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Marketing for Insurance Agency

by guidetothegoodlife
33 replies
I am going to be doing some marketing work for an insurance agency, developing their social media, etc. Does anyone with experience in this area have suggestions? Know a good wso pertaining to it? Or aware of timeline templates, etc. I am looking for ideas, and I know this thread could be beneficial to multiple members here .
Thanks in Advance!
#agency #insurance #marketing
  • Profile picture of the author betterwtveter
    My dad was an agent for state farm and what we did was make a group of most of his friends to join a facebook group. My dad is a social person like me. So in the community he hold social evens and uses facebook and his blog to announce weekly meetings that he has for his insurance agency. He had a lot of fun with it. He announces prizes and raffles that he has at these meetings on his blog and facebook group. It worked out pretty good. It is not a ton of marketing, but it helped keep in touch with his clients.
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    • Profile picture of the author Joel
      Be very careful on what is said in your marketing efforts & get everything okay'ed in writing from the agency manager. Insurance is a highly regulated industry & insurance carriers are highly structured in what advertising is allowed. So, keep your focus on the agency, not a specific insurance carrier's policy.

      Joel
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      • Profile picture of the author sandalwood
        Originally Posted by Joel View Post

        Be very careful on what is said in your marketing efforts & get everything okay'ed in writing from the agency manager. Insurance is a highly regulated industry & insurance carriers are highly structured in what advertising is allowed. So, keep your focus on the agency, not a specific insurance carrier's policy.

        Joel
        I own an agency. Joel just told you spot on information. If I want to advertise a certain product, I have to use the company's approved ad. If I want to advertise my agency I don't have any restrictions other than I can't promise or offer a rebate or guarantee a rate.

        Here is a real life example. We wanted to post and handout flyers at the local university about a specific company's offer. I had to pay the university for the privelege and I had to use only company approved flyers. Had I made up my own, I could have been fined as well as having my license suspended or revoked.

        My agency is in NV so I don't know about other states but I bet they mirror each other in regs, policies and laws.
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  • Profile picture of the author Noah Fleming
    Focus on retention and client engagement.

    Retention used to be a lot higher in Insurance. Nowadays everyone is price shopping.

    Teaching him/her how to effectively build those relationships and engage clients regularly will have far more impact than any customer acquisition escapades you can send him/her on.
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  • Profile picture of the author sandalwood
    Originally Posted by guidetothegoodlife View Post

    I am going to be doing some marketing work for an insurance agency, developing their social media, etc. Does anyone with experience in this area have suggestions? Know a good wso pertaining to it? Or aware of timeline templates, etc. I am looking for ideas, and I know this thread could be beneficial to multiple members here .
    Thanks in Advance!
    Here is another suggestion. If infofree is still running their $315 for one year offer, have him jump on it. The databases they have should be up this guy's alley. If he is a P&C agent every category is open to him. If he is only L&H, he's limited but not dead in the water.

    Next, develop a strategy to reach a segment or niche and get the contacts from the IF database. For example, I am taking a Social Security webinar from one of our carriers next week. This particular carrier has some fantastic prospecting tips and techniques so I am anxious to take their webinar.

    The database I will contact are the 55 to 60 age group. These are the people closest to the magic 62 number. Not only will I have their age, I will have their income, street address (I can then find the value of their home), phone number. Don't need anything else to reach out to them.

    I tell you this because it is far easier to bring in premium, hence commission, then it is through social media and other related schemes. And, it means you can get a higher price for your service. A good marketing person is worth their weight in oil or gold to an insurance agent. I speak from experience.

    Anyway, another poster said to concentrate on retention. That too is fabulous advice. One easy way to do that is through policy reviews. When we do one and tell the client we have a better premium, they go bananas and begin referring more of their friends. It is low hanging fruit.

    I probably should write a how to make money marketing for insurance agencies ebook but who the hell would buy it?

    Hope you make a ton of money.

    Tom
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    • Profile picture of the author John Durham
      Originally Posted by sandalwood View Post

      Here is another suggestion. If infofree is still running their $315 for one year offer, have him jump on it. The databases they have should be up this guy's alley. If he is a P&C agent every category is open to him. If he is only L&H, he's limited but not dead in the water.

      Next, develop a strategy to reach a segment or niche and get the contacts from the IF database. For example, I am taking a Social Security webinar from one of our carriers next week. This particular carrier has some fantastic prospecting tips and techniques so I am anxious to take their webinar.

      The database I will contact are the 55 to 60 age group. These are the people closest to the magic 62 number. Not only will I have their age, I will have their income, street address (I can then find the value of their home), phone number. Don't need anything else to reach out to them.

      I tell you this because it is far easier to bring in premium, hence commission, then it is through social media and other related schemes. And, it means you can get a higher price for your service. A good marketing person is worth their weight in oil or gold to an insurance agent. I speak from experience.

      Anyway, another poster said to concentrate on retention. That too is fabulous advice. One easy way to do that is through policy reviews. When we do one and tell the client we have a better premium, they go bananas and begin referring more of their friends. It is low hanging fruit.

      I probably should write a how to make money marketing for insurance agencies ebook but who the hell would buy it?

      Hope you make a ton of money.

      Tom
      I'd buy it Tom. I used to have a small group of TM's writing health insurance leads at a rate of two per hour. it was so easy that I could pay them only ten bucks per lead because they could make more than an hourly wage....$20 bucks per hour. On the phone some types of insurance leads are harder, but some are like taking candy from a baby.

      An insurance agency would pay $30-40 bucks per lead for these easy pickin health leads all day long.

      Most IM'rs charge up to a thousand bucks per month for marketing and dont pull 20-30 leads.

      Ps. One Decent TM could pull 20-30 leads on a BAD week- Part time!
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      • Profile picture of the author sandalwood
        Originally Posted by John Durham View Post

        I'd buy it Tom. I used to have a small group of TM's writing health insurance leads at a rate of two per hour. it was so easy that I could pay them only ten bucks per lead because they could make more than an hourly wage....$20 bucks per hour. On the phone some types of insurance leads are harder, but some are like taking candy from a baby.

        An insurance agency would pay $30-40 bucks per lead for these easy pickin health leads all day long.

        Most IM'rs charge up to a thousand bucks per month for marketing and dont pull 20-30 leads.

        Ps. One Decent TM could pull 20-30 leads on a BAD week- Part time!
        John,

        Thanks for the vote of confidence. I'll write it if you'll be the ghost author. That way I'll sell more copies. How's that for a marketing scheme?

        Yeah, this stuff is easy if people will just take the time to find out what we really want then go get it and sell it to us. It is far cheaper for us to buy it then do it. If I told you the commission structure you'd know why I said that.

        Tom
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        • Profile picture of the author John Durham
          Originally Posted by sandalwood View Post

          John,

          Thanks for the vote of confidence. I'll write it if you'll be the ghost author. That way I'll sell more copies. How's that for a marketing scheme?

          Tom
          Shoot, I dont know Tom, people get sick of hearing from me all the time, I think you would do well on your own. I'll be the first review though.
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          • Profile picture of the author sandalwood
            Originally Posted by John Durham View Post

            Shoot, I dont know Tom, people get sick of hearing from me all the time, I think you would do well on your own. I'll be the first review though.
            Something to think about that's for sure.
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            • Profile picture of the author John Durham
              Originally Posted by sandalwood View Post

              Something to think about that's for sure.
              I cant just put my name on something an sell it. There is a silent rule... You have to have a hot thread that people are highly interested in.

              For instance the telemaketing kung fu report was off the cuff and didnt even sell 100 copies... in months.

              However the bower report was anticipated by people participating in a thread that was highly active and had 10,000 views within a week... That one sold almost 600 copies in a week once released without any wso of the day or anything.

              In all sales you have to create massive awareness to have massive results. Unless you have big JV's but even then there must be some anticipation to be really effective.

              I may shoot myself in the foot for sharing what I know, but Im sharing it, and this is it.
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              • Profile picture of the author sandalwood
                Originally Posted by John Durham View Post

                I cant just put my name on something an sell it. There is a silent rule... You have to have a hot thread that people are highly interested in.

                For instance the telemaketing kung fu report was off the cuff and didnt even sell 100 copies... in months.

                However the bower report was anticipated by peeople participating in a thread that was highly active and had 10,000 views within a week... That one sold almost 600 copies in a week once released without any wso of the day or anything.

                In all sales you have to create massive awareness to have massive results. Unless you have big JV's but even then there must be some anticipation to be really effective.

                I may shoot myself in the foot for sharing what I know, but Im sharing it, and this is it.
                John,

                Relax brother, I wasn't asking you to sell it for me or put your name on anything. I don't operate that way hence the smiley face at the end of that sentence.

                I don't intend to write a marketing guide. I put the sentence about writing it in the post I made because I knew nobody would give a rat's ass about it. Hence it was framed in the form of a rhetorical question.

                Selling leads to insurance agents is a niche w/so many preconceived notions anything I wrote wouldn't sell more than two assuming my mother and sister even read the offer. Truth is, why do I want to educate anyone on how to invade my territory. I did that in another thread. Three people followed my advice and all told me via PM they were grateful for my help and they started making money.

                I didn't even ask them to tell me how they were doing. Hell, if I can help I will.

                My threads don't generate high volume activity like yours in the first place so why bother myself with trying to sell a guide that is from actual gets your hands dirty knowledge? Those who are lead genners already know how to do it so they don't need me.

                Not crying in my beer just presenting reality. Besides, I'll be starting a newspaper in a month and won't that be a kick, an insurance guy who owns a newspaper. I bet I give my agency free advertising .

                Anyway brother, rest easy I'll never ask anybody to do anything unethical or behind someone else's back. Me don't do dat...

                Tom
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    • Profile picture of the author guidetothegoodlife
      Originally Posted by sandalwood View Post

      Here is another suggestion. If infofree is still running their $315 for one year offer, have him jump on it. The databases they have should be up this guy's alley. If he is a P&C agent every category is open to him. If he is only L&H, he's limited but not dead in the water.

      Next, develop a strategy to reach a segment or niche and get the contacts from the IF database. For example, I am taking a Social Security webinar from one of our carriers next week. This particular carrier has some fantastic prospecting tips and techniques so I am anxious to take their webinar.

      The database I will contact are the 55 to 60 age group. These are the people closest to the magic 62 number. Not only will I have their age, I will have their income, street address (I can then find the value of their home), phone number. Don't need anything else to reach out to them.

      I tell you this because it is far easier to bring in premium, hence commission, then it is through social media and other related schemes. And, it means you can get a higher price for your service. A good marketing person is worth their weight in oil or gold to an insurance agent. I speak from experience.

      Anyway, another poster said to concentrate on retention. That too is fabulous advice. One easy way to do that is through policy reviews. When we do one and tell the client we have a better premium, they go bananas and begin referring more of their friends. It is low hanging fruit.

      I probably should write a how to make money marketing for insurance agencies ebook but who the hell would buy it?

      Hope you make a ton of money.

      Tom
      I'd buy it! I think you should consider thanks for the advice!
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  • Profile picture of the author John Durham
    Oh, I didnt take it like that at all Tom, just taking the opportunity to share some knowledge to help someone. I really didnt take it like that in any way.

    I think you once said that a person has to read my posts objectively. I sometimes come across in a way that I dont mean to.

    Sorry for goin OT.
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    • Profile picture of the author sandalwood
      Originally Posted by John Durham View Post

      Oh, I didnt take it like that at all Tom, just taking the opportunity to share some knowledge to help someone. I really didnt take it like that in any way.

      I think you once said that a person has to read my posts objectively. I sometimes come across in a way that I dont mean to.

      Sorry for goin OT.
      John,

      You do a great job of sharing. Anyone who has ever read your posts can vouch for that. I do not in anyway shape or form believe you would do anything but help folks. That's your DNA.

      Continued success,

      Tom
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  • Profile picture of the author Gaurav00
    I think SMS marketing is best for you.....
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    • Profile picture of the author vndnbrgj
      Originally Posted by Gaurav00 View Post

      I think SMS marketing is best for you.....
      :rolleyes:

      Care to elaborate... ? ? ?

      I just don't see people interested in buying insurance opting-in.
      Text 12345 for a free insurance quote!

      Not likely.....
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      • Profile picture of the author sandalwood
        Originally Posted by vndnbrgj View Post

        :rolleyes:

        Care to elaborate... ? ? ?

        I just don't see people interested in buying insurance opting-in.
        Text 12345 for a free insurance quote!

        Not likely.....
        I think Guavar needed to get his/her post count up. If sms was viable for insurance sales you would have already seen it in their TV ads. These guys are so far ahead on the mktng curve it's not even funny.

        Of course I just sit behind a desk so what would I know. BTW, I texted 12345 and she said she'd be right over... I hope I like the quote

        Tom
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        • Profile picture of the author sandalwood
          Originally Posted by guidetothegoodlife View Post

          I am going to be doing some marketing work for an insurance agency, developing their social media, etc. Does anyone with experience in this area have suggestions? Know a good wso pertaining to it? Or aware of timeline templates, etc. I am looking for ideas, and I know this thread could be beneficial to multiple members here .
          Thanks in Advance!
          Originally Posted by debml View Post

          What type of agency are they?
          (Multi-line, life only, life/health, investments, etc)
          Originally Posted by Noah Fleming View Post

          How can you be planning to do this work and not have any idea what you're going to do?

          How will the client be better when you walk away? What are they paying you to do?
          OK, I can't stand it. I have to put in more than my 2¢. Please note I have included a few quotes. The first is of course the OP's post. It certainly sounds like the poster doesn't have a clue and Noah Fleming addressed that with an excellent question. Debml asks a very pertinent question that HAS to be answered.

          Insurance is a niche ripe for every person who calls him or herself a marketer. After all, you only have to know marketing, right?

          Wrong.

          Pay attention to Debml's question. It is extremely important. If all you do is auto and you are talking to someone who wants a health policy, well, nothing else needs to be said cuz whoever "marketed" this client didn't do you any favors. In fact, you as the agent look like a jerk. Oops, not very good for the image, ego or wallet.

          You also need to know the only people who actually speak to insurance agents are their family. The general public avoids us like the plague until they need us. Then we are their new best friend.

          The question becomes if you don't know much about us how are you gonna market to us or market for us? In another thread, I explained what a PC agent really should have from the lead genners and marketers.

          You can also read John Durham's posts on marketing health insurance. They are full of great tips and knowledge as well as giving you the basics on information gathering. I don't have the market cornered in this arena.

          Kenmichaels is another great source of information. He actually runs a TM room and probably could get more leads for your agency than almost anyone else on this forum.

          I added this info because I get calls every week from someone who is going to do all kinds of wonderful things for me. When I ask a few questions I usually only hear dial tones and not answers.

          I am NOT lecturing but trying to help since you already have a client. I'd like both of you to be successful.

          Tom
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  • Profile picture of the author debml
    Originally Posted by guidetothegoodlife View Post

    I am going to be doing some marketing work for an insurance agency, developing their social media, etc. Does anyone with experience in this area have suggestions? Know a good wso pertaining to it? Or aware of timeline templates, etc. I am looking for ideas, and I know this thread could be beneficial to multiple members here .
    Thanks in Advance!
    What type of agency are they?
    (Multi-line, life only, life/health, investments, etc)
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  • Profile picture of the author Noah Fleming
    How can you be planning to do this work and not have any idea what you're going to do?

    How will the client be better when you walk away? What are they paying you to do?
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  • Profile picture of the author Noah Fleming
    I did a project with an insurance client this year. Mid five-figure project, paid in full before work commended, spread over a few months.

    Objectives, measures, value. Simple equation. You can't start with "what should I do?"
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  • Profile picture of the author guidetothegoodlife
    Property and Casualty and I know what I will be doing for them i was asking for additional ideas, niche specific advice, sandalwood's replies have been more than beneficial, for that I appreciative. thank you, i hope the discussion continues.
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    • Profile picture of the author debml
      Originally Posted by guidetothegoodlife View Post

      Property and Casualty and I know what I will be doing for them i was asking for additional ideas, niche specific advice, sandalwood's replies have been more than beneficial, for that I appreciative. thank you, i hope the discussion continues.
      Since you already know what you are going to do for them, not really sure how additional information is going to help you.

      It will make a difference if they are agents or brokers regarding the flexibility they have to develop their own materials and whether or not compliance approval is required. If they are securities licensed, they are specifically precluded from using Facebook as a source for potential prospects.

      If blog posts are part of your strategy, I would caution you to hire a writer with insurance experience. So many blog posts out there are an E&O claim waiting to happen. Many marketing agencies recommend blog posts that sound good, but have some inaccuracies regarding coverage, that on the surface, may not seem significant, but could be if a customer reads it, has a claim that is declined by the insurance company, and cites the blog post as the reason they thought it would be covered. It could create massive problems.
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  • Profile picture of the author Brent Young
    Work closely with a number of local businesses to piggy back on their clients
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    • Profile picture of the author wagsgraphx
      Sandalwood, can you point me to John Durham's posts on marketing health insurance?
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  • Profile picture of the author tx
    Okay folks, here's my opinion. If you want to get traffic for an insurance agency, it's going to take work on your part and the agency's part. Whoever mentioned the State Farm agent that does the facebook marketing has part of the equation. However, that is only a part of it. Your agency's blog has to answer questions that ACTUAL insurance shoppers are asking. Unfortunately, if you're not an insurance agent that actually listens and makes notes of client comments, then you'll have a hard time. The content that comes from your site has to be more than just "buy cheap insurance here." Since Penguin, Panda, and all the other Google Zoo updates were released, high quality content has become key.

    For a big mouth like me, I love the new changes. I currently hold top 5 positions in several keywords. Check out "become an insurance agent in Texas" for example. Your agency client must have a "core-content" strategy. That will help them climb organically. So that means that you can't be afraid of E&O issues; always tell your clients they need to talk to an agent. So, add call to actions inviting them contact your agency on every page & post.

    So the answer to your question is CONTENT CONTENT CONTENT. I generate leads every day. I sell policies EVERY WEEK and I have appointments ALL THE TIME. Why? I take question that I've answered more than once and do turn it into a blog post, a pdf, an article, and now... I started utilizing video, podcasting, and slideshow/powerpoints. That's the way you get traffic for an insurance agency.

    Finally, here's a word to the wise. Be careful about your level of content. I started by blogging about "cheap insurance". I got more "cheap" people than I ever imagined. You will get what you put out there with this strategy. Check out my site at Dallas Business Insurance | Homeowners, Life & Car Insurance | Texas Insurance Pro. I have over 200 blog posts about insurance.

    If you're interested in connecting, we're launching insuranceprousa.com in 2013 as well. It will dominate nationally with this philosophy.
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    • Profile picture of the author Cecil Dee
      I see you have a click here to become an affiliate link on your blog. You wanna let me know a bit about how that works and the commission structure? I'm interested.

      Originally Posted by tx View Post

      Finally, here's a word to the wise. Be careful about your level of content. I started by blogging about "cheap insurance". I got more "cheap" people than I ever imagined. You will get what you put out there with this strategy. Check out my site at Dallas Business Insurance | Homeowners, Life & Car Insurance | Texas Insurance Pro. I have over 200 blog posts about insurance.

      If you're interested in connecting, we're launching insuranceprousa.com in 2013 as well. It will dominate nationally with this philosophy.
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    • Profile picture of the author Dean Martin
      Originally Posted by tx View Post

      So the answer to your question is CONTENT CONTENT CONTENT. I generate leads every day. I sell policies EVERY WEEK and I have appointments ALL THE TIME. Why? I take question that I've answered more than once and do turn it into a blog post, a pdf, an article, and now... I started utilizing video, podcasting, and slideshow/powerpoints. That's the way you get traffic for an insurance agency.

      Finally, here's a word to the wise. Be careful about your level of content. I started by blogging about "cheap insurance". I got more "cheap" people than I ever imagined.
      I'll add to this a bit as I work with several insurance agencies also. Thinking along the 'content is key' line...

      My most successful campaigns (and easiest to SEO) are niche markets. Every other agency in town is trying to build a web site, email list and facebook page with 'cheap auto' or 'cheap homeowner' rates as the hook.

      Instead, think of hot buttons in the news and work on content and solutions for that. Identity theft, Employment Practices Liability for businesses, Data theft coverage for businesses, etc. Other ideas are common gaps in coverage that your agency specializes in.

      Facebook fans love interesting pics, pets and causes. Support a cause and post regular updates about what you are doing. When someone loses their home to a fire - be the champion of the cause and solicit donations from other businesses and cross promote (using @ tagging) so that you multiply your exposure.

      Insurance (in theory) is as boring and lifeless a niche as you can imagine... find a way to personalize it and bring it down to a human interest level.
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  • Profile picture of the author whatsinmedia
    Hi - I could help with video marketing for them - check out Sales Page could work with you on this one?

    Will
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  • Profile picture of the author jayspann
    As with any industry I would find out who are the top producers in your state and contact them and ask them what are they doing that's working the best for them ie best bang for their buck...

    Might as well ask them what they have tried that didn't work. This question can save you a lot of time and headache "repeating history."
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  • Profile picture of the author Rearden
    Bottom Line (at least for life insurance):

    Insurance is sold, not bought.

    One would do better knocking on business owner's doors pitching term life insurance or group life to employees, than participating in avoidance behavior activity like SEO or web site design. At least starting out.
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    • Profile picture of the author ewenmack
      I know of a marketer who started an insurance agency recently
      who had no experience in the industry.

      He partnered up with a guy who did.

      His partner left and business is doing just fine
      because of the marketing brain behind it.

      He targets business owners because they have greater need
      for insurance and in larger amounts.

      He himself got more coverage for his 3 businesses, wife and child
      with lower premiums, at full retail.
      That's why he is a believer.

      Fast growing businesses would be a prime source.

      Now you know WHO to target, then you ask the question...

      which is the best way to reach them?

      Direct mail
      email
      phone

      Best,
      Ewen
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  • Profile picture of the author BusinessGuy7
    I would say focus on Social Media Marketing to get the businesses name out to the public. You want a lot of people familiar with the business before the sales people try to get out there and sell. If the business does charity work or donates money to good causes or anything like that, make sure you focus on that. Then focus on how the business provides services that fill peoples needs. Very hard to distill all of these messages into a social media platform, but that's what the best of the best do.
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