Implementing a marketing plan that delivers results is essential for continued growth. When it comes to creating marketing strategies, insurance businesses often face a crucial decision: should they prioritize activity focused marketing, or adopt an impact focused marketing strategy?
Both approaches provide value, but in an era where we are bombarded with content, a shift toward impact-focused marketing can be a game-changer. Let’s take a look at the differences.
Activity focused marketing
Activity focused marketing is a more traditional approach, focusing on quantity over quality. It’s characterized by a constant output of marketing activities— social media posts, email campaigns and blog articles. The primary focus is on output volume and getting your brand in front of as many prospects as possible. The success of activity focused marketing is often measured by the quantity of activities.
Impact focused marketing
Alternately, impact focused marketing changes the focus to quality over quantity. To create marketing activities that resonate deeply with your target audience, careful planning, research, and analysis are required. The goal is to provide your customers with valuable messages and content.
Impact-focused marketing does not focus on the number of activities, but on the tangible outcomes achieved. Sales can be increased, brand reputation can be improved, customer engagement can be enhanced, and customer retention rates can increase.
Benefits of impact focused marketing
1. Measurable results
A clear and measurable result can be achieved with impact focused marketing. Tracking the performance of your campaigns and making data-driven decisions allows for real-time adjustments to optimize your campaigns.
2. Competitive advantage
Standing out in a crowded marketplace requires delivering value consistently to your customers. By providing superior customer experiences, you can build a strong competitive advantage.
3. Customer-centric approach
When you prioritize your target audience’s needs and preferences, you are able to better understand your customers. With this insight, you can create content that resonates with them – fostering stronger relationships and loyalty.
In the age of information overload, an impact focused marketing plan is essential to the success of your insurance business. By focusing on quality over quantity, better understanding your audience, and looking at measurable results, you can implement a marketing strategy that will generate sustainable growth and success for your insurance business. Make the transition from focusing on increased activity to meaningful impact, and your marketing efforts will deliver the results you need.
Need help with your marketing strategy? We can help. Email Kristen Nevins at firstname.lastname@example.org or call 707-410-7254 to learn more about tailoring a video strategy for your insurance business.
Kristen Nevins, CDMP, has over a decade of experience in marketing and communications. She joined Direct Connection in early 2018 and leads the team with her extensive digital marketing expertise. You can follow Kristen on LinkedIn for more.