Why Word of Mouth is Still a Key to Building Your Business

Think of the last time you received excellent service from someone who went above and beyond on your behalf. Did you tell someone else about it? If you did, you were participating in word-of-mouth marketing.

Word-of-mouth marketing is not new. People have always talked to others about their experiences with products, services and brands. Today, whether it is through referrals or our social media channels, word of mouth is still an effective way for an agency to build its brand and grow its business.

Something to Talk About

Word-of-mouth marketing is based on the fact that people are more easily influenced by family members, friends and people they know and trust. More than talking about products or companies, they prefer to talk about their experiences and interactions with those products and brands. They want to tell stories. So, every experience and interaction matters.

If you only interact with clients once a year, such as at policy renewal, your clients may not see you as different than one of the large direct writers they can tap into online. That’s not much to talk about. But excellent customer service, building rapport and being a trusted advisor who offers value and good advice is something different. Build rapport with your clients by demonstrating you understand their needs and then finding appropriate solutions. This also means asking questions about changes in their lives such as marriage, home ownership, career changes, teenagers getting their driver’s licenses, etc. Word-of-mouth marketing is a conversation, and every conversation is an opportunity.

An annual look at a client’s exposures can help work up a plan with pricing and policy differences. But that’s just the start. Establishing regular communications through techniques like quarterly calls, monthly newsletters or emails can differentiate you from the direct writers and give your clients valuable content they can share.

Another good way to build relationships and create stories is to get involved and support your community, offering local sponsorships or volunteering your time. It shows you value your clients and prospects, and by participating in community events, you can be in the public eye regularly. Having conversations with people who have a common interest builds trust and rapport, and it’s these valuable contact moments and touchpoint interactions that give people a story to tell.

Sharing and Referrals

Social media is a great tool in word-of-mouth efforts, giving the stories and opinions of people a faster and wider reach. Agencies can connect with clients and share helpful tips and tricks to protect their assets, all of which their clients can share again. And remember to be social: post relevant personal stories, photos and videos in the community, all of which your followers can like and share too.

Other social media tactics include encouraging satisfied clients to leave testimonials and reviews on your channels and posting inspiring messages to motivate your audience to a call to action. Remember to be consistent. Post weekly or bi-weekly at approximately the same time.

Make it easy for clients to talk about you. For example, if you send an email newsletter, include links so readers can share it on their social media network or via email. And when you get positive feedback from your clients, ask them for a referral. If you fear that question will put them off, ask that they let their friends and family know that you are here for them as well.

Regular word-of-mouth referrals can easily make an independent insurance agency stronger. Excellent client service and follow-through is rare. By making one client happy, they may promote your quality work and share your contact information by text or email.

People choose independent insurance agents for their insurance expertise and exemplary client service and because they value knowing who they are buying from personally. Independent agents value their clients as well and can nurture these relationships further to last a lifetime.