How to Use Content to Keep Your Clients

By Allison Babberl on June 30, 2016 in Client Retention

How to Use Content to Keep Your Clients

Welcome to the Content Marketing World

Content Marketing—you’ve maybe heard this buzzword circling about and thought: “not for me”, “I haven’t the time”, or “I’m no writer”. Well, I’m here to tell you that it is for you, you do have the time, and you don’t need an English degree to be a writer. Content could be a huge boost for your agency, your reach, and your growth.

Incorporate Content into Your Agency

Simply write what you know. You are the expert. You are the teacher. 

Most of your insurance clients won’t be reading the fine print of their policies; they won’t understand every detail of their coverage, and oftentimes it won’t come up until they need the protection. They will be looking to you for information, advice, and peace of mind. 

That’s where content can play a huge part in your client retention. You can write and share blogs or articles that will be relevant and helpful to your clients. Share pieces from yourself, your trusted sources, and industry experts. You could share relevant industry news (like UnitedHealth pulling out of the Marketplace), new products and coverages that may interest them, and policy renewal reminders (like open enrollment); then share a brief explanation of how that news or those changes may affect them. 

Use your content to be proactive; reach out to those clients of yours that will be affected by these changes before those changes take place (AgencyBloc can organize your data by policy, carrier, and coverage). Help them find a solution to the problem, like new policies and coverage that will protect them in the ways they need. Your clients will feel that you are taking a genuine interest in who they are and what they need, and will be less likely to leave.

Have a Social Strategy

Content creation doesn’t have to take a ton of time. It’s quality over quantity: a few good, well-written pieces will be more effective than a pile of less than fantastic work. You can easily work content creation into your schedule by making a strategy. 

Take a hard look at your day-to-day operations. Is there an hour or two you could devote to writing and research? You can post something once a week, once every two weeks, or once a month—whatever works with your schedule. Then, on the days you don’t post a new piece you can share articles from your trusted sources, recycle one of your older (but still pertinent) blogs, or share fun information from your office like this:   

AgencyBloc’s Facebook Feed

Your content doesn’t always have to be insurance-specific, but it should always have a purpose and value, whether that’s educational, informational, or simply relationship building. Fun posts like the one above will give your agency a human face and will allow your clients to connect with you on a deeper level, whereas education pieces will help your clients better understand their policies and grow their respect for you and your agency. A combination of the two will help to boost client retention and referral. Because who doesn’t love pie?

[Blog] How to Market Your Agency When You’re Extremely Busy

Have an Email Strategy

Your clients aren’t just on social networks. Recent studies have found that 72% of consumers prefer to communicate via email when it comes to promotional messages or client updates. 

Combine your content and email marketing so as to reach your clients where they are. Set up mass and automated email campaigns that send the right message at the right time to the right client (a simple set up in AgencyBloc). Send automated emails that are triggered by certain events such as birthdays, policy expiration, 65+ changes, etc.,  tailor the templates to suit your needs, and AgencyBloc’s marketing automation will do the rest. 

One of AgencyBloc's Email Templates
One of AgencyBloc’s Email Templates

Email marketing is a simple, easy-to-use way to make your clients feel like they’re top of mind while allowing you to achieve more in your day. Something as simple as saying “happy birthday” to your client could mean the difference between current client and ex-client. 

A bit nervous to start?

Content creation can be daunting, but we’ve got you covered. Use our free guide that provides you with 7 free, ready-to-use email templates to stay in touch with your clients and boost your agent-client relationships. Then check out our free ultimate guide detailing all you need to know about email marketing in the insurance world.

The Ultimate Guide to Email Marketing for Insurance Agents

Allison Babberl
Allison Babberl

Allison is the Marketing Content Specialist at AgencyBloc. She creates educational content and designs videos to promote AgencyBloc's resources to help you organize, automate, and grow your insurance agency. Favorite quote: “Conversation is the bedrock of relationships. Without it, our relationships are devoid of substance.” -Maribeth Kuzmeski More articles

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