Emotional Connecting is the Secret to Successful Lead Gen

Regarding Lead Gen opportunities within Insurance and Financial verticals it is important to identify where the customer is in the sales journey and how to take them to the next step so that your brand is acquiring a customer for life not just an initial sale.   The metrics for measuring Direct Marketing success such as “What is the Lifetime Value of a Customer?”  and “What is the Average Order Value” is more important than ever.  Customer insights allow marketing teams to understand specifically how to touch the consumer which then sets strategic pivots for future marketing and advertising endeavors.  We are seeing that Omni-Channel traditional and digital campaigns support each other.  Linear Television, CTV and OTT drives to the web opening the funnel for Lead Gen opportunities. For the past 7 years, I have worked with Insurance Clients that have looked for transactional revenue from Omnichannel marketing campaigns.  The results have led THOR to encourage brands seeking growth marketing to do one thing that may seem obvious but is often overlooked. They need to touch the consumer inclusively and repeatedly.

Educating and having a clear call-to-action is of great importance for having consumer engagement.  There are too many “misses” in marketing today because stakeholders do not understand the emotional connection that needs to be nurtured through frequency of advertising followed up by retargeting within Insurance and Financial marketing. Being authentic is the key to successful lead gen campaigns. Content and messaging must resonate with the brand’s purpose and the take-away result?  Loyalty.  With Insurance advertising, it is important to not only provide the consumer the benefits of a policy it is also paramount that brands create emotional inclusivity which “leads” to picking up the phone or going online and purchasing a policy.

eLearning is a Marketing Dream

When marketing for eLearning brands it is important to define goals. The parameters should include a Scope of Work both for Traditional and Digital channels.  Prior to that occurrence, THOR Associates has found that a Strategic Audit for Marketing (S.A.M.) needs to occur.  The Audit measures metrics and reviews every part of each marketing channel.

Questions asked would start with:

  • What marketing channels have been used in the last two years? 
  • Are they marketing to a Hispanic demographic that is fluent in English?
  • Are there other available product revenue streams for multi-channel marketing integration that your brand is not offering?
  • How has the brand pivoted marketing strategy based on the attribution of measurable synergistic touch points between traditional|digital marketing?
  • What are the brand’s goals for growth?

A Strategic Audit for Marketing (S.A.M.) is a tool THOR has created to determine how to open the funnel to both the English and Hispanic marketplace.  It also allows for a “Roadmap to ROI” for marketing transformation.  With the S.A.M. most brands can also expand and develop an international presence if allowed. THOR has been able to utilize Linear TV assets CTV and OTT opportunities as a halo to drive qualified consumers to the eLearning website. 

Our team at THOR Associates has explored marketing in the Traditional sense by leveraging a clear strategy utilizing channel tactics, while knowing where to pivot for growth. THOR’s traditional marketing capabilities include: Marketing Transformation, Brand Awareness and Brand Building, Customer Acquisition, Creative Production Execution, Media: TV, CTV, OTT, Marketing Strategy, Radio, Print, Home Shopping and Live Shopping, Transactional Marketing, Lead Gen, Multi-Cultural Lines of Business Launch, and International Product Launch. Digital media will be used to deliver Paid Social and both branded and non-branded search opportunities.  Digital Lead Generation capabilities include Search Engine Marketing, Search Engine Optimization, Social Media Ads, Email Marketing, Programmatic Media, Mobile Marketing, Web Design, Web Development, Data Visualization, CRM and Marketing Automation, Call Tracking, Data Hygiene and CPA Management. With these initiatives KPIs are established and ROI goals will be met.