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4 WAYS TO EFFECTIVELY ENGAGE YOUR AUDIENCE
FOR INSURANCE PROFESSIONALS
There is more to multi-channel marketing than just sending emails.
Your customers are bombarded with choices. So, how do you cut through the noise, present your brokerage in its best light, and offer your range of services at precisely the right stage in a prospect’s journey? To create additional opportunities, you need to focus on sending the right message, at the right time, through the right communication channel. Why does a multi-channel approach work? With our platform, everything is under one roof for brokers, making it the ultimate nurture-marketing platform for insurance professionals who are serious about creating meaningful and profitable relationships. The best part… We’ll provide you with the information, campaigns and insights you need to scale your marketing strategy quickly.
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1 Let the customer do the hard work for you. It’s a waste of your time and resources to send the wrong campaign to the wrong person. But how do you effectively target each individual customer? To service each client correctly, you need to know what they want from you.
With BriefYourMarket.com, you can do this in two ways: Use our preference centre Let your customers choose what information they want from you by updating their preferences. This way, you’ll only ever send them information that is relevant to their needs. It’s a proven way of influencing conversions, getting better click-through rates, and improving sales. Monitor your engagement View interaction reports and see who is interacting with your communications. If someone has opened an email from you entitled: ‘Our guide to Commercial Vehicle Insurance’, more than two or three times, it’s likely that arranging cover for their fleet is on their radar. Once you have this insight, you can then target them with niche follow-up content to influence their decision making. Page 2
2 Understand your audience. Segmentation is nothing new, but – in order to continually provide content that resonates with your audience – it’s worth thinking about your customer profiles and how you can segment these to target them more appropriately. How could you use multi-channel marketing to influence your audience?
Disinterested
These prospects need persuasion to use your services. They are not in your CRM software, so you’re looking for ways to capture their interest and start a relationship. Key focus: Raising your brand awareness and conveying your value proposition. Multi-channel campaign idea: Canvass a postcode area with stunning canvassing cards. Proactively search for potential leads and capture their data to build your pipeline of prospects. Drive them to key areas of your website or sign-up forms for your BriefYourMarket.com newsletter.
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Detached
These are your previous customers. They are in your CRM and you’ve had a transaction with them in the past. Key focus: Developing personal relationships to increase repeat transactions.
Multi-channel campaign idea: Once you’ve had a transaction with a previous customer, it’s important that you remain in touch with them to develop your relationship. A simple way of doing this is to ask them how they’re doing, for example, have they recently experienced a change in lifestyle or financial circumstances? Sending a profiling questionnaire using our survey tool is a great way of getting access to this information. To really make it resonate, consider making it a personal message from a member of your team. Also, if you have any local connections, why not offer them a token gesture, such as a free coffee at your local independent coffee house? Gestures like these show that you support local businesses and incentivise your past clients to do business with you in the future and generate more referrals.
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Delighted
These are customers that are delighted with your service. Key focus: Capitalise on the moment.
Multi-channel campaign idea: Whatever the reason for their delight in your service, you should try and engage with this customer as much as you can to make the most of that positive experience. For a start, send out a message asking them to leave you a review on your website or review site profiles. Add an incentive for maximum impact, like a prize draw for shopping vouchers. Once you’ve got the feedback, use it to your advantage and promote the good news in your email communications.
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Devoted
These are your established customers. They are currently in a transaction with you, so you need to keep them happy.
Key focus: Continually reward their loyalty. Multi-channel campaign idea: Consider providing regular updates to nurture them on their journey and offering additional value-adding customer information that stirs their interest.
Disappointed
These customers can have a negative impact on your business, if you don’t handle their issues in a timely manner. Key focus: Alleviate problems and manage reviews.
Multi-channel campaign idea: If you know that a customer is disappointed with your service, the quickest way to deal with the issue is to try and speak to them on the phone. However, sending a survey that captures their frustrations could also help to stop them from posting negative reviews about your business on external sites. By giving them a way to vent their frustrations in a way you can manage, you’ll also gain vital insight into what went wrong so you can improve on that in the future. Page 6
Dormant
These customers open your email communications on a regular basis but aren’t clicking on your call-to-actions.
Key focus: Send highly-targeted communications to influence their decision making.
Multi-channel campaign idea: Consider sending personalised communications with personal offers. If they are a lucrative prospect, you might even consider sending personalised direct mail cards. At just 58p per send, the return would certainly outweigh the initial cost.
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3 Don’t be afraid to do things differently. Have you considered using the power of SMS to help you prospect more effectively? SMS offers you a valuable way of getting in-front of your audience instantly.
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Don’t let an engaged customer walk away. Finally, if someone has used your service or expressed an interest in your business, you’ve done most of the hard work already. These customers know who you are. So, now it’s your job to build on that and make sure that you stay at the forefront of their minds. If you would like to discuss the contents of this guide with a member of the BriefYourMarket.com team, please call us on 0344 800 84 24.
Or for more information on each of these customer profiles, check out our blog ‘Who are your insurance customers?’ for insurance professionals.
Read the blog
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