For many insurance agents, remarketing is the difference between growth and stagnation. For this reason, it’s important to learn more about remarketing and how it can help take your business to the next level.
What is remarketing?
While the definition varies slightly from person to person, remarketing is a form of digital marketing in which you serve ads to users who have visited your website but did not take a specific action, such as sharing their contact information.
While that’s the foundation of remarketing, there’s a lot more to learn.
As you dig deeper, you’ll come to see why it’s so important to the success of your insurance sales and marketing plan.
Remarketing vs. retargeting
The words sound the same and the techniques are similar in several ways.
However, even though these words are often used interchangeably, there are some important differences.
The primary difference between remarketing and retargeting is the strategy you’ll employ.
Remarketing is generally the collection of information which is later used to send emails. Retargeting, on the other hand, is generally for serving ads based on cookies.
Despite the differences, remarketing and retargeting have many similarities. When combined, you’ll have a strategy for staying “front and center” with your prospects.
Benefits of remarketing
Just the same as any sales, marketing, or advertising strategy, you want to know that you’re using your time wisely. Below are some of the primary benefits of remarketing.
- Capitalize on lost traffic: When someone leaves your website without making a purchase or contacting you, they’re gone forever. But not if you’ve employed a remarketing campaign. This allows you to capitalize on lost traffic.
- Target people who are interested in your company and product: Speaking of capitalizing on traffic, you should target people who are interested in your company and product. It’s easier to sell to them. With remarketing, you know you’re connecting with consumers who have shown an interest.
- Grow your brand: Remarketing allows you to keep your brand in the minds of your target audience. The more they see and interact with your brand, the greater chance there is of making a sale.
- Suitable for all types of businesses: It doesn’t matter if you’re selling life, health, auto or any combination of insurance policies, remarketing can work for you. There’s no limit to its power.
These aren’t the only benefits of remarketing. The best way to uncover others is through personal experience.
Remarketing examples for insurance agencies
Remarketing can be a powerful tool.
You can use remarketing to help close sales, find more leads, or just drive more awareness to your company. Let’s look at a specific example of how you can use remarketing to benefit your sales strategies.
An internet search is performed for “good health insurance in your city.” Your agency’s website comes up within the search results. The user then clicks on the link to your website and reads your company’s about page and reviews your health insurance page.
The user then clicks off of your website without filling out an online quote form or contact form. With a little more advertising you feel you can likely turn this prospect into a customer.
Google AdWords allows you to create different advertisements based on the specific user’s activity and different remarketing lists.
Since this user was interested in health insurance you create an ad regarding your health insurance products and target the prospect.
You could also use remarketing to promote any giveaways, sales, or discounts you have going on for any of your products. You can target people who have visited specific pages of your websites, filled out certain forms, or you can target every single person.
You can even go as far as to choose what days your ads run or have them show up depending on the activity of the user.
How to succeed with remarketing
Remarketing isn’t a magic pill.
It doesn’t guarantee any level of success. What it does guarantee is the opportunity to get back in front of an interested consumer.
Let’s look at three things you can do to improve your chance of success with remarketing:
1. Segment your visitors
Segment visitors based on product line interest, location, age, and other factors. This allows you to customize your remarketing campaigns, thus improving your odds of success.
You can also segment your list by behavior. For example, don’t treat a consumer who only visited the home page of your website in the same manner as someone who visited several pages associated with a specific insurance product.
2. Experiment with multiple remarketing channels
You’ll never know what does and doesn’t work until you experiment with multiple channels. Google Ads, Facebook Ads, and display ads are an excellent place to start.
Tip: track your results so you know which experiments are working and which ones aren’t.
3. Try, fail, and try again
You’re setting yourself up for disappointment if you expect success from the get-go. It takes time to implement a successful remarketing campaign. Trial and error is the best way to get on track.
Try out a particular technique, track the results, and tweak it. Then try again, and again, and again. Failure is all part of the process. With each slip-up, you inch closer to pinning down a method that works.
What Now?
As an insurance agent, remarketing is only a big deal if you’re generating interest online.
To do this, you need to increase the size of your prospect list. One of the best methods for doing so is to purchase leads at Aged Lead Store.
Start by browsing our databases of tens of millions of validated leads. From there, use advanced filters to find ideal prospects.
And finally, choose a lead quantity, download them instantly, and start reaching out.
Photo by Mikael Blomkvist
