How Independent Agents Can Communicate With Today’s Digital Consumers
Print this Article | Send to Colleague
Today, the business world is increasingly digital. Consumers constantly turn to online resources to find information, and independent insurance agencies need to be part of that landscape if they want to connect with clients.
The sheer volume of options can make developing an online strategy challenging. After all, as an independent agent, your time is valuable, so you need to know which approaches are more likely to yield results and resonate with your clients.
If you aren’t sure where to begin, here are some standout options for communicating with today’s digital consumers as an independent insurance agency.
How to Communicate with Today’s Digital Consumers
Facebook Groups
While traditional Facebook posts and comments can allow you to connect with your clients and prospects, adding a Facebook Group into the mix is beneficial. With a Facebook Group, you still get to communicate directly with your clients, but you also create a space where clients can help one another.
It provides a simple platform where clients can ask questions and share experiences. Along with getting responses from your team, they can also gather insights from other insureds.
Facebook Groups also make sharing major announcements simple. The information is accessible to an engaged audience who gets notifications, increasing the odds that it’ll get noticed.
Client Toolkits
A client toolkit is an online central repository of helpful information and tools. This can be anything from how-to guides, checklists, FAQs, or other resources that clients may find valuable.
With a client toolkit, selling isn’t the primary goal. Instead, it’s about positioning your independent insurance agency as a go-to resource for helpful tips, tricks, and insights, drawing clients in with the wealth of handy information, increasing engagement, and bolstering your brand.
Videos on Social Media
Today, video is the content-sharing approach du jour. It’s one of the most popular mechanisms for enhancing engagement on most social media platforms and is a solid option for developing your brand’s voice.
Video can be a great way to share updates and/or helpful resources. Plus, most social media video formats are embeddable on websites, allowing you to add valuable ones to your client toolkit with ease.
Email Newsletters and Surveys
Email newsletters are a classic option for sharing information with clients. One of the simplest approaches involves sharing an overview of a blog, announcement, or similar content and then including a link that directs the reader to the actual post to learn more. Not only does this let you keep your newsletter short and enticing, but it also boosts traffic to your other pages.
When it comes to follow-up, emailed survey links are one of the easiest options. You can use them to gauge the client experience, giving you the ability to find any areas where improvement is beneficial.
How to Increase Engagement with Your Online Resources
At times, if you want to boost engagement with your online resources, independent agents should consider incentivizing participation. By, for example, sending swag, an eBook, or something similar after a client signs up with your newsletter, you’re rewarding them for engaging with your agency.
The incentive doesn’t have to be expensive to be effective. As long as it is helpful or useful — providing value over being part of a sales pitch — it can potentially be a winner.
ePayPolicy is hosting a FREE webinar "Delighting Young Policyholders with ePayPolicy" this Thursday, April 15 from 11:00am - 12:00pm. Register here!
