Today I’m going to show you how a brand anchor can help you open conversations with more customers that you want to do business with. 💷
By using a brand anchor you’ll increase engagement, put yourself at the front of your client’s minds and make it 100 times easier for them to reach out to you when they want to sort their mortgage. 🙌
Most people fail because they choose a brand anchor that they think will increase engagement, one that their clients can see right through!
Don’t try and be clever, be genuine!
A brand anchor is something that your audience associates with you, that is nothing to do with your business. ⚓️
It’s normally something that most people recognise (whether they like it or not) and find it easy to talk about.
But why do they work? 🤷♂️
Well let’s face it, if you spoke about business all the time then people could switch off, especially mortgages and protection! 🥱
So, by posting content that isn’t related to your business, something your audience is familiar with, it not only breaks up your business content, but helps your audience warm to you.
For example I use tea as my brand anchor, I share my views on it and how I drink the copious amounts of it! ☕️
By posting these photos of my tea, photos of me drinking it or videos of me refilling my tea store in the cupboard (in my stories), it gives my audience something to speak to me about, other than my offering.
A ‘like’ on a photo of my cup of tea, or a message saying “That’s way too dark” might not seem much at first but it opens those lines of communication.
That conversation can then develop to how they like coffee instead of tea, or how they prefer PG Tips instead of Yorkshire Tea (which is just unacceptable if I’m honest!😲)
Now, after we’ve exchanged a few messages (purely about tea) they feel they know me as person instead of a business. Then think, how much easier is it to ask me about how to help them, instead of Joe Bloggs who they know nothing about? 🤔
Signing off with a simple message like “Well once you’ve finished your PG Tips 🤢 you know where to find me when you need help with your [insert business service here]”
Which person are they more likely to reach out to when they need the services you provide? 🤩
❌One Big No No ❌
The worst thing you can do is to choose a brand anchor that you ‘think’ will open conversations.
Like posting about interior design trends, when you have no interest in what living room palette is most up and coming in 2024!
Instead, choose a brand anchor that you could give a 5 minute presentation on with no preparation whatsoever- you need to be confident on your subject.
I’m talking about things like hobbies, your dog, your local area, even your children if you don’t mind them being on your business pages.
Where should I post this content? 📲
The best place to talk about your brand anchor is in the likes of Facebook or Instagram Stories, this is a place you can show behind the scenes content such as:
- How you make the perfect cuppa ☕️
- One of your favourite walks in the local area 🌳 (these are always good for engagement with local audiences as they recognise local landmarks)
- A piece of pottery you’ve made at your most recent class 🏺
Stories are a great place for these as it’s easy for your audience to react your photos/videos and instantly allows you to start a conversation with them.
I’d only recommend sharing your brand anchor posts to your grid or page sparingly, too many can detract from your business content and dilute your message. 😬
Pick your brand anchor wisely and lean into all the way to make you stand out from ‘just another mortgage adviser’
Let me know how you get on 😊