The “And I Quote” podcast recently hosted Nick Berry, marketing operations manager at Better Agency, as a guest. Nick is deeply tapped into marketing strategies (including those with song lyrics) and shared tactics agents can try with their marketing efforts in his conversation with Bobbie Collies, chief growth officer at Coterie.
“Our big goal for the company is to help insurance agents sell $1,000,000,000 in premium,” shared Nick. “You’re not going to do that with a fragmented set of tools.”
All the tools
For independent insurance agents, managing different digital marketing tools can be overwhelming. The plethora of tools available in the market can be a double-edged sword, and managing all of them efficiently can be a significant challenge. The fragmentation of tools often results in confusion, wasted time, and can lead to a disjointed customer experience.
The importance of service and the human touch of insurance is what differentiates independent agents from other insurance providers. With the right tools in place, you can centralize operations and improve service delivery.
You can streamline operations with a sales-driven Customer Relationship Management (CRM) and Agency Management System (AMS) system. A sales-driven CRM and AMS system can help manage your sales pipeline, customer information, and policy information all in one place. With this tool, you can track customer interactions, set reminders for follow-ups, and automate routine tasks.
Email marketing
Email marketing and automation keep customers present and engaged. Email marketing is an effective way to reach out to your audience and create brand awareness. The focus should be on creating check-in and expectation-setting emails that provide value to customers. However, not all email campaigns are successful. If you are not getting the desired results from your email marketing campaigns, it is time to analyze your data and create actionable insights.
One trick is to send emails from a person rather than a company name. People are more likely to open and respond to emails that come from a person. It makes the email more personal and creates a connection with the recipient.
Test, test, test
AB testing with subject lines is another effective way to improve email marketing campaigns. You can test different subject lines and see which one performs better. Nick suggests using song lyrics in subject lines as it invokes emotions in people and leads to high open rates. The key is to be creative and come up with subject lines that resonate with your audience.
Understanding human psychology is crucial when it comes to marketing. By understanding what motivates people, you can create marketing campaigns that resonate with your audience.
Data analysis can help create actionable insights for email marketing campaigns. While open rates are a leading metric, click-through and response rates are more important to measure. If people are opening your emails but not taking any action, then you need to rethink your email marketing strategy.
It’s important to remember that the human touch of insurance is what sets independent agents apart. By using these digital marketing tools effectively, independent agents can enhance their customer service and provide a unique and personalized experience to their customers. Listen to the full episode.
