Insurance agencies today have some stiff competition. With customers turning to the internet and their neighbor's recommendations to conduct their research on insurance agencies, policies, and rates, the average person calling in for a quote is often much further along in the buying process than they were a few years ago. But as an agency, how do you ensure your agency is the one they are calling when they are ready to buy? With tens of thousands of insurance agencies out there to choose from today, how can yours set itself apart from the rest?
1. Monitor & Regulate Online Review Sites
With so much competition, even one less-than-stellar online review can have a serious impact on your sales. Keep a pulse on sites like Glassdoor, Google, Facebook, and Yelp. Reason being, 85% of customers trust online reviews as much as if someone gave them a recommendation. One of the first things people might Google when looking for a new agent is, “[INSERT LOCATION] Insurance Agency Reviews” and if you’ve got a few 1-star reviews floating around, that could be killing your online lead conversion rates.
Got a bad online review? Here's how to respond to it.
2. Keep Your Brand Consistent Across Channels
This means your branding elements like your logo and imagery should remain the same no matter where the viewer is seeing it. This includes your agency website, those review sites we talked about, social media, and other insurance-related sources that may link back to your site through a logo image. Keep a running list of the areas you have posted the logo so in the event it changes or gets a refresh at some point, you have a running list of everywhere it’s published so you can replace them efficiently. This consistency also transcends to the way you talk and interact with your customers and prospects online, the tone and brand voice should remain the same whether that’s a response through social media, your website chat, or email.
3. Optimize for Mobile
We’re a bit surprised we even have to mention this anymore, but it’s absolutely imperative your agencies website is optimized for mobile. Shoppers today want flexibility in how, when, and what format they consume content in, so you must position yourself in a way that meets those requirements. Additionally, Google penalizes your website if you aren’t optimized for mobile, so if you aren’t the time is now.
Need to get optimized for mobile but need some help? We've got some right here.
4. Quit the Spam-ish Approach
Do you have a HUGE database that’s full of contacts, but your open and click-through rates from that database are almost non-existent? That means you’ve got a contact problem and you need to clean up your lists. And yes, it pains all marketers to our core when it comes time to remove contacts from a list, but in the grand scheme of things, they are hurting you more than helping. Things like too many bounces, spam reports, or unsubscribes you have will put your reputation as an email sender at risk, forcing your emails to sink further and further in the “promotions,” or even worse, the “spam” folder. Also, consider rethinking that agency newsletter you send out every week. Is that REALLY what your customers want to receive from you? Today’s best email marketing is done through personalized, engaging content that is specific to the customer. Someone who renews their insurance for a snowmobile each year probably wants information about snowmobile policies sent to them, not a massive newsletter filled with a crap-ton of other insurance-related information they really don’t care about.
5. Implement Marketing Automation
That snowmobile policy owner isn’t your only client that could use an email about just the right insurance coverage at just the right time, is he? Probably not. But managing personalized emails to each and every client is an impossible task for even the smallest of agencies. That’s where marketing automation comes into play. Emails, personalized website content, customer service follow-ups, virtually everything can be personalized and targeted if you implement a solution like HubSpot. These tools serve as an all-in-one platform to help you automate processes, organize contacts, respond to customers, and control your customer experience and support processes.
If you are looking to implement new tactics for agency growth, we’d love to help you get started. At ManoByte, we work with companies just like yours to improve digital processes with results at the forefront of everything we do. If you’d like to see how we can do this for your agency, click below to get in contact with us.