So you’ve been working hard building the client base of your insurance agency for decades now. You’ve built a solid reputation in the community and things are good…mostly. But as you stare out your office window on one of those rainy Mondays you begin to wonder if you will always have to push so hard to continue to hold on to what you have. If only you could find more customers like the ones you have now, some of which have been with you for decades.
So how do you find well qualified prospects that are interested in becoming one of your customers?
Well first, let’s define “well qualified”. I would say in this scenario that well qualified would be an individual who has a need for a product or service you offer, is willing to purchase that product or service from your company and has the financial resources to do so.
But let’s add one more qualification. Someone who is already doing business with your agency. Wait, what? I mean what could be a more tailor made situation than to have access to potential customers who have a need, are familiar with your company (because they are already a customer) and have the resources to make a purchase? Enter email marketing.
Opt-In email marketing is where an individual has given you their email address for the purpose of receiving information from your company about the products and services you offer. So, if you own an insurance agency, it would be beneficial to you to be obtaining the email address for every single customer you come into contact with. Then, once a month you have a newsletter produced highlighting the various products and services you offer with the focus on the cost savings of multi-policy discounts. If Mister and Misses Jones have had their auto policy with you for twenty years, let them know about the savings they could receive if they switched over their homeowners policy.
So what’s with the trees? Well, these aren’t just any trees, they’re Chinese bamboo trees. I don ‘t
know if there is a better symbol for growth and persistence than the narrative about this plant. You plant the seed for this tree and provide all the needed elements-water, good soil, sunlight, etc. You care for this seedling without an ounce of visible growth for an entire year, then repeat the process for years two, three and four. Still no visible growth above the soil. Sounds like our efforts in business sometimes doesn’t it?
It seems that sometimes we’re doing everything we need to do but there isn’t the tangible results we crave. Nothing says success like a paycheck. Still we keep building our business, improving our website and inbound marketing programs, our blogging, making connections and so on. Till one day..,..
Suddenly in year five the Chinese bamboo tree grows eighty feet in six weeks time! 80 feet!! But what was happening those first four plus years? The seedling was putting down roots. It was growing a foundation that would be able to support an eighty foot tree when it sprouted. The growth was there, it just wasn’t visible.
In the next series of blog posts we’re going to discuss the specific growth potential for six very specific business types that could benefit by utilizing email marketing. So check back often and see if your type of business is one that we will be discussing.
When a visitor arrives at your website, they aren’t going to know whether you are a one man show or have a hundred employees. Having a professional website allows you to level the playing field against larger, more established companies you may be competing with.
Saves you Money
It is the most cost effective way to promote your business. Generally, you pay a one-time fee for the construction of the site and then the hosting and domain name renews annually.
Always Open for Business
24 Hours a day, 7 days a week, 365 days a year your website is accessible to customers and potential customers. People can gather information about your company, the products and services you offer, your hours of operation and any other relevant information you wish to post.
Keep your customers informed
Are you carrying a new brand, expanding your showroom hours or showcasing photos from a recent job? Your customers are interested. Is your restaurant now offering catering services as well? Tell the world about it.
Showcasing your work
Are you a custom builder who has job site photos of the many homes you’ve built? Do your clients know you offer kitchen and bath remodels as well as decks? Seeing is believing. A gallery page is a highly effective way to let the public see the quality of your workmanship no matter what industry you work in.
Target a wider Market
Bring your products and services to a global market. If you are a retailer, then you have the opportunity to offer those products all over the world through eCommerce. eBay sells cars and other large items every day so odds are that your products could be sold online as well.
Better Customer Service
Business owners today can provide information about their business to the public through their website. The public expects it and buyers demand it. A website has become the norm in business operations. It should have the same level of importance as a telephone or a company brochure. Can you imagine operating a business with no phone? As technology increases our methods of communication, it also increases our expectations when dealing with business owners.
So you’ve owned your business for a while and things seem to be going just fine. There is a steady flow of customers walking through your door and except for the occasional slow month, the sales seem to be pretty level.
The problem is, level isn’t cutting it anymore. The oldest child is going to be going to college in two years, one wants to play hockey this year, another needs driving lessons and there needs to be a plan on how to generate the cash flow to pay for all this stuff. Sound familiar? So, how can you draw more customers into your business?
How about EMAIL MARKETING?
There are two types of email marketing. This article is going to provide information about “opt in” email marketing. This is where someone has given you permission to send them information about your company through email.
So how does it all work?
Once the email is sent to your customer list, having access to reporting tools that analyze how many emails were sent, how many were opened and how many were forwarded to others can help you make adjustments moving forward. Prices vary for email marketing companies for this service, ranging from $200 to $500+ per email.
In 2014 Experian offered this quote about email marketing: “ For every $1 spent, $44.25 is the average return on email marketing investment.” The point is that companies using email marketing as a way to grow their business are having a strong return on their investment.
So compared to other forms of advertising that a business owner may use to grow their customer base, Email Marketing is by far, one of the most cost efficient ways to grow your business.