By Katy Kelly, Director of Marketing, Talage
Odds are, you’ve already heard the basic insurance marketing tips and tricks, like “establish a social media presence” or “grow your email list.” In many cases, though, these commonplace marketing ideas aren’t so simple to execute. With so many people trying to get attention on social media, and with people’s email inboxes flooded with newsletters, it can be tough for insurance agents to stand out. That’s why turning to some of the more underrated insurance marketing tips and tricks can be so valuable.
While these less-heralded marketing ideas still require commitment and effort, they can potentially help you break through more than if you just tried generic approaches. These underrated insurance marketing tips and tricks include the following:
- Boost Your Local SEO: Trying to rank highly for search terms like “commercial insurance agent” might not be realistic for individual agents, as you not only have to compete with other agents near and far but also large insurance brands, news sites, research firms, etc., that might use those keywords. Instead, you may have better luck being found online if you focus on local SEO.
Aim to include keywords related to local areas like your city and state, especially if you can identify terms that other agents don’t seem to be targeting. Boosting your local SEO doesn’t mean you can’t serve clients outside your immediate area, just that it could give you a better opportunity to be found online by relevant prospects.
- Find Niche Groups to Network In: Similar to getting more specific with local keywords, insurance agents can also have more marketing success by potentially focusing on niche groups for networking. For example, trying to stand out in a general LinkedIn group for small business owners nationwide might not be easy. But perhaps you’d have better luck joining a group — online or offline — that focuses on a more specific area. For instance, you could join a local business group. Or find a more niche group such as one like cybersecurity for small businesses.
- Develop Content Partnerships: Another way to get more mileage out of your marketing efforts is to team up for content. Instead of just creating a blog post about business budgeting and sharing it on your social channels, you could partner with a small business CFO. Then incorporate that CFO’s insights into your content to create a more unique post, while also giving that CFO’s company exposure to your audience. The CFO’s company could then share the article on their channels, so you both get to expand your reach.
- Learn Your Cost Per Lead: If you don’t already have a clear cost per lead, learn that number so you can get more from your marketing efforts. For example, if you run social media ads, track your spending on those compared with how many new leads you get, such as if they click through on the ad to then sign up for your email list.
If you then see that your cost per lead for certain social networks is lower than others, you might decide to invest more in those with a high ROI. Conversely, if you see that you’re spending more per lead than you would likely bring onboard in revenue, then that’s a sign that you need to switch your attention to another marketing channel, like creating more inbound blog content.
- Ask for Referrals: Lastly, don’t be shy to ask for referrals so that you can have more outbound marketing success. For example, you might send a thank you note to a new client, asking them to refer you to friends and family or other professionals if they enjoyed working with you. Many people are willing to help in this regard, they just need a nudge.
Once you do get those referrals, you might find that you’re better able to close those deals, since you’re starting warmer than when randomly reaching out to potential prospects. Getting more referrals can also free up more of your time that you would otherwise be spending on searching for new leads. With that time, you can dedicate more resources toward improving your marketing by crafting more detailed email newsletters and blog content or engaging in real conversations on social media.
Improving your insurance marketing doesn’t have to be overly complex, you just might have to try a few less obvious ideas. Focusing on more local, niche topics can help you avoid getting lost in too large of a crowd, and partnering with other professionals can help you expand your network. Keep in mind that marketing takes time. There are things you can do for instant results (e.g., advertising), but even with those, you still need to test and tweak to refine your marketing tactics. From there, knowing how and what is working can help you determine where to direct your time and money, and asking for referrals once you’ve gained customers can help you increase your efficiency even further.
See if any of these insurance marketing tips and tricks can help you pull in more prospects, and then be sure to have a solid sales process in place to close these new deals.