Effective Marketing in a Noisy Marketplace

Anytime there is business worth winning, you’re going to have competitors making noise in the marketplace. When market conditions make new business harder to win, the noise level increases. This is certainly true right now in the mortgage industry, where we work, but the advent of social media marketing tools with the ability to follow users around the web has made it true everywhere.

Every brand is vying for the attention of a limited audience, making it a challenge to stand out. However, some strategies can help your marketing efforts cut through the noise and capture the attention of your prospects.

Regardless of what you’re selling, or to whom, there are ways to make your messages stand out from your competitors. Here are some of the ways we have found to get our prospects’ attention.

Five techniques for getting attention in a noisy market

These ideas all have one thing in common: they push the marketer out of the comfort zone of the same old, tired messages delivered to prospects in the same old ways. This is a trap that many fall into, especially for those who work in conservative industries, like banking and finance.

Bankers, in general, are wary of new things because they often pose new risks that have not been anticipated and planned for. It may take work to get prospects to pay attention to something they perceive as new or risky. This is true for your products, but also for your marketing.

Leverage the Power of Storytelling

There is nothing new about storytelling. Humans have relied upon it since we were all living together in the cave. People are naturally drawn to stories. They're more likely to remember your brand if you can weave your message into a compelling narrative.

Storytelling in your marketing helps humanize your brand, making it more relatable and memorable to your audience. Focus on the problems your customers face and how your product or service provides a solution. Make your customer the hero of your story, with your brand playing a supporting role as the guide.

Utilize User-Generated Content

User-generated content (UGC) stands out for its authenticity. It’s one thing for your sales team to expound on a product feature and quite another to have a satisfied customer do it.

Encourage your customers to share their experiences with your brand through reviews, photos, and videos. UGC not only provides social proof but also builds trust with potential customers. It shows that real people have benefited from your product or service, making it easier for prospects to see themselves in their shoes.

Offer Exceptional Value Through Educational Content

Providing educational content that addresses your audience's questions and challenges can set your brand apart. By becoming a resource for valuable information, you establish your brand as an authority in your field.

This can be through blog posts, webinars, tutorials, or eBooks that offer insights not readily available elsewhere. When your content helps your audience solve problems or learn something new, they're more likely to engage with your brand and share your content with others.

Create Personalized and Targeted Campaigns

In a crowded marketplace, generic messages get lost in the noise. Personalization and targeting are key to making your marketing resonate.

This is especially true in businesses where the sales cycle is typically long and buyers won’t waste time on solutions that don’t meet their specific needs.

Use data analytics to understand your audience's preferences, behaviors, and pain points. Tailor your messages to match the specific needs and interests of different segments of your audience.

Personalized emails, targeted ads, and customized content can significantly increase engagement and conversion rates. Nothing beats face-to-face conversations with prospects about their specific needs.

Embrace New and Emerging Platforms

Staying ahead of the curve by adopting new and emerging platforms can give you a competitive edge. While your competitors crowd the established channels, exploring underutilized platforms can help you reach your audience in a less saturated environment.

This doesn't mean jumping on every new trend, but rather carefully selecting platforms that align with your audience's habits and preferences.

Don’t just think in terms of social media or other online marketing channels. Think outside of the box and meet your prospects where they are, even if it’s a place you’re not used to going.

Standing out in a noisy marketplace requires creativity, adaptability, and a deep understanding of your audience. By focusing on storytelling, leveraging user-generated content, providing educational value, personalizing your marketing efforts, and exploring new platforms, you can cut through the noise and make a lasting impression on your prospects. Remember, the goal is not just to capture their attention but to create meaningful connections that foster trust and loyalty toward your brand. This is harder to do in some industries, but don’t let anyone tell you it’s impossible.

By Alison Flaig, VP, Marketing at Mortgage Cadence 

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Media Contacts

Mortgage Cadence: 
Alison Flaig 
VP, Marketing 
(919) 906-9738