How Marketing Can Help Increase Insurance Sales for Agents

March 24, 2023 by Christine

Are you disappointed in the number of sales your insurance agency has closed recently? Bringing in new customers—and even selling additional coverage to existing ones—can be challenging. But that’s where strong marketing comes into play. Marketing can be a powerful tool to generate more leads, build brand awareness, and, ultimately, increase insurance sales. 

5 Ways Marketing Can Help Increase Insurance Sales

Marketing is all about attracting your target audience and demonstrating the value of what you offer. It makes sense that it can be used to increase insurance sales. By proving that you understand your customers and can help them solve a problem, you’re more likely to get their business. 

But how, specifically, can you use marketing to close more sales? 

Here are 5 examples of how it can work to your advantage and what insurance marketing tactics are involved.

1) It Can Help You Establish a Strong Online Presence. 

In today's digital age, having a strong online presence is crucial for any business, including insurance agencies. This means that when potential customers search for what you offer, you appear in the results. To achieve this, your marketing efforts must include complete social profiles and a quality website that showcases your services, expertise, and customer testimonials. This builds trust with potential customers, improving your chances of closing more sales.

A good insurance website should have the following components: 

• Clear and engaging design: A clean and visually appealing design can attract and keep visitors engaged. It should be easy to navigate and have a clear call to action (CTA).
• Responsive design: With more and more people accessing the internet on their mobile devices, it's important to have a website optimized for all screen sizes and types of devices.
• Comprehensive information: Visitors should be able to find all the information they need about the insurance products and services offered by your agency, along with information about your team and contact details. 
• User-friendly interface: Your website should be easy to use and understand, with intuitive menus and simple navigation. It should be easy for visitors to find what they're looking for and contact the agency if they have questions.
• Trust factors: To build trust with potential customers, include testimonials, awards, certifications, and any other recognition the agency has received.
• Engaging content: High-quality content that provides value to visitors can help keep them engaged and encourage them to return to your website. Blog posts, videos, infographics, and e-books are great content for your site.
• Lead generation tools: You can use your website to generate leads by including forms or CTAs encouraging visitors to contact the agency, request a quote, or sign up for a newsletter. These tools can help you build a strong customer base and increase revenue.

Your website is a significant piece of the marketing puzzle. By focusing on these key components, you can create a website that is informative, engaging, and effective at bringing in more potential customers.

2) It Can Help You Target the Right People.

To increase your insurance sales, you need to be sure you’re reaching the right audience. And marketing—specifically paid advertising—can help with that. You can use options like Google Ads, Facebook Ads, and LinkedIn Ads to target specific demographics and increase your agency’s visibility among potential clients. By creating targeted ads, you can put your marketing messages in front of the right people and generate more qualified leads.

Targeted advertising can offer several advantages for your insurance agency, including the following:

• Increased visibility: Online advertising can help your insurance agency reach a larger audience and increase your visibility, especially if you are a smaller or newer agency trying to establish your brand.
• Precise targeting: With targeted advertising, you can select specific demographics, interests, and behaviors to focus your advertising efforts on. This allows you to reach people who are most likely to be interested in your insurance products.
• Cost-effective: Advertising options like pay-per-click (PPC) can be more cost-effective than traditional advertising methods like print or TV ads. You only pay for clicks or impressions from people interested in your ads.
• Measurable results: Online advertising offers detailed analytics and reporting, so you can track your campaign's performance and adjust your targeting or messaging as needed to achieve better results.
• Increased conversions: Targeted advertising can help drive more qualified leads to your website or landing pages, resulting in higher conversion rates and, ultimately, more sales for your insurance agency.

By including targeted advertising in your marketing efforts, you can reach potential customers, generate leads, and increase conversions while keeping costs in check.

3) It Can Help You Build Authority and Trust.

Marketing can help you establish authority in your space and earn the trust of potential customers. One of the best methods is to create content that provides value to potential clients. By doing this, you can demonstrate your knowledge, expertise, and commitment to helping your customers. And make no mistake—this can go a long way in helping you close more insurance sales.

There are several types of content that can be effective in attracting and retaining customers. 

• Educational content: Create blog posts, videos, or other content that educates your target audience about insurance topics. Describe the different types of policies, coverage options, or how to file a claim. This type of content can position your agency as a trusted authority and help to build credibility with potential customers.
• User-generated content: Not all content has to be created by you. In fact, user-generated content can be especially powerful, which is why it’s worth repurposing. For example, share stories of satisfied customers on your website and social media pages. This can help to build trust and showcase the value of your services.
• Infographics: Create visually appealing and easy-to-understand graphics that explain complex insurance topics. Infographics can be shared on social media and other online channels to increase brand visibility.
• Webinars: Host webinars to educate your audience on insurance-related topics, answer questions, and showcase your expertise. Webinars can also be a great way to generate leads and build relationships with potential customers.
• Whitepapers and e-books: Create in-depth resources that explore complex insurance topics in detail. This type of content can help to establish your agency as an expert in the field and generate leads.

Overall, the most effective types of content marketing for your insurance agency will depend on your target audience, marketing goals, and available resources. Experimenting with different kinds of content is important to see what resonates with your audience and drives results.

4) It Can Help You Stay Top of Mind.

If you want to increase insurance sales, you need to be the agency that current and potential customers think of when the time comes to buy. That’s why email plays a vital role in marketing. You can stay top of mind by sending out newsletters, promotional emails, and personalized follow-up messages. The inbox is a prime piece of real estate you should strive to snatch up.

Mastering email is one of the most important marketing tips for insurance agents to follow. But it can also be one of the trickiest. To get the best results, you need to send the right types of emails at the right time.   

• Newsletters: Sharing news and educational content via a regular newsletter is a great way of delivering value. Plus, it can increase the chances of a subscriber forwarding the email to another potential customer. 
• Personalized email campaigns: Personalization is key to creating effective email campaigns, particularly for insurance agencies. By segmenting your email list based on factors such as age, location, or policy type, you can create more targeted and relevant campaigns that speak directly to your subscribers' needs.
• Promotions and discounts: Offering promotions or discounts on insurance policies can effectively incentivize people to sign up for additional coverage by bundling policies with certain carriers. Email marketing can be a great way to get the word out about these promotions and encourage people to take advantage of them.

Ultimately, the key to successful email marketing for your insurance agency is to provide value to your subscribers by addressing their specific needs and concerns. Creating targeted, personalized campaigns that speak directly to your audience can build trust and establish your agency as a go-to resource for insurance information and coverage.

5) It Can Help You Get More Referrals.

With the right marketing approach, you can also increase insurance sales via referrals. You can incentivize current policyholders to refer their friends and family by offering discounts, gift cards, or other rewards. In addition to generating qualified leads, this tactic can further solidify your relationship with satisfied customers. 

When implementing a referral program, make it easy for people to learn about and take advantage of. Announce the offer in an email to existing customers. Let them know how to direct others to your agency and claim their reward. 

Like word-of-mouth marketing, referral marketing can be incredibly effective at bringing in new leads since it’s happy customers promoting for you.  

Takeaway

It can be discouraging when your sales aren’t as high as you’d like them to be. But in many cases, reassessing your marketing efforts can help. Marketing effectively can boost your agency’s visibility, generate more qualified leads, and increase insurance sales. So, consider what your agency could be doing better. And if you need additional support, you can take advantage of insurance agency marketing services from Viral Solutions!

Filed Under: Marketing by Industry Tagged With: authority, Insurance marketing, marketing strategy, marketing tactics, trust