The insurance industry is infamous for being behind in the technical world. Agents are still taking out yellow page ads and direct mail postcards to attract clients instead of using cheaper, easier techniques available to them online.
Marketing is all about gaining visibility in your field – becoming someone familiar and trustworthy to your clients. And believe it or not, just by being around every day, they’ll trust you. Think about it – it’s easy to make clients out of people you’re around regularly. They don’t have to think you’re the best in your field, they’ll visit you when they’re looking for your service just because they know you, and you’re around, and you’re available to them.
Social media allows you to be that type of presence to people you aren’t around every day. Just by being a presence on the web, your business gains visibility with strangers. The playing field isn’t what it used to be. Your competitors are posting content online and stealing clients you could have just because they are there, and you aren’t.
1. Don’t Procrastinate.
We can all come up with excuses as why not to do something. But, marketing does not necessarily have to be an expensive and overwhelming endeavor. No matter the size of your agency, anyone can use marketing tools and techniques to grow your business even more. It just takes some focus and planning to get started.
2. What do you want to gain?
This is an important question to ask yourself. Do you just want to establish an online presence? Are you trying to connect with current customers? Are you trying to find new customers? Are you trying to reach those potential customers that are on the fence and convince them that you are the agency to go with? Knowing exactly what goal and outcome you are trying to reach is important as it will shape what kind of marketing technique and strategy you are going to implement.
3. Who is your target customer?
It is easy to get ahead of ourselves as we want to reach everyone in every corner of the world, but it is important to know who your customer is and what they need. If you can stay focused on your target customers/audience, it will be well worth your marketing efforts and those loyal customers will help establish as well as grow your business.
4. What is your niche?
Is there something special you can offer? What sets you apart from other agencies? Build upon what makes you unique and different from what other agencies may offer customers.
5. Establish your online presence.
You want your agency to be relatable and present where your customers are. Having a business Facebook page, Twitter, LinkedIn, etc. are great ways to not only market your agency, but it is a great way to keep in touch with clients as well as connect with potential new customers. Make sure you’re setting enable EVERYONE and ANYONE to see your content. Transparency is always a great marketing strategy.
6. Don’t have an online presence just to have one.
The worst and most unprofessional thing a company can do is to have an online presence that is not utilized. When people search for your agency online and what pops up is a Facebook page with an article posted over two years ago, potential customers may think twice. It is necessary to post relevant information in a timely fashion. If you are going to be present, well then, be present.
7. Vary your content.
Post pictures, articles, videos, etc. But, always ask yourself if this demonstrates the type of business you are and does it promote the type of reputation you wish to have?
8. Put a face to the name.
People want to know who is in this company. If you decide to have an online presence as part of your marketing efforts, completing highlights on employees within your agency not only puts a face to the name, but it can also enhance credibility in the minds of potential clients.
9. Choose wisely.
What platform is best for your agency and what you are trying to accomplish? Do you REALLY need to be on Snapchat? Do you REALLY need to be on Instagram? Be where your customers are and be relevant.
10. Get your name out there!
Yes, Facebook and LinkedIn pages are great and are a definite must in this day and age, but some good old fashion community outreach and volunteering are great grassroots ways to establish connections and foster relationships. People will begin to recognize your agency more if you are present and visible in the community.
11. Local awards.
Does your town or city have awards for highlighted in publications? APPLY! Most of the time, the recipients are highlighted in publications, furthering your brand, name, and agency even more! This also helps with enhancing credibility and trust.
12. Think like a customer (or potential customer).
Put your self in your customers’ shoes. If you saw this post online, article, or image about an agency, would you want to do business with them?
The Smart Choice Guide to Marketing
So how do you compete in a market that’s so oversaturated in marketing messages? Work smart, and use what you have. First and foremost, one of the biggest focuses of marketing – something that hasn’t changed since the industry’s inception – is how visible you are to potential customers. The 2017 Marketing Issue of the Smart Choice Magazine focuses on ways to develop effective marketing strategies so you can work smarter and grow your agency.