How to run a digital campaign

Independent Value: Online Marketing for Agents At Mutual of Enumclaw, we’ve thought a lot about how thoughtful communication can validate worth and form long-term relationships. Insightful and educational content is an authentic reminder that you have vested interest in the safety and security of your clients. Genuinely relevant email, social media, and paid social content can all help you showcase your value and expertise.

What to Post

To get the most out of a digital campaign, engage your audience on a regular basis with meaningful and timely information. For example, spring is a good time to run a Wildfire Prep campaign. Post 2–3 times per week over a 3–6 week period. Begin each week with a social media post or email relevant to the topic, then follow up later in the week with extra tips or small rack card items that link back to the relevant landing page. The best time to post social content for working professionals is 11am–2pm on weekdays.

Email

Email is a direct, personal way of communicating detailed, long-form information with your audience. Each topic in the Marketing Playbook has a kickoff email that you can use to start a campaign. Email tips:
• Follow up with subsequent emails, sharing one valuable piece of content at a time.
• Give clients the opportunity to respond and inquire about additional insurance coverage.
• Keep the subject lines short and actionable and the email copy to the point.
• Email services like Mailchimp can be a great tool to add an element of design and speed up the process of sending mass emails.
• Be sure to follow privacy laws and policies and include an unsubscribe link. Learn more about Mailchimp for small business.

Social Media

Social media marketing helps you to increase awareness and reach, drive traffic to your website, improve customer relationships and support, and build your reputation. Some basic ground rules:
• Social media is a conversation. Be responsive to your followers.
• Keep a professional tone and stay focused on insurance topics.
• Visual posts garner the most engagement.
• Follow your members and prospective clients and engage with your followers’ posts.

Facebook

Facebook is one of the best ways to connect with your community and build relationships. Don’t use it to “sell”—it’s about engagement, getting people to comment, share, and like your updates. Facebook works best for sharing timely articles, client testimonials, tips and employee bios. Learn more about Facebook for business.

LinkedIn is a great way to connect to your commercial lines clients and prospects. Content should have a professional tone and be relevant to business owners. This is also a good place to share agency updates, achievements, new information about your insurance products, testimonials, and tips.

Learn more about LinkedIn for business.

Twitter

Twitter has a different culture entirely. It is a bustling marketplace where you can reach anyone—clients, companies, even celebrities. Insightful tips, noteworthy news, videos, photos or links are just the kind of content to pique interests and get people engaging on Twitter. It’s a great platform to foster conversation with clients as well. For example, in the case of a big winter storm, you can reach out to clients who may be affected and offer well-timed advice or next steps. Think of it as your place for real-time updates.

Learn more about Twitter for business.

Paid Advertising on Social Media

An ad campaign can extend the reach of your posts to new prospects. You decide how much you want to spend based on how many eyes you hope to see it. Paid advertising offers comprehensive targeting options to help you reach new clients, as well as detailed analytics to help you improve your posts for stronger impacts. Most platforms also provide the option to schedule posts for a future time or date.

Key terms

Impressions: number of times your post is seen
Reach: number of people who see your post
Cost-per-click (CPC): total cost of campaign divided by number of clicks
Cost-per-impression (CPM): total cost of campaign divided by number of impressions
Click-through-rate (CTR): number of clicks your ad receives divided by the number of times your ad is shown, expressed as a percentage

To learn more about social media advertising, see below:

Facebook
LinkedIn
Twitter
Check out Hubspot’s article “12 Critical Building Blocks to a Successful Digital Marketing Campaign”

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