Ways to market your insurance Agency and advertising tips
1. Everything We Sell Sheet – One of the reasons clients don’t buy more lines of insurance marketing and refer your agency more is because they don’t know what the heck you sell! I know it seems obvious to you but if you don’t make it crystal clear to clients they’ll only think of you for the products the ji y’re already own! Create an easy-to-read one-pager that shows everything you sell and have your producers review that sheet during your new customer on-boarding process. While you’re at it, make a corresponding page on your agency website to email existing clients and share on social media.
2. Get a Website You Can Use – With the technology available today, every insurance agent should have a website that looks professional and lets them to easily publish and edit their own content. If there was a local emergency and you needed to get a message out to your clients, would you have to wait for a developer to process the request? Check out this link for the most user-friendly insurance agent websites available.
3. Internet Leads – I know internet leads are frustrating because the information can be inaccurate, people aren’t always excited to talk to you and there’s always competition. But it’s hard to find an easier source of people in your market that want insurance right now. Unfortunately, there isn’t one company with the best leads for every agent – it varies depending on your market. I recommend using several lead providers while tracking ROI on your leads before committing to just one provider. There’s a ton of sketchy lead companies out there so be careful – Here are the best:
- Agent Insider
- All Web Leads
4. Keychain Tags – You know those thin plastic tags the grocery store, gym, and credit card companies give you? Include the agency’s contact information. Customers will use it because they want your contact info in an emergency and you want it on their keys so they can refer you any time. 😉
5. Get a Free Marketing Analysis –If you want to find out what’s missing from your agency’s marketing plan, take a few minutes to get a free online marketing analysis here. It’s built specificlly for insurance agents and after answering 20 or so questions about your agency you’ll get a detailed report full of ideas, suggestions, and resources to take charge in your agency.
6. Get More Referrals – There are three major reasons insurance agents don’t get enough referrals: they don’t ask, they don’t keep in touch with clients, and they don’t deserve them. Solve those three problems and it’ll rain referrals. If you need ideas check out this article “ways insurance agents can get more referrals“.
7. Search Engine Optimization – You need a well-optimized website to show up on Google but it takes a lot more to rank #1. Google and Bing look at your agency’s entire online footprint and rank you on business listings, reviews, content, inbound links, social media and a lot more. Most SEO guys don’t understand the insurance business so I’d recommend you either learn how insurance SEO works and invest a few hours a week doing the work or hire a Company that Specializes in SEO for Insurance Agents.
8. Keep a Voice Recorder in Your Car –When you’re driving and spot a commercial vehicle record some information about the vehicle and the phone number. You can call the owner later and explain where you saw the vehicle and that you would like an opportunity to make a bid on their insurance at the next renewal.
9. Use Sales Videos – Sales videos are great because you make it once and it can sell insurance a million times! Imagine giving the best pitch you’ve ever delivered to every single prospect! Record your sales explanation of each product you sell, publish it to your website, and send prospects the link. And if you don’t want to do it yoursef check out this company with a library of sales videos for insurance agents and start selling with video within an hour.
10. Local Networking Events – Chambers of commerce and professional organizations host networking events all the time and you won’t miss them if you signup for their email newsletters and pay attention. Make as many connections as possible and follow up with those who can assist your insurance marketing with referrals. Networking events are always loaded with salespeople so focus on how you can be different, help those you meet and have fun. And check out this article for 34 more ideas about insurance agent networking.
11. Carry Blank Business Cards – Have you ever made a really great professional contact and they don’t have a card to give you? Of course you can give them your card but then you’re dependent on them to contact you. Carry blank business cards with you and when you meet someone without a card pull out a pen and one of your blanks and say something like, “Oh, don’t worry. I’m always prepared so I carry blank business cards with me everywhere. What’s your phone number?”. They’ll never forget you.
12. Buy Insurance Leads – It isn’t easy generating a consistent flow of sales leads to your agency through your marketing efforts alone. That’s why most agents supplement their agency’s lead generation with purchased leads. Use this FREE insurance lead tool to find all the lead companies that sell leads for your target market.
13. Email Newsletters – If you want to build loyalty, boost referrals, generate leads and cross sell more an email newsletter to your clients is a fantastic tool. Just remember that people already get a lot of email and don’t want you wasting their time unless you have to have something valuable to say. If you can’t do it well use an email marketing service for insurance agents to produce professional looking newsletters and keep track of your results.
14. Door-to-door Relationship Building– It’s not easy, but it might be one of the cheapest and most effective insurance marketing strategies. To be successful with face-to-face insurance marketing orient all conversations around how you can help the organization (with referrals and promotion, not just insurance). Have a non-sales conversation prepared, like a local community event you are organizing and recruiting help for. Be respectful and make an impression without interfering or coming across as a typical salesperson. Get x-dates and follow up with the decision makers before renewals. You will be surprised how many non-commercial insurance leads you get.
15. Customer Video Testimonials –
No one can sell the benefits of doing business with your agency to a customer better than another customer. I’m sure your agency has a client or two that are bananas about your agency, ask them a few questions and film it with your iPhone. Don’t shoot the video testimonial with the client standing in front of a wall – make the whole agency be their background. It will have a more candid appearance and the lower quality will be less noticeable.
16. Donations for Quotes – Offer to donate a certain amount of money to a charity for every quote you get. Some of the big carriers get this one wrong by donating to a national cause. Donate to local charities and get your quotes from people that are actively engaged with the charity. Get them to post it to their Facebook page and let them do all the marketing for you.
17. Refer-A-Friend Page – Create a page on your website that allows people to refer their friends to your agency. Nobody’s going to visit your website and use this feature by themselves though, you’ll have to ask them to use it and remind them. You can email them a link right after you help them with something they appreciate like a billing dispute or a claim. And every once in a while post a link to your social media accounts. And if your website isn’t easy enough to create something like that yourself it’s time to get a new website.
18. Use Fiverr.com – Fiverr.com is an awesome resource where you can hire people to do all sorts of things for only $5. I’ve written about lots of different ways to use Fiverr for insurance marketing like designing flyers, writing press releases, business card design, content writing, video creation and more. I can’t believe what you can get for $5 and you won’t either.
19. Google Alerts – Googlet Alerts is a free service from Google that sends you an email anytime they find a new website with information you’re interested in. You can set it up to notify you anytime someone mentions your agency or to make sure you’re in the loop about all local insurance and business networking news. You also might want to check out Mention.net. We’re happy users of their free service at InsuranceSplash.
20. Twitter – I know that a lot of insurance agents don’t “get” Twitter. I understand because to be honest, I don’t totally get it and I’m an internet marketing guy. This doesn’t mean that you shouldn’t set up a Twitter page though. Just having the page for your agency gives Google a more robust picture of your agency’s online profile which should help search results. It’s not hard to set it up to just regurgitate your Facebook posts automatically either.
21. Get Free PR – HelpAReporter.com is a free service that connects reporters with experts to interview. When you sign up for an account as an expert you’ll recieve 3 emails a day filled with opportunities to be the “industry expert” for a reporter who needs to interview someone to write a story. If you want to be interviewed, respond quickly and sell hard on why you’d be the best expert to interview.
22. Downloadable Whitepapers – A Whitepaper is basically just a fancy term for an informational report. You can turn it into a PDF and put it on your website either to generate leads or to give out for free. Keep it simple and create something highly relevant to an insurance shopper like, The Top 10 Insurance Mistakes Chicago Families Make and How to Avoid Them. It’s a bit trite, but you get the point.
23. Rank High in Online Maps – People find local businesses using their mobile devices more and more. And if they’re already looking on a map you can be sure they’re serious about wanting a local company! When it comes to putting your agency on the map you’ve got two choices: do it yourself, or hire a company that will get you better rankings. There isn’t a much better way to get your agency in front of insurance shoppers at the perfect time than through good search engine and online map rankings.
24. Sponsor a Motorcycle Ride – Except for the occasional adrenaline-junkie, motorcycle riders are usually fantastic insurance customers. They are very safe drivers on two and four wheels and today’s motorcycle owner often has many other insurance and financial service needs. Motorcycle insurance marketing is a great lead-in to other insurance lines.
25. Post Client Letters – If someone writes a letter, sends an email, or posts a positive comment online about your agency, print it out and post it in a visible location. Shoppers look to others for guidance. Reading many letters from others about the knowledge, care, and protection your provide will only improve their impression of your business.
26. Buy a Closing Agency’s Phone Number – If you know any local agents that are closing down their agencies it may be possible to purchase their phone number after they close. It can generate a lot of phone calls from people who have the old agency’s information. Sure people will be calling in for the other agency, but you can still help them with any of their needs just as well. (and probably better, right?)
27. Photograph Local Events – I imagine you’re already going to local community events in order to meet more people and gain local connections. Start taking pictures of the events and post them to your website and/or social media accounts. It can draw lots of people to connect with you on social media or to visit your website. It’s also great for developing a connection with the local community.
28. Park a Wreck in Your Lot – Convince a junkyard to park a wrecked vehicle in front of your office for a couple days. It will draw attention and create a mental connection between your agency’s location and insurance. If your local government or landlord gives you a hard time, remind them it is raising safety awareness and at the very least try to get them to allow it for a day to generate buzz.
29. Referral Marketing Exchange– I know many agents that offer cash incentives for real estate agents, mortgage brokers, and car salesmen to refer their insurance agency (This is illegal in some places). There may be other options to reward referrals that are more affordable to you and/or more enticing for them. For instance, you could agree to pay for a mailer to send out to their clients. When a real estate agent sends you a lead, instead of paying them cash agree to send their client a birthday cards in their name for the next five years. It may be easy for you if you already have a similar process in your office.
30. Join the School Board – The school board is a fantastic way to meet many families and local businesses owners in the community. Being on the school board will give you easier access to marketing opportunities to parents and young drivers.
31. Insurance Leads Fishbowl – Leave a fishbowl on the counter at a business where your prospects like to shop with a sign that says you will be drawing for a gift card to the establishment. Use the cards for leads. You could even reach out to all the people who didn’t win and offer a $10 gift card to the store just for getting a free quote. Everybody wins!
32. Wear Your Business – Invest in some nice shirts with your agency’s name clearly visible. Wear them everywhere, especially to school and community events. Give a bunch to your staff if they’re willing to wear them in public and you’ll have a powerful branding effect. Shirts are expensive to give out to clients, so save them for clients you think might refer your business.
33. Customer Surveys – Surveying customers about service quality has marketing benefits. You can identify opportunities for improvement and show clients they’re important. Also, when customers give you positive ratings it reinforces the value of your agency in their mind and yours. If you’re looking for a service that helps insurance agents survey their customers and get more 5 star reviews on Google check this out.
34. Connect Locally on Facebook – Any insurance agents that is going to survive in the future will need a strong social media presence. Read the Facebook marketing strategy that works for insurance agents for a new approach and check out this free resource we created with over 30 ideas and strategies for Facebook marketing for insurance agents.
35. Write in the Local Papers – Writing content for the local paper can provide more visibility than standard advertising. Most papers right now are struggling for revenue and may allowing your advertorial content. If you can, purchase a visible ad for your agency on the same page of the paper where your article appears.
36. Business Networking Groups – BNI is the biggest business networking groups but there’s lots of other ones too. They often limit membership to one person per industry and insurance is often filled. Take advantage if you get an opening to join BNI or another group like it. And don’t forget the rules of networking for insurance agents.
37. Coach Youth Sports – Coaching a youth sports team allows you to meet many young families within the community. Think auto, home, Life, financial planning, 529, IRA, etc. Get to know the league coordinators as they are often well-known individuals within the community. Get some additional agency marketing by hanging a team picture in the office. It’s also a lot of fun, just ask the guys on my middle school lacrosse team.