POSTING FREQUENCY: B+

In a perfect world, we would all post 3x per day on average and employee a healthy mix of different types of content (memes, education, behind the scenes, interviews, articles, blogs, etc.). Posting that frequently would result in maximum ROI and exposure, but your team at Rockland is doing much better than most. Your efforts truly show, and you have a wonderful public liaison with the videos of Angie. However, realize that not every post is going to be seen by all your followers every single time thanks to the algorithms. Remember, it's a marathon, not a race. So, the more value you put out there, the higher your visibility will become. 

 

 

CONTENT OF POSTS: C+

Posts need to be professional looking, but not so much that they feel "unrelatable."  Posts need to be clean, polished, and look good so consumers can let their guard down and trust you.

 

It would be best if you were using social media to tap into all of the phycological buying habits, such as creating a portal to educate your current and potential customers everything about your company, it's products, and why someone should buy them from Rockland! Make your services "desirable." In other words, convince people they can't live without Rockland.

 

Another point, they need to get to know you before they do business with you. Think TV anchor. You know them and feel connected with them, but have never met them. Social media can be used to accomplish this same effect with your customers. Angie has done a great job of this with her PUN DAY MONDAY posts. But now, let her educate.

 

 

CUSTOMER REVIEWS, TESTIMONIALS, AND CASE STUDIES: B-

According to the Pew Research Center, 40% of U.S. adults always check online reviews before making a purchase -- and that is the lowest survey number we could find. Forbes magazine also cites a recent BrightLocal survey that revealed 85% of consumers trust online reviews as much as their friends’ and families’ recommendations.

 

Use your current reviews and comments to "piggyback" the humble brag --  use them to continue branding and highlighting your services. Imagine you get a positive remark about a staff member online, you can reply to it by saying: "We love Jake too! And did you know he is the best in the county at XYZ? Give us a call if you need any of that in your life!."

 

Potential clients are going to social media and Google (which uses keywords in your reviews to increase your search ranking) to find your reviews fast. Make it an easy choice for them with review and reputation management. Whenever possible, testimonials should be turned into case studies that tell a story (problem, solution, results) -- ideally incorporating interviews of the person.

 

 

AUTHORITY STATUS: B-

Authority for Rockland is lacking (from what it could be) due to insufficient educational content, backlinks, and outbound links. Again, having a well-manicured online presence and marketing strategy will elevate your image as professionals and draw in more clients. Teaching, teaching, and re-teaching the same thing, but from a different angle, are keys to success in this new digital landscape! Be the industry leader! Up level your authority and prestige to attract more industry contacts (loan officers, realtors, title company, etc.)