Insurance Agency MarketingThis StartUpSelling recorded Insurance Marketing Webinar has been viewed by over 10,000 insurance agents and brokers. The free webinar entitled, Insurance Agency Marketing Plans – How to Insure the Success of Your Producers, has been made popular by insurance agencies and brokers across North America, seeking to improve their marketing and lead generation initiatives to help optimize Producer performance. This 26 minute webinar offers agency executives the opportunity to learn about effective insurance marketing and lead gen strategies in use by many highly successful agencies and brokers. Topics include:

  • Prospect List Generation
  • Creating Effective Email Marketing Campaigns
  • Webinars and Other Digital Fulfillment
  • Effective Appointment Setting Campaign Strategy
  • Vertical vs. Horizontal Cold Calling
  • Social Media Marketing

This complimentary on  demand webinar is available 24/7 – click here to watch.

To learn more about customized Insurance Agency Marketing and Lead Generation Solutions contact us at startupselling.com.

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Posted in: Insurance Agency Marketing, Insurance Agency Telemarketing, Insurance Agency Web Marketing, Insurance Agency Webinars, Insurance Content 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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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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Insurance Lead Generation Insurance Agency Leads

Insurance agents, brokers and producers will find it helpful to create a buyer persona. A buyer persona is a composite representation of your ideal customer based on research, data analytics, and producer experience related to your existing customers. When creating your buyer personas, insurance agencies and brokers should include customer demographics, behavior patterns, motivations, and goals. The more detailed the data, the better the results.

Your buyer persona(s) should be a one or two paragraph written description of your ideal buyer. For example: “Mike Smith is a CEO, CFO, COO or Risk Manager who works at a manufacturing company between $10 million and $100 million dollars. He’s held this position at least five years and seeks to improve efficiency and processes within his company. He does not make quick decisions, but is willing to try new things, especially with innovations providing a compelling ROI. He is in the mid-stage of his career, and has the credibility within his organization to drive a new initiative or convince others that his decision to allocate budget is sound. He can make the decision to purchase, but may seek to validate it with other team members. Once he decides, however, the sale is very likely to move forward.”

Creating an insurance buyer persona can help determine the prospect profile and likelihood of closing, resulting in a better pipeline and improved close ratio. It’s often said that sales is a numbers game, and this is one simple process to help improve the numbers. 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, Insurance Agency Web Marketing
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The Top 5 Insurance Marketing & Lead Gen Webinars For The New Year

  • Posted on December 28, 2015
  • by Alan Blume

Many insurance agencies, brokers and wholesalers have likely made 2016 New Year resolutions to improve their marketing, to expand their presence and drive increased leads into their pipelines. The challenge with resolutions is that they are easy to make and hard to keep.

When it comes to insurance agency marketing plans, it’s all about execution. And to help improve insurance marketing plans and refine implementation and execution, StartUpSelling is providing complimentary access to their top insurance marketing and lead gen webinars of 2015. These five, succinct webinars, delivered by insurance marketing subject marketing experts, can be found in the StartUpSelling Insurance Marketing Resource Library or use the links below to watch any specific webinar. These on-demand webinars range from 15 to 30 minutes discussing topics such as appointment setting tips, insurance lead generation tactics, and niche marketing for insurance agencies. The Top 5 Insurance Agency Marketing Webinars are listed below, and available on-demand for any agent, broker or wholesaler:

  1. Niche Marketing Plans For Agencies, Brokers & Wholesalers
  2. Top 5 Tips For Insurance Agency Appointment Setting
  3. How To Increase Agency Reach & Name Recognition
  4. Insurance Agency Marketing & Lead Gen Tactics
  5. 7 Critical Insurance Marketing TTDs

StartUpSelling, Inc, CEO, Alan Blume commented, “We are pleased to offer these complimentary on demand insurance marketing webinars to help agencies, brokers and wholesalers optimize their marketing initiatives.”

Join thousands of other agents and brokers who are benefiting from StartUpSelling’s insurance web marketing and lead generation services. For more information, call (518) 222-6392 for a complimentary insurance marketing and lead generation review, or visit http://startupselling.com.

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Posted in: insurance agency email marketing, Insurance Agency eMarketing, Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency Telemarketing, Insurance Agency Web Marketing, Insurance Agency Webinars, Insurance Agency Websites, insurance social media marketing
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Insurance Calling Tips For Agencies and Brokers

  • Posted on October 17, 2015
  • by Alan Blume

Insurance Agency LeadsEven with all of the insurance web marketing methods available to generate insurance leads, many brokers and agents still leverage the traditional cold call to set up appointments with prospects. While it can be challenging for many agents, cold calling can still be an effective tool to contact and validate potential insurance leads. You can combine the old and the new by utilizing both innovative online techniques and B2B cold calling to build your book of business. Some would refer to this as warm calls, because the prospects are familiar with the agency, as they’ve been receiving information via email or social media prior to the call. But for the purposes of this blog, let’s refer to this initiative as a cold calling or appointment setting initiative.

Develop A Target List or Subscribe to a List Service

There are many list services and specialty list providers available to agents and brokers, such as Judy Diamond for group benefits to the more generic D&B, Hoovers and InfoUSA for general agencies. The goal however, for all agencies and brokers is to create a comprehensive suspect email list with all associated demographics, by market, region, company size and title.

Cold Calling Tips

Begin by determining the number of prospects you need each month to achieve the desired number of new clients. For example, if you need 8 new prospects appointments each month, and you can set up an appointment every 4 hours of calling, you’ll need to spend 32 hours calling each month to generate these 8 appointments. If your close ratio is 25%, you’ll add 2 new clients each month, once the initiative is in full swing.  Many agencies and brokers lack the time to do their own cold calling, in the scenario above, that would be a solid 8 hours each week. In these cases, they can outsource the initiative to an insurance agency marketing and lead generation organization. For those agencies and brokers which have time to do their own calls, here are a few tips that will help agents get the most out of their cold calling:

  • Thursday is the best day for contacting and validating leads
  • Wednesday is the second best day for contacting and validating leads
  • Tuesday is the worst day for cold calling
  • On average, 8-9 am is an optimum time to reach prospects
  • And 4-6 pm is also a good time to reach and validate prospects
  • Have a well rehearsed script with a clear call to action for all outbound calls

Don’t underestimate the power of cold calling (or better yet warm calling) to generate appointments and insurance leads. And if you need more help with insurance lead generation, make sure your next call is to StartUpSelling at (518) 222-6392 for a complimentary insurance lead generation and web marketing review.

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Posted in: Insurance Agency Leads, Insurance Agency Telemarketing, Insurance Leads, insurance social media marketing, insurance web marketing
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Insurance Content MarketingInsurance marketing is becoming the norm today, as agencies, brokers and wholesalers seek to gain a competitive edge and improve their economy of scale. It’s rare to encounter an agency or broker executive who says they don’t care about their website, or that they are unaware of digital marketing opportunities such as insurance email marketing or insurance social media marketing. When it comes to Producers, there are five essential marketing activities that should be used to expand reach and build pipelines.

Content Marketing – Content marketing can be an efficient and powerful way to grow an audience and agency. For content marketing to work, agents and brokers need to invest, prioritize and execute. In order to achieve impactful results, content marketing must be taken seriously, and executed consistently.

Social Media Marketing – Fifty-five percent of insurance consumers say they would use one or more insurance services offered through social media. Internet reviews and social media play an integral part in credibility. Potential clients, especially millennials, trust advice they find on social media about the best insurance products, agencies and brokers. At a minimum, brokers and agencies should have a professional company page, and executive profiles on all major social media platforms.

Insurance Email Marketing – For many agents, brokers and wholesalers, creating a successful email marketing initiative can seem like a formidable task. But insurance email marketing should be a fundamental component of their overall marketing plans. Use the “Five W’s” to think about insurance email marketing:

  • Who: Targeted Prospects – Email List Generation
  • What: Relevant, Educational Content
  • When: Campaign Time & Frequency
  • Where: Call to Action – Where The Prospect Should Go
  • Why: Lead Conversion – Close The Loop For ROI

Appointment Setting – Calling in profile prospects is a traditional approach to filling the pipeline, and in certain insurance niches, still has a place within an overall insurance lead generation initiative. That said, it’s recommended that Producers with aggressive sales goals should not be making these calls personally, the calls should be delegated to an internal or outsourced appointment setter. Producers should spend their time talking with prospects, not identifying them. Producers need to create an effective call script, determine the key differentiators, and train the appointment setters, or outsource this effort.

Closed Loop Analysis – Closed loop marketing is a simple concept, yet few brokers, agents or wholesalers ever do this. Closed loop marketing analysis can be done on a campaign basis, or a comprehensive monthly or quarterly approach. This goal is simple, which campaign activities are yielding the best results, for both activity and new business results. Closing the loop helps determine the ROI of an agency marketing budget.

Insurance brokers, agents and wholesalers can and should invest in these five essential insurance marketing initiatives to expand reach and increase sales activity. A healthy top of the sales funnel is likely to result in increased revenues, and more successful Producers. Producers should spend more time selling, and less time identifying prospects. Agencies, brokers and wholesalers which do not have sufficient staff or expertise to accomplish the five marketing activities reviewed above, can consider outscoring this initiative to a proficient insurance marketing agency.

For more information on  Insurance Marketing Solutions call (518) 222-6392.

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Posted in: insurance agency email marketing, Insurance Agency eMarketing, Insurance Agency Telemarketing, Insurance Agency Web Marketing, Insurance Content Marketing, insurance web marketing
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Agency or Producer – Who Should Prime the Pump?

  • Posted on June 30, 2015
  • by Alan Blume

Insurance Agency MarketingWho is responsible to prime the pump and fill the top of the funnel? Many agencies and brokers expect their sales team to cold call, network, and send emails to build their own pipeline, and fill the top of the funnel. It reminds me of the old slogan, “Let your fingers do the walking”. The slogan referred to the Yellow Pages, the omnipresent database of the time. Regardless if it’s the Yellow Pages or Google Pages, the question still remains, who is responsible to fill the pipeline, and what’s the most likely path to success.

Today insurance lead generation encompasses many new tools to help producers prospect, including eMarketing, Social Media Marketing, Blogging and Web Seminar Marketing, in addition to traditional cold calling and networking.  Many producers find this aspect of the sales process to be arduous and challenging. That’s why so many producers fail, they are not insurance lead generation machines, nor are they savvy insurance web marketers. The results are self-evident, insufficient qualified prospects at the top of the sales funnel, usually translates into inadequate results at the bottom of the funnel.

A better path to success for many agencies and brokers begins with a comprehensive and consistent insurance marketing and lead generation program, providing producers with an influx of quality prospects, so they can spend more time selling and less time prospecting.

Why don’t more agencies invest in these types of programs?

  • They lack the internal resources
  • They believe in doing business the old fashioned way (I built my own pipeline and you can too)
  • They over invest in sales and under invest in marketing and lead generation
  • They tried it once and it didn’t work
  • They tried a short pilot program and didn’t see an immediate ROI

These are just a few of the reasons many agencies and brokers under invest in insurance agency marketing and lead generation. Regardless of the reasons, agency owners and executives should review current and past producer performance and determine if it’s time to upgrade their insurance marketing and lead generation programs, to improve the path to success for their producers and their agencies. Agencies, brokers and wholesalers looking for insurance marketing and lead gen assistance should call (518) 222-6392 for a complimentary review of their marketing goals.

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency Telemarketing, insurance social media marketing, insurance web marketing
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5 KEYS TO AN EFFECTIVE INSURANCE ELEVATOR PITCH

  • Posted on May 1, 2015
  • by Alan Blume

Insurance LeadsYou walk into an elevator and find your ideal prospect standing next to you. You have 30 to 60 seconds to convince this prospect that they should meet with you at a later date to discuss your innovative insurance services and solutions. What is your pitch?

  1. Solution: What challenges does your agency, product, services solve?
  2. Value Proposition: How does your solution deliver better value to your customers?
  3. Credibility: What can you say to demonstrate you or your agency are a leading authority in your field?
  4. Differentiation: What are the 3 key differences that you provide, that their current agency or broker does not? How are you different, unique, or superior?
  5. Call To Action: What’s the desired outcome of your pitch? Do you want a web meeting, conference call, on-site visit, quotation opportunity?

Practice your pitch until you are completely comfortable and confident in your delivery. And remember, for the prospect to believe you, you must emphatically believe in your pitch. Would you like to be speaking with your top insurance prospects? Call StartUpSelling at (518) 222-6392 for a complimentary insurance marketing and lead generation consultation.

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency Telemarketing, Insurance Content Marketing, Insurance Leads
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We recently ran a webinar entitled “How and Why a Trucking Agency Leads Program Produces 5 Appointments per Week”. The webinar focused on several key elements for agency executives including list building, lead handling, call script refinement and eCollateral. The foundation elements include:

  • Prospect List – what makes a great list and how do you build one?
  • Telemarketing Best Practices – how to deliver a compelling phone pitch?
  • Lead Handling – the most overlooked process.
  • Relevant Content – establishing credibility.

If your agency is interested in learning the nuanced answers to these questions, call (518) 222-6392 or visit our trucking insurance agency marketing page.

 

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency Telemarketing
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