Email Marketing

Email marketing is a powerful tool for nurturing leads and keeping prospective clients informed. By collecting email addresses through your website or events, you can build an email list of interested individuals and send them regular newsletters, updates, and educational materials about reverse mortgages.

An effective email marketing campaign can help keep your audience engaged and informed while building trust over time. Be sure to use a personal touch in your emails, addressing recipients by name and offering helpful resources tailored to their needs.

Measuring the Success of Reverse Mortgage Marketing

As with any marketing strategy, it’s essential to measure the effectiveness of your reverse mortgage marketing efforts. Tracking key performance indicators (KPIs) such as website traffic, conversion rates, and lead generation helps you determine what’s working and where improvements can be made.

Additionally, regularly reviewing customer feedback through surveys, reviews, or direct conversations with clients can provide valuable insights into how your marketing messages are being received and where you can further refine your approach.

Conclusion

Reverse mortgage marketing is a powerful tool for financial institutions looking to connect with seniors and provide them with valuable financial solutions. By focusing on education, building trust, and addressing common misconceptions, reverse mortgage marketers can create effective campaigns that resonate with their target audience. Whether through digital channels, local outreach, or a combination of both, the key to success lies in offering transparency, compassion, and personalized service.

As the market continues to grow, reverse mortgage marketing will evolve, but the fundamental principles of trust-building, education, and clear communication will always be at the core of any successful marketing strategy. With the right approach, reverse mortgages can become a lifeline for seniors looking to enhance their financial security and enjoy a worry-free retirement.

How to Create Social Media Content During the Holidays Using AI

Wed, 01 Oct 2025 19:22:40 GMT

(Without Losing Your Mind)

Ah, the holidays. A time for family, food, twinkle lights — and for small business owners, a little bit of marketing panic.

Between wrapping gifts and closing out the year, you’re supposed to come up with clever social media posts that keep your business visible and festive — without sounding pushy or cheesy.

Good news: you don’t have to do it all yourself. This is where a little AI magic (hello, that’s — ChatGPT!) can help you plan, write, and polish your holiday content so you can spend less time staring at a blinking cursor and more time sipping hot cocoa. AND - it's free!

Let’s make this easy and even a little fun.

Know Your Audience — B2B vs. B2C

Before we dive into what to post, let’s get clear about who you’re talking to.

If your business sells to other businesses (B2B) — think consultants, mortgage professionals, web designers, or HR firms — your audience is likely in “year-end mode.” They’re wrapping up projects, looking ahead to Q1, and maybe doing a little reflecting on how the year went.

If your business sells to consumers (B2C) — like retail, restaurants, real estate, or personal services — your followers are busy holiday shoppers and planners. They want convenience, connection, and a dash of inspiration.

Your tone and content will shift depending on which group you serve. Here’s a simple way to think about it:

Audience - B2B (Business to Business)

Focus - Relationship building, gratitude, insights for the new year

Holiday Content Style - Warm, reflective, professional

Audience - B2C (Business to Consumer)

Focus - Emotion, visuals, helpful tips, sales or promotions

Holiday Content Style - Fun, festive, personal

Keep that in mind as we go through the platforms.

Choose the Right Platforms (and Don’t Try to Be Everywhere)

You don’t have to post on every social media platform under the sun. Focus on where your audience spends time and where you can show up consistently.

Here’s a quick breakdown of the “big four” with some tips for holiday content:

�� LinkedIn — Best for B2B

If your business serves professionals, this is your digital holiday party.

What to post:

A heartfelt message of gratitude to your clients, partners, or team
A short reflection post on what you learned this year
Tips for planning a strong new year (this could tie back to your services)
A “Year in Review” carousel — share milestones, new services, or lessons learned

Example prompt for ChatGPT:

“Write a warm, 3-paragraph LinkedIn post for a small business consultant thanking clients for a great year, highlighting one lesson learned in 2025, and encouraging business owners to plan ahead for 2026.”

�� Facebook — Best for B2C (but still good for community-based B2B)

Think of Facebook as your friendly neighborhood bulletin board.

What to post:

Photos or videos showing behind-the-scenes fun at your business
Customer appreciation posts
Holiday hours, gift guides, or “staff favorites”
A feel-good story (like a community donation or client success story)

Example prompt for ChatGPT:

“Write a friendly Facebook post for a local gift shop thanking customers for their support this year, highlighting a few favorite holiday items, and inviting them to shop small this weekend.”

❄️ Instagram — Best for visual storytelling (B2C and creative B2B)

This is where you show, not tell. It’s all about the vibe.

What to post:

Photos of your products, services, or workspace decorated for the holidays
Reels with quick tips, transformations, or “how we celebrate” themes
Simple quote graphics with motivational or holiday-themed messages
Customer photos or testimonials (with permission)

Example prompt for ChatGPT:

“Write a short, engaging Instagram caption for a small café showing their holiday drinks menu. Make it sound cozy and include 3 relevant hashtags.”

�� X (Twitter) — Best for short updates or quick thoughts

If you’re already active here, keep it simple. If you’re not — skip it for now. Seriously.

What to post:

Quick tips or fun facts related to your business
Countdown-style posts (“3 days left for holiday orders!”)
Motivational or gratitude messages

Example prompt for ChatGPT:

“Write 3 short, tweet-length holiday tips for a small business coach, each under 280 characters.”

Mix It Up — Don’t Just Sell

One of the biggest mistakes business owners make during the holidays is turning their feed into one long advertisement. Nobody wants that.

Instead, think in terms of content balance — aim for a healthy mix of:

�� Give: Share free value like tips, advice, or checklists.
�� Connect: Post something personal, like what you’re grateful for or how your business celebrates the holidays.
�� Promote: Sprinkle in your offers, sales, or reminders.

A good formula to follow is 40% value + 40% connection + 20% promotion.

ChatGPT prompt idea:

“Create a 2-week social media content plan for a local service business that includes 40% educational, 40% personal, and 20% promotional posts for the holidays.”

Batch Your Content (So You Can Actually Take Time Off)

You don’t need to post every single day — and you definitely don’t need to write posts from scratch each morning.

Use ChatGPT to help you brainstorm and write your content in batches.

Here’s a simple workflow:

Pick 3 themes (gratitude, year-end reflection, gift ideas, etc.)
Ask ChatGPT to write several posts under each theme for your platforms
Schedule them ahead using tools like Buffer, Later, or Meta Business Suite

That way, your pages stay active even when you’re away enjoying family time (or that extra slice of pie).

Be Authentic (and Human!)

The holidays are a great time to show the human side of your business.

People connect with people — not logos. So don’t be afraid to:

Share a personal reflection or thank-you message
Post a team photo or funny behind-the-scenes moment
Highlight a favorite holiday tradition or recipe
Shout out other small businesses you love

Your followers will remember how your posts made them feel far more than what you tried to sell them.

Use ChatGPT as Your Creative Sidekick

If you ever get stuck, just ask ChatGPT for help.

You can say things like:

“Write a friendly holiday post for my [type of business].”
“Give me 5 ideas for Instagram Reels about [topic].”
“Help me write a short thank-you message to clients that doesn’t sound cheesy.”

Think of ChatGPT as your brainstorm buddy who never gets tired, never runs out of ideas, and always keeps your coffee cup full (well… almost).

Add Your Own Voice

AI can write, but you bring the heart. Once you get your draft from ChatGPT:

Read it out loud
Adjust the tone so it sounds like you
Add a personal story or example

Even just one sentence like “I started this business to help families worry less about [whatever problem you solve]” can make your post feel warm and genuine.

Keep It Simple, Consistent, and Kind

Social media doesn’t have to be complicated. During the holidays — when everyone’s attention is scattered — simplicity wins.

Here’s your holiday content checklist:

✅ Pick 2 platforms
✅ Create 2–3 posts per week
✅ Focus on gratitude, stories, and light offers
✅ Ask ChatGPT for help when you’re stuck
✅ Post consistently through New Year

That’s it. No need to overthink it.

The holidays are about connection — and that’s exactly what social media is for.

Whether you’re posting a heartfelt message on LinkedIn or sharing a cozy photo on Instagram, your goal is the same: remind people that behind your business is a real human who cares.

So, grab yourself a peppermint mocha, open up ChatGPT, and let’s get your business shining online this season — without the stress.

Marketing for Loan Officers: Building a Strong Local Presence

Mon, 07 Jul 2025 11:00:46 GMT

Marketing for a loan officer is an essential part of growing and sustaining a successful mortgage business. In an industry where competition is fierce, it’s vital for loan officers to develop effective strategies that set them apart, build their credibility, and ultimately grow their client base. Whether you’re just starting your career or are an established professional looking to expand your reach, understanding the ins and outs of marketing is crucial.

This guide will provide you with actionable insights on how to market yourself effectively as a loan officer, with a special focus on local marketing strategies. From building a strong personal brand to leveraging digital marketing tools, we’ll cover everything you need to know to succeed in today’s competitive mortgage landscape.

Understanding the Role of a Loan Officer

Before diving into the specifics of marketing, it’s important to understand the essential role that a loan officer plays in the home-buying process. A loan officer acts as the intermediary between lenders and borrowers. They assist individuals and businesses in securing loans for a variety of purposes, including home purchases, refinancing, and debt consolidation.

But beyond simply processing loan applications, loan officers must also educate their clients about different loan products and help them navigate the often confusing financial landscape. This means that a successful loan officer not only needs to be knowledgeable but also needs to build trust and rapport with their clients. That’s where effective marketing comes in.

Why Marketing is Essential for a Loan Officer

Marketing for a loan officer goes beyond just promoting mortgage products—it’s about creating a reputation as a reliable, knowledgeable, and approachable professional in your local community. With so many options available to borrowers, the goal is to ensure that when someone is looking for mortgage assistance, they think of you first.

Here’s why marketing is so critical:

Differentiation : The mortgage industry is crowded. Marketing helps you stand out by showcasing what makes you unique.

Trust Building : Marketing isn’t just about getting leads; it’s about fostering trust and building relationships, which are essential in a business that relies heavily on client referrals.

Visibility : As a loan officer, you need to be visible to your target audience. Effective marketing increases your chances of being found by clients in your local area.

Client Acquisition : Good marketing campaigns can turn prospects into clients. Whether through social media, email marketing, or community events, there are numerous ways to capture the attention of potential borrowers.

Identifying Your Target Audience

Before embarking on a marketing campaign, it’s crucial to identify your target audience. For a loan officer, the client base can vary, but generally, your primary audience will consist of homebuyers, homeowners looking to refinance, and businesses seeking commercial loans.

First-Time Homebuyers : These individuals are looking for guidance through the home buying process. They may have little experience with mortgages and will appreciate educational resources and a guiding hand.

Repeat Homebuyers : Individuals who have purchased homes in the past but are looking to either upgrade or downsize. This group may be more knowledgeable about the process but still requires professional assistance.

Homeowners Looking to Refinance : People looking to lower their monthly payments, change their loan terms, or tap into their home equity for other purposes. They are likely motivated by market conditions or personal circumstances.

Investors : Real estate investors who may need commercial loans or other specialized financing products.

Understanding the needs of each of these groups allows you to craft targeted marketing strategies that speak to their unique pain points.

Creating a Strong Personal Brand

Building a recognizable and reliable personal brand is an essential part of marketing for a loan officer. Your personal brand will be the face of your marketing campaigns and will help you build trust within your community. Here are a few tips for creating an unforgettable brand:

Define Your Unique Selling Proposition (USP)

Your USP is what sets you apart from other loan officers. It’s the value you bring to your clients that no one else does. This could be your deep knowledge of local real estate trends, your ability to simplify the mortgage process, or your personalized customer service. Define what makes you different and make sure this is clear in all of your marketing materials.

Consistent Branding Across Platforms

Whether it’s your business card, website, or social media page, ensure that your branding is consistent. Use the same color palette, logo, and messaging across all platforms to reinforce your identity and make your brand easily recognizable.

Professionalism

Your reputation as a loan officer is critical, and you need to maintain professionalism in everything you do. This includes having a polished website, well-crafted marketing materials, and a professional social media presence.

Online Marketing for Loan Officers

The digital age has transformed how loan officers approach marketing. A strong online presence is essential for attracting new clients and maintaining relationships with existing ones. Below are key digital marketing strategies that every loan officer should implement.

Optimize Your Website for Local SEO

When people are looking for mortgage services in their area, they often start with a Google search. This is where Search Engine Optimization (SEO) becomes essential. SEO is the process of optimizing your website so that it ranks higher on search engine results pages (SERPs), making it easier for local clients to find you.

Key strategies for local SEO include:

Keyword Research : Use local keywords such as “home loan officer in [Your City]” or “mortgage refinancing in [Your Neighborhood].”

Google My Business : Claim and optimize your Google My Business profile to improve your local search visibility. This allows clients to find your business more easily and provides important information such as location, contact details, and reviews.

Content Marketing : Create blog posts and guides targeting local topics and concerns related to mortgage services. For example, you might write a post about “First-Time Homebuyer Programs in [City].”

Leverage Social Media Platforms

Social media is a powerful tool for connecting with local clients. By sharing relevant content, engaging with followers, and providing helpful tips, you can establish yourself as an authority in your field.

Facebook and Instagram : These platforms are perfect for sharing success stories, customer testimonials, and promotional materials. They also allow you to run highly-targeted ads, which can be very effective for generating leads.

LinkedIn : LinkedIn is especially useful for networking with other real estate professionals and building relationships that can lead to referrals.

YouTube : Create educational videos that explain various mortgage processes or showcase customer success stories. Video content is more engaging and can help build trust.

Email Marketing Campaigns

Email marketing remains one of the most effective ways to nurture leads and maintain relationships with past clients. Here are some email marketing strategies for loan officers:

Email Newsletters : Provide valuable updates on mortgage rates, industry news, and tips for homebuyers. This keeps your clients informed and reinforces your credibility.

Drip Campaigns : Set up automated email sequences that guide leads through the loan process, providing helpful resources at each stage.

Personalized Emails : Sending personalized emails can go a long way in strengthening client relationships. Personalized messages show clients that you value them and their specific needs.

Offline Marketing Strategies for Loan Officers

While digital marketing is crucial, offline marketing strategies should not be overlooked. Local community engagement and face-to-face interactions can significantly boost your reputation and build long-lasting relationships.

Networking and Referrals

As a loan officer, you will likely work closely with real estate agents, attorneys, accountants, and other professionals. Networking with these individuals can lead to valuable referrals. Attend local industry events, host lunch-and-learns, or collaborate on community outreach initiatives. Building a strong network of local professionals can help you tap into new business opportunities.

Community Involvement

Being active in your local community is a great way to build brand recognition. Consider sponsoring local events, hosting free homebuyer seminars, or partnering with local charities. When people see you contributing to the well-being of the community, they are more likely to trust you when they need financial advice.

Hosting Seminars and Workshops

Consider hosting seminars and workshops where you can educate prospective clients about the home-buying process, mortgage options, or credit scores. This not only helps you build authority in your field but also provides potential clients with valuable information that can guide their decisions.

Measuring and Adjusting Your Marketing Strategy

To ensure that your marketing efforts are successful, it’s essential to measure the effectiveness of your campaigns. Use tools like Google Analytics to track website traffic and conversion rates. Monitor social media engagement to see which posts are resonating with your audience.

Based on the data you collect, adjust your strategy. If a particular advertising campaign is performing well, consider expanding it. If a certain marketing tactic isn’t yielding the desired results, try something else. Marketing is an ongoing process that requires constant adaptation and improvement.

Conclusion

Marketing for a loan officer is a multifaceted approach that requires both online and offline efforts. By building a strong personal brand, utilizing digital marketing tools like SEO and social media, and engaging with your local community, you can effectively attract new clients and establish long-term relationships. Remember, the goal of marketing for a loan officer is not just to generate leads but to build trust, become a local expert, and create lasting value for your clients.

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How to Use Facebook Messenger to Build Your Business

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Handling LinkedIn Connection Requests

Thu, 02 Apr 2020 00:58:00 GMT

Three Things to Ask Yourself Before You Accept a LinkedIn Connection Request

As you probably know by now, LinkedIn is one of my favorite lead generation and networking platforms. There are several reasons for this:

When LinkedIn first launched, there was a mentality that you:

A: Only connect with people with whom you work, worked or went to school.

B: Only used it when you were in the job market or recruiting.

Over the years, however, the social networking platform has evolved. It seems that LinkedIn wants people to network and utilize all the perks to grow your community and ultimately, use it as a CRM (Sales Navigator). You have the ability to connect on the first level with up to 30,000 people! Do you have a strategy for this yet?

Know When to Accept the LinkedIn Connection Request

First, let’s be clear – you don’t have to accept every connection request, nor do you need to follow LI’s suggested “people you may know” for connections. So, how do you know which requests to accept? Here are the three things I ask myself:

Are they in my industry (competitors) or my target industry (prospects)?

I get about a dozen or so LinkedIn connection requests every day. It still surprises me when I see my competitors asking me to connect…Ahem. Um… Mr. Competitor, why do you want to connect with me? No offense, but I don’t want to connect with you unless one of the following is true:

It’s the same in every industry. If you’re a Realtor, why would you want to connect with other Realtors? If you are an event photographer, why connect with other photographers?? Why wouldn’t you want to connect with your target audience?

I suggest you take some time to consider who that target audience is and refine your behavior accordingly. Check out our article to learn how and why to clean your LinkedIn connections .

It’s OK to click the “ignore” option when viewing the request. Just don’t be an ass and click the “I don’t know this person”. That can get the other person temporarily banned and there’s no need to do it unless they are stalking you. But that’s a whole different blog topic!

Now, I do realize that LinkedIn encourages these types of connections. But you must realize they have an algorithm that automatically suggests connections based on your title, industry, current connections and behaviors. You have our permission to be a rebel and use that algorithm to your advantage!

Can they help me or I them?

The real reason for networking on LinkedIn is to find people who either need your product/service or can help you be better at the things you do. There should be a reason to connect on one side or the other, or even better, on both sides. Example: I had a Realtor reach out to me for web design help and she ended up selling me a home in my new location. See how synergistic it can be?

On the other hand, if someone from the oil industry is just trolling for babes or gives out the creeper vibe, that is NOT synergistic. (True story…several times over!)

If there is no obvious opportunity to collaborate, learn from, sell to, buy from, or shoot the breeze with the person, don’t connect.

Are they in a desired, targeted location for your business?

Finally, if you are a location-based only business in the US, why would you accept a connection request from someone far away, such as Africa or China? But if you are an international business who can work with anyone anywhere, this type of connection may make sense.

This goes back to your target audience. When you truly know with whom you want to do business, it’s easy to say yes or no to a connection request.

Remember – it’s not the volume of connections in your LinkedIn account, but rather, the quality. Ten perfectly targeted connections with a high possibility of closing is far better than one thousand connections you don’t stand a chance to do business with.

Want to speak to one of our team members to see how we can help you grow your targeted connections? Feel free to schedule a time via our online calendar. Or, better yet, get started by completing our LinkedIn discovery form here.

Why and How to Clean Your LinkedIn Connections

Wed, 30 Oct 2019 19:17:00 GMT

If you’re like most early adopters of LinkedIn, you may have utilized the platform for your job search, recruiting or connecting with old coworkers. Over the years, the platform has changed quite a bit, evolving into a robust professional networking and social selling machine. You may find yourself connected to people that no longer serve […]

Lead Generation – You’re Doing it Wrong

Sun, 07 Jul 2019 21:02:00 GMT

Remember that old scene from the movie, Mr. Mom where the father, Jack, has to drop off the kids at school for the first time and everyone is honking at him and telling him “you’re doing it wrong”? It’s as if you can feel his embarrassment and horror at driving in the driveway incorrectly when it’s pouring down rain.

Fast forward to today and you know how you receive daily cold LinkedIn messages or emails that begin with a pitch? Don’t you just want to tell them, “you’re doing it wrong”?! I do. Every. Single. Day.

In this day of “give value first” these cold pitches seem even more annoying. Some of them don’t even make sense or are downright rude.

My Favorite Lousy Cold Pitches

Here are some real messages I’ve received recently from people I don’t know:

“We’re accepting 3-5 new clients this month.”

“You haven’t answered my email”

“I am available to call you Thursday at 10:00 am.”

“I a excellent writer” (typo intended – this email was sent from a non-US writer trying to get my business)

“I haven’t heard back from you – this is my last attempt to set up a time to talk on the phone” (oooh, scary!)

“Are you in the market for a new website? We’re an India based web design company…” (uh…really? Selling websites to a web design company??!!)

Seriously – these are messages I’ve received from strangers trying to sell me something. Now, I believe in social selling – in fact, it’s the number one way I get new clients. When I first started using LinkedIn for lead generation, I was a little over-zealous and listened to one salesperson’s suggestion for how to pitch via direct message as soon as someone connects.

I carefully wrote my “thank you for connecting” message, including a link to my calendar. And it did work – I regularly had 5-7 new appointments every month. I got the occasional flaming response, but I felt the upside response was worth it.

This was several years ago and today, LinkedIn messaging has been oversold by gurus who want you to buy their programs. Everyone seems to have the same messaging and it’s all a sales pitch right out of the gate.

Being on the receiving end of these LinkedIn messages AND direct emails from people who have connected with me on LinkedIn, I can say to 90% of the senders that they are indeed, doing it wrong.

How to fix your bad pitching

Here’s how to fix it.

A few things to remember:

Make sure you’re not “doing it wrong” and you should see much better results from your lead generation efforts! Want our help? Click here to learn more about our LinkedIn Lead Generation service .

How Blogging Helps Your Bottom Line

Fri, 05 Jul 2019 22:48:00 GMT

I’m often asked why blogging is important and how it can help your bottom line. Thanks to Neil Patel of QuickSprout , you can view some measurable ways in which blogging can help your business financially. Enjoy this beautiful infographic full of good stats.

To learn how Wordflirt can help you with your blogging strategy and overall content marketing, visit our social media pages.

Quick Sprout

Is it time to delete your Facebook account?

Sun, 07 Apr 2019 21:26:00 GMT

Unless you’ve been hiding under a rock, you’re familiar with what has happened over at Facebook, with the disclosure of Facebook not just giving access to your data to Cambridge Analytica, but allowing them access to all of your FRIENDS data without their permission!

Your personal data is kind of like bad words you’ve said to your spouse; once it’s out there, it’s out there; you can only mitigate the effects.

So what do you do?

You can get a password manager to keep track on your new passwords.

We won’t tell you whether or not to continue using Facebook or any other social media platform, but we WILL tell you to be cautious about what you share with others and make sure you have protection in place.

Source: https://cnnmon.ie/2R05UAv

How to Market Live Events

Thu, 28 Feb 2019 20:05:00 GMT

I recently wrote an article on LinkedIn that discusses my experience with hosting live events. I had little experience in this area prior to the last 6 months, so I thought I’d share my takeaways with you, with a focus on marketing the events to get good attendance.

In summary, there are many FREE event marketing tools available, plus the usual paid options. Check out my article on LinkedIn for the full list of recommendations and please share it with your connections if you feel they can benefit! Click here to read the article.

Email Marketing is Still a Thing

Sat, 05 Jan 2019 01:23:00 GMT

Is Email Marketing Dead?

Have you heard that email is dead and social media is the place to be? Social media is a great way to connect with people and share your messages, however, before you ditch your email marketing efforts, here are a few things to consider:

We send out a monthly newsletter for a number of our clients who report nearly instantaneous clicks, inquiries and sales. There appear to be good results from a bare minimum effort.

How to Start Email Marketing

Target Audience

Do you already have a list? Do you need to build one? Some people have a stack of business cards that could be converted into contacts on an email list. This doesn’t need to be a tedious job. For instance, there are scanning apps available to scan the card and create a contact list to be imported into a mail service. Use the power of your website to collect opt-ins – visitors who agree to get emails from you. A good way to ethically bribe people onto your list is to provide something of value to them, such as useful information or discounts. This is one of the best ways to get started. Additionally, you can also pull contacts from your contact list on your computer or phone…people with whom you’ve communicated in the past.

Pick an Email Service

It is not recommended that you create a massive distribution list on your computer’s email software. This is one way to get your email address blacklisted. A better option, is to utilize a cloud-based email service, such as Constant Contact . We’ve tried many services, such as MailChimp, Mad Mimi, Aweber, Drip , GetResponse and more. Constant Contact has become a favorite for us, because it is very easy to use with beautiful templates, they have great deliverability stats, there are a lot of features, and their customer support is top notch! They even call you to help you get started!

Messaging Strategy

Not sure what to say? A good goal is to provide 90% value and only 10% promotion. Education adds value. Statistics and reports add value. Humor and fun add value. Decide what value you can add before you write a single word. Next, plot out the content for your emails. Some options might include: sending a monthly newsletter or an invitation to a webinar or event. Or, inform them about important changes/news in your industry. All of these content ideas are well-received. It is important to know your audience and what THEY want from you, because that makes an email campaign successful. This will likely require some well-spent time researching and/or surveying your audience.

Measure Results

Every platform has analytics to report the results of your email campaigns. Things that are typically measured are: the number of opens, clicks (on links), bounces, unsubscribes and spam complaints. Look at this data regularly to help fine-tune your messaging tactics. If a particular topic, event or article gets better results than another, you can pivot your content accordingly.

Be Consistent – Reaching the right people with the right message should be consistent. Automating emails is one way to do this. Create an autoresponder series which drips out email messages at an interval you choose. Or, pick a day of the week or one time per month to email consistently. This schedule must work for you or you won’t execute it. Another option is to hire a digital marketing team like ours to design, write, test and send your emails for you (shameless plug!) .

Nearly every business can benefit from some sort of email marketing…so, you see – it’s not dead yet nor do we see it dying any time soon!

https://www.campaignmonitor.com/resources/infographics/24-email-marketing-stats-need-know/

(Full Disclosure – some of the links in this email contain an affiliate link, which means if you sign up with them we may get a small referral fee. Thank you.)

Facebook Personal Profiles Get an Update Some Businesses Won't Like

Sun, 23 Sep 2018 19:04:00 GMT

Facebook for Business vs Personal Use: The Gap Is Wider than Ever

Those are NOT Mark Zuckerberg’s words. But they might as well have been.

On January 4, he posted his “personal challenge” on his profile indicating that “Facebook has a lot of work to do — whether it’s protecting our community from abuse and hate, defending against interference by nation states, or making sure that time spent on Facebook is time well spent.” He also mentioned that he is as driven as he was in 2009, the first year of his series of personal challenges.

Mr. Zuckerberg is a man of his word. We’re only a few months shy from 2019, but it seems like Facebook isn’t done yet. Updates have been rolled out one after another, and it seems like the line between Facebook for business and Facebook for personal use is getting thicker and thicker.

Just recently, the company has banned third party apps like Hootsuite, Buffer, and Sprout Social from scheduling and posting updates on personal Facebook profiles — bad news for Facebook users who use their own profiles for business vs using a Facebook Business Page.

In line with their goal to provide “meaningful interactions”, scheduling and posting through third party apps on a personal profile page is no longer allowed. When it comes to post visibility, a personal page has the upper hand. Your “friends” are more likely to see each update you’re posting. On the other hand, Facebook page updates have lower chances of showing up on the Newsfeed of your “likers”.

Does it spell gloom and doom for business owners who relied on their personal profiles for marketing?

Not really.

Truth be told, it’s a moderate adjustment. It means letting go of the strategy you’re used to and it means you have to work around changes to reshape your social media strategy.

Here are tips to get you started:

Major content-centric algorithm updates can happen on any social media network. This social media giant is not an isolated case. It seems like every time you log onto one of the platforms, SOMETHING is different! Whenever it happens, keep your cool. Changes may shake up your social media footing but it’s no reason to panic. Reach out to us if you want help, or if you just want us to take care of it for you. We keep up with the changes so you don’t have to. Contact us now to learn more.

Leading Sales and Marketing – the CEOs role

Wed, 11 Jul 2018 19:13:00 GMT

Is Patience a Virtue (when a CEO gives direction)?

last post

After reading the book, the authors seem to take a perspective the conversion to a challenger selling model is a problem to be solved within the confines of the sales department. They suggest it might take five years for some organizations to change their sales approach to challenger selling.

As a CEO-Owner-Founder coach, I cannot advise you to have five years of patience. Nor do I agree the issue is solely a sales department issue.

Setting Deadlines

A favorite mentor in my past once told me the test period for a general manager was about 18 months. At that point, you “would know what you have, whether the person was going to make it or not.”

Similarly, when a VC invests in a startup, the funds provided are typically expected to be spent in about 18 months. A founding CEO is expected to show significant results by the 12 month point, and then spend 6 months doing another round of fund raising using the evidence from the initial 12 months to justify continued investment.

I can personally attest, also. For over 30 years in my career, I either had a new boss or a new assignment … every 18 months.

There is something very familiar to me about the 18 month business-breathing-cycle.

I believe the same advice should apply to the transformation of your sales culture. You should be able to execute most of the meaningful changes in 18 months time.

Dixon and Anderson might be correct with their five-year viewpoint IF change is solely driven by the leadership of the sales team. What would be necessary to accelerate change? Read on.

Top Executive Leadership

As in all efforts to drive change in an organization, the role of the CEO, Owner, or Founder is crucial to success.

The first obligation for the top executive is to ensure their sales and marketing leadership positions are staffed with people intellectually and emotionally aligned with the direction the CEO wishes to pursue. The make-up of the team is the responsibility of the CEO. They are responsible to determine the selection of their next level reports and the retention of the same.

Misalignment is a sure way to fail, a sure way for any initiative to fail.

The second obligation is to give public, persistent support to the sales and marketing leadership. As in raising children, there should be no daylight showing between the opinions of “mom and dad”.

There is always momentum to the way things have been done in the past. People in the organization will find ways to push back on change. Persistence is a way to succeed.

The top executive behavior which would most concern me is indifference to sales and marketing initiatives. I’ve worked in companies where the top executive remained personally passive to the efforts of their sales and marketing organizations.

I remember one situation where the new president of our company put his desk smack in the middle of the sales and marketing departments soon after he joined the company.

His predecessors treated sales and marketing passively and the sales and marketing teams were used to operating without direction from the top. It was a culture shock for them to learn the new president assumed the responsibility and authority to give direction to their organizations.

High-performing top executives know the power of demonstrated leadership.

The majority of his career was in manufacturing durable goods. Bob is an enthusiast and practitioner of Lean Thinking since 1986. He also has broad skills in M&A including financial modeling, deal structure, diligence, and post-close integration.

Bob’s current clients are diverse and include businesses in healthcare, agricultural products, robotics, luxury goods, and education.

To learn more about how Bob coaches and thinks, you can find over 200 questions he’s answered on Quora . Visit his website at: www.expeerious.com for additional blog posts.

Strategic Customer Experience – Two Case Studies

Mon, 18 Jun 2018 00:14:00 GMT

Customer experience defines your brand in an online world. In my last post , I suggested your messaging has both an external and an internal effect which can be valuable to many audiences.

Companies only survive and thrive when they meet the needs and solve the pain points of their customers.

The promise-makers in your organization, marketing and sales, and the promise-keepers in your organization, operations, must be in alignment. This is why the messaging you do, on your website and elsewhere, must radiate in all directions.

There was a time when customers knew your brand primarily from the marketing promises which were made. Today, there are too many ways potential customers can do diligence on the actual way you keep the promises you profess.

Yelp reviews, GlassDoor, Google, and a myriad of other sites allow people to review your performance. All of these matter because they represent your customer experience as reported by your customers.

What is customer experience? I see two ways to discuss the topic. There is operational customer experience and strategic customer experience.

Both aspects of customer experience are important. In your role as CEO, delegate the responsibility for operational customer experience improvement to a trusted subordinate so you can devote your time and resources to strategic customer experience improvement.

Strategic customer experience requires change and coordination across many functions in your business; a role for a CEO.

Operational Customer Experience

At one level, I’m sure you recognize customer experience negatives; waiting in line, being put on hold, being misdirected to the wrong person, mistakes in billing, rude customer service, missing web page links, wrong phone numbers, not being able to talk to a real person, … almost too many ways to mention how bad experiences can occur.

One way to create good customer experience is to work on ways to eliminate bad customer experience.

I don’t wish to take anything away from these efforts to eliminate issues as they are important to your business. On the other hand, I view these as operational issues which should be addressed, but not as strategic customer experience initiatives.

Strategic Customer Experience

In this post, I will relate two cases studies which I believe were successful on a strategic level. I was personally involved in these and remember almost all the details as hundreds of hours were devoted to making these successful.

Two Strategic Customer Experience Case Studies

Case Study #1: Competing with Short Lead-times

When I served as the President of the BPI Division for HNI Corporation, we had a business which marketed itself primarily to retail office furniture dealers. The company marketed and manufactured low-cost office furniture systems. Typically, retail dealers served small and medium size businesses in their local communities.

A retail dealer usually had a store with showroom and a few offices. Salespeople worked on the showroom floor and served customers as they came in the door. Some had warehou

ses in a second location.

In contrast, a “contract dealer” had an outside sales team. Rather than wait for customers to come to the retail location, the contract salesperson would identify projects and pursue the architect, designer, or facility manager who most influenced the purchasing decision.

The value of the customer versus the cost of a sale meant most small businesses weren’t served by a contract salesperson.

Small businesses don’t always plan everything much in advance and might sign a lease for a new space and/or expansion of their business which involved hiring more people. Faced with a deadline for a move and perhaps already having a relationship with a dealer, the small business person would usually go to the nearest retail dealerships, explain their issue and ask what they could do and how soon could it be done.

This was our critical moment. We wanted the retail dealer to suggest our product line. This was the focal point of our strategy.

The first part of our solution was to offer our product line three different ways where the dealer could respond quickly without a long lead-time for the products.

Fast

The first way to buy products from us was to order “normally” where our lead-times from order to shipment were three weeks. Shipping typically took another week so a dealer could promise “four weeks” and be able to perform. About 40% of our business was ordered in this fashion. This was also the way to get the best price from us.

Faster

The second way a dealer could order was to request a “five-day” lead-time from order to shipment. Including delivery, a dealer could be ready to do an installation in two weeks. We charged more for this, at first about 5%. This was also about 40% of our business.

This gave us some operational heartburn. Orders didn’t necessarily flow in a constant manner and there were times where we took Monday off but worked Saturday in the same week.

We decided to raise the price for the five day lead-time to a 7% premium over the normal program to see if we could get business to align more with the three week delivery.

It didn’t work as we intended. There was no detectable shift in the way dealers ordered and no complaints. The extra charges simply went to the bottom line (unlucky, huh). To fully understand, consider that most businesses, ours included, strive to make about 10% profit. With the tweaking of one marketing program we increased our profits by 20%.

Fastest

The third way we established was to have most of our key products available through a wholesale channel of distribution. There were approximately 50 wholesale locations which carried our products in the USA. A dealer could buy from these wholesalers who would typically deliver in 48 hours or less. The downside was the wholesaler charged about 25-30% more than what a dealer would pay if they purchased directly from us.

This was fair. That was the value added by the wholesaler. This channel of distribution worked very well for us. There were many situations where products were needed in that time frame.

Things Which We Had to Do Well

We spent hundreds of hours changing our manufacturing processes to be “just-in-time”. We did factory process development projects to the point where we could manufacture any product in any color in any order with no set-ups and no cost for one-at-a-time production.

We didn’t accomplish this with work-in-process inventory. Instead we eliminated set-ups. Our work-in-process was so low the accountants counted it only once per year.

We also implemented daily factory scheduling. The previous method was to schedule everything once per week.

We Added More to Our Value Proposition.

We created a unique guarantee; “On-Time or On-Us”. What we meant by this was we would pay the freight for the customer if we didn’t ship on time.

We created “BPI University”. Dealers could send their operations people to a hands-on class where they could learn best practices in installation.

We became the first company in our industry in the US to create a library of products for CAD Space Planning, saving a dealer’s time in the specification process.

Creating a strategic customer experience is a complete team effort, not just something done by sales, marketing, and customer service departments.

Results

Our brand became associated with short-lead times. This was our reputation. I remember situations where we knew we were going to miss a shipment date because of a product quality issue. We reacted by air-freighting the shipment so as to not violate our promises.

The organization was well aware of the cost for doing this and it didn’t take long for internal business practices to evolve to the place where we never again had to do air freight.

For the dealers, our product line became their single highest-margin offering. In visits with dealers I would assert that fact, challenge them to dispute what I said. Not once did I get an argument.

Last, but not least … the division ultimately grew revenues five-fold.

Case Study #2: Competing on “Time to Market”

In addition to the “box”, we installed power supplies, fan trays, cabling and harness, backplanes, and other items which were not the OEM widget. We also had an internal supply chain which could provide injection molded components, electronic assemblies, and machined parts. There was very little need for Tier 2 partners.

We coined a self-serving terminology. We referred to ourselves as a Level 5 Supplier as a way to communicate our value proposition. Level 1 competitors made metal parts, Level 2 competitors made assemblies, Level 3 competitors made cabinetry but just the box, and Level 4 competitors did some component integration.

As a Level 5 Supplier, we could do it all. There was no need for another Tier 1 supplier to serve the OEM.

I was quite pleased one day when an OEM used that terminology in a discussion with us. I knew the origins.

The industry we were in was fragmented. Before the formation of our company, to distribute around the world, OEMs had to find, qualify, and manage multiple suppliers for the same item. The business plan for us was to acquire suppliers in all key areas where the OEMs manufactured and become the first and only single source supplier.

The pain point we identified had to do with “time to market”. In the world of technical products, the first to market usually makes great profits, the second might do ok, but if you were slower to market, you almost never got sufficient traction to be a meaningful competitor.

To address this pain point, we needed to demonstrate that doing business with us was the most assured way of being first to market.

Our solution was to offer three ways we could serve an OEM. Or said another way, they could make choices about the “customer experience” they wished to have.

Shared Resources

For OEMs who did a small amount of business with us, typically less than $5M per year, we placed their business in a “shared resource” work cell. In this approach to serving them, their orders were manufactured using the same equipment and processes as other OEMs.

In this type of manufacturing, the first orders received are the first manufactured. In other words, an OEM’s order was placed in a queue.

Dedicated Facilities

For OEMs who could give us business from $5M to $15M, we would create a work cell dedicated solely to them. Dedicated work cells allowed us to create a “just-in-time” work flow.

When an OEM would place an order, we could ship it immediately. The work cell would be triggered by the shipment to create replacement products. This is also known as a “pull system”.

This was a much better customer experience. OEMs unfailingly made many shipments at the end of the quarter.

In the shared resource approach, the customer’s order triggered the creation of parts and pieces for their final assembly. This might take weeks to accomplish. With dedicated facilities, the pull system was able to continuously replace the final assembly.

Dedicated Facilities and Staff

The third customer experience was reserved for customers who would commit to more than $15M in annual purchases.

For these customers, we not only provided dedicated equipment, we added a dedicated staff. Our people became experts in our customers’ products.

This was clearly the choice most customers wanted to make.

Things We Had to Do Well

We had to be experts at designing and manufacturing cabinetry. The brightest engineers at a technical OEM wanted to be involved in the design, specification, and development of the OEM’s widget(s). Designing cabinets was not the best way to progress in your career at the OEM.

I recall one case where an OEM approached us to get “our drawings”, as chaos in their own engineering departments resulted in the loss of all the specifications. Our information became the restore point for re-creating their intellectual property.

Another way we facilitated the relationship was to have one “seat” of every major supplier of CAD software. We had our native system but did all the translation behind the scenes.

We also had to be good at implementing “revisions”. Technical OEM’s seldom freeze their designs.

To maintain our Level 5 status, we also did “bolt-on” acquisitions to the business for technical or geographic considerations. We acquired a facility in Austin, TX for example. By serving Applied Materials locally we were finally able to earn preferred supplier status.

To serve outdoor telecom customers, we acquired “thick” backplane capabilities. As customers included more sophisticated power supplies and other peripheral electronics, we acquired a company capable to produce the electronics.

We also had to become experts at “costing”. I recall a case where we produced a cabinet which sold for about $1,200. Our customer wanted us to purchase and install a $15,000 power supply. How to price this?

We developed a costing algorithm which took into account the inventory turns on a third-party item. If the third party could give us weekly deliveries, we could see 52 turns and be reasonable with our charges. If the lead-times were longer, our turns would be less and we would increase the amount of the handling charge for the item. It was a win-win approach.

Results

Our biggest facilities were in Southern California. Because of their location, cost structure and business practices, they became the highest profit factories in the corporation.

We also won the biggest contracts in the industry.

In Retrospect

In both cases, I know there was also strong alignment amongst the senior management team. There was almost no second-guessing about the “big picture”.

In today’s world there would likely be other enhancements to the customer experiences. Collaborative project management tools in the cloud would be part of the program. Orders, receipts, billings, quality reports, and other paperwork would be done with Electronic Data Interchange applications.

If done today, our email marketing and social media content would center on the customer experience which was intended. We would discuss the value of competing on the basis of lead-times, the simplicity of doing business with us, and the practices our customers should do to take the best advantage of our services.

Perhaps the biggest difference in the current business environment would be a shift to some form of a subscription business model. Increasingly, customers are looking for suppliers who adapt to this.

All the products and affiliated services would be packaged into a single monthly fee. If you need an office, Fast-growing WeWork is probably the leading example of the way businesses acquire and use office space in a subscription-based model.

Similarly, people who use technical equipment are buying the services from a subscription supplier like a network operating center.

If you can conceive a way to sell your product or service in a subscription model, you should be actively executing on a plan to move in that direction. If you don’t, it may not be long before a startup in your industry will build their brand around the strategy.

When Do You Know You Have a Completed Plan?

No plan lasts forever. Don’t adopt the mindset you that you can reach a point where you have the ultimate “customer experience”.

There is no such thing as a “completed plan” in the sense you are finished with the design of your process. The better way to think about it is to see it as something which is ever-changing to be better. There will be changes in technology which enable you to do different things and adjustments by your competitors.

Make it clear to your organization you are promoting continuous improvement, not the “flavor of the month”.

About the Author: Bob Kroon is a coach for high-performing Founders, CEO’s, and Owners. He founded Expeerious, LLC (expeerious.com) in 2015 to exclusively focus on coaching the success of Top Exec utives. For over 25 years, Bob served variously as CEO, COO, Division President, and Group Vice President.

Bob’s current clients are diverse and include businesses in healthcare, agricultural products, robotics, luxury goods, and education.

To learn more about how Bob coaches and thinks, you can find over 200 questions he’s answered on Quora . Visit his website at: www.expeerious.com for additional blog posts.

Ten Audiences Which Matter to Your Value Proposition

Thu, 07 Jun 2018 23:31:00 GMT

Are you speaking just to customers when you discuss your value proposition?

In my last post , I discussed the importance of clearly articulating your value proposition. Many who are reading this series of posts will conclude that the message, your value proposition statement, is intended for potential customers to create demand.

This may be your first motivation, and it may be a good reason for clearly telling the story about your business.

I would like to suggest a broader view. There are other audiences who benefit from clear articulation by the leadership of the business.

The audience for your value proposition message is more than just potential customers.

The Audience on the Inside

Begin with the inside of your business. If marketing, sales, and operations teams listen to and observe the way you present the company and the problems you solve for customers, they will mimic your behaviors.

This is not exactly a new concept.

“Old Lonely” was a marketing campaign which could have been a Don Draper idea in a script for “ Mad Men ” .

Every month there was an after-work event for the “Management Club”; as in “ Mad Men ” an open bar, and Maytag Blue Cheese and crackers.

When a new version of the ad was created, it was part of the agenda. Everyone in the company knew we had to live up to that reputation in the way we made everyday decisions. The story was being told on national television.

You can be sure that any business proposal which threatened quality trumped any decision which might save cost or be associated with another motive. Quality was always the top of the pecking order when it came to considering change. Visitors saw the testing labs, the inspection processes, and the engineering effort which went into maintaining the reputation of the company.

Customers and potential customers will always interact with people on the inside of your business. The greater the alignment in messages and behaviors, the more they will build their trust.

Your employees on the inside will appreciate the efforts you put into clear articulation. In many companies where articulation is unclear , employees, especially salespeople, will develop their own ways to present your story. The result is confusion and perhaps even contradictory messages.

The message also has a role in employee retention. When your employees believe you “know what you are doing”, they will buld pride in their company. Everyone likes to be associated with a winner. Your articulate value propostion will enhance that image.

The Audience on the Outside

Where do outsiders learn about your value proposition? The number one way in today’s business world is through your website.

The public view of your company on the outside is a message which goes to more than just your potential customer segments.

Visitors to your website may also include competitors, investors and lenders, potential employees, suppliers, partners, and others in your community.

For a big part of my career, I was heavily involved in new product development. This may seem counter-intuitive, but I noticed the more a competitor knew about something we were developing, the more likely they were to avoid copying our efforts.

I will admit that the most of our efforts were not exceptionally unique and not patentable (or worth the time, money, and effort). Our product development goals relied on pushing the volume of new products.

What intrigued me was the competitive behavior. Most people who want to be creative try to be “different”. There’s no personal satisfaction for a creative person to be a copycat.

The competition knew our value proposition and wanted no part in confronting us in a battle where our company strengths were in play.

Investors and lenders also do their diligence on your company. I’ve seen a number of situations where analytically a company was a good candidate for investment, but emotionally not a good candidate. Sometimes an investor or lender simply makes a decision based on gut feel. If your value proposition is clear, they will have confidence you “know what you are doing”.

Potential employees also want to understand your company. They want to know what it is like to work there. Does management give clear direction? Is it obvious what it takes to advance? Will this assignment look good on my resume?

Suppliers and/or potential suppliers also study your company. If they have a new product or service which they believe could benefit your company, wouldn’t you want to hear their pitch? Clearly stating your value proposition makes it easy for them to find you. If they really have something valuable, you could benefit from being an early adopter.

There may also be potential partners who are looking for you. Maybe they see your company as a way to distribute their product or service and want to create a revenue stream for both of you. Or maybe they see you as a potential acquirer.

You also want a good reputation in your community. Suppose you need agency approvals for something you want to do with your company. If you can be seen as an asset to the community, your chances for success can rise.

Selling Involves Everybody

Having all your audiences work for you is much better than simply relying on your sales team to grow the business. Consensus about your company’s strategies and business plan should be an ultimate goal of your communications efforts.

When You Betray Your Brand

I feel I need to add a postscript to this post. The Maytag story unfortunately has a sad ending. For over four decades the brand was associated with reliability. I don’t have any inside knowledge about what their management was thinking but I can tell you from personal experience, it became very hard to be a customer.

The Energy Policy Act of 1992, which mandated significant reductions in energy use in consumer appliances, had a big impact in the appliance industry. This legislation made older designs obsolete.

Apparently, the leadership at Maytag wanted to be first to market with products which complied. They introduced the Neptune Line of Washers and Dryers. Maytag’s washing machines were the flagship products for the company.

The previous products were based on a design platform which was first introduced in 1949. Over the years, most of the product changes were cosmetic. The functional way the appliances performed was unchanged. The heart of the product, the mechanical “works”, was manufactured in a factory which had been built during WWII to build military tank tracks.

So it had been decades since there was a design change of this magnitude. The new design platform was rushed to market. The culture at the Maytag I knew would not introduce a new product unless it was substantially better than the competition. Maytag might take years between launches. The Maytag Dishwasher, for example, was clearly a cut above anything else even though Maytag was a latecomer to the market.

Until the Neptune launch, I personally owned a Maytag Laundry Pair for over 25 years. I purchased them from “service school” at Maytag (lonely hearts club) where they had been disassembled and reassemble over 300 times. They lasted another 25 years for me.

Confidently, I purchased a Neptune washer and dryer, as I thought I knew what to expect.

I was wrong.

In a matter of a few years, I had 13 service calls. One of the last issues I had was a situation where a bobby pin fell through the soap dispenser and lodged in the impeller in the pump of the washer.

This was the final straw for me. I decided I knew enough about Maytag’s assembly techniques, that I could find the offending issue.

And I did. But I had over 300 components on the floor around me. I reassembled everything and “voila”, it all worked again. But I was now over-the-top angry and embarrassed I had ever bragged about the company to anyone. I wrote a letter to the president of the company expressing my embarrassment, especially with a defect which was clearly avoidable.

He never responded; probably had too many letters. Rather than being top-rated, Consumer Reports now had Maytag as a bottom rated company. It was no surprise their financial results deteriorated. A few years later Whirlpool bought the carcass of the company and now it exists merely as a brand with little equity.

Had the brand been known for low cost or another attribute, the quality story might not have had the same impact as I might have different expectations. But the fact that a brand known for high quality delivered low quality was a death knell for me.

Maytag, RIP.

Bob’s current clients are diverse and include businesses in healthcare, agricultural products, robotics, luxury goods, and education.

To learn more about how Bob coaches and thinks, you can find over 200 questions he’s answered on Quora . Visit his website at: www.expeerious.com for additional blog posts.

A Business Cost you can Influence

Thu, 24 May 2018 22:42:00 GMT

Are Costs of Customer Acquisition Controllable?

In the last two posts “Customer Acquisition when Revenue Growth is Stagnant” and “Two Important Metrics for Your Customer Acquisition Process” , I discussed the cost to acquire a customer. Should you consider this to be a fixed cost? Or is this a cost which you can reduce?

If you understand the importance of the ratio between the value of a customer and the cost to acquire a customer, then you realize that if you could reduce the cost of acquisition, you could grow your business by approaching smaller (i.e. lower value) target customers because you can maintain a reasonable ratio of value to cost.

In this post I would like to explore three factors which are underlying marketing drivers to your customer acquisition cost. These drivers interact and build upon each other. Furthermore, these are drivers you can influence, direct, and control in your business.

Add to your Value Proposition

Many businesses struggle with the expression of their value proposition.

In brief, your value proposition is what you do for your customer compared to the next best alternative. For most businesses, the alternative is a competitor. For a few, the value proposition is something which compares to a manual process; automation versus labor for example.

Another way of understanding value proposition is to ask yourself how life is changed for your customer by doing business with you compared to what they were doing before.

The strongest value propositions are those which eliminate a pain point, remove a hassle, or stop an aggravation for your target customer.

Value propositions can be emotional. They can simply make your target customer feel good about doing business with you. Products or services which serve a social good, for example, have “value”.

To lower customer acquisition cost, you can look for ways to add more to your value proposition. What does your target customer do just before or just after they use your product or service? Who else do they need to call? How easy is it to do business with you?

Another useful exercise is to identify all the key elements of the competition’s value proposition. Is there anything they do which you could add to your business model to obviate an advantage they have?

Practice Your Process

If you can repeat the process for acquiring a customer, your skills will improve. Each time you execute the process, you learn something and you can make subtle but important changes to the way you deal with every potential customer.

Visualize their experience. If they visit your business, where do they park? How are they greeted? What is the first thing they see? Is the first impression a mess or a dirty lobby? Tired plastic plants?

Figuratively, if not actually, prepare customer interactions like you would a script.

I worked with a business where we picked up customers at the airport with a clean, shiny Mercedes. We dropped them at the front of the business. They were greeted and immediately ushered to a conference room with a view where there was a tablet, a pen, and a bottle of water. People from the business interacted with them the same way for every visit. Everyone involved from the business knew their role and their deliverable to the process. We had a very high close rate on these customers.

In contrast, I have a friend who once visited a company and the person picking him up was drunk! Good first impression, huh?

When everything is scripted, you tend to avoid misalignment in your message. You leave customers with the impression you know what you are doing, you’re confident, and ready to serve them.

If your target customer is an enterprise employee, the value proposition for them might be “promotion to a better paying position”. What they don’t want is a decision to do business with you which backfires on them. They need success to be promoted.

Control Your Reputation

In the world we live in today, your reputation is largely controlled by what is said online. When people consider doing business with you, especially strangers, their searches are likely to bring up postings to places like Yelp, GlassDoor, and many other places which solicit comments.

If you have satisfied customers, ask them to give you reviews. Most are pleased to help.

Be sure all the online places where a target customer does diligence are in alignment. Your website, company pages on LinkedIn and Facebook and others should all say similar things.

Likewise, your personal profiles and those of your employees should all serve to “sell” your company.

Online presence is not new, but its importance continues to grow. Those who don’t use it are typically Baby Boomers … and they are rapidly leaving the business world. The next generations are drawn to online tools.

I recently posted a Yelp review for one of my clients. Admittedly this client is in an industry where you can be almost certain that everyone considering doing business does online diligence. Nevertheless, I was astounded that my review generated over 400 views in the first month after it was posted.

The only conclusion I can make is you would be prudent to control what potential customers find, and give them a lot to find.

Enhance your reputation by actively demonstrating expertise in your business. Blogs are one way to do this. Sharing relevant content from others can build your reputation. Likewise, hosting a “lunch and learn” for a customer is a very effective tool.

The Other Choice is …

If you have a weak value proposition, a chaotic way you handle potential customers and little or bad online reputation, do you think it will be easy to get new customers?

Bob’s current clients are diverse and include businesses in healthcare, agricultural products, robotics, luxury goods, and education.

To learn more about how Bob coaches and thinks, you can find over 200 questions he’s answered on Quora . Visit his website at: www.expeerious.com for additional blog posts.

A LinkedIn Phishing Scam to Look out for

Tue, 08 May 2018 00:28:00 GMT

This past weekend I received an email that REALLY looked like it came from LinkedIn. They clearly went to a lot of thought and effort to do this! Here’s what it looked like:

What I noticed that made it look legit…

First of all, I HAVE received messages when I logged in from a different location and it looks very similar to this. It also has the data details, which makes it look more authentic. Finally, they have trademark info and what appears to be company location information. If I didn’t know what to do next, I might have clicked the link!

Look Closely at the Email Content

Before I did anything, I realized that a few things looked “phishy” to me:

Below is a screenshot of a real email which I had received on behalf of a client when I started helping her with LinkedIn. (Sometimes hoarding emails pays off!)

The red arrows point to where my client’s name appears – note it is THREE times!

The blue arrow shows you that LinkedIn will ask you to verify a strange login with a code.

The yellow arrow points to the real trademark and company location information.

Email Address Check

Finally, my usual practice is to check the “from” email address, by clicking on the name of the sender. Here is what it was (note: I have to take a picture of it with my phone, so excuse the quality):

Notice anything? I’m pretty sure that no legitimate email from LinkedIn would come from a comcast.net email domain. Hence, it is not a true security email from LinkedIn.

Therefore, the bottom line is that scammers are getting better at scamming! Please be careful! I hope this helps and feel free to reach out to me at claudia@wordflirt.com if you have any questions!

What to Know for a Successful Website Design Part 6

Thu, 19 Apr 2018 00:05:00 GMT

Welcome to Part 6 of our 6-lesson crash course on What to Know for a Successful Website Design!

In Part 1 you learned that the one big mistake almost everyone makes is…your website is NOT for you; it’s for your customers! Thus, your website must appeal to them so that they will do whatever action you want them to do.

In Part 2 you learned what the six main steps were to designing or redesigning your website.

(Don’t forget to grab our checklists on either of those two posts.)

In Part 3 you learned that your budget is your MOST important decision in this process.

In Part 4 you learned about what you really should and should NOT be working on.

In Part 5 we discussed the importance of Visual appeal and Copywriting.

In our final installment, we’re going to discuss the final two steps in the process: Implementation and Maintenance/Security .

Implementation

Just like a house has to be built first with a foundation, followed by framing and implementation of the house systems (electrical, ducting, plumbing), putting up the walls, and then the finish work (painting, faucets, etc.), there is a structure to your website.

The foundation is really the Content Management System (CMS) on which the website is built.

There are several CMS’s available (WordPress, Joomla, Drupal, etc.), as well as custom website builders (Wordflirt’s custom builder, Wix, etc.)

The CMS’s are the most flexible while the custom website builders work well but have their limitations.

As mentioned previously, you can go here to determine which is best for you: https://wordflirt.com/choosing-your-website-platform/ .

Make sure you’re comfortable with how they will do it, and that you’re confident the solution chosen is fast, stable, secure, is easy to navigate on all sizes of devices, and tells your story structurally well.

One area you’ll definitely need to handle on your own are the disclaimers – privacy policy, refund policy, etc. While we can suggest some templates, it’s smart to have a legal team review them.

Maintenance and Security

In the process of building the house, to keep it as secure and maintainable as possible, you’d have several items at the entry points:

Similarly, with a website, you’ll need to make sure all entry points are as secure as possible. This includes

And of course, all of those systems, in both your house and on your website, must have regular maintenance or else they will break down over time.

Your house needs painting, gardening/trimming, insect management, plumbing unclogged, lights replaced, etc.

And that costs regular money.

Again, similarly, your website needs maintenance to keep the software up-to-date to protect against hackers.

Wordflirt provides the following features as part of its WordPress maintenance package:

The business builder package offers

Ok, now you’ve completed this in-depth series on all of the things you need to think about when designing or redesigning your website – WAY TO GO!

If you’re interested in getting a quote from us, please visit https://wordflirt.com/scope-document/ .

Or if you just want to talk to us about website design or social media, just head to our contact page and choose whichever form of communication is best for you: https://wordflirt.com/contact-us/ .

By the way, here are the links to the downloads you’ve previously received, and also this entire course in one document:

Wordflirt Website Design/Redesign Planner

Checklist of items to get a quote from a website designer or company

Checklist of questions you should ask your website designer or company

What to Know for a Successful Website Design Part 5

Wed, 11 Apr 2018 15:52:00 GMT

Welcome to Part 5 of our 6-lesson crash course on What to Know for a Successful Website Design!

In Part 2 you learned what the six main steps were to designing or redesigning your website.

(Don’t forget to grab our checklists on either of those two posts.)

In Part 3 you learned that your budget is your MOST important decision in this process.

In Part 4 you learned about what you really should and should NOT be working on.

In this lesson, we’re going to talk about the Visual appeal and the importance of Copywriting .

Visual Look and Feel

Let’s assume at this point you’ve figured out your budget and you’ve hired someone to design your website.

If you can communicate the story of what you’re trying to do to your designer and are able to help them understand your target market, the most important two things you can do are:

Now if you don’t have a clue on what you like or don’t like, do the following:

You can also ask the website designer for some examples that he or she might like in that area. Often times, they are familiar with a company that does a “top 10 website” list of a certain area and will go through those for inspiration. For example, the Elegant Themes blog sometimes has those lists – here is one: Elegant Themes .

From those examples, a good designer will be able to incorporate images you have (the more professional images you have the better) and/or find images for you. They should know that a good picture is worth a thousand words, and a great picture will help draw the user into the website experience.

They will also be able to suggest the proper typography (fonts, spacings, etc.) for your site.

The story you want to communicate will also be reflected in the layout, and a good designer will suggest the best approach for this, while also considering your social media channels.

Furthermore, communicating what you DON’T like is just as important, and sometimes is easier for you to discover.

Why?

Ever been with a group of friends and someone asks where do you want to go to dinner? Or your kids? You say, “Well, how about we go to Subway?” What’s the response sometimes? “No, I don’t want a sandwich.” “OK then, how about Italian food?” “OK but I just went to an Italian place last night.”

You get the picture here; it’s easier to say what we don’t like than what we do like. So sometimes we have to narrow down from there.

So tell your website designer that you don’t like a site’s busyness, or that the font is too small, or the colors just don’t match, or you like site A but you don’t like the footer area.

All of this gives important direction and clues to your designer.

Because the more specific you are in how you do this, the faster the designer will produce something you like and will require fewer iterations, saving you time.

Copywriting

Let’s go back to the house example in our previous articles…think about the process a prospective buyer goes through. It might be something like this:

Now once they visit the house, they

If the “curb appeal” isn’t very good, you’ll have planted in their mind negative thoughts, and in fact, they may just drive on past and not even go inside. Then once they are inside, they may not visit all the rooms or go upstairs if they don’t see what they like.

It’s the same with your website:

Now once they are on your site, they

Just as with your house you are careful what “message” is given, on your website, you also must be careful what message is given.

That is where copywriting comes in.

According to Copyblogger, “Copywriting is the art and science of strategically delivering words (whether written or spoken) that get people to take some form of action.”

And that’s what you want people to do when they visit your website. TAKE ACTION!

Communication is critical so that people want to take action from the words and images you use on your site.

Thus, the website designer or company you hire should be able to help you communicate that information effectively, through colors, images, layout, and text.

That’s it for this lesson!

In part 6, our final part of the series, we’ll look at the Implementation of your website, as well as Hosting, Maintenance, and Security.

What to Know for a Successful Website Design Part 4

Wed, 04 Apr 2018 15:00:00 GMT

Welcome to Part 4 of our 6-lesson crash course on What to Know for a Successful Website Design!

In Part 2 you learned what the six main steps were to designing or redesigning your website.

(Don’t forget to grab our checklists on either of those two posts.)

In Part 3 you learned that your budget is your MOST important decision in this process.

In this post, we’re going to discuss the importance of What you really should and should NOT be working on .

Whom you hire is the second most important decision, just slightly less important than your budget.

However, the person(s) or company you select, or even the do-it-yourself tool, will be the MOST important factor in your overall experience that you have throughout the entire process.

Now first of all, we do NOT recommend you doing your own website. Why?

Not too long ago, a business, that’s now our client, had a MAJOR problem with their website.

It was down for more than two days!

The hosting company got hit with a denial of service attack that took them awhile to resolve. Way too long, unfortunately.

The business lost time, had a lot of stress, lost revenue, lost traffic, lost goodwill, etc. You get the point.

Almost all of the angst they went through could have been avoided with proper design and maintenance.

And this is just one story.

If you’re serious about your business, you should NOT create, maintain and secure your own website by yourself. Do NOT design your own website! Unless you don’t care about poor design practices, improper maintenance, or low security on your portal that presents you to over 4 billion people .

Specifically then, here are three reasons why you should NOT design your own website:

1. You won’t optimize it properly when you design your own website

While you might be very good with design, maintenance, security, etc., you won’t know all the best practices. Even after thousands of hours of webinars, training, creation of websites, and studying, we are still learning on a daily basis – the world of the internet keeps changing. What looked good last year looks old today.

And furthermore, areas that require some skill for optimization are:

Speed . What are the best practices to be sure your website has a minimal footprint, that your pages load fast, which leads to higher rankings? How do you even find this out? According to this article on kissmetrics blog , 47% of consumers expect a web page to load in 2 seconds or less, and 40% of people abandon a website that takes more than 3 seconds to load. While there are times when loading slower is OK, ideally you want it to be fast.

Proper hosting . If you use cheap hosting, you’re on a shared plan and you don’t know how many other folks are sharing that server today, let alone tomorrow. If one of the people that shares your server has a spike in traffic, your site will load slow, and people will not wait around.

SEO . The best Search Engine Optimization is done through keyword research, applying those keywords throughout your site (titles, descriptions, images, etc.), monitoring, and tweaking. Some basic work can be done rather easily; however, monitoring of results and performing tweaks are important.

Backup and Security. Proper backup, both onsite and offsite, can keep you independent of total reliance on one hosting company. Now even the best hosting companies go down from time to time, but if you have offline backups (and your domain hosting is separate from your web hosting – this is really important to do), if your hosting company goes down or somehow cancels your account mistakenly, you can recover and have minimal downtime. Preventing hack attempts from infiltrating your site is required, as bots and bad people are trying to get into your website to take it over, or at a minimum, to upload their code, execute it, and steal your computing resources. And if something does happen, knowing what to do is vital to keeping your site online.

2. You won’t maintain it properly when you design your own website.

Again, several best practices must be stated:

Security risks. Both prevention AND monitoring are needed. Understanding who and where hack attempts are coming from can lessen the chances of something happening in the future. And of course, vulnerabilities in the various modules and plugins being used on your site does happen. Without regular maintenance, you’re taking a serious risk, and it’s even possible google can de-list you (See this article about the soaksoak malware attack on a popular plugin).

Bloat . Over time, your database can grow with draft posts, many unused revisions, images that aren’t used anywhere, etc. Keeping your site clean is important for speed, security, and maintainability.

Updating of internal links. Linking internally on your website helps with SEO, and also keeps a visitor on your site longer, exploring it more and more. It’s important to update links from one page to another often.

It will go stale. Design preferences are changing and it’s important to your branding to have your site appear modern and up-to-date.

3. You need to spend time on other things and not design your own website.

There are hundreds of things a business owner must do; designing, creating, and maintaining a website should not be one of them.

Figure out what only YOU can work on to grow your business, do that, and hire or offload the rest.

Here’s a short list of things you should be concentrating on:

When it comes to your health, you should consult a doctor. Yes, educate yourself to ask the right questions, but leave what’s important in the hands of an expert.

Likewise, when it comes to your website, you should consult with an expert, and use the learnings from these lessons and our checklists to educate yourself to ask the right questions.

In part 4, we’ll take an in-depth look the visual look-and-feel of your site and the importance of Copywriting.

What to Know for a Successful Website Design Part 3

Wed, 28 Mar 2018 16:00:00 GMT

Welcome to Part 3 of our 6-lesson crash course on What to Know for a Successful Website Design!

In Part 2 you learned what the six main steps were to designing or redesigning your website.

You can get our checklists on either of those two posts.

In this post, we’re going to dive into one of those six main steps:

Your Budget.

Just like when planning to build a house, this is one of the first things you must consider. Because it will cost you money.

And this is your most important decision! Because your budget will dictate the level of professional quality and experience you get.

Choosing Uncle Fred to build your house might work out OK and cost you less, but there will be some drawbacks along the way. Just be aware of those, and we discuss those in the next section.

You can search online for what a site will really cost, but you must allocate money for:

A good website design company knows the best hosts on the market and may provide private servers optimized for their environment and clients. They will also provide a solution that ensures your site is maintained properly. Note that even Microsoft and Apple have operating system updates that you must keep up with to remain stable and secure, and your website will be no different.

What to Know for a Successful Website Design Part 2

Wed, 21 Mar 2018 13:00:00 GMT

Welcome to Part 2 of our 6-lesson crash course on What to Know for a Successful Website Design!

If you happened to miss that lesson, click here to go back to it.

In this post, we’re going to dive into the main steps you need to know when designing or redesigning your website.

Oh, before we forget, if you haven’t gotten them yet, here are links to the checklist documents you’ll need to have:

Checklist of items to get a quote from a website designer or company

Checklist of questions you should ask your website designer or company

If we continue with the analogy of a house, now that you’re thinking about what the buyer (your customer/client) wants, and have an idea what that is, you’d build the house roughly in this order:

And for a website, you’d do something very similar:

And if you’re redesigning the house or updating the look and feel, you’d want to follow a similar process.

So assuming you have a good understanding of what your client wants, and what they will pay you for, here are the main areas you’re going to need to be very clear on for your site if you want it to be successful:

In part 3, we’ll learn about your budget and why it’s so important, and some ways to get a quick estimate of what you’ll need to put aside.

What to Know for a Successful Website Design Part 1

Wed, 14 Mar 2018 22:51:00 GMT

Welcome to Part 1 of our 6-lesson crash course on What to Know for a Successful Website Design!

The goal for this course is to provide you with what you need to know when you’re considering any type of design or redesign of your website so that your experience is as easy and fun as possible.

And today, we will start with a look at the biggest mistake almost EVERY business or individual makes with their website.

But first, let me get the checklists you’ll need as you go through the process:

Checklist of items to get a quote from a website designer or company

Checklist of questions you should ask your website designer or company

Now, whether you’re designing your website yourself, having a friend do it or partnering with a professional web design company like Wordflirt, you’ll need to have these items from the checklist handy.

You’ve heard the old adage, “Garbage In, Garbage Out”? This is used to express the idea that in computing and other spheres, incorrect or poor quality input will always produce faulty output. In other words, the quality of your input will determine the quality of your output (which is the end result).

So for a great result, you’re going to need to be clear on the requirements up front; the clearer and better thought out things are up front, the better the design and entire process will turn out.

We’re going to tell you what you need to look for, have prepared, and what you can kinda ignore.

Now here is the one big mistake that is made all of the time. It’s so common and so tempting to continue to make this mistake, and in all fields and endeavors, that we must be reminded of it on a regular basis.

And that is, in almost all cases, YOUR PRODUCT OR SERVICE IS NOT FOR YOU – IT’S FOR THE CUSTOMER!

Similarly, YOUR WEBSITE SHOULD NOT BE BUILT FOR YOU – IT SHOULD BE BUILT FOR YOUR CUSTOMERS!

That is the one big mistake almost everyone makes when it comes to designing and then redesigning their website.

Therefore, you need to understand your customers: their desires, needs, wants, emotions, etc. In fact, Brian Sher, in What Rich People Know & Desperately Want To Keep Secret , states that Marketing is identifying, addressing, and answering your customer’s needs, putting yourself in their shoes.

And here’s why….

Because you want the people that visit your website to engage with you on your site. To know you, your products, your services, in a way they can understand, and that is appealing to them.

Here is a good analogy that we’ll use throughout the course.

Think about your website as you building a house that you’re going to sell to someone else. The house that you design must appeal to them – it must tell a story…when they walk up to it, you want them to be able to picture themselves living inside of it, raising a family, holding parties, etc.

Which means, to sell your house, you must understand your buyer.

In the same way, your website needs to tell a story about your product or service such that they take the action you want them to take, such as give up their email address, purchase your product, hire you as a consultant, fill out your contact form, etc.

And it’s not about you…it’s about the buyer. Your goal is to sell the house to THEM, not to you. Your personal tastes and desires might represent the part of the market you’re reaching, but then again it might not.

They must be the hero of the story, not you. You might be great and awesome, which is important, but it’s not the main thing!

So as we get into the details, that’s the frame of mind for you to be in:

YOUR WEBSITE IS NOT FOR YOU, IT’S FOR YOUR CUSTOMERS AND CLIENTS!

OK, we’re going off on a slight tangent. It’s something to keep in mind for your messaging.

What makes people want to give you money?

People (customers) will give you money only as a means of getting whatever it is they want. This means your starting point must be understanding what they want.

People will only pay you or enrich you if you closely meet their needs and desires, or remove their frustrations, fears, or concerns.

In general, people will pay you if you can do any of these better than anyone else:

So ask questions such as:

– Can I offer a better, fresher, quicker, cheaper, hotter, colder, tastier, safer, warmer, smarter, more durable, more comfortable, more prestigious, more enjoyable, more relaxing, less stressful, healthier, improved, higher quality product or service than anyone else?

Make sure this information is contained somewhere on your website, preferably at the beginning.

Got it?

Your homework is to make sure you understand your clients – their hopes, dreams, needs, wants, desires, what keeps them up at night, what they want to feel like, etc.

In part 2 we’ll be delving into the main steps for building or redesigning your website.

How to easily and quickly keep track of clients with Pipedrive

Sun, 04 Mar 2018 20:33:00 GMT

At Wordflirt we want to help you grow, so we provide tools and tips and tricks that might make things easier for you, improving your productivity so you can spend more time ON your business, and hopefully less time IN your business.

Have you ever forgotten to get back with a client, or to follow up with them?

This month we’re highlighting Pipedrive, a CRM tool we’ve come to love. It is allowing us to easily keep track of our potential clients, as well as what our current clients need, with appropriate visibility so nothing falls through the cracks.

Here is what we really like about it:

We recorded a short video to show you how to get started; it’s really easy. Plus they have plenty of videos on their site to help you. If you really need some help, let us know, and we can work with you to set it up!

If you’d like to get started, if you use our affiliate link, you’ll get 30 days free , which is twice as long as you’d get on your own. And full disclosure, if you sign up, we get some free time, which saves us a little money.

GET STARTED WITH PIPEDRIVE

WordPress Website Makeover Customer Highlight: vihlene.com

Thu, 02 Nov 2017 14:05:00 GMT

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Wordflirt Client

Vern Vihlene Personal Website

[/vc_column_text][vc_row_inner][vc_column_inner width=”2/3″][vc_column_text]Not long ago we finished the updates to Vern Vihlene’s upgraded personal website, at vihlene.com . Like many entrepreneurs, he has multiple businesses and ventures. The difference is he realizes how important his personal brand is; businesses may come and go, but you’ll always be you!

Vern focuses on producing high-quality commercials and videos for clients that engage viewers and has done so for many years. This fact is highlighted in the all-important hero area, which is above the fold. You can see the different types of videos he produces, as well as his personal pet project, exdirt.com, an off-roading entertainment site.

Previously, he had a very basic website just to have somewhere to show his videos, but it didn’t give the quality he desired. Using one of our basic templates that we can tweak to a client’s satisfaction, we made something that is worthy of the excellence he produces.

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_single_image image=”4014″ img_size=”full” alignment=”center”][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row full_width=”stretch_row” bg_type=”bg_color” bg_color_value=”#fdd651″][vc_column][vc_row_inner][vc_column_inner][vc_btn title=”Visit vihlene.com” color=”green” size=”lg” align=”center” link=”url:https%3A%2F%2Fvihlene.com%2F||target:%20_blank|rel:nofollow”][vc_column_text]

The before and after pics are dramatic in their improvements!

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/2″][vc_single_image image=”4018″ img_size=”full” alignment=”center” title=”Before Changes”][/vc_column_inner][vc_column_inner width=”1/2″][vc_video link=”https://www.youtube.com/watch?v=nT3y2ezP9mA” align=”center” title=”After Changes”][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

A few highlights of improvements we made are

[/vc_column_text][vc_row_inner][vc_column_inner width=”1/2″][vc_column_text]

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_btn title=”See and appreciate Vern’s new website” color=”green” align=”center” link=”url:https%3A%2F%2Fvihlene.com%2F||target:%20_blank|rel:nofollow”][vc_column_text] Don’t let your website get outdated – keep it modern and accurate so that potential customers turn into NEW customers![/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][/vc_column_inner][vc_column_inner width=”1/2″][vc_btn title=” Click here to complete our online scope form so that we can provide you with a quote ” color=”green” size=”lg” align=”center” button_block=”true” link=”url:https%3A%2F%2Fwordflirt.com%2Fscope-form%2F|||”][/vc_column_inner][vc_column_inner width=”1/4″][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row]

WordPress Website Makeover Customer Highlight: thisisbroughtonhotels.com

Thu, 19 Oct 2017 03:55:00 GMT

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Wordflirt Client

Broughton Hotels

[/vc_column_text][vc_row_inner][vc_column_inner width=”1/4″][/vc_column_inner][vc_column_inner width=”1/2″][vc_video link=”https://www.youtube.com/watch?v=Idd4cLwWQ64″ align=”center”][vc_btn title=”Visit thisisbroughtonhotels.com” color=”green” align=”center” link=”url:https%3A%2F%2Fwww.thisisbroughtonhotels.com||target:%20_blank|rel:nofollow” css=”.vc_custom_1509725133053{margin-top: -25px !important;}”][/vc_column_inner][vc_column_inner width=”1/4″][/vc_column_inner][/vc_row_inner][vc_column_text]

We were excited to work on this project from broughtonHOTELS!

They wanted to capture leads directly from some promotional material sent out, so they created a new domain, thisisbroughtonhotels.com, and wanted us to do the website in 3 weeks!

And we did!

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A few highlights of the design:

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[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_btn title=”Check thisisbroughtonhotels.com” color=”green” align=”center” link=”url:https%3A%2F%2Fwww.thisisbroughtonhotels.com||target:%20_blank|rel:nofollow”][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][/vc_column][vc_column width=”1/2″][vc_btn title=” Click here to complete our online scope form so that we can provide you with a quote ” color=”green” align=”center” link=”url:https%3A%2F%2Fwordflirt.com%2Fscope-form%2F|||”][/vc_column][vc_column width=”1/4″][/vc_column][/vc_row]

WordPress Website Makeover Customer Highlight: briananddan.com

Mon, 25 Sep 2017 21:17:00 GMT

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Wordflirt Client

Brian Bernasconi and Dan Rubnitz

[/vc_column_text][vc_row_inner][vc_column_inner width=”2/3″][vc_column_text]We’re really proud of one of our recent web design makeover projects, briananddan.com.

Since Brian and Dan had teamed up to help people buy and sell real estate in the San Jose and Silicon Valley areas, they needed a website that reflected their combined experience and to let people know who they are. Plus, Brian had a nice design he liked; unfortunately, it was on a platform different from WordPress, limiting their flexibility.

Like most successful businesses, they wanted a great website but not the hassle of designing and maintaining it themselves. They hired the Wordflirt team, and they loved the final product!

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_single_image image=”3931″ img_size=”full” alignment=”center”][vc_btn title=”Visit briananddan.com” color=”green” align=”center” link=”url:https%3A%2F%2Fwww.briananddan.com||target:%20_blank|” css=”.vc_custom_1509725847983{margin-top: -25px !important;}”][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row full_width=”stretch_row” bg_type=”bg_color” bg_color_value=”#fdd651″][vc_column][vc_column_text]

A few highlights of improvements we made are:

[/vc_column_text][vc_row_inner][vc_column_inner width=”1/2″][vc_column_text]

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_btn title=”Check them out now at briananddan.com” color=”green” align=”center” link=”url:https%3A%2F%2Fwww.briananddan.com||target:%20_blank|”][vc_column_text]Don’t let your website get outdated – keep it modern and accurate so that potential customers turn into NEW customers![/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][/vc_column][vc_column width=”1/2″][vc_btn title=” Click here to complete our online scope form so that we can provide you with a quote ” color=”green” size=”lg” align=”center” link=”url:https%3A%2F%2Fwordflirt.com%2Fscope-form%2F|||”][/vc_column][vc_column width=”1/4″][/vc_column][/vc_row]

How to Find Your Business Page on Facebook

Fri, 22 Sep 2017 02:16:00 GMT

[vc_row][vc_column][vc_column_text]If you’re not familiar with using Facebook for business, navigating between your personal profile and your business page can be confusing.

“I know I HAVE a Facebook business page, but I don’t know where it is!”

Does this sound like you? I hear it all the time from clients who are afraid to post something about their business to their personal friends by mistake, so sometimes they simply don’t post.

In this quick video, I’ll show you how to easily navigate back and forth between your business page and your personal profile on Facebook.

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Signup at: www.social.wordflirt.com/signup [/vc_column_text][/vc_column][/vc_row]

How to Export Your LinkedIn Connections

Thu, 31 Aug 2017 01:03:00 GMT

[vc_row][vc_column][vc_column_text]Each month when we send our clients’ newsletters (and ours!) we export and sort their LinkedIn list of connections and add them to their email list. It can be laborious, but it’s worth it.

Why bother with LinkedIn Connections?

If you’re actively networking on LinkedIn and growing your list of connections, that is like going to a networking or chamber meeting online! Think about it – if you go to a networking meeting in person, you exchange business cards, don’t you? Then what do you do as a next step?

If you’re good at marketing and networking, the next step you would do, would be to add them to your CRM, your email list and/or your phone contacts for future follow up.

What many people don’t realize, is that each time you connect with another professional on LinkedIn, you are getting their “virtual” business card and an opportunity to follow up. If you’re business is not limited geographically, this gives you the huge advantage of increasing your reach through the Internet.

How to use your LinkedIn Connections?

As mentioned above, you now have a lot of ways to maximize this new networking asset. Here are some ideas that might help:

Exporting LinkedIn Connections

Now that you see the value in exporting your connections, watch the video to see how you can do it. It’s less than four minutes long and it can save you from spending a lot of time hunting around your LinkedIn account to find it!

Mind the CAN SPAM laws

CAN SPAM laws were created to protect us from getting unwanted and unsolicited emails. Nowadays, the law doesn’t seem to help, but you should be mindful of what is ok and what is not. You can view details of the law here: https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business

If you choose to add your connections to your email list, be aware that if you get a lot of bounces and “unsubscribes” from your list, it could appear to be SPAM and could harm your email credibility, or reduce your ability to add future contacts. Here are some tips to avoid this:

How you decide to utilize this great networking tool is up to you. We see great success with email newsletters that help grow business for our clients. If you do it right, people will look forward to hearing from you and you will gradually become a trusted connection!

Here is the video to quickly show you how to export your LinkedIn connections. Check back on our blog to see how you can increase your LinkedIn with highly targeted connections. Enjoy!

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WordPress Website Makeover Customer Highlight: carwashaces.com

Sun, 04 Jun 2017 18:02:00 GMT

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Wordflirt Client

ACES – American Carwash Equipment Solutions

[/vc_column_text][vc_row_inner][vc_column_inner width=”2/3″][vc_column_text]We like to highlight special web design projects so that you can see how we can makeover sites like our recent project. A couple of weeks ago, we relaunched the WordPress website for ACES: American Carwash Equipment Solutions. ACES utilizes their 7+ decades of experience to help their clients make money from their carwashes, from equipment to chemicals to having the largest exclusive territory with Sonny’s.

ACES had done their website themselves, and it served their purposes for awhile. Like many growing businesses, your initial website is a starting point. As you grow and your business matures, you too need to keep your website up-to-date. In ACES’ case, they were ready for a more professional, modern look. We set out to make the site crisp, clean and easy to navigate, without a lot of fluff.

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_single_image image=”3852″ img_size=”full” alignment=”center”][vc_btn title=”Visit carwashaces.com” color=”green” align=”center” link=”url:https%3A%2F%2Fwww.carwashaces.com||target:%20_blank|” css=”.vc_custom_1509726179255{margin-top: -25px !important;}”][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row 0=”” full_width=”stretch_row” bg_type=”bg_color” bg_color_value=”#fdd651″][vc_column width=”1/2″][vc_video link=”https://www.youtube.com/watch?v=93dpD8XHVtg” align=”center” title=”Before Changes”][/vc_column][vc_column width=”1/2″][vc_video link=”https://www.youtube.com/watch?v=8h2qLeeEHFI” align=”center” title=”After Changes”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

A few highlights of improvements we made are:

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In addition to improving the design, we also helped them enhance their marketing engine with the following services:

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text]We will be making some additional changes as time goes![/vc_column_text][vc_btn title=”Check out carwashaces.com!” color=”green” align=”center” link=”url:https%3A%2F%2Fwww.carwashaces.com||target:%20_blank|”][vc_column_text]Don’t let your website get outdated – keep it modern and accurate so that potential customers turn into NEW customers ![/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][/vc_column_inner][vc_column_inner width=”1/2″][vc_btn title=” Click here to complete our online scope form so that we can provide you with a quote ” color=”green” align=”center” link=”url:https%3A%2F%2Fwordflirt.com%2Fscope-form%2F||target:%20_blank|”][/vc_column_inner][vc_column_inner width=”1/4″][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row]

Hack Prevention: Maintenance & Security Vulnerability news you need to know

Tue, 21 Mar 2017 20:08:00 GMT

A New WordPress Version!

WordPress has remained at 4.7.2. And you MUST be updating your site, or having someone like Wordflirt do it. Because a vulnerability that was fixed in this release has been actively exploited. As of a few February 6, 2017, over 300,000 sites have been screwed up. Yikes!!!

(Note: as of mid-March, WordPress is up to 4.7.3 – more on this next month).

Password Managers

Click on the link for a great review on password managers , if you’ve interested. The great thing about them are

The above is SO critical because even the best of the best gets hacked, including a service we have used in the past: Cloudflare . Apparently millions of passwords and chat data could have been exposed.

Most of the web is now Encrypted!

It’s happened! More than 50% of the web traffic is now encrypted: https://wptavern.com/more-than-50-of-web-traffic-is-now-encrypted. This is important to have on your site for better SEO ranking as Google announced a few years ago they are using HTTPS as a ranking signal in their search results. Plus, they give a slightly warning in the browser bar if it’s not HTTPS:

versus showing this:

Then if you click on the “i” with the circle in it, you’ll see this:

An Incredibly Clever Phishing Email

Claudia received a very clever spam email:

From: “Cadwalader, Wickersham and Taft LLP” <cwtinfo@cadwalader.com>

Subject: Fraudulent card charge

Date: February 8, 2017 at 10:31:04 AM PST

To: <claudia@thewordflirt.com>

Who the f___ are you and why is there a charge from thewordflirt.com on my card?
Here you can view my statement , get back to me asap.
Bofa_card_statement_claudia.doc (this was a link)

Thank you
Nadine Barrera

The “document” that she could click on was actually a link to a site that would have likely infected her computer with malware if she had clicked on it. So be EXTREMELY careful when you click on links in your emails – you’re better off cutting and pasting it in to a browser so that it looks safe before even trying it.

Phew – it can be nasty out there! It’s so important to protect yourself, and we take extra steps to protect your website that most don’t.

Any questions or needs you might have, just send us an email or give us a call!

January 2017 Maintenance and Security updates you need to know

Wed, 15 Feb 2017 22:52:00 GMT

As expected, WordPress 4.7.1 was released in January. Specifically on January 11. It fixed eight security issues that affected WordPress 4.7 and below. Then on January 26, version 4.7.2 was released to fix three additional security issues. All of those fixes were applied as appropriate to 4.6.1.

Normally we wait a month to update our WordPress sites to major versions (like 4.6 to 4.7) because of potential incompatibilities between the WordPress version and plugins and themes, as well as for bugs to be fixed. WordPress is at such a stable point in terms of features that most things are just nice enhancements, and waiting is fine.

However, for security updates for WordPress, as well as the themes and plugins we use, we update those on all our client sites as fast as is possible; in fact, for the security updates for WordPress, like going from 4.7.0 to 4.7.1, we allow those to be updated automatically since there are ALWAYS security updates.

W3Techs has ranked WordPress as the fastest growing CMS . More people using it leads to two things:

A great tool that we use for some things, which we recommend to our clients to use, is Trello. It allows you to create a “flow” to any major activity, such as keeping track of tasks, a sales pipeline, a bug list, etc. It’s free for most things you’d want to do.

A highly effective Gmail Phishing technique has been going on . They basically trick you into signing into a google look-alike page, and the URL in the address bar looks authentic! A lot of technically savvy people have gotten stung by this. Please be careful and keep your antenna up for these types of things.

Passwords remain terrible in the world wide web . Keeper Security analyzed 10 million passwords that became public via data breaches in 2016 and found that nearly 17 percent of users are protecting their accounts with “123456,” which Keeper ranked as the most common password of 2016! Can you believe that??? We can’t over-emphasize that you don’t have repeated and simple passwords .

How to monitor your SEO results

Wed, 11 Jan 2017 15:31:00 GMT

Results reflect the quality of SEO work that has been done. The most obvious result is organic ranking on page one of Google without having to use paid ads. However, there are some tools available on the internet that you can use for free to check the ranking performance of your site in search engines throughout the process.

1. Rankchecker
Rankchecker is a freemium service that allows you to check the standing of your site for specific keywords. All you need to do is register for a free account and you will then be able to check up to 5 keywords. It also gives you suggestions and warnings about things that you need to improve on in your site.

2. Google Analytics
If you have good SEO, your website will appear in the top pages of search engines. When that happens, traffic or the volume of users visiting your website will also increase. Google Analytics gives you the ability to track the traffic and also enables you to filter the data to see where the traffic came from, what device was used, how long the user stayed in your page and if the user came from a search engine or just typed your website’s URL directly. (Note: when you participate in Wordflirt’s maintenance program, you will receive monthly website traffic reports).

3. Google Webmaster tools
You can use this tool to test if your website can be crawled or is visible to bots used by search engines. It also checks if you have a sitemap available and flags any errors in your website like missing titles, invalid links and even spammy content.

It is important that you track the progress or any improvements in your site’s ranking. Numbers do not lie. Using the tools that we mentioned above gives you an overview and provides the data necessary to formulate a good judgment as to whether you or the company that you are working with has built an effective SEO campaign.

Read more about Wordflirt’s San Jose SEO .

December 2016 Maintenance and Security update

Thu, 15 Dec 2016 21:54:00 GMT

WordPress 4.7 was released on December 6. We haven’t seen any compatibility issues yet, but we are still planning on waiting to update until sometime in January, as per our policy to wait at least a month before moving to a major WordPress update.

We anticipate 4.7.1 being released sometime in January, so we will likely wait for that, as there are no security issues, but some bugs we want to be resolved.

If you’ve not heard of “ransomware” before, this article discusses it , but it also talks about something even more insidious. Basically the ransomware locks a PC demanding payment to unlock it; however, a 2nd option is presented to the user: instead of paying the ransom, a user can attempt to infect other PCs! And the ransom amount from this case amounted to over $700, so some people will be tempted.

As we’ve written about before, here are the best ways to stay free of problems:

This is REALLY important as even big companies get breached, such as Yahoo’s recent disclosure of more than one BILLION accounts getting hacked !

Another example is Sony Music’s twitter account was hacked and tweeted out “Britney Spears is dead” . If this type of hack happens to you, and you have shared passwords, then they have the password to other accounts. Please don’t use the same password for multiple accounts.

For your website, we are strongly considering two additional measures for protection. While they are inconvenient for you, they have proven to be very effective in preventing unauthorized logins:

Sometimes we see large hosting sites have major network outages with major downtime. Bluehost has had this happen a couple of times, and most recently it was down for 12 hours in December. That’s one hosting company we avoid using. However, it can happen. Just in case it does, we have offline backups we can use to restore a site.

Any questions or needs you might have, just send us an email or give us a call!

Skill sets of a good SEO professional or company

Tue, 13 Dec 2016 14:02:00 GMT

There are a couple of technical SEO skill sets that you need to look for when choosing the company that you will be working with or you will be trusting to do the SEO of your website. These SEO skill sets are:

1. Content writing

Everyone who knows SEO knows that quality content is very important. Search engines, like Google, are very strict when it comes to the quality of content that a website has. If Google sees that your content is spammy, duplicated or over stuffed with the keywords that you are targeting, your website will rank lower in its SERP (Search Engine Results Page). Creating SEO friendly content requires creativity, grammar, vocabulary and a high understanding of how search engines read a website’s content.

2. Creativity

Not everyone has the talent for creativity. One of the things that makes content writing tricky is the ability to write content in such a way that it’s natural or conversational but still has the targeted keywords. The content also has to be long enough without repeating key phrases over and over.

3. Understanding of Website Analytics

Some search engines provide tools for you to see how your website is doing in terms of traffic and the specifics of where the traffic is coming from. The ability to understand the data from these tools is important to SEO because it is one of the indicators that will show if the SEO strategies that have been implemented is effective or not. Good SEO work means that your website should rank higher in search pages which then translates to better traffic coming to your site.

4. Search Engine Algorithm knowledge

Knowing how search engines run things is crucial, because this could make or break all the work that has been done to your website. If a company or person that you are working with has no idea regarding how search engines operate or what its algorithm does, it might do more harm than good to your website. A good example: Google has put many systems in place to generate search results. It has a system that checks for content that has been over saturated with keywords and another system that checks the code of your web page follows proper HTML markup. In the event that you get flagged by one of these systems, you may get penalized by making your website rank lower.

5. Communication

Good communication is important in any project, business or partnership. Most, if not all, business owners want to get updated on the progress of projects that they are doing especially if it costs money. Some digital marketing firms out there will keep you in the dark about what they are doing to your website and will only communicate if you send them an email first. Sometimes, it may come to a point that contacting them will be a nightmare once you have already paid for the project. With Wordflirt’s SEO team, you can be sure that we will proactively send you updates.

We believe that skills are measured by output. Anyone can just say that they are the best at what they do but when you ask them the hard questions or the specifics of the field that they will either avoid your question or just make up “facts” to make you believe that they know what they are talking about.

Finding the right partner to do SEO can be difficult. There are many companies out there that offer the business and will promise you unrealistic results when it comes to SEO. Some companies may promise to get you to rank on page 1. Search results vary depending on many factors like location, search history and many more so if someone tells you that they can get you to rank 1 no matter what, that’s a red flag!

Wordflirt provides service in many different areas so whether you need Los Angeles or San Jose SEO services you can be assured that you get the best results with realistic targets and up to date strategies.

Characteristics of a good SEO company

Thu, 08 Dec 2016 18:17:00 GMT

How do you go about finding a trustworthy SEO expert for your site?

As a business owner, you know very well that trust is very important in any partnerships or business relationships. There are many SEO firms out there and you need to be very careful in choosing the right one to do business with.

We will talk about the technical skillsets below, but they really need to have some soft skills, because SEO, done properly, is not an overnight solution which then lasts forever – there is monitoring, reporting, and tweaking as things change.

Important attributes include:

Why do you need SEO

Tue, 06 Dec 2016 02:01:00 GMT

The Power of SEO

First, it’s important to understand what SEO is. SEO stands for Search Engine Optimization, and it’s part methodology and part art that allows Google’s algorithms, or any other search engine, to find you and classify your website on the internet. Where you show up on a search based on your keywords (page one or page 1000), is called your “rank”.

Second, understand that Google is interested in delivering search results that are accurate and provide the best user experience. They want you to always use their search engine, which means going to Google.com whenever you run a search. This allows them to show you ads for which they get paid.

Getting your website ranked high organically (which means free to you without paying for ads) is very important for your business IF you want to get more leads and traffic without spending your time prospecting.

The easier you make it for Google to find your site and categorize it properly, the more accurate their results will be. The idea is that accurate search results mean the people that find you will be closer to your ideal client.

Also, as you’re out-and-about building relationships with people, some will forget your name but remember your business, or vice-versa, or may only remember parts of each. They will then “Google” you, and hopefully you’ll come up in their results. Proper SEO can help maximize your off-line networking, as well as your on-line network presence.

The highest ranked websites have additional opportunities for business growth. Advertisers, affiliates, and other partners will view your site as a high value, and may request to pay you for advertising or selling their products to your viewers (banner ads and affiliate programs). This creates a mutually beneficial relationship for your industry partners, with very little effort on your part (once your site is ranked, of course!).

Therefore, it’s really important to rank your website high. But how high?

According to this study from a few years ago ( https://searchenginewatch.com/sew/study/2276184/no-1-position-in-google-gets-33-of-search-traffic-study ) , there’s a dramatic drop-off as you move down the list. And that 92% of all traffic from the average search is confined to page 1.

The Reality of SEO

Over the years, there have been many theories and solutions, both ethical (whitehat) and unethical (blackhat) which have come and gone. Some methods have remained solid and reliable. Others have garnered the dreaded “Google Slap” for poor practice or unsupported tactics. Google’s utmost concern is the quality of their search results, so SEO companies that rely on spammy links and crummy content, are no longer ranking.

A truly ethical, long-lasting SEO campaign will achieve high ranking on the search engines within a specific period of time, then only require tweaking when Google changes their algorithm. Many SEO companies will have you believe that you need to be with them forever in order to keep your ranking, however that is just not true or fair to you, the business owner. Yes, it can take a long time to rank your site, depending upon how competitive your keywords are. No, you don’t need to employ an SEO team forever.

Interested to learn more about SEO? Read our San Jose SEO post to know more.

When to Throw in the Facebook Towel

Sat, 16 Jul 2016 20:33:00 GMT

Are you Frustrated with Facebook?

A couple of years ago, having an active Facebook business page was a “must have”. Clients came to me asking for one, stating they “knew they had to do it”, despite their lack of desire to post regularly or to nurture and engage a social audience. The general thought was that if you posted regularly on social media, you would get leads that would get you new business.

Fast forward 6 months to a year, and after spending money to have great content created and shared, there were few or no leads to report. Why is that?

The reality is that Facebook doesn’t show your stuff to anyone unless they show interest. I’m not talking about someone liking your page. Here are two scenarios for how I think it happens:

Scenario One: Someone likes your page. Facebook says “oh good, a new follower!” It shows that person a few of your posts in their newsfeed over the coming days. That follower lets the posts go by without liking, clicking, commenting, or sharing it. FB then says “oh bummer, they aren’t really interested in this page, so I’ll show them something else”. And never again does that person see what you’ve posted.

Scenario Two: Someone likes your page. Facebook says “oh good, a new follower!” It shows that person a few of your posts in their newsfeed over the coming days. This follower DOES click on your posts, likes them, shares them and comments now and then. FB says “hurray! This follower IS really interested in this page – so I’ll show them more.”

So if no one is seeing your posts as in scenario one, you can’t possibly get any new leads for business by posting on Facebook. The results: a disappointing ROI.

In order for you to get anything from Facebook, it is now “pay to play”. That means you will have to factor in some paid advertising budget to get your posts seen. Which is why, starting on July 1, our social media content packages now include a budget for paid Facebook ads, plus our creative team to design and run your ad campaigns.

If you’re not happy about your results and want to change your Facebook strategy, you have several options. You could:

It can be frustrating when you invest in creating and posting Facebook content, whether it’s your time or your money to pay someone to do it. Try our new strategy out and see what results you get. Perhaps the ROI will have you smiling, instead of feeling frustrated.

Check out our new social media packages which now include paid FB ads!

WordPress Website Makeover Customer Highlight: FEWL

Sat, 09 Jul 2016 19:29:00 GMT

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Wordflirt Client

FEWL – Fast Easy Weight Loss

[/vc_column_text][vc_row_inner][vc_column_inner width=”2/3″][vc_column_text]This week we re-launched the WordPress website for FEWL, an online weight loss program. FEWL is a unique program, because it focuses on the root cause of weight gain, as well as, gut health and other contributing factors.

FEWL, like many of our clients, hired a web design team that left them dissatisfied. There were some good things about the site, but overall, it did not have the professional, modern and fluid look that they wanted.

Site makeovers can be tricky. We never know what kind of funky code we will find until we open up the hood. Often, the original web designer uses an unfriendly WordPress theme, which sets the stage for every aspect of the site, such as, plugin compatibility, ease of custom coding, as well as, speed and functionality.

As with these makeover situations, we found buggy issues that were not anticipated. In the hands of our awesome web development team (David and Bryan) they cleaned up the code to make it function properly, and look better.[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_single_image image=”2766″ img_size=”full” alignment=”center”][vc_btn title=”Visit FEWL” color=”green” size=”sm” align=”center” link=”url:http%3A%2F%2Fwww.fewl.io||target:%20_blank|” css=”.vc_custom_1468092127466{margin-top: -25px !important;}”][/vc_column_inner][/vc_row_inner][vc_column_text]We also added new content, such as a testimonial page, a stylized blog, live chat, social media share, follow and streams, plus a forum for weight loss clients to reach the coaches and eachother for support.

The team at FEWL is a dream to work with. They are cooperative, appreciative, and understand how a project like this can be challenging. We also want to say that we think their program is unique and cool! In fact, some of us have tried and LOVED the 8 day detox !

We will continue to fine-tune the site, making it more robust with content, as well as, increase the functionality of the live chat and forum features that we added. Also on the wishlist, is a new ecommerce solution that would integrate with a CRM…we look forward to figuring out that challenge in the coming days![/vc_column_text][/vc_column][/vc_row]

Where to Spend Your Digital Dollars

Mon, 16 May 2016 20:06:00 GMT

Digital Advertising – Where to Spend Your Ad Budget

If your digital advertising budget is limited, then you want the highest ROI on every dollar you spend. It’s difficult to decide where to put those dollars, because there are so many platforms to choose from! Here are just a few:

How do you decide where to spend your ad dollars?

My Choice: Facebook Advertising

Why? Because Facebook knows everything about it’s users – over 10,000 data points on each user! They know what they like and what they don’t like. They know where they live, how old they are, if they are married or single, their education level, and more. They know all this based upon what they post, as well as, their behavior.

For example, if you like sewing and you post Pinterest links to sewing topics, like other’s posts about sewing, and share articles or information about sewing, guess what? Facebook knows you like sewing and will start showing you ads for new sewing machines, sewing classes, fabric stores and more. You, as the sewing enthusiast, are more likely to click on one of these ads, because it’s your INTEREST.

Google, although it’s still the number one search engine, is too expensive and competitive to give you the ROI that you can get from Facebook, plus it doesn’t have the same amount of user behavior data that Facebook has.

Additionally, the types and objectives of your ads on Facebook are wide and varied. Here are just some examples of what you can do with a Facebook advertising campaign:

There are other things you can do, but these are likely the most desired objectives.

A nice data point when you’re creating your ad, is you can see how many people will see it and you can tweak your target audience accordingly by changing the demographics, behaviors, or interest settings in your ad.

Another highly powerful tactic with Facebook advertising, is the ability to target your ads to specific lists. You can upload your email list and Facebook will find those users, to whom you can now direct your ad by creating a “custom audience”. Once you’re happy that this audience is the right one, you can tell Facebook to “create a similar audience” and it will create a whole new list of similar people with similar demographics and interests. Pretty cool, right?

If you’re not sure how to get started, contact us to help you. We can help you hash out a strategy, design cool creative graphics, and set up your targeted audiences for you.

Is Your Website Soooo 1997? Basic Boxy and Boring Websites

Fri, 08 Apr 2016 23:03:00 GMT

The Internet Dark Ages

Remember the rush in the 90’s when every business owner wanted and needed to get a website thrown up on the Internet in order to compete and do business in the new digital environment.

Websites back then were…well, UGLY. It seemed they all had the standard header at the top, followed by a boxy, template look with a lack of flow down the rest of the page. There were way too many words on a single page, reading like a book with paragraph after paragraph of long, boring text. They shared a basic layout with nary a photo in site, except for the logo at the top, and blogs were not yet a “thing”. Technology was much slower, and there weren’t very many tools to design a website that made it easy to design and edit.

So let me ask you – is your website basic, boxy and boring, like 1997?

I’m pleased that web design has come a long way in the past decade or so. Internet speed has picked up in most regions, and beautiful imagery makes the user experience much more pleasant. Having video on one’s site is now in reach like never before, and the cost to create and maintain a website is far more reasonable than before.

Why then, do so many businesses still have websites that look old and unfriendly?

The Journey Back to a Fabulous Website

Finally, a website should be intuitive, making it easy for the visitor to find what they need. If a visitor can’t find what they need, they will become frustrated and you could lose a lead.

I understand how difficult it can be to manage a digital presence for a business owner or team, and not everyone can have a technology employee on board. But my advice to you is to look at your website at least once every 18 months or so to make sure you still appear modern and relevant. Having a website is not a “set-it-and-forget-it” endeavor. It should always be growing and evolving just like your business.

Be gone basic, boxy and boring websites!

WordPress Web Design Customer Highlight Exdirt

Fri, 25 Mar 2016 18:59:00 GMT

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Exdirt “Exclusively Offroad” Website

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_column_text]We first met Vern Vihlene a couple of years ago, as he was fleshing out his business model which included two of his passions: producing video and off-roading.

Vern’s goal was to create a website which is essentially a “one-stop-shop” for all things relating to off-roading. His personal challenge started when he first explored off-roading. He found it difficult to find information that would tell him everything he needed to know about off-roading for a newbie.

After making a lot of connections in the off-road community and professional space, he came up with his website model which consisted of:[/vc_column_text][/vc_column][vc_column width=”1/3″][vc_single_image image=”2757″ img_size=”full” alignment=”center” css_animation=”top-to-bottom”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

After reviewing Vern’s requirements, we determined that WordPress was the best platform for it. The flexibility and versatility of it, allowed us to customize the look, feel and functionality of the site to Vern’s requirements. And Exdirt.com; “Where to Go, What to Do, and How to Do It” was born.

The main challenge when designing the site, centered around site speed, due to the many videos on it. There are several ways to speed up a website, and we continue to try new things all the time.

Incorporating social media and email marketing are ways to drive traffic to the website, where, ultimately, he wants a very interactive community with participation from both the hobbyists and the pros.

The site will continue to develop as he ads more videos and information. If you’re an off-roader, we hope you’ll visit the site and get involved. At the very least, enter to win a set of tires! [/vc_column_text][vc_single_image image=”2755″ img_size=”full” alignment=”center” css_animation=”left-to-right”][/vc_column][/vc_row]

The Two Main Benefits of Social Media for Business

Tue, 09 Feb 2016 22:20:00 GMT

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The Obvious and The Optimized

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”2786″ img_size=”medium” alignment=”center”][/vc_column][vc_column width=”2/3″][vc_column_text]People often ask me why they should put their business on social media. Although this question is being asked less as time goes by, it is still something that many business leaders don’t understand.

More often, they say they KNOW they should be on social media, but they often don’t know WHY. Here are the main two reasons why you need to be on social media and it may not be what you think.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner][/vc_column_inner][/vc_row_inner][vc_column_text]

The Obvious

Marketing. This is the most common reason why business leaders think they “get” social media, but it can be deceptive. Yes, you have the potential to reach not only current customers, but potential customers as well. When you create engaging content that appeals to your target audience, over time, you can grow that audience to become loyal customers. The key phrase being “over time” – nothing happens over night with this type of marketing (unless you use paid advertising), but it can eventually be a valued means of marketing you, your company and your products/services. In this day and age if you’re NOT on social media when your potential customers look for you, you may not get that call, that visit, that sale. Therefore, every business should use social media to market themselves as a component of their overall marketing plan.[/vc_column_text][vc_row_inner css=”.vc_custom_1468105462048{padding-top: -50px !important;padding-bottom: -50px !important;}”][vc_column_inner width=”2/3″][vc_column_text]

The Optimized

Social Media Optimization (SMO). To me, this is the most powerful benefit of social media. Let me back up a bit and discuss an often-confusing topic: Search Engine Optimization (SEO).

When a potential customer looks something up on a search engine such as Google or Yahoo, they attempt to describe what they are looking for with words and phrases. These are called “keywords”. The search engine responds with pages and pages of information that it thinks the searcher wants. What appears on page one of the search is often what the searcher needs, therefore, they may not click to pages 2+.[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_single_image image=”2784″ img_size=”medium” alignment=”center”][/vc_column_inner][/vc_row_inner][vc_column_text]Your goal, therefore, is to be on page one of the search results. This is complicated, competitive and difficult for the average business to attempt without using a professional SEO expert.

However, did you know that every time you post a link back to your business website on any of the social platforms, you’re sending a “social signal” from a HIGH authority site to your site?

A high authority website is similar to a popularity contest. Social media sites are really popular because they get A LOT of daily visits and the visitors create constant content on a wide range of topics and interests. Therefore, these large sites are usually far more popular than your site.[/vc_column_text][vc_column_text]

Be the Cool Kid…er…Website

[/vc_column_text][vc_single_image image=”2790″ img_size=”large” alignment=”center”][vc_column_text]When you post a link to your website on the popular site, Google thinks you may be getting “cooler” and might actually consider you as popular too if you hang out with the popular sites more. We WANT Google to think you’re popular, because we want YOUR site to sit in the front seat of Google’s search results, aka, the first page.

With consistent posting using your keywords, and links back to your website, gradually you will become one of the cool kids. Above all, Google loves quality, so it has a way to see what you post, acknowledge your link, and if someone clicks through to your website, you step up your own authority. Complicated? Yes. But very doable.

Finally, the social media sites also have popularity contests. As you develop your audience you gain popularity, thus the venues such as Facebook, begin to show your content to more viewers. That is why your content needs to be consistent, relevant, peppered with your keywords, and engaging. Oh. And let’s not forget that link back to your own website when appropriate.

It’s important to understand that using social media for your business is not just posting all about you. Become an authority in your industry and share information that enriches, educates and engages your audience for best results, whether you’re using it for marketing or SMO.[/vc_column_text][/vc_column][/vc_row]

How to Choose the Right Social Media Platform

Tue, 04 Aug 2015 20:05:00 GMT

These days, there are many avenues for you to share your message with the world. So many, in fact, it can be overwhelming when you’re first starting out or when you are too busy to manage many platforms. If you have to pick only one social media platform, below is a general guideline for choosing the right one for your messages.

Which Social Media Platform is Right for Your Business?

If you’re new to using social media for your business, we suggest picking one to start with. If you have the budget to pay someone to professionally manage it for you, then you can have a much more robust social media presence, which will, naturally, increase your results.

Don’t miss out on the great opportunity that social media offers your business. The potential reach far outweighs that of traditional marketing if you nurture and grow it over time.

A 9-year-old’s View on Web Design

Wed, 17 Jun 2015 18:00:00 GMT

From the Mouths of Babes!

My youngest daughter, age 9, (My Little Wordflirt, Jr.) is fascinated by what I do. Once, she was looking over my shoulder as I was designing in Photoshop, let out a big sigh and said “Mom, you have the COOLEST job!”

She’s right. I DO have the coolest job! I really enjoy what I do – both the creative process AND helping businesses look great on the Internet.

On another day recently, I came into my office to see what Wordflirt, Jr. had written on my whiteboard. Here’s a picture of it:

n case you can’t read it, here’s what she wrote:

Caller = We have an emergency!

Wordflirt = What is it?!

Caller = Someone is getting fired from NOT making a website for their company!

Wordflirt = Oh no!! Well you did the right thing…Whoosh!!

Narator = She was off to save another company. Coming home on her pink scooter, she saved another person from being fired! The End.

Well, I don’t own a pink scooter, and I’m not sure about people getting fired for not making a website.

But what I do know is how much technology is embedded at the center of our children’s lives. They simply don’t know anything else.

I grew up in the age where you had to get off the couch to change the channel, phones had cords, we used an encyclopedia to write a report, and it took a week to have a photo developed!

(My daughter lovingly pats me when she calls it “The Olden Days”!)

Today, my kids rely on Google to be their source of information. And if they’re too lazy to type in a search string, they ask Siri for help. If they miss a program on TV, that’s ok – it’s On Demand. They can take 10 Selfies until they like one, AND they don’t even have to talk to people, if they don’t want to – they text!

I guess my point in writing this, is that the future generations only know a world with technology. They can’t imagine a business that doesn’t have a website, Instagram, Facebook or Twitter. To them, if they aren’t online, they don’t exist.

This is our current and future customer, my friends.

So for my little Wordflirt Jr., I will always stay current. I will continue on my mission to help businesses (especially those that are run by people around my own age (48) and older!) to find their voice on social media and through a powerful, modern website .

And, I will melt inside every time she says, “Mom, when I grow up, I want to do what you do!”

Why Your Business Needs an Internet Marketing Team

Thu, 28 May 2015 18:30:00 GMT

Do YOU have a strong, integrated and STRATEGIC Internet Marketing strategy?

Watch our short (less than 5 min!) video to learn why it is critical for small to mid-sized businesses to have a well thought out and well executed on-line marketing strategy.

As you can see, it’s no longer an option to rely on direct mail, yellow page ads or even Yelp to bring you new customers. Your complete strategy should include the following:

Are You Overwhelmed?

You’re not alone. Most businesses do not have a single one of these strategies successfully working for them. The reason is because as a business owner or CEO, you are already busy engaging in what you do best – the heart of your business.

Our on-line marketing team can get you the results you need using proven, Internet strategies.

Make an appointment to discuss YOUR digital strategy. Click here for our on-line calendar.

What SEO can do for Your Business

Sat, 28 Mar 2015 16:20:00 GMT

People often get confused about what SEO (Search Engine Optimization) can really do for them. The bottom line is, if you’re not on the first page of Google, someone else is getting YOUR clients. You could be missing out on thousands of dollars per month!

At Wordflirt, we can get you on the first page of Google search for your keywords. We have a safe, time-tested, effective system that has been proven time and time again. Here is an example of one doctor who has ranked on page one multiple times. This is our system – check it out!

So let me ask you – what would being ranked on page one of Google mean to YOUR pocket?

Social Media Tip of the Week – Just START!

Fri, 09 Jan 2015 00:22:00 GMT

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Does This Sound Like You?

[/vc_column_text][vc_column_text]Do you have a Facebook page for your business that is sitting idle and lonely…it’s measly few followers gathering dust by the day? Isn’t it time you gave it a little love?

Most business owners that I work with fall into one of these categories:

My advice to them is to either:

Hire someone (like us!) to do it for them or just…[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”2623″ img_size=”medium” alignment=”center” css_animation=”bottom-to-top”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

Why not start small and commit to posting ONCE per day? You don’t have to be a ninja Facebooker – just start with a single post each day. Tell us your favorite quote. Tell us something about your business. Share an image you took over the weekend. Share a link to a favorite website or tool you use. Offer a piece of advice relative to your industry.

My point is to just start and make yourself a promise that you will push yourself a little more each week. For additional tips, read this post “You Have Your Social Media Business Page Set up – Now What?”

I also want to let you know that we’ll be holding a series of training videos to help you. Be sure to sign up for our Social Media Tip Sheet and we will email you when the series is ready!

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You Have Your Social Media Business Page Set Up – Now What?

Thu, 07 Aug 2014 09:09:00 GMT

Your Social Media Business Page – What You Need To Do Next

Perhaps it’s because once the page is set up they are left to ask themselves… now what?

The fact is, it’s easy to set up a business page. The difficult part is creating an engaging, entertaining and educational page that will benefit your followers.

Here are some tips for getting started using your new social media business page.

Identify your target audience. Before you can come up with a content strategy for your business page, you need to know whom you are trying to reach. It’s similar to asking yourself who is your ideal client? Don’t just identify your usual client, shoot for the moon and identify your IDEAL client. Know the demographic of this client, such as average age, gender, marital status, income level, etc. Then you create content that would attract them and keep them interested.

Start posting! I’m not a big fan of businesses just sharing what other people write, but if that’s all you can do right now, go for it! The idea is to just get started posting relevant items on your page.

Visit your competitor’s pages. Look at what your competitors are doing. Do you like what they are doing or not? Consider this when designing your own content strategy. It’s perfectly fine to get ideas from them and put your own business twist on it.

Like other pages. When using a business page as your business, not your personal page, be sure to like pages that are synergistic with yours. For example, if you are a local business, “like” or follow your area chamber of commerce and city pages. “Like” or follow local communities, churches, schools – any community or business page where your ideal client is likely to hang out. If you’re a restaurant, “like” or follow food blog pages – get the idea?

Engage with other pages. Now that you’re following other pages, share their posts on your page. Comment or “like” their posts. This will get your business name in front of THEIR followers and possibly lead them to follow you too.

Be mindful of self promotion. Self promotion is expected on social media. However, you have to remember that your fans are not there to be sold to every day. An occasional news piece about your business, a new product or service or a special you are running are all fine to share. But you should primarily focus on content that your audience wants, not what you want from them. Make it fun. Make it interesting. Make it something THEY would share with their friends. That’s the beauty of social media!

Spend thirty minutes per day. You don’t have make this a major endeavor, but you should do something with your business pages every day. Share a tip, thought, event or product every day. Like someone’s post every day. And always reply to comments and likes on your own page every day. Frankly, the more active you are on your business pages, the more visibility you will receive.

If all of this seems too overwhelming, then consider either buying content or hiring someone to create content and manage your pages. The investment will be worth saving you the time and energy it requires to truly get the most out of your social media business pages.

Social Media Facts and Trends for 2014

Sun, 06 Jul 2014 16:33:00 GMT

Social media is constantly evolving. It’s amazing the growth that has occurred in just a few short years! In this Infographic, our friends at Digital Insights put a few of the numbers together for you. Enjoy this!

Isn’t loading? <a href="http://bit.ly/SMstats2014" target="_blank" rel="noopener" id="1268218075" duda_id="1268218075"> Try this </a>

Where to Get Images to Share on Your Social Media

Wed, 21 May 2014 14:43:00 GMT

The Age of “The Visual” in Social Media

When it comes to social media, it is the age of The Visual. Whether it’s images or video, people respond better to a visual medium. For example, on Facebook posts with images get shared two times more than just text (HootSuite, 2013).

So get creative with images to increase your engagement on your social media sites. Be sure to “pin” them to your Pinterest boards and share them on Twitter as well.

Put the "Social" in Your Social Media

Wed, 18 Dec 2013 15:08:00 GMT

Let’s be real – most people log onto their social media sites to play. Take a look at your own network and see what they enjoy…funny pictures, cool images, quotes, sports stats, recipes, shopping, kid stuff. Most of the time it’s a completely social atmosphere…hence the term “social” media. So as a business, how do you jump into the conversation without turning people off? You give them what they want.

Chances are your post about your business is not going to go viral. However, a funny cartoon or saying that relates to your business very easily could. It’s what I call “putting the ‘social’ in social media”. Here are five steps to put the “social” in YOUR “social media”.

Putting the “social” in your social media strategy is a key aspect of growing your audience, creating “likeability” and growing your business!

Your LinkedIn Homework Assignments

Sat, 06 Jul 2013 16:36:00 GMT

Your LinkedIn Homework

A client of mine is struggling with her social media . We talked about which networks would be best for her to grow and I thought, based upon her industry that LinkedIn would be a good one with which to start. I told her that I would give her some homework to help her get started and thought that perhaps this is something that others could use as well. Therefore, I am making it a blog post.

If you are interested in growing YOUR LinkedIn Network, then here is your homework too.

If you do these things on a weekly basis, your network will grow quickly. And overall, that should help your business grow too!

How to Grow Your Network on LinkedIn With Groups

Wed, 19 Jun 2013 16:52:00 GMT

LinkedIn – Groups

No matter what your intentions are when you use LinkedIn, it can only help you when you grow your network of connections. I like to use LinkedIn Groups to enhance my network with people that have common interests and business goals. Here’s what I do:

Search for groups based on the topic that I wish to pursue. For example, when I wish to grow my network of contacts in Social Media Marketing, I search for groups of this nature.

Join the groups that look like a good fit. It doesn’t make sense for me to join a group that is for…say Airplane Mechanics, for example. I am not, nor do I know anything about Airplane Mechanics! So, I choose the groups that resonate with my world. For me those are LinkedIn Groups focused on writing, social media, recruiting, blogging, WordPress, etc.

Read and contribute to Discussions. This is where you begin to develop your network. I Like and Comment on the discussions that interest me. If you have expert advice to add, share it! Be sincere and do promote yourself.

Grow, baby, grow! I’ve been able to double my first level of LinkedIn connections fairly quickly with this method.

Regardless of what you hope to achieve with expanding your LinkedIn network, this method is a great way to grow it!

Please share your success or tips in using LinkedIn Groups here in the Comments section. We’re always looking for good ideas to share with our friends!

Why Blog? Three Reasons to Get Your Blog On

Thu, 30 May 2013 17:43:00 GMT

Blog, Baby, Blog!

Someone recently told me that blogging is “so last year” . Well, not so according to the Social Media Examiner’s 2013 Social Media Marketing Industry report. It reports that 70% of small businesses and 58% of large businesses intend to increase their blogging activity in 2013. Why? Because of the tremendous value and power of blogging.

Here are three of my personal reasons for getting your blog on:

Build Your Brand – Having a great brand doesn’t do anything for you if no one sees or understands it. Blogging gives you a free platform to showcase and promote your brand and what you’re all about. You can share your blog on all of the social media platforms, through email campaigns and newsletters.

SEO Visibility – Ah yes, that popular little word acronym for Search Engine Optimization or SEO. Google loves and rewards websites that continuously offer new and relevant content. It’s no longer just enough to stuff keywords into your website. You need to change your content regularly to get to and remain at the top of the page on Google searches. Blogging is the perfect way to do that AND to please your visitors. Additionally, if you link your blog to your social media accounts, you get links back to your site AND it is all searchable!

Industry Thought leadership – when you provide thought provoking, quality, information to your target audience you begin building yourself as an industry thought leader. If a potential client is considering you or your company this could put them over the top to actually reach out to YOU. It’s an easy and cost effective way to gain loyalty and build your business.

If you think about it, you could write a book. You could travel about speaking and sharing your knowledge about your industry. You could make videos showing who you are and what your company offers. You could offer free advice once you get a potential customer interested. Or you could do all of these for FREE and on demand. Blogging, in my book, is a terrific use of resources and gives back way more than you put in.

For additional, more detailed information about blogging, pick up my book “How to Become a Social Media Content Machine – Wordflirt’s Guide to Cranking out Killer Content”.

How To Become a Social Media Content Machine

Mon, 08 Apr 2013 15:39:00 GMT

The Mystery of Creating Great Social Media Content for Business is Solved!

I am often asked by my clients, “where do I get good content?” AND “how do you always come up with such great content?” It’s not a big mystery. In fact, it’s pretty easy. I won’t say that it doesn’t take time and effort, but the overall concept for curating killer social media content is:

Take the time to identify who you are trying to reach AND what they want

Brainstorm on what you know and what resources you can tap to get the content

Write or hire a writer to craft this information into posts (include images and video!)

Create a plan of action, including a schedule AND

Set up automation so that you don’t have to work on it every single day

Whether you are only using Facebook or you are a full Social Animal – you can learn my system for creating high quality social media content that will showcase you and your business as the Thought Leader for your industry.

I’m very proud to announce my latest book “How to Become a Social Media Content Machine – Wordflirt’s Guide to Cranking out Killer Content to Grow Your Business” available now on Amazon.com. Watch the video below to learn more about it:

Pick up your own copy and get started right away!

Enjoy reading the Foreword written by Social Media Legend, Kate Buck, Jr. (www.kbjonline.com) . Her experience and training has been pivotal in my development in Social Media.

I also want to give a shout out to my dear friend, Lisa Kingston, who designed the cover of my book. She is talented, patient and has a great intuition when it comes to knowing what I want!

I hope you enjoy the book and crank out your own killer content!

Whether you are only using Facebook or you are a full Social Animal – you can learn my system for creating high quality social media content that will showcase you and your business as the Thought Leader for your industry.

I’m very proud to announce my latest book “How to Become a Social Media Content Machine – Wordflirt’s Guide to Cranking out Killer Content to Grow Your Business” available now on Amazon.com. Watch the video below to learn more about it:

Pick up your own copy and get started right away!

Enjoy reading the Foreword written by Social Media Legend, Kate Buck, Jr. (www.kbjonline.com) . Her experience and training has been pivotal in my development in Social Media.

I also want to give a shout out to my dear friend, Lisa Kingston, who designed the cover of my book. She is talented, patient and has a great intuition when it comes to knowing what I want!

I hope you enjoy the book and crank out your own killer content!

Are You KILLING it With Your Content…or is Your Content Killing You?

Tue, 05 Mar 2013 19:25:00 GMT

I have a social media pet peeve ! I don’t like it when businesses cruise around the Internet and find other people’s things to post…simply re-tweeting or reposting another person’s article or image. To me it is lazy and it is NOT a social media strategy. Besides, if you’re trying to become known as a thought leader in your industry, you must create content, which represents that expertise. I’m not saying that you can’t share tidbits that you find or read. In fact, you should share these with your audience. But if you truly want to be known for your expertise, then you need to create content that showcases that expertise.

How do you know what killer content is? Here are three questions to ask yourself:

What problem does my business address?

By knowing exactly what your business does for your customers, you have a head start at creating content! Create a list of tips and tricks that help to solve the problem. You can use the list to craft social media content that showcases your knowledge.

What does my target audience need to know?

Perhaps you have learned about a new policy or law. Perhaps there are new products in your portfolio. Perhaps there is news about your industry. Don’t just share the link to the news, create your own interpretation and share THAT. You can even break it down into the main points and share it over the course of a week.

Most of your customers have peripheral interests that relate to your business in some fashion. Think about your ideal client and their demographic. By knowing them and their interests, you can provide information that appeals to them. For example, if you are a restaurant, you could share information about your community or nutrition or local events. If you’re a chiropractor, you could share health, nutrition and lifestyle tips. Or books you’ve read that your patients might like. Get creative but be sure to focus on your ideal client’s demographic.

Make your social media content stand out and represent you as a thought leader. You will be amazed at the way your customers interact with you and watch your social media followers (and your business!) grow!

How To Determine The Best Social Media Site for Your Business

Sat, 15 Dec 2012 18:17:00 GMT

I don’t believe that every business needs to have a presence on every Social Media networking site. If you have a full staff that can handle the upkeep of each site, then go for it! But if you are like most businesses, then resources and time are limited. You want the biggest bang for your buck so that you can get back to doing whatever it is that you do best in your business.

So how do you decide which social media site is best for you? Here is a quick overview of each of the major sites:

Twitter – I feel Twitter is good for business consultants and online marketers. Anyone who wants to show their expertise quickly and have a lot of expertise to share, should consider Twitter. The key is to attract targeted followers that you could use in your network, whether for networking and collaboration or actual deals.

LinkedIn – A must have if you are any kind of consultant. It’s a very high quality site for business networking and recruiting. The “groups” feature allows a lot of discussion and is almost like being at a networking mixer with people in your industry or target customer base. For all types of businesses, creating a solid profile and company page are key.

What All Social Media Sites Have in Common

You may wish to start with one site and make a concerted effort to posting and engaging your followers. If that site doesn’t produce much for you, try something else. What all of the social media sites have in common are:

Now go out there and give it a shot! And let us know about your successes by commenting here!

Wordflirt Digital Marketing Solutions

10 Reverse Mortgage Marketing Mistakes and How to Fix Them

Missed Opportunities to Build Relationships

The Missing Piece: Nurture

The Aerial View (Bigger Picture)

Where Things Start to

﻿ Break Down

The Over-Reliance on Referrals

The Visibility Problem ﻿

How to Approach These Fixes

Not Sure How Your Marketing Stacks Up? Take the Quiz!

Are You Using Your Website to its Full Potential?

Hint: It's More Than Just a

﻿ Digital Brochure

The Hidden Cost of an

Inactive Website

Your Website Should Be the Hub,

Not the Brochure

Drive people back to your website.

Website → Email → Website

The After-Hours Opportunity Most People Miss

What a High-Performing Website Actually Does

A Simple Shift That

Changes Everything

How to Use AI to Get More Leads from Your Website

AI Security and Compliance for Mortgage Pros

How to Start Implementing AI on Your Website Today

Summary of AI

Lead Generation Benefits

The Power of the Custom Knowledge Base

What are the Benefits for Reverse Mortgage Professionals?

How can AI Agents Help Generate More Leads?

Why use AI Voice Agents as a Virtual Receptionist?

AI Agents for Reverse Mortgage Professionals

What are AI agents and chatbots?

The Evolution of Website

Lead Generation

Is AI Compliant for

﻿ Reverse Mortgage Websites?

Understanding the Difference Between Domain Registrar, Hosting and Email Hosting

Domain Registrar vs. Website Hosting vs. Email Hosting:

Why This Confuses So Many Business Owners

First: Your Domain Name

Second: Website Hosting

Third: Email Hosting

How All Three Work Together

A Simple Way to Think About It

Why This Matters

The Botto m Line

Mastering Reverse Mortgage Newsletters: A Complete Guide

Why Reverse Mortgage Newsletters Matter for Your Clients

Key Elements to Include in Reverse Mortgage Newsletters

Educational Content and Updates

Client Testimonials and Success Stories

FAQs and Expert Advice

Designing Your Reverse Mortgage Newsletter for Success

Clean, Simple Layout

Responsive Design for Mobile Devices

Personalization

Crafting Engaging and Informative Content

Building a Loyal Subscriber Base

Maximizing Open Rates and Engagement

Legal Considerations for Reverse Mortgage Newsletters

Conclusion

Effective Reverse Mortgage Flyers

What is a Reverse Mortgage?

Why Choose a Reverse Mortgage?

The Importance of Reverse Mortgage Flyers

What Makes a Good Reverse Mortgage Flyer?

Target Audience for Reverse Mortgage Flyers

Who Should Consider a Reverse Mortgage?

Why Seniors Should Know About Reverse Mortgages

The Role of Financial Advisors in Reverse Mortgages

How Reverse Mortgages Benefit Retirees

Designing an Effective Reverse Mortgage Flyer

Creating Attention-Grabbing Headlines

The Importance of Clear and Concise Text

Using Imagery to Enhance Engagement

What Information Should Be Included?

Effective Locations to Reach the Target Audience

Break Down

The Visibility Problem

Digital Brochure

Reverse Mortgage Websites?