How 3 Insurance Companies Leveraged Marketing Automation
There are people out there on a quest to find your insurance products and services, and once you capture their attention, you don’t want to lose it. So how can you win attention and trust, then turn that into revenue? That’s a great question and one that many insurance companies are asking.
One of the most important ways to grab attention and keep it is to personalize your messaging and your offers. Seventy-seven percent of insurance customers report they were influenced to purchase insurance based on personalized promotions. That’s more than 3 out of 4 people.
So, how exactly do you go about personalizing marketing on a mass scale? That’s an easy one to answer – it’s marketing automation. This article gives you three real-life examples of how insurance companies leverage marketing automation to capture more interest, convert leads and grow business long term.
Benefits of Marketing Automation for Insurance Firms
As an insurance marketer, you likely segment customers into groups. And this is a good strategy, it helps you to deliver more relevant content to people. But your customers don’t want to feel like they’re one of many, they want to feel like an individual. Talking to a customer in a way that makes her feel known is a matter of segmentation and personalization. Doing so at scale is a matter of having the right data, strategy and tools.
Using a marketing automation tool makes it much easier to talk to people about what they want in a way that feels more personal. A few benefits include:
Delivering the Right Content at the Right Time
Marketing automation allows you to segment your audiences by creating content triggers, and personalized nurturing campaigns. Connect with your audience at the right time with the right offer, and sometimes before they even realize they have a new need.
Boost Cross-Sell Business and Retain Customers
You already know that retaining existing customers is far cheaper than acquiring new ones. But here’s something else to consider: current customers spend on average 67% more than those new to your business. Automation helps you to cross-sell existing customers based on the products and services they most likely need because you can access the right insights at the right moment.
Let Your Prospects Convert Themselves
Research from PricewaterhouseCoopers found that 71% of people surveyed report they do some kind of digital research before buying insurance. Insurance industry marketing automation helps you to view prospect behavior in real-time, allowing you to provide relevant content and build trust.
Help Your Insurance Marketing Team Do More With Less
There’s one more important benefit to consider – marketing efficiency. If you have a large department and many resources, you still need ways to create more efficiency in processes. If you have a smaller marketing department, your team might be downright overloaded. Marketing automation helps to get rid of time-consuming manual tasks so that your team can make a bigger impact.
Marketing Automation Provides the Structure for Your Best Insurance Marketing Results
You’re trying to reach customers at a time when the digital noise has never been louder. If you hope to capture their attention, you need them to feel excited every time they see your emails and open your content. And this can only happen when every experience feels personal.
Of course, you can’t personally understand every customer at every moment, which is why you need insurance marketing automation to help you use data, implement segmented programs, and scale. Marketing automation delivers the right content to people along their buyer journey and gives you the insights required to continue to improve. Do this well, and you can retain more customers, cross-sell more products and improve prospect conversion rates.
To read the full blog, visit out partner Act-On’s blog, here.
Ready to find out how marketing automation can help your organization tackle common industry challenges? Contact Us today.