Many insurance agents are trying new marketing campaigns which is great, but unfortunately, as we look into the reports we can see that the marketing has done nothing for the agency.
It can sometimes feel as though your marketing team is in a meeting crinkling up dollar bills and shooting them in the trash can for fun.
You want to engage in marketing, you want to wake up and have lead notifications in your inbox, but right now it may feel as though your money is better spent elsewhere. If this is the case, this article should help you identify why your marketing money is going to waste.
1. The marketing isn't relevant to your target audience
Nothing is a bigger waste of time and resources than irrelevant marketing. I hear many agents complain because they get bad leads from Google but when I look at their marketing, they never sought out their target audience.
Take a moment and think about your marketing. Is it focused on "get a quote" or being the local agent? If this is the case then think about who are you attracting? Everyone who wants a quote.
Instead target your specific audience. Maybe it is contractors, or parents of young children, or restaurant owners, or maybe it is first time home buyers. Whoever your audience is, find out where they spend their time and create a catered message just for them.
2. There are no call to actions
Many insurance agents create marketing messages that go in one ear of their readers and out the other . I read many articles and go, "oh, OK, that makes sense" then leave because there is nothing else for me to do there. I see a lot of the same with advertisements and billboards.
Your marketing should be a guide that leads someone into what they do next. A call to action placed in your marketing can say a number of things.
- Get a quote
- Learn more on this subject
- Talk to an expert
- Download our full guide
If you get someone's attention with your marketing efforts, make sure you reel them in with a call to action.
3. You are not saying anything unique
Take a look at 1000 of the closest insurance agents to you. Of the ones who have an online presence, 80% of them are probably posting the same thing on Facebook as you and you all have the same auto, home, life, health, and business pages on your website.
Why should anyone hear you out? Why should anyone consider you over the thousands of other agents who are saying the same thing and offering the same companies you offer?
Your marketing should address real issues your target audience is facing. Your web presence should showcase why you are unique. If you are simply saying what everyone else is saying then you are probably wasting your time and money saying it.
4. Inconsistent marketing
One blog every other month is probably not going to do you any good. Many agents try something, it doesn't work then they jump ship and try something else.
We have to remember that marketing is not cold calling. You will not see a response right away. You can not judge a marketing initiative by one thing that you tried 6 months again.
Too often agents write one blog and get upset leads are not pouring in or they put "get a quote" on Facebook once a month and swear social media does not work. But marketing takes time and it takes consistency.
If marketing was as simple as putting a post out once a month every agent would be web millionaires.
5. You are competing in the wrong places
We all know insurance giants are investing millions in marketing. For most agents, a few hundred dollars is all they can muster. Unfortunately, insurance agents are competing head to head with giants when they do not need to.
Think about how many insurance agents are competing for auto insurance attention. In addition to that, you have Geico, Progressive and everyone else bombarding this segment.
Instead, why not focus on a specific market. Instead of auto insurance, why not focus on auto insurance for a family with young drivers, or auto insurance for brand new cars in your area.
When you target the specific market you want to attack, you are able to bypass the mass majority of competition because the giants can not go after every specific market because they have to shout from a thousand ft. view. And let's face it, your local agent competition is likely not going to go the extra step which leaves wide open lanes for your marketing message to be heard.
6. Your marketing effort does not match your marketing goals
For starters, if you have not done this already, you need to plan your goals. What are your agency goals and what are your agency's marketing goals?
The tendency seems to be to jump on whatever effort experts have deemed necessary. Experts say Facebook so we go to Facebook, video rises in popularity so we try video, blogging worked for someone so we try blogging. But many agents don't realize that each effort will not bring the same results. You must know which results you want first and then you can determine what will work best.
Once you have figured this out then you can spend all of your time and money on the efforts that generate the results you want instead of spending money and hoping for the best.
7. You have no marketing plan
In addition to not utilizing the right efforts to meet your goals. Many agents do not even have a plan to meet their goals. Many issues such as inconsistency and not hitting marketing goals stem from this reason.
"If you fail to plan you plan to fail" is a quote I love in regards to insurance marketing.
Without a plan people just kind of try things and never get anywhere. You have to know where you want to go and create a framework to get you there. Without it, you are shooting in the dark hoping something falls at your feet.
8. You are not using Reporting tools
A great advantage of marketing in the 21st century is the availability of reporting and analytical tools available. Tools to identify what is working and what is not. What people engage with and what they do not engage with. Who is seeing your marketing if anyone.
If you are not using reporting tools in your marketing then you are just guessing if what you are doing is right.
Even with billboards and traditional advertisements you can include a tracking phone number or a URL that will show you who has called or visited your website because of that advertisement.
You must know what is working so you can decide whether something needs tweak or if something just needs canned.
9. You have not gotten good yet
I wish marketing was just flipping a switch and it was profitable. That you could spend 10 min here and there for a couple weeks and generate hundreds of leads. But it simply does not work that way.
Have you heard the phrase "Jack of all trades, master of none." Insurance agencies have a tendency to stretch themselves thin when it comes to marketing. They do a post here, an ad there, a video over here, and they really get no where. If you are posting just to cover all of your bases you will likely never have profitable marketing.
Think about it, you have 1000 other agents in your area all posting everywhere without truly scratching the surface. What would happen if you got really good in one area of marketing and beat out every other agent who is only scratching the surface?
There is going to be a learning curve but if you never get good at marketing, it will just become a monthly waste of money.
Ensuring your future marketing campaigns are profitable
After looking at the above 8 reasons why your marketing campaigns may be ineffective compare it to your marketing and see if any one applies. By addressing these issues, your marketing will begin growing in its ROI.
As you adjust your marketing for success, there are a couple of items you need to use to ensure your marketing stays profitable.
- Utilize reporting tools. Find out what is working and how well with the use of reporting tools. Even if it is something such as a billboard with no digital tools to tie in, you can still use tracking phone numbers and URLs to know whether people are responding.
- Use your co-op. Co-op is there to help insurance agents market their business. Many companies have now implemented digital effrhttps://app.hubspot.com/meetings/1747981/
In addition to getting your marketing in gear, don't miss the help that is available. There are resources, paid and free, that can help you keep your marketing on a profitable track. Things like:
- Company co-op. Are you getting the available funds to help your marketing?
- Company resources. Many of your companies are offering free resources to help you blog, manage social media and get found online.
- Online educational resources. Your companies, us at inBuzz, as well as many other organizations provide free resources to help you learn whatever you need to learn to take your marketing to a more profitable level.
- Paid consulting. Sometimes you want to just cut through the B.S. and get it from an expert. With our insurance agency, we treaded through a lot of garbage to get to marketing success but we did get paid help along the way.
Before leaving I want you to think about something. I know it is very easy to read an article and think "good insights," just to leave and never make the necessary tweaks. So I want to encourage you to think about what you need to do.
Write it down in a notebook, print this blog off and circle information in red, share it with colleague, whatever you need to do, take a few moments and do it so that tomorrow, or next week or the week after you do not fall back into bad habits that will lead to ineffective marketing.
Where are you in your marketing? If you don't even know where to begin or are not sure where your marketing is going wrong, then drop us a comment below or email me directly and let's figure it out.