It doesn’t matter whether you consider yourself introverted or extroverted; the fact is part of running an agency means meeting people and making connections. Everyone has their own way, but being social is a critical piece of your insurance agency marketing. Here are three ways you can up your interactions, engagements, and ultimately sales.
Discover more ways to reach out and make connections with our post on “How Do Insurance Agents Get Clients?”
- Go where the people are
Never expect people to come to you – it is always your job to go to them. That means getting “out there” physically and virtually.
Engage with prospects virtually with a social media presence. Create and maintain profiles on Twitter, Facebook, LinkedIn, and Instagram, among other platforms. Use these profiles to build relationships by interacting with followers and establishing your agency as a local expert.
Engage in social media groups, especially on LinkedIn, and use your profiles to watch for life changes from certain prospects. A Facebook post on getting a new car or tweet about a child graduating give signals it may be time for them to re-think their coverage.
Use the right outreach methods for your audience – find out how in our Marketing to the Generations post
You also need to be physically present in your target territories. Spend time in local coffee shops, attend services at a community church, and have your car serviced at an area auto body shop. Each time you’re out and about is an opportunity to see a prospect or current customer and build a relationship through conversation.
Go one step further by volunteering with local service agencies and attending local events like sports games or festivals. Get your name out there by sponsoring events or hosting booths, helping people to connect your agency with community and service. Hold events of your own as well, sharing your expertise in areas like planning for the future and protecting your home from natural disaster.
Read more on prospecting in your community in our recent blog post
- Keep them talking
When you do get into a conversation (whether online or in-person) keep your goal in mind. That goal may be to introduce yourself as an agent or to find out more about their needs, but ultimately it will always be to keep your conversation going. That means determining a time when you can talk again; setting up a meeting or phone call. Whatever you can do to move a step forward is a win.
In your impromptu conversations, focus on getting to know the person and find out what they’re looking forward to, worried about, or other significant events in their life. This creates an opportunity to think about how you can protect the things they need protected and bring peace of mind to them and their families. Use this knowledge when you meet.
During your planned meetings, find out what prompted them to meet with you and/or what they hope to get out of the meeting. With the right questions, you can uncover their direct needs, making it easier to win them as a customer. At the end of your meeting, ask if there is anything you missed that could help them commit.
Are you asking the right questions? Find out in our blog on Prospecting Right
- Use the right tools
Talking and engaging with prospects is only one part of the equation. You need the right tools to document and help you continue the conversations. Texting is becoming more popular for agents and customers alike, and integrated texting can help you capture these conversations instantly.
Marketing automation is another essential piece for prospecting. Segment your client and prospect lists to communicate the right message at the right time, and more easily stay in touch using automated campaigns.
How do you manage relationships with people who are not yet your customers? All the data you collect should be stored in a Customer Relationship Management (CRM) tool to help you manage activity and analyze your efforts.
The final pieces you need for quality outreach and engagement are a branded app, client portal, and high-quality website. Each of these elements is essential to your online presence and customer service.
The app and portal allow customers and prospects to reach you wherever you are and get the information they need instantly.
Your website is your landing place – it’s where people will go after they’ve talked with you or to do research before a meeting. Make sure it is well-branded, easy to navigate, and an effective way for customers to connect with you.
Effectively Engage with Partner Platform
Once you have new leads, you need to track, engage, and nurture each before they become customers. We’ve designed our Partner Platform agency management tool to do just that. Partner Platform offers an integrated Producer Results Manager CRM to follow prospect progress, and Marketing Automation Manager to keep contacts connected. And, we’re introducing our Partner Connect customer engagement tool to keep prospects-turned-customers engaged for years to come.