Mobile compatible marketing -ABC guide

Mobile compatible marketing – ‘going mobile’ or being ‘mobile compatible’ is one of the most current topics in digital marketing. Customers often ask us to factor this in to our solutions and it is for all the right reasons.

This simple ABC gives you an overview of the main considerations that affect moving your communications into mobile territory

A – relevance

You should use the analytical information available to you to decide just how important mobile compatible marketing is. Often when we look at analytics for our clients, the results aren’t what our customers expect. This isn’t solely specific to the use of mobile either. It is surprising how many organisations still don’t use analytics to evaluate their online and digital marketing investments. It’s a free service and helps you make informed decisions about developing your online and email strategies.
Keep your choices in perspective.

B – design

The whole point of mobile compatible marketing is useability. Responsive websites and email work on the principle that on a smaller screen (than a desktop) they look different. This may mean bigger and fewer buttons, larger images and simplified navigation.
The general rule of thumb for us is – the rule of thumb. If a user has to use any more than their thumb to navigate your media, it has failed. If, however you can successfully navigate your media with the use of a single thumb, the design is ticking the first part of the ‘designed for mobile’ criteria. There are other considerations too, including colour choices, font sizes.
The primary focus is the rule of thumb.

C – investment

Going mobile doesn’t need to cost a fortune and you are able to adapt existing collateral relatively easy. Brand new collateral is even easier to achieve the cross over with many templates and themes being responsive out of the box. These form a strong set of foundations to edit and tweak to make them suit your needs exactly.
In terms of budgeting, you will need to allow additional resource for design and programming but its not something you need to do all at once. If you follow the advice in A and B you’ll find that your budget will stretch and accommodate a number of mobile optimised solutions without causing any major upsets.

In conclusion, moving to mobile compatible marketing is as easy as it is effective.

If you need help taking your collateral to mobile readiness, there’s plenty of help at hand.

By Ryan Mullins

Email marketing for insurance brokers

Email marketing for insurance brokers should be part of the toolkit. Marketing automation using email, SMS and Social Media offers significant benefits.

Is the insurance premium the only reason you didn’t win that business?

How many times have you heard an insurance broker say this?

We’re struggling to win business. When we quote, the rate gets fed back to the holding insurers or brokers and they just match premiums. We can’t compete with some of the rock bottom insurance premiums quoted online.

I’ve heard statements like this repeated time after time by insurance brokers. Insurance is a market where outgoing communication isn’t executed particularly well. There are ways to improve this and using email to market insurance services is one of the ways to do it.

Buying Decisions

Price will always feature, but several other factors also influence buying decisions. Remembering this is the key to success in this tough, competitive market. If you need a bit of convincing then just take a look around……

Are you only seeing the cheapest cars on the road?

Do we only ever wear the cheapest clothes?

Do we buy houses because they are cheap or book the cheapest holidays?

Are people only take their cars to a back street garage for repairs because they are cheap?

The answer to these question is simple, NO!

Help Them With Their Decision

So, with email marketing for insurance brokers why are so many of us still trying to sell on price? Let’s consider what a company owner may think. what influences their buying decision, what must they consider:

Many are not really sure what they are buying and are TRUSTING the advice of a professional to guide them. They are buying a product that they hope they will not need but TRUST that if they do need it, it will work. A buying decision is as much based on trust as it is on price. So, how can you build that all important trust in the insurance sector?

REGULAR OUTGOING CONTACT – remind people who you are and what you do well

Share RELEVANT INSURANCE RELATED NEWS & INFORMATION that will help build your professional image

MAKE PEOPLE UNDERSTAND that you are a professional insurance brokerage they can trust

Email marketing insurance services

You should understand that a major part of your business is all about how you market yourself. Without marketing even the best products in the world would have no audience.

The key to successful marketing is building a virtual relationship with prospective clients. Give them confidence that they are buying a product from you based on more than price alone.

So your prospects have not heard from you in 12 months. What is going to make them want to talk to you over the competition?

One answer lies in making your insurance company and offerings stand out. You can achieve this using intelligent marketing automation. Makes your prospects WANT to engage with you.

Build a brand that represents trust. With trust, before you even try to sell a policy the price becomes a secondary consideration. It will have taken many years to become an insurance professional.

The learning curve for email marketing insurance services may not match your insurance experience. You’ve got three choices:

Employ a full time marketing person who will install marketing automation

Outsource

Do nothing

In Conclusion

The insurance sector and business generally changes all the time. don’t be the company that gets left behind without marketing automation!

Tell us how we can help you communicate better with marketing automation. We can build a profile for your business that your clients and prospects will find hard not to trust.

– Lorraine Mullins