After years of market research and surveying our public, Agent Link has uncovered what we believe to be the secret to marketing success—our tried-and-true strategy that we’re about to share with you right here and now. It turns out that the key to refining your marketing message and maximizing your marketing coverage is the implementation of multimedia. We’ve found that most modern audiences are more likely to respond to this comprehensive approach.
But what exactly does multimedia entail? Like a lot of other terms in the business world, it gets thrown around liberally and often with minimal understanding. Sure, it means incorporating more than one type of media, but which ones work best for your purposes in the insurance industry and how do you make them your own? Below is a brief list of the big must-haves:
Website: If you don’t have a functional website, you’re forfeiting the game before it even starts. However, if you do have a website, you can always improve it by adding more interactive features including infographics, a blog, product profiles, and more. Plus, equipping it with responsive layout will allow your agents to access and view your website on their smartphone or tablet.
Direct Mail: An oldie but a goodie. Whether it’s with letters, branding pieces, direct-response postcards, personalized URLs (PURLS), or all of the above, direct mail is still a great way to engage your audience. However, consistent distribution is the name of the game here.
Online: In addition to the juggernaut of email marketing, this umbrella term can include everything from newsworthy press releases, social media activity, and downloadable white papers to mini-sites (landing pages). Banner ads are also a fantastic way to promote your own services/achievements or highlight another company’s service in exchange for ad revenue. Good PR actions tell your company story while informing your public and generating goodwill.
Phone/Lead Generation: One of the most valuable media types continues to be the telephone, and there are plenty of ways to keep it fresh including experimenting with posture and attitude.
Live Webinars/Events: According to Agent Link’s extensive research, face-to-face, live communication is the most effective way to command attention. The most popular events and webinars provide valuable training on products and sales techniques rather than events that seem to be geared toward selling something to attendees.
Video: Across industries, online videography marketing is accounting for more and more global consumer traffic, and it provides an outlet for your team to market in a fresh and creative way. Robert Weiss, author of Use YouTube Video Marketing to Generate Leads, Awareness and Customers, puts it rather succinctly: “Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.”
According to Dr. James McQuivey of Forrester Research, one minute of video is worth 1.8 million words.
Again, it’s not enough to just dip your toe in when it comes to multimedia. In other words, one marketing video here, a direct mail piece there, or some combination thereof is obviously better than no promotion at all, but you really need to launch the entire package consistently if you want to realize your full potential. Our top-performing campaigns at Agent Link all have one thing in common: They integrate all or most of the media above. By running the gamut of multimedia marketing, you’re catering to your public in every possible way.