So, How Are Your Writing Skills When It Comes to Marketing Campaigns?

If you’re groaning out loud at this question, then writing is likely something you struggle with every time you go to write a blog or marketing piece. The words seem wooden or they are too big and jargon-like. The end result is “you” understand what you wrote, because you sell insurance, but those who are going to receive and try to read it won’t “get it.”

Put yourself into the position of your customer who knows nothing about Medicare or isn’t familiar with Medigap or final expense insurance – whatever the product is you want to promote. Now write in the simplest manner possible and explain what they need to know – leaving out the legalese – as you can explain more in detail when they call or meet with you.

It’s not always an easy thing to do, thinking like a potential customer, but if you want customers to buy insurance, they have to understand what you are selling and how it directly benefits them. Straight, clean, simple concepts using points or short sentences to get across the benefits of supplemental insurance or Medicare.

Can’t do it? Comes out not making sense? Then, hire a writer to do it for you. How you communicate with your existing and potential clients is one of the “foundation” must-dos in building your insurance agency. Hiring a good writer is well worth the investment of marketing dollars to attract more business.

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.

Is Your Insurance Marketing Eye-Catching or Boring?

If it’s boring and even you don’t really recall the last campaign you sent out, it’s time to make some changes to your marketing strategy. If you want to figure out why your last perhaps not so successful marketing campaign, was a bust, ask yourself a couple of questions (we have more for you in later posts).

The first question you want to start with is “Aside from a policy feature you happen to provide and promote, what is unique in your marketing letter that makes it stand out in the marketplace?” Be brutally honest in your answer, as an honest assessment of a campaign lays the groundwork for a future successful one.

The second question to ask yourself is: “Was my insurance marketing letter only about features and benefits?” If it was, then you missed a golden opportunity to create a memorable piece by relating to potential conversions in a personal manner. This is relationship marketing and it is quite successful in selling not just a “product” but also the person selling the product.

If a potential buyer can relate to the person behind the insurance policy and come to trust and rely on them, selling a policy is not that difficult.

Cutting Corners With Your Marketing Dollars?

A proper marketing campaign is the key to success. The last thing you need to be doing is cutting corners with your marketing dollars. Never cut corners when it comes to marketing materials. Work hard to design a great marketing campaign. Make sure your image is polished, professional, relevant, up-to-date and approachable.

Make sure your business cards are well designed and on brand. Make sure the reports you put on your website contain important information, are laid out in a crisp, clean and clear fashion and thoroughly proof read. Make them professional and ensure they have a clear and relevant message for readers. If you have website videos, make them high quality with good sound. Promoting a brochure? Make it colorful, professional, relevant and with excellent content. Do not skip the small things when it comes to marketing materials.

Marketing materials are the face your agency presents to the world. If the materials are shoddy, sloppy, have typos and other errors, this reflects badly on your agency. Marketing is not the place to cut corners on quality. Spend money to make money to get the best leads.

Tracking your daily activities and how it can help a marketing campaign

No many insurance agents track everything that they do because they view this as a time consuming task. However, tracking you daily activity has many benefits to any business. The most important things to track are all outbound calls, all follow up calls and all inbound calls.

You need to also keep track of presentations to various groups, the composition of the group (those wanting Medicare, those wanting group insurance, those wanting family insurance, etc.) Meticulous tracking allows your agency to stay organized and well informed. Tracking, also, provides the parameters for your success and gives you the feedback you need to tweak ad campaigns, the sales process and your approach to customer service. But most of all, tracking tells you what is not working so you can adjust.

Make adjustments slowly and only one at a time. Changing campaigns too soon and too often is a common mistake. Without careful analysis you may not be sure what part of a campaign is not working. Always make changes slowly and make those changes to just one portion of a campaign.

For example, you may have a mailing campaign for Medicare. It is not performing well. Is it the content? Is it the pictures used? Is it the promotion campaign? If you change all those factors at once, you will not know what the issue was in order to avoid it later.

Do you have a marketing action plan?

Planning for success is not a simple. In fact, establishing a plan of action for your agency is a multi-part plan.

First, to create an action plan you need to know what your agency is missing. Why, for example, your firm may not be growing and expanding at a rate that you envisioned. To do this, you will need to take a hard look at your existing marketing efforts.

Second, once you have found the part of your marketing campaign that is not working, you will need to do research on other available marketing campaigns. For example, if your goal is to sell health insurance to at least 200 policies in two months, how are you going to do that? Are you going to run a marketing campaign? A direct mail campaign? Newspaper ads? Radio? TV? Presentations? Networking? Or a combination of some or all of the above?

Once you research available marketing campaign you will need to begin the process of testing. To find the best marketing campaign that will ensure that your agency meets its goals, you will need to test each of your marketing choices one at a time.

Not having a plan of action in place, a backup plan and a quality product will slow down your ability to be successful. Therefore, following a marketing action plan will allow your agency to achieve its growth goals.

What is your marketing strategy?

Maintaining a strong relationship with clients is the key to growing your agency. Often, however, everyday business gets in the way. Therefore, it is most important for agents to stay connected online. Your online presence should give a united and cohesive overview of you and your agency.

Having inconsistent information on you website(s), social media and email messaging will send mixed messages to your current and prospective clients. On the other hand, having a consistent marketing strategy will help you establish a solid foundation for your agency. Your agency is your business and unless you completely understand your marketing strengths and weaknesses, it is best to not jump into marketing without direction.

Here are some ideas to get you started on creating a marketing campaign.

First, everything you do online needs to look and feel the same to your customers. People want to feel that they trust the agent and their agency. Make sure that your website is well-designed with correct and up-to-date information.

Second, when developing and correcting your website content find out what your costumers want to know and learn. Blog posts and informative pages on your website will keep your audience interested.

Thirdly, stay updated on your social media. If you do not have any social media accounts create them. Social media is proven to be a useful tool for connecting with old customers and potential leads. Anything you write online and anything you send out to clients should include social media links for easy access.

Furthermore, when dealing with customers one-on-one, agents need to be able to have in-depth information on their products, be able to assist their customers and find the best coverage.

If your marketing strategy ensures that your agency provides excellent customer service, stays active on social media and stays on brand, then you will build strong relationships with current clients and gain trust from prospects.

It is an investment in your future.


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