“Should I run Facebook ads?"
This is a question I often get asked by friends and agencies I’ve worked with or coached. My answer to them is:
If you are speaking to everyone, you are speaking to no one.
One of the biggest mistakes often made, not just by insurance agencies, but by businesses in general, is trying to speak to everyone in their marketing and sales messages. They figure, “if I cast a wide net, I will get more prospects.” Unfortunately, that’s not the case. The broader and more general the marketing message is, the fewer amounts of prospects you will actually attract. Worse, you will end up attracting the wrong type of prospects.
Squirrel! How to Focus on Marketing Principle #1 for Your Insurance Agency and Not Get Distracted by Shiny Objects!
Squirrel! It’s very easy in today’s connected world to get distracted by the next shiny object. For kids and teens, it was Pokemon Go, then fidget spinners, and whatever else that will come next. When it comes to marketing for insurance agencies, it can be the newest social media platform, to the newest integrated insuretech products.
Don’t get me wrong, there are many new and great tools coming out by the minute. Some may just help move your agency forward to the next stage of growth, while others may be a distraction that costs you time and money.
So how do you decide what’s the right tool? How do you decide if Periscope, Facebook Live, Snapchat, or that insuretech company that keeps emailing you is the right one to use?
Before you can decide what tools to use, you must first back up and answer the most important question…
Have you ever been to a networking event at a chamber or other networking groups? If you have, you may have experienced what I am about to describe.
I had the opportunity to speak with my good friend, Danny Chang, and picked his brain to provide marketing advice for new and emerging insurance agencies. Personally, I believe his advice could be applied to agencies of all sizes and stages.
Danny was the former head of marketing and site experience at eBay Motors, and has a long list of amazing credentials and accomplishments. Please see his bio at the end of the blog.
Q: As a seasoned marketing professional, what advice would you give new or emerging insurance agencies to establish a marketing presence for themselves?
For the most part, insurance products are a commodity, or at least, perceived as such. As insurance agents, you know there are differences between carriers, and not every policy is the same. Whether it’s claims handling, ease of use, customer service, or other benefits, you know that some carriers will take care of your clients better than others.
Unfortunately, most policyholders and prospects only look at once thing, the price. Some will ask you to shop every renewal; others will leave you for another agent for a lower quote, while new prospects may only talk to you if you have the lowest quote. Even when you try to present the differences between quotes, they often still choose the lower price.
The challenge is that most of your clients and prospects don't know or don’t care enough about insurance to make the right decision. So, what’s the solution?
The About Us page is a seemingly simple and unimportant page, but this is where most insurance agencies get it wrong. In fact, the “about us” page is often one of the most visited pages on a website.
John Wooden was most famous for his 10 record NCAA championships during his tenure as the UCLA men's basketball coach. Many consider him to be one of the greatest coaches in sports history. Although, he’d prefer people remember him as a teacher vs. a coach. After all, he was a high school English teacher in Indiana for many years before he became a legend in Westwood. In reality, John Wooden’s teachings went far beyond the basket court. His success philosophies have served as the foundation for many leaders and businesses around the world.