The Ontario Broker - Volume 24, Issue 5 - 24

WD: We believe collaboration is key to executing effective marketing
strategies that align with our goals and values. We work closely with
our internal teams including sales, service and claims to ensure our
messaging addresses real-world client concerns and emerging industry
trends. Feedback loops across departments help us continually refine
our campaigns to resonate with our target audience. We collaborate with
our insurance partners to provide valuable information and resources
and showcase the best coverage options and innovations while engaging
with local organizations to support community-focused initiatives. This
integrated approach enables us to deliver cohesive marketing strategies
that reflect our mission and values.
What challenges do you face in marketing, and how are
you overcoming them?
CM: One challenge has been differentiating ourselves in a crowded
insurance market, especially with large direct-to-consumer brands. We've
overcome this by focusing on our personalized service and ability to
handle complex insurance needs. Many people still want to have a local,
independent, family-owned brokerage look after their insurance-we
emphasize this in our marketing and ensure our clients and perspective
clients know that when they call us, they'll talk to their broker, and we're
not a call center.
WD: One of the biggest challenges we face in marketing is making
insurance-related content engaging and accessible. We prioritize
simplifying complex topics by breaking them down into clear,
straightforward language that clients can easily understand. We also
produce a variety of content types to cater to different preferences. Video
content has been a key tool for engaging clients by explaining insurance
products and tips visually, making it more approachable. Email marketing
allows us to deliver concise, tailored messages directly to clients' inboxes,
while blogs provide in-depth insights and practical advice, positioning us
as a trusted resource.
What's one marketing campaign your brokerage
executed this year that stands out as particularly
memorable or impactful?
CM: One of our standout marketing campaigns focused on cyber
insurance. We highlighted the risks of operating without cyber coverage,
using real-life examples and compelling statistics to drive home the
urgency. By leveraging email campaigns and social media, we effectively
reached our audience, educating them on the importance of cyber
protection. The campaign's success was evident in the increased inbound
leads, as many businesses sought our expertise in securing their cyber
insurance, solidifying our position as a trusted resource.
WD: One marketing campaign that stands out is our digital ad campaign
promoting our Streetrider brand on social media. We leveraged the existing
brand recognition of Streetrider and captured the attention of motorcycle
enthusiasts with targeted messaging. Ad design was carefully crafted to
appeal to our audience, featuring eye-catching visuals that resonated with
riders. Copywriting emphasized the benefits of motorcycle insurance,
our competitive pricing and our 110+ years of experience, creating a
compelling case for riders to choose Streetrider. Our data-driven ad strategy
was crucial to the campaign's success. We conducted weekly A/B tests to
optimize creative elements and targeting, making real-time adjustments
based on performance data and feedback from our digital sales team.
One area we're
particularly enthusiastic
about is the integration
of AI and data analytics
to create hyperpersonalized
client
experiences.
24
What strategies have you found most effective for
generating and converting new leads?
CM: Content around understanding insurance coverages-especially the
more nuanced aspects like liability, cyber risks or commercial property
insurance-has been effective. These educational pieces have drawn in
clients searching for specific insurance expertise. We've also seen success
in targeted email campaigns for renewals, upselling existing clients, and
of course, word-of-mouth referrals.
WD: We've found that a multi-faceted approach combining targeted
digital advertising with personalized follow-up strategies has been most
effective to generate and convert leads. This strategy begins with targeted
ads on Google and social media directed at potential clients based on
their specific insurance needs. Once a prospect interacts with our ad and
enters our system, we initiate a personalized email sequence. Emails are
designed to nurture the relationship by providing valuable information
about the product they initially expressed interest in, while subtly
introducing them to other relevant insurance options they might not have
considered, like bundling home and auto or adding life insurance. We've
seen a 40% increase in conversion rates for leads that go through this
cross-selling process compared to previous methods.
How do you see your marketing strategy evolving in the
next few years?
CM: We plan to dive deeper into digital marketing, especially organic
content that speaks directly to our clients, explaining coverages or products
that may be difficult to understand like Cyber or Environmental Liability.
WD: We're excited about evolving our strategy to embrace emerging
technologies and shifting consumer behaviours. One area we're particularly
enthusiastic about is the integration of AI and data analytics to create
hyper-personalized client experiences. These types of innovations aren't just
about using new technology for the sake of it, they're about creating more
meaningful, educational, personalized experiences for our clients.
The Ontario Broker
The Ontario Broker - Volume 24, Issue 5

Table of Contents for the Digital Edition of The Ontario Broker - Volume 24, Issue 5
