What You Need to Know
- Contacting clients near their coverage renewal dates is one reason add value.
- Communicating with clients throughout the year matters, too.
- Only 37% of agents surveyed said they feel very comfortable with modern, social media-based marketing techniques.
Michael Jans believes many professionals involved with the insurance sales and marketing need to work on balance.
“They’re pretty good at sales,” Jans said in a recent interview. “They’re not at all good at marketing.”
Jans now works as a consultant who helps insurance agencies and insurance technology companies use marketing to get bigger.
From 2001 through 2016, he was the CEO of The Insurance Communicator and later of Agency Revolution. Both companies helped insurance agencies with marketing automation. FMG Suite, another financial advisor marketing software company, acquired the company in 2017.
Here are trends Jans and FMG Suite see in insurance marketing, based on a recent interview with Jans, and a summary of FMG Suite survey results.
1. Technology can make marketing better.
“Marketing is the strategically designed relationship between the agency and the marketplace,” Jans said.
Technology can make it much easier for agents to segment the marketplace, to get the right message to the right people at the right time, he added.