How to Make the Most of Insurance Client Testimonials

With so many insurance products being very similar, oftentimes, what separates one agent from the next is the trust they’re able to establish with their customers. Beyond selling product with great features at an affordable price, independent insurance agents separate themselves from their competition by becoming a trusted source and partner for their clients. 

During the sales process, communicating that you’re trustworthy and reliable can be rather difficult. After all, it’s hard to imagine that an agent would describe themselves as anything other trustworthy and reliable if they’re trying to gain someone else’s business. 

To help prove their trustworthiness and reliability, independent insurance agents can use client testimonials to their advantage. But, once you have the testimonials in hand, how can you maximize their value? 

We’ll discuss this topic in more depth below. 

Post Testimonials Everywhere 

You should add testimonials as a prominent and permanent fixture of all of your digital assets. This includes your webpage, your social media pages, your email newsletters and more. 

Make sure that people who visit your website, follow your social media accounts and subscribe to your email newsletters almost have to view the testimonials. This means they should be posted in an easy-to-spot place and in a visually-pleasing way. 

What this does is constantly and consistently emphasize to your prospective clients the reasons why they should choose to do business with you rather than another insurance agent.  

Post Video Testimonials 

Words are certainly powerful, but video can be even more influential. If you ask some of your clients to record video testimonials for you, then you’ll have more options when it comes to how you disseminate that marketing asset, and how effective it will likely be. 

Shorter videos are especially popular with social media users. These pieces of content often receive the greatest rates of engagement, compared to other types of content.  

Videos serve as further proof that the testimonials you’re posting are from real clients, as other people can see your clients’ faces and hear their voices — rather than just reading stagnant words that could’ve been written by anybody. 

If you want to gather video testimonials, make it as easy as possible for your clients to record them. You can send them link that they can click on that will allow them to record and submit the videos directly to you. 

Leverage Testimonials for Other Content 

Testimonials alone are powerful marketing messages. But, you can leverage testimonials to create even more in-depth and powerful marketing materials for you. 

For instance, you can use testimonials as part of larger case studies and/or blog entries that you post on your website and social media pages. One of the most effective ways to establish trust through digital media channels today is to establish yourself as a leader in your industry. 

By writing and posting content about topics that are of interest to your prospective customers, you can gain their trust before you ever interact with them one-on-one. And when testimonials accompany these pieces of content, you’ll be enhancing the likelihood that those who consume your content respond to it in a positive way. 

Target the Testimonials 

In the past, many marketing efforts integrated testimonials as a general catch-all. In other words, the topic of the testimonial was just a general positive message about the company, and that message was then sent out as general marketing to the masses. 

Today, targeted marketing is what works the best, especially with all the digital advertising channels that are available. The content you post through these channels, though, should be targeted to the people you’re trying to reach as well.  

If you’re targeting people who would purchase homeowner’s insurance from you, for example, it would be a good idea to send a testimonial from a homeowner who benefited from the products and service you provided to them in the past.  

Having a video testimonial from a couple you helped when their roof was damaged could help persuade prospective clients that you could help them if they ever found themselves in a similar situation. 

So much of the insurance industry is based up relationships and trust. By giving people proof that you are a person who they can trust when they’re in need of help, you’ll be improving your chances of attracting new clients. 

Discover the Good Life  

At Good Life Insurance Associates, our experienced insurance sales associates are here to provide support and training for both new and experienced agents. To learn more about us, remember to explore our business support services. Or, to speak with a member of our team about your journey to becoming an independent agent, contact us today!  

Discover the Good Life