You Don t Need To Advertise A Good Party: Marketing Blueprint

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Augustine Cook
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1 You Don t Need To Advertise A Good Party: Marketing Blueprint 10 Ways to Help you Create your Marketing Blueprint, to Drive your Business Forward in the Title Industry: BILL SVOBODA CO-FOUNDER CLOSESIMPLE

The Foundation to Building Online Marketing in Title: While Marketing is an important aspect of business if you do not have a business, product or service worth marketing, you are building your

2 The Foundation to Building Online Marketing in Title: While Marketing is an important aspect of business if you do not have a business, product or service worth marketing, you are building your business on shifting sand. Your number one goal should be to have a solid foundation, beginning with the company and its people (culture, core values, et.), then focus on the Processes and Products you sell. Once you have these in order, it s time to pour some fuel on the fire and get the marketing engine going. In this Marketing Blueprint, I ll outline 10 ways to help you create your own Marketing Blueprint. I d love to hear how it works for you once you get it going. My address is in my signature below, so please drop me an once you implement anything. 10 Ways to Help you Create your Marketing Blueprint: 1. Make sure your website is Responsive. If your website is not responsive, stop right now and get a responsive website. If you are unsure if your website is responsive, check it right now. Pull it up on your mobile device (phone or tablet) and if you need to zoom in to see things, it s not responsive. It should reformat itself to fit the screen and look good. Here are a few easy platforms that you can build a responsive site on for little to no-money: - Squarespace.com - Wix.com - Weebly.com - Squarespace.com - GoDaddy.com even has a sitebuilder that you can use if you buy your domain there. 2

3 2. Get your Google Places/Business Account Setup (places.google.com) With this setup, you will increase your Google Search presence, along with allowing customers to give you a review that can be seen on a search. 3. Get Google Analytics setup on your website (analytics.google.com) Once you can analyze the data, you ll be able to see if people are viewing certain pages on your site as well as what geographic region they are in, how they came to your site (were they somewhere before?) and what keywords they might have searched to find your site. There are lots of fun things you can learn by digging into Google Analytics. 4. Google yourself. Do you like what you see? Do you need to do something about any of the things you see in your search results? Not happy? Consider re-creating content or renaming certain pages on your website that you are not extremely proud of, or possibly consider creating new content to push down some of the content in a google search that you don t want to be seen as high. Should there be a real issue with someone slandering you on a site that you don t own, consider calling in some professional help at 5. Define who your Ideal Customer is, and who they are not. Stop trying to be all-things-to-all-people. Start targeting who you really want to work with and becoming laser-focused on attracting them. An easy way to begin is to categorize your favorite clients to work with based on a simple ASL category: Age, Sex, Location. From there you can move on to more socio-economic categories, but those 3 are a great way to start. Next step is defining your ASL client profiles within these categories: - Home Buyers/Sellers - Real Estate Agents - Mortgage/Loan Professionals - Attorneys - Etc. Then, the Big Question to ask about each of these people is this What do they want out of the title closing?... what is their win? 3

4 Let s do 3 of them right now: 1. Customer Profile Name: Customer Profile Role in Process: Age, Sex, Location: How they prefer to be contacted: Their Win: 2. Customer Profile Name: Customer Profile Role in Process: Age, Sex, Location: How they prefer to be contacted: Their Win: 3. Customer Profile Name: Customer Profile Role in Process: Age, Sex, Location: How they prefer to be contacted: Their Win: 6. Define your Value Proposition. Your ASL Customers Win, should be directly reflected in your Value Proposition. Remember, you re not really selling title insurance, you re selling a dream and the keys to a new home. In defining your Value Proposition, remember Simplicity and Repetition. How easy is it for customers (listed above) to actually understand what you are doing? And are you the first title company that comes to mind when someone mentions your city and title in the same sentence? If not, why? A great resource for this is Donald Miller and his book StoryBrand, where he outlines 4

5 how to create compelling story about your brand (putting your Value Proposition in the right place in a customers mind). How would you describe what you do to your 3 Customer Profiles? Let s fill out what your value proposition is for the 3 defined Client Profiles above: Customer #1 s Win : Customer #2 s Win : Customer #3 s Win : Another great resource for this (if you wanna dig deeper into your Brand and Value Proposition) is Donald Miller and his book StoryBrand. In this book he outlines how to create compelling story about your brand (putting your Value Proposition in the right place in a customers mind), although this might be more work than is needed to get you started. Here is his StoryBrand BrandScript: More info available at Storybrand.com. 5

7. Systemize your Communication with a workflow that everyone on your team will follow. Save time and look amazing by creating a closing timeline that outlines what will happen on each file.

6 7. Systemize your Communication with a workflow that everyone on your team will follow. Save time and look amazing by creating a closing timeline that outlines what will happen on each file. This is something that will help communicate the closing steps to a new hire, as well as to a consumer, Real Estate Agent, Loan/Mortgage Professional or Attorney. You can create your own, or use something like CloseSimple to auto-generate them for you within your backend title production software, automatically sending the updates with the timeline in them. Question... What would yours look like? Maybe doodle one out here: 8. Create Content. One reason I emphasize getting your Company/People down first, then your Processes and Product Offering next, is because unless you have these two layers complete, it can be hard to actually create good value-adding content about your business and what you offer. The best content should come from success in your operations. What are some of your ASL Customers Wins that you can highlight? Stop talking about yourself all the time and start talking about them and what they want out of the 6

7 transaction. We ve all seen enough of the 3 Things to consider before you choose a title company, posts. How about if you started talking about the wins, instead of the how you got to the win? What are some of the Wins you described in Step 5, and how can you highlight them by creating good content? Brainstorm a few here: Topic #1 Topic #2 Topic #3 9. Share on Social Media. It is important not to be everywhere though- ask this question: Where are my customers? That is where you should be. Just because you can be on all of the social platforms does not mean you need to be. What are the Top 2 Social Media Places your customers are? Focus your effort on these two platforms to begin. 10. Take it Offline. Make sure you have moved from a Customer Service Mindset to a Culture of Care. Consider doing the Zappos Challenge. 7

Here are 2 Blog Posts we wrote as a resource for how you can do the Zappos Challenge in your business, to move from a Mindset of Service, to a Culture of Care: https://www.closesimple.

8 Here are 2 Blog Posts we wrote as a resource for how you can do the Zappos Challenge in your business, to move from a Mindset of Service, to a Culture of Care: (BONUS) It should go without saying, but have fun marketing! Now that you have the fundamentals down, start adding Marketing Automation and CRM tools like Hubspot, SalesForce, Infusionsoft to your tech bundle. You can also start getting smart with the tools you use on your site, potentially using HotJar to see what people are actually doing when they visit your site. Videos are also a great resource for customers, so YouTube, Vimeo or Wistia are great options to help you put your best foot forward. Here is a full list of what I mentioned in my presentation: Videos: Vimeo, YouTube, Wistia, BombBomb Website Performance: Hotjar, HelloBar, Olark Reviews: TrustPilot Social Media Management: HootSuite Content Creation: Canva, Fiverr, Upwork, Guru /CRM & Marketing Automation: MailChimp, InfusionSoft, HubSpot, ActiveCampaign, SalesForce Summary: It s all about creating an experience that worth marketing. If you are more concerned with filling your sales funnel, than providing the best closing experience for everyone already in your sales funnel, you will lose. 100% of the time. 8

Focus on your customer experience, and just like I always like to say, You don t need to advertise a good party, because a good party advertises itself. That s the goal.

win, BIG! Thanks for reading and talk to you soon! ~Bill Svoboda CloseSimple, Co-Founder bill@closesimple.

9 Focus on your customer experience, and just like I always like to say, You don t need to advertise a good party, because a good party advertises itself. That s the goal. If this has helped you in any way, or if you wanna chat about how to implement any of the things I outlined, please let me know, because I don t just wanna see you win, I wanna see you win, BIG! Thanks for reading and talk to you soon! ~Bill Svoboda CloseSimple, Co-Founder bill@closesimple.com CloseSimple helps Title Companies communicate better during the closing process through Automated Text Messages, Updates & our Pizza Tracker for Title, ultimately helping drive your business forward while adding efficiencies to let you focus on growing your business. 9

YOUR SOCIAL MEDIA WORKSHOP

YOUR SOCIAL MEDIA WORKSHOP Did You Hear? User Stats On Social Media BUT HOLD ON! WHO REALLY CARES ABOUT PICTURES OF YOUR LUNCH? You Might Be Thinking What about my personal privacy? Will social media become