This document provides an overview of digital marketing strategies for small businesses, including personal branding, content marketing, search engine optimization (SEO), social media marketing, and email marketing. Some key points covered are focusing content marketing on creating valuable and relevant content for a clearly defined audience, using keywords and backlinks to improve SEO ranking, identifying goals and audiences for social media marketing, and growing an email list to send automated email sequences.

1. Marketing & Lead Generation
Digital Marketing

2. What we’ll cover…
The rise in digital technologies is transforming how we build and promote our businesses,
reach, engage and deliver value to our customers.
With a proliferation of media channels, we must understand these new digital tools and be in
a position to implement digital strategies that add value to the marketing mix and integrate
with already established marketing and business practices

3. Some features of a good online marketing strategy
A good online marketing strategy needs to have following features:
• Expected – People expect you to have it in place. If you don’t have it, they may value your
business lower;
• Accessible – It is not hard or complicated to learn and apply
• Affordable – You don’t need to spend much money to set up and run
• Valuable – It should offer high potential returns.
• Flexible – It should be flexible and scalable

4. 01. Your personal branding
One of the best ways to jumpstart your business is to start building your online personal brand.
You exist online as much as in person, which is both a benefit and a detriment when you are
planning to look for new customers.
Here are some tips to build a substantial personal brand online:
• Choose the platform that work for you and best fit your professional brand and goals.
• Focus not on yourself, rather on what you can do for your customer
• Be realistic – Work on it slowly and focus on doing it right

5. 02. Content marketing
Content marketing is a strategic marketing approach focused on creating and distributing
valuable and relevant content/information to attract and retain a clearly defined audience —
and, ultimately, to drive profitable customer action.
The key differentiation of content marketing and other marketing material is “Valuable and
Relevant.” That’s what makes content marketing so intriguing in today’s environment of
thousands of marketing messages per person per day.
tips to make your content marketing more effective
• Make a plan
• Know your audience
• Decide where and when to post
• Quality over quantity
• Mix up content
• Focus on relevance of content
• Optimise the content
• Test, experiment and improve

6. 03. Search engine optimization (SEO)
Search Engine Optimization or SEO, It is the process of getting internet traffic to your website
from the free or organic search results on search engines. The main work in SEO should be
focused on improving your website’s relevance rank in the search engine, such as Google.
The elements that can improve your website’s rank are:
• Keywords in the content – Use the language your audience can understand in your content
• Backlinks – The links sent back to your site from other sites.
• Contents – Readability. Make sure the content is clear, relevant and up to date.
• User experience - The longer people stay on the site, the higher your site will be ranked in
search engine
• Speed – The speed of the site being loaded is also a factor to affect your site’s rank
• Social media – The backlinks to your website in the shared content in social media

7. 04. Social media marketing
Social media marketing is a powerful way for mortgage businesses, in fact any business, to
reach prospects and customers.
Your customers are already interacting with brands through social media, and if you're not
speaking directly to your audience through social platforms like Facebook, Twitter, Instagram,
and Pinterest, you're missing out!
Great marketing on social media can bring remarkable success to your business, creating
devoted brand advocates and even driving leads and sales.
Here are 7 steps to a create winning social medial marketing strategy:
• Identify the goal of your social media
marketing
• Research your social media marketing
marketing audience
• Establish the metrics that is important to you
• Research your social competitive
landscape
• Build engaging social media content
• Engage with your audience
• Measure and improve

8. 05. Email marketing
Email marketing is the highly effective digital marketing strategy.
Effective marketing emails convert prospects into customers and increase the stickiness of your
customers to your business.
One of the most important features of email marketing is that you own the email list. It will stay
with you no matter what happens to any platforms.
Here are some “to-does” to create an effective email marketing strategy:
• Build and grow the email list of your target prospects
• Segment your email list by prospect profile
• Good quality email marketing content
• Improve the email open rates
• Automate your email marketing using email sequence