Being an independent insurance agent is a rewarding career, but the challenges that can come with marketing yourself and rising above the competition can be daunting. There are some clear and actionable strategies you can put into place to attract more clients and market yourself effectively.
When you think about the insurance products you offer, think about the target audience you want to focus on. If you only sell senior healthcare products, you want to make sure your message is targeting the senior demographic. If you sell Life insurance and Annuities, you have a much broader demographic that you can target. The goal is to reach your target audience with content that is meaningful to them.
People research everything online and that most definitely includes insurance products. If they stumble upon your website and you have little to no valuable information to share with them, they will quickly move on. Make sure your website is up to date, has a clear call to action, has your contact information easily accessible, offers the ability to run quotes, has informative information that educates the visitor about the products you offer and be sure your website is mobile-friendly. These are hard, fast rules that you need to have implemented. If your website isn't current and leaves the visitor feeling that you're not an expert in your field, they will not do business with you. You have one time to make a first impression, and your website is it.
SEO (Search Engine Optimization) is a complicated and ever-changing process that search engines continuously tweak. If your website isn't getting much traffic, then it may be time to consider working with a professional. Ranking high in search results takes a lot of work and it's not something that happens overnight.
Meet Them Where They Are
Think about the age of your clients. Baby Boomers who are enrolling in Medicare do more online than you may give them credit for. They bank online, have social media accounts, shop online, research online. Millennials, X-Geners and Gen Z do everything online. I personally, don't remember the last time I picked up a newspaper, listened to the radio, wrote a check, used cash or walked into a bank and I'm Gen X. The point is, people do things very differently today vs. 10 or 20 years ago. It's crucial to pivot and meet people where they are.
Free advertising exists and it's available on your social media accounts. Sharing relevant, educational, informative content vs. the standard, run-of-the-mill content churned out by every other agent is what will set you apart. Paid advertising on social media will get you even further and it won't break your budget.
Running ads on Google is a whole other game that is best left to the professionals. It's a complicated bidding process that no amateur should enter into. If you want to run ads on Google, be sure to research a marketing firm that can assist you with that and be prepared to pay for that service. There are many facets to running Google ads and where they will be displayed, as well as many types: search ads, display ads and video ads to name a few.
Don't let the agent down the street take your clients away from you because you don't have a marketing strategy in place. Be vigilant with your efforts and reach out to us if you need assistance. In this day and age, it's imperative to take the reins and make marketing an integral part of running your business.
Carolyn Portanova is the Director of Marketing at The Brokerage Resource and has been with the firm since 2012.