Leadership in Digital Marketing

The Wilson Organization (TWO) was asked how leadership training at all levels – and particularly “soft skills” – leverages social media to capture the future of digital marketing effectiveness.

Background: This Home Loan mortgage company handles $3.5B in originations each year. With 700+ employees, they have a large sales force that has helped hundreds of thousands of homeowners purchase their dream home or refinance their existing homes. As a leader in customer satisfaction within the mortgage industry, the company is seeking to continue working with consumers in ways that better align with their behaviors today: digitally.

The mortgage industry is heavily regulated, requiring integration of information technology/security and legal departments with all marketing initiatives. Nonetheless, this firm was determined to innovate in this laggard industry by positioning themselves as a digitally-savvy and capable organization, focused on consumers ease of communication and positive customer journeys. With that in mind, they reached out to TWO and our affiliates to assist in a digital transformation.

 

What We Did: TWO became intimately involved with its client, learning about their consumers, their business operations and philosophy, past marketing initiatives, technological and regulatory limitations, and resources to execute initiatives.  The hands-on approach of this consulting arrangement took place over three months. The process and result is as follow:

Phase One: Market Intelligence.  In this capacity, TWO conducted market research, facilitated interviews with staff, partners, and customers, profiled our client’s ideal customers with descriptors and narrative, and analyzed the market for foundational information required in development of a digital marketing strategy.

This market analysis provided us with deep understanding of the market, the consumers purchasing patterns, and opportunities to establish a powerful digital presence for our Home Loan Mortgage client. By leveraging the company’s core competencies, the desires of ideal customers, and the competitive landscape, we can ensure that efforts to grow the online channels are optimized for efficient lead generation, deeper market penetration, and overall revenue growth.

Selecting the correct online channels and communicating with the audience with a clear, compelling value proposition is vital for effective digital marketing. Additionally, defining the target audience in descriptive and narrative form is empowering to all internal marketing and sales staff and efforts, both currently developed and in the future. This provides consistency for the brand in all communications – whether direct, in-person selling, on the website, or otherwise.

It was important to shift interactions from transactional to relationship-based touchpoints.
They act as the beginning of long-term connections with loyal brand ambassadors.

Phase Two: Digital Strategy Development.  Armed with the market intelligence from our initial analysis and findings, we worked with our client’s team to develop a digital strategy, including elements such as the digital sales funnel, content marketing & social media marketing, social advertising, search advertising, user experience changes, and marketing technology recommendations.  Digital strategy is the core of our digital efforts, providing us with a clear methodology of targeting our audience, acquiring qualified leads, nurturing leads, and converting leads into customers.

The Result.  After these two phases of digital transformation, our Home Loan Mortgage client was provided with a complete, comprehensive plan that was co-created with input of internal staff members, external partners, and customers. TWO’s deliverables were plug-and-play, ready to be implemented immediately, or were accompanied with instructions and guidance on how to execute effectively, whether requiring internal or external resources. With the business developed on the back of traditional marketing, the digital initiatives and focus is a fundamental shift in how this client will organize itself and perform long-term as it aligns to the modern consumer’s mind and behaviors.

This was not merely a TWO plan or report left on a desk, but the first step to transforming a business.  Their need for further coaching on proper resource allocation, implementation, training and execution – while maintaining best practices – is ongoing.