As a professional in insurance marketing, you probably always have your eyes peeled and ears open for fresh perspective and marketing ideas that actually work. You’re faced with the challenge of differentiating your brand from competitors, educating your ideal customers, measuring marketing ROI, and the list goes on.
There is no singular strategy that works by itself. To effectively reach ideal customers in a creative and impactful way, you must combine new and traditional methods into a multi-channel strategy.
Here are four ideas to incorporate into an effective multi-channel insurance marketing strategy that will make an impression on your target audience.
Direct Mail Marketing
Is direct mail exciting? It can be!
Direct mail marketing isn’t dead, and it doesn’t have to be boring. It’s a classic, reliable method that still drives high response rates and ROI. It’s also a great opportunity to touch on your target audiences’ hot-button issues.
With the rise of ad blocking and data privacy, integrating the tried-and-true direct mail marketing method into your overall strategy could make all of the difference for maximizing ROI. Not to mention, because so many marketers are focusing more on digital advertising, and more people are working from home, now might be the best time to ramp up your direct mail efforts to cut through the digital clutter.
Gamification for Insurance Marketing
Gamification is a unique, entirely permission-based means of getting consumers to engage with your brand through an interactive game. It has also been known to drive sales in highly competitive markets, making it a great differentiation tactic for insurance and other financial products.
The use of games in your marketing strategy can be a powerful tool for increasing response rates with measurable results. Marketers that employ gamification in their strategy find that users are engaged at a more active level and spend more intimate time with the brand, leading to increased conversion rates.
See a great example of how we used gamification to help one of our clients sell more professional liability insurance.
Successful marketing strategies evolve with changing times. While video has already been on the rise for years, now that everyday life has shifted due to COVID-19, and global internet traffic has dramatically spiked, incorporating video into your marketing strategy is an absolute must.
Video is an engaging and surprisingly affordable medium within the reach of any modern marketer. With video marketing on an ever-upward trend, it simply can’t be ignored for your multi-channel strategy.
- By 2022, an estimated 82% of all content creation will be video. (Source: Cisco)
- Video generates 12 times more shares than texts and images combined. (Source: SmallBizTrends)
- Video search results have a 41% higher click rate. (Source: Aimclear)
Social Media Marketing
You probably already have the obligatory company pages and have someone posting to them every few days. But now, you might be wondering who is using social media, namely Facebook, and if it’s a good source for reaching your target audience.
In April 2020, Facebook’s first earnings statement since the start of the pandemic showed that its user base across various apps (Facebook, Instagram, Messenger, and WhatsApp) increased by 11% year over year to the highest it’s ever been. Furthermore, Facebook itself had 2.6 billion monthly active users—an increase of 10% year over year.
Knowing that your customers are spending more time at home and more time on social media than before, there are a few ways you can make sure that your content still resonates with them, whether times are difficult or not.
- Be there for them – Communicate about the issues that are important to them right now, such as flexibility for payments during what is a challenging financial time for many.
- Support your community – Showcase local relief funds, non-profits, and other organizations that provide for people in need.
- Promote safety – Share safety and wellness tips from reliable sources, like the CDC.
- Be positive – Share stories about how your community or your employees are finding a silver lining during difficult times.
If you’re looking for a strategic marketing partner that will impact your business and position you to adapt to changing times, contact FARM today to discover what strides we can make with your multi-channel marketing strategy.