There are plenty of ways you can generate leads and promote your insurance agency. Website SEO optimization. Outreach to existing customers to generate referrals. Claiming and utilizing your Google business and Yelp profiles. Email marketing. Video marketing, Blogging. Guest writing. And, of course, social media.
Another method, often overlooked, is events and webinars. Hosting in-person and online events allows you to showcase your insurance expertise, share valuable tips and insights with individuals, business owners, or both, and set the stage for a long-term relationship that can lead to even more business.
Possible Event Marketing Options For Insurance Agents
So, you may be asking, what sort of events might my agency and I consider? The options are many.
For example, here are a few ideas:
- Understanding Employee Benefits: A “Benefits 101” for Small Business
- Adding Ancillary Benefits to Your Group Insurance Options
- Small Business Health Check: Assessing Your Group’s Current Health Coverage
- Live Q&A on Employee Benefits: Addressing Common Insurance Questions (Quarterly or more often)
- Health Care Trends and Emerging Industry Developments
Many of these events you can host on your own – or with others in your agency. Some topics you might want to co-host with other experts you know. If you have a prominent health care facility in your region, you could consider asking a local leader or medical expert to join you in your Q&A.
Apart from generating potential new leads, you can use events to help build your professional network. One option is to host or co-host a Referral Partner Mixer. This networking sort of event allows you to connect with other insurance, financial services, and accounting professionals with whom you can share or trade leads for products and services that your agency does not currently offer.
Another possibility is an online or in-person community and youth sports sponsorship. You can join with other like-minded businesses in supporting your community’s schools or youth sports groups. Sponsoring a Family Fun Day or Business Expo can also help you connect with community members and business owners. This, too, can be something you do on your own or in collaboration with other professionals and businesses (including possible current clients).
Developing Your Agenda
The type of event you choose will help you determine your agenda. However, it’s important that in evaluating your options that you build the following into your plan:
- Clearly define your event’s goals and objectives
- Assign responsibilities to each participant (if you’re co-hosting or including an expert panel)
- Discuss how cost(s) are being shared, if applicable
- Review how leads received will be shared and the timing for distribution
- Schedule a post-event analysis to discuss effectiveness and ROI of event
HubSpot offers an event planning checklist, which may be helpful to you. It includes tips on pre-event planning, marketing and promotion, event logistics, and post-event follow-up.
Be sure to ask your Word & Brown rep about potential giveaways or other resources to help make your events more interesting and beneficial for your business and your participants.
If you’re not already working with Word & Brown, call us today at (800) 869-6989 or register online to get started.
