Although it may not be something you think about often, brand awareness is a core part of your agency’s growth and success. While the brands of insurers you write for can easily help in building your credibility with clients, it’s important that your customers recognize your agency as a brand as well.
Without brand awareness, there may not be much for your clients to stay loyal to, since it helps make your agency top of mind for those who do business with you and helps create long-term relationships. But how do you develop a strong sense of awareness for your agency? Take a glance at a few of these great ways you can do just that.
Building partnerships with local businesses or other organizations offers countless benefits, one of them being brand awareness. The more connections you obtain with others in your area, the more other people will learn about your agency and see you as someone willing to work with others.
Finding opportunities to partner with other businesses that may be trying to reach the same types of clientele can also help generate great profits for both parties. For instance, the Preferred Builder Program through ASI allows insurance agents to connect with local builders in a way that provides great benefits to customers buying a new home.
Have a Web Presence
Even if you do a lot of business through referrals, you will miss out on countless opportunities to expand the awareness of your brand if you are not creating a strong web presence. When your current customers refer you to others they know, nearly every one of these potential leads will check your website before they do anything else.
Having a website is vital to the survival of your company, and making a website that is easy to use, visually appealing and educational can be one of the biggest factors in excelling in the industry these days. If you haven’t touched your website in a few years, the time to update is now.
Network on Social Media
It’s no secret that social media is now one of the largest parts of running a business, and insurance is no different. Getting involved on social media networks allows great opportunities for people in your community to see a more personable side of your agency and can help you expand your brand awareness ten times over. While most websites and apps are great for B2C agencies, there are others that are even better for B2B agencies, such as LinkedIn. The key is discovering which networks will work best for your business.
Write Blogs and Articles
Want to drive more traffic to your website? Writing educational blogs and articles to publish on your agency’s website is a great way to bring in a variety of new audiences and generate leads. The key is to write helpful information that your customers will be searching for on the web and to link to other sources in the text of your blogs, which can help your website rank higher on search engines like Google and Bing. You might even want to try being a guest blogger or writer for other industry publications as well.
Make Your Agency Personable
One of the best ways to build brand awareness is by having a story that makes your agency personable and approachable for potential customers and community members. This is a story you can tell to those you meet, a story you use to create your website or a story you use on social media — all of which are great opportunities to help others remember you and your brand.
Go to industry conferences. Visit community fairs and festivals. Be a speaker at a networking event. Host a booth at a local market. This is one of the easiest ways to build brand awareness in your area, since you will get to see and meet many new people in person. Let them ask you questions and provide advice when you can. Being a great resource can create a foundation of trust and relatability right from the start.
Ask for Referrals and Reviews
If you have a handful of loyal customers, try asking them for referrals and reviews. Chances are that many of them would be more than willing to refer you to their friends and family members who may not even know about your agency at all yet. You can even ask to highlight their reviews on your website and on social media, which can make them feel even more special and appreciated by your agency.
Learn More About ASI
ASI is one of the largest homeowners insurance carriers in the United States. Through a network of independent agents, the company offers home, condo, renters, dwelling fire and flood insurance in over half the country, with plans to cover the rest by 2017. Find out more at AmericanStrategic.com.