Developing Successful and Sustainable Agricultural Insurance Programs
Components of a Successful Insurance Marketing Strategy
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Transcript of Components of a Successful Insurance Marketing Strategy
Components of a Successful Insurance Marketing Strategy
Like virtually every other industry, the advent and now near ubiquity of the internet has had a
significant impact on the way insurance products are marketed. In the past, salesmen could cold
call or wander from door to door trying to convince people of their need for insurance. These
days, though, consumers are far more likely to explore their insurance options on the internet
before ever making a decision.
Insurance agencies have been forced to adapt in light of these rapid changes in technology and
consumer habits, and one of the essential components of a sound marketing strategy in the
internet age is a well-maintained website. Simply having a web presence isn’t enough, though;
the site has to provide accurate information, engage the user, and reflect the competence of the
agency all at the same time.
At this point, a website is virtually a prerequisite for an agency that wants to compete. This is
true whether the segment is life insurance, car insurance, or homeowner’s insurance. Current
and potential customers expect a professional-looking website that can answer questions about
all aspects of their policy. Moreover, customers have grown to expect advanced features, like
the ability to access an account or file a claim online.
Even with a highly engaging website, there are other marketing opportunities that can help an
insurance agency find new leads while improving interactions with current customers. One of
the most exciting new developments makes use of the ever-growing popularity of cellphones
and other mobile devices. With more and more people regularly using mobile devices in nearly
every arena of their lives, this represents a robust opportunity to connect with a large portion of
the population.
SMS text messaging continues to be one of the most popular methods of communication for
cellphone users, and therefore text message marketing is an easy way to interact with
customers in a way that is convenient for them. The benefit of text message marketing is that
the messages are non-intrusive, yet they are hard to ignore.
Moreover, the nature of SMS messaging allows a variety of options for how the service is used.
In addition to basic informational messages, insurance agents can send billing reminders,
provide notification of changes to a policy, or personalize the experience through birthday
greetings. Each effort allows the agent to maintain closer contact with a customer; the better the
professional relationship, the more likely that client is to recommend the agency or expand their
own insurance coverage.
With a high quality website and an engaging SMS messaging service, an insurance company
will be well on its way to having an informed and committed client base. One other important
component, though, is an efficient and organized call center system. On a basic level, no
insurance agency’s marketing effort can succeed if the service being presented isn’t actively
meeting the needs of its clients.
Current trends in call center technology also involve the use of cloud computing and hosted IVR
(integrated voice response) systems. Along with a web presence and efforts directed at mobile
devices, insurance companies can take great strides towards marketing themselves more
effectively and thereby finding more customers.
For more information visit http://www.callfire.com