3 Practical Steps for Reaching More Millennials Online

3 Practical Steps for Reaching More Millennials Online

Marketing, Personal Lines, Small Commercial Lines, Technology

These days, digital engagement is a key part of marketing your agency and serving your customers. Millennials especially use digital channels to find and engage with agents.

According to a recent survey conducted by Liberty Mutual and Safeco Insurance, 79 percent of millennials who don’t currently use an agent say they could see themselves learning about an IA through digital engagement.  

Below are a few practical ways independent agents can reach more millennial customers online. For more insights and advice, read our new report: “Engaging Millennial Insurance Consumers Online.”

1. Invest in a modern, mobile-friendly website 

Your agency’s website is often the first impression potential customers have of your agency – serving as a kind of digital storefront. A website serves as a way to legitimize yourself online. While it doesn’t have to be fancy, it should be well-designed, mobile friendly and easy to find.  

Investing in mobile-responsive website design, search engine optimization and online quoting tools can help you make a good impression on potential customers.  

Consider factors such as:  

  • Where does your agency show up in Google search results? How easy is it for people to find your agency online?  
  • Is your website mobile responsive?  
  • Is your website easy to navigate? Does it include clear calls to action and make it easy for people to find the information they need and get in touch with you?    

There are many resources available for improving your website and SEO. For example, Liberty Mutual and Safeco agents can access tools such as SearchScore, a quick assessment tool that gives you an overview of how well your website is currently performing for your agency.  

2. Encourage and respond to online reviews  

Positive online reviews make your agency more visible online and give you more credibility in the eyes of millennial consumers.  

Prompt clients to leave you reviews on Google, Facebook or other review platforms. You could ask customers to leave a review during the onboarding process, or you could hold a giveaway to incentivize more reviews. Be sure to respond to reviews (both positive and negative) to show that you’re listening.  

Take advantage of carrier programs and classes such as Liberty Mutual and Safeco’s online webinars to help you craft a winning online review strategy.  

3. Hire and train a dedicated marketer  

When your team is busy, marketing can easily fall by the wayside. A dedicated marketer can help your agency improve its digital presence to connect with more potential clients and communicate more effectively with your existing clients.   

A marketer can also bring in qualified leads and help your agency grow. Liberty Mutual and Safeco research found that more than half of the fastest-growing independent agencies had a dedicated marketer on staff.  

Liberty Mutual and Safeco’s Marketer Development Programs can help you hire and train a dedicated marketer. Not ready to add a full-time marketer? Safeco’s marketing workshops teach proven marketing strategies that can help your agency reach more customers of all ages, no matter who in your agency is doing the marketing.  

Want to learn more about how to effectively engage with millennial consumers through digital channels? View our latest report for data-driven insights. 

Chuck Blondino

Former Director, Agency Capabilities and Programs
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