In order to build and retain a loyal client base, you’ll need to design a strategy to engage your target audience.
Over the years, the growing digital marketplace has transformed virtually every business vertical — and the insurance industry is no exception. Because so many brands are vying for the attention of the same pool of prospects, it’s more important than ever to find a way to stand out from the crowd. But how?
Here are the top five strategies you can use to build a distinct and engaging brand, thereby differentiating yourself from your competition:
1. User-Friendly Digital Experience
It’s essential to offer online users a streamlined, easily navigable experience. If you put in the necessary time and effort to motivate prospective clients to visit your site, you want to be sure that once they’ve arrived, they can find what they’re looking for with ease and speed. Your site copy should be helpful, concise, and well-written, and your site layout should cleanly display vital contact information and direct visitors to service pages for further information on your offerings. Avoid site setups with lengthy load times or overwrought design elements.
2. Omni-Channel Communication
To build brand recognition, it’s important to take advantage of all the channels available to you (and to your prospects). An omni-channel sales strategy streamlines the customer experience across platforms, including mobile, social media, and digital advertising. Though many brands engage with their customers across multiple channels, few of them have truly mastered the cohesive sales experience that should accompany an omni-channel approach. To accomplish omni-channel mastery, you’ll want to ensure that your messaging and visual presentation are consistent across platforms, and that all marketing initiatives link to actionable service pages or informational resources.
Today’s consumers want to invest in brands and services that are invested in them. If you deploy impersonal marketing strategies that make your clients feel like nothing more than a face in the crowd, they won’t be inclined to trust you or your company’s services. On the other hand, if prospective clients see you as an empathetic and legitimately helpful guide on their quest to acquire quality insurance, they are more likely to buy a policy or even recommend you to a friend or family member.
For that reason, insurers might see significant results from the implementation of a live-chat function or designated informational hotline on their websites; site visitors should always be encouraged to learn more about what your agency can offer them.
The more you can interact with your target audience, the better. Find ways to start a dialogue with prospective clients. This allows you to get to know the motives and personalities of people who are interested in your services, all while building visibility and credibility for your brand.
Get involved in industry-specific social groups, forums, and discussions. Take note of what is most important to your target audience and how you can best fulfill their needs. Getting a better idea of who you are speaking to and what they wish to achieve from your brand is arguably the best and most important way to strengthen your marketing strategy.
5. Internet Leads
It takes a lot of time and effort to develop an engaging brand and reach potential clients. One way to save agency time and resources is by purchasing internet leads, have already demonstrated interest in your offerings and are seeking to become policyholders. By bypassing the time-consuming, inefficient process of cold calling and other traditional sales strategies, you can focus your efforts on converting interested prospects into long-time clients for your agency.