We work exclusively with insurance agencies and pay close attention to the marketing being done by insurance agents. While there are some agencies doing a very good job of marketing and advertising themselves, there are many making the same common mistakes over and over again:
1.) Lack of Consistency
In order to be really effective, your marketing efforts need to be consistent. That means a steady flow of information and materials that have a common look, feel and message. Infrequent bursts of dissimilar marketing efforts are rarely effective.
2.) Amateur Appearance
Even when it first came out in the 90’s, using Microsoft Word clipart in your marketing materials was NEVER acceptable. There are a number of resources available today to legally obtain the rights to high quality images.
3.) Disconnect from current branding/reality
Do you have a specific market you target? Do you specialize in particular industries or lines of business? Does your marketing material, website, and business cards reflect this? It’s amazing how many businesses expect their potential clients to be clairvoyent. If you know what markets you’re going after, tell them you’re coming for them. Don’t be afraid to exclude potential clients – it might be the most profitable thing you can do.
4.) Not utilizing carrier resources (materials, content, co-op funds)
Make sure you are using all the resources available to you. Having spoken to many insurance carrier marketing reps over the years, it’s astounding how many insurance agencies never use the co-op funds available to them.
5.) Not engaging staff or clients on social media
Your staff can be a marketing machine for you – constantly promoting your business to their friends, family and contacts, and so can your exisiting clients. Start engaging your staff and clients on social media platforms. It will take a awhile to build, but once it does you’ll basically have an army of people happily marketing your business for you – for free!
If this all sounds like a lot of work, you’re right, it is. You either need a staff person dedicated to maintaining and marketing your brand, or you need to outsource it. We are a marketing firm that provides a full suite of marketing services for much less cost than hiring staff. www.agencyevolved.com
AgencyEvolved is a comprehensive marketing service for the insurance industry. We help insurance professionals evolve by creating long-term growth and value through strategic marketing.
We work with insurance agencies, insurance wholesalers, insurance industry organizations, insurance companies, insurance networks and aggregators and other companies or organizations serving the insurance industry.
Smart marketing by people who know insurance.