Imagine your insurance agency being featured on the front page of a magazine cover 10 years from now—what would the headline say?
Your agency’s story is being told and in the making in real time. But the fact is, there are not enough insurance agencies telling their stories.
Whether you’ve been established for over 100 years or your agency is just getting off the ground, there’s a story behind every business that you should be telling.
It’s not about bragging, but rather about humanizing your insurance agency so that people will want to work with you because they feel you are relatable.
So in this article, I will help you make sure you have a response to the premise I posed at the beginning, so that you can tell a story you are proud of and put it out there into the world.
Highlight what sets your insurance agency apart.
When it comes to telling your story, you might feel like there’s nothing special or unique about your business—and if so, you couldn’t be further from the truth.
Don’t believe me? I’ll prove it to you!
To help you identify what sets your agency apart, I want you to ask yourself these questions—be sure to write down your answers so you can start building your story.
- How did your agency get started—what’s your “superhero” origin story?
- Which insurance services do you tend to sell the most of, or have the most expertise in?
- How does your agency get involved in your local community?
- Who are the team members at your agency, and what roles do they play?
- What are your core values and mission?
- What memorable stories or experiences have shaped your agency?
- What are some notable milestones, awards, or achievements your agency has earned?
Now that you’ve answered these questions, you’ll start to see pretty quickly that there are, in fact, great storytelling aspects of your agency that you might not have thought of when looking at a blank page.
Building your story, made simple.
It’s time to take the differences you’ve uncovered and spin them into a compelling story that can get people interested in becoming a client, partnering with your agency, or even joining your team. Having a great story is more than just for marketing to new clients—it’s about establishing your brand!
I know what you’re thinking—”I’m not a writer.” But that’s okay! If I were to ask you in person about how you started your agency and why you do what you do, I’m sure you’d have a lot to say. The fact is, you know what your story is, you just need the right way to put it in writing.
That’s where you can pull in technology, like AI (artificial intelligence), to help you put pen to paper. Simply take the answers to the questions you answered above, add them to an AI tool you use and trust, and ask your AI assistant to write your agency’s story, using the details you provided.
It might take a few tries and some feedback, but you’ll end up with great content that you can use later, which we’ll delve into shortly.
Tell your story visually.
You know the phrase, “A picture is worth 1,000 words?” Well, they’re not wrong.
According to a study run by Clutch, 40% of website visitors are drawn the most to photos and images, meaning if you feature your team, office, and personal side of your agency, you’re getting the attention of your audience.
The great part is, the photos you share on your website can be used elsewhere across the internet, and you can directly influence the perception of your business by putting a face to the name of your agency to make the best first impression.
Because, at the end of the day, the insurance business is about people. Oftentimes, when people are looking for insurance, they are looking for someone trustworthy to handle their insurance worries for them. Seeing a friendly face online is just as powerful as welcoming them to your office in person.
Another pro tip: take photos. Sure, for you, it might be another day at the agency. However, for your audience, it’s likely their first impression of who they will be working with.
Whether it’s a community event your agency attended or sponsored, a team bonding experience you’re capturing, a brand-new team member on their first day, or just a candid photo or video of your team at the office, it’s important to gather these memories for your business to use across your marketing efforts.
Sharing your story with the world.
Once you’ve crafted your agency’s story, the next step is sharing it with the world. Your narrative is a powerful tool for building connections and trust, so let’s explore how you can effectively communicate your story across multiple platforms.
1. Personalize your website.
First and foremost, you want to make sure that your website, which is the digital business card of your business, features your story and is injected into your branding. Here are some ideas of how you can implement your brand story:
- Tell your agency’s story on your website’s about page.
- Feature your unique agency photos on your website’s homepage, about page, location page, and meet the team page.
- Incorporate storytelling elements on your homepage, especially the about section.
If your agency gets a website on our Forge insurance website platform, you’ll have the opportunity to work with our team when building your site to tell your agency’s story, covering these bases and best practices.
2. Share your story on social media.
Keeping your social media platforms active is essential for showing your agency’s credibility and boosting your online presence. And more than anything, the most important benefit of posting to social media is sharing personal stories about your business. Here are some ways you can create personalized posts:
- Highlight employees’ work anniversaries, birthdays, and achievements.
- Post about events that your agency sponsors or attends.
- Share photos and videos about your agency.
- Showcase client testimonials and success stories.
If you have our Social Media platform, you’ll be able to streamline your social posts and share these stories from one, easy to use dashboard. This can make staying up-to-date on your social platforms easier to achieve.
3. Blog about your agency.
Another area you can expand your website content while sharing your story is through blogging. While your primary focus for blogs might be educating about insurance, supplementing that type of content with agency-related updates and celebrations can diversify what you’re sharing. Take some of these ideas as inspiration for how to write blogs that:
- Celebrate new hires who join the team at your agency to introduce them.
- Promote community events that your agency supports.
- Highlight company updates, such as new office expansions, leadership changes, and promotions.
If you have a website through our Forge insurance website platform, you’ll get access to simple blog publishing, as well as an AI assistant that can help write blogs for you based on your ideas and notes.
4. Personalize your local listings.
In addition to creating content for your website and social media, don’t forget to keep your local directory listings, like Google Business Profile and Bing Places, just to name a few, up-to-date with personlized photos and business information. Here are some tips on how you can keep these listings personalized so you’re always making the best first impression:
- Add photos of your agency, including images of your office and team members.
- Add a detailed business description that showcases your agency’s story, experience, and areas of focus.
If you have our Local Listings platform, our team can help simplify the process of updating and keeping your listings current, saving you time and effort.
Key storytelling takeaways.
Telling your agency’s story is more than just marketing—it’s about building genuine connections and trust with your clients and community. By embracing and sharing your unique narrative, you not only enhance your brand but also foster stronger relationships.
If you’d like even more advice on telling your agency’s story, be sure to check out our free marketing resource: How to Write an About Page for Insurance Agency Websites.
Want to learn more?
If you’re ready to take the next step, our complete insurance marketing platform offers the tools and features your agency needs to stand out and succeed.
From marketing automation that keeps you connected with clients and boosts retention, to insurance websites designed to drive growth, and a suite of marketing tools to meet your needs, Agency Revolution is everything you need after your AMS.
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