This week, we spotlight Chelsea Gardner. She’s the Social Media Specialist at Mortgage Marketing Animals.
We’d like to congratulate Chelsea Gardner on her ability to manage marketing strategies for different types of industries. She’s worked with mortgage, dermatology, dental, and urgent care businesses.
Chelsea Gardner, Social Media Specialist
As a social media specialist, Gardner creates content on social media platforms.
She works with social media channels like Facebook, Twitter, Pinterest, and Instagram.
Her job starts by identifying the target audience. Then, she works with other team members to create content that the audience will appreciate.
Sometimes, she’ll create organic content. That’s content that doesn’t cost anything.
Other times, she’ll create paid content. That’s advertising on social media.
With paid content, Gardner’s company will pay a social media company to ensure that a post gets seen by a specific group of people.
Gardner herself defines that group. She’ll target people based on demographics and interests.
And after she’s posted content, she’ll review the statistics provided by the different social media platforms.
It’s important to note, that a social media specialist is somebody who “wears many hats.” Sometimes, she’s a copywriter. Other times, she’s a number-cruncher. And still other times, she manages a content calendar.
By the way, Gardner currently works for Mortgage Marketing Animals. It’s a company that offers coaching and mentoring to the top loan officers in the country.
There are specific rules when it comes to marketing mortgages on social media. Facebook is particularly strict about avoiding discrimination in lending practices.
So Gardner has to jump through a few more “hoops” than other social media specialists.
Marketing and Communications – Gardner’s Specialty
Before her stint with Mortgage Marketing Animals, Gardner worked as a marketing and communications specialist. That was with a company called Dermatology Medical Partners (DMP) in Tampa, Florida.
DMP is a company that provides dermatologists with non-clinical support. Doctors use the service so they can focus on what’s really important: delivering patient care.
Gardner joined in 2019. At that time, she was the only marketer for 25 affiliate dermatology practices. They were all located in Florida and Texas.
She helped those businesses achieve success with:
- Paid ads
- Newsletters
- Social media marketing
- Direct patient outreach.
Additionally, Gardner offered something that appeals to almost everybody: discounts. She promoted monthly specials.
Gardner also worked closely with each office. She trained providers and staff members on the best way to reach customers. She focused on marketing practices that highlighted new roll outs and initiatives.
Sadly, though, dermatology offices were affected by the pandemic. Some offices had to close due to a lack of patients.
But it’s those tough times that bring out the best in great marketers.
COVID-19 Pandemic Shifts Chelsea Gardner’s Roles
Gardner adjusted her marketing efforts. She reached new and existing customers with televised visits (or televists).
Then she moved into e-commerce. She promoted skincare products online.
Also, Gardner handled website changes. She helped with the overall design. And she used pop-ups to promote practices.
Gardner also ran email marketing campaigns. That’s how offices stayed in touch with existing patients.
She used social media marketing to reach out to new and existing patients as well.
Further, Gardner didn’t just use her skills to promote existing businesses. She helped five new businesses get up and running.
Many of them reached their goals within three months. Or got close.
According to the person who recommended her: “Chelsea is knowledgeable, thinks outside of the box, and pivots on a dime! Her time management skills, on top of her marketing skills, are stellar.”
Wrapping It Up
Chelsea Gardner is the kind of marketer every business can use. She knows how to work with multiple industries. She knows how to change her marketing strategy based on events out of her control.
I look forward to seeing where she takes Mortgage Marketing Animals.
