As an insurance wholesale broker, you can expand your business significantly by expanding the number of products you specialize in—and the number of markets you work with. Part of expanding that base of business, however, includes publicizing your new areas of expertise. This is easier to do with a targeted, systemic marketing strategy. Here are just a few tools you can use to spread the word.
Webinars. Offering webinars—either short or in-depth—discussing new lines of coverage can be an effective way to educate your insurance agents on your updated expertise. It can also be a great way to alert them to potential new partnerships, and open up new opportunities with agents working with customers who need these types of insurance.
White papers. Another option is the white paper or lengthy article detailing a new line of insurance you offer. You can include details about coverage that insurance agents need to know.
Conversations on social media. Once you’ve developed an informational product such as a webinar or white paper, advertise it on social media. Use hashtags that attract the attention of insurance agents and brokers who sell coverage in this area.
Mailings. A lot of companies have switched from direct mail to email marketing these days—which means you have a lot fewer competitors in the mailbox for your prospects’ attention, and a lot more competitors in the email inbox. Sending out a paper mailer—even something as simple as a postcard—can be a savvy marketing move. Lead with an offer of valuable information such as a webinar or white paper.
Your website. Your company website should feature your new coverage expertise. Even more importantly, it’s a good idea to develop a landing page specifically targeting that line of coverage for people who come to your site from web searches or links you post on social media. You can use this page to offer your webinar or white paper. Ask for signup information before you give out that content, though—so you can collect qualified leads who have a verified interest in that line of coverage.
In addition to doing the work of developing a new line of insurance expertise, it’s important to publicize it to insurance agents and brokers who need that expertise. In this way, you can use your new expertise to build your business. Publicize your new expertise by developing a webinar, white paper, or other informational product highlighting what you know; then publicize it on social media, through mailings, on your website, and on other platforms. Ask for signups before giving out the content, and you’ll get a list of leads who have a verified interest in this new line of insurance.