Just be honest.
This is a fun blog for me to write because I absolutely love when companies use this technique to market themselves: honesty. Sounds simple, right? It should be, but far too many companies worry about trying to appeal to every shape and size of market. What they should be doing is working to find the specific market they serve really well, not the general market they serve insufficiently.
How can you do that?
Hubspot wrote an article awhile back about why you should be honest in your messaging, and I think it covers this topic pretty well. I'll share my two favorite points:
- Be upfront about the market you don't serve. Never, ever make your volume of clients more important than the quality of your clients. More importantly, don't let yourself get caught up in the number so much that you forget what insurance agents are there for in the first place: to help. So, if you don't have the services they're looking for, point them to someone who does. They'll appreciate your honesty and your help, and they'll come back to you when they're in need of something you do offer.
- Openly admit when you make a mistake. This is one of the biggest things I notice and appreciate from a company. Especially if you're a well-known agency, everyone will know when you make a mistake. Or, at least your client will know when a mistake was made with their account. The best and most honest thing you can do in that situation is own up to it. This isn't necessarily a marketing tip, but I thought it was important to mention. Admit the mistake, then explain to your client everything you've done since then to be sure the mistake doesn't happen again. Nobody wants to hear a sparkly speech full of excuses; they'll appreciate your honesty.
I think these two points are the first place to start when thinking of how you want to market yourself. Basically, be completely honest about your agency and what it can and can't do. I have one tip of my own for marketing yourself as an insurance agent:
- Be unique. Gee... awesome advice right? But hear me out. The insurance industry is one that doesn't change quickly. Technology is introduced, but it seems many agencies still hold out on adopting it. In addition, many agencies still aren't embracing content marketing or social media, even if they see how effective it is for other companies. So, why not be one of the few that does? Why not be that agent that's available to your clients 24/7 via social media or email? Why not surprise them with how the insurance industry can be different? I don't suggest giving up your life and spending all of your time working; I suggest working smarter, not harder. I suggest embracing, or at least exploring, all of the technology possible that could help you out.
If you haven't noticed, more and more brands are being praised for the crazy, extremely honest marketing they're doing. And this whole "honest marketing" idea didn't just arrive overnight (check this out). So, take a look at yourself as an agent or at your agency as a whole and ask yourself: "what market do I serve the best and how can I portray that to them?"
Once you identify what market you serve best and why, all of a sudden marketing becomes a lot clearer. You simply tell that market about the services you offer. If they really do serve that market the best, they'll sell themselves. And if you've adopted some technology and personal branding skills, your personal brand will start to reach further and further as well.
I can't speak enough about how important technology is to all of this. Managing your clients and prospects in an organized way that also allows you to strategically use that data is key. See what I mean here: