We’re just past the halfway point of 2017 and you’re probably establishing your marketing strategy for Q3. As an insurance agent there are unique elements to consider when creating a digital marketing strategy. With that in mind, we’ve put together 5 effective insurance agency marketing ideas.
1. CLEAN UP YOUR DATA!
By now you’ve sent out emails, tracked click through rates, posted content on social media, analyzed data, reported on data, and the list goes on. It’s very common for data to contain errors, become outdated, or be duplicated over time. Keeping this in mind, we cannot emphasize enough how absolutely crucial it is to clean up your database.
The accuracy of your data affects every other facet of your digital marketing strategy. According to a 2016 data quality report by Experian 75% of companies believe data errors hinder customer service. A prime example of this is that 81% of companies reported problems with email deliveries over the last year.
Consider how poor data management can in turn affect your agency’s sender reputation with your clientele. This will also result in wasted time and resources. If your data is corrupted and inaccurate, you may as well be throwing spaghetti to the wall to see if it sticks.
2. KEEP YOUR BRAND CONSISTENT ACROSS ALL CHANNELS
Out of the 5 insurance agency marketing ideas we’ve listed, branding is the most misunderstood. Many small businesses make the mistake of viewing branding as simply slapping a logo on their website, and other digital channels. The reality is branding is way more layered and complex than that.
Look at large insurance carriers like State Farm or Progressive for examples of brand consistency. In the insurance industry, a state farm ad is instantly recognizable from their brand colors of red and white, to the tone of their brand voice with the ‘good neighbor’ slogan. The same elements can be found in Progressive’s brand strategy. Keeping your agency’s brand consistent makes you easily recognizable to prospects.
So review your social media pages, website, business listings, and online profiles. See where there may be inconsistencies in your branding and adjust so your agency will stand out from the crowd.
3. OPTIMIZE EMAILS TO BOOST OPEN RATES
We spoke earlier about cleaning up your data, but that’s only half the battle. That will only ensure your emails land in more inboxes. It doesn’t do much good if no one is actually reading your emails. So how to get more prospects to open?
View your email marketing from the receiver’s perspective. How likely are you to open an email from a sender you don’t recognize? Probably not very likely, and the same goes for your prospects.
Also, factor in the importance of the subject line. The subject line for every marketing email sent representing your agency should be valuable, relevant, and must see. Complement a subject line that checks all of those boxes with a touch of personalization and statistics show that you can increase click through rates by as much as 14% and increase conversions by 10%.
Minor adjustments like these can go a long way to increasing lead generation and conversions.
4. GET FAMILIAR WITH PAID SOCIAL ADVERTISING
The truth is paid social advertising is effective. Social media platforms like Facebook, Twitter, and Linkedin are great platforms for agencies to utilize to reach their target audience.
Consider that 74% of people use Facebook for professional purposes, or that in the past 2 years content consumption has increased by 25% on Twitter (blog posts anyone?), or that 32% of LinkedIn users are employed adults. That’s a lot of prospects across multiple social media channels.
Your target audience is on social media. They get information, consume content, and click on relevant paid social ads on these channels. Paid social advertising is an affordable, easy to use strategy that can help increase exposure and generate leads.
5. EASE YOUR WORKFLOW WITH MARKETING AUTOMATION
We’ve touched on marketing automation software before here at the Broker Tool Belt, but we can’t emphasize on the importance of these type of tools enough.
Automation is an extremely effective way to maximize referrals and increase retention rates all in one go. It will help identify leads, nurture them through the sales cycle, and improve follow ups so you can make the most of every connection. All this, done automatically. Marketing automation will make the execution of these 5 insurance agency marketing ideas much more seamless and accurate, while providing insightful data.
GO INTO Q3 WITH AN EDGE
The insurance agency marketing ideas we outlined here will help you optimize your strategy and give you a strong edge over your competitors going into Q3 and beyond. Your marketing strategy is the backbone of sales. It provides accurate data, that optimizes your content and channel marketing, while assisting in maintaining brand consistency, which all can be managed with automation. Keep these elements in mind, and you will grow your business.