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Old 22nd June 2015, 12:39 PM   #1
ansleyelizabeth
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Join Date: Jun 2015
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Question Marketing For Local Insurance & Financial Company- Need Help

Hello,
I am a Marketing Manager for an Insurance & Financial Services company. Our office is local to Raleigh, and 90% of our customers are from NC although we do have some in other states. I used to do marketing for a small animal hospital but this is a much different industry and I need help. Our typical customer is 34-54 years old, white collar. We insure business, personal, life, health, retirement planning, etc. My budget is on an ask if needed basis so I have to have something planned before getting money to do advertising.

I NEED IDEAS!!

What I have done so far:
Redid insurance website (google analytics installed)
Made financial services website
Facelift on Facebook, boost page 2x a month, post 5x a week
Linked in & had employees connect, post 1x a week
Pinterest- create & add content 2x a month
Youtube- create animated video on insurance topics 1x a month
Blog- add article, photo, video, etc 2x a week
Pandora- purchased a set of 58,000 ads set to start in September (targeted)
I send out email campaigns to current clients only
listed on local listings, stumbleupon, responding to helpareporterout queries.
working on getting more reviews posted (have 5* rating on Google, Yelp)


anything at all would be much appreciated as I am on contract and need work to keep my job and I have run out of ideas. I have only been in marketing for 3 years and it is not my degree area I just fell into it.
Thank you!!
Ansley

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Old 6th July 2015, 09:59 AM   #2
problem solver
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Have you considered direct mail? Direct mail marketing is a tried and true technique practiced by businesses and organizations of all sizes, from small start-ups to the Fortune 500. A solid direct mail campaign can give a great return on investment by showing how many potential customers respond to a clear call to action. Other forms of advertising tend to focus less on calls to action, instead attempting to create an emotional awareness of the brand being advertised. Few forms of marketing are able to continually prove their impact on an organizations bottom line as well as direct mail. Insurance direct mail is more effective now than ever before. Send me a private message and I can give you some more specific advice.

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Old 6th July 2015, 03:38 PM   #3
FireUps
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i did not hear anything about a competitive analysis'

Who is your competition?

what are they doing?

When you search for your products who shows up in the paid and who is in the organic?

What are they saying.. evaluate the businesses and build a matrix in excel on them.

This will show you the competitive landscape.Now add your business to the the matrix.. You should see your strengths and weaknesses.

This is where you start to define your competitive advantages.

I would test the message and measure the response before developing your media buy schedule and links...

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Last edited by FireUps; 6th July 2015 at 03:41 PM. Reason: spelling
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Old 24th July 2015, 07:14 PM   #4
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Arrow Here's what I'd be doing…

After creating the kind of competitive analysis suggested above, do an analysis of the search terms used for each product/service category in the business.

You can use a service like https://kwfinder.com to find long-tail keywords for your target audience in your prime market areas.

Next, create a one-page website for each product category, then register relevant — and intelligent — domain names and create sub-domains targeting those keywords (example: funeralinsurance.innorthcarolina.com/southeastraleigh/) then clone each of those one-page sites for each locality using a system like Tony Earp's Local Lead Magnet (mobile responsive WordPress theme and plugin which uses shortcodes brilliantly to clone hundreds of automatically SEO-optimized sites in minutes).

This will help you to dominate search results and enquiries, quickly and easily, at minimal cost.

And if this isn't in time to save your job, Ansley, I'd do it anyway, for myself, and for several vertical niches, then sell the leads to the highest payers! (Heck, it's what I do anyway.)

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NEW to FORUM Marketing? Get useful FREE advice at
https://www.facebook.com/groups/Foru...gForBeginners/

Last edited by MarketingDoctor; 24th July 2015 at 07:35 PM.
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Old 25th July 2015, 02:43 AM   #5
Kumar Palani
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Quote:
Originally Posted by ansleyelizabeth View Post
Hello,
I am a Marketing Manager for an Insurance & Financial Services company. Our office is local to Raleigh, and 90% of our customers are from NC although we do have some in other states. I used to do marketing for a small animal hospital but this is a much different industry and I need help. Our typical customer is 34-54 years old, white collar. We insure business, personal, life, health, retirement planning, etc. My budget is on an ask if needed basis so I have to have something planned before getting money to do advertising.

I NEED IDEAS!!

What I have done so far:
Redid insurance website (google analytics installed)
Made financial services website
Facelift on Facebook, boost page 2x a month, post 5x a week
Linked in & had employees connect, post 1x a week
Pinterest- create & add content 2x a month
Youtube- create animated video on insurance topics 1x a month
Blog- add article, photo, video, etc 2x a week
Pandora- purchased a set of 58,000 ads set to start in September (targeted)
I send out email campaigns to current clients only
listed on local listings, stumbleupon, responding to helpareporterout queries.
working on getting more reviews posted (have 5* rating on Google, Yelp)


anything at all would be much appreciated as I am on contract and need work to keep my job and I have run out of ideas. I have only been in marketing for 3 years and it is not my degree area I just fell into it.
Thank you!!
Ansley
Cool my friend, to be frank your online marketing strategies are all that cool and your company should be proud of you. However marketing is not limited to online, try other direct and real life marketing strategies. I can recommend conducting small events and so on, to make a local appeal, these things will surely work.

Try to organize a free event on "Financial management or Retirement planning advice" and kind of stuff, white collar people always look for such stuffs. Besides you should target Women, and not men, most of us (men) rarely feel concerned about future.

Have tie-ups with local newspapers, and issue pamphlets along with news papers. (I am not sure how it works in US, but it works here)

In short always got by the route where you can encourage your potential audience to listen, and follow you. Marketing should be your last step, creating a pool of audience, followers, building a brand around your business and so on should be your first priority.

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Hiring a social media marketing company will help boost your business reputation and brand value.
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Old 25th July 2015, 05:18 PM   #6
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Default !

Quote:
Originally Posted by Kumar Palani View Post
Marketing should be your last step, creating a pool of audience, followers, building a brand around your business and so on should be your first priority.
Yes, marketing should be your first priority, but it should also be your first step, not your last.

The late Peter Drucker asserted that, because of its very nature, business has two functions — and only two:
  1. Marketing
  2. Innovation

He added "Marketing and innovation make money. Everything else is a cost."

Needs define markets.

The role of the marketer is to identify unmet needs and find or create ways to satisfy them, profitably.

The role of the seller is to get people to want what they need, for the simple reason that, no matter how much they need what you offer, until they want it they won't buy it!

So your first step is to identify those unmet needs that are met by your products/services, then identify the people who need those solutions. Now you have a clearly defined audience and target market for your sales messages.

__________________
John Counsel, Marketing Doctor at The Profit Clinic
NEW to FORUM Marketing? Get useful FREE advice at
https://www.facebook.com/groups/Foru...gForBeginners/
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