Smart Insurance Marketing in Today's Tough Economy


Insurance marketing and insurance sales, especially in this economy is a battle that most all financial planners face every day. Whether you are focusing on life insurance marketing, health insurance marketing or insurance direct marketing, the common concerns are the same.

How do you get new clients? How do you convince that they need to come in to see you and talk about his financial future?

There are a lot of things to consider regarding your insurance marketing. However there are many things you can do to get your insurance marketing plan in place.

The first thing you need to do is set up an insurance marketing strategy. A strategy is similar to a plan or goals. It is designed to layout all the important insurance sales and products that you offer so you can visualize how to deliver those services. Simply take a couple hours and put a plan in place and make sure that you are doing something at least weekly to attain your insurance marketing plan.

What I want to share with you in this article is a way to layout your insurance marketing plan to allow you to attain your goals to effectively market your business. First of all, you have to understand the difference between a strategy and a tactic.

What is a Strategy?

A strategy is to educate your mind about why things happen and what the outcomes are.

For example, one strategy you could have when you are thinking about your insurance marketing is to build relationships with one new joint venture partner, like a CPA or Attorney per month. Another strategy you might consider is to further define your target market to go after a certain type of prospect. Those are strategies.

A tactic is the steps you are going to take to get accomplish your strategies.

What is a tactic?

Like I said, tactics are the steps you take to accomplish the strategies.

Following the above example, if your strategy is to build relationships with a CPA or Attorney per month then your tactic could be to attend local networking groups where you know CPA's or Attorney's hang out. Or you could talk with your own CPA and explain what you are trying to accomplish and that you want to refer clients.



If your strategy is to further define your target market you could think about all your clients and what types of people you best connect with. Then ask your favorite clients for referrals and introductions to people that fit your preferred niche.

Insurance Marketing Channels

What you want to keep in mind is that there are many different ways to approach marketing for insurance agents. We are in an industry that can help everyone. You should not get too attached to one type of marketing strategy because you never know when that channel is going to dry up. If you focus all your marketing efforts on seminars, and then rules change or people stop coming to the seminars for some reason then you are lost on other ways to attract clients. You must always have three or four ways of attracting clients and prospects that fit into your plan.
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