What is insurance drip marketing? A drip doesn't sound very positive; it sounds like what you'd get if your faucet was leaking. However, this gradual type of marketing can have a very positive effect on your insurance marketing as a whole. Here's how drip marketing works to grow your insurance business.
What Is Insurance Drip Marketing?
When customers sign up to get blog post updates or your latest emails, what do they receive? If you don't have a drip marketing campaign set up, they won't receive any of the initial content that you may have sent out to your readers when you first started your blog or newsletter.
Zapier explains: "Called drip campaigns but known by many other names—drip marketing, automated email campaign, lifecycle emails, autoresponders, and marketing automation—the concept is the same: they’re a set of marketing emails that will be sent out automatically on a schedule."
While a drip in your tap is not positive, a drip marketing campaign takes its name from drip irrigation – gradually watering crops so that they are not overwhelmed with a lot of water, followed by not enough. Your customers get the right amount of information at the right time.
Starting the Conversation Out Right
With drip marketing, you avoid having customers feel like they've just entered into a conversation in the middle, without preparation. Drip marketing can help them prepare to have a more extensive conversation with your business. It ensures that the right conversations happen at the right time for your leads.
Advantages for Your Business
When you start a drip marketing campaign, it may seem like it's a lot of work. You have to create pre-planned emails that lead your prospects on a journey through your business. However, over time, this strategy pays off. You have a series of pre-planned emails that you can update somewhat regularly, and these emails go out to your leads and customers are regular intervals.
These emails can be based on triggers that you define. For instance, if your lead signs up for a newsletter, this can trigger a series of other emails as well. If your lead asks you a question about a product, you can have a series of emails for that. Drip marketing takes advantage of your understanding of the customer journey and uses marketing to guide your customers more easily through the journey.
Drip Marketing Keeps Your Company at the Forefront of Customers' Minds
When you have a drip marketing campaign set up, this fulfills "the need to stay in front of and in touch with your current and prospective clients in order for them to purchase from you," according to The Balance. It's hard to stay at the forefront of your customers' minds, but a regular email will help them remember that you're there, you want to serve them, and you have some quality insurance products available.
At American Agents Alliance, we have worked with independent insurance companies like yours for many years, helping you develop your business. Whether you're looking for advice on insurance marketing or trying to hire new staff, we can help you develop your insurance agency. Contact us today to access our many membership benefits.