Sales and marketing efforts are a part of every agent’s business. Using marketing strategies that align your agency to the local market can help an agent grow locally. Try some of these ideas to help develop your local agency business.
Marketing Strategies Designed for Local Markets
Customers who reside in or do business in your local area often form a major part of your customer base. This means marketing strategies designed to attract and retain more of the local market can help an insurance agent grow more quickly than a generic strategy.
Try some of these ideas to optimize your marketing strategy for the local market:
Be involved in your local community.
You can gain more visibility in your local community in various ways. Volunteering for a local organization you are passionate about helps your community do good things and gives employees a way to feel good about giving back. Getting your agency’s name more visible in the community is an additional benefit of your volunteer work. Encourage employees to join you on volunteer days by offering time away from the office to attend volunteer functions. Provide agency t-shirts or sweatshirts and take photos to share on your social media channels.
Ask for referrals.
Referrals are a low-cost way to acquire new business. Ask your current policyholders to refer you to their friends, family, and co-workers — many of those people will also be local residents. Having a strong word-of-mouth network of referrals can only be accomplished by providing excellent service to your current customers, so remember to keep a strong focus on customer service as you ask for referrals.
Become a thought leader who educates the public about local issues.
Consider the region you live and work in when you think about narrowing your focus as a thought leader. For example, agents who serve customers in California could consider becoming experts on the ever-changing local insurance market or wildfire prevention and mitigation. Providing free information through advertisements, email campaigns, and in-person seminars can solidify your reputation as a local expert, putting your services in demand throughout your region. Be sure to promote your thought leadership on your website, social media channels, and in person.
Maximize digital opportunities to reach local residents.
Optimizing your website for a local audience means considering how locals will search for your services and then matching your SEO to those terms. Be sure your website is mobile-friendly and offers a simple, intuitive customer experience. Review metrics to analyze how your site is performing and make adjustments to your content and keywords accordingly. Check your results often to stay on top of trending terms.
For More Information Join the American Agents Alliance
The American Agents Alliance has been providing independent agents and brokers with exclusive E&O insurance, access to preferred markets, and career-building opportunities since 1962. Become a member today to see how we empower agents to thrive.
External Links:
- https://getinvolved.ucsd.edu/service/resources/reasons.html
- https://www.fire.ca.gov/our-impact
- https://www.businessnewsdaily.com/15770-local-marketing-strategies-for-small-business.html
