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.

Sell insurance to businesses? Then use LinkedIn as part of your marketing strategy

The biggest part of marketing successfully is being able to connect to your precise target market and figure out who makes the decisions at the top. Your insurance marketing strategy needs to include LinkedIn because it is different from Facebook, Twitter and Instagram in that it is business centric and needs a different approach to make it work to your advantage.

First and foremost you need a professional picture for your profile. Do not use a selfie. Do not post a photo of you in a bikini. Do not post a picture of you and your pals drinking. Look professional. This milieu is different and you need to use a very professional approach not a casual one.

Take advantage of the Summary and Experience sections to write a new explanation of how you can help customers. Do not cut and paste material from your resume. Write from the heart with passion and spell out how you and your services are able to help clients and prospective customers.

There are other ways to market besides electronically. Make sure to use them

Even though e-sales and marketing is a thrill and challenge and can hit massive numbers of people, there is still the tried and true traditional method of marketing – ads, direct mail, snail mail, networking and cold calling. Don’t eschew the old standbys and just e-market. Mix things up and use all methods of marketing. It is a good way to determine what really works the best for you when the comparables start coming in.

There is just one caveat when e-mail marketing, and that is Don’t overdo it. One email too many from an insurance agent is likely to get your emails blocked. You need to remember that the average number of promotional emails an individual receives may run up to 20 such missives a day. That means your email needs to stand out from the crowd and snag a reader’s attention. You don’t want people to scroll on past your emails.

How do you create read-worthy emails? It’s all about effective content. Work to create an actionable subject line — a call to action is best. Use images and different shapes in your mail. Designers recommend rectangles and squares to prompt readers to act. Circles and ovals are for telling brief stories because no one likes reading too much text. Make sure the overall effect is not cluttered, thus making your email look well organized and attractive.

If the science of email marketing is new to you, take the time to research how it works. It can only bring you more success in the long run.

Never forget that marketing is time and budget driven and if you take the time to do it up right, your ROI is bound to justify the investment.

Hot tips to market your insurance agency — how many are you doing?

Marketing insurance these days can be a bit of an uphill battle. That simply means you need to get creative to make your agency stand out.

Here are some hot tips to follow. How many of them are you doing?

  • News releases
  • Website Videos/Client Testimonials
  • Solid marketing plan for your insurance agency
  • An up-to-date website for your agency
  • Appropriate/applicable website analytics
  • Search engine marketing strategies for insurance agencies
  • Social media marketing strategies
  • Website visitor identification
  • A specific e-marketing plan for your insurance agency
  • An active blog
  • Online participation by Vlogging
  • Insurance webinar marketing
  • SEO and PPC insurance ads
  • E-brochures/case studies
  • Newsletter
  • Insurance agency telemarketing
  • Appropriate call to action for all marketing materials

Feel free to be even more creative in marketing your insurance agency. The sky is literally the limit when it comes to finding creative ways to maximize your exposure.

The two main ingredients to success in the insurance business are relationships and exposure

While the formula for insurance business success is mostly a no-brainer — get lots of exposure and build lasting relationships — there are a significant number of agents who do not know how to go about making that combination work for them.

Once upon a time there was no social media to leverage and calling friends and family and those you already knew was the key to building a business. While that, in part, remains true today, selling insurance is less about chasing the warm market and more about paddling in the social media pool. Think about the significant number of people you can reach on social media with your message — millions versus one call, one visit, one relative and so forth a week doing it the old way.

With contacts numbering in the millions, you cannot beat that kind of exposure. The issue is you need to know how to leverage that kind of access. And if you do not know how to use social medial to your advantage when selling insurance, you need to learn or get left behind.

When it comes to exposure and relationships, the old ways worked. However, today’s technology never stops evolving and relationships and exposure can happen at a heady pace if correctly leveraged. Use those marketing dollars to invest in training. That’s smart marketing.

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