What to Expect for Insurance Marketing in 2018
What are your insurance marketing ideas for 2018? The marketing world is always changing, and you need to keep up. Make sure that you understand insurance industry marketing trends so that you can continue to attract new leads and retain your existing customers this year.
You'll Continue to Expand Your Audience
If you've been in the insurance industry for a while, you'll notice that you're no longer speaking primarily to your generation when you engage in marketing. This matters because each generation has a different take on brand loyalty and advertising approaches. Millennials will continue to emerge as an important audience, as long as you can draw them into your company. According to Insurance Revenue, "Millennials are...more style-conscious, impatient, less brand loyal, distrusting of authority, and humor-loving - all elements to be taken into account when creating advertising campaigns." You'll have to challenge yourself to be real and approachable when you're advertising, to break down the barriers between your business and your Millennial audience.
You Must Have Value
There's a lot of information out there, no matter what field you're in. Your customers don't want to be inundated with low-quality information that's just enough to lead to a call to action. They want to learn something from the content that you create. In 2018 more than ever, you'll need to focus on quality.
You Need to Get Personal
Are your customers getting the personal connection that they've come to expect from the most skillful businesses? According to Marketo, "Personalization happens when a marketer or salesperson can take a piece of content and make it more useful for a specific prospect or customer." Oddly enough, as transactions move more and more to computers and phones, people are also asking for them to become more personal. They want information that's targeted to their needs. By creating customer personas, segmented email and text marketing lists, and focusing blog and video content on different groups of customers, you can make your customers feel like you're reaching out specifically to them.
New Technologies Will Come to the Table
New technologies such as interactive email will help you get your marketing message across. Interactive email allows users to take an action included in the email that leads to a new experience in that email. For instance, your customers click on the email and they take a survey, all within that email platform. That makes it easier for you to move from a call to action to conversion.
Integration Is Key
There is no magic bullet that will lead to insurance marketing success. Social media seemed like it would be the key, but according to Hubspot, the organic reach of your posts is actually declining, being replaced by paid advertising as well.
What is key? An integrated approach to your insurance marketing is a must because you can reach a wider group of people through diverse strategies that are unified under a single marketing goal. Combining Google ads, Facebook posts, blog content, and guests posts that are all focused on one goal is a stronger plan than focusing all of your time on one of those marketing strategies. Consider how the customer will navigate through these different interactions and work to achieve a customer experience that's seamless through all of these different customer touchpoints: true omnichannel marketing.
At American Agents Alliance, we're proud to work with many strong and independent insurance agencies. We're here to support you as you educate your employees, build your business, and look at new insurance marketing ideas. Are you curious to see how an insurance agency association can help you? Contact us today.