Generate More Leads with Better Insurance Marketing
With Q4 approaching, many companies are discussing marketing budgets, and making wish lists for the next year. Now is the time to think about what worked and didn’t work in 2017. What did you test that failed? What campaigns were successful? What did you learn from each test? Insurance marketers face many challenges. Take a look back at your marketing initiatives to find those campaigns that led to the best opportunities for your agents.
Regardless of innovation, the insurance business is still about building and maintaining relationships. In a space where competition is high, it’s relationships that keep clients from requesting quotes for cheaper rates. Your 2017 insurance marketing plan should include ways to generate new business, and methods to cross-sell your existing base. By nurturing your current database you can grow business in 2017.
Keep Insurance Marketing Data Clean
Bad data can kill your insurance marketing efforts in their tracks. Bad data prevents success, and makes it impossible to meet optimal ROI. Bad email data can lead to higher spam reports, unsubscribes and bounce rates. Wait too long to clean data, and you could risk account suspension or ruin your sender score.
Clean data doesn’t just affect email deliverability, but also affects your email performance. Segmenting your contacts into the correct lists based on the actions they take is important. Your contacts actions determine where they are in your marketing funnel. By segmenting your contacts into the correct lists, you can customize your marketing efforts – ensuring your prospects receive offers and content they’re most interested in. The right content can help turn a prospect into a customer, and a click into revenue.
Clean sales data is just as important to your business. Tools like Salesforce help larger organizations keep track of leads, and what stage they are in the buying process. Poor pipeline data can lead to inflated numbers, which prevents you from accurately forecasting revenue. It’s important agents keep clean and accurate pipelines to help set realistic sales goals.
Invest in Social Media
Thanks to social media, small businesses have a fighting chance against bigger brands. In the past, only big businesses could get their brands in front of their target market. Television and radio campaigns were expensive, and make it difficult to track success. AdWords also provides an unfair advantage to larger companies who can drive higher CPCs and unaffordable bids.
Fortunately, advertising on social media is still affordable. With CPCs around $0.55, Facebook is a much more affordable way to get your content, products and brand in front of your targeting market. By promoting your page, posts and website on Facebook you can make sure your target audience knows who you are and what you sell. Advertisers can create custom audiences, based on a variety of demographic factors and social behaviors.
By leveraging audience targeting, you can insure your target prospects are seeing your brand helping to generate more insurance leads for your business.