With our Best of PiMA award arriving this past week, (for our work on behalf of the Texas Medical Association Insurance Trust with our friends at Bodden Partners) it’s an appropriate time to reflect on and share the insights we’ve learned over the past year. As we continue to work extensively with association insurance marketing, we’ve developed and refined our Inbound Marketing strategy so we can leverage the unique challenges and opportunities that affinity marketing entails. Here are the top four lessons we’ve learned on our way to winning ‘Best of PIMA’ from the Professional Insurance Marketing Association this year.
If you’re in the construction business, you likely know that one of your biggest barriers to signing new prospects is credibility. Sadly, too many sketchy contractors have depleted the faith of many homeowners and business owners.
As a result, you may face prejudice as a result of tardy, over-budget contractors that have spawned running jokes about the credibility of almost anyone in construction. And although word-of-mouth marketing remains a mainstay of any contractor’s livelihood, it is absolutely possible to convert cold contacts into satisfied customers that generate revenue for your company.
How can you do this successfully? Through careful and deliberate use of digital marketing tactics.
Today, I was researching CRMs (Customer Relationship Management software) for a client. There are dozens out there, and believe me, they’re not all created equal. However, one kept popping up on my screen (due to their fantastic retargeting campaign, no doubt), so I decided to sign up for a demo.
As soon as I finished filling out the form, I received a phone call from the company. “Hey, I’m Adam from XYZ Company. I just received your form requesting info and I wanted to make sure I have all of your info correctly before I send you out some specs and facts.”
This led to a ten-minute conversation about what’s working and not working with our current CRM. Adam wasn’t at all pushy, and I have to admit, I didn’t feel hurried to get off the phone with him like I usually am with sales people. I kind of wanted to hang around and chat. “Bye, Adam. I’ll look forward to hearing from you,” I said. And I meant it.