You want more leads. That’s what the marketing and sales conversation always boils down to. It’s easy to get caught up in this mind-set, always asking where you can get new leads. Contrary to what you might think, the major problem in the insurance sales process isn’t the lack of leads, it’s the lack of knowledge around insurance stopping people from using your agency. When people don’t understand the industry, how premiums are decided, and what is or isn’t covered under their policy, the only messages they’ll hear are dealing with price. When all they know is price, they look for the cheapest option.
You don’t have a lead generation problem in front of you, you have a marketing communications problem.
People don’t understand insurance. Aside from paying their monthly premiums because they have to, the average consumer doesn’t put much thought into how the industry works, how premiums are calculated, and why having particular levels of coverage is important. You can’t look at this as a problem that burdens your industry. Instead, see it as an opportunity to educate prospects and convert them to customers.
Leads are everywhere. Almost every person has a need for insurance. Every email subscriber, Facebook page like, Twitter follower, and person you interact with should be considered a lead. Changing their perspective on how you can help is what you need to start focusing on. But, how do you do it?
Make a Plan:
A marketing communications plan is essential for successful promotions. Build a promotion calendar that contains topics you plan to focus all communications on. This could be broken down by days, weeks, or months, whatever you think is appropriate. For example:
- 12/29-1/4: Auto Policies: Premiums, Your Limits, and How they Correlate.
- 1/5-1/11: Homeowners Insurance – What Does it Cover?
- 1/12-1/18: Why You Need an Umbrella Policy.
- 1/19-1/25: Are You a Landlord? Here’s What You Need to Know.
- 1/26-2/1: Preventing Frozen Pipes as a Homeowner.
Each topic could have 5-7 supporting points, graphics, or pieces of information that you use throughout the week. Doing this work in advance will ensure your marketing efforts don’t get pushed aside when things are busy in the office.
Identify Available Channels
There are many different channels for you to communicate your messages. Each channel requires a different method of crafting and posting information. For example, Tweets can only contain 140 characters, and Facebook posts with photos generally see higher engagement levels. Craft different messages for each of the following channels you plan on using:
- Email marketing
- Blog posts
- Google+
- Local news outlets
- Networking groups/associations
Spark Conversation & Be Responsive
Always remember that when you are putting out information, the intent is to get people thinking and engaging in conversation. Your messages should be crafted with that in mind, always trying to be as exciting and engaging as possible. Subject lines and headlines have to be enticing to get click-throughs and open rates. Twitter posts should compel someone to reply to Retweet. Know your audience, and how they use the tool you are on.