A broker’s guide to marketing #4: Look who’s talking
Once your customer has purchased a policy be careful not to fall into the trap of forgetting about them until renewal time. It’s vital for repeat business that you remain at the forefront of your customers’ thoughts – this is where social media and a good website can play excellent roles.
Remember: retention is cheaper than acquisition
A great way to remain visible is to produce advisory or topical content – offer hints, tips and advice to your customers through social media and your website. Continued activity builds long-lasting relationships which breeds repeat custom. It also builds a collection of customer advocates and with word of mouth being the cheapest and most effective form of marketing, it’s an area you should be wholeheartedly prioritising.
Before digital became so prevalent, marketing focused on the very top of the funnel – mass advertising to build awareness – and the sales team did the rest, even before the consumer was in a position to buy. Marketing is now equipped to handle more of the sales process, bringing better cost efficiency for brokers and guiding many consumers through to the buying stage before talking to a sales person.