subject: Using The Old And The New To Build The Agency Name And Reputation [print this page] Marketing for insurance agents can be accomplished in many waysno single method will do. For best results, consider using a combination of traditional offline and modern online marketing tools and techniques to draw leads and convert them into long-time, valued clients.
Using the power of the Internet
These days, its virtually impossible to have an effective business presence without a robust website that promotes the agencys products and services, and enables clients to find information and take care of business 24/7. The website should be designed with search engine optimization (SEO) in mind, so that the agency is one of the first choices to appear whenever people are looking on the Internet for information on a topic related to the agencys capabilities.
Amplify the agencys presence with a social media marketing campaign, establishing a presence on Facebook, LinkedIn, Twitter, and Google+ to communicate breaking news and provide a steady stream of content that will keep the agency in a position of prominence among competitors.
Traditional methods still have value
Make sure the agency has a strong branding element that is consistent and cohesive throughout all of the marketing efforts. Beginning with the design of the agencys logo, the brand and what it conveys should echo through business cards, brochures, print, fact sheets and flyers, and any other marketing tool the agency produces.
Make sure everyone in the agency is committed to staying current on industry trends by taking advantage of opportunities for continuing education offered by the various insurance companies that the agency represents. Seminars and conventions, presentations, coursework, and other materials are available to help build the agencys book of business with the latest marketing strategies and tools.
Advertise the agents expertise to the community
Convey the agencys customer focus, professionalism, and depth of knowledge by blogging online about current events, insurance news and developments, and topics as they relate to clients and prospects. Along more traditional lines, become the communitys expert by providing articles to the local newspaper. Local papers may not have the funds to pay for content, so providing a bylined column that explains insurance facts and/or answers questions that people have about insurance allows agents to provide a needed service for the community while building the agencys reputation, name recognition, and goodwilland create leads in the process.
Marketing for insurance agents is an ongoing, ever-evolving process. By combining tried and true traditional methods with newer delivery mechanisms and capabilities, agents can create a strong framework of messages and content that will drive consumers to their door.
