So how can you make your clients and prospects more responsive to your marketing efforts?
The short answer is to make sure that your marketing efforts are positioning you in the minds of your prospects and clients as an expert, not just an insurance salesperson.
Most of us have been taught as children to take the advice of experts.
- You go to the doctor when you are sick, and you do what the doctor says. After all, the doctor is an expert.
- You take your vehicle into the shop for repairs, and you do what the mechanic suggests because he’s the expert.
- The same could be said for your attorney, your accountant, and most other professionals you rely on.
Most people are looking to follow the expert.
It’s because the expert is the one we perceive can help us to move forward in our pursuits.
So how do you become the expert, so people seek you out and not the other agency owner down the street?
In my almost twelve years of agency marketing, I can break it down into two main things you should focus on if you want to be the expert people want to follow.
#1 – Focus on Educating Your Customers and Prospects About Insurance Related Subjects
In today’s transparent marketplace, you must have their best interest at heart. It’s safe to say that the days when you could hide behind your keyboard and make sales hand over fist are behind us.
Social media has changed that game forever, and it’s for the better. You can now leverage social media to show up as their educator and as an expert.
How? The best way to create an expert status as an agency owner is through short videos sharing quick tips that are relevant to insurance.
Because we now have modern-day technology in the palm of our hands in the form of a smartphone, we can use it to our advantage to communicate with customers and prospects through the creation of video.
#2 – Answer The Questions That Your Ideal Clients Want To Know
For example, what topics around insurance keep your ideal clients up at night? Establish your expertise by answering those questions in your video content.
Becoming an expert is the name of the game in today’s marketplace. It’s not hard, but you will need a simple plan that you will be able to follow consistently.
We aren’t only ones saying this. Gary Vaynerchuk recently stated…
“Whether it’s video on Facebook, Twitter, or Youtube, the content you need to be thinking about creating and marketing on social for your business is video. Period.” -Gary Vaynerchuk
We recently presented at two conferences, and when we asked the audience if they were creating consistent video as part of their marketing strategy.
In both cases, less than 2% of the room raised their hands. We contend that it’s one of the most underutilized marketing strategies in the insurance industry. The biggest challenge is that most agency owners don’t know where to start.
Would you like to chat about your agency’s marketing plan and how you can add the power of video to establish yourself as an expert to a larger audience? Click here to schedule a time for us to talk.