By Richard Reich
Making a name for yourself as an insurance broker isn’t as easy as it used to be. With major corporations like GEICO and AIG dominating the global market, competition is fierce. How can you cut through the noise and get the attention of your target audience? It starts with great marketing and some good old-fashioned candor. Here, in ascending order, are the top six marketing tips for brokers who are looking to get a leg up on the competition.
6. Put Your Name Out There
In order to be a successful broker, people must be able to find you. That means having a website that uses proper SEO (search engine optimization) techniques. You can demonstrate your expertise by creating regular blog posts that address the various issues facing the insurance industry today. You also can advertise your services in trade publications or finance blogs and magazines. The more visible you are, the better. People tend to trust a name if they’ve heard it before.
5. Be Social
Facebook isn’t only for college students or to reconnect with your high school classmate from 1975. It has become a powerful marketing tool for major corporations and small businesses alike. Take some time to create a page that advertises your services and gives people more in-depth information about your company. Putting a face to the name also helps build trust. A photo of yourself or your colleagues adds a personal touch, something that massive corporations might not be able to offer.
4. Get Mobile
Google announced this year that more than half of their Web searches take place on mobile devices. Smartphones and tablets have become the devices of choice when it comes to browsing the Web. Google also announced new mobile-friendly updates back in April. This means that mobile-friendly sites will rank higher on mobile search results. If viewers have to tap, zoom or resize the page when they click on your website, they’ll probably move on in a matter of seconds.
3. Pick Up the Phone
Your best asset when it comes to competing against the big guys is your ability to develop a personal connection with client. Consumers tend to prefer the accessibility of a small firm as opposed to a faceless corporation. This requires a little extra effort on your part. You need to make yourself available to your clients 100 percent of the time. Pick up the phone and give your clients the time that they deserve. Be prepared to walk them through every aspect of the insurance process. Great customer service will almost always win out.
2. Get Creative
Let’s be honest, insurance isn’t exactly a sexy topic. It deals with subjects that most people would prefer to ignore. You can view this as a daunting setback or as an exciting challenge. Be creative with your marketing efforts in a way that appeals to your clients. Look for unique ways to advertise the importance of insurance. However, life insurance is a serious matter. Don’t get too outrageous with your ideas or you risk appearing distasteful or unprofessional.
- Build Trust
Your ability to build trust is the most crucial component when attracting new clients. It takes major corporations years to create a brand that instills confidence in consumers. There’s no reason why you can’t do the same. In the wake of numerous corporate security hacks in recent years, you need to show your clients that you can provide adequate security. Make sure that your site is on https, the most secure online network, and advertise your commitment to security on your website by featuring Better Business Bureau or Norton security logos on your homepage. List your contact information freely. Customers are more willing to trust someone if they know that they can reach them.
Richard Reich is president of Intramark Insurance and has more than 20 years of experience as an independent life and disability insurance broker. Richard may be contacted at firstname.lastname@example.org.