Four practices for improved insurance marketing

What makes the top marketing agencies so successful? What are the habits and practices that major marketing agencies engage in? Here are four tips that every marketing company should know.

1. Marketing equals investment

There is one universal truth about marketing insurance policies — you get out of it what you put into it. Marketing is an investment of both time and money. A genuine commitment of time, energy, expertise and dedication acts to expand your business, retain existing customers and convert new business.

2. Everything you do is marketing

Marketing is not only the advertising of your company, it is also everything else you do from answering phone calls to designing your website. How agents answer the phones, how long it takes them to follow up, the emails they send, and the help and support they provide to their clients.

3. Strategy takes time-based

The process of marketing takes time. A marketing strategy rarely will have immediate results. Bigger results take time to be implemented and acknowledged by potential leads. Results will build on one another.

4. Measure your success

Measuring your progress in terms of the number of leads acquired is key to success. Only once agencies begin to track their growth, they will be able to see which marketing strategies work and which do not.

What to expect in your first year of insurance marketing?

The first thing a new insurance marketing agent must know is how to market their agency. Using a consistent voice across all marketing channels and accounts is key in growing any marketing company.

Mistakes are bound to happen, it is important to know that even experienced insurance marketers have periods when they can not seem to make things work the right way. Learn your lessons well, as they are the foundation to your future success. The first year of selling insurance will be tough, but do not give up before you master to work leads and convert them for your agency.

Here are a few helpful tips to survive your fist year in marketing:

  • Master the voice of your company
  • Try different and uncommon marketing tactics
  • Stay curious and inquisitive
  • Always put the customer first
  • Understand your target audience
  • Set an achievable sales goal

All you need to be successful selling insurance, aside from having a go-get-it can-do attitude, is to spend time learning and investing in new marketing tactics and skills. The key to success in the insurance business is the ability to educate yourself.

Insurance marketing is a huge commitment of time

If you’re going to be in business, you need to be in it all the way, not just part time. To make it huge you need to have the drive and desire to be the very best insurance agent you can be, to sell the best products and offer premium customer service. If you don’t have the desire and drive or if you believe you’re destined to be just a mediocre agent, then that is what will come to pass.

Offering the best and being the best is a huge time commitment. Are you ready to roll up your sleeves and dive right in? Look at your competition closely and find out what they are good at and how they do it — make great sales. You can always learn something from the competition.

While you may think you don’t have the time to make those vital calls to leads, go to that charity lunch, or make a presentation at your Rotary Club. You really cannot avoid doing those things. They are the lifeblood of your business. You are presenting yourself to people who may become your customers. Make that huge time commitment and watch your word-of-mouth referrals increase.

You’re in a good group on LinkedIn, but now’s not the time to start selling hard

Even if you manage to join several really good and relevant groups relating to the insurance industry, or even connect with other groups whose participants may need insurance, it is not the place to start selling your services and policies right off the bat. Do not post messages that sell your services. Who wants to be regarded as the pushy insurance sales person only there to sell stuff? Additionally, most groups forbid members selling in the group.

Instead of posting material that might get you on the wrong side of group members, post relevant content about the insurance industry, helpful tips or tactics to deal with claims, how to best help an elderly policyholder find what they need and so forth. Tell stories. Help others. Reply to questions citing your own experiences in selling insurance. All those methods of communicating are relevant and still get the message across that you are an expert in your field.

Sometimes less is more, even when it comes to marketing yourself, your agency, your expertise, services and products.

Sell insurance? Only join insurance related groups, right? Wrong

Don’t just stick to your own groups. The best networking is to be had by joining other groups as well and not just those comprised of other agents, brokers, wholesalers and insurance carriers. Scout around for groups applicable to your demographic target market. For instance, small business owners who may need group insurance, or senior’s groups discussing Medicare and Medicare supplements.

Think outside the box as they say and it will become second nature for you to expand your searches for prospects into many seemingly unrelated areas and groups — because no matter what the group, everyone is bound to need insurance of some sort. And one other tip that comes in handy as well. Look for any lead names you bought from a lead generation company on LinkedIn. It’s a good way to start a conversation about other things, including insurance.

Write and post good articles on LinkedIn to increase traffic to your profile

Use of the long-form publishing platform on LinkedIn is one of the best ways to showcase your expertise and experience in the insurance industry. Make the article interesting, thought provoking, entertaining and filled with insider tips and tactics. You do not need to focus on what your products are, as readers will rightfully assume you sell insurance.

You want those who read your material to know you are intimately familiar with the ins and outs of buying insurance, know how to find what people need without a hassle, understand the latest changes in the industry and are customer service oriented to the nth degree.

In short, by sharing your knowledge you are demonstrating to others that you are an expert, don’t toot your own horn, know how to make complicated policies and concepts easy to understand and are dedicated to making sure clients and potential customers get what they need, when they need it.

Good communication is not just relevant when it comes to your insurance website

Although you may be aware that communicating with your customers and potential customers is a vital requirement on your website, you may not extend the same thought to your blog or your LinkedIn profile. Some business gurus update their profiles religiously and there is a good reason for this. Those updates make them highly visible and showcase their experiences.

If you want to be sought after and regarded as an insurance agent or broker to deal with because of your experience and expertise, make sure your contact information is detailed and clear and includes your address, a link to your website, blog and/or YouTube productions and a phone number where you can be reached. Yes, a working phone number that connects directly to you. LinkedIn is not a dating site. Your phone number is only used to do business and make a date to discuss insurance options or a group policy proposal for a small business.

If people cannot connect with you, you insurance business is not going to grow as much as it could.

What you do with the skills and endorsements section set the tone for your profile

This LinkedIn section — Skills and Endorsements — is an important one. It is the place to showcase your relevant skills, with relevant being the operative word. While it may be amazing that you can also do Reiki or build doghouses it is not relevant to selling insurance. So stick to what you know professionally on your LinkedIn profile and then reach out to ask current customers to endorse you.

Endorsement on LinkedIn is more than someone just clicking a box that says you are good at selling, public speaking or editing. It is a signal to others reading your profile that you have verified talents and others who have either worked with you directly, or know of you from others. In other words, the individuals who endorse you are also references. Treat them with care and respect. They may just send you a number of people who need insurance.


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