Are Yellow Pages Worth Advertising Dollars?

Should you go for a yellow page to advertise your offerings? Well, the decision is very perplexing as it takes away a good deal of your advertising dollars. How do you know you're keeping ahead of your competitors in the marketing race?

The Statistics

The Yellow Pages Association (YPA) is a useful advertising instrument for some insurance producers. The Insurance industry receives almost 233 million look-ups each year. The major share of the look-ups is bagged by auto insurance (67%) and homeowners (21%). Health receives merely 7% of insurance look-ups, and life just 3%.

From the YPA survey it seems that Yellow Pages ads could gives square outputs. But the scene is not quite sunny for health and life producers. Health and life agents are therefore revamping their Yellow Pages advertising strategy. Here are some tactics that they're using:

Boost response by adding your website address

Some prospect will see your ad with contact details and pick up the phone immediately. But many of them will prefer an indirect approach. They want to know about you and your enterprise before they take any concrete step. Therefore providing your website address gives the leads a low-risk way to learn more before taking action. Your lead goes online seeking insurance information and request a rate quote. If they match your pre-set criteria, their info is instantly sent to you.

Try Email Marketing

In some markets, merely adding your website address doesn't produce the result you expect to make the ad spend worth it. You have to send routine emails to create a need among clients and demonstrate how your product can fulfill that need. For that you should have an opt-in email list of clients, which you can buy from an online marketing service provider. Your emails and your newsletter should reflect your product knowledge, which should be so extensive that, when clients mention their needs, your mind immediately matches those needs with product features that meet those needs.

Use Leads Service

Use lead generation services to acquire information from people already shopping for insurance. It will inflate your business volume, economize on prospecting time, and target the optimal customer segment.

Try Viral Email Marketing

Satisfied customers can be the best source of garnering new business. As they, having subscribed to your quality service, competitive prices and helpful attitude, can best testify to your offerings. Don’t hesitate to ask your clients to serve as touch points for potential ones. For that purpose get into viral email marketing. It is really effective!

Last but not the least……………….

Provide Superior Service

Make your client your first priority! Take all the pains right from the initial contact, make them feel you're there for them. Slake their queries, help them find needed information, and take control of the details. Build a strong bond of trust by thinking ahead and meeting their needs Show them that you value their business—and they'll keep coming to you time and again.

Contact our insurance industry specialized consultant for some more free tips.

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