It’s A Matter of Trust
The Role of the Concept of Trust Within Insurance Marketing
Strategic marketing for any industry involves monitoring and anticipating trends. For independent insurance agents and agencies, research indicates that a key component to marketing centers around a word that you’ll probably find familiar: “Trust”. Within a hyper-competitive marketplace, earning a consumer’s trust can become the single most important factor in influencing their decision. At GS National Insurance, we offer countless resources and ideas to help our agent partners explore innovative ways to build trust into their marketing plans. Here are just a few ideas:
Simplify Your Message: Remember that all consumers are bombarded with advertising. As you develop the messaging for your marketing, keep the topics simple. Empathize with consumers by acknowledging just how important trust is for any productive, successful, and long-term relationship. Provide clear and easy-to-follow examples of how you go the extra mile to earn — and maintain — the trust of all of your clients.
Be an Expert: One of the key ways in which you can build trust is to display expertise. Know your products and be mindful and respectful of your clients’ individual situations and specific needs. As you create content for your marketing, provide insight into your products and how your products relate to your clients in real-world scenarios. Maintain effective and ongoing communication with your clients, following up with them often. For prospective clients, make sure that you’re availing yourself through social media, text messaging, email, and phone to promptly answer questions and offer recommendations.
Get Personal: Demonstrate your sincere concern for your clients by taking time to truly get to know them. Learn about their family, their goals and challenges. Stay organized with your data to keep track of their personal history, preferences, and previous conversations so that you can continuously demonstrate that you’re listening and interested in the things that matter most to them.
Be Positive: Studies show that, more than ever before, a positive company image is a crucial characteristic of your brand. Consumers are more likely to partner with an agent or agency whose values align with their own. According to Mintel research, 48% of consumers are seeking out companies with a reputation of fair treatment for their employees and 56% of consumers state that they would not purchase from an agent or agency whom they perceive as unethical. Within your marketing, showcase your mission and values and provide examples of how you’re putting those values into practice. Use your social media channels to illustrate your care for the community that you serve. Share client testimonials or engaging content that spotlights your staff, coworkers, and office environment.
While trust may take some time to build, your marketing plan can create trust avenues that not only get attention, but also represent what makes you human. Remember, today’s consumers are not merely looking for “good” customer service. They’re expecting service that goes that extra mile. By placing an emphasis on how you exemplify your commitment to trustworthiness can make your marketing content get attention and get results.
SOURCES:
· https://10to8.com/blog/customer-trust-crisis/
· COMPEREMEDIA Insurance Trends 2020 Report
GS National Insurance is an independently owned insurance marketing organization. We specialize with helping independent advisors increase their Health, Life and Annuity Business. Our primary focus is the senior health insurance marketplace. We combine technology and experience to deliver high quality service and support. Learn more at gsnational.com
