Marketing an insurance agency goes hand in hand with sales. As an independent agent, prioritizing your marketing efforts can generate solid leads and be the fuel to your sales endeavors.
Here are our seven essential tips to market your insurance agency to success. Mark areas to change and areas that are working well, plan to refresh your marketing efforts based on your assessment, and execute these steps well to see brand and lead growth!
1. Create a professional logo and have branded marketing materials ready to go
Your brand is one of the first things people notice about your business. Having a professional logo with matching marketing materials creates continuity for your agency and helps you to make a great first impression amongst those you meet in the community. If you’re looking for an easy first step to aid your marketing efforts, utilize the design team at an FMO to develop or rebrand your agency’s logo, brochures, booklets, business cards, and much more!
2. Take a professional headshot
Much like your brand, a professional headshot represents who you are and what your agency is about. In an article published by Forbes, the author notes that “Clean headshots show your clients who they’re supporting when they choose you over the competition. It puts a smiling face to the company name.” If you think it may be time for a new headshot there are plenty of ways to snap one! The easiest way, if you’re partnered with an FMO, is to reach out and schedule a headshot session with their team at no cost to you.
3. Build an SEO-friendly website
As technology advances and we move further into the digital age, it’s critical for businesses to have an online presence, because that’s typically the first point of contact for consumers, referrals, and new leads included. The insurance industry is also highly competitive, so having a great website with relevant search engine optimization (SEO) is another way to help your business stand out. A few foundational ways to improve your SEO and rank high within search engines are to write relevant blog posts and include informational videos, infographics, and social media posts.
When categorized correctly, these items help place your site at the top of the list when consumers are searching for insurance plans or agents in their area. You can also incorporate lead generation tools within your website by including a contact form or gated information like a newsletter or e-book. These forms collect contact information of potential leads and help you keep track of them to contact them as soon as you can.
4. Set up paid advertising through Facebook and Google Ads
Another way to stand out in the insurance industry and market your business well is through online paid ads, specifically through the platforms Facebook and Google. You may think people ignore ads, but “According to a survey by the research and ratings website Clutch, 75% of people say paid ads make it easier to find the information they are searching for.” Creating ads on Google and Facebook can have a big return on investment. With both tools you can create demographic-specific content, meaning your ads can have a larger impact on your target audiences. Consider reaching out to an FMO to help you narrow down your digital audiences, create branded ads, and keep track of analytics and digital marketing budgets for your agency.
5. Keep your social media active
Whether you’re creating social pages for the first time or are a social-media pro, our suggestion would be to focus on a few social media platforms and do them well. The keys to having great social media are to create relevant content and find creative ways to engage with your audience. As you get started, consider making a simple content plan, using pictures, videos, and infographics to capture your audience’s attention. Another thing to keep in mind is that consistency is key. Researchers suggest that 3 posts a week are a sweet spot, focusing on your audience’s most active time. Don’t know how to grab that information? Check the analytics tab on Facebook, LinkedIn, and Instagram for your best times to post and schedule content accordingly!
You may not get a huge organic following on your Facebook page through posting alone, but don’t be discouraged. Having a Facebook is an important way to market your agency because it’s another tool to build your online presence and verify your credibility with potential leads.
6. Host educational meetings
Utilizing educational meetings is a great way to market your business, generate solid leads, and make great connections. As you plan these seminars to educate the community about Medicare, consider your meeting location, menu prices and food options, and how you’ll gather and attract RSPS. It’s important to review CMS guidelines and work with an FMO, if you’re partnered with one, to ensure all the components of your meeting are compliant.
7. Pro tip: Use an FMO to do all of this for you
Marketing an insurance agency by yourself or with a team is no small task. Partnering with an FMO can take the load off your agency so you can prioritize what you do best! At Carolina Senior Marketing, our team is made up of marketing experts that can help you get the results you want to take your business to the next level.
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Look no further than partnering with a North Carolina-based Medicare FMO like Carolina Senior Marketing if you’re not already an independent agent with us. Give us a call at (919) 460-6073 or email info@carolinaseniormarketing.com.
