Less Than 1% of Public Adjusters Track These 3 Marketing Data Points

Less Than 1% of Public Adjusters Track These 3 Marketing Data Points

Running effective marketing campaigns as a public adjuster without tracking data is about as easy as taming a wild donkey.

It ain’t easy. And it ain’t fun.

The foundation of any successful marketing campaign as a public adjuster is to meticulously track data.

In this guide, we share three important marketing metrics that you should be tracking (that over 99% of public adjusters do NOT track). Scroll down to learn more.

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The Only Way to Successfully Run Marketing Campaigns is to Track Data

What does a successful marketing campaign look like?

In general, successful marketing looks like a positive return on investment.

At the most basic level, for every $1 you put into marketing efforts, you get at least $1.01 back.

Simple enough, right?

Here’s the interesting part:

We’ve asked many public adjusters what their ROI on their marketing is. And the answer? Crickets. They don’t know. 

Many public adjusters will say, “Our marketing is working great!” But when we dig into the data, we find that they’re wasting $790 a month on Google Ads that is yielding ZERO results.

Or public adjusters will say, “Our marketing isn’t working!” But when we dig into the data, we actually find that while their marketing campaigns aren’t perfect, they’re at least bringing in a positive ROI.

The point? Without tracking data meticulously, you won’t know exactly how successful your marketing is. 

What’s great about data within digital marketing campaigns? There’s a LOT of it.

If you know HOW to leverage data, you can do powerful things. Let’s jump into the 3 data points that most public adjusters don’t track.

Data Point #1: Keyword Rankings

The first data point that you should be tracking is keyword rankings.

What are keyword rankings? Keyword rankings are where you’re ranking on Google for specific keywords. 

Here’s what it looks like:

As you can see from the screenshot above, the website above has increased their rankings for the following keywords.

They went from ranking 93rd for “public adjuster Orlando” to 74th, a jump of 19 positions in the past month.

By tracking this information, public adjusters can understand how Google is displaying their business online.

But sometimes, the data can get confusing…

Naturally, a website will rank for a LOT of keywords. Some of them will be pretty obscure… 

Google, when crawling the internet, tries its best to match the keyword with the best websites. Sometimes it doesn’t do a great job.

For example, here are some keywords that a public adjuster company ranks for:

Keywords like “Ask Near Me” or “Outlook Express Spam Filter.”

But we also notice that on the right side of the screenshot above, this company is ranking in position 97 of Google (AKA page 10) for these keywords. Nobody will make it to page 10 of Google. 

Why are we bringing this up? You shouldn’t track rankings for EVERY keyword. You should track rankings for the keywords that matter to your business. The ones that your target audience is searching for. 

You need to consider a couple of things when determining the value of ranking for specific keywords. 

There are two aspects to consider to determine if you’re actually receiving value from ranking for keywords.

1) The position that you’re ranking:

Data has shown that if you’re ranking on page 2 of Google for any particular keyword, you’re not going to drive any traffic from that keyword.

We know even more than that, though. We know the estimated Click Through Rate (CTR) based on the EXACT position that you’re ranking.

Take a look at the data below.

What does the data mean? It means that if you rank in Position 1 for a keyword, you can expect that 42.32% of users will visit your website.

If you rank in Position 7 for a keyword, you can expect that 5.28% of all the people that search for that keyword will visit your website. 

Using the data above, let’s create a real-world example. Let’s use an example keyword of “hail damage claim time limit.”

And let’s say this keyword, on average, has 100 people per month searching for it on Google.

If you’re ranking in Position 1 on Google for this keyword, you’ll get roughly 43 visitors per month. Over 12 months, that’s 516 visitors. Nice!

Now, let’s say instead of ranking in Position 1 for this keyword, you’re ranking in Position 6. Position 6 is still on Page 1 of Google.

However, instead of getting 43 visitors per month like you would in Position 1, you’ll only get 10 visitors per month. Over 12 months, that’s 100 visitors. 

Based on this example, the difference between ranking in Position 1 vs. Position 6, over a year, is 416 website visitors. That’s a huge missed opportunity!

The lesson? You’re only going to get organic traffic from Google if you’re ranking in the top 10 positions of Google. And even then, ranking on “page 1” of Google is vague… the difference between ranking in Position 1 and Position 5 is a BIG difference. Tracking this data is incredibly important.

2) The volume of keywords matters:

Different keywords have different volumes. 

Some keywords, like “tornado insurance” have HUNDREDS of people searching per month.

As you can see below, “tornado insurance” averages 390 searches per month, or 4,680 per year.

Other keywords, like “tornado insurance claims” have fewer searches per month.

As you can see below, “tornado insurance claims” averages 30 searches per month, or 360 per year.

Just because you rank 1st for a keyword doesn’t mean you’re going to get a ton of traffic.

If that keyword only has 10 or 20 people searching per month, you might get a handful of visitors.

One the other hand, if you rank well for a keyword that has hundreds of people searching each month, then you can expect hundreds of visitors. 

The goal for every public adjuster? Rank in Position 1 of Google for keywords that have a lot of volume. 

But, if you aren’t tracking your keyword rankings, then you’ll have no insight into your current performance. Without that insight, you won’t know which pages to optimize or which keywords to use to increase your performance.

How to Track Keyword Rankings Data

There are many tools that you can use to track keyword rankings.

Here are a few:

  • SEMrush
  • Agency Analytics
  • Moz

Data Point #2: Website Engagement Metrics

Website engagement metrics….

What does that even mean!? And why do these metrics matter?

Here are a couple of metrics that you should be tracking:

  • Bounce Rate: Bounce Rate is the percentage of users that leave your website after only visiting one page. Not only that, but they do nothing on the page. They don’t click any buttons or take action.

    Why track this metric?

    If most of your visitors are only visiting one page of your website and not engaging with it, that’s a problem. It shows that either 1) you’re bringing the wrong visitors to your site or 2) the content on your site is not valuable.

  • Average Session Duration: This is the average time that a user spends on your website.

    Why track this metric?

    If the average user only spends 7 seconds on your website, then you know you’ve got a problem.

    The higher the average session duration, the more engaged your visitors are. The more engaged your visitors are, the more likely they are to convert (AKA more money for you).

  • Average Time on Page: This tracks the average time spent on each page of your website.

    This allows you to get more granular. If you’re running a paid advertising campaign to a particular landing page on your site, you’ll have insights into the average time that people are spending on the page.

    Why track this metric?

    Like Average Session Duration, the longer folks spend on each page of the site, the more engaged they are.

  • Percentage of New Visitors: This is an underrated metric.

    While you want visitors to return to your website (which shows that they are continuing to engage with your business), you also want a large percentage of new visitors.

    Why track this metric?

    The more new engaged visitors, the more potential new clients become aware of your services as a public adjuster.

How to Track Website Engagement Metrics Data

You can track all of these metrics through Google Analytics, a free tool created by Google.

This tool integrates with your website and tracks all this data for you.

Here’s the important thing to know:

Most public adjuster websites already have Google Analytics set up. What most public adjusters do NOT do, though? 

  • They never check the data
  • If they do check the data, they don’t really know what it means
  • If they do check the data, they don’t take action to improve their website to improve their site’s performance

Data Point #3: Conversion Data

Conversions = the holy grail of marketing for public adjusters.

Think about it.

EVERY marketing strategy that you do has the intention, the hope, the prayer (for some public adjusters) to convert a stranger into a paying client.

The problem with conversion data is that it’s hard to define for public adjusters. “Conversion” is a subjective metric for many public adjusters. Here are some definitions of conversions that we’ve heard:

  • Website form submissions
  • Phone calls
  • Leads (general)
  • Inspections
  • Getting paid

There’s not really a correct answer. For us? There are two types of conversions:

  1. Lead generation conversion = stranger requesting information from you. This type of “conversion” does not guarantee that you’ll get paid. This can be a phone call, email, website form submission, etc.
  2. Final conversion = money in your bank account.

Both of these types of conversions are important to track. And most public adjusters don’t have a good sense of these.

When we ask public adjusters their conversion data, they usually “ballpark it.” They’ll say something like, “Well, maybe like 10 calls a month. Something like that.”

Then we ask, “Well, of those 10 phone calls per month, how many of those convert?” They usually respond with, “Uhhh, like maybe 3 or 4?” They don’t know!

This data is critical to determine if your marketing activities are leading to $$$ or not.

How to Track Conversion Data

The answer to this question depends on the platforms and tools that you use.

For example, some public adjusters use call tracking services to track new phone calls. 

Other public adjusters may track the data manually with a spreadsheet.

Both work! What matters more than HOW you track the data is that you track the data at all!

For our clients, we build robust dashboards (depending on the tools that they use) to track conversion data.

In this dashboard, you can see that we track “goals.” 

For this client, “goals” are defined as a couple of things:

  • Form submissions
  • New phone calls
  • Email subscribers

The Point of This Article?

Track data. Remember what we said at the beginning of this article?

Running effective marketing campaigns as a public adjuster without tracking data is about as easy as taming a wild donkey.

It ain’t easy. And it ain’t fun.

Don’t try to tame wild donkeys. Gather data, learn from the data, and grow your public adjuster business.