Insurance agencies prosper when they understand the goals, worries, and questions on their clients’ minds. Listening when a client speaks, allows agents to assuage their fears and to help them plan for the future. However, taking time to hear what your clients are telling you also benefits your marketing strategy.
One of the challenges of maintaining any marketing plan is meeting the need for a steady stream of relevant, compelling content. Full days can be dedicated to brainstorming new topics to cover, but if you’re listening to your clients, you can save that time. They’ll tell you the message they want to receive.
Social media provides a wealth of material on the concerns of Americans across every demographic. Use social media platforms such as Facebook, LinkedIn, and Twitter to keep up to the minute on trending topics and then co-opt those topics.
Several weeks ago, the boy band #OneDirection was trending wildly across social media when one of the band’s heartthrob members decided to retire at the ripe old age of 22. What sort of playful message could an insurance agency craft to capitalize on the trend and perhaps gain the attention of a younger set?
Example
We can’t insure against a stolen heart, but we’ve got your retirement benefits covered, #OneDirection! Give us a call for a quote, #ZaynMalik!
No doubt you field hundreds of questions each month because, let’s face it, insurance isn’t the easiest thing to understand. Make use of those questions to develop an editorial calendar. In addition to providing fodder for blog posts as well as social media posts, you can use sites like Quora.com to respond to questions about insurance, creating inbound links to your site.
As an added benefit, many people today use questions as search terms. If your blog uses those questions in titles and content, your search ratings will soar!
Examples
What’s the difference between general liability and professional liability?
If my car breaks down, will my auto insurance carrier cover a rental car?
Your clients are an invaluable resource when it comes to generating content for your website, blog, and social media; however, using that resource effectively can still pose a challenge for busy agents. Our marketing experts team with insurance agencies to tailor the message that your clients want to hear. Contact us today to learn how.