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Nimble marketing strategies using in force data

More than ever, marketing strategies must rely on digital communications to continue connectivity with clients. In force data is the critical piece to efficiently and effectively market during this current pandemic environment.


As Katie Godbout, Vice President of Sales and Marketing at Covisum wrote in the Q4 2020 issue of Perspectives magazine, “Financial services are an increasingly tech-driven industry. Moving into 2021, technology will be your foundation for reaching new clients and retaining your existing ones. Being able to demonstrate value virtually has become fundamental to not only growth, but customer retention. The new digital approach to consumer decision-making may be overwhelming to those who have long relied on traditional methods of attracting new customers.

If you haven’t already, move into 2021 ready to engage clients and prospects through email, social media, online account management, and other digital channels. Seek out marketing platforms, tools, and resources that automate some of these processes and amplify your impact – or seek the help of a marketing agency that can handle this work for you."


Use marketing automation to:

  • Create content and follow leads across every step of their customer journey (awareness, consideration, and decision stages)

  • Trigger email campaigns to leads who attend a live or on-demand webinar

  • Send follow-up emails when someone downloads an offer, such as a retirement checklist

  • Schedule social media posts with commentary on recent legislation

  • Promote upcoming events for your firm

“Additionally, if you haven’t already, create an online calendar so that leads can book meetings directly from your website. Don’t make it hard for people to get in touch with you. If a client introductory call is the last stage in your client’s purchase journey (decision stage), it is important to link to the calendar as a call to action in your marketing efforts in order to increase the number of appointments you set.”


Godbout also suggests to create visual content that educates and demonstrates different insurance or financial services. This will reinforce your services with existing clients and illustrate your expertise in the market with prospects. This content can then be shared on your website, in emails, and on social media for additional visibility.


Local search is also becoming more and more prominent in overall search engine results. Godbout writes, “Your firm needs to embrace search engine optimization (SEO) strategies and tools that will enhance local performance." For example, if your firm is based in Kansas City, Missouri, you’ll want to increase your chances of showing up when consumers Google ‘Kansas City Financial Advisor’ or ‘Good Insurance Agency Near Me.’ Get started now and make sure your name, address, and phone number are consistent across key places such as your website, your social media accounts and on Google My Business.


“Obviously, the global pandemic has shifted how many companies conduct business. Right now, business success is contingent on the ability to define a goal and create a plan to achieve that goal, all while being nimble enough to pivot at any moment. To serve today’s clients, a digital-first approach is key to keeping pace with the evolving industry landscape while also setting yourself apart from your competition.”


For more information on how to utilize your in force data for strategic marketing plans, check out the NIC Resource Center.