How old is your agency website? Do you have a
website at all?
If your answers are anything besides “Not very” and “Yes!” then it’s time for you to get working on updating or creating an insurance agency website. And one that works. Close to 40% of individuals surveyed said they would stop engaging with a site they found unattractive. Studies show it takes less than half a second for users to form an opinion about a website, so you have little time to make the critical impression that will get people to stay.
It’s challenging to make a business stand out in any market. When it comes to insurance agency marketing, this can be particularly challenging due to the industry’s nature. How can you differentiate your agency when all agencies provide such similar services? While quality customer care, price, and ease of service are helpful, they can only so far.
How can you make your agency stand out? Consider
finding your niche.
Why Finding Your Agency Niche Matters
McKinsey & Co survey found agencies should focus on “well-articulated
value propositions targeted at a small number of customer segments…that require
more specific advice, tailored products and a greater degree of service.” Another
survey showed close to 50% of “middle-market insurance agencies”
specialized in products or industries, and that number is expected to rise to
two-thirds by 2022.
Why have so many agencies turned to specialization?
To make themselves stand out in a saturated market. When you’re known as “the
agency that does ‘X'” you have something that makes you known.
Specialization helps agency branding and Google ranking, too.
Targeting a niche market also improves service. With
a niche market, you can focus more time on one area, learning the ins and outs
of that product or industry. Greater expertise allows you to be nimbler so you
can see what’s coming and adjust your coverage and services faster than others.
And, it’ll speed up your workflow as you get to know client needs, processing
coverage and claims quicker.
Get to know more insurance marketing strategies to gain website traffic here
How to Identify and Leverage Your Niche
For specialization to be effective, you need to be
methodical in identifying and leveraging your niche. The steps are relatively
- Identify your agency niche. Look at your book of business and determine specializations. Target a service or product in which you have a relatively high amount of business and one in which you see growth potential. Niche areas include:
- Emergency vehicles fleets
- Online commerce businesses
- School districts
- Family farms
- Active military members
- Learn how to serve your niche. Analyze
data from your CRM, marketing automation, or other data tools to identify
marketing tools and methods that resonate with your niche market. You may also
consider hiring an outside agency to conduct market research.
- Adapt your website. This is where
your Google ranking comes into play. Add keywords associated with your niche to
your website URL, include it in the homepage name, and create pages and posts devoted
to your niche. The more related keywords you have on your site, the higher you’ll
climb in Google.
- Market your niche. The final step is
getting the word out about your specialty—leverage marketing
automation to post on social media and create email campaigns around your
niche. Get in touch with clients and ask them for referrals in your niche area
and testimonies about your service. The more you can spread the word, the
See how to leverage marketing automation and your CRM to gain more business
Get the Tools You Need with Partner Platform
Whether it’s an integrated
automation, or website
upgrade, the Partner Platform team has the tools you need to identify and
leverage your niche for maximum market impact. With custom
dashboards and reporting and targeted training and customer support, the
Partner Platform team and system can help you understand your agency niche and
help you better serve your customers.
Find out more about how our team can help your
agency succeed. Get in
touch at email@example.com or 800.747.7005,
If you’re like most independent insurance agencies,
you’ve got service down. Referrals are coming in thanks to your stellar
performance, but it’s still not enough to keep your pipeline flowing. You need
to invest in the right insurance systems and strategies to gain the leads you
need to grow. We’ve got you covered.
5 Steps to Gain Insurance Leads
Let’s start with the steps to take. Surprisingly,
it’s not as complicated as you’d think to put a lead generation and conversion
plan into place.
- Get Data. Find out what your current customers are responding to, get to know what’s bringing in prospects, and have a place to store all of it. You can also leverage market research, conducting your own, or hiring an outside provider to get a pulse on what’s happening in your market.
- Analyze Data. Use that data you’ve gathered to find out what’s working and what’s not. And, identify different prospect segments: look for groupings like lost opportunities, client proximity, or similar policy needs. Studies show marketers have seen up to a 760% increase in email revenue thanks to segmentation.
- Create a plan. Now that you know what’s working and the groupings you need to target, define how you’ll do it. Establish targeted outreach campaigns for each segment, including a defined outreach script, cadence, and marketing content.
Get to know more about outreach
content and cadence from our parent company, NuGrowth Solutions
- Ready your team. A plan is only as good as those who execute it. Help your team understand the how and why of your outreach strategy and assign producers to enact specific prospect segment strategies. Consider bringing in an experienced development team to train and coach your team as you start up: this defined, strategic methodology may be a new and uncomfortable approach at first.
- Assess results and repeat. Keep track of how each element of your strategies are performing. Use quantitative data from stats like click-through or meeting set rates, but don’t make it your only source. Leverage your producers to get qualitative feedback on conversations and what prospects are saying. Keep tracking, recording, and analyzing your results, making adjustments along the way to continually improve performance.
Need outside sales help? Check
out this post from our parent company
The Top 3 Insurance Systems You Need to Gain Leads
So, you need to track, store, and analyze data –
but where? With what? How? There are three systems you need to gain the necessary
data and sales insights.
- Marketing Automation. Designed to
streamline and automate marketing tasks, marketing automation helps you create
and implement targeted outreach campaigns and track results.
- Customer Relationship Management system
(CRM). CRMs bring together the quantitative and qualitative data you need
in a one-stop-shop for your prospect information. Leverage a CRM to implement
targeted outreach strategy and record detailed data on outcomes. And, a CRM
keeps you on track with maintaining outreach through reminders and updates.
communication tools. Specifically, integrated texting and email tools. With
integrated communication tools, you’re guaranteed to capture every conversation
in your CRM for easy reference and data analysis.
Get the Sales Tools You Need from Partner Platform
We’ve brought all the sales tools your agency needs
to one system with Partner Platform. Our Partner XL sales and marketing system
brings our Marketing
Automation Manager and Producer
Results Manager CRM together in one system, so you don’t need to import and
export management system data for sales. And, our integrated
email and texting sync all your communications in one place.
Beyond these tools, Partner Platform comes
equipped with top-of-the-line reporting
and analytics, customized for the insurance agency, and targeted
system training to help get you up and running.
Discover how the Partner Platform system and the team can work for you. Get in touch at firstname.lastname@example.org or 800.747.7005, Option 6, to find out more.
75% of the world’s internet users aged 16 to 64 buy something online each
month. And, according
to Forbes, more than half will make that purchase on a mobile device.
expectations adapt in all industries, insurance is no exception. Customers seek
a more personalized experience, based on rapid digitization. Companies are gathering
information on client preferences and adjusting quickly to meet their needs.
Yet, many independent agencies find it difficult to capture and analyze the
wealth of data needed to meet these expectations.
automation + an insurance CRM are building blocks to capture this meaningful
information and turn it into relevant action and communication. Each has its
own benefits, but agencies need both to make a real impact. Studies show
businesses that combine these tools increase lead qualification by more than 450% and sales productivity by close to 15%.
The combo of
marketing automation and an insurance CRM allows agencies to see data at a
granular level, revealing customer insights and new market opportunities. Each
works on a different end of the sales funnel to help agencies bring in more
customers, improve service, and expand business.
See Partner Platform’s sales
and marketing offerings here
Marketing Automation: Get to Know Your Customers
automation software is designed to streamline and automate marketing
tasks. Leverage marketing automation to get to know customer habits and launch
targeted outreach campaigns. Schedule and track each campaign and use the data acquired
to identify new markets and dial in on winning marketing techniques.
marketing automation’s main benefits include:
- Segmented marketing lists by interactions, interests, preferences, etc.
- Automated content distribution based on list segmentation
- Scheduled drip campaigns based on actions such as website visits or email response
- Targeted campaign analytics
Partner Platform’s marketing automation
tool integrates with the Partner
Platform agency management system to provide:
system for lists, content, and distribution to clients
email, texting, and letter campaigns
library of professionally written marketing content
templates that can be customized for any agency
automation allows agencies to program high-impact client communication tasks so
they can do more in less time. Though the beauty of automation is powerful,
it’s missing one critical element: the human touch.
Get the details on the Partner Platform Marketing
Automation Manager here
CRMs: Connect with Your Clients and Prospects
(Customer Relationship Management systems) bring that human touch. The
human connection brings the personalization prospects need to become customers,
and customers need to become long-term clients. While marketing automation
provides context on where a lead came from and what they’re interested in, a
CRM helps producers implement a targeted outreach strategy to bring the
CRM uses include using it to:
- See the
complete prospect journey, including the last contact
a particular individual’s or segment’s interest and concerns
daily reminders to stay in touch and follow-up at a determined pace
alerts to remind of scheduled calls, meetings, renewal dates, or other
important events in the prospect or customer’s life
The Partner Platform Producer Results
Manager (PRM) is a CRM purpose-built
for independent insurance agencies. It brings all the benefits of a CRM, along with
agency-specific elements like:
- User-friendly design and navigation
- One-click scheduler for follow up tasks
- Ability to create and send multiple policy
applications to carriers using pre-populated ACORD forms
- Complete integration into Partner Platform, eliminating
the need for third-party software and spreadsheets to track sales activities
Discover more about our Producer
Results Manager CRM here
Get the Sales and Service Solutions You need with Partner Platform
Platform brings the power of the CRM and marketing automation combo, along with
a connected Client Portal, Agency-Branded
Mobile App, and website, providing
all the data agencies need to customize interactions for their prospects and
continue to add tools to grease the wheels of the CRM-marketing automation
machine to meet the growing demands of our Partner Platform agency family. See
for yourself – view a demo or contact us at email@example.com.
In an increasingly mobile and connected world, your agency needs to respond by transforming to a digital insurance agency. Your employees, customers, and prospects are accessing more information digitally than ever before. Is your agency equipped to mitigate the risks associated with the digitization of insurance? These steps can help you prepare your team and your business.