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
#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
“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
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
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
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.
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 email@example.com
or 800.747.7005, Option 6.
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.
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]
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.
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.
60% of marketers say referrals bring in the highest volume of leads, and
54% say they have the lowest cost-per-lead
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
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
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
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.
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.
Everyone loves to get two for the price of one. It’s the beauty of doubling your money and getting more done in half the time: a win-win for all. The digitization of insurance has made that “two for one” thrill possible with insurance marketing tools that double as...
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
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)
Expert Tips for Building Your Insurance Website
for Sales (view
The Top 5 Must-Haves for Insurance Websites to
Stay Competitive (view
Making Your Agency Website Your Own with Partner
Insurance Marketing Strategies: Starting a Blog
Posts to Improve Your Overall Marketing
Intentional Insurance Agency Marketing in Four
The Key to Stepping into Insurance Sales
The CRM for Insurance Agents: A Step-by-Step
Let Us Help Your Agency Grow: The Top Insurance
Prospect Software from Partner Platform (view
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
Since our founding, the Partner Platform Community has grown exponentially. What started as a group of agencies and dedicated staff has exploded to contain much more. One of those additions is our group of Partner Allies. This team of insurance agency software providers started as a collection of exciting integration possibilities and grew into an ever-expanding coalition of cutting-edge insurance tech.
Another year is here, and we can already see what’s on the horizon for digital insurance—the last few years demonstrated the need for more data gathering and analysis, tech integration, and a focus on personalizing and streamlining customer service. The 2021 Independent Insurance Agent Survey found that, before the COVID-19 pandemic, about a third of agencies said they “lacked the financial or other support” to invest in digitization. However, by the end of 2020, 77% were investing in digitization, showing digital insurance is growing rapidly.
As we ring in the new year, let’s take a look at what’s on the digital insurance horizon for 2022.
This year continued a trend of technology’s growing influence in the insurance market and all industries at large. We saw a shift where more clients embraced agency software and integrated it into their regular systems and processes. This growing interest and influence prompted our Partner Platform and SIS teams to ramp up our tech focus, including several blog posts on this highly relevant topic.