You may have heard the term “marketing automation” and wondered what that really meant. It is one thing to talk about it as a concept, but if you were to implement an automated marketing system, what would it look like? What would be the components?
Marketing automation is a strategy that leverages technology to magnify your efforts. By implementing an automated marketing system, agents can more easily decrease costs, increase success.
Marketing Automation Components
Marketing automation is the use of technology to exponentially increase a service provider’s ability to attract prospects and convert them to clients. The most important components of an automated marketing system are its solutions for content, publishing, and lead gathering.
Content is the fuel that runs an automated marketing engine. By consistently delivering quality content and personalized communications, an agent demonstrates dependability, expertise, and concern. By using automated marketing technology, they are able to deliver that content consistently to a large audience. Marketing automation allows you to have 1:1 experiences at scale.
To get potential clients to trade their information for your content and then continue to engage with your agency afterward, you need to offer content that brings actual value to their lives. Value-driven content aims to teach more than to sell. It draws on your expertise and gives them the gift of your knowledge.
Marketing is tough. From posting on social media to publishing blog posts to sending email campaigns; when done manually, any marketing effort will eventually lose its consistency. It is just not feasible for most insurance agents to maintain a serious marketing effort. Marketing automation seamlessly orchestrates the distribution of your content through your social platforms, website’s blog, and email campaigns.
By establishing a consistent cadence in your email and blog publishing, you will give your content marketing effort a firm foundation from which to launch. Your audience will grow to rely on and appreciate the insights you deliver on a regular basis.
Even if you already have a strong roster of existing clients, generating qualified leads should be at the top of every agent’s to-do list. However, we know that might be easier said than done – especially for busy offices.
Opt-in forms, paired with value-rich content and clear calls to action (CTA) act as an incentive for prospects and clients to share information and give permission to receive more content. When a visitor to your website fills out a form for your newsletter, that is a trigger. Not only is the interested party added to the CRM as a prospect, but they can also be added to ongoing nurture campaigns to increase the chance that your agency will be top-of-mind when they need you most.
When it comes to your agency’s brand, you only have a few opportunities to make an impression. These moments of influence are referred to as “touch-points” and their combination equals an individual’s entire perception of your brand. Touch-points clearly and distinctly communicate your brand in the small amount of time your audience’s attention span will grant you.
Automated marketing helps manage your brand through consistent representation. Marketing automation gives you the ability to maintain your brand across multiple touchpoints. The more positive experiences a prospect or client associates with your brand, the more your relationship with them deepens.
Is Marketing Automation Right for Your Agency?
Marketing Automation is a way for your agency to be attracting clients 24/7 for a fraction of the effort you’ve spent on it so far. As a recent client explained: “It saves countless hours of staff time automating the claims process in a way that gives customers the attention and follow-up they deserve.”
Are you interested in learning how an automated marketing system could transform your business? Contact us today for a demonstration of our technology.