Tracking your Marketing Campaigns

Tracking your marketing campaigns is not a new idea, but it is surprising that many people still don’t track the results of their marketing dollars! Everyone wants the best leads and life insurance agents are always searching for a new source. What seems like a great marketing campaign on the surface can in reality be losing money. Life insurance is not an immediate sale and most agents make early decisions on campaigns and don’t change them. One client launched a new marketing venture and quickly got leads calling in and signing up on his web site. He told us how these were the best leads he had ever worked. In following up with him on this campaign some months later, we were surprised to hear the client complaining about money and sales. We asked what happend to those great leads he was working? His response was, oh he never ended up selling any of them. Of course he sold some but not enough to cover the cost of the campaign. He took the emotional view of leads coming in and getting people on the phone and thought things were good, so he kept pumping money in. He was sending out apps and things seemed good, but he wasn’t tracking the source of the applications he was sending, and found out later they were not from this marketing campaign.

Especially in a busines like life insurance it is vitally important to actively monitor the results of your marketing. Using a good CRM application is essential. Track all aspects of the campaign, watching not only the profitability but the reasons why it is or is not making money. How many applications are being sent, what percentage are returned, approved and ultimately placed. You also need to monitor campaigns against each other and see what the average premiums are as well. The number of leads is not always the most accurate way to judge whether a campaign s a success or not.

Many agents also purchase some of the leads from online lead providers. This can help provide a consitent flow of leads. Compare the results of these leads to ones you create and track the ROI of each. Remember to go back 6 months or even a year later and see the leads you received in a month’s period and what you have placed from them. Campaigns can look good early and turn bad. Likewise a campaign not generating a lot of leads isn’t alway a failure. You do need to make early judgements on some as to whether or not you will stick with a campaign, but as you get used to tracking and monitoring the leads in more detail it will be easier to spot trends earlier.

VAM dB tracks all leads and clients throught the sales and beyond. A full features CRM application, it brings the power and flexibiliy of a web based system to you with many features espially for life insurance agents. Automate your office, improve your sales percentages and profitability as you track all marketing campaigns and leads.