You know how important insurance leads are to your business. Luckily, marketing for insurance agencies isn’t any harder than marketing for other industries. Knowing what not to do is a major step in the right direction, so here are 10 mistakes to avoid.
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Using Too Much Technical Jargon
When people don’t know what you’re talking about, you lose them. Break concepts down into simple terms, and talk like a normal person.
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Forgetting to Mention Insurance Type
What you’re advertising is more important than how you advertise. Tell people exactly what you’re referring to, or you risk them walking away in search of someone who’s less confusing.
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Advertising in the Wrong Places
Are the elderly usually on social media sites? No. Do young parents spend a lot of time on AARP? No. Match your target audience to your advertising platform.
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Not Doing Your Research First
Know what people need, and you’ll earn customers. It’s as simple as that. Mine your existing customer data to find what sells well, who buys it, and when. Then put that information into action.
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Getting Your Seasons Wrong
Most people are inherently last-minute doers by nature. Let’s say you’re offering snow insurance to protect an outdoor events business. Well, you’ll likely see great results in October and November. April and May? Not so much. Get your seasons right.
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Failing to Track Stats
When you don’t track your statistics, you can’t analyze what’s working and what isn’t. Never forget to keep track of which impressions lead to clicks, which clicks become leads, and which leads convert to actual sales.
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Marketing to the Wrong Population
Get your demographics right! Marketing annuities to people just starting their professional careers, for instance, probably won’t see much ROI.
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Sending to the Wrong Page
When people do click your ad, don’t you want them to arrive at the right place? Yet so many insurance agents just have ads click through to a general homepage. Don’t make that mistake: send them right to the sales page, with a button telling them what to do next.
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Using a Non-Unified Theme
Your ads should always match your website, logo, colors and so on. When users click on an ad that sends them to a completely different-looking website, you usually lose them. Continuity is crucial, so don’t make that mistake.
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Not ASKING for an Action!
This might seem like an easy one, but it actually isn’t. If you want consumers to take an action – like signing up or buying a policy – you must specifically ask them to. In fact, click here to read about 5 marketing tips for new insurance agents.
Now that you know what not to do, you’ve got a much better chance of hitting your stride with online advertising. So go to it! What mistakes are you making? Check out our Southern Oak Marketing Portal to access free marketing material that you can use for your agency.
