A well-designed company website gives smaller insurance agencies a means to provide clients with enticements more valuable than company calendars, mugs, or t-shirts, the costly “free stuff” that larger firms have used in the past to woo clients. On your website, you have an opportunity to provide insight, information, and collaboration that will bring new clientele to you even on a modest marketing budget.
What kind of goodies are we talking about? That depends on your target market. Once you’ve identified your client persona, you should have a clear idea of the problems and obstacles that plague them. Use that knowledge to provide solutions to those problems, and make sure that you’re leaving a trail of breadcrumbs to your agency’s front door.
Insurance is a complicated subject, and many people are mystified by it. Most people in search of a policy welcome advice that seems thoughtful, well-intentioned, and clear. Use your company’s blog to share your expertise and help your market to better understand your services and why they need them.
Current marketing research indicates that 81% of consumers trust information and advice found on blogs, and 70% of consumers prefer getting to know a company through their blog rather than through advertising. Your company blog is the perfect inbound marketing tool that allows you to give your clients something valuable without exorbitant cost on your part.
A strong call to action on your website will engage prospective clients. Include a bold CTA button that encourages site visitors to get in touch with your experts for a complimentary consultation can be a powerful tool if done correctly, and they’re proven to increase conversion rates.
Because some companies use this tactic merely to launch into a sales pitch, it can turn potential clients off if you don’t provide a clear idea of how they’ll benefit from the consultation. The copy of your CTA should demonstrate the specific advantage of such a consultation, whether it’s a quote from an insurance expert or a professional liability risk assessment.
Providing your clients with online chat support allows you to give individualized attention to clients and added value to your program. Support can also be given via social media. Despite being a much smaller airline, JetBlue has gained an incredible fan base by providing support to clients via Twitter.
Leveraging social media in this way serves two functions. First, you can provide dissatisfied or frustrated clients with immediate attention and reassurance. Second, if you do it well, your public efforts will be noted by other social media users, netting a larger market.
If you’re interested in developing an effective marketing strategy that won’t cost a fortune, contact the insurance marketing specialists at Agencies Online.