Fact is, consumers need health insurance and life insurance to avoid those costly out-of-pocket expenses that can really create a hardship for a family or individual. As insurance agents, our job is to educate the public about the importance of these products and help guide them in making the best possible choice based on their situation. As we all know, there is no such thing as a one-size-fits-all plan. The challenge is always getting in front of more people to spread the word. This is where a marketing plan comes into place. A good marketing plan is essential for growing and maintaining your business. Fortunately, you do not have to be a marketing expert to pull it off. At The Premier Agency, we believe in providing our agents There are many simple things you can do to create a successful campaign.
You need to set specific goals around your business message and target audience. These goals must be SMART (specific, measurable, achievable, relevant, time-based). Best-selling author, Jill Konrath, says it best, ‘sales is an outcome, not a goal.’
Next, create a marketing budget to suit your goals. Put aside a certain amount of money to spend on the marketing channels you want to use. Look back at last year’s budget, if there was one. If certain channels did not perform well, cut those costs and focus your money on what will work.
Ask every new client how she found about your business and make a note of it. This will help you figure out what marketing strategies are working. Then you need to get rid of what is not working because you have real work to do.
Encourage Online Reviews
Tell your clients to leave online reviews. Add a link to your company’s website that allows customers to leave reviews. You can also have a sign hanging in the office. Tell customers as they are leaving to do an online review. It is critical to read these reviews on a regular basis. Tread lightly on responding to negative reviews. Customers need to know that you care about their feedback and can take criticism. Resolve issues as soon they come up. This shows people that you are humble and on top of things at your company.
Getting involved with the local community shows that you are not all about making money. Sponsorships for youth sports teams, community events, and local non-profit groups are a great way to get your name out there. It will also attract new clients who want to support such causes. Community involvement is great PR!
Like it or not, you must have a strong social media presence to get business, stay in business, and be successful. It is the fastest and easiest way to gain new customers. You can reach your target audience inexpensively with social media ads. Consider offering a discount to customers who check in online. Share your insurance expertise with people on certain LinkedIn groups. Embrace the ways social media will help you network with others and gain attention for your business.
Much like online reviews, customer surveys are a great way to see how your insurance business is really doing. Open-ended responses are a great addition to your marketing materials. Ask customers how your business can be improved. Remember, it is important that insurance agents, especially independent ones, are able to take criticism. To ensure a good response rate, offer an incentive for completing a survey, such as a gift card.
As always, if you have any questions or if we can help you or your agency in any way, please give us a call! We are dedicated to helping our agents be successful!