Content is King
Providing clients with information about their policy is not
only a valuable loss prevention tool, but also a valuable marketing tool.
Clients want to know they can trust their agent with their insurance needs. By
taking the time to share your knowledge, clients feel additional security and
place additional trust in your ability to procure coverage. Not only does this
improve customer retention, but also the likelihood of a referral.
Hit Them with Your
Best Shot
Sometimes you only have one opportunity to grab the client’s
attention. This short window of time, sometimes called an “elevator pitch,”
refers to the few priceless minutes you have your client’s undivided attention
to convince them it is worth their time to learn more. When it comes to online
marketing, that elevator pitch comes in the form of teaser copy- the first few
sentences of an email, article, or advertisement the customer reads before
clicking on the link provided. Make the most out of this opportunity by writing
concise, direct, persuasive text that quickly tells the customer why they
should take action (click, buy, call, etc.).
Call to Action
Once you have taken the time to educate and inform your
clients, you have to tell them what to do next. Often times, professionals
provide excellent content and are seen as a valuable source of information to
clients and potential clients, however they leave these clients hanging, with
new information yet no way of knowing what exactly to do with it. Once you have
fully informed the customer, tell them how they can take advantage of the
information. Whether it’s purchasing a product to solve the problem you wrote
about, or addressing their needs through a personal consultation, it is your
job to provide direction as to what to do next. This direction, referred to in
marketing as a “Call to Action,” makes it easy for customers to access what
they are looking for.
Market Using Multiple
Vehicles
Utilizing multiple marketing channels is like having more
than one horse in the race. Why bet on one horse when you can claim them all?
Similarly, in marketing, the likelihood a customer will see, read, and return
to your message is increased by the frequency and type of communication you
send. By utilizing multiple marketing channels, whether it’s email, direct mail,
online advertising, video marketing, live events, webinars, etc., you will
maximize your exposure and get your message heard. So the next time you are
considering whether to follow up with a client via email or direct mail or are
mulling over where to utilize your online advertising budget, the answer is do
both! Additionally, by spreading your marketing efforts over multiple channels,
you will gain valuable insight into what is most effective and what your
clients are the most receptive to. Although you should focus your efforts on
the marketing initiatives that are most successful, continue to try something
new- there are always new potential customers out there who you have yet to
discover.
All information provided in this blog is for informational
purposes only. The sources used are presumed accurate. CalSurance Associates,
Brown & Brown Program Insurance Services, Inc. and Brown & Brown, Inc.
will not be liable for any errors, omissions, losses, injuries or damages
arising from its display or use and will not assume responsibility for any
misguided information. No guarantees are implied.
