How to stay competitive with technology

by Kathleen Aoki August 17, 2015

Social, mobile and cloud technologies are moving forward at a breakneck pace, as are the marketing strategies that rely on them. Are you doing everything you can to stay competitive?

Thanks to the widespread adoption of mobile and the cloud, new technologies are driving a major paradigm shift in marketing. With that in mind, here’s a look at how brokers can ensure that their marketing and communications strategies remain relevant into the future.

Develop a strong mobile strategy

With the popularity of mobile search there’s a great opportunity for brokers to reach customers through mobile. Instead of seeing mobile as an ‘add-on’ to your marketing efforts, it’s important to view it as a strategy in its own right. A good starting point is to think about how your target market interacts with mobile devices throughout the day, and to ask yourself:

  • Is my website mobile-friendly and easy to navigate?
  • Does it contain an easy path to conversion while minimising the number of clicks?
  • Has it been tested for usability across a variety of devices?

The more user-friendly your mobile experience, the greater the chance that potential clients will want to connect with your brokerage and product offering. As mobile will continue to dominate search into the future, it’s an area that brokerages can no longer afford to ignore.

Considering creating simple informational videos

Video content is predicted to drive nearly 80 per cent of all web traffic by 2019, and having a well-designed video content strategy is a powerful way to connect with existing leads and attract new ones.

YouTube is now the world’s second-largest search engine, so the time has come for brokers to consider video content as a primary means for delivering value to clients while simultaneously driving more traffic and qualified leads to their site.

With the advancements in mobile technology being as great as they are, it’s possible to make fairly high quality video with just your iPhone or iPad, a microphone and an app. Videos need not be complex – consider which questions your customers most often ask and create a series of videos of yourself outlining the answers to the camera.

To start building brand awareness and generating more leads with videos:

  • Identify your customers and develop a video content strategy based on their information needs.
  • Create your own presence on YouTube and promote your videos across channels (social media, email, website).
  • Commit to a regular, ongoing video-posting schedule as part of your overall strategy – the more videos the better.

Get to know yourself and your competitors better

Today there are many tools available to make the job of analysing your marketing efforts simple and straightforward. One handy online tool is HubSpot’s, which allows you to assess your website alongside your competitors’ while offering detailed suggestions on things you can improve.

As technology continues to disrupt the marketing landscape, the implication for brokers is clear: connect with clients where they search by providing timely and relevant content across their preferred platforms and devices. Taking into account the shift from desktop to mobile usage, brokers must focus on delivering valuable content where it’s being demanded in order to stay ahead of the curve.

To learn more about how your marketing strategy can help your business beat the competition, please contact us.

Kathleen Aoki

Kathleen Aoki Linked in

Kathleen Aoki is a marketing professional, writer and blogger with over 10 years' experience in the IT industry. As a freelance writer, she has written for a variety of industry publications and blogs across Australia on the topics of marketing, social media, SEO, mobile technology and more.

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