Marketing insurance can sometimes feel like one of the most challenging jobs in the world. You make dozens of cold calls a day and often get hung up on for the vast majority of them. But how can you market your insurance agency without resorting to cold calling?
There are some wonderful innovative insurance lead generation strategies that can help gain you more clients. From social media marketing to strong content creation, these methods can be more effective and more pleasant than the dreaded cold-calling.
Read on to discover some of these strategies and how your company can use them to grow your client base the easy way.
Build a Target Customer Profile
Any time you’re trying to get more customers the first thing you need to do is build a target customer profile. It’s hard to find new customers if you don’t know who you’re looking for. Also, the more detailed your target customer profile is, the easier time you’ll have to tailor your marketing to them.
Pro Tip: Start with the basics for your profile – gender, age, income range, marital status, etc.
Then start looking at more in-depth traits, such as political alignment, overall goals, primary challenges, and some basic identifiers. Then look into what media they consume, where they spend their time, what websites they visit, and what groups they belong to.
One of the best resources you have at your disposal when you’re trying to win over new clients is your current clients. If you’re providing solid customer service, those clients should be satisfied and more than happy to refer you to their friends.
Incentivizing these referrals can bring in more clients who already have a reason to trust your business.
Offer discounts on services to clients who refer someone who signs up for an insurance plan. You may even want to set these discounts up to stack, so the more people a client refers, the cheaper their own service is.
This effectively crowdsources your marketing, turning your clients into some of your best salespeople.
Use Social Media
Social media is one of the most powerful tools available in modern marketing. Just under 70 percent of U.S. adults are on Facebook, and another 37 percent are on Instagram.
You’ll be hard-pressed to find any other single platform that contains such a large segment of your target customer base. Make sure your company maintains a strong social media presence, posting both paid ads and organic content.
Don’t always go straight for the hard sell with these posts; instead, provide content that your potential clients will value. This will keep them coming back to your page and help build trust in your company.
Work with LinkedIn
LinkedIn can be another great source for bringing in new clients. The professional networking platform appeals to the sort of people who are likely to have buying power for new insurance policies.
Pro Tip: This can be an especially good option if you run a B2B insurance company.
Post articles geared towards a more professional audience discussing various aspects of the insurance industry. Establishing yourself as an expert will help win you the trust of potential clients on LinkedIn. And, of course, use the network to make connections and reach out to potentially interested clients.
Participate in Events
Another fantastic way to establish yourself as a major player and expert in the industry is to participate in industry events.
Right now, most events have either been postponed or canceled, but there are still a number of virtual trade shows and seminars happening. Sign up for those and start making more connections.
It’s also a good idea to seek out speaking gigs at these events. For one thing, this will give you a chance to show off your expertise and the kind of service customers can expect when they work with your company. But it also puts a face and voice to an otherwise faceless company, humanizing you and making potential customers feel more connected to you.
Build a Strong Website
Having a strong website is one of the basic cornerstones of any form of marketing. Everything in your marketing plan will lead back to your website, and your website is where your sales funnel should really kick into gear. If your site is outdated, even the potential clients you do draw in will likely abandon the sale.
Your website needs to be both beautiful and functional. It needs to reflect your branding and give potential customers the sense that you’re a company worth spending money with. But it should also be quick to load, easy to navigate and provide all the functionality your customers need at their fingertips.
Revisit Old Prospects
When you’re looking for new clients, sometimes the best place to look is back to old prospects. At some point, these prospects were interested in your business, or you had reason to believe they were promising leads.
Why not revisit those old prospects and see if you can’t fix what went wrong the last time?
Look back at your sales records and try to figure out where in the sales process you lost that prospect. Reach out to them and ask about their pain points or hesitation the last time.
Pro Tip: If you go in with an open mind, ready to listen to and solve their problems, you may be able to turn a loss into a win.
Use Email Marketing
Email marketing is another fantastic tool when you’re trying to win new clients. With advertising and social media marketing, you’re sending messages into the void, hoping you can connect with potential clients. With email marketing, you’re able to speak directly to people who already have an interest in your company.
Try to send email newsletters out at least a couple of times a month, if not once a week. You may want to include information about special offers or discounts for email subscribers in these messages. Do make sure you don’t send out so many messages that you start clogging up clients’ inboxes, however.
Create Valuable Content
One of the best ways you can draw in new clients is to create valuable content for them. In today’s world of constant marketing, no one wants to feel like you’re just in it for the hard sale. Instead, they want to feel like they’re getting something out of this advertising relationship, too.
Start a blog where you can prove your expertise to potential customers, as well as writing about informative topics that may interest them.
You can also put similar posts on social media or repost content from non-competitors that might interest potential clients. And as a bonus, this added content is a great opportunity for you to focus on improving your SEO and driving your page up in search engine rankings.
Perfect Your Sales Funnel
When you’re trying to draw in new clients, it’s important that you make sure your sales funnel doesn’t have any leaks. Your sales funnel is effectively the path clients take from discovering your company to purchasing your product or service. This funnel may include research, quotes, negotiations, and more.
Take a look at previously lost sales, and determine at what point in your sales funnel they abandoned the process. If you notice any trends developing, take another look at that point in the process, and figure out how you can improve it.
It’s a good idea to evaluate your sales funnel a couple of times a year to make sure you aren’t losing sales to the same mistake.
Advertise Through Innovative Channels
When you’re trying to avoid cold calling, it’s a good idea to get creative with your advertising. Modern technology has brought us a wealth of advertising options, so why not take advantage of them? You may get a few unexpected clients when you work through innovative channels.
Take a look at advertising through popular podcasts, especially those with a large following among your target customer demographic. You could also consider working with influencers, internet content creators with large, devoted followings. Don’t be afraid to think outside the box to find ways to connect with potential customers.
Use Innovative Insurance Lead Generation Strategies
Cold-calling can be one of the most unpleasant and least effective ways of marketing. But these days, there are dozens of insurance lead generation strategies that can help you avoid those dozens of hang-up calls a day. Use social media and email marketing, reach out to current and former clients, and don’t be afraid to work through innovative channels for your insurance marketing.
If you’d like to improve your insurance company marketing, check out the rest of our site at TR King. We offer high-level contracts with the nation’s leading insurance providers for both life and health insurance. Check out our online contracting today and discover the benefits of working with one of Virginia’s most reliable insurance marketing companies.