How to Combine Your Marketing Efforts into ONE Unique Strategy
Dictionary.com defines synergy as “the interaction of elements that when combined produce a total effect that’s greater than the sum of the individual contributions.”
Today, we’re going to talk about how to leverage every dime you spend on marketing and create as much synergy between your different marketing efforts as possible.
Are Your Marketing Efforts Disjointed?
Digital marketing is an important part of the budget, but it’s only part of it.
If you get to the point where you’re doing multiple types of marketing efforts, like seminars, direct mail, or email marketing, digital needs to support that strategy — instead of having one strategy that’s disjointed from all the others.
What do we mean by disjointed? We see many agents who work with one company for direct mail while buying their aged leads somewhere else, and they use a (different) Facebook lead vendor at the same time. These are all good action plans, but they can bring much more value when they’re synergized.
We work with a lot of clients now where we’re really trying to bring it all together.
Current Client Case Study
We spoke with a P&C agent who was already working with us for their Facebook lead development and automations. They had worked with a web developer that wasn’t specialized in insurance, and they weren’t getting what they had expected from the website. So, we ended up taking over that project.
Web Developers vs. Marketers
Web developers aren’t necessarily marketers. We’ve seen a real difference between the two. Secure Agent Marketing is a “marketer” that can develop an excellent marketing funnel through a website. This is all so important in 2021!
We build insurance websites that are made for users to flow into specific funnels — so we can maintain ad spends to drive them through the funnels — as opposed to just a well-designed website that looks nice. We combine the design aspect with the marketing capabilities, which is something a web developer is not as skilled at.
The Game Plan
For this client, we mapped out a plan.
- Create a 25-page website explaining what they do. Ideally, we’d put a video on every foundational page that also lives on YouTube.
- Once that’s done, create four pieces of content per month, relevant to the keywords being searched in that market and based on a blog topic that the client wants to cover. For example, the title might be What to do if your teenage driver gets in a wreck.
- With two of those four posts, we’ll also create custom videos with a script relevant to the written part of the blog. The video will be effective for communicating the point and visualizing the script.
- Then, we’ll upload the videos to YouTube and make sure each one is embedded in the supplemental piece of content. Google will love this.
- Once a month, we’ll take the best of the two videos and put together an email strategy for all the individuals in the database to stay in front of the customer.
So again, the content marketing strategy for one month is:
- 4 pieces of content
- 2 videos
- 1 email
Then, once we have that base figured out, we can create smaller pieces of social media marketing to promote the content, telling them to go to the site and get involved with their brand even further.
So with that one particular strategy, you’ve got web development, content marketing, video production, email marketing, digital marketing, and social media all covered. This is an example of connecting all the pieces together.
How to Get More Value with Your Direct Mail Drop
It’s still viable for insurance agents to do direct mail drops for the direct response lead development. However, we’ve mentioned before that you should put a URL on the direct mail pieces, saying something like For more information, go to www.secureagentmarketing.com. It doesn’t cost you extra money to do this!
They will likely go look you up online, which gives them an opportunity to convert by filling out a lead form or calling the number listed — either on the landing page or through your website.
This is another way to synergize your marketing efforts. As an example:
- Look at your overall yearly budget.
- List your plans for direct mail and digital marketing.
- Synergize those products as best you can to check all the boxes.
- Take the other things you’re doing (seminar, direct mail, traditional media, etc.) and put a digital spin on it by including a URL or a piece of your website.
Over time, you’ll be able to promote your next webinar on your site AND get more registrations than what you get just from a direct mail response.
As we become more savvy, it’s incredibly important for us to focus on connecting all the pieces together with your particular budget in 2021. Someone needs to be doing this for you. Other industries are already doing it and it’s time for the insurance sector to apply it!
To recap, view this quick list of do’s and don’ts:
Try more than one thing to reach people. Create a digital AND a direct mail funnel.
Put all your eggs in one basket.
Look at the cost per lead for both and see what’s working. Implement accordingly.
Throw an item at the wall just to see if it sticks.
Learn that it’s all connected. Try to synergize everything.
Keep your marketing efforts in their own separate ecosystems.
Find a marketer who can put the pieces together with your budget — adding extra value to what you’re spending!
Only say things like: “I need to find a new lead source.”
What a Good Marketer Does
Essentially, a good marketer will take your overall marketing strategy and make sure that everything is connected and integrated as much as possible.
If you haven’t found a marketer yet that’s helping you extrapolate this, you should do it yourself.
If you don’t have the time or capability to do this on your own, we’d love to help. Call (833) 402-4368 to start a digital marketing project with us.