Insights From Our Experts
As your insurance company evaluates this year’s goals, you want to ensure your marketing department is aligned and headed in the same direction. Here are 4 questions that you can ask your marketing team to make sure they’re on the same page with the rest of the organization.
- What are the marketing objectives?
To be a prospering insurance company you must define your overarching goals and your marketing efforts must align with them. Do you want to increase the volume of current production? Do you want to expand to include new audiences? No matter what the goals are, make sure your marketing department’s objectives support the organization’s goals.
- Who are you targeting?
Much like understanding what your objectives are, your marketing team also needs to know who to target–specifically. If you’re a brokerage, your strategy and messaging is going to look a lot different than if you’re a wholesaler or an agency. You and your marketing department must be in strong agreement on who your target customer is, and “everyone” isn’t an acceptable target. Your target must be specific, for example, middle-aged moms in upper-middle-class, double-income families, or thirty-something, single, professional males who are homeowners Those descriptions give you an idea of how to target your marketing and communication.
- How are we creating content that attracts customers?
To be effective, content creation must be intentional. Your marketing team shouldn’t spend time on content that doesn’t speak to the target audience or won’t reach them. How your marketing team creates content is just as important as who it is sent to. What kinds of social media platforms do your specific targets use, what interests do they have, and what kinds of questions do they have about insurance?
- What are your customer retention strategies?
While marketing is responsible for the strategy to bring in new customers, it is also responsible for the strategy that keeps current customers returning. Mad Men’s Don Draper once said, “The day you sign a client is the day you start losing them.” This rule is especially true in the relational nature of the insurance industry. Make sure your marketing team has an effective client retention plan.
Ask your marketing department these questions if you want to determine how well your organization is aligned. The answers may indicate how well your company will perform in the future.
