10 Online Marketing Ideas For Insurance Agencies & Brokers

  • Posted on February 13, 2017
  • by Alan Blume

Insurance Agency MarketingStarting an internet marketing campaign or even improving an existing one can be a challenging task. Where should insurance agencies begin, and what should they focus on? Here are 10 great online ideas to help your agency improve your online marketing initiatives.

  1. Blog and Vlog

Blogging is a fantastic way to showcase your expertise and attract visitors to your website. General topics usually get lost in the shuffle, so I recommend writing about very specific topics that are relevant to your clients and prospects. If you’re a trucking agency, for example, this means topics on CSA updates, DOT regulations, fuel economics, fleet management, fuel theft, cargo theft, etc.  Make sure your blogs (and website) are mobile friendly!

  1. Improve Your Google Ranking/Insurance Agency SEO

Google ranking is one of the holy grails of internet marketing. Being on the first page is where it is at. When evaluating your online marketing initiatives, keep in mind how they can positively impact your search engine rankings. Track your SEO progress and review your website analytics to determine where your traffic originates.

  1. Create a Webinar Series

Not enough agencies take advantage of online webinars. Monthly or even quarterly webinars do a lot to elevate you from an insurance sales group to an advisor and consultant. Webinars can be recorded and offered as high value on demand digital collateral after the webinar. And webinars provide a high value reason to contact clients and prospects in ongoing email drip campaigns.

  1. Use Explainer Videos

Explainer videos, also referred to as value proposition or whiteboard videos, can be very useful for online marketing because they are typically short, sticky, entertaining and reusable on multiple mediums. They can be posted on your insurance agency website, your branded YouTube channel, Vlogs, and in an email marketing campaign. You can give your best sales pitch to every prospect. Create videos for each major silo in your company (commercial lines, personal lines, benefits, manufacturing, trucking, etc.), and distribute it widely using social media.

  1. Maximize Social Media

Social media is often an untapped resource for most agencies. At a minimum, every agency should have a professional and branded presence on all major social media platforms including LinkedIn, Facebook, Twitter, YouTube and Google+. Beyond this they should have a “respectable” number of followers. Social media advertising can be effective for agencies, but this is a more complex initiative and should be either staffed internally or outsourced to an expert.

  1. Create a Google+ Agency Page

Even though most people do not use Google+, Google will reward you with a better page ranking if you create one, and post regularly. It only takes a few minutes and will be worth the effort to improve your insurance agency search engine optimization initiative.

  1. Leverage Client Testimonials or Case Study Vignettes

Happy clients will always sell your business better than you can. Profile your loyal customers, and ask them a few questions about what they love about your company. Even better, create a video and post it to your website. You can also create anonymous case study vignettes, short case studies of client success stories using type of business and general location, but not their names.

  1. Use LinkedIn To its Full Potential (and get your employees to help)

If your agency is a commercial lines or benefits agency, LinkedIn is the place to be. You should invest time in LinkedIn to ensure a professional company page, ongoing posts, and to create a policy to help your employees help your agency marketing efforts on LinkedIn. Join groups and create your own to extend your reach.

  1. Press Releases – News Releases

Press Releases, often referred to as News Releases in the rapidly changing world of PR, offers agencies a great online opportunity to extend their brand recognition, and improve their insurance agency search engine optimization. There are both free services and paid services that are available to agencies. Needless to say, all News Releases should start as a post on your insurance agency website, then move to a News Release service, then pushed out via social media.

  1. Use Online/Email Newsletters

E-newsletters provide agencies an opportunity for high quality, direct communication with clients and prospects. There are many cloud based solutions that provide attractive, mobile compliant, newsletter templates. Or you can outsource this initiative to a proficient insurance marketing agency. A great email marketing newsletter campaign can have a large impact on your online marketing efforts.

If your agency would like a fast, professional and easy way to accomplish everything above, just reach out to the insurance marketing experts at StartUpSelling. StartUpSelling helps agencies update their insurance agency website, create high-quality videos, and achieve their insurance agency marketing and lead generation goals. Contact StartUpSelling, for a complimentary insurance agency lead generation or web marketing review.

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Posted in: insurance agency email marketing, Insurance Agency eMarketing, Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency SEO, Insurance Agency Web Marketing
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The Who, What, When, Where & Why Of Insurance Email Marketing

  • Posted on November 1, 2016
  • by Alan Blume

Insurance Agency Email MarketingInsurance email marketing often seems like a daunting task to insurance agencies and brokers, because of the complexity of CAN-SPAM Act and opt in email marketing best practices. Conversely, some agents think you simply need to buy an email list and blast out an offer. Today, email marketing is a highly nuanced method to engage both clients and prospects, and should be a staple for any agency or broker.

The goal of these initiatives should be to build a trustworthy online relationship with both prospects and clients. Agencies and brokers can utilize email marketing to extend their reach, to demonstrate expertise and to establish thought leadership. When thinking of insurance email marketing, think of it in terms of the “Five Ws”, namely the Who, What, When, Where and Why.

  • Who: Develop A High Quality Prospect & Client Email List
  • What: Relevant Topics & Content
  • When: Date, Time & Frequency Distribution
  • Where: Calls to Action
  • Why: Lead Conversion, Insurance Leads

Using this famous formula, agencies and brokers can focus on the following five critical tasks when it comes to rolling out this marketing initiative:

  1. Assemble a high quality email marketing list, and follow opt-in best practices and CAN-SPAM regulations.
  2. Digital content should be educational and relevant. Talk to your audience with content that they will find beneficial.
  3. Determine a reasonable frequency – wait at least two weeks between email campaigns. As of this writing, Tuesday and Friday mornings have the best open rates.
  4. Provide clear “Calls To Action.” CTA’s include “Register for a webinar”, “Click here to learn more” or “Sign up for our newsletter.” It’s usually best to have one CTA per email campaign, two at most.
  5. Determine the goal of your campaigns and measure the results. Use AB split tests to better refine open and click rates. Be careful that you don’t include spam phrases or rush words (buy now, hurry, offer ends soon, etc.).

As agencies and brokers begin their email marketing initiative, they should take the time to create a well thought out lead handling process. After all, how will the leads from these campaigns be distributed, followed up and tracked. Agencies and brokers should determine how to disseminate, track and measure incoming email marketing leads.

  • Lead Scoring: Which leads are your highest priority?
  • Lead Distribution: How, why and to whom are leads distributed? What happens with: Request more information, get a quote, newsletter subscriptions, and other type of leads?
  • Lead Follow-up: Preferred method of follow-up for lead type by producers.
  • Lead Tracking: How will you track these leads? Do you have an agency management system that does this, or do you need to create a simple tracking system for all your email marketing leads.
  • Lead Reporting: How will your agency share the results with the executive team and producers?
  • Lead KPIs: Key Performance Indicators can be very helpful in measuring lead gen campaigns. Examples include: Total Leads Per Month, Meetings Scheduled, Quotes Per Lead, Closes Per Lead, Appointment Show Rate Per Lead.

Insurance email marketing is an important and nuanced lead generation initiative. Agents and brokers lacking the time, staff or skills can consider outsourcing this lead generation initiative to a proficient insurance marketing agency.

For more information about
territory exclusive Insurance Agency Marketing Solutions contact the StartUpSelling insurance agency marketing experts.

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Posted in: insurance agency email marketing, Insurance Agency eMarketing, Insurance Agency Leads, Insurance Agency Web Marketing, insurance email marketing
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Insurance Agency LeadsA buyer persona is a composite representation of your ideal customer based upon existing client profiles, preferred prospect profiles and market research. The profile should include demographics, personal and business attributes, and behaviors that are typical of your ideal prospect.  Let’s review some examples to better illustrate this definition:

Your buyer personas should be a one or two paragraph written description of your ideal buyer. For example:

  • “Jerry Jones is a CEO, CFO, COO or Risk Manager who works at a distribution company between $15 million and $150 million dollars. He has at least a decade of experience and has been in his current position at least one year. His goal is to improve efficiency and refine processes within his company, which will contribute to bottom line savings. He is a consensus builder, but knows how to drive change, and has the credibility within his organization to implement a new initiative or allocate budget.”

  • “Gina Martinez is a CHRO, Vice President or Direct of Human Resources, with a manufacturer, distributor, technology company or restaurant group. Revenues can range from $5 million to $150 million dollars depending on industry. She has at least a decade of experience and has been in her current position at least one year. Her goal is to improve employee morale, increase wellness programs, ensure compliance and maintain competitive benefits programs. She is open to change, and will consider innovative approaches to this including captives, gap programs, leading edge tools and PBM alternatives.”

Creating an insurance agency buyer persona can help improve producer prospecting and closing, resulting in a leaner pipeline and improved close ratio. And they are also valuable when agencies outsource their appointment setting initiatives. If your agency has not yet created buyer personas, or if you haven’t updated them for a few years, it’s time for a review. For more information about insurance agency buyer personas or a complimentary Prospect Scorecard for to help build your buyer persona, visit StartUpSelling.com. And for more insurance agency marketing and sales tips like this, read Sell More & Work Less.

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency Telemarketing
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Web Beacons And Insurance Agency Email Marketing

  • Posted on October 13, 2016
  • by Alan Blume

Insurance Agency Email MarketingLet’s begin with a simple definition of a web beacon. It is an object embedded into an email, to determine if a user accessed the content sent. There are other names used for web beacons such as tracking pixel, invisible pixel, pixel tag, pel and clear gif.

Web beacons are often used in email marketing to determine which recipients open the email. Doing this allows digital marketers to see which recipients have viewed or interacted with the email they sent. Email marketing tracking is not a perfect science, as tracking can be disabled by recipients who do not use HTML email clients, opting for text only emails. Some email preferences like turning off image display (while still using HTML), can also disable web beacons.

A web beacon is usually a transparent graphic image, often just a pixel that is placed unobtrusively in an email. When the HTML code for the web beacon points to a website to retrieve the image, it can also pass along important marketing information. This information can include the IP address, a time stamp, length of time the beacon was viewed, and the type of browser that retrieved the email. For many insurance agency email marketers, the most important metrics relate to the open rate, and the subsequent clicks that occurred in the email.

Web beacon options are included with most email marketing solutions, from the basic solutions to high end integrated platforms. When you send out insurance agency email marketing campaigns, the marketing engine will offer an option to track the emails. If selected, a tiny web beacon will be placed on the bottom of your HTML email to detect opens. Note that I said these would be on the bottom of HTML emails. If you are using text emails or multipart mime (the text portion of that email) the web beacon will not be used. This beacon is unique to each insurance email campaign that you send. When someone opens your email and the beacon is downloaded, they will register as an “open”. Automated replies, such as out-of-the-office messages, often do not download the beacon and as a result would not be counted as opens. This process can vary by email marketing provider.

Now that you know how web beacons help track your insurance email marketing campaigns, you can determine if your agency want to use this tracking. Open tracking is a fairly innocuous and unobtrusive way to determine email campaign efficacy and to fine tune the content for your audience. Almost all email marketers do use open tracking, and find it helpful. Click tracking is considered somewhat more intrusive, and that is a decision each agency can evaluate based on their preferences. Some agencies offer tracking and cookie notifications on their site, when using these technologies.

Insurance email marketing can be highly effective for lead generation. Those agencies lacking the time, tools or staffing to add this lead gen staple to their overall marketing initiatives should contact the insurance agency marketing experts at StartUpSelling for a complimentary web marketing review.

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Posted in: insurance agency email marketing, Insurance Agency eMarketing, Insurance Agency Leads, Insurance Agency Marketing, insurance web marketing
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Truck Insurance LeadsDoes your trucking insurance agency leverage telemarketing to set up in profile appointments with demographically selected prospects in your targeted geography? If so, how successful are your initiatives, and is there anything your agency can do to refine them? For example, are they producing 10 or 20 in profile appointments per month? And if your trucking agency is not leveraging an appointment setting initiative, why are you ignoring this pipeline filling opportunity? Let’s review some of the key tips, techniques and best practices to ensure an effective appointment setting campaign:

  1. Call Script: It all starts with an effective and concise script. Synthesize your value proposition. Think of it this way, if you had a 30 second Super Bowl commercial, what would your agency tell the viewers? Why should truckers (whether they are owner operators, small fleets or large fleets) speak to you about their insurance needs? What do you bring to the table that is uniquely helpful to these targeted prospects? You may require multiple versions of your call script, especially if your prospects range from owner operators to fleets with 50 or more power units. And you should have a list of the 10 most common objections, with responses, to improve caller effectiveness. For example, do you insure tow trucks, ambulances, or cranes? These and other questions/objections and answers should be available to help the appointment setter(s).
  2. Prospect List: Your agency needs to use an up to date DOT prospect list with fleet size and X-dates. If you don’t have one, there are many sources which offer these (varying in quality from adequate to good). Scrub your clients and active prospects from this list, and note that it’s often better to do this on a monthly or quarterly basis, than an annual pull, based on target geography,  X-dates and fleet size.
  3. Lead Handling: Even the best leads will fail to close if your agency lacks a formal lead handling process. This doesn’t have to be automated, it just has to be followed and tracked! Once an appointment has been set up, which producer will manage that appointment, and how will they follow up to ensure the best possible close ratio? And of course, how will it be tracked. Check out this blog for more tips on insurance agency lead handling.
  4. Appointment Setter: Last but not least, is the appointment setter. Your appointment setter will make or break your lead initiative. And one of the challenges for some agencies revolves around hiring, managing and training this resource. Further, most agencies will only hire one appointment setter, and industry standards show that only one in three callers are likely to succeed in this challenging position. At a minimum, your appointment setter should have:
    • Telemarketing experience
    • Trucking insurance experience (or training)
    • Call script training and practice
    • Lead handling training
    • A professional demeanor
    • Ability to consistently deliver your call pitch (20 plus times per hour)

Trucking agencies with sufficient time, tools and talent can bring this lead generation initiative in house. Those agencies that cannot, should consider outsourcing this opportunity to the trucking lead gen experts at StartUpSelling. Contact us today for a complimentary consultation.

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Leads
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How To Test Your Insurance Agency Website Circa 2016

  • Posted on September 19, 2016
  • by Alan Blume

Insurance Agency WebsitesIf and when agency owners, executives and producers test their websites for ease of use, effectiveness and branding, they often do so on their PCs or laptops. Then some, might test on their mobile devices. Today, this is now backwards, with many insurance agency websites analytics showing over 50% of all visitors arriving from mobile devices, and the vast majority of those, arriving via smart phone. That’s why agents and brokers should all test their sites from their smart phones, and do so from both an iPhone and Android. Here are some tips on what to do and look for when testing for mobile compliance:

  1. First things first, test your site using Google’s mobile friendly test.
  2. Make sure your site banner is displaying properly, and that it is not taking up too much of the display.
  3. Check the links (like Contact Us or Get A Quote). Are they easy to use without zooming? And do your forms work correctly?
  4. Are the videos working? Watch out for outdated video like Flash videos.
  5. Are your social media icons working and easy to access?

Another important test which all agencies and brokers should do is the duplicate content test. Navigate to an internal page, and select a sentence from that page. Now copy that sentence into Google and search. If your site is among dozens of other insurance sites that are found, you are using duplicate content. This is a negative from the perspective of both your visitors and Google. A top priority for you should be to rewrite your content so it is original, unique to you and your business.

If your website isn’t mobile responsive
or if you need your website content rewritten by agency experts, reach out to the StartUpSelling insurance website team at (518) 222-6392 for a complimentary website review.

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency Websites, insurance social media marketing
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Creating An Effective Insurance Agency Lead Handling Process

  • Posted on September 8, 2016
  • by Alan Blume

Insurance Agency LeadsA new lead arrives at your insurance agency from one of your web based campaigns. It could be the result of a social media post, an email campaign or perhaps a published LinkedIn article. What happens with this lead at your insurance agency? What is your lead handling process?

Have you spent much time thinking about the process, establishing a plan, a workflow and tracking system? Is the lead distributed to producers by territory? Does your lead handling process vary by type of lead, product or prospect? For example, are commercial leads separated by large and small business, by industry or product? Are benefit leads parsed by groups over and under 50? And does your agency have a tracking system in place to determine how many leads showed for the appointment, moved into the pipeline, received quotes and ultimately convert into new business?

Agencies and producers can and should create a well-defined lead handling process to disseminate, track and measure incoming leads.

  • Type of lead: Inbound Web Marketing Lead, Telemarketing Lead, Referral, etc.
  • Lead Scoring: Create a simple system to determine lead quality (see the Prospect Scorecard if this doesn’t yet exist at your agency).
  • Lead Distribution: How, why and to whom are leads distributed?
  • Lead Follow-up: Preferred method of follow-up for lead type by producers.
  • Lead Tracking: Does your agency already have a platform for this, or an internal system? If not, implement a simple tracking system to determine what happens with every lead.
  • Lead Reporting: How will your agency share the results with the executive team and producers?
  • Lead KPIs: Key Performance Indicators can be very helpful in measuring lead gen campaigns and determining next steps for your lead generation and marketing initiatives. These should be reviewed monthly for most agencies. Example include: Leads Per Month, Meetings From Leads, Quotes Per Lead, Closes Per Lead, Appointment Show Rate Per Lead.

In addition to lead handling, agencies should review their collateral fulfillment. Collateral should vary by lead type, and can include branded eCollateral, blog posts, article links, video, live and on demand webinars, etc. For more information on Insurance Agency Leads, lead handling and insurance web marketing, visit www.StartUpSelling.com

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency Telemarketing, insurance social media marketing
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Google Announces Two Important Mobile Website & SEO Updates

  • Posted on August 26, 2016
  • by Alan Blume

Google Tools For Insurance Web MarketingGoogle announced two important updates about mobile websites and search results. About two years ago Google added a mobile friendly label (you’ve probably seen these appear on mobile search results pages) to help users find pages that were mobile friendly. Mobile friendly pages are readable without zooming, and have tap targets (links and buttons) which are appropriately spaced.

Google now estimates that 85% of all pages in mobile search results meet this mobile friendly criteria. Consequently, to keep search results uncluttered, they will be removing the label from the search results. However, all insurance agencies and brokers must understand that the mobile-friendly criteria will continue to be an important part of Google’s ranking signal. Pages which are not mobile friendly will be punished in the rankings, adversely impacting insurance agency search engine optimization results.

Google also made a second important announcement relating to interstitials. What is an interstitial you might ask? Think of an annoying pop-up ad that appears on a website or article that you’re reading, covering part or all of your screen. That is an interstitial. It is a page that is inserted in content flow, for the purpose of advertising or promotion. In some cases, user interaction is required to move past the interstitial, or it may have a time delay sufficient to read the ad. Regardless, for those agencies employing those annoying “Get A Quote Now” type of interstitial pop ups, Google is providing advance warning to remove them, or your agency will be penalized in their rankings.

Agencies and brokers (or any organization) which have not recently updated their websites can determine if they are sufficiently mobile friendly by using the Google mobile-friendly test.  Agencies seeking assistance with their website or insurance web marketing and lead generation initiatives are invited to contact StartUpSelling for a complimentary evaluation.

 

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency SEO, Insurance Agency Web Marketing, Insurance Agency Websites
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Google Mobile Friendly Test For Your Insurance Agency Website

  • Posted on August 19, 2016
  • by Alan Blume

Google Tools For Insurance Web MarketingYour top insurance prospect is sitting in an airport and thinking about their recent meeting with your insurance agency. They pull out their iPhone and navigate to your website. When it renders they see a tiny page with text that is too small to read, tiny links which are almost impossible to use, and become so frustrated trying to find what they were looking for, that they give up and move on to do the next thing on their busy things to do list.

This website visitor experience happens every day, with insurance prospects, partners and prospective employees, when an insurance agency website has not been optimized to view on a mobile device. This is often a frustrating experience for mobile searchers.

According to Google, a website is eligible for the “mobile-friendly” label if it meets the following criteria (as detected by their Googlebot):

  • Avoids uncommon mobile device software, like Flash
  • Uses text that is readable without zooming
  • Sizes content so users don’t have to scroll horizontally or zoom
  • Places links sufficiently apart so that the correct one can be easily tapped

With over 50% of all searches now taking place on mobile devices, Google is trying to ensure mobile users will have a better mobile web experience, and is also experimenting with using the mobile-friendly criteria as a ranking signal. For insurance agencies that have yet to update their websites to a mobile friendly design can contact the insurance agency marketing experts at StartUpSelling for a complimentary website and digital lead generation review.

Insurance agencies can determine if their site passes the Google mobile-friendly test here: Google Mobile-Friendly Test.

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency SEO, Insurance Agency Websites, insurance search engine optimization
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Top 10 Google Tools For Insurance Agency Marketing

  • Posted on August 3, 2016
  • by Alan Blume

Google providesGoogle Tools For Insurance Web Marketing some great tools for insurance agency marketers, most of which are free. Some of these are really well known, while others may come as a surprise to producers and agency marketers. These tools are easy to find on Google (just Google them), though I included a couple of links to help you get started. The Google Tools below are not ranked in any particular order. That said, I think every insurance agency and broker should have Google Analytics loaded on their site, even for those using platforms such as HubSpot.

Google Webmaster Tools offers a plethora of tools for insurance marketers. One recent tool that I’d suggest every agency and broker use is the Google Mobile Friendly Test. This tool is very easy to use, and determines if your insurance agency website is mobile friendly, or if there are any refinements needed even if your website passes the mobile friendly test. For agencies which fail the test, carpe diem, get to work on a mobile responsive website as soon as possible. For those which pass, but receive a list of issues, the test will help them better optimize their websites. My Top 10 list is below, there are many other tools available:

  1. Google Analytics: An essential website traffic and analysis tool for any agency.
  2. Google AdWords: Great tool for basic keyword analysis.
  3. Google Docs: Simple, free and relatively easy to use cloud based document sharing platform.
  4. Google Insights: Surveys, trends and other insight tools.
  5. Google My Business (Google Places): For small agencies, especially those selling within their community, Google My Business is a good place to be.
  6. Google Alerts: Track your agency, market, or any topic of interest with this simple and easy to use tool.
  7. Google Webmaster Tools: This is a package of valuable technical tools, such as HTML Improvements and Fetch as Google. There are two Webmaster tools which agency marketers should find very helpful, and may be unknown to most agents. They are listed below as #8 and #9.
  8. Google Mobile Friendly Test: Is your insurance agency website mobile friendly? How does it look on an Android? Are there any mobile related issues with the site? Use this free tool and find out.
  9. Google Page Speed Insights: All websites can improve their load speed, from compression to coding. This quick tool will yield multiple suggestions to optimize your website speed.
  10. Google+ Business Page: It’s free, it’s fairly easy to create, it’s owned by Google, and your Google My Business listing will link to this page.

I’d be reticent if I didn’t mention Google’s top insurance marketing tool — YouTube. YouTube, owned by Google since November, 2006, offers agencies a superior platform to share recorded webinars, executive briefings, videos, and whiteboard videos. For example, some of our StartUpSelling videos have been viewed by over 10,000 agencies and brokers, and we’ve received many inbound leads from our insurance marketing YouTube channel.

If your agency would like a complimentary insurance agency website or insurance web marketing review, contact the insurance marketing experts at StartUpSelling.

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency Web Marketing, insurance social media marketing, insurance web marketing
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