Broker of the Future:
Go Digital
Digital marketing campaigns can be created to fit any budget, timeline and level of marketing expertise. You can keep it simple with email marketing and social media or kick it into high gear by adding webinars and virtual events.
CONTINUE ON YOUR DIGITAL JOURNEY >>
• The first critical step to any campaign is to
develop a strategy, including goals, audience,
timeline, tactics, etc.
• Be sure all team members have access to and
understand the strategy.
Develop a strategy
• Before the campaign begins, be sure your
educational content is ready to go. Then
use this content to promote your
product/service in emails, social, webinars,
videos, blog posts, advertising, etc.
• Content can simply include webpages and
one-pagers or more targeted content such
as infographics, videos and white papers, etc.
• Just be sure your content is relevant to
your clients' needs, easy to understand
and includes a consistent message and
call to action.
Educational content
• If you’re just starting out, sign up for an email
marketing platform for assistance with design,
compliant laws, analytics, and list maintenance.
• Be sure your email content is concise, relevant to
your audience, interesting, and includes a specific
call to action.
• Create email campaigns with different targeted
content to send to specific client groups.
• Utilize automated email programs to send a series
of emails to your distribution list based on their
actions. For instance, contacts who click on one link
in the email will receive a targeted follow up email
and contacts who click on a different link will receive
a different follow up email.
Targeted email campaigns
• If you are new to social media, start by creating an account
on the platform that makes the most sense for your clients.
• Utilize excerpts from your educational content, highlight
your company and team members, and share fun facts
to create social posts.
• Don’t forget a Call to Action!
• Create posts for the entire lifecycle of your campaign.
• Use hashtags and tag partners to create additional buzz.
• Encourage employees to share your company posts.
• Once you become comfortable with social, create
ads, sponsor posts and showcase company pages.
Social Media
• Free organic advertising can come in the form of
a google search. To take advantage, be sure your
website content contains the keywords your
clients will search when researching your products.
• To improve your chances of appearing in a Google
search, create and purchase search engine campaigns.
• If your budget permits, think about purchasing ads
with industry and client-facing publications,
promotional emails, websites, etc.
Advertising
• If your campaign involves the launch of a
new company, product or service, or if
you have a newsworthy thought-
leadership piece related to your
campaign, send a press release to
client-facing news outlets. If interested,
they may write an article about your
company or highlight your news on their
website, social media pages, emails, etc.
• You can also try pitching a story idea to
publication editors to see if they will write
an article or conduct an interview
featuring your company/product.
Media relations
• If you have a lot of insights to share, think
about creating a blog!
• Blogs should be updated frequently, so
only create a blog if you have time to
commit to regular posts.
• Use your blog to create a series of posts
related to your campaign.
• Promote each blog post on social media
and in email campaigns.
Blog posts
• If you want to reach a large number of clients at
one time, consider scheduling a webinar to
promote a product or service. Many webinar
platforms will offer a free entry level subscription
that you can check out before committing.
• If new to webinars, start out by simply creating
and speaking to a PowerPoint presentation
during the webinar.
• As you become more comfortable, turn on your
camera and talk directly to your audience, add in
a few survey questions or games, or even share
the screen with a co-host.
Webinars
• Start your video journey by simply
creating a video of yourself with your
phone/laptop talking about your company
or announcing a new product/service.
• To take it one step further, invest in an
online video software platform that
provides templates to help you create
animated and presentation style videos.
• Finally, you can hire a professional video
vendor to create animated and interview
style videos. They will work with you on
the strategy, storyboard, voiceover,
visuals, music and more!
Video
• Use events to promote your company,
celebrate a milestone, launch a new
product/service, etc.
• Take advantage of an existing
industry/client-facing event by becoming
a sponsor. Sponsorships range from
simply appearing on the event
website/invitation to sponsoring an entire
aspect of the event such as a dinner/gala.
• You can also organize your own digital or
live event! This is a great way to promote
your company that allows you to have a
little fun and connect with your clients in
a more personal way.
Events