What you need to know
- Reaching out to customers near their renewal date for coverage is a source of value.
- Communication with customers throughout the year is also important.
- Only 37% of the agents surveyed said they were very comfortable with modern, social media-based marketing techniques.
Michael Jans believes that many professionals involved in insurance sales and marketing need to work in balance.
“They’re pretty good at selling,” Jans said in a recent interview. “You’re not good at marketing at all.”
Jans now works as a consultant helping insurance agencies and insurance technology companies use marketing to get bigger.
From 2001 to 2016 he was CEO of The Insurance Communicator and later Agency Revolution. Both companies helped insurance agencies Marketing automation. Another financial advisor marketing software company, FMG Suite, acquired the company in 2017.
Here are the trends Jans and FMG Suite see in insurance marketing based on a recent interview with Jans and a summary of the FMG Suite survey results.
1. Technology can improve marketing.
“Marketing is the strategically designed relationship between the agency and the market,” said Jans.
Technology can make it a lot easier for agents to segment the market and get the right message to the right people at the right time, he added.