Over 40 top insurance companies were represented during our recent webinar, “Awareness to Advocacy” where Heavy Lifters, Kevin Gilligan and Michele Smilek presented resources to help insurance marketers discover ways to engage new customers and reward loyal ones.
The Lift Factor surveyed its own constituency and from those results found topics that insurance marketers most want to hear about. As a result, this webinar focused on three important topics: personalized marketing, lead generation and marketing analytics.
The webinar also presented six “Lift Laws,” or succinct guidelines that can help marketers define important aspects of the awareness to advocacy process.
Lift Laws
- Get to know them
- There’s a story in the data
- Nurture engagement
- Measure in real time and adjust
- Build a pipeline to revenue
- Reward loyalty
Get to know them
Forrester Reasearch presented data that shows only 10 percent of consumers feel the direct mail they receive is actually relevant.
Who is your target market? What demographic do they represent? Knowing the answers to these questions can help marketers determine ways to personalize content so that marketers can increase conversion rates.
There’s a story in the data
Use special tools to get to know your target market. Move them towards a path of engagement through relevant content, surveys, questionnaires and marketing automation tools. Knowing specific information and driving these consumers to personalized messaging is a great way to find out what matters and let them know you’re listening.
Nurture engagement
Communicate differently with parts of your market that express interest in your brand. Use dashboards to provide additional resources to close the loop on communications.
Measure in real time and adjust
Engaged customers give info, so use marketing automation tools like Eloqua, Marketo and Hubspot to gather leads and make efficient use of your sales team.
Build a pipeline to revenue
Communicate the right information at the right time.
Reward loyalty
Advocates of your brand will recommend your products to others, so make them feel special by anticipating their needs. Give them first access to new products and above all – show them the love.