Even though we’re coming close to the middle of the year, it’s still not too late to start thinking about refreshing your marketing strategy.
When you’re working in the insurance business, if you want to boost your sales and your marketing efforts, you need to continuously adapt to new trends.
Here are our 5 best tips on how to revitalize your insurance business marketing strategy and accomplish your professional goals.
1. Get involved in social media marketing
Social media might sound tricky or unnecessary for insurance business marketing efforts, but it can be quite rewarding.
Use it to present your company – establish a substantial brand presence, show your visual identity, and introduce yourself to the community.
Once your profile is in good order, start thinking about the content you’ll post and the ways you’ll keep your audience engaged.
To get your creative juices flowing, it might be a good idea to “like” local businesses, organizations, and other pages, whose content inspires you.
Explore their way of communication, the types of content they post and begin creating your own style.
Start recording videos.
Facebook is a rather visual social media channel, so wrap your head around the idea of producing today’s most wanted content – video.
According to Quartz, Facebook executives predict all-video and no-text content by 2021.
Around 100 million hours of video are watched on Facebook every day, so why not use it?
Skip the uninteresting and outdated statuses, forget about posting old funny pictures, and join the video-venture.
Offer help and tips whenever you can.
Record short videos and promote special offers. Hand out advice and tips on the insurance business.
When purchasing an insurance policy, people want to find an agent who they trust completely. If you devote your social media strategy to sharing tips and helpful content, the outcome of your insurance business marketing will turn out better than expected.
“Just a little of that human touch.”
You’ll want to remind your audience that you’re not just another insurance agent.
Let them know you’re a human, too.
Share a couple of anecdotes from work, allow a short glimpse into your family life, let them know about your hobbies, and finally – don’t be afraid to ask for help.
Showcase your professionalism in the insurance industry, but look for advice from the others without fear of losing credibility.
You’re a human, not a sales-orientated-know-it-all robot.
2. Explore the world of content marketing
Including content marketing in your insurance business marketing strategy will help you reach all sorts of clients.
Yes, you should focus on clients who need to buy an insurance policy right now, but don’t forget about those who are merely considering it.
Teach your prospects the following:
- why should they invest in insurance
- how to find the policy that completely fits their needs
- things needed to have in mind when buying an insurance policy
- the qualities of a quality insurance agent
Purchasing an insurance policy isn’t something people like to do half-heartedly.
Share and promote content filled with vital information and that is applicable to all.
Pay attention to your customers…
because their questions should be your content.
Record a few videos that explain some (or all) of the topics and include it on your website.
Help your prospects even before they realize they need it. Promote your core values, your business models, your agents, and culture.
Don’t be just a seller – be a companion.
Let your audience know you’re dedicating a part of your time to explain curiosities.
Create an e-book, organize a webinar, or start Live Q&A videos on Facebook.
You can also start a blog.
You don’t have to post various essays daily: compiling a list of frequently asked questions, and thoroughly answering them, will serve as the perfect start.
Find the fitting medium for your audience
Creating content for multiple sources can sometimes be exhausting and time-consuming.
If you can’t make your breakthrough on Twitter or Instagram, don’t worry.
You don’t have to have a rock-solid presence on all platforms.
Choose the top three mediums with the most engaging audience and invest the rest of your time & energy there.
3. Refresh your email strategy
Whoever says that email is losing its importance is seriously wrong.
If you don’t have an email strategy yet, this is the time to include it in your insurance business marketing scheme.
People spend a lot of time in their inbox
Carleton study found out that people spend 30% of their time at work, and 50% of their time working remote, on checking email.
So, if they’re already there, why wouldn’t you want to slide into their mailboxes with your engaging and captivating email?
The truth is, your audiences and networks want to hear from you.
They like to know about the exclusive deals you offer, the news you’re bringing, or the information you’re giving out.
MarketingSherpa says that people not only frequently check their email, but 91% of them also like to receive promotional emails, especially from companies of their interest.
So, instead of spending massive amounts of money and investing in billboards, flyers, and tv-commercials, choose email.
Use personalized video email
Personalized video email in the insurance business enables you to reach members of your audience on a one-on-one basis. That leads to leaving the members of your network feeling recognized and cherished.
Including a custom-made, personalized video email sent after the purchase, after sending an inquiry, or after visiting your company lifts your communication to a higher level.
Here is one great example of how to use personalized video in practice.
Video email marketing boosts the numbers
The statistics cannot lie:
Last year, Lenovo increased its click-through-rates for 4.5 times and had 400% higher open rates.
The reason lies in sending personalized holiday-themed videos.
As we’ve already said, video content boosts engagement, both on social media and in mailboxes all over the globe.
Act-On found out that personalized video email resulted in more views, 2x higher engagement, and 62% more time spent on their landing page.
4. Track your results
Okay, now that we’ve got over some of the best insurance business marketing strategies, we need to talk about metrics.
To keep doing what works best, and fix what fell flat, you need to track all your efforts and endeavors.
One of the most significant success-indicators are leads, but there are also other crucial metrics.
People don’t share things they haven’t watched or read, so if you’re searching for the easiest way to value your content’s quality, look no further.
Each comment, like or share, will lead to an additional spreading of your content in the never ending realm of the Internet.
Even though likes are a “lazy” way of reacting to content, they bring you a certain level of additional exposure.
Comments and shares require a bit more effort, so whenever you get some of this, you know you did it right.
Time spent on page
Time on site or “Session Duration” shows you how long a user was on your website in total.
Scrolls, clicking on possible interlinks, and the so-called “website parking” are also some sorts of interaction, and they all make an impact on your bounce rate.
Even though Google doesn’t care about the overall bounce rate in search ranking, higher rates can be a handy indicator that something is wrong.
You can then play with the web wording, include more video content in your web, or readjust the design of the page, and watch the bounce rate downsize.
Leads, Subscribers, and Customers
These are the numbers that should always be increasing.
Set some goals and use various tools to get these going.
If you’re facing an issue of potential “dead leads,” reach out to them and bring them to life.
If you’re dealing with the lack of subscribers to your blog or newsletters, try to stir things up: add more exclusive content, or offer something for free.
Let your agents additionally contact your potential customers.
These can be taken care of only with continuous care and availability.
Your customers should feel that you care.
Sending a personalized video email to new customers will strengthen your relationship with them, and get you shiny reviews.
5. Build your networks both online and offline
Networking is an essential factor for your insurance business marketing strategy.
It can help you create new sales leads, expand connections with existing contacts, and acquire useful information about your market.
Networking can help you in:
- finding new businesses and contacts
- building new and existing relationships
- benefiting from support organizations
- positioning yourself as an expert within your market
- increasing your knowledge of your market and your industry
Identify the people you should network with and start arranging meetings.
Reach out to them by sending a video email, a direct message on social media, set up a video meeting, or head out to their headquarters for a chat.
Another great idea is to start joining Facebook groups that gather insurance business experts, enthusiasts, and satisfied customers.
Once you’ve completed the initial steps for networking, take a minute to look back, review what you’ve done, and what’s left to do.
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