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DNA Lending Group Deliverable

Campaign Goals

  • Increase Awareness: Help people understand the purpose and benefits of the lending group.

  • Generate Leads: Establish trust and credibility to attract potential leads and guide them through the sales funnel to conversion.

 

Briefing

We will conduct a comprehensive analysis of the current marketing activities, including social media performance, email campaigns, competitor analysis, CRM, and more. This will help identify what is working and areas for improvement.

 

Our focus will be on digital channels, primarily website, social media, CRM software, and email marketing. This document will emphasize the first two stages of the marketing funnel.

 

Funnel Stages

Interest & Consideration Funnel.jpg

Strategy and Tactics

  • Awareness (Story telling: Wellness, Finance Literacy + Brand Values)

    • Social Media: Focus on three channels with the possibility of expanding to a fourth. Initially, concentrate efforts on Instagram, Facebook, and TikTok, and eventually add LinkedIn to the list. This project will require high-quality video content and carousel posts that maintain the brand colors and consider limitations, such as including the Mortgage Alliance logo. Every piece of content should fit into a content bucket (news and educational, personal, promotional) and aim to be insightful, relatable, or funny. Additionally, we could explore further possibilities to increase reach through alternatives like influencers, partnering with realtors, and contests.

    • Website: Craft an SEO-optimized website to amplify organic reach across search engines, complemented by keyword-optimized blogs. Strive for user-centric design, ensuring seamless navigation, prominent contact information, and compelling CTA buttons.

    • Google My Business: Establish a profile and strive to accumulate positive reviews.

    • Podcast: Determine the essential equipment needed to start, such as a microphone and at least one camera. This will be helpful to record the social media content too. The essentials are:

    • Email Signature Update: Include link to your latest podcast.

    • Badges: Pursue local and niche awards to enhance credibility and trustworthiness.

  • Lead Generation

    • Digital ads: Experiment with different platforms to find the best conversion rates at the lowest cost. Create high-quality, catchy ad creatives and user-friendly landing pages. Use lead magnets to attract potential customers. Give away the secrets and sell the implementation.

We could experiment with advertising across three key platforms:

  • Meta Ads Lead Collection. This should seamlessly integrate with BluMortgage or Zoho, leveraging Facebook and Instagram's robust lead generation tools.

  • Google Ads: Utilize keyword and locally optimized ads, with the added benefit of ad credits for first-time users of the platform.

  • TikTok Ads: Take advantage of their ad credits for effective promotion.

  • Additionally, consider specific website advertising:

    • Set up a free profile and actively engage on platforms and forums such as Zillow and Zolo to enhance client awareness and conversion.

  • Update Business Card: Add a QR code to an optimized Linktree.

  • Lead Nurturing

    • Email Marketing: Develop email collection strategies, newsletters, and follow-up campaigns. Use automation tools like BluMortgage or HighLevel for efficiency.

  • Lead Conversion

    • CRM: Use CRM software to manage leads and move them through the funnel.

    • Retargeting Ads: Focus on platforms that yield the best results.

  • Loyalty

    • Referral Marketing Campaigns: Implement strategies to encourage referrals.

 

Timeline

This document is a preliminary briefing based on initial research. It requires further development with specific dates and should be updated as necessary. Each stage of the funnel needs a detailed marketing strategy with a timeline and a spreadsheet for tracking progress. The goal is to have the entire strategy fully operational within a year.

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