The 2023 marketing trends you need to be on top of to build your brand

With continual updates to Google’s algorithm and the constant evolution of social media, digital marketing never stands still. As a broker in a digital marketplace, it’s important to keep up on the front foot to stay ahead of your competitors and win more customers.

Here are the 4 digital marketing trends that will win clients in 2023.

1. Short-form video

Our attention spans are getting shorter. Our busy lives have also changed the way we consume information. Last year, the growth rate for short-form video continued to accelerate and will continue to do so as we move into 2023. Video content will help you stand out from the crowd - if it's done well.

The average watch time on Facebook now is 9 seconds. But the actual time it takes for consumers to decide whether your content is worth their interest, is much, much shorter.

Authenticity and originality should be the pillars of your strategy in 2023 and that’s where Loan Market’s Broker Reel solution steps in.

Broker Reel helps broker businesses create thumb-stopping video content.  It supports deeper relationships with audiences to build brand awareness. Brokers can book a 2-hour video shoot with Loan Market’s in-house content creator to get 6 fully edited videos (music, captions, colour grading, intro/outros, name straps and audio treatment) to promote on their social channels including Facebook, Instagram, Google Business and Youtube.

2. Greater focus on Customer Experience (CX)

Customers are now connected to multiple devices - mobile phones, laptops, PCs and tablets - and move from one to another throughout the day. It’s critical that brokers deliver a consistent and unified experience across all touchpoints.

Functionality across online channels needs to be consistent as is a personalised touch and tone. By being across multiple channels offers brokers more opportunities to be top-of-mind and engage with customers.

Content that’s informative, breaks down finance jargon in easy to use terms and presents the broker as helpful and approachable is key across channels.

A multi-channel customer experience should, at a minimum, include:

• an easy-to-navigate website that is optimised for conversion
• monthly blog topics that cover topical issues and finance questions (written by a professional, so brokers can stay focused on their existing customer service)
• social media pages which are driven by a properly constructed content calendar
• an optimised Google Business Profile where positive client feedback drives the necessary social proof to convert customers.

3.   Email marketing to FIRST-PARTY database

Almost everyone has an email account. Email marketing is therefore a logical channel for businesses to connect with their customers.

At Loan Market, we provide automated communication solutions for brokers so relationships with prospective and post-settlement clients remain strong.

Built into MyCRM, Loan Market’s prospect marketing automation enables brokers to convert more leads into clients with automated nurture email sequences. Communications are sent on a fortnightly basis featuring content that is relevant to their persona.

Once a borrower has settled, MyCRM also powers a client retention email program which ensures brokers stay in Touch for the life of the loan and beyond. Communications are automatically sent from the broker to the client at key points in their financial journey, such as when their fixed-rate period is set to expire.

Loan Market also produces three newsletters every month for brokers to share with clients keeping them up to date with topical and evergreen content that affects them as borrowers.

4. Leveraging Voice Search tactics for SEO

Thanks to Alexa and Google Home, conversation between a user and a search engine has become a popular method of information seeking. Question-answering content will flourish in 2023 as a conversational marketing tactic to drive traffic to a website.

Talk it Up is Loan Market’s powerful SEO solution to get brokers ranked on page 1 of Google for ‘typed and talked’ searches in local areas.  After 12 months of using Talk It Up broker businesses can experience a 3x uplift in engagements on their Google profile.

Ready for 2023’s Marketing Trends?

Broker businesses must constantly evolve their marketing strategies and tactics to stay one step ahead. As Google rolls out new algorithms, new technologies emerge, and the lending market tightens, you need to stay agile, innovative, and data-driven to succeed in 2023.