Gone are the days where you pay for an overpriced billboard or full-page ad in your local newspaper to lure in new customers and play with the big boys. Today, the playing field has evened out, thanks to the Internet and digital marketing. However, this also poses additional concerns: Are your marketing methods targeting the right audience? Are you converting your audience into customers? How much is this all costing you?
In the age of digital and social media, marketing for the insurance agent has found a new avenue, but it can be a daunting task to navigate through all those platforms. If you're looking to bring in new customers, consider these insurance marketing ideas:
1. Research what your competitors are doing
Following trends is a must in an ever changing world. These days, not only has there been a massive shift in the way people buy, but also, who are buying. More millennials are establishing their businesses and buying homes and cars. Surely, you don’t want to miss out on this market. To address this, research is necessary. What’s the interest for your target audience? Where do they hang out? This is where the buyer persona comes in, but you can go further--observe what your competitors are doing. How are they addressing this new market? Even if your current marketing strategy appears solid, there’s always room for improvement. Don’t miss out on the current trends (and new customers) by sticking to what you always do.
2. Testimonials are the new word of mouth
We all heard the phrase, “Misery loves company.” Well, this certainly works the other way as well. When people are happy with your service and the products that you provide, they tend to pass that along. Happy people want to remain happy. Negative publicity spreads like wildfire, but happy and satisfied customers expressing their contentment has almost the same impact on your new and potential clients.
Social media marketing now includes asking for testimonials from your satisfied customers. You are actually doing your clients a favor. Instead of worrying if they are spreading the good word about your insurance agency, you’re doing the work for them by getting their testimonials and posting them yourself on your social platform. A word of warning. When posting testimonials, they need to state concrete and measurable results. A customer saying that you are No. 1 in the business does not necessarily explain why and how you are on the top of the insurance industry.
3. Get involved your community or chamber of commerce
On top of your digital marketing, don’t discount the power of face to face interaction. While social media needs to be one of your priorities in your insurance agent marketing, being involved in the community will always be a good avenue to reinforce your digital marketing.
Social interaction solidifies your presence and willingness to support and give back to the community. It helps reach out to new customers and assess their current needs. It can be a test of how you, as an insurance agent, can address that appropriately. Hosting events gives a face to your social media presence. You are not just an icon on their laptop or mobile screen. Going to events gives a human face to the Facebook or Twitter account they interact with, so attend as many as your schedule permits.
4. Make it easy to spread the word
If you're a non-captive agent and have a website, don't forget to add social media sharing icons to your homepage. You’re probably familiar with these icons: the bird, the G and the F. Those are only a few of the familiar images that you see on many web pages nowadays. The primary function of these icons is to make it easier for your followers to spread the word when they find something that they found useful or interesting.
If you're a captive agent, then you can make your social media posts easy to share, too. For Twitter, make sure you use images when necessary and keep your updates under 140 characters. For Facebook, make sure your posts are public and shareable.
5. Go mobile
If you have your own website as a non-captive agent, consider creating a mobile-friendly website. You might ask, why you would need one when you already have a website? Wouldn’t that just duplicate your work? This isn’t a duplication of work but addresses the ease of accessibility to your website from mobile devices. Most smartphones have a browser, but their screens aren't the same size as your laptop or computer. The result? Your graphics and messages would appear too small and distorted. Your customer would then have to enlarge the page which in turn would need them to focus only one section of the page. Who would want that? Having a mobile application or website solves this problem. Although not as functional as a full website, this serves the customer on the go. Most people do their shopping on the go so why miss out?
6. Give back to the community
Insurance agencies exist to give their customers peace of mind. New customers will be attracted to the features and benefits that your company might offer. Current customers love to support the business that gives back to the community. Join fun runs, fundraisers, sponsor school events, or volunteer at a senior home. It displays affinity and a sense of kinship. Being active in community activities displays that you have their best interests in being aware of social concerns.
7. Welcome feedback
Not all of these prospective clients will convert to full-time customers. Perhaps many of them have good reasons why they don't want to do business with you, and that's ok. Make sure you listen to any criticisms and take them in stride.
Your current customers might also have feedback for you. Seeking feedback for improvement demonstrates that you are there for your customers. Of course, don’t stop there. If the feedback is valid, make the change as needed. Anything that would benefit your client would benefit you as an insurance agent. Being open to new ideas exhibits flexibility and adaptability as an insurance agency.