Everything The Captive Agent Transitioning To Independent Needs To Know About Digital Marketing

Everything The Captive Agent Transitioning To Independent Needs To Know About Digital Marketing

Abe Boling, host of The Insurance Dream Podcast, recently invited Spencer Breidenbach, BrightFire Manager of Strategic Partnerships, onto the show to share key insights on, “Everything The Captive Agent Transitioning To Independent Needs To Know About Digital Marketing.”

Get a summary of the podcast episode below, or listen to the full podcast episode from The Insurance Dream here.

Podcast Episode Summary 

With the hard market in full swing, many captive insurance agents are going independent to offer consumers quotes from multiple carriers. If you’re thinking about making the transition, there are several components of digital marketing that you should consider.

  • Many people might think choosing a good business name and creating a strong logo doesn’t matter, but it’s important to choose a name that will still be relevant and that you will love for years to come.
  • Changing your business name and logo once you’re established can be costly, time-consuming, and difficult to update across the web.
  • Your business name and logo should be memorable, reflect who you are, and reflect the qualities you want to be known for, whether that’s being trustworthy, affordable, friendly, knowledgeable, etc.

Insurance Agency Websites

  • When it comes to creating your own agency website, keep branding top of mind and make sure to highlight the advantages of choosing an independent and local agency.
  • Check out your competitors’ websites to determine what you like, don’t like, and how you can stand out from the crowd.
  • Showcase your staff and focus on the value proposition you have over the big insurance names.
  • Using older or lower quality photos is better than nothing to be able to show your website visitors who is on your team and who they will be working with if they choose your agency.
  • Ensure your images and webpages load quickly and are responsive, meaning they look great on all devices (i.e., mobile phones, tablets, and desktop computers).

Local Listings & Online Reviews

  • As a captive agent, you likely already had listings set up for you. If you go independent, be mindful to ask your territory representative how you can have your current listings released to you instead of creating new listings.
  • Updating your current listings to your new independent agency’s branding lets you keep your great online reviews and the SEO rankings you’ve already established.
  • It also saves you time and energy just updating your listings instead of creating all new profiles from scratch.
  • Monitor your online reviews regularly, respond to every review, promote your positive reviews, and consistently ask for new reviews.

Social Media Marketing

  • A lot of captive carriers post co-branded content for you, so it’s important to take ownership of your channels and keep being present and active on social media.
  • Similar to your business listings, you should be able to take ownership of your accounts and update them to reflect your new branding as an independent agent.
  • Promote your social media accounts by adding links to your website, email signatures, and print marketing materials.
  • Ask your customers to follow you on social media.
  • Post consistently, no matter if that’s twice a week or daily, and engage with your followers. Like and comment on their posts, respond to comments you receive, and check your direct messages often. Social media can act as another customer service channel for your business.
  • To humanize your agency, you can include photos of your team and post about your involvement in the community if you sponsor or participate in an event.

Pay-Per-Click (PPC) Advertising

  • You may have never leveraged PPC Advertising as a captive agent, or you may have opted into the company’s PPC campaign, where they would send you a few leads every so often.
  • There is a learning curve to PPC advertising, and it may take some time for Google to learn how to best optimize your ads for your target audience, so you should expect to get started with a new campaign for roughly $500-$600 per month.
  • Search ads appear in the search results of Google while people are actively researching online for insurance-related keywords.
  • Retargeting ads can track people who visit your website and serve them ads while they continue browsing other websites on the Internet.
  • The marketing rule of thumb states that consumers need to see your name and logo at least seven times before they will remember it.
  • You only pay when your ad is clicked, so even before a consumer clicks on your ad, you’ll receive free brand awareness.


If you have any questions about what we discussed in the podcast episode or how to get started with any of BrightFire’s digital marketing solutions, please schedule a call with sales.

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