The business of insurance is all about customers. Without them, you have no policies and with no policies, you have no business. Insurance is a necessary business and no matter how many people already have insurance, there will be more that need it in the future. People will come into new coverage situations. They will need to switch companies because of costs or poor service. Whatever happens, you need to be ready. That starts by having a solid client acquisition strategy in place first and foremost.
You might think it will be hard to keep up with the big names in insurance, but it’s like that in any industry. And besides, you’ve already got the upper hand because your small agency is much more attentive and capable of delivering the support that people need. Plus, if you’re an independent agency, you’ll also have access to more companies and policy options than a single insurance provider.
Mobile optimization is a critical part of your business marketing efforts. Today, the majority of consumers are searching for businesses from their phones or mobile devices. In the insurance industry, they also want to be able to get quotes, find out about their policy options, and learn as much as they can. They might even want a clickable phone number so that they can call, and you should make that available.
You can hire someone to optimize your insurance website for mobile devices. If you’re familiar with web design and basic optimization efforts, you can also endeavor to do it yourself, but it’s usually better to hire someone. Besides, even if you choose the best website design package, you’ll still only be using a fraction of your monthly budget on this tactic.
Cost: Free, unless you attend trade shows, join membership organizations, etc.
Word-of-mouth marketing and knowing people are big parts of the insurance industry. You should have a strong network of professional connections that show your clients and potential clients that you are worth their time and money. You can network with different companies and industries, depending on the insurance that you sell. If you sell property and casualty insurance, for example, you can partner with local real estate agents, property managers, and even car dealerships (in some cases) to generate more business.
You can also join professional insurance associations and groups, and if you’re a local company, attend or join any local events or organizations that may help you bolster your reputation and generate more business. Utilize online business directories and professional forums, too, because you’ll find a lot of great relationships there. Backlinks are also going to help you in this effort, so cultivate those where you can.
Cost: Free, unless you offer incentives
As mentioned, this is an industry where people talk. You want them talking about your insurance agency, but only in the best ways. This is why you should try to get as many reviews and referrals as you can. If you do good work, some will come naturally. However, you can’t wait on those and hope for the best. You should start a campaign for referral marketing, or consider offering an incentive for reviews to your clients.
The fact that you’re even paying attention to this is the first step—make sure that you get people talking about your business. You need reviews and testimonials on your website, along with other professional directories, forums, and locations online. Google reviews will be critical in helping with your search rankings, so make sure that you add those to your list, too. And if you happen to get a negative review here or there, don’t panic. Just address it and attempt to resolve it the best you can—that’s what people are paying attention to.
If you have social media profiles, you’re one step ahead of the game here. If you use them, this tip is not for you. However, many businesses miss the mark with social media. They create profiles, list their business information, and let them sit. Or, they only post “hard sell” information like pushy posts about buying insurance or getting covered before something terrible happens.
Everyone knows you sell insurance. They know what it’s for. Social media isn’t for selling. It’s for engaging and interacting with your audience so that they know that you are real and worth their business. You could share information on insurance-related topics, offer tips and advice, and just talk to people to get to know them and their needs. This can go a lot further than you might anticipate, but it makes such a difference. Consider signing up for TikTok and making some fun videos to reach younger audiences, too.
Cost: $250-$5,000, depending on what you outsource
Outsourcing is the way of the future, but it’s also the way of now. There are tons of companies offering a host of professional services and solutions on an outsourced basis, allowing you to get more for your money and save the hassle of hiring someone in-house. Of course, that can also be overwhelming in its own right, but you have a lot to gain.
For starters, you can outsource to the virtual receptionists at Smith.ai so that your insurance agency has a 24/7 answering service. Of course, that’s not all we do. We can also support your outreach campaigns to help you generate leads and clients in the first place. And when the leads start rolling in, we’ll be there to help with appointment scheduling, lead screening and intake, and even live website chat support. Not offering live chat yet? Maybe it’s time!
Each of our clients also gets a custom strategy to ensure that we cover all the details and don’t miss a thing. That way, you can focus on your insurance business and let us handle the rest. To learn more, schedule a consultation or reach out to firstname.lastname@example.org.