What is omnichannel marketing? It might sound like a futuristic marketing technique that's unreachable for your business, but omnichannel marketing is really a term for marketing integration. By marketing through many different platforms but providing a unified feel and message, your insurance business can convert more leads and be more consistent for your current customers.
What Does Omnichannel Marketing Look Like?
According to Marketo, "Consumers can now engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media." Those are a lot of different avenues for engagement, and it can be hard to juggle all of them. No matter whether your customer is calling you on the phone, walking into your insurance business, or checking out your blog, you should be able to provide them with a consistent experience so that they feel like all of the parts of your business are connected, complementary, and giving the same message.
First, Get Your Data
When you're trying to create a consistent omnichannel experience, you need to know why people come to each of your different platforms and how they would like to interact. Think about why clients might come to your website.
To renew their insurance
To learn more about the products that you offer
To make a purchase
To learn about an event that you're hosting
They're curious about getting auto insurance for seniors
When you know how people are using your bricks and mortar business, why they're making phone calls, and what keywords draw them to your website, you know what you need to work on in each area. You can get this data by conducting surveys of your customers, examining your keywords, and making short notes about the content of calls.
Design an Experience for Each Customer Segment
Every customer is different, but there are similarities between different groups of customers. By looking at your data, you'll notice trends. There's the new homebuyer. There's a senior who's downsizing into an apartment and wondering about tenants' insurance. There's the young couple who's buying their first car. By understanding your customer segments, you can tailor the experience across all platforms to the customer journey. For instance, if you discover that a segment of your customer base consists of downsizing seniors, you can create material and communications just for them.
Know How Each Segment Communicates
Every group uses different platforms in a slightly different way, and your job is to track how these specific segments use your different platforms. For instance, if you're looking at the needs of seniors who are downsizing into apartments, you might find that many of them look at your website but prefer to call your business for details. To give them a consistent customer service experience, you could develop an area on your website dedicated to their questions and train your staff to follow up with specific answers to common questions that these customers have when they call.
Examine How to Stay in Touch With Insurance Marketing
Your data and creation of the omnichannel experience doesn't end when a customer makes a single insurance purchase. You want to keep them renewing year after year – and you want them to see you as a reliable source for other insurance products.
According to the Aberdeen Group as quoted on the Business2Community site, "Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement."
While customers used to look at your ad and then call your business, today they will use an average of six touch points. Reach out to your customers through email, encourage them to sign up on social media, and invite them to a workshop at your insurance business, getting them to stay in touch through multiple channels and building that relationship through strong insurance marketing.
Developing your insurance marketing strategy isn't always easy. If you love insurance but you need further training and networking opportunities to develop your marketing strategies, contact American Agents Alliance.