Daily blog entries, ideas, and strategies to improve Insurance Agency Marketing, Lead Generation, Social Media & SEO. Thank you for visiting! – John Scranton
Archive for the 'eMarketing' Category
Four Step Insurance Agency Marketing Plan – Step 2: Start Your Marketing Engine
Posted on January 31st, 2012 by John Scranton
Now that you have completed Step 1 of the Four Step Insurance Agency Marketing Plan by developing a quality prospect list, an effective website and hopefully some collateral material, you are ready to start the engine of your marketing machine. They primary driver of this engine will be your integrated eMarketing and web seminar campaign.
To begin your eMarketing and webinar series, you will need to perform an analysis of your target market. You will only attract prospects by determining what their needs are and what they are interested in learning about. For example, if you are selling to contractors who need information about new OSHA requirements, this could be an effective email and webinar topic – even though it is not directly related to the product you sell. Hint: Ask your current clients what their challenges are to learn more about what your prospects need.
Once you have found an effective topic or theme, it is time to create your message. Your email message should be professional, concise, and educational. The goal is to open a dialogue with your prospect, not make an instant sale. An effective message will drive significant web seminar attendance, a forum that should equally professional, concise and educational. Like your email message, the webinar is also designed to open a dialogue with your prospect – not make an instant sale.
When properly executed, eMarketing and webinar campaigns will become a powerful source of in-profile prospects. They have provided 40-50% of our business over the past two years. To learn more about how to achieve this level of results, please attend our upcoming web seminar:
Filling the Sales Funnel with the Four Step Insurance Agency Marketing Plan
Date & Time: February 8th at Noon ET
https://www1.gotomeeting.com/register/312132769
Insurance Agency eMarketing & Social Media Marketing Webinar Synopsis
Posted on December 22nd, 2011 by John Scranton
Insurance Agency eMarketing and Social Media Marketing
Presented by StartUpSelling, Inc.
Our Speakers: John Scranton & Alan Blume
Agenda
- eMarketing Defined
- Top 5 eMarketing Do’s & Don’ts
- Social Media Marketing
- Key Elements for Agency Lead Generation
- Integrated approach to eMarketing/SMM
- How to get Your Complimentary eBook
- Question & Answer Session
Sources of Our Prospects
eMarketing Defined
- Term used to define: Electronic Marketing, Digital Marketing, Internet Marketing, Web Marketing, Email Marketing
- Today we will focus on the Email Marketing application and how it applies to agencies
- Top 5 Do’s & Don’ts
Top 5 Items to Avoid
- Do Not Sell Insurance
- Do Not Bury the Lead
- Don’t forget the Clear Call to Action
- Limit use of Graphics/Images
- Do Not Offend the SPAM Filters
Top 5 Tips for Success
- Educate Your Prospect – Do Not Sell
- Convey Your Message & Value Quickly
- Feature a Value Driven Call to Action
- Use Textual Business Emails
- Limit Frequency
Social Media is Comprised of Many Elements
- Blogging
- News Releases
- Article Creation
- Social Networks
- Video – YouTube
Narrow Your Focus
Checkboxes:
- Blog
- Google+
- YouTube
Close the Loop – Measure Results
- Do you currently track prospect sources?
- What percent come from eMarketing?
- What percent come from social media?
- How will that change in the future?
- How are you preparing for that change?
Question & Answer Session
Webinar Tomorrow: Insurance Agency eMarketing & Social Media Best Practices
Posted on December 20th, 2011 by John Scranton
Join us tomorrow for this brief, complimentary web seminar. Our team of insurance agency marketing experts will review best practices for a successful eMarketing campaign. Expert guest speaker and CEO Alan Blume will share our Top 5 Do’s and Dont’s to maximize email deliverability and effectiveness. Topics include:
* Insurance Agency Social Media Best Practices
* Top 5 Items for a Successful Campaign
* Top 5 Items to Avoid at All Costs
* Sample Emails to Illustrate Concepts
Date & Time: December 21st at Noon ET
To Register: https://www1.gotomeeting.com/register/144223273
Insurance Agency eMarketing Best Practices
Posted on November 21st, 2011 by John Scranton
Insurance Agency eMarketing
Join us for this brief, complimentary web seminar. Our team of insurance agency and marketing experts will review best practices for a successful eMarketing campaign. This includes our Top 5 Do’s and Dont’s to maximize deliverability and effectiveness. Topics include:
* Insurance Agency eMarketing Best Practice
* Top 5 Items for a Successful Campaign
* Top Items to Avoid at All Costs
* Sample Emails to Illustrate Concepts
Date & Time: December 21st at Noon ET
To Register: https://www1.gotomeeting.com/register/144223273
How to Fail at Insurance Agency eMarketing
Posted on November 10th, 2011 by John Scranton
Clients and prospects often ask us why we suggest they avoid graphically rich email messages. Why would we prefer something textual when they could send something slick? The image above clearly conveys the answer. What is most important in an email campaign is that your message is delivered and digested by your prospect. Even though this is a topic that interests me, I instantly deleted the above email because it is too difficult to decipher. Do not make the same mistake.
Insurance Agency eMarketing & Web Seminar 3 Minute Video
Posted on October 13th, 2011 by John Scranton
Summary of Today’s Insurance Agency eMarketing & Web Seminars Webinar (Part 2)
Posted on September 15th, 2011 by John Scranton
Insurance Agency eMarketing & Web Seminar Case Studies
Presented by StartUpSelling, Inc.
Case Study #2 – Trucking Agency
- NJ based transportation agency
- Focus on large fleet accounts
- Provide creative solutions for risk management and insurance cost control
- Privately held
Challenges
- Many agents managed large books – needed to shift from a service culture to a sales force
- Lacked a current and up to date prospect list
- Sought to reach more prospects quickly
- Needed to convey unique understanding of industry to avoid commoditized sales
Process & Solution
- Engaged StartUpSelling to launch a highly target eMarketing and Web Seminar campaign
- eMarketing Campaign
- Procured list of 6,000 trucking executive emails
- Scrubbed list to remove personal emails
- 2 monthly emails inviting prospects to webinar
- Educational and interesting subject line
- Content is relevant and concise
Process & Solution
- Web Seminar Campaign
- Leverage external speakers – consultants, lawyers, advisors
- Topics include current industry regulations and issues – Hours of Service, driver retention, fuel costs, etc.
- Speakers do not promote their services, and they certainly do not sell insurance
- Web seminars are brief – lunch & learn format
Results
- 100+ Attendees per Month
- Reputation as experts
- Relationships with speakers
- Attractive to producers
- Full pipeline of in-profile prospects
- Recently closed a $115,000 commission account that refused to meet until they saw a KCI Webinar
- “Our days of cold calling are over…”
Web Seminar Lead Handling
- Web Seminar closes with a call to action
- Website link
- Case studies
- PowerPoint
- Producers call all registrants and attendees
- Solicit topic and presentation feedback and gauge interest in the subject
- Offer a complimentary consultation or review
- Seek a web meeting with web seminar prospect
Closing Web Seminar Leads
- Web Seminar attendees who are in-profile should yield an improved closing ratio
- Leverage your webinar campaign as an indication of the service you will provide
- Conveys your unique expertise
- Remember they would not have attended if they were not seeking assistance
- Patience is a virtue – and important to eMarketing and webinar campaigns
For more information, a one-to-one Agency Marketing strategy review, or a case study please contact: John Scranton johns(@)startupselling.com or www.startupselling.com.
