3 key insights from our top marketing specialists
Throughout each year, we see many fluctuations in the insurance marketing landscape – and 2022 has been no exception! Between shifting insurance risks, in-office work vs. work-from-home, drastic changes in the economy, natural disasters and overall industry news, there have been plenty of headlines to keep up with – and these occurrences all influence how insurance businesses can most effectively communicate with their target audience.
It’s crucial to consider current trends when developing marketing messages. Looking back on the last few months, we’ve picked out a few noteworthy trends that you may want to consider implementing right now:
1. Weekend marketing is making a big difference
One of the biggest recent shifts in our industry is that people are working more flexible hours – both day and night. The same old “10 am on a Tuesday” post just doesn’t have the same impact anymore. Consider running Google/search ads, social media posts, and sponsored content on the evenings and weekends and see what a difference it makes. Connect with your audience at the times that are convenient for them, and you’ll always be top of mind.
2. You need targeted messaging during the busy fall/winter months
Right now, your focus should be on inbound marketing (messaging that is specifically tailored to your audience’s current needs – something that solves their immediate issue & guides them straight back to you, their problem-solver) rather than outbound marketing (messaging that may interrupt them with something they don’t need – think website banner ads and passive, generic marketing content).
This time of year, your audience is busy with end-of-year goals, policy renewals, back-to-school activities, and holiday preparations. Take this opportunity to provide info that will make their life easier – this is the time for educational content and timely product offerings. Help your audience check something off their to-do list, and they will thank you!
3. Go ahead – send your emails on Friday
Marketing emails used to be best received on Tuesdays and Thursdays, but now we are seeing a big spike in performance for Friday messages. At the end of the week, many people are finding time to breathe and taking an extra minute to scan their email messages. It’s important to experiment with different send times to see what your audience likes best – don’t get stuck in autopilot and forget to meet your audience where they are!
Knowing when and how to best reach your audience can make a huge impact on overall marketing results. Still have questions? We’re here for you – just email firstname.lastname@example.org or call 707-759-5391.
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