What Insurance Agents Should Know About Retargeting
As an insurance agent, you may not spend much time thinking about the importance of a strong online marketing campaign. After all, you probably close a lot of your business in person or over the phone.
The problem with this, however, is that it can be difficult to reach your prospect the first few times you try, and you have to actually be “present” in order to do so. Online marketing has turned prospect development into a somewhat passive activity, and retargeting is one of the best tools you have in this regard.
What is retargeting?
Retargeting is when a user visits your web page and then, through the miracle of modern technology, sees your ads at opportune times as they visit other sites during their browsing. This is a particularly useful technique for staying in front of your insurance leads because it happens automatically, and only kicks in after they have shown an interest in your line of products.
Of course, there really isn’t a “miracle” to it. The retargeting happens because the page your prospect visited had a “cookie” on it that was picked up and remembered by the browser once the visit activated it.
Retargeting works, it’s completely passive, and it isn’t spamming since it follows a prequalified user. That’s why there is so little backlash against it in spite of the fact that it can feel a little “creepy” to some if they start seeing ads for your product on other pages.
That said, you can definitely misuse retargeting in insurance marketing. Here are some of the ways that might occur.
Your frequency cap is too low.
The frequency cap is how often your retargeting ads appear to each user in a given month. If you set the frequency cap at anything lower than 16 impressions per user per month (PUPM), you run the risk of not being seen or being seen so little that your cumulative impression is weak. While you do not want to annoy your prospect — and we’ll talk more in the next point about how you can avoid doing so — it’s far more damaging to be ignored.
Your frequency cap is too high.
Just like the frequency cap can get you ignored, it can also earn you such a bad reputation that people go out of their way to hurt your business. You usually run the risk of annoying your leads when you set the limit higher than 21 impressions PUPM.
Subtlety has been the great strength of retargeting ads.
Sometimes these ads will go unseen; other times your leads may think, “That’s odd, I was just on their site the other day”; and sometimes those ads land at the right place at the right time.
A range of 16-21 generally ensures that even if your retargeting doesn’t result in conversion, you still maintain your image and notoriety.
In other words, at the very least, no one will hold it against you (or notice) and at the very most, they’ll become your new customer, or get into the position where you can feel comfortable pushing for the sale.
Your ads are forgettable.
Don’t make the mistake of thinking that your ads just have to “show up” to get the job done. You still want to take these ads seriously. Make them short, creative, and eye-catching; and above all, test and change them out every few months.
You make it hard on users to opt out.
At a certain point, you have to realize that not everyone will be happy seeing your ads everywhere they go. (And if you’re strategic with how you set up your campaign, they won’t have to.) If you do end up with an annoyed insurance lead, make it easy for them to opt out.
The more frustration you cause someone, who isn’t interested in your line of products, the more likely they will be to trash you and your company to friends and family.
It’s been said that there is “no such thing as bad press.” This couldn’t be further from the truth when it comes to businesses that thrive on strong relationship marketing. Know when to cut your losses.
Retargeting ads are highly effective online marketing tools, and they can take a lot of the headache out of building a passive outreach campaign. Just make sure that you use them responsibly, and don’t neglect the other tools at your disposal.