Marketing campaigns promote your brand and build awareness in your target market, which is especially crucial for insurance agencies, given how infrequently people switch services. It’s crucial to keep your insurance company top-of-mind because the more frequently your target market sees your brand, the more likely your prospects will remember you when considering insurance providers. You want to increase visibility so customers can remember you, and to remind your current customers of the great service you provide.
If you focus on just one advertising platform, you will miss consumers spending time on other platforms. People who watch streaming media online may not have a cable package, while those who prefer traditional television may spend much less time on online channels. Building your presence on both platform types helps you reach more of your target market and build better brand recognition with more frequent cross-channel interactions.
Here we’ll take an in-depth look at why insurance agencies need to focus on both TV and digital advertising.
Integrating TV and Digital Marketing
Agencies that are either trying to build brand awareness or increase sales will both benefit from an integrated marketing plan. Integrated marketing plans:
- Combine customer-facing advertisements with interactive experiences
- Use multiple different channels and types of ads to reach target markets
- Coordinate efforts on other channels to achieve a specific goal
By integrating TV and digital marketing into a single strategy, you can increase your marketing reach without leaving potential customers on the table. It also increases the ease of communication, since digital ads are fantastic at encouraging customers to visit your site.
Even better, an integrated plan lets you create ads for each stage of the sales funnel. That way, you can reach people who aren’t aware of your insurance agency or provide information to those who are in the midst of deciding whether to sign up with you. By diversifying your content, you avoid sending repetitive messages to audiences or ads that don't match their current stage, even as they switch from platform to platform.
Reaches Customers Where They Are
Different consumers have their preferred entertainment platforms, and it’s essential for your agency to reach them where they’ll see your ads and be ready to take action. Adopting an integrated marketing plan that coordinates marketing campaigns across digital platforms, traditional television, and online streaming services increases the probability your ads will reach your audience. You can build awareness for your agency on TV so that when prospects see your ads online, they’ll be more likely to click onto your website.
Over time, you can even see which platform's promotions drive the most engagement for different insurance products so that you can refine your strategies over time. Integrated campaigns can also go beyond entertainment platforms. You can create omnichannel strategies that incorporate paid search ads, email marketing, and more. The more platforms you advertise on, the more likely you will engage with your leads where they're currently focused. For example, someone on their laptop watching TV in the background will likely be reading their email than the commercial further away.
Increases Access to Information
Outreach campaigns, like those on TV, increase your brand awareness and give audiences the information to move forward. A multi-pronged strategy significantly increases your target market's exposure to that information and helps to reach your target market where they are at a given time. You can time radio ads during a morning commute, digital ads throughout the day (especially on mobile platforms), and television ads in the early evening. You can take this further by creating a well-designed website to make sure your information is always available on one platform or another for consumers who casually search for it. That way, you develop an "Always On" strategy where consumers can find relevant content from you easily, at any point of the day whenever they need to get insurance.
With constant reminders of your brand in multiple different places and with slightly different messages, you make it easy for customers to engage with you without creating ad fatigue. When your ads have other calls to action based on the media they're on, like requesting a quote, signing up for more information, or even just clicking through to visit your site, you make your services more approachable and convenient.
Keep Your Brands Top of Mind
Advertising on multiple platforms doesn't just increase exposure to your ads. It also creates new contexts for your brand because your audience sees the ads when they're in different states of mind. You can keep your brand top of mind and increase your audience's likelihood of thinking of your brand. This approach is especially crucial when you're creating brand recognition at the start of the sales funnel.
Investing in brand recognition means your audience is more likely to independently think of your services as a solution once they start shopping for insurance (even if they weren't shopping for insurance at the start of your marketing campaign).
Build a Multi-Pronged Insurance Agency Promotion Strategy
A good insurance agency promotion strategy goes to where viewers are. When you develop a cross-channel presence, you can reach more consumers and build healthier engagement with your brand. Make your strategy even more successful by working a media company into your plans.