Positioning yourself as an insurance expert
If you’re an insurance agent, people automatically look to you for insurance advice and financial counseling. With that said, you are an insurance expert – which automatically makes you a business expert. (Even though you may be too modest to admit your expertise.)
But in this case, it’s okay! Toot your own horn! If you’re an expert, people want to hear what you have to say.
People are looking for experts, so they need to know about you. Plus, being an expert is what attracts referrals and builds word-of-mouth – and all of that builds business, which is why being an expert is one of the most trusted forms of advertising. Let’s talk about a few ways you can position yourself as the expert you are.
First things first. Though you ARE an insurance/business expert, there may be specific segments within the insurance field or business area in which you excel or are particularly passionate. Write those down and focus on them to build a platform for the action items below:
– Introduce yourself to your local media and offer to assist with any insurance or business related stories for which they need sourcing or insight. See if they need anyone to write a weekly/occasional business or insurance Q&A column.
– Start an insurance or business blog using WordPress, Typepad, Blogger or another blogging platform. Update it regularly with fresh, informative, content that is relevant to your expertise. Read other related blogs and connect with those bloggers. Comment often. Why should you start a blog? Click here.
– Write a monthly newsletter providing commentary and advice surrounding timely issues.
– Join Toastmasters or contact your local Chamber of Commerce to find groups or organizations who may need a speaker.
– Offer monthly financial seminars with your current clients. Ask them to bring friends!
– Once you’ve mastered the art of speaking and engaging an audience, join a speaker’s group to broaden your speaking engagements.
– Join your local organizations like the Chamber of Commerce, BNI, the Better Business Bureau, Rotary, Kiwanis or any other groups where you can network with other professionals and/or individuals in the community. Face-to-face time is important!
– Be connected online. There’s a myriad of social media tools you can use to position yourself as an expert. If you don’t have a Web site, work with a designer to create one immediately. Once you have a site with your basic information, create your blog (as mentioned above) and promote your blog using other social media platforms like Twitter or LinkedIn.
4) Be mindful of the details
– Do you have personality? (Marketing materials are great opportunities to show personality. See these business cards!)
Hands down, the most important part of positioning yourself as an insurance or business expert is searchability and connectibility. Creating a strategy so people can easily search for local experts and find/choose you is key. Once that happens, make it easy for people to connect with you by always including the best way to reach you.
How have you positioned yourself as an expert? Please share your tips and advice here.