Marketing 101: Planning & Implementation

How Cobalt loan officers can implement inexpensive

and efficient marketing tactics to generate new customers.

Planning & Implementation

Company Introduction

Bop Design is a full-service marketing communications agency that understands the challenges of a small business. We provide the following services:

• Advice on allocating your marketing dollars, focusing on high-quality initiatives that maximize ROI and increase visibility

• Strategic, consistent design that connects with your clients, communicates your unique value proposition, and builds brand loyalty

• Professional, effective marketing communications that fit within your budget

• Services include branding, logo design, web design, SEO, and SEM

Planning & Implementation

Lead Generation- Loan Officer

• Limited Budget– Usually between 2% and 10% of revenue– When starting out, should be closer to 10%– $10,000 for $100,000 annual revenue

• How do you allocate limited funds?– Efficiency– Effectiveness

• Tactics suggested– Website/Web Marketing– Professional Networking– Social Media

Planning & Implementation

Loan Officer’s Website

• Client’s First Impression– Credibility piece– Lead Generator– Foundation

• User Interface Design– Not only “look and feel”– Most information in least amount of clicks

• Resource Center– Give 25% away for free– Blog and News Section– Prospects and Clients keep coming back!

Planning & Implementation

Web Search- “Home Loan”

SEO-OrganicResults

SEM-PaidResults

Planning & Implementation

SEM- Search Engine Marketing

• PPC: Pay-per-click ads

• CPM: Cost per impression

• Google AdWords

• Design Ads Based on Keywords

Planning & Implementation

SEO- Search Engine Optimization

• 90% of web searchers click on organic results• Search engine spiders crawl your website looking for keywords

and other information relevant to the search• Focus is on the content on your website• Content/keyword rich• External links• Metadata• Web Search algorithm

determines placement

Planning & Implementation

Search Engines- Most Popular

Planning & Implementation

Analytics- Monitor Web Results

•Install Google Analytics on your website•Helps track-

• Number of Web visitors• Geographic region• Pages viewed• Time on site• Domain name (company)• Keywords typed• Organic or Paid Search• Overall effectiveness

Planning & Implementation

Web- Why More Effective and Efficient?

•“Click and mortar” vs. “Brick and mortar” costs•Traditional advertising vs. Web Marketing•Track-able•Highly targeted•Lead Quality over Quantity•Much less money to get involved

Planning & Implementation

Next Week- Growing Your Business

• Social Media– Facebook– LinkedIn– Zillow

• Direct Mail

• Email Marketing

• Any questions?

Thank You!

Contact:

Jeremy Durantjeremy@bopdesign.comwww.bopdesign.com760.470.1275