As part of an effort to help empower business owners during the pandemic, the teams put their creative minds together and have developed a software jam-packed with important tools for managing a small business, all within an easy to use platform aptly named the Business Center.
Features: Everything You Could Ask for in a Professional Marketing Software
One of the Business Center’s most highly anticipated features is it’s Executive Reporting. Unlike other platforms that charge a hefty reporting fee (ballpark of $500 – $1,000/month), the Executive Reporting module allows you to connect your Google My Business account into the report for free and visualize the data in a simple and intuitive way.
But that’s just the tip of the iceberg. Users can add on their Google Analytics, Facebook Business Page, and other social media accounts, as well as track the ROI for their Facebook and Google Ads on the paid plan.
When asked about the Business Center, GMS Founder Marlon Medina had this to say:
It’s every business owner’s duty to know how their company is performing. The problem is that executives don’t have time to sift through 10 different reports from 20 different platforms everyday. Our product is different because we tie everything together and make it easy for managers, VPs, and Owners to understand exactly what’s going on.
Top 10 Fastest Growing Marketing Agencies in Vegas – August 29, 2020.
When it comes to managing online business presence, a proper reputation management solution is often overlooked. With hundreds of different online listings and local discovery platforms such as Yelp, TripAdvisor, and many more, having a system to help identify and safeguard your business profiles is a must.
Business Center’s Rep Management portal provides you with a snapshot summary of your online listing score, any possible errors or inaccuracies, and even allows you to respond to your reviews without ever having to leave the system.
If you’re needing a more robust solution, the paid version of Reputation Management allows you to track any company mentions of your business across the web, access competitor insights, and even automatically correct your listings whenever there’s a change in your business information.
Finding a non-intrusive way to capture customer feedback can be a challenge for many business, both small and large alike. Business Center’s marketing software makes growing online star rating smooth and painless by introducing Customer Voice. This tool lets companies send out email and text follow-up to their clients under their own domain. This is an important distinction, as review requests are much more likely to get opened is the email is coming from the companies actual domain (ex: handymanlv.com).
To make things even better, the messaging in Customer Voice branding can be customized and even embedded into users’ business websites for free. In fact, the platform is so sophisticated, it will allow review over a certain threshold (ex: 4.5 star rating) to be automatically published online, while also incubating reviews under a desirable threshold to be sent to business owners so customer service teams have the opportunity to smooth things out if possible.
Social Media Marketing
Have you ever wanted to schedule your social media posts, only to find out that the leading industry schedulers come with little to no features? Or that you have to install an app and follow complicated steps just to connect to Instagram? The Social Marketing tool within Business Center provides content scheduling for Google My Business, Facebook, Twitter, and more. Moreover; users can respond to comments, see which posts perform the best, and even connect RSS Feeds.
For businesses looking to create their own content, Social Marketing includes a post-builder feature within the software. Fair-use stock imagery and pre-built templates, and custom links make this a powerful tool for marketing departments indeed!
More advanced editions of Social Marketing include a prospect finder tool, where you can monitor posts to discover potential clients based on the keywords they post.
All in One Business Management
Perhaps what makes Business Center so special is that its highly customizable nature allows the platform to grow and adapt alongside you as your business flourishes. Business owners have access to their own native app store where they can purchase a wide variety of marketing services on the spot. No mystery pricing or having to wait to speak with a sales representative to get started. Preview the service directly in Business Center, view associated case studies or demo videos, and that’s a wrap.
The Featured Apps in Business Center are continuously evolving and include services such as industry-specific blog writing, employee background checks, incorporation assistance, and more.
Why is Business Center Free?
With so many free tools, one may start to think: “What’s the catch?” Here’s what Co-Founder Roilda Medina had to say:
Our marketing software is free because we believe in placing immediate value to our clients. No one likes going back and forth on a sales call over pricing. The catch? There is none. When our clients are ready to upgrade into our more managed, customized solutions, they can do with with the touch of a few buttons. We are here to guide our clients as their life-long marketing partners and this can only come naturally.
Interview with Las Vegas Women in Marketing – August 9, 2020
The Business Center by GMS & SZMG is singlehandedly one of the most important tools for any small business owner in need of immediate marketing tools and services. It’s non-intrusive format lets you dive deep into the platform’s free services without limitation. This marketing software is truly on a whole new level!
On Thursday, July 30, 2020, Operation Underground Railroad, also known as O.U.R. Rescue, held a peaceful demonstration in Las Vegas Nevada against child trafficking, called Rise Up for Children.
Local Las Vegas-based Agency Golden Medina Services served a key role in generating excitement around the valley. After the previous videographer was unable to do the filming for the video, GMS stepped up to the plate to film, edit, and publish the message.
The video was a hit on social media, with many families and local business re-sharing the message to get the word out.
Owners Marlon & Roilda Medina were thrilled when given the opportunity to collaborate with the O.U.R. rescue team in Las Vegas.
It was amazing working for the O.U.R. Rescue cause. I’m grateful for those who stepped forward to make this event possible.
– Roilda Medina, Co-Founder of GMS
Rise up for Children brought to light many of the ongoing atrocities taking place every day because of human trafficking. Viewers and attendees are encouraged to volunteer and support anti-trafficking efforts in their community in many way, such as organizing fundraisers and encouraging local schools or districts to include human trafficking in their curriculum.
With the combined efforts of GMS and the O.U.R. Rescue team, thousands of local Las Vegans are now more informed about trafficking and more willing to take action both online and offline.
Learn more about Operation Underground Railroad by visiting ourrescue.org
Golden Medina Services is ecstatic to be recognized as a Verified Advertising Agency on TikTok! Only a select few Marketing Agencies have access to create advertising on this powerful platform, and we’re humbled to be at the forefront!
This social media platform has the HIGHEST growth potential and is rich with young users that love to express themselves and interact on a viral scale. With 41% of users aged between 16 and 24, it’s the perfect place to establish your brand in a fun and interview way. GMS is now accepting a select few applications for clients to test drive the Ads Manager platform!
FACTS: there are tons of marketing agencies, softwares & freelancers nowadays.
So why partner with GMS? Here are 3 reasons why partnering with us is your best bet!
#1. We get your business found online.
We go light years ahead of the “normal” marketing standards. By honing in on your key markets and identifying any weak points in your marketing, we develop a personalized game plan ready to launch and funnel in the right audience for your brand objective.
#2. We get creative.
We grow your PR & media with quality content, achieve that one-of-a-kind WOW FACTOR and stand out from the crowd by leveraging powerful social media channels only get you the right kind of engagement, but keep the conversation going even when your clients are offline.
Best part? You can track your metrics real-time across all channels and drive buying interest through dynamic email campaigns.
#3. Convert leads into happy customers.
We bring your brand to new heights through high-end print marketing and deliver your message out to your lovely clients, keeping them smiling time and time again.
GMS Leadership Met with Owner of BGA in November to Formalize Partnership & Set Launch Date.
Last month, Ron Carulli (right), owner of Brandywine Graphic Associates, met with GMS Leadership Marlon (middle) and Roilda (left) to move forward on a full service partnership set to “shake up” the West Coast.
BGA was formed in 1993, Philadelphia, where Ron & his partners set to launch a striking array of conventional marketing services in the North Eastern region of the US, including direct mail, commercial printing, graphic design, & commercial signage.
As the years went on, BGA adapted to business needs and added email campaigns, promotional items/apparel, and even data acquisition to its services.
Now in the midst of a #NewEra of marketing, BGA has officially partnered up with Golden Medina Services (GMS) in order to offer a full scope of marketing services, both conventional and digital.
You probably already know marketing is a critical component to successful sustainability in the mortgage industry. But do you know what you have to implement in your marketing arsenal in the first place? If not, this report may help!
For privacy concerns, the case study used for this report will be referred to as “Benchmark Lending”.
Table of Contents
SEARCH ENGINE OPTIMIZATION
In the Fall of 2017, Benchmark Lending decided to make a big push towards SEO. From updating web page searchability, to syncing review management systems, to rolling out location-based marketing on Google, Bing, and more; Benchmark Lendingsure had its hands full!
Most originators don’t take much thought into what the backend of a website says, but the contrast is clear once commonly overlooked changes such as picture meta-data, Google Maps accuracy, and Search Engine Verification takes place. Though being the smaller lender when compared to it’s smaller competition, Benchmark was able to make up for that with it’s organic reach! This lender reached over 172K visits in 2018, not too shabby! (Data sourced through Google Data Studio).
These small but powerful changes enabled Benchmark to catch a glimpse of the sleeping giant that is online conversion.
If SEO is where you struggle, Golden Medina LLC offers many affordable solutions for lenders of all sizes.
Realizing the high volume of untapped leads needed to be channeled effectively, Benchmark subsequently launched a number of platforms to help its Sales Force manage this audience.
· CRM – Benchmark simplified their mass marketing by implementing a Customer Relationship Management system, automating Email Follow-up through direct LOS integration.
· Mobile App – A Mortgage mobile app allowing instant invitations for both new & dated leads is a huge win for any lender. Coupling that with instant pre-quals & a consumer facing mortgage calculator also made this app a huge hit amongst, Benchmark’s loan officers.
· Home Search Channel – Adding an immersive Home Locating Channel was not only a relatively simple integration, but a powerful one directing consumer engagement within Benchmark’s app & away from platforms such as Zillow & Realtor.com.
· Credit Monitoring & Mortgage Inquiry – This is a GREAT addition for any lender looking to maximize client retention. By using a Credit Score & Mortgage Inquiry tracking tool, Benchmark’s sales teamis able to receive instant notifications when their lead’s credit scores fluctuate as well as know when a client is shopping around with another mortgage lender.
Golden Medina LLC can further optimize this tool by plugging it directly into to your CRM/project management apps.
· Review Management – Benchmark’s Review management software is able to post reviews across many popular channels, provide a real-time leaderboard, and even monitor review activity on employee social sites. This is definitely a powerful asset for SEO & Brand Building.
· Marketing Design Platform – Speaking of Brand Building, Golden Medina LLC can set up lenders like Benchmark with personalized design platforms that build up SEO & traditional marketing activity with on-brand, collaborative designs.
The development of these systems, along with other business expansion efforts, undoubtedly helped increase online lead count while help minimize seasonal slowdowns. (See graph below, Data sourced from Google Analytics).
Even with the many strides towards increasing online reach, it is evident that organic reach has taken a massive plummet across all platforms. With this being said, it will become increasing more important that Benchmark capitalizes on all online actions and provides its sales force with access to manage SEO platforms such as Google my Business, Bing for Business, & more!
(Data sourced from Google My Business).
Today’s consumers expect to see your presence across a variety of platforms & devices. While it is evident consumer brand loyalty has dropped significantly over the years, your brand can help minimize this effect by becoming adaptive enough to appeal to your entire online audience. Benchmark has chosen to adapt by acquiring 5 new DBA’s!
While having an arsenal of DBA’s is a huge advantage, it is also a huge undertaking when it comes to properly building out each entity’s SEO and lead funneling systems.
To maintain this process as organized as possible, proper attribution must occur at a DBA level. Golden Medina LLC has developed extensive tracking tools that can be easily manipulated through platforms like Instapage & Leadpages. Mobile apps, Review Management, and all other systems will need to display the appropriate DBA in order to prevent a drop in online ranking.
Knowledge is Power
Empowering the right team members will make a huge impact when conducting both long-term & short-term decisions.
Facebook’s Business Manager allows companies the ability to organize branches, divisions, & even entire DBAs into scalable dashboards. Facebook additionally offers partner insights that can be shared amongst companies to ensure a database is truly being worked on all fields!
There have been many important steps that were critical to Benchmark’s social media push. Projects include but are not limited to: location creation for every branch across social networks, creating a customizable platform for Loan Officers to create engaging content, and social media training at a branch level, as well as on a one-on-one basis.
“The problem is, we’re all using social networks as distribution instead of native platforms to actually tell stories.” – Gary Vaynerchuk
The educational portion of social media usage must remain a focus for large-scale results. Simple actions such as having the Sales Force like, comment, & share every post will pay off in the long run.
Benchmarking at a Glance
Facebook Business Manager offers pages the ability to monitor competitor metrics real time.
Benchmark’s branches must scope out regional competitors to, not only set S..MA.R.T. goals but, see if there is room for acquisition & recruiting. Let’s face it, many lenders will not be able to adapt to the ever-changing digital playing field.
(Data Sourced from Facebook Business Manager).
Most content creation efforts are directed at a corporate level. It’s only logical, right? While corporate branding is extremely important, it has not yielded significant social growth for national lenders like Benchmark. Todays’ audience is more interested in a company’s client interactions than corporate holiday marketing. To grow social attention, Benchmark will need to post more “branch level” content to appeal to more audiences.
This means becoming more personalized in the company’s social media “voice”.
Keep note, your online engaged audience may not mirror your customer audience. With this being said, catering to the engaged audience is still important when considering how it will affect the brand further down the line.
(Data sourced from Instagram’s Audience Insights).
Marrying Mobile Applications with Social Media Platforms
While iOS/Android App Vendors may need to get switched out due to business demands, there is one overlooked constant: In-house applications within social media, such as Facebook’s app creation suite for developers!
The most common application for these apps is developing games, for a mortgage company to crack the code on Facebook apps, this is a game changer! Golden Medina LLC has created many user-friendly apps to help companies increase productivity, capture leads, & grow their brand.
YOUR ONLINE AUDIENCE
To reap the best results from online conversion, it is crucial to understand where your audience is in the Customer Journey. By using Deep Learning tools such as BlueConic, Benchmark successfully implemented its first A.I. tool in Summer of 2018.
BlueConic now enables Benchmark to produce interactive banners, landing pages, and messaging based off of visitor identifiers. Triggers are activated from various Listeners such as AdBlock Detection, Ad Sources, Browser Language & more.
Audience interaction can be further optimized by using heat-map tools. Empty or “dead” areas, for example, may indicate that a page’s layout needs to be adjusted to generate more leads.
Benchmark currently has powerful databases that have barely even reached the tip of the iceberg when it comes to online engagement.
Golden Medina LLC has created Saved, Custom, & Lookalike Audiences specific to each loan officer in order to launch campaigns with precision that was previously unavailable.
Benchmark is currently able to provide each Loan Officer with the ability to create their own custom audience based on their past databases, business objectives, or past social media engagement. Having a social media-friendly CRM will make a huge difference when scaling the upload of the sales force’s data.
(Data Sourced from Facebook Business Manager).
Every industry needs to be prepared to communicate to their audience in a variety of ways in order to maintain online stability. Sources that need to be further implemented include but are not limited to:
– SMS Dialogues
– Recorded Voicemail Campaigns
– Messenger Chat Bots
For optimal user experience, each Branch should have the ability to customize their communication funnels. Successful Bots will need to be adapted to the individual Loan Officer’s “voice”, so as to retain authenticity.
DIGITAL SALES STRATEGY
Benchmark has made monumental strides towards harnessing digital sales. One of the most important moves was developing an effective way to leverage existing partners’ success, while being able to properly distribute leads through the company.
This was made possible through their custom retargeting system centered on user experience and automation. Benchmark later developed another AI-backed system to generate niche audience leads, help Loan Officers increase their personal brand, target key audiences, and cement themselves tech-empowered professionals.
Golden Medina LLC has developed it’s own AI programs that can be custom-molded to your existing digital sales pipeline, resulting in exponential growth!
Here’s what happens when proper execution of both SEO & Lead Retargeting take place. A minimal Google Retargeting expense [approximately $100 per month] has led to Benchmark converting 438 leads within 2 months, and that’s without having to do any paid advertising on Facebook for our Broker partners.
At a glance, these look like pretty strong results…but there’s so much more “grey area” to untap!
(Data Sourced from Facebook Business Manager).
You may notice only 62 sources are currently mapped to the attribution metrics. With a sales force of 300+ and an average of 1.5 agent partners per loan officer, Benchmark islooking at around 450 sources…and this doesn’t even include mobile app attribution!
The need for B2B will always be there; however, there needs to be proper offline event tracking in order to get true Marketing-Sales insights. For this to happen, traditional transaction data, currently living on Benchmark’s LOS systems, and high-level performance metrics, currently living on a generalized dashboards, need to be uploaded to data-hubs, such as BlueConic & Facebook Business Manager.
It may seem like a daunting feat, but with the right Marketing Partners, it can be done!
One thing that is evident with the new age of Digital Sales is that proper implementation requires time. To make sure the right steps are taken along the way, mortgage companies will have to get out of their comfort zone and begin safely sharing success metrics with their competitors.
Why? Because digital AI is still in its infancy for mortgage/real estate companies. By only sharing superficial data with each other, companies risk a lack of competitiveness. Small to mid-sized companies cannot afford to try to figure things out on their own when industry giants like Realtor.com are developing technology at an impressive rate.
Emphasis on the New Era of Compliance
Implementation of AI-friendly compliance technology will be critical in order to launch campaign objectives in a streamlined process. Brand Safety tools & Block Lists, 2 relatively untouched features in Facebook’s Business Manager, can revolutionize the way lenders perform compliance audits.
Long gone are the days of manual opt outs!
There is a growing need for digital marketing support, and as teams struggle to adopt all the technology, a localized marketing specialist is essential for true adoption. Don’t leave your team without a proper line of support!
About the Author
Marlon Medina is an experienced marketing specialist with an emphasis on scalable lead generation & retargeting. Marlon has helped lenders across the US build out powerful marketing tools to help keep lenders ahead of the game.
Research from Facebook IQ’s 2016 Whitepapers has shown that marketers have the opportunity to increase reach and drive a greater number of people to change their behavior—and to do so efficiently.
Our big question is how a marketer can actually implement a broad reach strategy in their campaign executions. Marketers need to align their campaign execution against their marketing objective. With brand marketers focused on reach, there are multiple levers a marketer can pull to drive greater reach:
(1) broaden audience definition,
(2) Scale media budget or
(3) execute their campaigns to optimize and align to their reach objectives.
In the case of Facebook and Instagram, where campaign execution is based on an auction, marketers should employ bidding strategies focused on driving reach in the most efficient way. Facebook’s auction-based media-buying environment is executed real-time, with an auction taking place whenever someone is eligible to see an ad.
The participants in an auction represent competing ads targeted to the audience the eligible person falls into, and the winning participant is the ad that creates the most overall value. Billions of these auctions take place every day.
In Facebook’s auction-based media-buying environment, marketplace dynamics—demand and supply factors, among others—determine the relative cost of reaching people within an advertiser’s target audience at any given time. A variety of factors can influence whether people are more or less expensive for an advertiser to reach.
Ongoing internal research has shown that one important factor is “user clickiness”—the relative propensity of people to click on ads. We find that clickier people are more expensive to reach compared to less clicky people because of greater competition from advertisers trying to reach the same group of people, among other reasons.
This pattern suggests that reach-optimized bidding allows marketers to reach a greater share of people with less expensive user CPMs. In other words, reach-optimized bidding allows marketers to have a lower cost per reach compared to action-optimized bidding.
To learn more about Optimized Bidding and the best advertising options for your brand, set up a consultation today!