Insurance Marketing Tools

5 Marketing Tools for Independent Agents

When it comes to marketing, the digital age is fully upon us. And that means that the majority of your insurance agent marketing efforts should be online. This is not only a cost-effective marketing strategy, but it’s also a really effective one. If something isn’t working, you can quickly, easily, and affordably move your resources to another marketing technique. To get you started, here are five marketing tools for independent agents.

#1: A Functional Database

Data is the key to any successful business, and having a database that is nimble and functional at all times is one of the best ways to ensure that your data is accurate at all times. But what kind of data does an independent insurance agent really need?

You need current contact information, up-to-date subscriber information, relevant business information, and you need a place to store all of those little extra details that help you retain your customers like birthdays, anniversaries, and vacation dates. This data will also help with your email and social media efforts, since you’ll have one place to store all of your relevant information and be able to export that data elsewhere as needed.

#2: User-Friendly Website

Making sure your website is easy to use is nearly as important as having a functional database. Without a website that is user-centric, you could find yourself on the back-burner for your most ideal clients. One key to having a great website is keeping the end-user (your client) at the forefront of your mind.

Even as an independent insurance agent, clients need to (a) be able to find you in a search engine, (b) understand what your business is about, and (c) know how to and be able to contact you. Without all three of these, your website could actually be hurting your credibility to your potential clients.

#3: Social Media Management

No matter what kind of business clients you’re targeting, social media is a great way to get your brand in front of your customers. Free to use, and simple to maintain, social media is a marketing tool no independent insurance agent should be without. Examples include Hootsuite and Buffer.

With a social media management tool, you can make a plan for your various social accounts and have them automatically post at a designated time. These tools are especially helpful at targeting millennials, who are emerging as major clients for agents targeting small and mid-size businesses.

#4: Email Automation

Email campaigns can get complicated quickly. But by automating the process and connecting it to a database, you can avoid forgetting to send that “Thank You” email, while coagulating important data all in one place.
There are tons of great tools available that you may have heard of including HubSpot, Marketo, and Constant Contact. These tools vary by price, but for those independent insurance agents with a large or growing client base, they can make sure you stay in the forefront of your competition with your clients.

#5: Analytics

Without the ability to analyze how many people are actually opening your emails, visiting your website, and engaging with your social media presence, it’s impossible to know what works and what doesn’t. To maximize the ROI of your marketing efforts, Google Analytics can provide in-depth metrics on the success of your marketing campaigns. This free tool and service is available online. There’s even an entire set of online classes you can take (for free) to get to know the software.

Making the Most of Your Marketing Efforts

When you’re choosing your marketing tools, be sure to choose those that can be as nimble and flexible as you are. If something isn’t working, switch to something that works better for your clients. You know your business best, and using analytics you’ll be able to see exactly what is and isn’t working. 

Want to ramp up your agency growth? Check out 6 Effective Ways to Grow Your Insurance Agency’s Social Media Presence now. Then subscribe to our blog below to get more great content right in your inbox once a week.