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Recently one of my clients, who is a reverse mortgage manager, asked me what a landing page was.  My first thought….Err!  But then I realized that most people in the reverse mortgage space are really sales or financial people trying to figure out how to apply marketing to what they do.

It also helped me realize that some of the other marketing task I perform day to day might be a bit foreign to folks in the reverse mortgage space, and that there might be other unasked questions floating around.  For example, business blogging;  How to blog? and How is a business blog is different form other types of blogs?  Why blog at all?  And what should the goal of blogging be?

What Is Business Blogging?

Business blogging is a marketing tactic that a reverse mortgage marketer can use to get a consumer facing website more online visibility. Reading that definition you may still have at least two questions:

  1. What is blogging?….I’m still confused!
  2. What do you mean by “online visibility”?

Starting with the first question blogging really is nothing more than the act of creating some type of short from content that answers a question, or addresses a consumer need for some type of information.  Blog post live on your websites “blog” — a separate section of your main website where you put your blog post.  In fact you’re reading a blog now.  Here’s an example.

  • Let’s say you have a website and it’s address is something like www.TheNationsBestReverseMortgageLender.com
  • Your blog address might be….www.TheNationsBestReverseMortgageLender.com/blog

How Business Blogging Is Different

You may have guessed this one, but some readers might be a little fuzzy so I’ll go ahead and break it down.  When you’re blogging for your business it’s important that your blog post are related to your business in some way.  For example, JugHead Media is a digital marketing agency, so our blog talks about online marketing topics — SEO tips, web analytics, inbound marketing, email marketing, business blogging, etc.

Now about the second question…defining “online visibility.” I define online visibility as a companies ability to be found and seen on the internet.  This could mean your business pops up a lot in search engines, on social media, or other people quote what you’ve written on their blogs, etc. Business blogging is one way brokers and lenders can get their businesses out in front of people looking for your reverse mortgage information, or services on the internet.

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Think of Business Blogging As a Channel

You may be familiar with lots of people who have personal blogs about a hobby, or something they enjoy doing. Some people even have blogs with the primary purpose of generating revenue through the sales of ad space. I consider business blogging to be a bit different because you won’t be writing about your favorite hobbies, and it won’t be the primary way your company earns income.

Instead, a business blog is a marketing channel (just like social media, direct mail, email marketing, etc.) that helps support business growth. It does that by driving traffic to your website and providing opportunities for that traffic to convert in some way, i.e. lead generation.

Why Should Reverse Mortgage Marketers Have a Businesses Blog?

1. Thousands of people seeking the answers you can provide

I could probably write an entire blog post on this subject alone, but for the purpose of understanding business blogging I’ll keep this short and sweet.  Ok here goes…the reason reverse mortgage marketers need to have a business blog is because THOUSANDS OF SEARCHES ARE BEING PERFORMED LOOKING FOR ANSWERS TO QUESTIONS ABOUT REVERSE MORTGAGES.  But don’t take my word for it.  Here is a live Google Trend line showing the level of internet related searches for information about reverse mortgages on the Google Search Network.

[trends h=”520″ w=”640″ q=”+reverse+mortgage” geo=”US”]

The fact that there are thousands of searches each month for reverse mortgage information is meaningless if you don’t have any information on your website to answer the questions that people are asking.  To make your website a valuable reverse mortgage marketing asset to your business, you need people to actually see it. Other than people just typing in your website’s URL (which is pretty unlikely to happen for most businesses), there are a lot of ways people can see your website — and one big way your website can be found is through search engines.

The more pages your website has, the more chances you have to rank in search engines. The problem is, you don’t just want to throw up random web pages all over your site. That would be a terrible user experience, and your site would quickly become a total mess. Business blogging about reverse mortgages is a solution to that conundrum. Every time you post a new blog post on your website, you have a new web page on your website, and it’s all housed under your blog so your website doesn’t get cluttered with pages here, there, and everywhere.

So, every time you publish a blog post and create a new web page, you create one more opportunity for your site to rank well for searches and queries pertaining to reverse mortgage information.

2. There’s A Gaping Hole In The Market You Can Fill It

The second reason reverse mortgage marketers should have a business blog is that most don’t.  Check out the results of this query I did on Google.  I typed in “How Does A Reverse Mortgage Work”.  Below are the results. Notice that there is only one result from an actual lender (and even that does not go to blog), and it’s way down in the number 7 position.  This means that there’s this huge gaping hole in the market that lenders and brokers can fill.

reverse mortgage marketing serp

So when someone asks Google something like, “reverse mortgage lenders in (now fill in your state, city or town),” wouldn’t you want one of your blog posts to show up?

You can apply this logic to other digital channels, too. For instance, every time you publish a new blog post, it’s one more opportunity for someone to share that post on social media, getting it out in front of a new audience. It’s also one more opportunity for another site to link to your post, giving you some great SEO juice.

3. Business blogging can help build trust

It’s estimated that for a business to make a sale they have to interact with the consumer 7 to 10 times.  Having a business blog offers lenders and brokers a great opportunity to interact with consumers in a non-selling environment.  If Mrs. Jones has or her daughter has landed on your blog 3 or 4 times in the course of doing their research about reverse mortgages it stands to reason that it would go a long way in establishing trust prior to the first live talk.

In short, business blogging is a low-cost way to create opportunities to get your reverse mortgage website found by the people that you want to find it, so you can generate new leads and customers for your business.