Insurance agencies are not known for their originality or creativity when it comes to marketing their brand, that is unless you are Progressive because everyone knows Flo. Which is a perfect example of how to properly market your brand. Flo is a human that a lot of people can relate to, therefore Progressive succeeded in pulling on your emotional heartstrings through humanizing their brand. This is key and something we will go over below on the five marketing mistakes Insurance companies makes.
You Don’t Have a Clear Brand Voice: You sound like everyone else.
So, you’ve got a sweet logo and brand name. So what? This alone is not going to drive clients to your business. Your brand voice is representative of your “why”. This is what most Insurance companies lack…Without clearly showing your clients your why, your brand has no backbone to stand on and is, therefore, weak against competitors. Your brand voice includes many factors such as being present on social media, how easy your client’s experience is across platforms, and your overall consistency. If you’ve nailed each of these, you’re looking mighty fine!
Your CRM isn’t working for you
Pipedrive: See your business statistics and pipeline all in one location with Pipedrive. Mainly for managing sales, Pipedrive will give you the most recent, accurate, and up to date data.
Salesforce: Only your IT team can handle this one…No real marketing capability
Hubspot: The industry standard (and we’re not just saying that because we’re a Hubspot shop). Schedule, plan, create all in one platform. Even if you’ve never done marketing before, Hubspot is so user friendly, anyone can learn it in a quick how-to tutorial.
What do your proposals look like?
If your website is gorgeous, your Instagram is posting great content and your LinkedIn community is highly engaged but you’re sending a word document with boilerplate language and no branding as your proposal, you have a major disconnect. Proposal design is as much art as science. There are services available from Pandadocs to ClientPOint, the levels of customization vary widely. Whatever you choose make sure that your proposals are as professional as the services you provide.
You’re repurposing the same content everyone else is
Custom content drives engagement. If you are not generating organic content monthly or weekly, you are
Missing out on a huge opportunity and
Placing yourself right in line with all of your competitors.
Through generating unique content specific to your brand and sharing it across multiple platforms, you increase your reach, impressions, and Google search score. Hint, hint: Google will give you a lower rank for duplicate content if your content is found on another site.
Personalize your brand
Let people look behind the curtain and see who you are as people, not just a company. This is something we say over and over again but could not be more true. It’s 2020, people like buying from other people. Find a way to connect on a more personal level with your clients and begin growing your relationship with them to build the trust they want to feel comfortable in choosing you as their insurance provider.
At Digital Storyteller, we start all of our engagements with a Brand Storytelling Process, a “Brandscape” of your company! Through this process, we nail down your brand voice, archetype, and the WAY you talk about your company. When you’re clear about how you talk, people will listen to What you’re talking about.