Carriers can leverage insurance marketing efforts to create connections and foster loyalty with agents and customers.
In a world where convenience and immediate response rule, it is interesting that over 90% of US property and casualty insurance premiums are generated through an insurance agent (independent or exclusive). The most successful insurance agents are those that understand how technology and marketing work together to create a great customer experience – from the moment of an initial prospect to policy or claims servicing. The most successful carriers are those that know how to enable agents to sell.
But here’s the problem: The core marketing and sales business model of insurance has not changed in over 100 years. It is antiquated and generally does not meet the need of today’s consumer or business owner. It is not convenient and not responsive.
Insurance carriers have relied significantly on agents to sell their products. Yet most insurance carriers have no idea how to support their agents. This is perhaps one of the largest gaps – and opportunities – that the P&C insurance industry faces today.
Boost Agent Efforts with Marketing
As a carrier, you may have found success in one particular area of insurance, such as writing commercial auto policies. When shopping around for an agent, whether independent or exclusive, think about what your customer wants. They want agents who know their business, especially the risks and rewards. That’s also the type of agent you want to work for you. Perhaps you want them to only sell your policies. So how do you engage the best agents? You have to stand out in the industry. How? By implementing insurance marketing strategies.
Not only do agents prefer partner carriers who will help maximize their marketing efforts and increase customer sales. But, as more and more customers shop for insurance online, carriers have to become smarter about developing digital strategies that reach clients.
To have a robust digital strategy, carriers must invest in people, technology, and end-to-end business processes. The key is to implement a digital strategy that generates brand awareness for the carrier but keeps the agent the focal point of the transaction.
Embrace Digital Strategy
It’s important not to confuse digital strategy with digital marketing. Digital marketing is critical in communicating and engaging with customers across digital touch points such as social, search, websites and mobile apps.
But that’s just a component of the overall end-to-end digital strategy, which includes elements like:
- Creation of data-driven digital content that engages prospects and initiates a specific call to action during the full customer lifecycle.
- Search engine optimization that uses commonly searched keywords to draw in customers on the hunt for insurance.
- Social media marketing that depends on popular platforms like Facebook, Twitter, and LinkedIn to engage a wide and diverse audience.
- Marketing automation or specific software applied to administer and manage digital marketing campaigns and track success.
- Point of sale digital messaging for cross-selling and up-selling that quickly captures the attention of the agent through content-specific displays.
Create Lasting Connections
Carriers can leverage their insurance marketing efforts to create new connections and foster loyalty among customers – and agents.
- Here’s a perfect example: Social media marketing and video testimonials on loss prevention establish a personal connection that helps customers relate and trust their carrier – and agent. Customers want to buy what others buy. They want insurance they can depend on. And a provider that will cater to their needs, both online and off.
While customer needs are the priority, at the heart of all insurance marketing strategies is the agent – the one who serves as the face of the carrier.
- Another good example: To ensure an agent can continue nurturing that connection with clients, carriers should keep agents informed about insured transactions. This allows the agent to follow-up on services provided, and build a lasting relationship that results in retention and repeat business.
Implement Insurance Marketing Changes
It is time to put the agent in the driver’s seat – and on the road to success by changing your insurance marketing strategies. The focus should be on the omnichannel experience and the insurance agent, who provides the backbone to commercial and business and establishes a strong connection with customers, every step of the way.
Carriers that fully capitalize on digital opportunities will become the envy of the industry, and will have customers – and agents – clicking for more.
If you want help putting your agents, the most valuable players in the insurance industry, at the forefront of the transaction, contact our National Insurance practice. With our comprehensive business, technology, and digital services, we can help bring balance to your insurance marketing.
- Read our series: How Marketing Automation Can Enhance Agent Onboarding and Engagement
- Attend our live event in Boston to learn more: Using Marketing Automation to Enhance Agent Onboarding and Engagement
About the Author
Chad Caldwell leads Centric’s National Insurance practice. He has responsibility for more than 40 active projects across the P&C and life insurance industries. For the last decade, Chad has served as an advisory consultant to business and technology executives at several of the nation’s most successful insurance companies.