Herding the Cats for Your Insurance Agency - Digital Marketing Reporting

One of the great things about being an insurance agent in the 2020s is the sheer number of digital marketing options available to acquire new clients and grow an agency.

One of the most frustrating things about being an insurance agent in the 2020s is...drum roll, please...the same thing...the overwhelming number of choices available to generate insurance leads.

Further compounding the risk/reward of all the various marketing campaign options is the fact that digital marketing efforts in one area often impacts another area of effort and those impacts can be either good or bad.

An example: how reviews affect Google and Facebook Ads

A simple example of 'good' collateral impact can be seen in a campaign to build an inventory and flow of positive online reviews. Those reviews help boost insurance agency visibility in local search results as well as inbound sales calls. A successful review building campaign will also make any Google or Facebook Ads more successful. Consumers are more likely to click or call on an ad when those ads are accompanied by the social proof of positive reviews.

The converse is also true. Throwing money at a digital ad campaign when your insurance agency has old, negative or few reviews on Google and other platforms will usually result in poor ROI for the ad campaign.

A dashboard to monitor KPIs - a first step

Digital marketing efforts provide real time feedback which is great. What is not so great is that those key performance indicators (KPIs) have to be accessed from numerous places. For example:

• Google Analytics provides KPIs for website effectiveness like total visitors, time on site, visitor flow, etc.
• Google Search Console provides data on the top search queries for which one of your insurance agency's web pages shows up as well as the top landing pages.
• Google My Business Insights serves up different data showing the number of times your agency showed up in local search results as well as other important data like clicks-to-call (from a mobile device), clicks to your website and a summary of reviews on Google for your insurance agency.
• Facebook Insights will show your agency's post reach, likes, comments and change in page followers.
• Google and Facebook Ads include even more additional dashboards.
• Online listings presence and accuracy are a local search algorithm component and have to be monitored (and often repaired) on each individual platform like Google My Business, Bing, Mapquest, Superpages and literally hundreds more.

To say it can get a little messy is a bit of an understatement.

That's why access to one dashboard with all the important KPIs is so crucial to understanding how your insurance agency's marketing campaigns are performing - not to mention maintaining your sanity.

It's not a holy grail, a one-and-done dashboard does exist

That's the first piece of good news. The second? You can sample a scaled down omni-dash for your insurance agency for free!

And the further good news: you can try out express versions of services that allow you to effectively manage reviews, online listing accuracy and manage social media activity.

No cost, no obligation...why not hop in the driver's seat today and check out a dashboard designed to give you all the important up-to-the-minute KPIs and make your life easier?