When you tell a crowd of people that you’re in the wholesale insurance business, do you ever see some eyes glaze over? People who aren’t in insurance themselves might see the business as bland and boring. But as a wholesale insurance broker, it’s likely you deal with interesting companies, people, and products all day—and, if asked, could talk at length about everything you find fascinating about the business, right?
For many wholesale insurance brokers, this business is anything but boring. But do your website, social media presence, and other marketing materials communicate that? If you can make your business interesting to readers, you’ll stand out from a sea of communications that can all seem the same. But that doesn’t mean you have to be loud, or funny, or anything you feel uncomfortable trying to be—it just means you have to give your business a personality. Here’s how.
Let them see who you are. Sign your blog posts with your name, and include your picture. In your company bio, talk about what got you into the wholesale insurance business—and what you like most about it. Let your customers see that you have kids, play in a band on the weekends, or have a passion for the outdoors—present a picture of yourself as a fully-rounded individual, not just a wholesale insurance broker.
Relax a little on social media. Every single post you put up on Twitter doesn’t have to be about insurance. Put up the occasional funny video or interesting off-topic news article to get your audience talking and responding. Let your tone get a little more conversational—stay away from very corporate, canned posts. Don’t be afraid to show some personality. This is what people respond to most on social media.
Use video to your advantage. There are all kinds of ways you can use video on your social media sites to show who you are. Nowadays it’s cheap and easy to make a quick video each week or once a month where you answer a common or complex insurance question. You could do this in a straightforward way—just sitting at your computer and talking into the camera—or you could stage a funny skit with some of your employees. You could even use video to interview your employees about their background, interests, expertise, and passion for the industry.
You don’t have to be the loudest, flashiest, or funniest company in the room in order to showcase a personality that people resonate with. Sometimes, sincerity goes just as far. Don’t be afraid to put a human face on your website, adopt a more conversational tone on your company blog or social media presence, and let your customers really see your personality—and you can make your wholesale insurance business as interesting to others as it is to you.