Over the last two weeks I’ve listed a sequence of steps, and related marketing activities, that brokers could implement to establish a solid insurance marketing plan:
The above mentioned sequence of steps will assist in implementing an insurance marketing plan that covers all your bases from pre-purchase to the early stages of post-purchase.
This week I’ll take a deeper dive into post-purchase marketing. After all, the ultimate goal of your marketing strategy is to gain loyal customers. These recommended steps will help you achieve that.
Your Post-Purchase Insurance Marketing Plan Matters
The first thing you need to understand is that marketing to current customers matters just as much as acquiring new ones. While it’s important to acquire new business, it’s imperative to equally prioritize retention.
As a benefits broker you understand how crucial it is to establish strong, lasting business relationships with your clients. However, research from Deloitte found that 60% of insurance consumers don’t feel they get value from their agent – other than when shopping for a policy. To add on top of that, research from EY found that 86% of insurance consumers are not satisfied with the amount of communication they get from their agent.
The numbers show there’s a disconnect in the post-purchase stage of the buyer journey. Customers desire more communication from their broker, and a post-purchase insurance marketing plan will help you meet your clients’ needs.
STEP 4: POST-PURCHASE MARKETING
Congratulations you’ve closed the sale and now you have a new client in your portfolio! Now what? Before you pick up the phone to start cold calling your next batch of leads, let’s consider what your buyer journey should like once you close the sale.
At this step it’s crucial to put strategies in place to ensure you provide clients with the experience promised at the pre-purchase stage.
Marketing Activity 8 – The Onboarding Process
In today’s competitive market, it’s important to make a good first impression. It lays the foundation for a lasting relationship. An effective onboarding process can not only assist in accomplishing this, but also make your new customers feel like they’re a part of the family.
So what are some steps you can take to create a unique onboarding experience that your customers want?
Segment Your Clients
Before structuring your onboarding process, it’s important to understand who your new clients are and how they prefer to consume content. Segmenting your audience is just as important for understanding current customers as it is for prospects. The same principle applies; tailor content and communication to their preferences.
A millennial who runs a tech startup will have different preferences than a Baby Boomer HR manager when it comes to content consumption and preferred modes of communication. For example, research shows Baby Boomers prefer written content, while millennials prefer images.
Segmenting your clients will assist in understanding what type of content you need to create, the different types of media your content should be formatted to, the marketing channels your clients prefer, and the overall experience your customers want.
I can’t stress enough the importance of providing the experience they want and not revolving operations around your preferred modes of communication. Many brokers make this mistake and it leads to the statistics we mentioned earlier on high buyer’s remorse from insurance consumers.
Understanding their preferences will help you map out a strategic, tailored experience that will assist in establishing long lasting business relationships.
Say Thank You and Welcome!
Show your clients how well your momma raised you and take the time to say thank you for choosing your agency and welcome them to the unique experience you provide. Leverage the data gathered from segmenting your clients to determine what type of media you’ll use for onboarding your new clients, and the channels you’ll use for communication.
Data shows millennials and baby boomers both enjoy video content. Given this, record a welcome kit video that you can share via email. Introduce relevant members of staff, detail additional services, point them to available resources, and more . A welcome kit video is a low-effort, high impact video anyone can create and will allow you the opportunity to showcase your personality; adding the personal touch modern consumers demand. You can learn other, industry specific, ways an insurance broker can leverage the power of video marketing here.
Use marketing automation software to set up a thank you/welcome kit email that automatically triggers based on a prospect’s account status changing to client in Salesforce.
For Baby Boomers, also consider the option of sending a thank you letter in direct mail along with an onboarding package. It’s a thoughtful gesture that will show your new clients how much you appreciate their business.
Onboarding is a crucial activity for your insurance marketing plan as it establishes what your new clients can expect from you going forward. Leverage technology so you can better understand your clients and provide them the experience they prefer.
Marketing Activity 9 – Consistent Communication of Educational Content
In part 1 of this blog series I shared research from Harvard Business Review which found B2B buyers are looking to work with salespeople that can teach them new things to help run and grow their business; this is also known as thought leadership.
A blog is a good way to get thought leadership content in front of leads. But, getting your clients to subscribe to your blog or newsletter is a great way to maintain consistent communication with your groups.
As a health insurance broker you host a treasure trove of knowledge and industry insights! Share that knowledge through a blog. You’re not limited on topics; you can discuss ACA compliance updates, voluntary benefits trends, tips on open enrollment, and so much more! Remember, your clients value your expertise. Don’t wait until they come to you with a problem to share that knowledge. Go beyond their expectations by having educational resources available when they need it.
Also remember to share content on social media. Your clients are actively online, so share your blog posts on sites like LinkedIn and Facebook to add another line of communication. If your content receives comments be sure to reply and engage with leads and clients alike so you have an active presence across multiple touchpoints. You can also use marketing automation software to send out email blasts to your blog’s subscribers, notifying them of your latest post.
When it comes to a modern insurance marketing plan, consistent communication is where most agencies provide the experience modern consumers are looking for. We live in an era where consumers of ALL demographics consume content online constantly. The way insurance and employee benefits works, it’s not an everyday product or service in comparison to all the other content out there in the digital space. Therefore brokers need to work twice as hard to produce and distribute marketing content on a regular basis in order to maintain brand awareness.
Check out my blog post Today’s Top Ten: Starting a Blog For Your Agency to find tips on starting your own insurance agency blog.
A Current Trending Topic for Your Content: “Change Readiness”
Change readiness is the fastest growing topic on LinkedIn according to the social media giant’s own statistics. So use your insurance marketing plan as means to joining the conversation! Multiple industries are undergoing significant changes in the way they operate due to technology and changing consumer behaviors. The benefits industry is no different. Employers now have to appeal to millennials who value strong benefits packages more than base pay, intuitive technology solutions, experiences over material possessions, and a number of other attributes. With businesses adapting to these changes, it creates an opportunity for you to get in front of leads and clients alike with content and solutions for their needs.
Marketing Activity 9 – Customer Feedback
Feedback provides key insights to your clients’ pain points. Leverage this information to improve your customer experience. Whether it’s about accessibility or slow processes, you won’t know what to improve on without customer feedback. Simple discoveries from feedback like reducing customer effort has been found to increase customer loyalty according to Harvard Business Review. There are multiple ways you can approach setting up a customer feedback program.
Check out my blog on Insurance Agency Retention Marketing for tools and strategies you can leverage to implement your own customer feedback system.
Marketing Activity 10 – Referral Marketing
Did you know that 92% of consumers believe recommendations from friends, colleagues, and family, over all forms of advertising? That’s a pretty amazing statistic, especially because your agency can capitalize on it with insurance agency referral marketing.
You may be thinking it would be awkward to ask clients for referrals. But, according to SalesStaff, 91% of satisfied customers say they’d give referrals. So why hasn’t your insurance agency been reaping the benefits of client referrals from all of your loyal customers? Probably because you haven’t asked them to, or at least not in the right way.
Read my blog on Insurance Agency Referral Marketing to learn how you can set up your own referral campaign and reward your loyal customers in the process!
THE END OF A TRILOGY
Keeping in tune with the trend of epic movie trilogies, over the last three weeks I’ve listed out a sequence of steps brokers could utilize to implement a complete, modern insurance marketing plan. While there is no universal approach to a consistently successful insurance marketing strategy, following this sequence of steps will assist in implementing an effective one.
Stay tuned to the Broker Tool Belt for more of the best tools and tactics to help you generate business, close more deals, and support client success.