The world of digital marketing is challenging and often frustrating; fortunately, networking in person is more available now. Agents can use networking to communicate, collaborate, share information, make connections, and increase their knowledge and productivity. Having the right network of contacts who understand what you’re trying to accomplish will help you get where you want to go faster than going alone.
Networking is building relationships with people in your industry, colleagues, and clients and can be done formally at events such as conventions, seminars, or conferences — or informally over coffee or drinks. Essentially, you’re building a network of contacts who will help purchase insurance, promote your business and connect you with others who may be interested in your services.
The Value of Networking for Insurance Agents
Networking is a powerful tool for insurance agents of all types but is especially effective for property-casualty agents. With networking, agents gain significant advantages over non-networking competitors. The reality is that price and service matter, but so do quality relationships. People like to buy from people they like.
Networking, whether on or offline, is an extension of your marketing and branding efforts. It builds recognition, reputation, and authority. As such, networking is crucial in improving digital marketing efforts for insurance agents seeking to tap new and potentially lucrative business contacts.
The Thrill Is No Longer Gone
At recent conferences, it’s easy to find examples of agents once again experiencing the initial thrill of meeting a client or a prospective client and cultivating a one-on-one relationship with them. Positive reactions are understandable because networking makes building relationships in person and establishing rapport quicker and easier versus over the phone. In addition, agents know networking creates relationships that will amp their digital marketing methods.
Agents can leverage networking in civic organizations such as the Chamber of Commerce, industry-specific opportunities, and groups, clubs, and associations. They can establish personal and professional relationships through their social and personal interests. For example, an agent’s active involvement in sports-related groups and associations like golf, tennis, hunting, wine tasting, and affiliations through university booster clubs and fraternal and other social groups elevates their online stature, branding, and digital marketing efforts.
Follow-Up Is Critical
In-person networking is back, and agents are actively engaging potential clients at events again. But what happens after the event? The difference maker that leverages the time spent networking is how an agent follows up on contacts. The event is the catalyst for engagement, but without efficient follow-up, it’s a waste of time.
After the event, the most important thing is to keep in touch with the prospect. You’ve already established a rapport with them, so use that to continue the conversation. Use everything you know about them to help you stay connected.
Follow-Up Is Not a One-and-Done Deal.
Follow-up calls are critical for any business. In cases where you work with a paying client, doing more than an occasional phone call is advisable. Your goal is to close deals, so knowing how to follow up is a must. And that means knowing how much to follow up. You may need to read your clients to know how much is enough, but more wins over less in digital marketing communications.
A rookie mistake by agents is failing to follow up–or following up too little. In their mind, you are vying for a position as the best or viable alternative insurance solution. Out of sight is out of mind, so ensuring you communicate enough is mission-critical.
It’s false logic and a lack of understanding to assume, once you’ve met someone face to face, that they are now a solid prospect. Let’s be clear that shaking hands and exchanging pleasantries are the first steps to building a trusted client relationship and not buying signals.
Tips to Follow-Up with New Networking Prospects
The best way to follow up with networking contacts is to send them a quick email asking them how they are doing. A reflection on a memorable topic of conversation is effective communication. Following up is an excellent opportunity to let them know that you haven’t forgotten about them and that you’d love to hear back from them. If you receive a response, thank them for taking the time out of their day to respond. Ask about something you know about them or their business and if you can help them.
Please don’t wait too long after meeting someone to contact them again. Nothing is worse than reaching someone immediately and having them say, “I’m sorry, I forgot we had plans.” Following up within 24 hours gives you plenty of time to remind them of the plan without sounding desperate.
Follow up with everyone you meet. You should still reach out to prospects even if you have little in common. Letting them know that you enjoyed talking to them helps put them at ease. It also allows you to show them that you care about them. Additionally, it’s important to remember that people constantly change jobs. You never know who might become available down the road.
Use Social Media To Keep Connections Going
Social media has become a vital part of business communication. Now is the time to start if you don’t have a social media presence. It would be best if you created LinkedIn, Facebook, Twitter, and Instagram profiles to make it easy for clients and prospects to connect with you.
Send Thank You Notes After Meetings
So many people make empty promises of staying in touch or reaching out that never materialize that we take it for granted. So, you stand out from the crowd when you take the time to send a personalized reply. Handwritten notes are the gold standard and perhaps best for special occasions, but even an email with references that make it evident you were paying attention when you met is impressive.
Networking Follow-Up Checklist
After a networking event, you should
- Follow up on all leads from the meeting.
- Send a personalized email thanking them for meeting you–and reminding them of agreed-upon next steps, such as a coffee date, a round of golf, etc.
- Offer to answer questions about their insurance or assist them in other ways.
- Send an invitation to meet again.
- Be diligent about following up on all of these items regularly.
Lastly, if you are still waiting to hear back within two weeks, send a follow-up email reminding them of your conversation topic at the meeting and possible actions around them.
Conclusion
Networking is one of the most important things you can do to grow your business. It’s not just about making connections but building relationships and fostering them over time. When used correctly, networking can help you grow your digital marketing strategies by getting your name out there so potential clients know who they should work with for their needs.
About Neilson Marketing Services
Since 1988, Neilson Marketing Services has been implementing innovative marketing solutions and strategies for our clients in all areas of marketing. Contact us today at (866) 816-1849 to put our talent, expertise, and vast resources to work for you. Let’s make things happen, together!
