There are approximately 274 million registered vehicles in the United States and although every state in the country has different requirements in terms of insurance coverage, there are still millions who need some coverage. As with other businesses, there is no shortage of competition from insurance companies. Plus. people are always looking for a good deal on car insurance. So, the big question for your agency is how do you set yourself apart?
Finding the active insurance shopper.
Today, people have the luxury of browsing prices from several different companies and they can do it through their cell phones. People are constantly online browsing social media, news sites or conducting their searches. And they have the power of shopping for different prices (even if they are an existing customer). You need customers to know you offer the best value for the price, benefits of being a customer of your insurance company and more. To get that message out there, you need to make sure it is going to the right people.
img. via Yahoo Finance
The focus of this is getting your message to the right people, at the right time. When you are crafting your marketing message you’re thinking about the offers, pricing and other incentives. You are also considering where they are in the buying process, are they looking for a better deal or are they buying a new car and need coverage? Regardless, of the message, you can ensure your ads are being shown to the right people. A recent Yahoo Finance article said the most active auto insurance buyers are or going through are big life change. So focusing on newly married, new movers, recently graduated or retired can get you in front of an active buying audience.
Let’s take the idea of someone buying a new car, you will want to reach those people visiting dealerships. How can you do this? Geofencing. This allows you to set a perimeter around a specific area that you want your ad to be shown. You can use geofencing to create a virtual perimeter around car dealerships so when someone is visiting that location they can begin to see ads from your insurance company.
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Give the a reason to choose your insurance agency.
Consider the incentives you are offering from your insurance company. For example, are you offering a great price for students or perhaps the parents of students with good grades? If that is the case then you can, add a geofence around schools or even neighborhoods near the schools to target both the students and parents. You can do this with other locations as well based on specific incentives.
As an insurance company, when you are thinking of the different stages people are in toward making a purchase you can create location-based marketing on that as well. You can place geofences on areas such as a business that offers smog checks, the bank (for the car loan) and even the DMV.
Your whole marketing plan encompasses a lot including your website, SEO, blogs, social media and more. This is one piece of the pie, but one that can make a significant impact on your business. With a lot of competition, you will need to set your insurance agency apart. Targeting your advertisements at different points of the buying process can help you grow your business.