An insurance marketing agent is someone who has the skills and knowledge to help insurance companies market their products. An agent usually works for an insurance company, but may also work as a freelance agent. You can find insurance marketing agents in most areas, especially if you live in a large city.
Because of the specialized nature of this position, it is important to understand what an insurance marketing agent does before applying for the position or interviewing for it. An agent generally assists an insurer in developing, implementing and monitoring a strategic plan to increase the awareness and adoption of its policies.
This may involve identifying potential target markets, analyzing competitors’ strategies, creating advertisements and other methods that help drive sales. Keep reading to learn more about what an insurance marketing agent does on a daily basis and what qualifications you need to become one.
What Does an Insurance Marketing Agent Do?
An insurance marketing agent is someone who has the skills and knowledge to help insurance companies market their products. An agent usually works for an insurance company, but may also work as a freelance agent. You can find insurance marketing agents in most areas, especially if you live in a large city.
Because of the specialized nature of this position, it is important to understand what an insurance marketing agent does before applying for the position or interviewing for it. An agent generally assists an insurer in developing, implementing and monitoring a strategic plan to increase the awareness and adoption of its policies. This may involve identifying potential target markets, analyzing competitors’ strategies, creating advertisements and other methods that help drive sales.
Identifying Target Markets
When creating a strategic marketing plan for an insurance company, the first step an agent often takes is identifying target markets. The agent should research and analyze the current customer base to learn more about who they are and why they buy the company’s products.
The agent should also conduct research to identify potential new customers. The agent may want to consider factors like age, income, location and other information to help segment potential markets.
Developing Marketing Strategies
After an agent has identified target markets, they may use the information to develop marketing strategies that appeal to those customers. The agent may create an advertising campaign, develop a social media strategy, design a website, write sales copy or create materials for other marketing channels. The agent should know the insurance industry well enough to understand which strategies are most effective.
Pre and Post Training
Agents often help insurance companies create training materials for sales representatives. They may develop training manuals, conduct a needs assessment, create training programs and test the effectiveness of the training. Agents may also conduct training sessions themselves.
This may include helping sales representatives prepare for certification exams. Agents may also help insurance companies prepare for marketing events, like trade shows and conferences. This may include creating schedules, managing logistics and providing marketing support.
Monitoring Performance
After a marketing or sales campaign, an insurance marketing agent may be responsible for monitoring the performance. This may include calculating the return on investment (ROI) or other metrics to determine if the campaign was effective. The agent may also need to monitor social media channels, like Facebook and LinkedIn, for negative comments about the company. When monitoring social media, the agent should pay special attention to posts from competitors.
Key Takeaway
Agents often work closely with marketing departments to help create and manage marketing campaigns. The campaign might include advertising, sales materials and other marketing efforts. In addition to marketing campaigns, agents may also be responsible for preparing sales representatives for the job and monitoring their performance. Before applying for a position as an insurance marketing agent, it is important to understand the daily tasks and responsibilities of the job.