How to Grow Your Insurance Business
Learn how to make your insurance business grow to new heights with tips and tools in this guide, and serve your clients using Talage technology.
Read MoreTrying to figure out how to market insurance products doesn’t need to be overly complex. There are many ways to go about insurance marketing, so it’s often a matter of putting your insurance agency out there and seeing what works.
That said, because there are so many marketing strategies and tactics your insurance agency could potentially deploy, it can be overwhelming at times to know what route to take. So, to simplify things a bit, we’ve put together this list of five ways to market your insurance products.
These are far from the only ways to go about building a marketing strategy for your insurance agency, but they provide a good mix of options that might ultimately help when it comes to selling insurance more effectively.
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If you’re wondering how to market insurance products, a great place to start is by spreading the word about how others have benefitted from buying your policies. One way to do so is to create case studies as part of your content marketing.
At their core, case studies as an insurance agency marketing tool exemplify how your insurance products can benefit your target audience. For example, suppose you sell property & casualty insurance policies to specific types of business owners, including small retail stores, restaurants, and hair/beauty salons. You could then create a case study for each of these customer segments, explaining how your insurance products helped these businesses. Ideally, your prospects can then picture themselves in these scenarios and feel motivated to purchase from you.
Oftentimes, a case study format includes information regarding:
If you’ve yet to create case studies, you may find that current clients are more willing to participate than you’d think, as that can give them good exposure too. Case studies also have the benefit of giving you more website content. If you take steps such as optimizing case studies for SEO purposes, you could increase traffic to your insurance website.
Similar to creating case studies, soliciting reviews can be a great way to solve how to market insurance products and how to market your insurance agency as a whole. Like with case studies, customers may be willing to provide reviews in part to publicize their own names, but they also may be willing to help out as an appreciative gesture. That’s part of why it’s important to deliver a great customer experience and form strong relationships, as clients may then be willing to help you out more often.
From there, having more reviews, ideally positive ones, can be helpful in several ways, such as:
In addition to getting reviews, another solution as to how to market insurance products is to get more referrals. Word of mouth can still be one of the best insurance agency marketing tactics. If you can get clients and others in your network to refer you to others who might benefit from your insurance products, you’re often a lot closer to closing the deal than if you started from scratch, like with cold calling.
Ideally, you can build what’s often called a referral engine, where the referrals keep coming in, seemingly like marketing magic. A few ways to build a referral engine include:
If you’re trying to figure out how to market insurance products, one of the first places you might turn is to social media. But it’s often not easy to find success just by sharing posts across every social network touting the benefits of your insurance products. You need to figure out what works for you on social media, as there’s a lot of competition, not just among other insurers but among all the other people and brands sharing content.
Some ways you might find social media success in terms of insurance agency marketing include:
Digital marketing channels like social media and email can be great, but don’t discount physical mail. Some insurance agents have figured out how to market insurance products by launching direct mail campaigns. Whether you send letters, postcards, flyers, etc., you may be able to stand out by showing up in a prospect’s physical mailbox.
A U.S. Postal Service study finds that around two-thirds of consumers think physical mail is more personal than the internet. The study also finds that one thing they want commercial mail messages to help with is overseeing finances. So, that could create an opening for insurance agencies to use direct mail as a way to position their brands as ones that can help financially, such as in terms of managing budget risk.
All of these insurance agency marketing ideas can potentially help you sell insurance products more easily, but some might work better for some insurance agents than others. Consider trying these out to see if you can find some success, and if a couple stands out, then you can dedicate more resources to use these as the base of your marketing plan. Figuring out how to market insurance products can differ a bit from one insurance business to another, but focusing on these areas can be a good place to start.