How to Boost Trust Through In-Person Marketing

By: williamjones
August 1, 2018

By: Gayle O’Connell

Online marketing is obviously important in today’s digital age. But never underestimate the power of human interaction.

Here are three reasons why face-to-face marketing is a critical sales component for independent agents looking to stay solvent in a competitive marketplace:

It gives your brand a personality. Getting to know your customers is truly a differentiator in a world of instant connectivity. An in-person meeting builds a foundation and puts a face behind your brand.

A simple handshake can go a long way in a business relationship, and establishing that personal connection will help build trust and credibility—which positively impacts retention.

It improves your connection. Often, you can learn a lot more about your customers in person than you can from online interactions.

In-person conversations are less likely to be one-sided. The information you garner from face-to-face meetings is extremely valuable and can help inform marketing and product decisions in the future.

It builds strong partnerships. Attending industry events and trade shows helps you not only stay current, but also build a network that could lead to additional business down the line.

Speaking with contemporaries and engaging with prospects in person gives you an advantage over the competition. Take notes on your meetings; then, after the event, follow up via email, social media or direct mail, referencing your meeting and something unique from your conversation.

Remember: It’s important to find organizations and events that are meaningful to you and your community. Be sure any organization you partner with is aligned with your company’s cultures and values.

Support these causes through social media sharing and public relations campaigns to reinforce messages. Customers, particularly millennials, want to work with companies that support the causes that they believe in.

As an independent agent, you want to show your clients you are a trusted partner who can help them meet their needs and reach their goals. Success is about showing up—be sure to do your part.

Gayle O’Connell is executive vice president and chief marketing officer at Arbella Insurance Group.

One Piece of the Puzzle

Face-to-face marketing should be one component of your overall marketing strategy.

While personal interactions provide significant business benefits and create opportunities to build trust between you and your customers, you can’t be everywhere all the time.

When combined with social media, digital marketing and public relations, face-to-face marketing will dovetail seamlessly into your overall communications strategy—making your brand more memorable in the process. —G.O.