Let’s face it; insurance is a grudge purchase. It is very difficult to fluff it up, make it look pretty and sell it to customers. The sound of your insurance premium being debited makes most people cringe inside and words like excess and liability equal death and taxes. Insurance is just not sexy.
But it is necessary. So, this is why, if you are looking to start your own insurance agency, there are a few things you need to keep in mind to make this a success. Working in the industry for the last two years has taught me various things about how the insurance consumer thinks and works. Rule one: create a platform of trust, accountability and transparency, and you will easily attract your customers.
Let’s get straight in.
Content is King
Content has been the single biggest driver of traffic to our site. Stay very far away from clickbait, fake news and over embellished content. Stick to latest news, stories that will directly impact the customer and informative pieces. Keep it to content that people will learn something from that they can share. A shock value piece here and there won’t hurt.
My top hint here is make sure that you make your blog simple, sleek, readable and searchable. If someone wants to look up a specific article or topic, you need to make sure it is ready to do so. Once you have this great content going up on your blog, you need to get it out into the big world. Social sharing, mailers, partner sites and press releases are options. Mailers, in particular are my main sources of traffic. It is vital to me that I increase my subscribers month on month to convert new visitors to leads.
Team is Everything
Getting together the dream team to get your idea off the ground is not going to be easy, but it is doable. Passion, hard work and space to be awesomely creative are the key elements to any businesses success. In this day and age, and especially with the insurance industry, you don’t always need people to be stuck in an office from nine to five.
Remote working can be hugely successful, especially if everyone is working toward the one common goal; converting visitors into great leads. There are a number of great ways of not only keeping everyone on the same page, but making sure that the focus is totally aligned! In fact, my advice; ditch the corporate speak and try gamifying their working experience!
Who is Your Customer?
It really helps to know who your demographic is and the customers who are actually clicking on your site in order for you to keep changing up your marketing to reach your desired audience. Targeted marketing strategies is one of the most successful ways of hooking clients for me and converting them on the site with some great CTA’s and offers.
A really interesting technique that we have been implementing is doing location based marketing. Keep in mind that the client’s home and working suburb dictates their premium. So, creating a pop-up which displays the average premium that they could be paying based on their location could convert the client on the spot. It is all about saving them a bit of money every month.
Get Your Marketing Ducks in a Row
Metrics and measurements are an absolute must! You need to constantly know what is working and what isn’t. Is your CTA within the article actually pulling in clicks? Are those converting to leads? What articles are drawing the most traffic.
Once you start seeing that something is working, keep at it! Watch your mailers carefully too! Are you still getting subscribers? What are your open rates like? Do you need to do AB testing on various days at various times to significantly increase your open rates? There are easier ways to track these metrics, but AB testing is also a great way if you are starting out.
About the author:
Dave Schneider is the founder of LessChurn, churn reduction app. In 2012 he quit his job to travel the world, and has visited over 65 countries. In his spare time, he writes about SaaS and business at DaveSchneider.me.