Insurance agents have many options when it comes to marketing strategies. In the insurance world, however, there is one thing that always has the best results, without fail: insurance testimonials.
Testimonials increase your web traffic. They increase conversions. They increase revenue.
Plus, it’s just nice to know that you’re doing a great job.
Insurance testimonials are pretty great all around.
We know from talking with both agents and their clients that insurance testimonials are often the #1 reason that consumers choose to work with one insurance agency over another. Getting a glowing review from a happy client is like striking gold. But how can you get insurance testimonials? That’s what we’re here to discuss today.
Why Insurance Testimonials Work
Testimonials are the most impressive insurance marketing tool in an agent’s arsenal. They drive search traffic, increase average revenue and maximize conversions. It’s estimated that a customer who interacts with a testimonial is 58% more likely to convert, and will generate 62% more revenue per visit. Those are some serious numbers.
Think back to the last major buying decision you made. When you were exploring your options, did you simply take the information on each company’s website at face value? Or did you look at reviews online, or talk to friends about their experiences with different products? This is exactly what people do when shopping for insurance, which is why you need testimonials at the ready.
But what about people who aren’t currently shopping for insurance–how do you get their attention? Again, that’s where testimonials can be an amazing tool.
Have you ever noticed how people tend to follow the examples of others? When they see someone else doing something, they assume that’s the “right” way to do it, and tend to follow suit. This phenomenon is known as social proof. With each testimonial you get, you’re accumulating social proof of the value of your services. This means that more people are likely to see your clients’ positive experiences and follow them in choosing your agency.
On top of that, testimonials help prospects overcome objections.
A testimonial shows the real experience of someone just like you, overcoming those “it won’t work for me” objections in one fell swoop. By providing testimonials on your website or social media, you show prospects that their objections are unfounded, and that your services WILL work for them.
This is the type of psychological response that makes testimonials such a potent tool for insurance agents.
How to Use Insurance Testimonials
Once you have clients giving you positive reviews, you have many options for what to do with that feedback. While there are some minor legal considerations to keep in mind, marketing using testimonials is easy and requires little effort.
Use Testimonials on Your Website
Does your website have a testimonials page? Many of the most successful companies have them. It’s useful for prospects because they immediately know where to click to learn about real people’s experiences with your agency. Creating one is easy, and you’ll be surprised at how effective it can be.
Use Testimonials in Your E-mails
If you already send out an e-mail newsletter to subscribers and policyholders, adding testimonials into your regular content is simple and effective. It can increase opportunities for cross-selling to existing clients, and reinforce their belief in your agency.
Use Testimonials on Social Media
Doesn’t social media seem like the natural place to use insurance testimonials? After all, you share lots of stuff there–so why not the kind words of your amazing clients? More about this below.
Use Testimonials in Your Advertising
Testimonials are just the thing to give your insurance agency’s advertising a little more oomph. While in typical advertising you’re asking prospects to take you at your word, including a testimonial backs up your claims with real-life experience. Just remember to keep it brief, never edit the customer’s words or take them out of context, and use relevant images to drive home the message. Marketing copy has never been easier!
Insurance Testimonials and Social Media
Insurance testimonials and social media may be a match made in heaven.
Having testimonials on your agency’s website is great, but prospects need to actually visit your site to see them. That can be tricky, especially when it comes to converting people who aren’t actively searching for an insurance agent.
Part of the beauty of social media is that it puts those glowing reviews right where potential clients can see them. If they are posted to your social media pages, your followers get them in their news feeds. If they’re posted to your website, it’s easy for you to share them on your page–because sometimes it’s okay to brag!
Here it’s important to note something we’ve discussed before: Most of your followers on social media probably already have an insurance policy with you. Because of this, it may seem that there is little point in featuring testimonials on those platforms. In fact, that couldn’t be further from the truth. You absolutely want your existing clients to see these testimonials! Not only does it reinforce their belief that they’ve made a great insurance-buying decision, but it also introduces an opportunity for cross-selling.
Testimonials and the Sales Cycle
Imagine you have a client, Suzy, who has a homeowner’s policy with you. One day she is browsing Facebook and sees a great testimonial in her feed from another client who had a great experience switching their auto insurance over to your agency. Suzy wasn’t actively looking for new auto insurance, but now that she sees that someone else is happy with theirs, she may start thinking of the benefits of switching. For instance, it might be convenient to have both her homeowner’s and auto policies with the same agency; she might be able to save some money; her customer service experience might be better. There’s a good chance that these potential benefits are enough to at least get her to reach out to you for a quote.
And even if Suzy doesn’t sign up for a new policy in the end, reading about the positive experiences of other clients like her will make her more likely to stick with your agency over another one with a flashy marketing campaign.
Social media also makes it possible for your clients to post testimonials directly to your agency’s page. Such posts are usually visible to a user’s friends. That means that if Suzy posts a good review on your Facebook page, her friends will see it in their newsfeeds even if they don’t follow your agency. When they see that someone they know recommends your agency, they are much more likely to choose you for their insurance needs now or in the future.
Testimonials are most effective when they are visible to the maximum number of people. Having your agency on social media is without a doubt the easiest and most effective way to make them so.
How to Get Insurance Testimonials
You can have all the social media success in the world. You can go viral. And you can even be at the top of Google search results. But none of it means anything if you don’t have clients who love your agency! Getting testimonials is about convincing those clients to speak up about their experience so you can give prospects a good reason to choose you over your competitors.
So how do you get more testimonials? You can keep providing excellent customer service and great insurance coverage, and maybe some of your clients will voluntarily share their positive experiences. But your clients are busy people–it may not cross their mind to offer their testimonial, even if you give them amazing customer care.
Insurance Testimonials Made Easy
As you may have heard before, we’re big proponents of the “just ask” method of getting what you want. You’d be surprised at how willing your clients are to help you be successful. Asking for their feedback is one of the surest methods of getting quality testimonials to promote on your website and on social media.
At InsuranceSocial.Media, we recognize how important insurance testimonials are for agents and we want to do our best to help you get more of them. That’s why we have a referral tool to make getting positive feedback easy. Use of this tool is included in your InsuranceSocial.Media membership, and it’s great to use any time you have a client who walks away satisfied.
To use our referral tool and start getting insurance testimonials, sign up for an InsuranceSocial.Media free trial.
The Power of Insurance Testimonials
Word-of-mouth is the most effective marketing tool, yet it can be tricky to pin down and control in a way that yields measurable results. For consumers, customer testimonials are the next best thing to getting a recommendation from a trusted friend. By taking this advice and using the tools we provide, your agency will have no problems harnessing the power of insurance testimonials.
–By Mallory DuPuy