Big companies spend a lot of money on marketing. The marketing experts at these companies are good at the art of marketing because they have spent so much time learning and working the craft.
You may not have the budgets of big companies, the marketing staff or the time to spend educating yourself on marketing, but you can learn from these marketing experts by paying attention to what they don't say.
What you will never hear a good marketing expert say
My customers are not on social media.
According to Experian, 27% of total time spent on the Internet in the United States is spent on social networking sites. According to Nielsen, 46% of online users count on social media when making a purchase.
Still think your older customers aren't using social media? The fastest growing demographic on Facebook and Twitter is the 55-64 age bracket (46% growth on Facebook since 2002 and 79% on Twitter).
What smart marketers have realized - and what you can learn from them - is that social media is not going away. It has changed how consumers think. You don't have to be on every social network. Figure out which one makes the most sense for your agency, and start connecting and building that reputation you deserve as an insurance expert.
SEO is not important.
If you want Consumers Joe and Jane, who have never heard of your agency, to find your insurance agency website when they are shopping for insurance, you need to invest in search engine optimization. Good marketing experts know that almost everyone online does not go past the first page of search results, which means if their websites are not on that first page, they are missing out on potential sales.
I don't have time to blog.
Blogging is one of the best things you can do for your website as it helps with SEO. It also benefits your brand because your online visitors will read it and start to see you as the insurance expert you are. Plus, it will help differentiate your agency from your competition. Good marketers know that blogging can increase awareness, drive traffic, build loyalty and influence buying decisions.
I don't know where my leads come from.
Good marketers never say this because in order to know which marketing campaigns are working, they must know whether those campaigns are generating any leads and sales. When you know where your leads come from, you can adjust mid-campaign, make better decisions, stop wasting money on marketing that doesn't work and repeat marketing campaigns you know do work.
What have you learned by watching marketing experts?
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