Why is online marketing so important? Because consumers rely on the Internet to research anything and everything, including insurance. Not sure you believe it? Check out what the direct writers are spending on PPC advertising. And that's only a portion of their budgets.
If the direct writers are spending that much money to market to consumers online, you know it's not only important, it's effective.
But there are certainly things to avoid.
No focus. When working on your marketing plan, don't try anything and everything. First of all, take a look at your budget. Do you have the resources and time to effectively implement each marketing tactic? Maybe but maybe not. By spreading yourself too thin in the beginning you won't be able to give each tactic the focus it needs to succeed. Start with one and put the majority of your marketing time into making that work. If it doesn't, try the next one. Continue until something works. Focus on that one thing until it works without much effort from you.
No measurement. Measure your ROI for every marketing tactic. If you are not watching your results and can't determine whether or not that tactic is working, you are wasting time and money. There are times when marketing doesn't work with the first try. You have to make adjustments as you go. Not measuring means you won't know what to change and how that change impacts your results. By not measuring and changing as you go along, you won't be able to reach your full growth potential.
No marketing mix. After you focus on one marketing tactic and you've measured and determined that it does work for your agency, you need to expand your mix and add a new tactic to your marketing plan. For example, if you only get new leads by relying heavily SEO to bring traffic to your website, a change to the Google algorithm could put a stop to that flow of leads. Without a mix of marketing tactics, such a change could dramatically impact your agency's growth.
No testing. Marketing is often more art than science. It is never perfect and can always be improved. The best way to know how to make changes that will positively affect your results is to do testing. I'm talking about A/B testing. Use it on your website or your email marketing. For example, create two versions of landing page - one with one message and the second with a different message. Make sure they look the same though. You only want to test one variable at a time. Then see which landing page converts more visitors. You'll increase your results without spending more money because you know which one performs better.
No follow up. Not everyone who comes to your website is ready to buy a new policy that day. People will land on your website for many reasons. You need to provide something of value to your visitors, like free reports, in exchange for the visitor's contact information. Then use your drip email marketing to follow up and provide more information.
For your digital agency marketing to be effective, follow these simple steps:
1. Focus on one part at a time.
2. Measure as you go so you know if it is working.
3. As you get that one part working, add more to your marketing mix.
4. Test, test, test to improve your conversion rates.
5. Capture visitor information, and follow up.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their two daughters.Follow on Twitter More Content by Becky Schroeder