The 5 Ws of Insurance Agency Marketing: Questions to Hone Your Prospecting

The 5 Ws of Insurance Agency Marketing: Questions to Hone Your Prospecting

If you’re still wondering how to improve your insurance agency marketing, the answer is: data.

While that one-word answer is simple, the process of gathering, analyzing, and acting on data isn’t so easy. But if you put in the effort, it’s worth it; that’s why Everest Company found data analytics use in the industry could quadruple in just one year.

With over 70% of consumers looking for insurance quotes online, the data is out there for you to capture. Get your team started with honed marketing by breaking data analytics down into five parts.

#1: Who are Your Customers?

As always, you start with the “who.” Who are your customers? You may think you know, but there is always more to learn. How old are they? Where do they live? Where are they in their careers? How do they like to communicate with you? These are just a few of the questions you can ask to get a picture of who you’re serving.

You want to know as much as possible about your customers so you can determine different ways to categorize them. Customer segmentation is a critical factor in executing a successful insurance marketing campaign. The more groups you can create, the more you can personalize each outreach experience.

#2: What Do Your Customers Want?

Part of understanding who your customers are is knowing what they want. Once you pay attention, it’s not too difficult to determine your customers’ preferences. Marketing automation data can show you different groups of customer communication preferences, and you can see what content resonated with them based on engagement. With that information, you can change your marketing tactics to coincide with their choices.

#3: Where are Customers Finding You?

Your insurance CRM and marketing automation can answer this question. Different customer segments will likely come to you from different places, and you’ll need to make yourself known in those spots. Possible origins could be a Google review, family or friend recommendation, or marketing email. Make sure you’re tracking and asking each new customer how they found you – the more you know, the better you can maximize your marketing presence.

#4: When is the Optimal Time to Contact Your Customers?

Once you know who you’re connecting with, where to find them, and what methods to use, you can further hone your outreach by understanding when to reach out. Again, each segment will have different preferences. For example, customers who like phone contact may prefer evenings and weekends, while those who like texting might want to get in touch weekday afternoons. The best times to reach out are not limited to the time of day and days of the week. It also includes the time of year or period in their policy cycle.

#5: Why do Your Customers Choose You?

Essentially, the last question to ask is, “Why us?” With so many options out there, what is it you offer as an agency that makes you stand out to your customers? You can gain this information through online surveys, but the best way is from personal outreach, asking the question (yes, people are still involved!). To make it easier on your customers, give them options – like “customer response time” or “personalized policy” – to increase the likelihood they’ll respond.

Gain and Process Data Better with Partner Platform

Gathering and analyzing data can seem overwhelming without the right tools. We equipped our Partner Platform agency management system and insurance CRM to simplify data collection and interpretation for our clients. The last thing you need as an agency is one more complex system with a litany of steps – Partner Platform is one robust system with straightforward, streamlined processes.

With our Partner Connect customer outreachProducer Results Manager CRM, and built-in Marketing Automation Manager, Partner Platform is one fully integrated data processing system. Plus, our customizable business insights make output just as easy as input when it comes to data.

Find out more about this robust yet simple management system experience: contact us at 800.747.7005, Option 6, or sales@sisware.com

5 Signs it’s Time to Ask for Insurance Agency Marketing Help

5 Signs it’s Time to Ask for Insurance Agency Marketing Help

“We all need somebody to lean on,” as Bill Withers said in his famous song Lean on Me. Yet, it can be challenging to know when and how to ask for help. Working in an independent agency, you likely need more help than you know. With a small team, everyone is usually tackling more than one job at a time, making it easy for something to fall through the cracks.

Though you may intend to put effort and thought into something, invariably other time-sensative matters comes up. For many agencies, that something is insurance agency marketing. Whether it’s a customer request, an uptick in claims, or another important measure, marketing gets put on the back burner again.

So how do you know when it’s been too long since you paid attention to your insurance marketing? There are a few signs that it’s time to get help.

1. You can’t remember when you last updated your website

In the last five years, websites have gone through many changes. If you don’t remember when you last logged in to your website’s editor, you need to get in there now. Do you have your current logo and branding? Recent photos of your staff? Is your website readable on mobile devices as well as desktops? The time to update is now.

2. Your social media presence is stale…or nonexistent

When it first came on the scene, social media was primarily a tool for personal connection. Now it’s a powerful business tool, too. If your agency doesn’t have an up-to-date social presence, you’re missing out on numerous marketing opportunities. Look for help to bring social to your agency.

3. You don’t have (or know how to use) marketing automation

One excellent tool to help with your social presence is marketing automation. With marketing automation, you can schedule social media posts to keep your feeds fresh and reply to interactions with your followers. Plus, marketing automation can send an automatic email and social messages, track customer and prospect engagement, and more. It’s now a must-have tool to gain insights into how to market effectively and streamlines your marketing processes.

4. Your lead generation and closing strategies are old (or don’t exist)

You absolutely need a lead generation, nurturing, and closing strategy. While word of mouth marketing is powerful and effective, it cannot be your only strategy. In recent conversations with independent agency owners and insurtech providers, we’ve repeatedly heard that finding and cultivating quality leads is essential for modern independent agencies to survive. Get help to define and hone your strategies.

5. You don’t have a CRM (or know how to use it)

An insurance CRM is critical to creating and managing your lead generation and closing strategy. CRMs hold all your customer and prospect information and help you see the links between who is your ideal customer and why. It also provides data on what methods convert leads and keeps customers around. But it can be confusing and intimidating if you don’t know what you’re doing. If you’re unsure about an insurance CRM, get help in implementing and customizing. The investment is more than worth it. 

The Partner Platform Community is Here to Help

Whether it’s help with your agency website, questions about marketing automation and CRM integrations, or tips on utilizing your management system to improve marketing, the Partner Platform Community is here to help. Our expert SIS team has all the product know-how, our Partner Platform agencies have the tips and tricks, and our Partner Allies tech partners have the technology integrations to serve all your agency marketing needs.  

Find out more about how the Partner Platform agency management system and insurance CRM, and the Partner Platform community, can be your lifeline. Get in touch with us at sales@sisware.com or 800.747.7005, Option 6.

Reviews and Referrals: Insurance Agency Marketing for Sustained Growth

Reviews and Referrals: Insurance Agency Marketing for Sustained Growth

The insurance industry and insurance agency marketing are changing. As we’ve talked with some of our Partner Platform clients and technology partners, we’ve consistently heard that cultivating a solid customer base and understanding and addressing customers’ needs is what will make agencies stand out over the next five to ten years.

Two ways to keep customers and grow in your niche are through agency reviews and referrals.

Why Reviews?

The importance of customer reviews has grown exponentially in the past few years. What was once a nice way to get customer feedback has become an essential marketing tool. Reviews establish trust, a critical but difficult to cultivate factor in gaining and retaining customers. [SD1] 

And, reviews can help you learn more about your customers. Positive reviews highlight what’s working, while negative reviews show you how to improve your service.

Making Reviews Work for You

To harness the marketing power of reviews, you need to get involved. Your agency is receiving reviews right now, so the first step is to find out where you’re being reviewed, claim your business page, and take control of the narrative. Most businesses find reviews on Google, Yelp, the BBB, and even Facebook.

Once you’ve found your reviews, address any negative feedback. Whatever you can say or do to acknowledge the customer’s concerns and provide some form of a solution helps. Write your reply on the review site and attempt to reach out to the person in private, too.

Now that you know where you’re reviewed, you can also point customers to review your agency. Studies show that up to 68% of customers will leave a review, but only if you ask. You can directly ask customers when interacting with them, give them an option to leave a review after a service experience, and simply include a “leave us a review” link in your email signature.

Finally, don’t wait to ask. The ideal time to ask for a review is after a customer had a good experience. Ask for reviews after a speedy policy renewal, successful claim processing, or another positive interaction. You want the customer to have those “good vibes” in mind when they write up their experience.

Why Referrals?

As an agency owner, you likely already know the value of gaining referrals. Referrals come at little to no cost to your agency and bring in valuable leads.

Making Referrals Happen

So how are you to gain these holy grail referral customers? Similar to reviews, the first step is to ask for referrals. The ask can be as simple as a “know anyone looking for ‘X’ type of insurance coverage?”. Make the ask in an email, phone call, or in-person conversation – it doesn’t matter where, just ask.

Again, similar to reviews, ask after a good experience. You’re much more likely to get a “yes” to your referral ask if you do it after a customer had a positive interaction.

Another referral tactic is to offer an incentive for referrals. While you can’t offer discounts to policies, you can offer an Amazon gift card or entry into a raffle to win a day at a local spa. That slight nudge can be what someone needs to connect you with a referral customer.

You should also make it easy. Don’t put the work on the customer making the referral. Supply them with an email template or card they can hand to someone. Offer a link to a pop-up referral email in your email signature, too. Anything you can do to remove barriers increases your chances of success.

Finally, keep asking for referrals. While you don’t want to hammer your customers with the subject every day, you should reach out a few times a year to remind them they can refer someone to your agency. The more you ask, the more likely you are to get that “yes” eventually.

Turn Reviews and Referrals into Customers with Partner Platform

One of the best ways for Partner Platform agencies to make referral and review requests easy is to use our integrated CRM and marketing automation system. Agents can see how prospects and customers are connected to target ideal referral requests. Marketing teams can leverage marketing automation to remind customers of review and referral opportunities and follow-up as needed.

And, our integrated Proposal Creator makes the time from a referral or review contact to becoming a customer shorter than ever. With built-in, branded proposal templates, Partner Platform users can have a proposal to a potential customer in minutes.

Learn more about how our intuitive, customizable Partner Platform agency management system and CRM can help you grow your client base and keep your agency thriving for years to come. Get in touch at 800.747.7005, Option 6, or sales@sisware.com.

These Blogs Will Improve Your Insurance Marketing Strategies

These Blogs Will Improve Your Insurance Marketing Strategies

We’re almost halfway through the year, and a lot has changed since January. At this mid-year mark, we took a look back at some of our most popular posts and put together a list of the essentials. These posts can help hone your insurance marketing strategies for the remainder of the year and beyond.

Posts to Improve Service

  • What Customers Want and the Insurance Software to Get It (view post)
  • What Insurance Tech Do Agency Customers Want (view post)
  • Digital Insurance Customer Service: Keeping it Personal (view post)

Posts to Improve Your Website

  • Expert Tips for Building Your Insurance Website for Sales (view post)
  • The Top 5 Must-Haves for Insurance Websites to Stay Competitive (view post)
  • Making Your Agency Website Your Own with Partner Connect (view post)
  • Insurance Marketing Strategies: Starting a Blog (view post)

Posts to Improve Your Overall Marketing

  • Intentional Insurance Agency Marketing in Four Steps (view post)
  • The Key to Stepping into Insurance Sales Software (view post)
  • The CRM for Insurance Agents: A Step-by-Step Guide (view post)
  • Let Us Help Your Agency Grow: The Top Insurance Prospect Software from Partner Platform (view post)

These posts are just the start of the informative content we have to help your agency improve your marketing, sales, and overall processes. Check out all our articles on the Partner Platform blog and get in-depth resources with our online guides. Got a topic you’d like to hear more about? Contact us and let us know.