Insurance Marketing Approach

Insurance Marketing Approach in 2018

With a new year comes new opportunities to hone your marketing strategy and increase your client base.  There are some important things you can do to make the best of 2018.

To make your insurance marketing dollars go the furthest, first and foremost make a plan.  You need to identify what you want out of your marketing campaign and how to get it.  Don’t stop with a goal, create bullet point steps and timelines to support that goal and keep you on track.  Whatever your ultimate marketing goals are, here are some ideas to get you started.

  1. Get social (online and off)

If you do not already have a strong social media presence, there is no time like the present.  Millennials are one of the largest growing demographics and they are notorious for wanting to conduct business as quickly and efficiently as possible relying heavily on technology.  For your business to grow, you need to get your company and brand to those technology-savvy consumers.  Social media is a terrific way to do this.  Facebook, Twitter, LinkedIn and many more platforms all give you the opportunity to showcase your business, what you have to offer, and your industry-specific expertise.

If you are uncomfortable with social media, you can always go online and find tutorials and how to articles.  You can also outsource this task to marketing experts who specialize in promoting your business on these types of platforms.

Your social skills shouldn’t be limited to the internet.  Consider joining a professional networking group or community cause.  Connecting with people in these types of settings lend to natural referral sources.  Don’t waste time being a wallflower.

  1. Re-evaluate your materials

It sounds simple but as insurance agencies grow the mission statement or brand can become convoluted.  What is your company’s missions statement?  What sets you apart from everyone else?  Does your current brand reflect those things?  Does your brand, from the logo on your business card to your personalized license plate reflect the same things?  Consistency is key.

While you are reevaluating, don’t forget to look back at 2017 and find out what worked for you.  Did you have the most success with direct referrals, cold calling or paid leads?  Spend the time to analyze the data you have so you can focus on your most successful practices moving forward.

  1. Optimize your website

Your website is the 2018 version of your business card.  It needs to be professional and on point.  It also needs to be optimized so that you find yourself at the top of search engine results.  Clients simply don’t use the phone book anymore.  More often than not, if someone needs a service, he or she is looking online to find companies, reviews and ratings.  You need to make sure that you catch the eye of prospective clients and are able to convert interest into sales.

  1. Get Personal

In this technology era, while millennials are known for their efficiency, the generations before them appreciate a personal touch.  Your marketing should include focused and consistent outreach to make each and every client feel valued.  This can include a birthday card or a phone call every 3 to 6 months to check in and see if insurance needs have changed.  It could also include an informational video about a topic that is important to your client.  The execution of this will depend on your time and resources but there is nothing better for business than a happy client.  He or she will tell friends, family and business associates about your services if you are able to communicate how much you value their business.

  1. Show Off

Demonstrate your services and how they can help people.  This can take the form of free seminars, webinars, your social media presence and more.  You can offer complimentary reviews of existing policies for a local church, lodge or community.  When it comes to promoting yourself and your agency, the sky is the limit.  This is where identifying your most valued customers and key demographics can ensure that you are devoting your time to the most appropriate audience.  For instance, if you are a Medicare expert and specialize in offering health and life insurance to the elderly, offering seminars at senior living facilities is a natural fit.

Your website and social media will also be critical in establishing your expertise.  Both provide you an opportunity to give potential clients important and relevant information and establish yourself as a trusted subject matter expert.  If a person is constantly visiting your website to answer questions about insurance, it greatly increases the likelihood that they call you for help.

With so many tips and tricks to help you make the most of your advertising, you need to pinpoint your strengths and objectives.  Resolve to market your insurance agency and have measurable goals in place so you can look back in 2019 and marvel at your success.

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