Free Guide to Digital Marketing for your Insurance Broking business
Are you succeeding at finding new insurance clients online? In this free guide, I'll explain why many brokers are approaching Digital Marketing the wrong way and how you should be going about it. You'll learn the key components of a well-planned Digital Marketing strategy to help attract new commercial insurance clients.
Thanks for requesting the Free Guide. You should receive it instantly, but any problems just contact me through the website and I'll be happy to help.
Welcome to Digital for Brokers - Digital Marketing services for Insurance Brokers
Is your brokerage generating leads through its website? If not, then you could be missing a big opportunity. Digital Marketing isn't just for brokers who operate schemes or have "quote and buy" products on their website.
Even for large, commercial and corporate clients, your digital presence has a big part to play in winning those clients. There's a lot to think about and on this site I will explain how brokers can set themselves up to generate leads online and raise their profile with prospective clients.
You can find out more about me here. If you'd still like to know more, why not contact me or arrange a free Broker Digital Strategy call.
About You
Are you an independent Insurance Broker looking to launch or grow your business? Do you have specific industry specialisms you'd like to develop further? Do you want to develop your brand further and be perceived as a valued provider of professional advice?
Any or all of the above could apply to you. The difficult part is figuring out the best way to spend what could be a limited marketing budget to achieve these outcomes.
About Me
I can help you turn that blank sheet of paper into a meaningful marketing plan and some consistent actions to take you closer to your goals. I do this by understanding your business and helping you articulate what you want to achieve.
Thanks to my experience in your sector, I can work at a fast pace with minimal supervision. I can create plans and content that are appropriate to your target market without endless revisions. Contact me to find out more.
So what makes an Insurance Broker so challenging to market online?
There are many things that make marketing an Insurance Broking business difficult and potentially complex. That's why you need a lot of attention to detail and a consistent plan to ensure that you succeed. All of these difficulties - and more - need to be considered when it comes to planning your marketing activity.
- Abstraction - As an invisible service, insurance will always be more difficult for buyers to get their head round. You and I know that a good Insurance Broker can really add something to the buying process for their clients, but not all buyers fully understand just how much their broker does for them.
- Annual Focus - Some 'light touch' clients will only expect to hear from you once a year. How do you stay in their minds throughout the year so they don't just see you as someone who sends them a bill once a year? There are many cost-effective ways you can stay in touch with clients throughout the year in ways that are relevant and interesting, and help you build loyalty with clients.
- Lack of Differentiation - When people buy mainstream personal insurance they find it very easy to compare providers. They get to see all of the different prices, excesses and inner limits. Then they make a final choice, which may involve paying slightly more for a brand they have heard of or have a better perception of. Comparing brokers is not so easy - some buyers don't even know the right questions to ask or what makes a broker better than their competitors.
- Long Sales Cycles - From initial contact, through to signing up as a client, the sales process for an Insurance Broker can take years. If it isn't right for the client to move, it is all too easy for them to just put the decision off for another year. This has a lot of implications for the way that a broking business markets itself for the long term. It is a real challenge to stay in the minds of prospective clients long enough and maintain the right perception in a crowded market.
- Commoditisation - How do you get around the focus on price? Well, a big part of the problem is that people default to price because they can't find any other meaningful way of comparing brokers. Not all brokers are strong at marketing and differentiating themselves, so even their best efforts leave brokers sounding largely the same as one another.
And those are just some of the challenges you face! If you need some help with your Digital Marketing, contact me through the website to help you figure out some goals for your business.
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