In today’s hyper-connected world, it’s easy to lose sight of the bigger picture and get consumed with minutiae. For example, what marketers say about their costs for marketing often blurs the lines with discussions about the best content strategy or how effective their social media campaigns are. But is every detail that comes up in these conversations relevant? Most likely not. However, there are certain underlying beliefs that most marketing professionals or title company owners have that are detrimental if they’re not challenged on a regular basis. Let’s take a look at three of the most common beliefs that will sabotage the marketing efforts for your title company if you let them persist.
1. You Need a Perfect Solution
Marketing in the title insurance industry is a long-term effort that can’t be shortened or made successful by a few short bursts of activity. That doesn’t mean you need to forgo short-term campaigns that fit well with your schedule, though. What you need is to embrace that any marketing endeavor must fit into a complete, large-scale picture of your business and brand. And like a painting or puzzle, it has to come together with all pieces in their correct places. If you go into a marketing campaign with the expectation of finding the “perfect” solution, you probably need to evaluate the nature or desired outcome of your planned campaign(s).
2. You Can Create a Marketing System One Day and Forget It The Next
Marketing for title agents is a process that requires patience and a willingness to test different strategies. You can’t force an approach that works in one industry because it may fall flat in the title insurance industry. We all know that our industry is unique and built on relationships. You also can’t expect to build a semi- or fully-automated marketing system and never check it again. Even the smoothest time-saving marketing automations still require the occasional check-in. Many marketers and title insurance company owners dream of creating digital campaigns that run with zero maintenance from the day they go live. While it’s absolutely possible to set up dozens of automations that handle marketing “grunt work,” you still need to update things like branding, logos, and of course content on a regular basis. Rather than aiming for 100% of your marketing efforts to be automated, build the system that you can, and apply a human touch to the rest. You’ll be pleasantly surprised by how refreshing it is to have the best of both worlds.
3. A Campaign That Didn't Generate Ideal Results Is a Failure
Marketing is a process that consists of numerous strategies built around at least one long-term campaign. It’s also important to understand that even if a campaign doesn’t generate the results you hoped for, like social media ROI for your title company, it’s not a failure. Powerful, successful marketing campaigns are always the long-term game. If a campaign fails, that doesn’t mean you should rethink everything you were doing. It’s a sign that you should gather as much data as possible so that you know where to improve next time.
The Bottom Line
Marketing is an important part of your title business, but it’s not a trick to be mastered. The most important aspect of marketing is to understand who your customers are, what your customers want, and how to best connect with them to deliver content. If you can do that, you can create a successful marketing strategy.
Here’s a recap of the three key points we covered in this blog post:
● You don’t need a perfect marketing campaign or strategy to succeed. Instead, you need a plan that’s based on target audience data for a channel that’s relevant to your business. ● Though marketing automation is one of the great blessings of the modern age, you can’t automate 100% of your marketing efforts. Instead, automate what you can and leverage your humanity when talking with clients, sending proposals, or sharing great news. ● You didn’t fail just because your marketing campaign didn’t go as hoped. View it as a learning opportunity and gather as much data as you can, so you can dial in better next time.
Dalton Digital is a marketing agency that focuses exclusively on helping title companies grow their closing volume. Contact Us today to discuss ways to grow your title company in any economic climate.