Insurance is a referral-based industry, and in the past, smaller, independent agents who were solely dependent on this source of new business.
However, there are now so many low-cost marketing options for smaller companies, like neighborhood insurance offices, that it is not just worthwhile but absolutely necessary that you engage in some marketing.
Most opportunities may be found online. Insurance agents may develop a local brand using low-cost internet marketing and hyper-targeted social media advertisements. Although they are still crucial, online reputation and referrals are related.
Here are a few components of modern insurance agency marketing. If you put them into practice, your local brand will flourish, and you'll generate more leads.
#1: Prioritize your Website
Nowadays, it's uncommon to meet a customer in person before they've seen your insurance website. Customers "feel out" a business online without even thinking about it. Both referrals and fresh leads fall under this category.
Therefore, it's critical that your website creates a positive initial impression. You require a crisp, contemporary style that exudes knowledge.
This website is conversion-based, which means that generating leads for the agency is its main objective. Front and center are a phone number and a form to seek an estimate.
In order to collect emails, many insurance websites additionally include gated content or an email newsletter sign-up. This works well for nurturing leads who are still looking at different types of insurance.
With the correct website builder, creating professional website designs is neither expensive nor time-consuming. An independent agency has no justification for having a subpar website.
Tip: Provide pertinent information.
Information is a lead-generation tool for insurance brokers. People have questions about insurance, so when you provide clarification, you gain their trust.
Create a blog, an email newsletter, and social media updates with helpful insurance information. This will assist you in nurturing leads, keeping in touch with current clients, and enhancing the SEO of your website.
Make some videos, and post them to your YouTube channel, website, and social media.
Use images as well, such as an infographic.
#2: Provide quick, simple estimates
Leads desire quotes the most when you provide insurance. We live in the era of Progressive "price tool" and Geico's "15 minutes."
Online shoppers anticipate fast. If you make them wait, you lose the advantage.
Independent, neighborhood agents used to frequently combine giving estimates with a free consultation. It used to be able to schedule in-person meetings with the goal of giving an estimate.
You will destroy your lead generating if you try to accomplish this right away. You must now offer real-time quotations.
Streamline your quoting procedure and utilize it to welcome potential leads. Use it as a springboard to provide additional very valuable advisory services that come from a local agency.
#3: Take care of your standing
Online reviews are equally significant to your website's content, which is also very important.
The majority of services, including insurance agents, are now subject to internet user ratings. Their choice to work with you is greatly influenced by what is mentioned about you in those reviews.
Your service itself is the first step in this. Recognize how your marketing is impacted by everything you do with customers. Customer service must now be ingrained in a company's culture. When in doubt, prioritize the demands of the client. overwhelm clients with your offerings.
Follow up with folks as well to motivate them to give you reviews. Mention it in call follow-ups, or send an automated email, such as this one, to follow up:
Try to solicit reviews on the important websites, such as Facebook, Top Rated Local®, and Google. Yelp has a clear policy against asking people to leave reviews, so avoid doing it.
Pay attention to what people are saying about you, and address any unfavorable comments. Reviews are a fantastic resource for obtaining client input that can be used to enhance your service.
Find out more about getting favorable evaluations.
Many independent insurance providers still do a poor job of soliciting or emphasizing feedback. If you do, your lead generation will significantly outperform the competition.
Pro tip: Include endorsements on your website.
Put client testimonials on your website since this is another fantastic method to be proactive about consumer feedback. By doing this, you may persuade them to see favorable reviews before they visit other websites.
You can have a testimonials page, but placing the material near your calls to action across your site will be more successful. Testimonials on video are also quite powerful.
The majority of insurance websites make sweeping statements about the benefits they provide and how much they cherish their customers. But they provide scant evidence.
Let your clientele speak for you rather than bragging about how fantastic you are. With audiences now, it has more persuasive power.
Additionally, you may include reviews from Facebook or Google using widgets, and the Top Rated Local badge connects to the page where all of your reviews are compiled with a rating score.
#4: Publicize your referral system
There are no hotter leads than those generated through recommendations. Through a rewards-based program, you may persuade customers to refer you to others.
Having a little incentive specifically for a referral that results in a quotation is the ideal approach to manage a referral program. You may also hold draws on a monthly and yearly basis.
Make sure your existing customers are aware of your referral program. You may inform people about monthly or yearly lotteries using social media posts.
#5: Be a search marketing expert
You should appear in local searches for insurance-related terms in order to increase traffic to your website. There are three strategies for taking control of search results.
Pay-per-click marketing comes first. Systems based on auctions, such as Google AdWords and Bing Ads, are used to conduct these advertisements. Here, the key benefit is that you display in the top spots (reserved for paid advertisements) and that you have complete control over the ad wording and landing page. After a severe storm, for instance, you could wish to run an advertisement for hail damage insurance. This offer can be met by your advertisement and the page it links to on your website. Even better, you may direct the advertisement to just appear where the damage is greatest.
The next step is to register with Google My Business and gain ranking. For geo-targeted searches, Google employs this platform for listing and reviewing places on maps. It is a free listing that you may improve with your descriptions and client testimonials.
The organic website listings are the next. These are also cost-free hits that you may receive by increasing the position of your website through keyword optimization, link building, social media traffic, and blog content addition.
#6: Produce a business video
A marketing video is a quick and efficient approach to explain the value you provide.
#7: Provide a specialty
Today, there are far too many alternatives when it comes to insurance. So what makes working with you appealing?
Many independent agencies lack a distinct value proposition, which prevents them from having a very strong response to that issue (UVP).
A UVP is a skill set that you have mastered. You alone provide this service. You are a better option than the competition because you offer a unique solution that addresses a specific issue.
For this agent, the expanding legal marijuana market in Colorado offers a significant financial potential.
The majority of independent insurance brokers tout their individualized services and benefits over large, national insurance corporations. That's a valid UVP, however keep in mind that you could need to get much more specialized.
Think about factors that provide you a specific edge, such as the sorts of incidents or accidents, health issues, company verticals, or financial considerations.
#8: Utilize retargeting.
Retargeting banner advertisements are a good way to advertise on Google and Facebook.
People who have previously visited your website or Facebook page will see retargeting adverts. These banner adverts encourage them to visit your website again by bringing back memories of your company.
Retargeting is effective because internet users frequently pause and become distracted. These advertisements serve as a polite reminder for them to increase their insurance.
#9: Benefit from Facebook advertising.
A fantastic tool is Facebook advertising. It enables you to precisely target audiences based on their interests, life events, and demographics.
Even better, you can use the list of your current clients to build a lookalike audience, which is exactly what it sounds like: a group of people that share a lot of the same traits as your client list.
Additionally, you may retarget users who came to your website or engaged with your Facebook or Instagram accounts.
It's crucial to have a Facebook company profile so that you can promote there. Many people will look you up on Facebook to get a feel for you, just as they do with your website, even if you probably won't gain much of an organic following for your postings. You may create an estimate request form and use messenger to speak with leads directly.
Another weapon in your toolbox that works well for acquiring and nurturing leads is Facebook.
#10: Use CRM and marketing software.
You are correct if you believe that tracking all of this digital marketing would be challenging. Keeping up with all the channels, technological advancements, and emerging communication trends is quite difficult.
The secret to success is using the correct marketing software. To begin with, you must employ customer relationship management (CRM) software to monitor client and lead activity. This is essential for insurance brokers simply so that you can keep organized.
However, it's also a fantastic tool to follow a customer's path from lead to loyal customer.
Salty Red Dog Marketing, LLC is a marketing agency in Red Bank, NJ, Westport, CT, and everywhere in between. We service businesses with marketing strategies, digital marketing, social media, and consultations.
Phone: NJ: (732) 802-6205 // CT: (203) 429-9671