Some of the most effective ways to attract insurance consumers are right under your nose
Growing your business and attracting good leads is a constant challenge for many in the independent insurance channel. The good news is your position grants you some great options that have been proven effective and reliable for insurance agents & brokers all over the world. Here are 5 activities your agency can use to attract new leads:
1. Get involved with your community
Because of the highly ‘local’ nature of independent agencies & brokerages, community takes a special significance. I can think of no better example of community involvement than longtime client and friend of Agency Revolution, McClain Insurance Services in Everett, Washington, who have made active community involvement part of their company DNA. McClain Insurance participates in, conducts, and hosts over a dozen separate community programs every year. Here are some examples of the ways McClain Insurance gets involved in their community:
- Providing space for the annual ‘Stuff the Bus’ Charity which provides school supplies for local kids in need.
- Hosting a ‘Cinema Under the Stars’ event that offers free outdoor screenings of family movies during the summer.
- Offering a defensive driver training class that can lead to a discount in coverage.
Getting involved in community activities does more than advertise your brand, it lets the people in your community know that you are there and that you care. Whether it’s because they heard your name on a local news report, saw your name on a banner at an outdoor movie, or saw that your agency is hosting an educational course they want to take, it shows people that you’re a part of their community, and that’s a powerful message.
2. Set up a good referral program
Referral programs are simple and powerful tools to bring in the very best kind of leads. Referrals are proven to have a high closing ratio and have a high likelihood of becoming long-term loyal customers, that often bring in referrals themselves.
Let’s take a look at another Agency Revolution customer, Knapp-Tedesco Insurance, in Ames, Iowa. They have a simple referral program that offers a $5 Starbucks gift card for every referral. Every month they hold a raffle for a $25 restaurant gift card with the names of everyone that submitted a referral that month. 2 times a year they hold another raffle to give away a $100 gas gift card. The raffles don’t just provide motivation for people to refer their friends, they make it fun and rewarding. Knapp-Tedesco has created a regular stream of new customers through their referral program, and have proven that you don’t need a big fancy prize to drive referrals.
3. Share informative content
As an insurance agent or broker, you know a lot about insurance. And most insurance consumers have a lot of questions they aren’t sure how to find the answers to. It’s the core of why ‘Content Marketing’ has become such an important way for agents & brokers to get their name out there. Like we illustrated in our recent ‘content marketing guide’, you don’t need to have the prettiest content out there to attract the people you want, you just need to prove that you’re a valuable source for the information they want.
Start by figuring out what people are asking, and answer their questions online in as many ways as you can. Whether it’s by writing blog articles, creating a 2-minute video, or hosting an ‘insurance Q&A’ on your Facebook page, you should be showing off your insurance knowledge at every opportunity.
If you feel crunched for time and creative resources, the world is full of options. For example, Agency Revolution offers world-class copy writing and web-design services, and our powerful lead-gen suite, Attract™ comes bundled with a constantly-updating content library full of articles, videos, infographics, and more great content perfectly suited for today’s busy agency or brokerage.
4. Be social. Brag a little.
When you’re creating helpful, informative content it’s important to make it easy to find. Whenever you create something that you know can help someone find the answers they’re looking for, you should feel proud of that, and you should let the world know. Don’t just stop with posting links to your content on social media, be part of a conversation with people online, and share that content whenever you see someone looking for answers.
If you saw our webinar presentation ‘6 Social Media Marketing Musts for 2018’ (you can find a replay here) then you know one of the very best ways to establish a strong social media presence is to create great online experiences by creating a great experience, and sharing it online.
There’s no more perfect place to start than the kind of community involvement we focused on at the beginning of this article. People like companies that support their communities. If you’re doing something to provide real value and support, no one’s going to mind if you brag about it a little. That’s exactly the kind of thing people ‘like’ online.
When other members of your community were part of the project you supported or made possible, they want to share those stories. Those are the kind of posts people will write comments on, share with their friends online, and let people know ‘Hey, I saw my agents at this charity – it’s really cool they helped make it possible.’ The more you do with your community, the more experiences you have to share online, and the more people will naturally share your name for you.
5. Connect with influencers
I know, I know, we keep coming back to how powerful it can be to get involved in local activities, but the benefits don’t end with all the ways it let’s all the people in your community and online know that ‘you’re there and you care’, it comes with one more significant perk. It connects you with other trusted people and organizations in your area.
Connecting with influential people in your community almost acts as a ‘multiplier’ for everything else you do to generate new leads. Whenever you get involved with a great community or charity event, or share a helpful and informative piece of content, or setup a great new referral program, the right influencer carriers that message to their corner of the community as well. When those influencers share your message, it carriers all of the trust and reputation they’ve garnered over time, and it strengthens your brand, and your position in the community.
Where to go from here
All of this may seem like a lot to take in, but it really comes down to one unifying concept: connect with the people you serve. Find fun and helpful ways to get involved with your community. Share your knowledge and the experiences you create at every opportunity. Create relationships with other people and organizations that your audience trusts.