Do you remember learning the alphabet when you were younger? The letters were new and different and at times you were confused by what you were learning. However, once you figured it all out, you could start putting the alphabet to use.
Insurance Brand Growth
Imagine this scenario: You go out for dinner and after chowing down on a juicy steak and buttery baked potato you just don’t feel satisfied. You’re feeling like you need a little more. You swipe up the dessert menu and browse for the perfect sweet treat. Finally, you land on something. The varieties are endless, and each dessert differs in one-way or the other. After devouring your chosen delicious treat, you finally feel full and completely satisfied.
Bottom line—What do you hope to achieve through marketing? Are you looking for a quick profit boost by the end of the quarter? If so, then go ahead and pour money into another non-strategic ad campaign. You know the campaign: “We sell the best products for less!” Just remember, you’ll be doing the same thing next quarter, and the one after that, because short-term, fast-tracked marketing tactics are just temporary fixes that devour budgets without any long-term return.
In the words of a gimmicky infomercial guy: “There's got to be a better way!”
What if marketing was less about short-term jumps in revenue and more about communicating what makes you truly unique—your Claim of Distinction? While one-off campaigns may do little for Insurance Brand value, a consistent Brand experience serves to build this value. Customers will happily recommend your product or service to their friends and family because you’ve established and built trust with them.
Whether you're talking physics or marketing, changing direction takes a lot more effort than staying on course. For Insurance Brands, developing a Claim of Distinction and an effective strategy to communicate it requires a lot of time and attention. But if you forego the next phase in this process, all of that effort could be for nothing. Your Brand strategy is that important.
If you have been following our Insurance Brand Development series so far, you may have started to think about what your Brand stands for and what sets it apart. Now, it's time to look outward. After all, if a Brand is built and nobody hears it, does it make a sound?
Part 1 of our Insurance Brand Development series was quite a paradigm shift for many of you; after all, we flipped the typical Brand building process on its head.
If we were successful, you've spent some serious time considering how you can build your Insurance Brand from the inside-out, starting with “why” (the reason you wake up in the morning and do the work you do), instead of starting with “what” (your product or service).
We have a confession, however: we didn’t tell you everything.
While it is fundamental to start with why, it's only that — a start. To get any mileage from this new perspective, you must take action to identify what it is that sets you apart — your Claim of Distinction — which is where we pick up here.
Calls-to-action have the power to grab consumers’ attention and direct them to take action. They make it easier to survive in the digital world, where every organization is fighting for that attention.
A call-to-action (CTA) is an image or text that prompts visitors to take action, like subscribing to a newsletter, viewing a webinar or requesting a policy quote. CTAs should direct visitors to a landing page, where you can collect their contact information in exchange for your offer. CTAs push visitors through your funnel and create awareness for your Insurance Brand and your inbound marketing campaign.
“Customers don't buy your product, they buy your Brand.”
It's a phrase as old as marketing, but it becomes more relevant every day. Gone are the days of operating business behind a front of slick images and catchy tunes. In today's transparent, social world your Insurance Brand is your product.
In light of this, we're kicking off the Insurance Brand Development series by starting with a deceptively simple question: what is your “Brand”?
Streamlining is a great way to organize and clean up your insurance marketing strategies. Analyzing data and deciding what marketing tools to keep or pitch will add to the overall success of your Insurance Brand by allowing you to determine what is working well for your Brand. It will also allow you to pinpoint marketing strategies that may not be performing like they should—and that’s okay. Cutting the tools that are not benefiting your Brand is the key to streamlining your marketing.
But how do you begin? How do you analyze the results you receive? When does the process stop…or does it? Here are our top five streamline marketing tips to help you get started:
We live in an information heavy world. Throughout our day, we are constantly bombarded by different promotional messages, making it difficult to distinguish one from another. Your Insurance Brand’s key to breaking through this noise is to discover your distinction and continually communicate it to consumers. But, your distinction is something you must know before your customers ever will.