When it comes to standing out in a crowded market, marketing isn’t optional – it’s essential. But in the insurance world, it’s still common to hear the same handful of reasons for avoiding it. In a highly competitive industry, refusing to engage with modern marketing is like refusing to upgrade from a flip phone – it might still work, but it’s hardly setting you up for the future.
“We hear it all the time: ‘We don’t need marketing, we’ve got loyal clients.’” says Caroline Healy, We Are Savvy’s CEO. “That’s great, however in an environment of rising costs, increased access to information and higher customer expectations, your customers face ongoing pressures and have choices. They may not be as loyal as they once were.”
This blog debunks the most common objections to insurance marketing, and why sticking to old habits might be holding your growth back.
“I rely on referrals – I don’t need marketing”
Referrals are great. They’re proof your clients like what you do. But relying on them as your only strategy isn’t just limiting – it’s risky. Referrals are inconsistent, unscalable, and don’t work 24/7 like digital content does.
“A strong insurance marketing strategy doesn’t replace referrals – it amplifies them.” Caroline says.
A potential client hears about you through a mate, Googles your name, and what do they find? Hopefully, more than an empty LinkedIn profile or outdated website. Marketing ensures your referral pipeline isn’t a dead end, and encourages referrals to take the next step.
“Marketing is too expensive”
Not all marketing requires an Olympic budget.
“The beauty of marketing for insurance companies is that it can be precisely targeted, measurable, and built to scale.” says Caroline. “From educational blogs to automated email journeys and SEO-led content, there are options for every budget.”
And let’s be clear: it’s not just a cost – it’s an investment. Done right, marketing delivers a return. Case in point: a simple content upgrade strategy paired with email nurturing can create consistent lead generation providing brokers or the business development team with real people to do business with.
“I’m in the relationships business – marketing feels impersonal”
We hear this one a lot. And fair enough – relationships are the lifeblood of any insurance business development strategy. But good marketing isn’t robotic. It’s not only billboards and banner ads.
Effective marketing builds trust at scale. Personalised messaging, authentic storytelling, and thoughtful business development content are some of the best tools to foster long-term relationships.
“Think educational videos, email series that address client concerns, or thought leadership that positions your team as genuinely helpful experts.” adds Caroline.
“My book is stable – I don’t need to grow”
We love a healthy business – but resting on stability is a dangerous game. In today’s market, you’re either moving forward or falling behind. Clients age. Markets consolidate. Competitors innovate.
Marketing isn’t just for the growth-hungry. It’s a retention tool, a visibility strategy, and a form of future-proofing your business.
“A strong insurance brand awareness campaign helps you stay front-of-mind even when clients aren’t actively looking to switch.” says Caroline. “Because one day, they might be.”
“Marketing doesn’t work for insurance”
Let’s be blunt: that’s just not true. People do ask, Does marketing work for insurance companies The answer is yes – when it’s done right. The issue is that insurance requires a different approach. It’s not flashy or gimmicky – it’s trust-led, education-focused, and compliant – which doesn’t have to mean boring.
In fact, the most successful insurance marketing strategies lean into these strengths.
“Content marketing, smart automation, and clear communication all drive results.” Caroline says. “The data proves it – and if your competitors are already doing it, you can’t afford not to.”
Ready to get serious about marketing? Whether you’re after more leads, stronger retention, or just better visibility – we can help you build a strategy that works. No jargon, no fluff – just clever, creative support that gets results.
Let’s make your message unmissable. Contact us today via hello@wearesavvy.com.au.