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 'Web Seminars' Category
Trucking Agency Webinar: Learn About Four Successful Appointment Setting Campaigns
Posted on December 6th, 2011 by John Scranton
Join us for this brief, complimentary web seminar. Our team of trucking agency marketing experts will review several successful appointment setting campaigns. The presentation will feature programs targeting owner operators, small fleets and large fleets. Topics include:
* Large fleet campaign yielding six figure commissions
* Small fleet program generating 5 appointments per week
* Owner operator cold calls creating 2-3 quotes per week
* Call pitch and script development and refinement
* Effective lead handling methodology
Date & Time: December 14th Noon ET
To Register: https://www1.gotomeeting.com/register/644614056
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.
Summary of Today’s Insurance Agency eMarketing & Web Seminars Webinar (Part 1)
Posted on September 14th, 2011 by John Scranton
Insurance Agency eMarketing & Web Seminar Case Studies
Presented by StartUpSelling, Inc.
Agenda
- Review & Analysis of 2 Case Studies
- eMarketing Campaign Design
- Webinar Format, Content & Topics
- Building Webinar Registration & Attendance
- Follow-Up and Lead Handling Process
- How to Close Your eMarketing & Webinar Leads
- Question & Answer Session
Case Study #1 – Benefits Agency
- Maryland based benefits agency
- Focus on middle market accounts
- Provides full-service employee benefits solutions, consulting and plan administration
- Provides deep subject matter expertise
Challenges
- Seeking to increase top line – improve awareness of their services with 150+ employee companies
- Agents are very busy servicing large book of complex middle to large market accounts
- Target prospects (HR & Finance titles) which are often difficult to reach
- Needed a better way to convey expertise and value proposition to prospects
Process & Solution
- Engaged StartUpSelling to launch a highly target eMarketing and Web Seminar campaign with followup appointment setting calls
eMarketing Campaign - SUS procured a list of 30,000 emails in target profile – it’s now much larger
- Scrubbed list to improve results
- 2 monthly emails inviting prospects to webinar
- Professional, business, non-graphical email
- Educational subject line & content
Process & Solution
- Web Seminar Campaign
- Topics include regulatory issues, COBRA, Healthcare Reform & Compliance
- Leverage an internal speaker (attorney)
- Concise and compelling presentations
- Content is useful & sought after by target titles
- Conveys unique & deep subject matter expertise
- Speaker is never selling
Results
- Recent Webinar:597 registrants,491 attendees,Many opportunities
- 150+ attendees per month
- Have built a following
- Access to prospects who were difficult to reach
- Platform to convey expertise and value proposition
- One closed webinar lead yielded a $60,000 commission account
Check back for Part 2 of our summary later this week…
Expecting Record Registration for our September Insurance Agency Marketing Webinar – Invitation Attached
Posted on August 29th, 2011 by John Scranton
Webinar: Insurance Agency eMarketing & Webinar Campaign Attracts 600 Prospects
Join us for this brief, complimentary and educational web seminar. Our panel of insurance agency marketing experts will provide a review of two highly successful eMarketing and web seminar campaigns. Our first case study depicts a benefits agency that just attracted 597 in-profile prospects to their presentation. The second case study illustrates a transportation centric agency that recently closed a $115,000 commission from a web seminar lead. Topics include:
* eMarketing Campaign Design Tips
* How to Select Webinar Topics
* Building Webinar Registration & Attendance
* Follow-Up and Lead Handling Process
* How to Close Your eMarketing & Webinar Leads
Date & Time: September 14th at Noon EST
To Register: https://www1.gotomeeting.com/register/835551448
For more information: www.startupselling.com
Case Study Preview: Webinar Lands $115,000 Commission
Posted on July 25th, 2011 by John Scranton
This afternoon I will be starting a draft of a new case study reviewing one of our web seminar clients. The premise is so compelling that I wanted to share a preview. Our client recently closed a $115,000 commission account, with another $100,000 commission pending, because the prospect was impressed with their web seminar presentation.
I cannot divulge all of the details – but the overlying theme is this: Our client lost an account about 3 years ago. They approached the account each year to no avail. Key executives attended a web seminar that our client hosted and were very impressed with the knowledge shared. The prospect decided to listen this year, and then decided to buy. A six-figure commission directly resulting from a webinar.
Check back next week for a 2 page case study review of this clients success story.
The Evolution of a Marketing Campaign: #eMarketing to #Webinars to #Telesales to #SMM
Posted on April 15th, 2011 by John Scranton
We used the above PPT slide in a presentation today, and I thought it was very telling of how we are effectively marketing for many of our clients and for ourselves. Four key phases, all important and all evolutionary. Here is a quick review:
- eMarketing – Email marketing drip campaigns that build name recognition for your business, attract website traffic and web seminar registration and attendance, and identify interested parties through click and open reporting. Emails opens has consistently produced business for StartUpSelling and many of our clients.
- Web Seminars – Create an opportunity to present valuable and education information to prospects, effective convey the expertise of your organization, and open a dialogue that is not based on sales. Deliver value before prospecting. This will make prospect much more likely to speak with you in the future.
- Telesales – Executive to executive calls (or leveraging a high-quality professional telemarketer) are highly effective when employed as a follow up to either eMarketing or web seminar campaigns. This is where I make the biggest impact on my pipeline each week.
- Social Media – Now that you are likely closing your eMarketing, web seminar and telesales prospects, and are enjoying the dividends of a robust pipeline, attack social media. Social media is the future of marketing, but is a long path to the money, so use it to exponentially expand your previous initiatives.
Review and Synopsis of Today’s Insurance Agency eMarketing & Webinar Presentation
Posted on April 14th, 2011 by John Scranton
Introduction to eMarketing & Webinar Case Studies
- We will profile 3 unique agency eMarketing and webinar campaigns
- Each agency targets different industries and different geographic locations
- All faced the same challenges
- Needed to reach more prospects
- Webinars fill the top of the sales funnel for their agency producers
Case Study #1 – Background
- Wanted to grow our book of business
- Agents invested time in servicing current accounts
- Needed new method to gain access to in profile accounts
- Wanted to take advantage of new technology available to agencies
Case Study #1 – Process
- First webinar campaign was unsuccessful – attempted to sell insurance
- SUS suggested a different approach
- Chose purely educational topics: regulatory updates, workers comp rating
- Partnered with Expert Guest Speakers – attorneys, consultants, etc.
- Attendance increased dramatically – 150+ registrants per web seminar
Case Study #1 – Results
- Expert Speaker Relationships Established
- Over 2,000 registrants
- Over 1,200 webinar attendees
- Dozens of Appointments
- Webinars recorded and on website
- Over $300,000 in new business commission
Conclusions – What Works
- Quality Email List – targeted, scrubbed
- Professional, Business Email Invitation
- Educational Topics – regulatory issues, OHSA
- Expert Speakers – not salespeople, guests
- Concise Webinars – 20 to 30 minutes
- Agents make follow up warm calls to attendees
- Never sell insurance – ever!
