Insurance Agents: The Fatal Business Mistake You Don’t Know You’re Making
Most people use the words advertising and marketing interchangeably, but they are NOT the same! This subtle misunderstanding is hazardous to your business. You may be neglecting important opportunities and preventing your growth!
So what is the difference?
Advertising is what you spend money on to promote your business, such as direct mail postcards, radio ads, TV commercials or ads in the yellow pages and is included in marketing. But marketing is so much more — covering everything that goes into the transaction between you and your clients. This includes everything from the personality of your staff to your business's Facebook page. Any way your client interacts with your business is covered under marketing.
Most insurance agents know they need to advertise, but often they forget to market! But doing both is crucially important.
So, what does that really mean for your business?
Apply these 3 proven marketing techniques (along with standard advertising like direct mail postcards) to pull in new customers.
1. Review & overhaul your website
In most cases, your website is your first impression, so it better be a good one. I've found 90% of prospects will visit your website before they call you for an appointment.
It is important to have a unique, professional site, so potential clients remember you after comparing you with other insurance agents. Review your current site and ensure it reflects your other advertising efforts and messages. If it's not up to par, contact a credible web design firm. Make sure they show you samples of their work based on your desires and goals.
2. Get social
Social media is the most affordable way to build relationships with clients and increase the lifetime value of your clients.
The startup process may seem overwhelming at first, but it's not if you have the right guide. Use these 5 Super Easy Tips to Get Social ASAP to simplify the process and lay the foundation for your social media strategy.
3. Publish an informative eNewsletter
By creating an area on your website to collect email addresses, you can follow up with leads by sending a newsletter. An eNewsletter establishes you as a trusted information source and gives you the chance to offer free tips and discounts to your clients and prospects.
Staying in touch with clients and prospects ensures they remember you the next time they reevaluate their policies. Work with your marketing firm to develop a weekly or monthly eNewsletter and consistently send out to your email list.
Marketing works hand in hand with advertising to bring the maximum number of new clients into your business. Advertising brings in new potential clients while marketing closes the deal by providing a consistently positive brand image for your business and follow-up system.
Need help executing or coming up with an effective advertising and marketing program? Talk to one of my marketing consultants by calling 1-800-628-1804 and find more resources at www.postcardmania.com.