Digital marketing is a complex skill to master, so when advertising campaigns fail, there is often more than one reason why.
Because there are many moving parts to selling online, even an experienced marketer may not immediately know where he or she went wrong. Campaigns can misfire if you target the wrong audience or say too much about your company (and not enough about how its products help people). Insurance agents and brokers must find the approach that works best for them.
Here are seven problems that may be causing your digital marketing to fail, and recommendations for fixing them:
1. You don't have a clear goal
A good digital marketing campaign begins with a clearly defined goal. Perhaps you want to generate leads by getting more potential policyholders to visit and engage with your website.
Whatever your plan, once you set a specific goal, you can better determine the steps you must take to achieve it, says Curated Digital. Having a goal in mind also enables you to identify the proper digital marketing channels.
2. You're letting your customer service slip
Sometimes insurance agents and brokers become so focused on marketing that they forget to provide service to existing customers. Outreach is important for bringing in new buyers, but don't let your selling prevent you from maintaining the customers you already have.
The Digital Marketing Institute says it is between 15 and 18 times more costly to lose and have to replace an existing customer than it is to gain a new customer. It suggests taking time to respond to social media comments, compliments, and complaints — even when you're busy marketing.
3. You're not providing useful information
If your digital content is all about your own products and services, your readers may simply move on. According to Business 2 Community, people are drawn to websites that provide helpful information. They want more than a sales pitch. Rather than discussing only the products you offer, give readers meaningful tips about how to choose insurance policies that meet their needs. It can't be all about you.
4. There isn't enough emphasis on visuals
People who communicate online like visuals. If you check out Facebook or Twitter, you'll find that users frequently combine images with messages to draw the reader's attention. A report in Forbes says most marketers fail to take advantage of all the visual possibilities at their disposal. Graphics, photos, and short videos can be the difference between attracting a crowd and being ignored.
5. There aren't adequate calls-to -action
It's not enough to have people read your digital marketing text and admire the visuals. While they're visiting the website, give them opportunities to buy insurance. Business 2 Community suggests using calls-to-action (CTAs) to generate new business.
According to HubSpot, a call-to-action is "an image or line of text that prompts your visitor, leads, and customers to take action." This may be a button to download an e-guide or a pop-up to subscribe to a newsletter. These CTAs can give readers the ability to click on links that provide additional information or get insurance quotes.
6. You are afraid of making a mistake
Finding the right digital marketing approach for your insurance business may take some experimentation. If you're afraid to fail, you may never find the formula that works best for you. The solution is to take a chance and try something new. Even if you fail, you'll gain new insights into audience behavior, says the Digital Marketing Institute.
7. You're focusing too much on your search engine rankings
Getting high rankings on search engines is a worthy goal, but if that's all you're aiming for, you're likely be disappointed with the results. It's true that high rankings improve visibility, but you must also find ways to convert website visits into sales.
Curated Digital suggests that you make sure your website provides guidance to people who are making important purchase decisions. Not everyone wants to buy something immediately.