When it comes to finances, customers want to work with brands they can rely on. And with consumers often feeling overwhelmed by the complexity of financial products and policies, it’s essential for brands in this industry to find ways to stand out and build trust.
Fortunately, marketing automation provides a solution which enables brands to deliver personalised, timely, and relevant content that not only engages customers but also reinforces their presence.
In this blog post, we will explore our top five marketing automation campaigns that finance and insurance brands can execute to increase their brand awareness.
Content-focused welcome and nurturing series
The world of finance and insurance is a complex one, particularly for the average consumer. With this in mind, sharing content that is educational and trustworthy will help to make a great first impression when building brand awareness.
Brands in this industry can implement an automated welcome and nurturing series to welcome new or potential customers whilst drip-feeding content to achieve all of the above.
This content can be in the form of an introduction to the brand, key contact details, FAQs, top products and policies, or relevant guides. Or, by using basic information already captured on the recipient, such as demographics, preferences, or policies of interest, brands can tailor these campaigns using segmentation or dynamic content. Ensuring the content is even more relevant to the individual.
By providing relevant and helpful information, these campaigns position the brand as a knowledgeable and trustworthy authority in the industry. This strategy not only nurtures leads but also keeps the brand top-of-mind for recipients, increasing their likelihood of engaging in the future.
Abandoned quote reminders
When a customer begins the process of requesting a quote for a financial product or policy, but does not finish it, brands can send automated reminders via email marketing or SMS to prompt them to reconsider and complete the process.
These reminders help keep the brand at the forefront of the customer’s mind by reminding them of their initial interest and providing a gentle nudge toward completion. In addition, repeated exposure through follow-up communications increases the chances of converting these leads into customers whilst also improving brand recognition.
These reminders can also include personalised messaging, highlighting the benefits of the specific product, recommending similar products which may be of interest, or incorporating limited-time discounts to create a sense of urgency. This personalisation further encourages the customer to complete the quote, as all details are accurate and relevant, meaning they need to do little additional research.
Automated policy renewal reminders
Automated reminders for policy renewals ensure that customers are kept aware of their upcoming policy renewal dates, helping to keep the brand front-of-mind come renewal time, and decreasing the chances of customers looking to another provider.
These reminders also act as regular touchpoints, enabling brands to stay in front of customers and reinforce their presence. For example, sending timely notifications about an upcoming renewal deadline, along with personalised messaging or special renewal offers, helps create a sense of urgency and encourages customers to take action. This consistent communication builds familiarity and recognition, making the brand more memorable.
Additionally, renewal reminders are a great opportunity to provide educational content regarding policy benefits, coverage updates, or new products that might interest the customer. This positions the brand as being proactive and customer-focused, helping to improve brand reputation. It also opens up opportunities for cross-selling or upselling, as customers can be prompted to consider additional products or services.
Cross-selling and up-selling opportunities
By strategically promoting additional products and services to existing customers, brands in the finance and insurance industry can utilise customer data to deliver personalised content and product recommendations.
By showcasing a broader range of offerings, such as suggesting home insurance to a customer who has purchased car insurance, brands can ensure that recipients are aware of all their services, increasing their overall market presence as well as overall revenue.
Furthermore, brands can utilise customer behaviour and preferences to further personalise their campaigns, helping to capture attention and increase engagement. For example, self-employed customers could receive tailored recommendations for pension plans, making them more likely to further engage with the brand.
These campaigns also position the brand as a trusted advisor by consistently providing relevant suggestions that align with customer’s needs, helping to build credibility and trust. And over time, this approach encourages customers to view the brand as a reliable source for their financial and insurance needs.
Customer feedback post-action
After a customer completes an action, such as filing a claim or completing a financial transaction, sending an automated survey whilst they are at their most engaged will capture their immediate experiences and opinions.
By proactively seeking feedback, brands can show that they value customers’ opinions, whilst also addressing concerns or issues quickly and privately, turning a potentially negative experience into a positive one. This approach ensures that negative reviews are less likely to be left on public platforms, improving positive brand awareness online.
And of course, by turning a negative experience into a positive one, happy customers will be more likely to share their experiences through word-of-mouth or online reviews, increasing the brand’s reputation.
Next steps
It’s clear that marketing automation provides brands in the finance and insurance industry with a strategic advantage in what can be a challenging market.
By implementing automated welcome series, abandoned quote reminders, policy renewal notifications, cross-selling and up-selling opportunities, and post-transaction feedback surveys, brands can maintain consistent and meaningful engagement with customers at every stage of their journey.
These automated touchpoints not only enhance customer experience and satisfaction but also position the brand as a trusted authority and reliable business. And in a world where customer attention is highly sought after, these campaigns can help keep brands at the forefront of customers’ minds, building both new customers and long-term loyalty.
At Deployteq, we specialise in helping brands in the finance and insurance industry to get their message out to their audience through marketing automation.
Our team of experts are on hand to help, so get in touch today to find out more.
