You only have so much time in your day. You only have so much money in your marketing budget.
For these reasons, you must focus solely on insurance marketing strategies that drive results. Anything less will hold you back from reaching your goals.
This leads to the million-dollar question: Which insurance marketing strategy will drive the desired results for your business?
While there’s no right or wrong answer — what works for another agent may not work for you — there are seven strategies that have been proven effective by many professionals in the insurance industry before you.
1. Google Ads
This is one of the best ways to present your website to consumers searching for the products you offer.
For example, if you sell life insurance, use Google Ads that target keywords such as:
- Buy life insurance
- Buy life insurance online
- Cost of term life insurance
- Cost of whole life insurance
- Buy life insurance in [city or state]
Yes, you’re charged every time someone clicks on one of your ads, but you also have the opportunity to win over a lifelong customer.
The key to success with Google Ads is to carefully track your performance. The only thing that matters is that you generate a positive return on investment (ROI).
Tip: Don’t give up if you run into early challenges. Trial and error is all part of winning big with Google Ads over the long run.
2. Social Media Ads
These are the same as Google Ads, with the only difference being that they’re displayed on social media platforms such as Facebook, Twitter, and LinkedIn.
When compared to Google Ads, some of the benefits of social media ads include:
- More affordable
- More precise targeting
- Option to spread your budget over multiple platforms
If you’re already generating organic leads via your social media activity, now’s the time to turn your attention to paid advertising.
Tip: A big budget isn’t required to turn a profit. Start small, track your results, and tweak your approach as necessary. This will lead you toward a strategy that generates the results you’re seeking.
3. Content Marketing
Here’s how Content Marketing Institute defines content marketing:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
There are many forms of content marketing, including but not limited to:
- Blog content
- Newsletters
- Video content
- Podcasts
- Infographics
- Ebooks
Within each of these categories, there are ideas you can use to generate leads.
For instance, there are many types of blog content you can create:
- How-to
- Interview style
- Question and answer
- Advice
- News
Content marketing opens up a world of opportunity for any insurance agent. You’re only limited by your creativity.
Tip: You don’t have to be a professional level writer to excel with content marketing. Don’t let this hold you back.
4. In-person Networking
Many insurance agents consider this a thing of the past, but they’re missing out on the opportunity to personally connect with their target market.
Spend a couple of days each month attending in-person networking events, especially local community events. You won’t make meaningful connections at every event, but you never know what the future will bring.
When you “put yourself out there,” you’re in a position to better yourself and grow your business. That’s all you can ask for.
Tip: Don’t attend in-person networking events with the sole idea of making sales. Instead, provide value to others in attendance and let your relationships grow from there.
5. Online Reviews
Did you know that 93 percent of customers read online reviews before buying a product?
Consumers today get as much knowledge as they can online before making a buying decision.
So, if it’s easy for prospects to find positive reviews of your insurance agency, you’re in a much better position to take your business to the next level.
While you can’t tell your customers what to write, don’t shy away from asking them to leave a review. Sometimes, a simple request is all that it takes.
Tip: Even if you do your best to please every customer, you’re sure to fall short every now and again. Negative reviews are bound to happen. Rather than ignore these or respond in anger, write a thoughtful response and take steps to clear the air.
6. Partnerships
The more partnerships you form, the greater chance you have of receiving referrals. And as you probably know, these are among the easiest deals to close.
Take for example an agent who sells car insurance. You could partner with local businesses such as dealerships, repair shops, and tire service centers. Ask them to share your business card with their customers and promise to do the same.
Mutually beneficial partnerships can help you grow your business without any of the heavy lifting associated with cold calling, content marketing, or online advertising.
Tip: Choose your partners carefully. You don’t want to align your brand with those that have conflicting values. This can work against you, as opposed to helping you make more sales.
7. Buy Aged Leads
If you’re seeking a fast and efficient way to get your hands on a large number of leads, look no further.
Aged leads are exactly what they sound like. These are verified leads that haven’t been actively worked for several weeks, months, or years.
When you purchase these, you gain access to prospects who are interested in what you offer. And since the leads are aged, they can be purchased at a great discount over the new price.
Tip: Don’t buy too many leads at a time, as this hinders your ability to quickly reach out to each one. At Aged Lead Store, we have tens of millions of validated leads to choose from. And with advanced filter options, you can purchase the leads that give you the best chance of success. Buy a batch, jump on the phone, and put your sales skills to work.
