Your insurance agency has expectedly taken the giant leap into the digital marketing space to grow. But after spending time creating content, posting, planning, and spending the money to invest in software and hire someone you’re not seeing the results you’d like.
You’re not alone. Most insurance agencies go through this as they step into digital marketing for the first time. Fortunately, the issues keeping you from results are easy to identify.
Today, we are going to breakdown the main areas where marketing fails so that your agency can start seeing results.
Are you early in the process?
Before jumping into all the reasons as to why your agency’s digital marketing isn’t working you must realize that digital marketing is not always instantaneous. Especially if your marketing strategy is built on organic reach.
Think about the beginning of your insurance sales career. Would you expect radical results after a sales call or two? Marketing is very similar. There’s a learning curve and then there is the process of getting better.
Take an honest look at your agency’s marketing activity. Have you done the work to see results or are you still figuring things out?
In the past, we’ve seen insurance agencies create 1 or 2 blogs or ramp up their social media with a couple of videos and wonder where the results are. However, some have been at it for months and not a single new client (that was tracked from digital) or any worthwhile results.
So, ask yourself, where are you in the process? If you are just getting started, then keep at it and be patient with results. If you have been at for a while now, then the rest of this blog should help.
You are not in front of the right audience
There many marketing strategies and tactics you can employ but none of it matters if you are not in front of the right audience. Think about it. Before you can generate a lead or make a sale you must get in front of that person.
But it is more than just getting in front of as many people as possible. We want to get in front of those who are most likely to benefit and buy our solution right?
When it comes to getting in front of the right audience consider these two questions:
- Are you reaching your audience? – you may be posting or creating content but is anyone seeing your content? Are people visiting your website from Google? If your marketing message is not reaching anyone how can you expect them to buy?
- Are you in front of the RIGHT audience? You may be reaching people but are these the people who are likely to do business with you? We’ve all had bad leads. To generate the right leads we must identify who our ideal audience is and then ensure our message reaches them.
Sometimes digital marketing can feel like you’re just talking to a brick wall (or computer screen). It doesn’t matter how good our content is or how much we spend, if we don’t reach our ideal buyers, we will never see growth from our marketing.
Is this one of your marketing problems?
- Are people reading your blog or watching your videos?
- Do your social posts have low impressions?
- Are you getting website visitors outside of direct traffic?
- Are you generating bad or unqualified leads?
If your main problems are getting traffic, views, and clicks, it may be that you are not getting in front of your ideal prospects.
And if you are not getting in front of the right audience then the rest of your marketing strategy doesn’t matter.
You’re not creating the right content
When it comes to digital marketing content is king. It doesn’t matter if it’s an ad, social media, videos, podcasts, blogs, even imagery, it is all content. And while some say to just put out more content, I believe you have to put out the right content.
Are you creating posts, videos, and blogs that you feel are relaying good information but doesn’t seem to positively affect your bottom line? You may be putting out good content, but it may not be the type of content that generates leads and opportunities.
When it comes to creating opportunities for your insurance agency there are two types of content you should create:
- Content that addresses your ideal buyers’ pain points
- Content in line with your ideal buyers’ journey
We can’t trick consumers into doing business with us via content. Our content should focus on the consumer’s needs. Ultimately, this will lead them into business with us, if they are the right fit.
Have you ever had a prospect who took a series of conversations before they bought from you? Maybe their first question was “why do I need that?” Then additional conversation led to “How is that different than what I currently have? How much coverage do I need for that? What will it cost?” And so on.
These aren’t just random questions your buyer was asking. They were going through what’s called the buyer’s journey. And if we can use our content to walk them through this process, then we will have content that generates opportunities.
How to know if your content is the wrong kind:
- It doesn’t help your prospective buyers make a purchase decision.
- It doesn’t solve any of their problems or address any of their pains.
- It is self-serving instead of customer-focused.
- It’s not something you would discuss in a sales call.
There are billions of pieces of content for people to consume. They are not going to watch your videos or read blogs just because you posted them. When online, people are either researching or looking to be entertained. This means that your content either needs to entertain them, help them solve their insurance problems or both.
Remember, the content you create should be for your prospect. So ask yourself. Does your content truly help your prospect navigate your industry or solution? Or is it content for content sake in hopes to snag a new customer?
You don’t have a funnel to capture leads
Getting in front of your audience and having the right content alone can bring you great results. But what if the consumer isn’t ready to buy? What if the consumer doesn’t know you well enough yet to commit to a quote?
The modern consumer likes to be educated and not sold to. Think about your real-life interactions, would you walk up to random strangers on the street and ask to quote their insurance? You could, but you have a much higher likely hood of getting their business if they get to know you first.
We can’t expect every prospect who reads our blog or watches a video for the first time to buy from us. So, instead, we can create a marketing funnel that leads them from “I don’t know you” to “thanks for all the help.”
If you are getting in front of the right audience with the right content, then what you may be missing is a funnel to capture leads and nurture them until they are ready to buy. Here’s what you can use to make this happen:
- Downloadable offers and tools
- More in-depth guides, blogs or videos.
- A Remarketing strategy
There’s nothing wrong with offering insurance reviews and quotes. In fact, when the consumer is at the bottom of your funnel you should be offering those things. But remember not everyone is ready to meet with you face to face so you may need other tactics to bring them further down the funnel or at least keep you front of mind until they are ready to buy.
How do you know if your funnel is the issue?
- People are reading your blogs and watching your videos but not turning to sales
- Your website’s bounce rate is high.
- People are calling or requesting information but are not ready for a sales call
For many, they think the internet is just generating bad leads. This may be true, but the more likely answer is that you have not built out a strong funnel for your online prospects to follow.
Put your marketing on a course for success
Where does your agency fall into this list? Where do you see your agency’s marketing falling short?
At the beginning of this blog, we talked about how seeing results with digital marketing is a process, especially if you want to build your strategy organically. This process may look different for your agency compared to another, but most insurance agencies face roadblocks to their marketing success.
As you look to see better marketing results here’s 3 things you want to consider doing:
- Continue learning. Digital marketing is not a one and done thing. Marketing has been my career choice since college, and I still must continue educating myself. There’s a lot to learn so keep at it.
- Get a marketing guide/coach. A guide will help you streamline your marketing success. They will take you from point A to point B and show you what needs to be done.
- Continually review your marketing. Find opportunities by finding holes in your marketing. See what’s working and where there are roadblocks. By doing this you will be able to tie different marketing pieces in place for a stronger strategy.
The biggest failure to digital marketing among insurance agencies is not doing anything. If you are putting in the time and effort to make your marketing work but not getting the results you want, then sit down and take a close look at your marketing to discover what’s missing.
It’s in this discovery that you will find solutions to your marketing’s success.