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).<\/p>\n
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.\u00a0The most successful carriers are those that know how to enable\u00a0agents to sell.<\/p>\n
But here\u2019s the problem: The core marketing and sales business model of insurance has not changed in over 100 years.\u00a0It is antiquated and generally does not meet the need of today’s consumer or business owner. It is not convenient and not responsive.<\/p>\n
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.<\/p>\n
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\u2019s also the type of agent you want to work for you. Perhaps you want them to only<\/i> 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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
But that\u2019s just a component of the overall end-to-end digital strategy, which includes elements like:<\/p>\n
Carriers can leverage their insurance marketing efforts to create new connections and foster loyalty among customers –\u00a0and agents.<\/p>\n
While customer needs are the priority, at the heart of all insurance marketing strategies is the agent \u2013 the one who serves as the face of the carrier.<\/p>\n
It is time to put the agent in the driver\u2019s 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.<\/p>\n
Carriers that fully capitalize on digital opportunities will become the envy of the industry, and will have customers \u2013 and agents \u2013 clicking for more.<\/p>\n