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2014 Insurance Marketing Update:

5 must-know tips to boost ROI now

In 2014, success hinges on finding and forging the right relationships—with your audience, your marketing agency, and your marketing mix.

To compete in today’s saturated market and reduce your cost per policy, consider these suggestions from one of the nation’s top relationship builders with 20+ years of insurance industry experience—Anderson Direct & Digital.

1. Understand the Google Effect

Over 75% of all insurance customers search online before buying;1 and 46% of all consumers conduct their research exclusively from their mobile device.2 70% of the time they click on organic, not paid, results.3 So be sure to know the SEO ground rules for getting better search results.

(Psst! It’s no longer just about keywords, but overall website relevance.)

2. Target by Lifestage

Young Immortals. Movers & Shakers. Empty Nesters. We all pass through different stages in life, with varying needs and wants along the way.

Whether or not you use one of the several excellent profiling solutions available, maximize persistency and boost cross-selling by determining your segments, then positioning products and unique selling propositions (USPs) around them. Highly targeted marketing campaigns are next.

3. Test Endlessly—and Methodically

Nothing ventured, nothing gained. Strive for an incremental lift in issue range and a decrease in cost per policy through a disciplined, statistically valid testing program that weighs different lists, creative, offers, formats, intervals and more.

Equally important, make sure you create a strict reporting structure to learn from the results and identify policyholders most likely to respond to cross-sell offers.

For more tips, see next page >>

Today, 89 percent of consumers turn to search engines to find information on products, services or businesses.

Strive for an incremental lift in issue range and a decrease in cost per policy through a disciplined, statistically valid testing program.

1The Zero Moment of Truth Finance Study, Insurance Google/Shopper Sciences, April 20112The 2013 Mobile Path-to-Purchase Study conducted by Telemetrics and xAd.3Marketing Sherpa, February 2007

2014 Insurance Marketing Update: 5 must-know tips to boost ROI now ©2014 Anderson Direct & Digital

4. Channel Your Energy

Leaps in technology and changes in consumer behavior have spawned a megaton of data points that can show how all your marketing channels interact to drive policy consideration and purchases.

Is your attribution model still based on last contact? If so, it’s time to change.

In today’s connected world, every communication is a direct communication. Full channel attribution is feasible and essential. And 10_30% bumps in marketing performance are possible for those that know how to use Analytics 2.0 to their advantage.4

5. Know Thy Competition

Few insurance companies have the market cornered on anything anymore. So, you must differentiate to survive. And a full competitive analysis is a great place to start.

By thoroughly reviewing what your competition is doing across all channels—web, social, direct, and so on—you have a better chance of finding the most lucrative audience and niche for your company. Consider capping this study with a formal SWOT analysis outlining your strengths, weaknesses, opportunities and threats.

In our mega-connected world, every communication is a direct communication.

You must differentiate to survive!

By thoroughly reviewing what your competition is doing across all channels, you have a better chance of finding the most lucrative audience and niche for your company.

Are you in the right relationship?

Let’s start a profitable one.

Contact me at (805) 493-0174 or shopkins@andersondd.com

Scott Hopkins Executive Vice President

4Nichols, Wes; Advertising Analytics 2.0, Harvard Business Review. March 2013.

2014 Insurance Marketing Update: 5 must-know tips to boost ROI now ©2014 Anderson Direct & Digital