If you have never taken the time to Google “title companies near me,” you should stop and do that now. You will likely get pages of results, including local title companies and those that are at the national level offering services in your area.
The market in this industry is saturated. That means, if you want your title business to stand out, you are going to have to work for it.
This is where content marketing enters the picture.
When used properly, content marketing can help you grow your title business to become a trusted leader in your community. It also aids in boosting your website traffic, social media engagement, and more. But what is it and how does it work?
Keep reading for a closer look at content marketing and how it can help you grow your title business.
What is Content Marketing?
Content marketing is a marketing strategy that is used to help businesses reach their audience. It involves the creation of relevant content, such as blog articles, videos, social media posts, and the like that will attract the attention of potential customers.
The right content will encourage engagement from the audience. This may be clicking a link to visit your website or liking and following a social media page.
While the specifics of content marketing strategies may look different from business to business, the overall goal is to boost audience awareness of your brand — and keep it at the forefront of their minds.
Content Marketing for Title Companies
When it comes to marketing your title business, how do you extend your reach? How do you make yourself the go-to title agency in your geographic area? Creating a content marketing strategy that can help you build your audience organically over time is a great idea.
Remember, content marketing is not a sales pitch. You aren’t fighting for the attention of just those who are buying a home, for example. Rather, you are capturing the attention of everyone in all areas of your sales funnel. Even those who may not need a title company today may become aware of your brand over time. A couple of years down the road, when it is their turn to make that investment, they know you — and they trust you. Why would they hire anyone else?
Here are a few things to consider for your title company.
Reach the Right Audience
Before you do any content marketing, you want to make sure you have the right audience. Who are you trying to reach? Local realtors? Homebuyers? Homeowners? Sellers?
Reaching the right audience takes some time and a clear definition. But it is a necessary step for putting together your content marketing strategy. After all, once you know who you are talking to, you can start creating social media posts, web content, and so on that will grab their attention.
Provide Information on Relative Topics
Let’s get real for a moment. Most people don’t have the slightest idea what a title company actually does. They know that they need one, but they don’t always understand things like title searches, title insurance, and title commitments.
Therefore, if they find themselves in need of a title company, they are going to go look for one — and may ask Google a lot of questions along the way.
Creating a good content strategy that addresses the big questions and provides the needed information can position you as an authority in your industry. This can lead to some successful marketing.
Be Consistent
The need for consistency is two-fold. You want your future customers to know that they can rely on you — so you don’t want to post on social media today and then not show back up online for a couple of weeks. You should be posting at a good frequency and coming back to interact with those who are engaging.
What’s more, you want to consistently post blog articles to help bring informative content and boost your website SEO, increasing your rankings in search results.
The more consistent you are with your posting will make it look like you have everything together and it will benefit you with brand awareness and SEO.
Find Growth with Content Marketing
When done right, it is very possible to grow your title business with content marketing. The key is to create an effective strategy — and then monitor your progress.
Certain blog topics resonate better with your audience than others. Or, one social media platform may have more engagement than another. Monitor your progress and tweak your strategy as needed to get the results you are looking for.
Of course, working with a professional team of digital marketers will always yield the best outcome. Your competitors are using professional content marketing and you should, too.
We’re here when you’re ready.
Dalton Digital is a marketing agency focusing exclusively on helping title companies grow their closing volume - and retain their clients. Contact us today to discuss ways digital marketing can help to grow your title company in any economic climate.