Getting new clients on a consistent basis is one of the biggest challenges you’ll likely face as an insurance agent. Simply put, there aren’t many other industries as competitive as the insurance space. With that said, consumers in need of coverage have a plethora of options to choose from. In order to stand out from the competition, you must be proactive, strategic and flexible in your approach. Doing so will enable you to attract a constant flow of new clients.
Whether you’re looking to boost sales year round, or simply want a nice bump during the Open Enrollment Period (OEP), it’s crucial to have a multi-faceted strategy. To help put it all together, we’ve created a comprehensive guide outlining six tried-and-true methods so you can effectively expand your clientele and grow your business.
1. Build a Strong Personal Brand
The Importance of a Professional Online Presence
- Create and Optimize Your Website: In addition to having a clean, professional look, your website should be easy to navigate and mobile friendly. What’s most important is that the site offers clear details about the services you offer and provides credibility about your background. Additionally, place your contact information in a highly visible spot.
- Maintain Active Social Media Profiles: Make sure that you’re active on prominent social media platforms like Facebook, LinkedIn and maybe even X. Check in on these profiles on a daily basis, ensuring that all your info is up to date. Additionally, make engaging posts that are interesting and relevant to your target audience.
Showcasing Expertise
- Create Educational, Enticing Content: Ask yourself — does my site also have engaging and helpful content? If not, consider adding visuals like images, videos and infographics. Another way to showcase your expertise as an insurance agent is by creating a blog. The key to blog creation is to come up with a variety of content that is truly interesting and helpful.
- Use Testimonials and Reviews: Provide success stories from happy customers to establish your reputation. Positive reviews and testimonials make all the difference in the world by helping to sway consumers who are unsure of who they want to work with.
2. Leverage Referrals and Networking Opportunities
Referral Programs
- Create a Referral Program: Encourage customers to refer friends, family, or coworkers to you by offering discounts, gift cards, or other incentives. Make sure the program is introduced to clients early on, and that it’s easy to understand. You can even integrate a referral form into your client portal or website!
- Ask for Referrals the Right Way: When mentioning your referral program, do so in a respectful and non-invasive manner. You don’t have to harp on it for too long either, as this often comes off as aggressive. Instead, a quick, “If you know anyone who might be interested in my services feel free to send them my way,” will suffice.
Networking Events
- Attend Local, National, and Virtual Events: Whether it’s an industry-specific virtual event, a nationwide conference, or local networking opportunity, these are all great ways to meet new people. The more connections you have, the greater chance you’ll have to grow your business. Just like referrals, in the insurance world, word-of-mouth is the name of the game.
- Join Industry Associations: Joining insurance industry associations helps to expand your network and gives you access to industry insights and exclusive tools. Some prominent organizations include: The Independent Insurance Agents & Brokers of America (IIABA), National Association of Health Underwriters (NAHU), Professional Insurance Agents (PIA), and many more.
3. Use Digital Marketing to Your Advantage
Email Marketing Campaigns
Email marketing campaigns are a great way to build relationships with new and existing clients. They allow you to send highly targeted information to specific groups of people, enabling you to expand your reach.
- Create Segmented Email Lists: Always keep track of your client’s preferences and needs. That way you can tailor your emails accordingly. Having separate approaches for different clients showcases your attention to detail, which clients will likely appreciate.
- Send Targeted Emails: Send tailored emails, such as alerts about key enrollment deadlines, policy suggestions or advice on how to save money by bundling coverage. Additionally, try sending emails for events like birthdays and holidays, to show new or existing clients that you truly care.
Social Media Marketing
- Make a Content Calendar: To keep your audience interested, schedule a regular flow of social media postings. Some options for content are sharing customer success stories, responding to frequently asked insurance questions, and publishing news from the industry.
- Create Highly Targeted Ads: Take advantage of the functionalities that most social media ad platforms offer. By using their tools allowing you to segment by age, location, interests and more, you can tap into more niche markets.
Search Engine Optimization (SEO)
- Optimize Your Content for SEO: Make your content SEO-friendly by using keywords that are relevant to your business and geographic area. This helps to raise the position of your website in organic search results. For example, if you’re a health agent operating out of Charlotte, North Carolina, make phrases like “Charlotte health insurance agent” appear throughout your website frequently.
4. Educational Outreach
Webinars and Workshops
- Host Informational Webinars: As previously mentioned, it all comes back to credibility. Establish your expertise as a credible insurance agent by holding webinars or workshops discussing specific topics beneficial to the average consumer. Example topics include: “Understanding the Open Enrollment Period,” or “Choosing the right life insurance beneficiary.” Also be sure to promote these events via social media, email and your website.
- Offer Free Consultations or Q&A Sessions: An awesome way to follow up from a webinar is to offer attendees a free consultation. Another option is to hold an extensive Q&A session. Both of these tactics help to convert somewhat interested attendees into clients.
Educational Content
- Create Guides and Checklists: Concentrate on commonly asked about insurance subjects such as “The Complete Guide to Life Insurance” or “How to Choose the Right Health Insurance Plan.” Issue these resources via email or in-person during your initial client meetings.
- Use Resources to Grow Your Lead List: Encourage people that visit your website to provide their email address in turn for a useful handbook or guide. This way you’ll gain new clients and have some information about their needs, so you can follow up in a personalized way.
5. Personalized Client Engagement
Follow-Up Strategies
- Establish a Follow-Up Routine: Even if your consumers aren’t seeking additional coverage right away, stay in touch with them on a regular basis. Even a simple “How’s everything going?” is a straightforward way to let them know you are there when they need you.
- Send Personalized Messages: Like we briefly mentioned in the email section, a great way to stay in contact with clients is by reaching out during special events. This could be a birthday, a policy anniversary, or any other similar occasion. Going the extra mile by remembering these milestones, makes you shine in your profession.
6. Maximizing Opportunities During OEP
Capitalize on High-Intent Periods
- Get Ready in Advance: Long before the enrollment periods start, make sure you are prepared to help clients by evaluating their current coverage and making suggestions for adjustments. Additionally, reach out at least a month prior with a reminder that their coverage will soon lapse.
Keep In Touch to Foster Year-Round Relationships
- Continuously Show Your Value: Just because AEP or OEP is over, doesn’t mean you should forget about your clients. Instead, stay in contact with these clients by providing them with useful information, such as reminders about insurance renewals, updates on industry developments, or chances to modify coverage as their needs change.
All in All…
Unfortunately, there isn’t one particular method to use to acquire new clients. In order to continuously expand your client pool, you must use a multi-pronged approach. Some keys that we discussed include combining networking, digital marketing, branding, and education. By using the six outlined techniques, not only will you develop more long-lasting relationships, but you’ll also propel your company to new heights. While we can’t underestimate the importance of the AEP and OEP, it’s important that you use these tactics year round. By doing so, clients will appreciate your dedication and the ongoing value that you provide. This continuous, diverse approach is the key to long term success.
If you thought that this article was helpful, we invite you to view our library of information material here at Benepath.net. We strive to help insurance agents of all types attract more clients, and in turn become more profitable. Additionally, we stand as one of the top insurance lead providers in the country. From individual health, to group health and commercial insurance, we’ve got everything you need to boost your sales this year. Especially with OEP around the corner, you don’t want to miss out! For more information on what our leads can do for you, simply fill out a form or give us a call at 888-684-3121.
