Insurance is an essential part of our daily lives, yet it is rarely considered sexy. For this reason, marketing an insurance agency is notoriously difficult business. In this article, you will find some proven ideas that will help you grow your business in 2024.
Finding the Right Balance
From protecting your home against fire and flood to protecting your business against disasters, insurance comes in many shapes and types. If you are uninsured or underinsured, the consequences can be devastating to your home, possessions, car, or business.
For insurance agents, marketing is a tightrope walk. The goal is to develop an engaging campaign while at the same time conveying the importance of insurance without spreading panic.
Marketing Strategies for Insurance Agents in 2024
Social Networks
In 2024, almost everyone is on social media in some form, so this is one channel you simply can’t ignore.
Finding the sweet spot in social media marketing for your insurance agent requires consistently posting interesting and informative content. Avoid using language that’s too colloquial, instead aiming for friendly, yet professional language.
You’ve Got Mail
This one might be a bit polarizing, but there are good reasons to make email a big focus of your insurance marketing strategy:
- Demographics – People who are buying insurance are, statistically, older and more settled. Although a significant number of these people might use social media, they absolutely will use email.
- Professionalism – Business emails tend to look more professional than social media messages.
- Credibility – The news is constantly full of stories about social media scams these days, which makes many people wary of spending money with companies they’ve seen on Facebook or LinkedIn. Email, on the other hand, carries a more trustworthy connotation, especially among seniors.
Email marketing for insurance agents is more flexible than social media and allows for better interaction and conversation.
When doing email marketing, always keep the following in mind:
- Personalize when possible
- Research your audience
- Build a compelling call to action
- Have a follow-up email prepared
Though a bit outdated for some, email marketing is an important tool. The insurance industry is one that can produce big results if leveraged correctly.
Sharing is caring
The insurance industry is perfect for content such as blogs and articles as there are endless topics to explore.
Make sure to include a blog on your website and get into the habit of sharing your blog posts on your social media channels.
Reviews
When it comes to consumer products like insurance, people tend to trust the opinions of others. For this reason, it is important to regularly post customer reviews on your website and social media channels.
A word of warning – never resist the temptation to fabricate or buy false reviews. This will almost always be repaid sooner or later and will quickly erode the company’s credibility.
Honesty lasts the longest
The insurance industry often gets a bad reputation in the media and by the public, but this is mainly due to dishonest tactics.
People who buy insurance rely on it to protect their homes, possessions, and cars. Because of this, insurance can be a highly emotive subject and emotions can run high if a company is not completely honest or uses underhanded tactics.
To gain your customers’ trust and confidence you need to always be clear and honest about your offers and terms and you need to make this clear in your marketing strategy.
