A successful insurance digital campaign requires more than just good marketing copy and paid social media ads. While it can certainly help, a strong insurance digital campaign is typically built on several components that need to work together.
Insurance agents need to define their marketing goals before launching any digital campaigns. Having a broad approach could mean that your marketing efforts get seen by the wrong audience. You could have an insurance ad be seen by as many people as possible. But many of those views could be people seeking health insurance when you’re selling commercial insurance instead.
Start with a specific goal. Get first-time business owners to share their contact info with you. You may be able to build a campaign around that. After achieving the initial goal, you might decide that the best approach is to create an ebook for first-time business owners. That ebook could be provided when prospects agree to put in their contact info. Now you’ve created something of value for potential clients and established a method of communication with them.
You can drive traffic through a targeted approach. Running social media ads that appeal to entrepreneurs. Partner with websites that tend to capture this audience. Use specific goals as your guideposts and build your insurance digital campaign around them. You’ll start to increase your chances of sales and marketing success.
In this guide to building a successful digital insurance campaign, we’ll take a look at what insurance agents need to define goals and create effective marketing assets.
Know your goals. Whether it’s creating social media copy, blog posts, or any other type of digital marketing, make sure you have a clear plan. Know what you want to accomplish.
“Marketing is all about goals. Without them, you have no way of knowing whether or not your work is worthwhile. Think of it like planning a trip. In order to know when you’ve arrived, you need to select a destination first. Otherwise, you would be traveling aimlessly,” says CoSchedule, a marketing software company.
Insurance agents should first think about areas such as:
ALSO CHECK: HOW TO SELL INSURANCE TO BUSINESSES
Determine who you want to reach with your insurance digital marketing campaigns. It can make a big difference. A manufacturing business that needs workers’ comp policies is very different from restaurants looking for property and casualty insurance.
Your content needs to adapt to resonate with your target audience. Be prudent with the channel you decide to use (e.g., social media vs. email). Trying to connect with a fairly broad audience (careful), like small businesses in your state, can affect how you go about building your digital insurance campaign.
In addition to defining your target audience, you also want to think about your ideal outcomes. Your ultimate goal may be attaining more insurance leads and selling more policies. Not every insurance digital campaign may directly lead to that. Sometimes you need to have goals that align with where prospects are in their own customer journey.
Some leads may need to understand why they need a new line of insurance. Then your marketing may take more of an informative/educational approach. Your initial outcome might be getting prospects to sign up for your email list. They may not be in a position to go immediately from hearing about a new topic to making a major purchasing decision. So you build the relationship, the conversation.
And if you create Facebook ads, for example, you’ll have to choose from objectives within the platform. Options like, awareness, leads and sales. Think about how ready your intended audience likely is to buy insurance before you choose the objective.
CREATE YOUR CAMPAIGN
Once your goals are in place, it can be easier to get into the specifics of your insurance digital campaign. Consider which approach might work best for what you want out of each campaign. The next steps could include areas like the following:
Choose Your Channels
Not every type of insurance digital campaign works for every marketing channel. If you’re trying to reach an audience that isn’t very active online, a social media campaign isn’t the right fit. However, it’s possible the limited-online-audience still searches for certain terms. Focus on SEO-driven content or use search ads to land directly in front of that demographic.
Your desired outcomes can affect your choice of channels. If you’re trying to encourage renewals you want to focus on creating a great email marketing campaign. Ideally you’ll drive engagement among existing customers who already subscribe to your email newsletter. If you’re trying to get more leads interested in signing up for policies, then you might want to drive traffic to your website. There they can use a tool like Wheelhouse to obtain bindable quotes.
Build Your Assets
When you know what channels to use it’s time to focus on the specific marketing assets. Effective words used in a social media post could look very different in search ads. You’ll need to keep the audience, channel, and objectives in mind. You’ll often have to tie multiple aspects of marketing together.
Take an insurance digital campaign targeted at young business owners to book a consultation. You may need blog posts that are not only persuasive, but also utilize SEO. If you only focus on the SEO aspect, you might find that prospects quickly leave your site. If you only focus on the writing quality, then you might not have enough eyeballs on your content.
MEASURE AND REFINE
So now you’ve created content for your insurance digital campaign. The work isn’t quite over. Hopefully you have some initial success. It’s important to measure the results and see if there are areas you can refine for improvement. Maybe social media ads are not getting as many click-throughs as you hoped. You might want to try adjusting the ad copy or image and see how that affects results. If you’re already running two types of ads, you might want to drop the less successful one and put more money into the one that’s helping you achieve your goals.
In doing so, you may be able to increase your return on investment. Even if the ad campaign’s success starts to slow down, by staying on top of these results, you can change course before you get too far down the wrong track. Measure and refine your insurance digital campaigns. Always keep your goals in mind. Now you can improve your marketing and grow your book long-term.