How To Use Google+ To Increase Mortgage Lead Generation

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October 18, 2013 | By RGR Marketing Blog

In order to drive more traffic to your landing pages for mortgage lead generation, brokers must find creative and compelling ways to be seen, heard and followed. Google+ has quickly emerged as one of the leading B2B social networking platforms to do just that. Here are some ways to get the most out of the experience.

Share Quality Content With The “Public”

In the post-Penguin/Panda landscape, high quality, targeted content is the number one organic means of lead generation on the internet. On Google+ it is easy to target your content to customers seeking mortgages or information about mortgages by sharing publicly and joining communities. Communities will have a mix of customers and other businesses and these participants can potentially all engage with your brand and messaging. They are also seeking answers to their questions – if you can answer their questions, thoughtfully and truthfully you will be seen as an authority in the niche, create a lead for your business and drive traffic to your website. There are many useful tools on Google+ to find these people who are participating. Circles, Communities now even supporting hashtags- Google+ enables businesses to fine tune their mortgage marketing efforts.

Some mortgage brokers still make the mistake of sharing “privately” Here is an image to help you make sure you have enabled “public” sharing on all your posts. Type your message in “share what's new” and then hit the drop down to select “Public”

If you are creating content that is interesting and useful in public communities you will no doubt drive traffic to your mortgage business or compel people to click through to a mortgage lead generation form.

Get Creative!

Let's face it, mortgage isn't the most inherently interesting topic, but you can make it more interesting by pushing your content marketing to the next level. The Atlanta Zoo recently hosted Hangouts On Air from its page to connect their zookeepers directly with students for a live Q&A on pandas. Follow the link above to read some more stories about how brands are using Google+ to connect with their customers.

Google+ supports sharing of all the following types of engaging content: Blog posts, Videos and Images, Ebooks, Whitepapers, links to Events and Hangouts On Air. Each piece of content shared should have a link back to the lenders website or landing page and should be prefaced with a compelling headline or value statement. Don't be overly “sales-y” or you may turn some prospects off.

Communities

A more targeted sharing can be achieved by joining communities.

This means sharing your content as well as other influencers content and pinpointing your message to just the right group of people.

Get in the habit of asking and answering questions in communities. If you can be seen as a helpful and knowledgeable member, more and more people will add you to their circles, growing your authority over time.

Here is where you find communities. Drop down under the “Home” icon:

Once you open Communities, search for mortgage keywords and this should bring up many communities for you to join and share your content in. You can also create your own public or private communities to share in.

+ People & Pages

Another effective way to widen your audience is to mention other industry experts in a Google+ post. To do this, you simply need to type “ + “ before the person/company’s name. This will tag them in the post while ensuring your “+name” appears in the search results. When people look for the other person or page by way of Google+ post association, you will appear in the search results as well.

This kind of sharing and mentioning approach will also encourage other industry experts to share and mention your posts too, increasing credibility and helping to drive more traffic to your mortgage lead generation site.

Circles

One of the most beneficial tools of Goggle+ for lead generation are the Circles. A person can create as many circles as they want on Google+. They can then add people to one or more of these circles, segmenting them easily into various different groups. If someone adds you to a circle add them back. You can keep up with all this activity , by keeping an eye on the top right of your Page:

If you are logged into your personal Gmail account, you will see a “bell” icon that notifies you of Google+ activity that has happened while you were gone.

Circles allow you to create extremely targeted posts for certain buyer personas and when coupled with the hashtag function, focused on your keywords, the Circles tool is extremely effective at generating and nurturing mortgage leads.

Using Google+ with Analytics

While Google+ is an excellent lead generation tool, to maximize on leads, analytics must be used to create and track a proper marketing plan. Brokers and lead generators will need to:

Set clear, defined targets (x amount of leads per day)
Have a clear plan of how to reach the targets (Drive x amount of visitors to the site from Google+)
Check the results regularly to see if the targets have been achieved.
Tweak the method (alter posting schedule/adjust content type).
Repeat process.

You can track and monitor all your social media activity as well as Google+ in Analytics. Go to Social > Overview to view your traffic sources from social media channels. Here is where you can really see what messages are working and which are stagnating.

Google+ continues to grow on a daily basis and is already deemed the number one social platform for businesses to generate leads by many SMM experts. While Twitter remains the platform of choice, it is a very saturated environment. You can get ahead of the curve and double your efforts by getting involved with Google+ and growing your presence there while it's still early.

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