THOUGHT LEADERSHIP

demonstrating how thought leadership content drives brand recognition, trust, and leads

Generating 83 MQL's with an e-book in an industry new to homebinder

For HomeBinder I am the sole marketing person, this is a leadership position as Director of Marketing where I work closely with executives to define goals and strategic initiatives. I wear many hats and collaborate with a very small team to drive brand awareness, engage and retain our current customer base, increase product usage, and boost social media followers. Most of my day to day work consists of agile decision making and coordinating many various initiatives at the same time.

Our main focus for 2021 was to enter the the enterprise mortgage lending market. In order to position ourselves in a new vertical as thought leaders, real estate eco-system innovators, and solution providers, I decided an e-book marketed toward loan officers, marketing managers, and chief marketing officers would educate our audience and build brand recognition and trust within the space. This campaign consisted of the following strategic content goals to support the launch of the e-book.

Strategic Content Goals

  • Client For Life Journey - video

  • How To Create A Client For Life - E-Book content itself (outline, copy, design, PDF download, embed links, etc)

  • Break each chapter into their own blog posts

  • Series of thought leadership blog posts to support the Client For Life methodology

  • Series of social media posts prompting thought provoking questions (based on Lender FAQ)

  • An anchor page “The Ultimate Guide to Client For Life Methodology” that links to every resource (glossary style) we have available as well as any other supporting articles (using back to top links) 

  • Utilize LinkedIn articles to republish

  • Email drip campaign to all current lender prospects and PQL’s

  • Social media posts to drive traffic to e-book landing page

  • A pop up on all pages of website

Here are a few of elements from this campaign.

The duration of this campaign was 5 months. I was proud to be able to achieve the following results:

  • Drove a 12% increase in website traffic generating 213k website visits

  • Earned 472 new LinkedIn followers (from 0)

  • Generated 83 MQL's from marketing campaigns that included strategic ad placement, social media, and email marketing