{"id":65439,"date":"2022-06-28T16:36:14","date_gmt":"2022-06-28T23:36:14","guid":{"rendered":"https:\/\/www.act.com\/how-to-boost-insurance-sales-with-marketing-automation\/"},"modified":"2023-09-06T11:27:07","modified_gmt":"2023-09-06T18:27:07","slug":"how-to-boost-insurance-sales-with-marketing-automation","status":"publish","type":"post","link":"https:\/\/products.act.com\/en-gb\/how-to-boost-insurance-sales-with-marketing-automation\/","title":{"rendered":"How to boost insurance sales with marketing automation"},"content":{"rendered":"

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As every insurance agency knows, gaining consumer trust is one of the biggest challenges in the insurance industry. In fact, <\/span>one study<\/span><\/a> found that only 20% of customers think that insurers are trustworthy and will do anything to avoid paying a claim. <\/span>Another study<\/span><\/a> found that, among U.S. consumers, 17% have no trust at all.\u00a0<\/span><\/p>\n

What\u2019s behind these low levels of confidence?<\/span><\/p>\n

The truth is, there\u2019s no single factor or even a quick fix to this complex perception problem. But it\u2019s clear that insurance businesses often struggle to humanise the customer experience. This is partly because policyholders don\u2019t experience the personal side of insurance until they need it, like after a fender bender, a hospital stay, or storm damage to their home.<\/span><\/p>\n

The question is, how can insurance agencies build strong customer relationships <\/span>before<\/span><\/i> bad things happen? How can you elevate confidence among prospects and policyholders, improve lead generation, and increase referrals at every stage of the sales cycle?<\/span><\/p>\n

It\u2019s all about building personalised customer relationships that focus on trust.<\/span><\/p>\n

Fortunately, the combination of digital marketing communication and marketing automation enables even small businesses to deliver personalised experiences and foster greater trust. Although many customer relationship management (CRM) platforms offer these capabilities, not everyone understands how to fully optimise them. Here are some highly effective insurance marketing strategies to consider.<\/span><\/p>\n

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How marketing automation drives insurance sales<\/span><\/h2>\n

To be honest, a lot of insurance companies tell the same story about their business. They highlight their experience, diverse product portfolio, customer service, corporate values, and more. So how can you get ahead of the pack to convert more prospects and upsell more customers?\u00a0<\/span><\/p>\n

Marketing automation can give you a big advantage. It not only empowers you to create and execute strategic campaigns that get results, but you can also accomplish much more with fewer resources. Here\u2019s how:\u00a0<\/span><\/b><\/p>\n

1. Capture more qualified leads.<\/b><\/h3>\n

It\u2019s harder than ever to capture leads, especially since potential customers can easily shop around and compare insurance rates online. The good news is, marketing automation software can make it easier to attract potential leads through social media marketing, website inquiries, Google Ads, and other online traffic.\u00a0<\/span><\/p>\n

The right CRM can automatically qualify those leads and flush out bots and other low-value traffic. By weeding out the chaff, your CRM can save time and improve results by delivering only the most qualified leads to your insurance agents.\u00a0<\/span><\/b><\/p>\n

2. Use metrics to measure campaign results.<\/b><\/h3>\n

Digital campaigns are a great way to execute a content marketing strategy that promotes specific products to your target audiences. Perhaps you want to attract new customers, diversify your customer base, or generate more revenue through upsell and cross-sell campaigns. You can continually measure responses at every step of the campaign to see how users are engaging with your content, and modify your online marketing messages to improve your results.\u00a0<\/span><\/p>\n

For instance, you may want to know how many people opened your email, clicked through to your website, viewed a landing page, or downloaded a market report. Campaigns are an effective way to achieve your marketing goals. The right CRM allows you to create customisable templates that are easy to modify. You can also track SEO keywords, quickly build branded landing pages, and conduct A\/B testing<\/a> to refine subject lines and other email content. Best of all, you get instant feedback so you can adjust your marketing efforts on the fly.<\/span><\/b><\/p>\n

3. Get more out of email marketing campaigns.<\/b><\/h3>\n

You might be tempted to abandon email marketing in favour of social media, but email is far more important than you might think. Consider that:<\/span><\/p>\n