Insurance Marketing Ideas: Nurture to Overcome Nature

If you’re looking for ideas to grow your insurance marketing results, first keep in mind that you will need to NURTURE to overcome human NATURE. When we hear the term “nurture,” we typically think of babies. We all know that young-ones need feeding and care. But, here’s a thought … your prospects, customers and employees need feeding and care too! If you don’t nurture them, natural tendencies will take over. 

Here’s what I mean …

When prospects begin to interact with your company, they are typically NOT sales ready. They are learning and assembling opinions. Their NATURE is to remain anonymous for as long as possible. They don’t want you to know that they’re checking you out. Unless they have a big pain point that’s creating urgency, their NATURE is also to proceed with caution and to procrastinate on decision making. A confused mind never takes action. That’s where nurturing comes in. Nurturing prospects helps them overcome their natural tendencies of anonymity and procrastination. 

Here are several insurance marketing ideas to nurture them from being NOT SALES READY to INTRIGUED to READY TO BUY:

• Fill your insurance website with interesting offers like free reports, case studies and analyses. When prospects see these things, they get clues about what they should be researching to make an informed buying decision. They’ll want to know more so badly that they may decide to complete a form on your site to obtain the instant download. 

• After a prospect downloads something from your website, send an email to offer something else that is related. If the prospect downloads a second item, you’ve moved them into the “intrigued” category. 

• Reach out and make a LinkedIn connection with anyone who downloads information. You may also want to connect on Twitter or like their company on Facebook. 

• Create an automatic drip system to stay in front of prospects year-round. Use emails, letters, or both. You can inexpensively create your own custom quarterly magazine with the help of TailorMadeMag.com. 

• Don’t be afraid to pick up the phone. If you notice that someone has interacted with your website more than once, place a phone call.  Ask if they have any questions about the info downloaded and if they’d like to learn more about your product or service. Sales are lost every day due to failure to pick up the phone. 

While you’re thinking about insurance marketing ideas, think beyond prospects. Many of these same ideas work great for clients – particularly clients who don’t yet have all lines of business with your company.

A few more insurance marketing ideas for nurturing:

• If brokers are your clients, launch a nurturing campaign to educate them about selling your product. By putting helpful information in front of them at least once a month, you’ll keep your company top of mind and improve your results.

• If employers are your clients, create a nurturing campaign to help them control losses. Give them a tip of the month – both commercial and personal clients appreciate helpful information.

• If you want to boost employee performance, develop a nurturing campaign for employees to promote organizational values, key metrics or product info. This is an easy way to raise awareness and performance around important company objectives.

Whatever you do, remember that behaviors are not changed and sales are not made with one interaction. Repetition and consistency are key.