Marketing automation is software that manages marketing processes and campaigns. In prior Broker Tool Belt posts, we’ve reviewed marketing automation software for agencies. In this week’s post, we are going to explore how to create an effective marketing automation strategy and share tips for implementing it successfully in your agency.

An Inside Look At Effective Marketing Automation Strategy

Effective marketing automation results from a solid, well-thought-out strategy. Here are some of the essential components of a marketing automation strategy:

  • Specific Goal And Metrics
    A strong marketing automation strategy has a specific goal and a clear set of metrics. It’s important to know exactly what you want marketing automation to accomplish and to have a way to measure your results. For example, your goal might be to bring in more qualified leads to increase your revenue. Possible metrics might include the percentage or dollar increase you hope to reach, the time it took to achieve the desired results, and whether your marketing campaign caused this increase.
  • Email Automation That Adds Value To The Overall Customer Experience
    An important part of marketing automation is email automation, which is used at various points in the buyer’s journey. A sequence of welcome emails is used after a lead shows interest in your agency by taking an action on your website. Email automation is also commonly used to send messages to customers during and after the purchasing process. To truly add value to your customers’ experience with your agency, you can send them reminders about open enrollment, or emails to educate them on the latest employee benefits offerings.
  • Engaging Content That Captures Your Audience’s Attention
    Engaging content that is tailored to your core audience is an integral part of your marketing automation strategy. 47% of customers engage with 3-5 pieces of content before contacting an agent or sales representative, so it’s essential to understand your customers’ interests and pain points to create content that resonates with them. In general, blog posts and articles are most effective during the awareness phase of the sales funnel, while visual content such as demos, webinars, and videos are more important in the decision phase.

How To Leverage Marketing Automation For Your Agency

There are a variety of marketing automation strategies you can use depending on where your leads are in the sales funnel. However, Q4 open enrollment is an ideal time to engage your existing customers using marketing automation. This could include sending a series of emails reminding your customers that the open enrollment period is underway and steps they should take to prepare. You can also send them special deals to encourage them to take action, such as voluntary benefits add-ons that complement the policies being offered to them.

In addition to using automation for email marketing, it can also be used to streamline your social media marketing. You can create your social media posts in advance and then schedule a date and time for them to go live. Automating your social media can save your agency valuable time, especially during the busy Q4 open enrollment period.

During open enrollment, it’s important to monitor your social media accounts to see if your followers have questions or concerns about the process. If so, you can use marketing automation to schedule social media posts with FAQs about open enrollment.

How Automation Can Help Your Agency Run More Efficiently

Marketing automation can also be used to run your agency more efficiently. Some of the main benefits include:

  • Helps With Lead Management
    As your agency grows and generates more leads, consider using marketing automation to manage those leads. Recent studies indicate that marketing automation can help agencies sell nearly 20% more policies per broker. This is linked to the fact that marketing automation gives agents more opportunities to communicate with leads and customers on a one-to-one basis, giving them a much more personalized experience. In addition, marketing automation software can help send your prospect more relevant and engaging marketing messages.
  • Boosts Your Productivity
    Marketing automation helps you to simplify routine marketing tasks and eliminates the need for employees to perform these tasks manually. For instance, your agency can set up internal alerts letting employees know whether or not groups have interacted with your materials. This can help your producers find out which groups they need to focus their attention on. Since they don’t need to search through scattered data to see who they need to reach out to, they have extra time to focus on more complex tasks. This can result in a significant increase in your agency’s productivity.
  • Increases Workflow Automation
    Marketing campaigns require a large number of materials and communications, including sign-up forms, lead pages, and CTAs. Marketing automation can organize all of these processes in one place, reducing the chance of human error and resulting in a more streamlined automation workflow.
  • Helps With Tracking Marketing Campaigns
    In order to determine whether a marketing campaign is effective, you need to track it closely and gather the necessary data. Marketing automation software can help you track your marketing expenses and monitor your agency’s responses to gauge campaign effectiveness.

Final Thoughts

Marketing automation can provide many benefits for insurance agencies at every phase of the sales process. If your agency is new to marketing automation, consider utilizing some automation tools. When implemented effectively, marketing automation can help your agency run efficiently, foster a better relationship with your customers, and increase your agency’s revenue over time.