In-Depth: Digital messaging – how can brokers use digital marketing to build a brand and customer base?
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Spotlight:
Insurance Fraud
Email is a cost-effective, highly targeted channel to engage existing and potential customers and remains the digital weapon of choice for many brokers.
Brokers and insurers can work together to ensure a clear understanding of their target customer base so that content and messaging is relevant and informative.
Burns is open to anything from conversations with a broker-facing department to subsidised campaigns, which have proved “mutually beneficial” in the past. And he is enthusiastic about the benefits of product and/or scenario-based content insurers package up for brokers for use in co-branded campaigns. Macbeth’s Smith also finds these ‘campaign-in-a-box’ solutions, such as those available from Aviva’s Broker Mentor, invaluable. “We’re all time-poor and that’s no different for brokers,” says Smith. “If insurers can provide some of the initial content for brokers to reference, use or repurpose, they’re giving them the starting blocks for campaigns which will hopefully attract new clients and benefit everyone,” she says.
Explore the tools available from Aviva that responds to challenge:
Marketing Elevator
take the test and find out how your
email marketing activity scores and
how you can improve https://marketingelevator.avivab2b.co.uk/
See demo video
Broker Create
ready-made content brokers can customise and share with clients
www.brokermentor.co.uk/create
See demo video of Broker Create
Campaign in a box
ready-made campaign to help brokers tackle the issue of underinsurance
https://at.aviva.uk/UnderinsuranceCampaign
If a broker could do one thing to ensure their marketing activity delivers the return they’re looking for, it would be to create a marketing plan. Too often, brokers will jump straight into tactical activity like setting up an Instagram account, without really knowing what they’re looking to achieve, or how. Then, when the new business fails to arrive, they dismiss marketing as being ‘a waste of time.
Ready-made insights from insurers can therefore be an invaluable source of content but brokers often overlook this option. In most cases, insurers’ content is written professionally, put through the rigour of approvals and should therefore offer a fantastic source of information that, with just a little bit of tailoring, can be shared with clients.
What we’ve seen is that brokers are often guilty of leaving their websites and social media accounts unattended, forgetting the negative impression this can have on prospects and potential recruits. That’s why we launched our Digital Aptitude reports, helping brokers to see how they’re performing against defined benchmarks, as well as against their peers.
Explore the tools available from Aviva that responds to challenge:
How to create Marketing Plan,
including template – Your marketing strategy in seven steps
Broker Create
ready-made content brokers can customise and share with clients
www.brokermentor.co.uk/create
See demo video of Broker Create
Digital Aptitude report
see how your online presence is performing against industry benchmarks and your peers with Aviva’s Digital Aptitude reports (see attached Marketing Memo email for context, detail and case study)
In-Depth: Digital messaging – how can brokers use digital marketing to build a brand and customer base?
Click to read
A recent survey by Aviva’s Marketing Elevator revealed that social media adoption among insurance brokers is on the rise, with 72% actively using social media platforms. However, the survey also highlighted a significant gap in social media expertise among brokers, with 21% needing help with how to proceed and 56% seeking guidance.
Owen aptly states: “A networking system would benefit brokers like us who are just starting – it provides an opportunity to interact with others, ask questions, and learn from their experiences.
Additionally, insurers can help brokers understand how to use social media analytics tools and platforms to enable them to track the performance of their campaigns and measure their impact on business objectives. These insights can help brokers refine their strategies and optimise their social media efforts for greater effectiveness.
Explore the tools available from Aviva that responds to challenge:
Marketing Elevator
Take the test and find out how your email marketing, social media, website activity scores and how you can improve
https://marketingelevator.avivab2b.co.uk/
See demo video
Aviva Broker Marketing
Community on LinkedIn
Closed group full of insurance specific learnings and exclusive access to new materials
https://www.linkedin.com/groups/9084447/
Marketing Memo
fortnightly memo full of practical hints and tips on everything marketing, from using Social Media Analytics to optimising your LinkedIn profile
Go to Aviva Broker and update your communication preferences to include Marketing Support
In-Depth: The digital imperative - enhancing social media presence for insurance brokers
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This Insurance Age In Depth series explores the latest trends across the rapidly changing cyber threat landscape, the impact on UK businesses, and how brokers can support client firms in tackling this key risk.
72%
Insurers who said ID fraud was most difficult to detect
29%
Firms whose fraud tech is ‘effective’ at point of quote (versus 88% at claims stage)
40%
Insurers that increased counter-fraud budget 10-25% in last 12 months
Cyber views
Good marketing can help brokers increase client sentiment, improve retention, and attract prospects who may find their broker only shows up when it’s time to renew. But while brokers often want to focus their marketing on ambitious growth targets, a lack of time, budget and expertise remain the key roadblocks in putting plans into action. Using Aviva's dedicated marketing support, brokers can benefit from a wealth of free tools, content and templates that not only save time and money but help maximise your marketing efforts too.
*Marketing Support is only available to brokers registered on Aviva Broker
Access free marketing content
Get your Digital Aptitude score
Upskill your staff
Help clients tackle underinsurance
With our Digital Aptitude report, discover how you compare to your peers and how you can improve your online presence
Take the test and find out how you can raise the level of your digital marketing activity with our
Marketing Elevator
(Log in required)
Our new 'Underinsurance Campaign in a Box’ includes email templates, social posts, graphics and dual-branded materials to help clients understand the risks of underinsurance
Fraud on the rise
Key insights from Insurance Post’s 2024 Fraud survey
Mistaken identity Stemming the tide of synthetic ID fraud
Expert view Working together to tackle insurance fraud
Fraud stats
Four ways Aviva can help…
Click the cards to know more
marketingsupport@aviva.com
“The risk to fraudsters from using AI to create synthetic identities is minimal; if the identity fails, it has no link to them, so they just try again until they get it right.”
Fiona Reeve, head of fraud, Ageas UK
“It’s not just the insurance companies; it’s the brokers, the claims managers and the aggregators. All need to buy into a common goal.”
Paul Brockway, director of insurance and investments, LexisNexis® Risk Solutions
Read the articles:
Ready-made and personalised content you can share
with clients on Broker Create including risk
management guidance
and claims scenarios
(Log in required)
“You don’t want to lose that customer journey... but you have to pick up fraud as well. How you balance the two is a real challenge.”
Neil Woodhead, casualty claims, Ecclesiastical
Insurance Post’s 2024 Fraud survey found that opportunistic claims fraud, organised claims fraud, application fraud and identity fraud have all risen in the past 12 months.
This Spotlight series explores the changing shape of insurance fraud, the complex challenge for insurers, and the technological advances helping to mitigate the threat.
Views on fraud
Insurer Q&A Comment from Insurance Post’s 2024 Fraud roundtable