Insurance Marketing Key Terms

Ensure your success by knowing insurance marketing key terms
By Tara McClendon, Freelance Writer/Editor Tara McClendon As you start looking into insurance marketing, key terms will you help understand things such as marketing goals, audience and medium. While some of these terms apply to general marketing, you'll want to make sure that you know how they relate specifically to insurance in order to ensure that your business is getting the advertising it needs. Other terms you may find useful to know include lead generation, networking and marketing plan.
 

Marketing goals

Marketing goals help establish the route your marketing will take by identifying what you want to get from your marketing. When it comes to setting goals, keep in mind that not all goals will be monetary ambitions. In some cases, you may want to set a number of clients to contact per day or determine the amount of time you want to spend on marketing.
Try: Find tips on setting insurance marketing goals and identify ways that setting these goals can help motivate you at InsureMe.

Marketing plan, PR plan

Once you have your goals in place, you need to create your marketing plan, also called a PR plan. The plan maps out how you will meet the goals you've set for your insurance business.
Try: Lycos provides an article with an overview of the elements an insurance marketing plan should provide. It also provides links to sites with additional information on the different elements.

Lead generation

Lead generation is a method through which you can get prospective client information, or leads. There are several methods of lead generation that you can use, many of which are free. To be beneficial, leads must include the contact information for the prospective client.
Try: InsuranceLeads.com provides a sample of a lead available through lead generation. It also offers information detailing how the systems works.

Advertising media

The way you market your business will depend on the type of advertising medium that you use. The Internet, television, radio and printed documents are all different types of advertising media.
Try: SmallBusinessBible.org shows how you can use different advertising media to market your insurance business.

Campaign

A marketing campaign is the way your marketing works to shape the image your clients have of your company. For example, if you want to let clients know that you offer the best rates, you might structure your campaign around comparing the competition's quotes with your rates.
Try: DMNews discusses the distinguishing characteristics of successful insurance marketing campaigns.

Target audience, qualifying leads

Your target audience, or the group of people you want to reach with your marketing, plays an important role throughout your entire marketing campaign. When you begin, you may have only one target audience you want to reach, but as your campaign progresses, you may need to start qualifying, or screening, your leads and adapting your campaign to different audiences.
Try: SALESWORKS provides information showing how to define your target audience and also explains the process of qualifying leads. Chief Marketer shows how Esurance used its target audience to determine its marketing campaign.