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4 essential marketing tips every agency must know

July 21, 2021

The word marketing has a different meaning to each agency. That’s why it’s important to work with carriers that have a robust offering of tools and solutions that can meet an agency where you are in your marketing efforts.

1. Appear in local organic search to reach potential customers

It’s no surprise in today’s world, 93% of online experiences begin with a search engine.1 Think about the last purchase you made, chances are you did some online research first.

When it comes to appearing in search results, keyword research plays a big part in SEO. To optimize your content, you’ll want to research the top keywords for insurance agencies and ensure you include them.

For appointed agencies, every agency location has its own page on the Nationwide locator to help their business appear in search engines for local searches. Having a page on the website of strong brand like Nationwide improves the agency’s overall authority on the internet and allows their locator page to rank for commonly searched terms that a small business would otherwise find challenging.

2. Co-branding can elevate your brand

Agencies differ on their views of co-branding, but those who embrace it find that it can be an effective marketing tool According to Insurance Journal, one of the most effective ways for an agency to build its book of business is through a co-branded marketing campaign, “with one of its carriers, a vendor that provides a unique service, or even another agency with complementary products and services.” With co-branding, you can add brand credibility and find new marketing opportunities. To help make the most of the opportunity, think through your goals with co-branding.

  • Who is your target audience?
  • Will co-branding help me appeal to a larger or different audience than if I just used my agency branding?
  • What tactic will meet your needs – a digital or print piece?
  • Do I have the partners’ permission and standards on how to use their logo?
  • Do they provide tools to make it easy (e.g. logos in various formats, templates)?

Nationwide offers over 400 materials on Marketing Central that can be built and ready in a few simple steps. Agent Brand Suite, our signature campaign, allows agencies to lead with their brand and help a client understand the value of an independent agent. As in-person events rebound, check out the community and sports ads we have to support local community event and sponsorships.

3. Build trust with customers through authenticity and consistency

When it comes to digital marketing, it’s important to share your authentic perspective consistently across platforms. Your mission and core values can be a good place to start, consider sharing:

  • Why you’re in this business
  • How sales and support staff believe in the mission
  • How you meet customer needs
  • Ways you’re involved in the community

Keep in mind that you should always think “outside in” when designing content about your agency. Connect your capabilities and experience to what it means for the customer and think of engaging ways to deliver the message. For example, instead of just saying your agency has been in business for 25 years, it may also be effective to have a few of your best customers provide a testimonial of how your agency has gone above and beyond for them, especially after a claims event.

4. Get in touch with your clients

Findings from a recent Agent Authority survey showed 94% of agents reported they are regularly checking in with their customers to make sure their policy fits their needs. However, only 69% of customers reported sufficient check-ins from their agent.

In an industry that’s all about relationships and with many of us at home this past year and less connected, sending a personalized greeting card, calendar, or small token of appreciation to a client can go a long way. The Nationwide Catalog has some great ideas to help you reconnect. Make sure to ask for time to do an annual review and remind them that you are part of their squad.