Building the Foundations of Your Insurance Agency

Starting your own business can be both exciting and downright scary at the same time. But once you take that step and push yourself to do it, you will never regret it. You will find joy in not only being your boss, but also in watching your business change and grow over time. You might be worried about how to grow your business at first, and it can be difficult in the beginning, but it’s not impossible. You just need to focus on the foundation of your insurance agency, because this is what will help you convert leads into customers. 

The question is: where should you start? Don’t worry, we’ve got the answers you need, so you can successfully build your foundation and watch your numbers grow!

Developing a Strategy

plan written on a chalkboard with strategy words around
First you will need to develop a strategy for your business.

Developing a strategy is one of the most important things to do if you want to build a successful insurance agency. To develop a strategy, you’ll need to:

  • Identify your objective and your core values– Your objective is your goal for your business; it should be centered on the problem you’re aiming to solve with your services, and your company values will run hand-in-hand with your objective.
  • Conduct a self-assessment– Do you have the cash flow and human resources needed to see your plan to fruition? What competitive advantages do you enjoy over other agencies?
  • Research your market and past success stories- Find out how similar agencies have claimed their market share, grown brand awareness, and managed a happy and productive workforce.
  • Lay out a roadmap to success- Create a step-by-step guide to achieving your goals and what you are going to do to meet them. This guide will set you up for success and hold you accountable.
  • Stay focused

Finding Leads

Finding leads can be relatively easy if you know how to attract them. The best way to attract leads is by building your brand and creating a sense of trust. You can do this by getting online and showing how knowledgeable you are. You should:

  • Create a website and social media accounts that will help attract and convert leads. 
  • Also comment on sites like Quora, answering people’s questions about insurance, in addition to communicating with leads via social media. 
  • Make and share videos that are informational and useful to leads and customers. 

Nurturing Leadswoman with a headset on

Your first contact with leads is very important: remember, first impressions count! When leads show interest, it’s important to contact them in a timely fashion, but not immediately. Generally, it’s best to send an email or make a call within 12-24 hours; any longer and you risk losing them as a customer. 

After that, you will need to create a schedule to follow up with your leads. After all, it generally takes contacting leads 7 to 13 times to convert them! Your follow-up schedule could look like this: send one email a week and a call or two every quarter.  Make sure your follow-up contact is not just focused on plan renewal or other business; make things personal so you can keep nurturing them long after they’re converted from leads to customers. 

Looking For Leads?

Since you’ll be dealing with a competitive field, the most important step in growing your agency will be building your customer list. And what better way to do this than getting hand-delivered, ready-to-buy leads from Benepath? When you work with Benepath, receiving reliable, exclusive leads is the easy part. 

We provide you with real-time leads through a secured process and give you a customized thank-you page so your leads will be ready for your call. This thank-you page assures leads that they won’t be bounced around between agents and gives them a feeling of connection with you right from the start. We offer the leads, and, while it is up to you to properly nurture your leads, we’ll be behind you every step of the way. You’ll find, though, that our leads don’t need much nurturing because they are ready to speak with you and buy your product! But if they do need some nurturing, follow the effective ways mentioned above to seal the deal. To get more information, fill out the form below or call 866-368-0377.

How LinkedIn Features Can Help Build Your Brand

Are you keeping up with your LinkedIn account? You should be: this platform is a great professional tool that allows you to connect your brand with over 770 million professionals across the world. But aside from using it to link you up with other professionals, you can actually use it to boost your personal brand with some of the features available on it. In fact, according to Sprout Social, businesses marketing on LinkedIn generate 277% more leads on average than those engaged in Facebook marketing alone! Find out some of the features that LinkedIn has added to its platform that can help you grow your business and help you reach your business goals.

LinkedIn Learning

LinkedIn Learning is a part of the platform where you can go to get your questions answered, and where you can also develop and learn a skill relevant to your career. You can search for skills, industry trends, popular topics, and what your competitors are doing, so you can brush up on your insurance knowledge, sharpen your selling skills, and find new ways to prospect leads.

In addition, you can list your skills here, making it easier for people to look for you, so they know what you can do for them and what you are licensed in. This feature is also helpful for building connections with other insurance agents, which can bring you new prospects. 

Add Media Filesdifferent media files in different colors

Did you know you can add videos, documents, photos, and links to your profile? You can now add them to the “Featured, Education, and Experience” sections of your profile – and it’s a great idea to do so: after all, images garner over six times more engagement than text-only content. Think about the following:

  • Custom image collages (3-4 images in one post) perform very well.
  • Videos should be about 1-2 minutes long, and should capture attention within the first few seconds. Add subtitles for those watching with the sound off.
  • Live video generates 24x more comments than regular video on LinkedIn.
  • Documents, like PDFs or PowerPoints, can showcase what makes your brand unique.

Record The Pronunciation of Your Name

Got a name that has been butchered your whole life? Maybe it’s a simple name and people still manage to say it wrong? LinkedIn has added a new feature that allows you to record how to say your name in your own voice for 10 seconds. There will be a speaker icon next to your name that people can click on to hear it. 

Make Sure To:

Optimize Your Profile

LinkedIn is similar to any other social media platform: you have to optimize your profile, making sure to incorporate keywords and phrases that might be used to search for you, your product, or service. You also want to use hashtags, but remember that they are limited to a maximum of 5 per post on LinkedIn; using too many will result in the post being marked as spam. And don’t forget to link your page to your website, and share relevant content often- just make sure you know your audience. Around 60% of LinkedIn users are between 30 and 64-years-old. 

add new post written on a website
Try to post everyday to gain traction and get noticed.

Post Everyday

When building your personal brand on LinkedIn, content is key, and when you consistently post, you’ll establish your voice. Not only that, but people will be more likely to see your profile and be able to communicate with you if you’re engaging with the platform regularly. 

Do More Than Just Sell 

We get it, LinkedIn is a great place to sell yourself and your brand/business: it is a professional platform meant to showcase people’s accomplishments. But trying to sell yourself is a turn off for most, and just promoting yourself as an influencer, or promoting yourself without context will not get your noticed or get any engagement from others. Start to build connections first, then build relationships- this will get you further.

Have A Great Profile Pic & Cover Photo

When selecting your profile picture and cover photo, make sure that your profile pic includes your face and shoulders, is not pixelated, has good lighting, and shows you dressed professionally and smiling.

For your cover photo, try sticking to something professional such as your company’s logo, or something else relating to your profession. 

Customize Your Profile’s URL

URL icon

When customizing your URL on LinkedIn, use your name; if it’s already taken, consider adding your middle name. And when creating your URL, use dashes, because Google reads them and recommends them over underscores. Try to find something you’ll want to stick with: you can only change your URL once every 30 days. 

If you’re looking for more ready-to-buy leads, come to Benepath. When you work with Benepath, receiving reliable, exclusive leads is the easy part: we provide you with real-time leads through a secure process, and give you a customized thank you page so your leads will be ready for your call. To get more information, fill out the form above, or call 866-368-0377.

7 Habits Of Highly Efficient Agents You Should Adopt

Your habits, whether good or bad, are a huge part of how you live your everyday life; in fact, 40% of your actions throughout each day are not based on conscious decisions, but come from the force of habit. These habits can spill over into your working life, too, and affect how you conduct your business; bad habits can lower sales, and end up separating you from successful insurance agents. Becoming more successful means practicing some self-awareness, and learning to adopt the following habits. 

1. Stay Organized

organized office space
Organizing your office space can help you focus and get tasks done.

 Did you know that office workers waste an average of 40% of each workday because of being unorganized? When you’re busy and trying to juggle multiple things at once, it’s easy to slowly slide into being unorganized, but it’s important to stay on top of your schedule. Organize your brain by getting more sleep and taking breaks. Organize your time by prioritizing your day; to do this you should: 

  • Plan a time for calls, meetings, marketing, and follow-ups.
  • Try using an app to help you stay organized, such as Shift, which can help keep you on track and on task.
  • Avoid multitasking, which will divide your attention and mean you’ll end up slacking on some tasks.
  •  Organize your workspace by clearing clutter, filing correctly and immediately, and having everything important within easy reach.

2. Create Lists

Lists can be your best friends when trying to accomplish your day-to-day tasks. If you try to simply remember everything you have to do during the day, you will more than likely end up forgetting something – and that something could be very important! Instead of relying on memory, make a list – or multiple lists – so you can address the urgent tasks first, and then check off the rest of the less urgent tasks once those important issues are taken care of. 

3. Focus on an End Goal

What is your end goal? Do you want to get a certain number of prospects a month? Grow your business? Retain more customers? It is easier to establish an end goal when you have your eye on the bigger picture, so focus on that, and put your daily tasks in perspective.

4. Limit Distractions

silver stopwatch
Try using the Pomodoro technique to limit distractions and get work done.

Around 44% of work distractions come from things that you have control over, like your phone and social media. While it’s ok to take a break so you don’t burn out, you might want to limit your distractions by using a timer when you engage in nonessential tasks. Consider using the Pomodoro Technique, a method that suggests you set a timer to break down work into 25 minutes intervals: you work for 25 minutes, take a short 3-5 minute break, and then reset the timer. After 4 25-minute “pomodoros”, you take a longer break of approximately 15-30 minutes. 

5. Know When to Unplug

If you don’t know how to keep a healthy work-life balance, you could end up feeling like you’re drowning in your work. Learn to take breaks by creating a block of time during your day when you shut off your phone and computer, and don’t read emails or take work calls. Never unplugging will eventually lead to burn out!

6. Learn To Say No

No can be a powerful word, and oftentimes people feel awkward or even embarrassed to say it, but as Steve Jobs once said, “It’s only by saying no, that you can concentrate on the things that are really important.” If you have too much on your plate, it’s okay to respectfully decline offers, whether work-related or in your social life; learning to say no can help you increase your productivity levels, and keep your relationships with your customers and new leads at the top of your list of priorities.

7. Be Positivescissors cutting the T off the word can't

Failure can happen to anyone, as can both minor and major setbacks; for example, you’re bound to lose more than one customer over the years. But when it comes to the negative parts of your job, you have the option to dwell on them, or accept the bad with the good and take it all as part of the road to success. You have to be willing to stay positive, as well as to learn, adapt, and try again. Put your positive energy into winning your clients back and then some! After all, according to one study that concentrated on the habits of millionaires, over half (54%) of those polled credited optimism as critical to their success in life.

You most likely have daily habits that you are unaware of, but they could be hindering your ability to grow your business and your success. Forming new habits is easier said than done, and it can take at least a month or more for a new way of doing things to start to feel normal; while it can be tempting to give up after a week or so, don’t give up! The habits above will make you more organized, positive, and will help you increase your success in your business. Some of these habits will also end up improving other aspects of your life, as well!

Selling Insurance Based On Value, Not Price

When it comes to selling insurance, the number one concern of customers is often something you don’t have much control over: price. Insurance companies set their prices, and you can only do so much to find an affordable plan for a customer. However, a skilled agent can make a sale by refocusing the conversation on value instead of cost. Connecting with customers on a deeper level and helping them understand the value of insurance can lead to more sales.

man and woman sitting across from each other with the man in front of a laptop
Figure out what your customer needs by listening.

Know Your Customers

The first step in selling insurance is to know your buyers. Some care only about price, but many want to find the right coverage, which is more valuable to them. These customers do not necessarily want the lowest-priced policy, they want the policy with the biggest bang for their buck. They may be willing to pay a little more for a policy that meets their exact needs. Let them tell you what they are looking for, and then help them identify the difference in plans, the risks, and coverage gaps. This will help both of you to figure out how to give them the most value for money.

Explain The Claims Process

If a potential customer comes to you with concerns about price, remind them of the value of the plan and how it will benefit them. In order to help them understand what they are getting for their money, explain the claims process. If they see concrete examples of how much they will pay out-of-pocket versus how much the insurance company will pay, then they can make a more informed decision. They may see the value in choosing a more comprehensive plan when they see the hefty bills that they could be facing with a basic plan.

Educate Your Prospects

Some potential clients may also come to you with a limited understanding of how insurance actually works. It is your job to find ways to explain the ins and outs of different policies in ways that are easy for them to understand. After all, that’s why they’re coming to you, the professional:  they are looking to you for communication  and information. Take the time to make them feel comfortable about their policy, as well as to explain any terminology and answer any questions they might have. 

two sets of hand, both with a pen in their hands pointing at paperwork.

One of the most important things you can educate your potential customers on is the risk and possible costs of not having insurance. Customers will have a better understanding of the value of insurance when they are met with the reality of what it  can cost  not to have it. Compare how much money they would save when having a policy versus how much they can potentially lose when they do not have one, or one that doesn’t offer them enough coverage. For example, explain to a customer that while they might save $30 a month by not purchasing a more comprehensive policy, they would stand to lose way more if they were in an accident or were facing a serious illness with either no insurance, or a plan that covers only the basics. 

Compare Insurance Policies

As we have pointed out, some customers’ first instinct will be to choose  an insurance plan that offers the bare minimum or basic essential benefits, simply because it’s the cheapest. But it is important to help them see that the cheapest plan is not always the best option for some people, especially those with families or health conditions. Offer to compare different policies and explain to them which plan is best for their needs, but also make sure it fits their budget. Again, know your customer. If the plans you come up with are  too expensive for them, they will be turned off and avoid doing business with you. It’s all about offering the best value for their money.

What insurance agents need to know during the COVID-19 pandemic

It’s going to be the buzz word of the century.  COVID-19, The Coronavirus, The pandemic.  Right now, it has the world’s economy in shambles and people are fearing for loved ones’ well-being.  It will go down as the great interruption of the 21st century.

With schools shut down and businesses operating remotely, any sense of normalcy is all but forgotten.  Along with personal lives, this same impact is being felt in industries across the country.  The insurance industry is no exception to this, and what insurance agents need to know during the COVID-19 pandemic needs to be laid out.

As a lead company that runs marketing campaigns nationwide, we have experienced the digital impact of this virus first hand.  We have generated leads digitally for over 10 years in numerous verticals including Medicare supplement, individual health, commercial, and group health.  We are seeing wild disruptions in how consumers typically interact with insurance agents in every one of these verticals.

However, we are discovering trends that could help agents maximize sales during this turbulent time. Your adaptation to these discoveries and use of available tools will make the difference.

The impact in numbers

The signs are all around us.  At the time of writing this, there has been a 36% drop in the US stock market in a span of 5 weeks.  Video streaming rates are so high that some companies are decreasing quality by 25% to save bandwidth.  And in some cities, maximum capacity of patients and exhausted resources have become a reality for healthcare workers.

Insurance agent adapting working from home

These extreme statistics are a reality for the entire country.  Granted, most are not as severe as those surrounding the medical industry.  However, the impact is still considerable.

In the insurance industry, we know that variability in traffic is inevitable.  Even when there isn’t a pandemic, our average variability is 3% from day-to-day.  Since the COVID-19 pandemic has settled in the United States, we at Benepath have seen as much as a 33% variability in impressions and traffic.  An 11x difference.  Through discussions with the competitors in the insurance space whom we have a relationship with, we discovered this variability has been universal.

What’s startling is we do this professionally, we specialize in it, can you imagine what the impact is for agents who try to do this on their own?

What does this mean for agents?

Here are the top 3 topics of conversations our sales team and customer service staff is having with clients:

  • Closed offices
  • Need for supplemental traffic
  • Market uncertainty

We’ve seen call centers close their doors temporarily and large agencies having to adapt their standard procedures.  While a frightening reality for some workers, this is an opportunity for agents around the nation capable of working from home.

With call centers closed and large agencies’ productivity slowing, fulfillment opportunities now move in the direction of independent agents and smaller agencies to field the demand for insurance.  In short; while your personal life may be experiencing disruptions, your sales trajectory doesn’t have to.

However, for agents who typically operate out of an office serving clients face-to-face or visiting their clients’ homes, adjustments have to be made.  The question is how do you get “in front” of these potential clients.  Social media and advertising are great ways to do this normally, but like previously stated, nontraditional consumer behavior creates a unique set of challenges in the current sales environment.

Board that read "Things To Do: 1) Own Today 2) *left empty* 3) *left empty*


So what can you do?

It’s time to think from a perspective of how your clients are spending their time.  Because consumers are forced to minimize typical life distractions, consumerism is in a cycle unique cycle compared to standard trends.

To start, adopt new technologies.  With the common availability of video chat systems like Zoom, BlueJeans, Skype, FaceTime and so many more, the option of getting “in front” of your client doesn’t have to stop because you can’t be there in person.  You can even utilize social media messengers, texting, and personalized video presentations to get your message in your customers hands.

Now may also be the time to work with a digitally focused lead company like ourselves.  Companies who have been adapting to this unique set of challenges from the beginning have a leg up compared to most smaller marketing teams or general marketing agencies.  At Benepath, we understand where insurance consumers are going to get their insurance coverage needs fulfilled.  Because of this, we have started to field a surge in consumers turning to online means to do so.

Another option is to express your availability to your network Insurance agent video chatting with client on computerof clients and offer incentives for referrals.  Your clients are on the phone and engaging through social media with their family, friends, and business acquaintances more often during this period.  If you can secure head space in those clients, the likelihood of a referral if the topic of insurance comes up increases.

Lastly, make yourself available.  Consumers will have new questions, new concerns, and uncertainties about their coverage.  The more effectively you defuse their anxieties, the more likely you are to develop a relationship with them that will outlast this pandemic.  That directly lends itself to sales down the road.

Resources to help you

We pride ourselves in our motto; Together we succeed.  We stand behind this now more than ever.  As a community, an industry, country, and part of our interdependent world, we need to support one another.  To play our part, we compiled these tools and articles to assist you in these trying times.

  • Benepath agent guide download sample imageAgent Lead Calculator – This tool allows an agent to quickly calculate how many new clients they need in order to achieve their goals (or needs in these circumstances).
  • Agent Guide – This guide lays out disposition data that agents we partner with have reported back to us.  Based on best practices and compiled data, we present our findings to help you succeed with your insurance leads.
  • Best Places to Find Online Classes – We compiled a non-bias list of online sources to find classes in skills you want to learn or improve.  This may be the perfect tool to help you adapt to the current conditions.
  • Harnessing the Power of Referrals – As discussed above, we believe that the power of referrals could benefit you greatly during this time.  In this blog post, we discuss best practices for gaining referrals through your network.
  • Maximize Productivity – Have you heard of Covey’s 4 Quadrant Theory? It’s a simple process to maximize the productivity of your time.  Successful professionals across all industries use it to organize their personal and professional lives.  It’s time to apply it to yours.
  • Outbound Sales Cadence Insights – Every agent has developed cadences that work for them, but could they work better is the question you should be asking.  We recently developed this guide to help audit your sales cadence and provide you with tips to implement better ones.

We are here to help

This compilation is just a sample of the beneficial tools and documents we create for insurance agents.

We are confident that you can make it through this.  If you are in need of a partner to help drive profitability or just want to talk about the benefits we can provide to your business, contact us at the number above or fill out the form on the side bar.  Together we can help you achieve your goals.

Together we succeed.

PSA:  Listen to the CDC and WHO, and for the safety of the nurses, doctors, elderly, and immunocompromised.  Lets work together on eradicating this disease.


Commercial Insurance Rates are Rising. Here’s Why

No one wants to pay more for insurance, but it is our unfortunate reality. Commercial insurance rates are rising, meaning higher premiums across the board for many businesses. Coverage affected ranges from Business Owner’s Policy to Worker’s Compensation. It is projected that prices will continue to rise throughout the rest of 2019. From underwriting to pricing, these changes come from two major sources: cars and catastrophes.


Auto insurance aside, vehicles have become a major factor in the rise of our commercial insurance rates. You may think “why does this matter to me?” It matters because vehicles are our main source of transportation, influencing our economic structure deeply. Everything you have as a business owner is brought to you by some type of vehicle.  With more production and vehicles on the road come more opportunities for accidents to occur. This involves more than just passenger cars. 

With our economic boost, we see an increase in areas like construction. Motorized vehicles operate in these zones, causing more concern for insurance companies. More work means more workers are needed to operate these vehicles. It only leads to an upward climb in insurance rates.

There is no easy solution for the car aspect contributing to this climb. We can only wait for legislation to step in.


We’ve recently experienced a lot of natural disasters. In November 2018, California was ravaged by wildfires. While it is accustomed to fires, these were the worst in years, affecting areas as far north as San Francisco, and areas as richly populated as Malibu. The Woolsey Fire destroyed over 1600 structures (including most of Paradise, CA) and caused the death of three individuals.

Besides fires, hurricanes are a force to be reckoned with annually. In 2017, Texas’ southeastern area, including Houston’s almost 6 million people, were decimated by Harvey.  This storm solely caused $125 billion worth of damage. Not to mention the opioid epidemic, which is heavily affecting our medical industry with 60,000 people dying from it in 2016. All of these things only scratch the surface of the disasters our country is experiencing. 

This is causing rates to climb between 1-5% for insurance deductibles depending on how close you are to at-risk areas. As people scramble to make sure they are covered more for potential disasters, insurance companies raise their rates. At the same time, claim payouts are in the billions of dollars, forcing the capital in insurance companies to deteriorate. It’s simple supply and demand affecting the market.

While it may not provide much comfort, the reality is that an increase in productivity added to the disaster influx is causing inflation for commercial insurance prices. While it’s mostly liability markets that are affected, the results can be felt by everyone. 

How Did Your Marketing Piece Look?

Yes, looks matter when it comes to marketing items such as letters, flyers, mailers and so forth. Was your campaign a memorable one with classy presentation, solid facts, and the personal touch? Or did you send out a piece that looked that all the other items already out there? Or was the piece kind of sketchy because you really did not know what you wanted to do and figured it looked “good enough?”

Campaigns are not just about you, your product, what you are offering or even your pricing, but they are still a part and parcel of an overall successful insurance marketing campaign. A good, solid marketing campaign is made up of bits and pieces that all fit together and make one cohesive visual and pitch. And definitely, “you” are part of the campaign – the voice behind it.

Put another way; market professionally, thoughtfully and consistently, as if you were trying to sell something to yourself. Be critical. Pay attention to your messages, your presentation, and your profile. With an eye to detail, producing a good, memorable marketing campaign is a whole lot easier than trying to cobble one together and hoping it works.

Benepath Agent Success Series Webinar – Calling Like a Professional

How do your phone communication skills size up according to your clients? Closing sales for insurance agents on the phone is hard enough, but if your phone call delivery is lacking in even one aspect, your efforts could be . We at Benepath want to help ensure your phone calls are as effective as possible, for this reason we are thrilled to announce our first Agent Success Series Webinar.

In this 30 minute webinar hosted by Benepath President, Clelland Green, and Revity Sales Consulting Partner, Morgan Smith, we will coach you in effectively calling your consumer leads to make the most of every second on the phone with them. Clelland and Morgan get right to the point, coaching you topics including:

  • The importance of tone throughout your call
  • Effective messaging to guide a consumer into a sale
  • Proper contact etiquette

We also give you the ability to ask your specific questions to the professionals that will be answered at the end of the webinar!

Sign up here.

The True Value of an Insurance Lead

As and agent, your bottom line is one of the most important performance indicators to your business, but are you considering all the factors?

In the lead business, we often hear a lot about agents return on investment (ROI) or their cost per acquisition (CPA). Though our communications, we discovered something that most agents don’t realize when it comes to calculating ROI; the need to measure renewals. 

As part of ROI, initial commission is often not the only commission is you will receive from that lead. Granted, not every consumer will resign come the following year, but a considerable number will. The question is, how can you maximize the value of a lead on a more consistent basis?

Our recent survey has highlighted a potential answer to this question: Selling multiple products. 80.8% of agents sell multiple products as part of their business, and most of those agents are 8+ years in the business! By selling multiple products, you offer your clients the possibility to be a one stop shop for their insurance needs.

By doing this as part of your business, every lead’s value increases significantly as they go from initially needing health insurance to needing life insurance down the road, or needing medicare insurance but wants to add final expense a few years later.

Longevity and renewals are all in the name of the game when it comes to selling insurance, and the leads are not just worth their initial value, they hold value for years. Think about that next time you are calculating the value of a lead.

Is Google Ads’ ROI Worth the Cost per Acquisition?

In internet marketing there is a variety of sources that help contribute to a company’s goals in marketing efforts. One of the most popular internet marketing platforms that is well utilized is a little platform called Google Ads, ever heard of it?

Google Ads is a hot topic in internet marketing and has been for a decade now. However, there has been a recent discovery that is making marketers thing twice of the platform in their marketing strategy.

Marketers who have used Google Ads year over year, a trend of increasing average bid price per keyword has become a more prevalent issue every year. As seen here using data collected by Hochman Associates, the average Price per Click (PPC) across all verticals for keywords has increased by roughly 73% since 2010, and 463% since 2005.

In addition, the average Cost per Conversion has steadily increased in correlation with the increase in average PPC. While each advertiser may have a different definition of what constitutes a conversion, these statistics show on average how the advertisers conversion cost has increased year over year.

Like investments, marketing sources are best to be diversified in order to reduce reliance and the impact that a potential problem could have on a marketing program. However, being that Google Ads was, at one point, a cheap source that could provide incredible volume, marketers are now looking elsewhere to supplement their volume needs. This increases cost per acquisition across the board.


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