Are you apprehensive about marketing your agency online? If so, you’re not alone. Many independent insurance agents find the idea of finding customers online daunting. But the simple fact is that you need to invest in online marketing to stay relevant, competitive, and profitable (and to attract those Millennials we met in the last issue of Smart Choice® Magazine).
Here are five reasons why marketing your agency online makes good business sense.
1. It’s where your clients and prospects are.
Your clients are shopping online, reading reviews online, and connecting with their favorite companies on social media. Some of them are even purchasing insurance online without talking with a professional first. Your customers are already online. It’s your responsibility to go out and find them.
If you’re new to online marketing, tap your professional network or even your book of clients. Chances are you know a web designer or social media expert who can help you establish an online presence for your agency. Don’t forget that Smart Choice® offers a great deal on website hosting and templates, too.
2. The big players are already doing it.
You’re no stranger to competing with big carriers with big marketing budgets. But nowhere are the large direct-to-consumer insurance companies out-marketing independent agents than on the internet. Despite their looming presence, it is possible for the independent insurance agent to win new customers online.
To compete with the big players, take a page out of their playbook. Your agency’s website and social media pages should be full of interesting, high-value information for your current and prospective customers. Don’t be shy about asking for the sale, either. Let your audience know what you’d like them to do, whether it’s to schedule an appointment or request a quote.
3. It helps you compete on value, not just price.
The big direct-to-consumer carriers have made insurance a commodity. They’ve convinced customers that shopping on price is the only way to get a good deal on insurance. But you know better. Insurance isn’t just about the premium, it’s about the quality of coverage.
Use your website and social media accounts to educate your clients and prospects about why shopping on value is a better deal than shopping on price. Share stories from your experience selling insurance to illustrate why the mandatory minimum does not offer the best protection against risk.
4. Online marketing separates you from the rest of the pack.
Many independent agents are unwilling to invest in online marketing. If you are, it will set you apart from your competition. A good website and strong social media presence helps build your reputation as the insurance expert in your area.
To see what I mean, search for an insurance agent in your area using your favorite search engine. Do you show up? Does your competitor across town? Your search likely turned up a glut of captive agents and direct-to-consumer carriers. A well-maintained website and strong social media presence can help your agency appear on this list.
5. The internet can be a referral gold mine.
Most consumers have asked for a referral from their connections on social media. Many have written reviews of products and services. If you’re not connecting with your clients consistently online, you’re leaving these referrals on the table.
Make it simple for your clients to refer you by being easy to contact and connect with online. Ask your current clients to review your agency on Facebook or Google. When a customer shares your social media posts, thank them. The key to social media—and all marketing, really—is to cultivate your relationships with each of your clients.
Online marketing is an essential part of selling insurance, but you don’t have to go it alone. Smart Choice® offers agents free website design to drive prospects to your agency. Ask your state director for details.
Don’t Forget About Your Smart Choice® Website Resource
Smart Choice® offers website design and hosting at very competitive prices through our partnership with ITC. A website coordinator guides you through the process and helps you choose the template that’s ideal for your agency. Visit smartchoiceagentwebsites.com to browse template designs and get started on a website of your own.
The Marketing Issue for Independent Insurance Agents
Forget postcard mailings, costly advertisements, and all of the traditional methods of marketing you’ve used until now. You don’t need them anymore! Marketing your agency to attract new business has never been easier than it is in 2018. Why? Check out 2018 Issue 4 of Smart Choice Magazine for reasons why marketing your agency for growth is easier than ever — and how you can do it.