Amerifirst Increases Sales 5% By Marrying Inbound Marketing with Their Traditional Relationship Strategies
Amerifirst Home Mortgage had a traditional marketing strategy that revolved around direct mail and a few phonebook ads. They knew they were leaving money on the table because they didn’t have a strong online strategy and weren’t measuring their marketing results. They were looking for a way to complement their relationship-based way of doing business with an online presence, along with tools to track results.
Amerifirst Wanted to Bring Its Relationship Based Strategy Online
Amerifirst Home Mortgage had a traditional marketing strategy that revolved around direct mail and a few phonebook ads. They knew they were leaving money on the table because they didn’t have a strong online strategy and weren’t measuring their marketing results.
Amerifirst’s main challenge was complementing their successful relationship-based way of doing business with an online presence. They had a website for more than a decade, but they needed to transform it into more than just an online brochure.
They also faced another challenge: they didn’t know how to effectively turn website visitors into sales qualified leads. Although they couldn’t see the profiles of their visitors, they suspected that a large volume of their web traffic came from people who weren’t ready to buy a home. To capture the right audience and stay top of mind for early shoppers, they needed to create a system of education and lead nurturing.
Amerifirst Gets Started With Inbound Marketing
Dan Moyle, Multimedia Marketing & Communications Specialist, joined Amerifirst in December 2010 just as the leadership team was exploring inbound marketing. Says Dan, “Content was an easy sell for me because I came from a newsroom. For anyone who is skeptical of this strategy, I remind them that they are selling to a person. It’s all about knowing your audience.”
Dan thinks that this applies to all industries. “People don’t want to consume content about mortgages, but they do want to consume content about buying a home. Every industry has a million things you can talk about… Give them content that makes a difference in their world. And if you’re the only one doing it then you’ll reach them that much more powerfully.”
Dan was comfortable with the idea of creating content, but marketing was new to him and Amerifirst needed help and the right tools to get started. HubSpot’s training and service offerings played a big role in his decision to implement HubSpot. “Our inbound marketing consultants have been phenomenal and pushed me to be a better marketer. I was a t.v. newsperson and they’ve really taught me to be purposeful, analytical and experimental as a marketer.”