You've invested money in a good insurance agency website that is designed to help you convert traffic into leads. You have an SEO expert who is working to get your website higher in the search engine results. You have a digital agency marketing tool that helps you follow up on prospects and cross-sell to clients. You've been blogging, guest blogging, using social media and maybe even tried some banner advertising on a local publication's website.
You're doing all the right things to market your agency online. So how do you know if it's working?
There are only 70 days left in this year, which means it's time to start planning for 2014. Instead of taking a guess at what works for your agency, make your decision on where to spend your marketing budget based on what has already worked for your agency. Here are four ways to know if your digital agency marketing is working.
If you don't have Google Analytics on your insurance website, you are missing out on the biggest measurement of your online marketing success. This free tool can tell you how many people visited your website, how many pages they looked at, where they came from, how many were return visitors, and, in some cases, what keywords brought them to your website. Google Analytics can help you see how your SEO is working, if you're getting traffic from your social media profiles, if your guest blogging encourages people to click through to your website to check out your agency and more.
Here are a couple great blog posts that can help you get started with Google Analytics:
Google Analytics Metrics You Should Be Monitoring
How to Interpret Your Google Analytics Report
When implementing a specific online or offline marketing campaign, landing pages are a great way to measure that campaign's effectiveness. Say you had a table at a local event where you handed out cards or flyers to invite people to go onto your website for a free insurance quote. If you use your main website, for example www.myinsuranceagency.com, it would be difficult to determine which traffic and leads came from the event. But if you use a specific landing page, like www.myinsuranceagency.com/event, you would know that all traffic to that page and all leads that come from that page would be a result of the event.
Opens and Clicks
In your email marketing tool, you will see how each email performs, including the number of opens and clicks each email receives. Our system AgencyBuzz will even save this information for each contact and calculate a Buzz Score so you can easily tell who is engaging with your agency's email. While the number of opens is a good metric, the best metric to measure your email marketing is clicks, especially if you put a call to action in your email marketing. The number of clicks will tell you if your email is getting people to do what you want them to do. When you look at the number of clicks with the number of leads from the landing page you created specifically for your email marketing campaign, you'll have a good idea of that specific campaign's effectiveness.
Despite all the online marketing you've invested in, some people will still prefer to stop by your office or give you a call. By tracking the number of quote requests you receive and making note of where they heard about your agency, you'll be able to identify which of these offline leads may have found you online first.
Don't make guesswork of your marketing plan and budget. Use these methods to identify which online marketing tactics work and do more of those marketing activities in 2014.
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 three daughters.Follow on Twitter More Content by Becky Schroeder