3 Reasons Why Blogging is Effective and Fulfilling

  • Posted on April 21, 2017
  • by John Scranton
  1. Insurance Agency MarketingContent Conveys our Expertise and Value Proposition – If you read 2 or 3 entries of this blog, you will learn what StartUpSelling provides, why we feel it is important and how we believe we are different. This sounds like information that would be included in a sales pitch, but in a blog it is woven into the fabric of useful and educational information. Blogging allows prospects to learn and glean valuable insights without commitment, and allows the writer to deliver their marketing message – at the same time.
  2. Its Another Venue to Interact with Clients and Prospects – Some prospects like to talk on the phone, some like to interact via email, some like to connect on LinkedIn. Others like to read your content for weeks or even months before they develop an interest in the source. We regularly have conversations with prospects who explain they have been following our blogs and over time realized that their needs exceeded what they can read about and implement internally – now they enter our pipeline.
  3. Blogging Allows me to Share What I Learn Expeditiously  – When I am working with clients and colleagues or learning from other industry experts I pick up many useful insights and concepts. A B2B blog gives me the opportunity to quickly apply that insight and pass along the information. A few minutes ago I had a reminder of the value of a blog, now I am sharing that reminder with you.

Originally Posted by John Scranton on January 30, 2012

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The Lady at the Chanel Counter is an Excellent Salesperson

  • Posted on January 12, 2017
  • by John Scranton

This year my wife and I have been exchanging Christmas gifts as we buy them.  This started because I had purchased a dress for her that she was considering buying for a dinner party.  I gave her the dress early, she gave me some new slippers, and off we went.  Its like an unorganized 12 Days of Christmas, but we are enjoying it.

Anyways… For one of her gifts we visited Macy’s so she could purchase new makeup, lotions, cleansers and whatever else she requires.  I have participated in this process before, and I happily assume my spot in the queue of husbands in the fire lane, waiting for their wives while listening to ESPN Radio.

After a period of time, I decided to go in and ask for a status update.  I found her at the Chanel counter engaged in a what appeared to be a very fun and exciting conversation with one of the ladies behind the register.  As I approached they finished talking, and my wife walked toward me beaming with joy.  I have no background knowledge of Chanel, but my first impression is now very positive.

In the car ride home I learned that the Chanel salesperson had assisted her in selecting a vast array of products, was very informative, and did not apply any pressure to purchase.  She was generous with her time and knowledge, and this made my wife very comfortable.  By the end of the discussions, she was happy – even eager – to purchase from this salesperson.

On Tuesday we received a hand-written Christmas card from the Chanel salesperson.  It was mailed from her home address and explained how much she enjoyed her discussions with my wife.  She also included coupons for future purchases and all of her personal and professional contact information.

Now this is a great salesperson!  In under an hour she developed a relationship with her prospect, conveyed her deep expertise, and offered assistance without the expectation of a sale.  After my wife chose to buy she continued her effort to build a long-term, repeat purchase relationship by sending a personalized hand-written note and coupons to induce future visits.

At times I have provided this level of care to my clients, at other times I have missed steps due to time constraints.  Looking forward to 2011, I intend to deliver maximum value without the expectation of a sale – and when prospects do purchase, I will make sure I show my gratitude and open the door for a long-term relationship.  Meanwhile, I am going to see if Chanel makes either of the bathroom products I use – deodorant and shaving cream.

Originally Posted on December 16, 2010 by John Scranton

 

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StartUpSelling Insurance Marketing Team Publishes 2,000th Blog

  • Posted on November 15, 2016
  • by John Scranton

Insurance Web MarketingStartUpSelling’s team of insurance marketing and lead generation professionals are pleased to announce they recently published their 2,000th blog post. Visit their blogs to learn about:

If your insurance agency would like to improve marketing or lead generation in 2017, contact us today.

 

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Posted in: Blogging, Insurance Agency Marketing, Insurance Agency Web Marketing, Insurance Marketing, Insurance Web Marketing
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From the Archives: Irresistible Blog Titles

  • Posted on November 2, 2016
  • by John Scranton

Insurance Agency MarketingI just clicked on a LinkedIn post titled Irresistible Something. Or was it Blah Blah Irresistible? I can’t recall, but I had to click. Because, well, it was irresistible!

I would have passed on a good or even a great post, but irresistible? No chance. The lesson here is that social media postings, blog titles, email subject lines and website verbiage are significantly impacted by subtle nuances.

The web marketing landscape is cluttered with noise, but there is room in the long tail to be exceptional and gain mind-share from coveted prospects. I challenge you to find the subtle changes that make your content irresistible.

Originally Posted on March 28, 2013 by John Scranton

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Insurance Social MediaIndustry experts say that great insurance marketing begins with a quality. Insurance agencies and wholesale brokers that do not blog consistently (at least once a week), are missing a big opportunity to impress prospects and clients, and to help improve the effectiveness of their insurance websites. Here are seven reasons that agencies and brokers should have a quality blog:

  1. Drive Website Traffic: A blog, preferably with original content, helps drive clients and prospects to your insurance website. It gives them a reason to visit, and a reason to stay.
  2. Convert Traffic Into Leads: Quality blogs will help convert visitors into interested prospects. Prominent and professional “Calls To Action” will glean prospect information and increase inbound inquiries.
  3. Establish Credibility: Demonstrate expertise by offering timely and topical blog content. High quality blogs answer common questions prospects and customers might have.
  4. Content Baseline: Use your blog to share or repurpose your content in many ways. Send the blog link to prospects, leverage the blog in eMarketing campaigns, share the blog with social media, join and create groups on LinkedIn and post your content to these groups.
  5. Convert to Case Studies, Online Publishers and Vlogs: A succinct blog can be converted into a one page case study, 400 word article or even a recorded video. This repurposed content further extends your messaging, expertise and audience.
  6. Improve Insurance SEO: Blogs help improve insurance search engine optimization. Your original content is indexed by search engines such as Google and Bing, and helps prospects find your insurance agency website through organic searches.
  7. Insurance Website Stickiness: Blogs can and should be one of your most visited website areas, with the longest visit duration on your website. Website visitors impressed with a blog, will be impressed with your expertise.

Some insurance agencies and wholesale brokerages lack the time or resources to create a consistent and professional blog. In these cases they can outsource this important marketing initiative to a proficient insurance agency marketing firm. For more information on territory exclusive Insurance Agency Marketing Solutions visit: http://www.startupselling.com.

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Should Insurance Agencies & Wholesale Brokers be Blogging?

  • Posted on June 3, 2016
  • by John Scranton

Insurance Agency BloggingIt’s the 21st century and it is now time for insurance agencies, wholesale brokers and MGA’s to begin blogging.

Agencies establish and build relationships on trust. Clients feel the need to trust that their agency is doing all they can, to protect them or their business. Blogging is a great solution for this. It helps build faith in the brand and image of the agency or brokerage. And more importantly, blogging accomplishes the following:

  • Brings the website to life – Most websites are like digital brochures. A blog brings life to the agency website with a dynamic appearance. Moreover, regular blog posts give customers and readers a reason to visit the site again. Agencies and wholesale brokers should also share blog content on social media sites and drive the traffic to the website.
  • More and more pages to grab attention – Each and every blog is another chance to grab the attention of a reader. Optimizing for search engines increases the likelihood your posts will appear in search results and drive new traffic to the website. Using targeted keywords and phrases improves search rankings.
  • Leader in the industry – By blogging, agencies can position themselves as a leader in the industry. A blog puts proficiency and expertise on display. Prospects and clients will instantly start building trust when they see value.

All the above caters to one specific need – engaging the targeted audience. After all the insurance industry is a “people’s business.”

To learn more about how StartUpSelling can aid your company’s content marketing needs click here.

 

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Insurance Social MediaMany insurance agencies fail to harness the marketing power of a blog. Note the important rewards of a successful blog:

  • Increase website traffic
  • Create new prospect opportunities
  • Improve client relations/retention
  • Position your agency as a thought leader

Here are a few guidelines that insurance agencies should follow to deploy the power of a blog:

  1. Humanize your content- A blog is much more words on a page. Well written content will create a voice of its own and engage prospects.
  2. Improve your customer service – A blog can be an interactive forum where your agency experts can answer client questions, resolving complex issues or providing key updates.
  3. Give them what they want – Clients/prospects want to easy access to information. By consistently sharing targeted content, you position your agency as a reliable source for the future.
  4. Generate more traffic – Blogs attract new readers and in turn new website visitors. You can encourage website visits by leveraging keyword phrases and internal links as calls to action.
  5. Position yourself as an industry expert – Increase your authority by posting current, relevant  and targeted information that is important to your prospects.

To know more about how blogs can improve your web marketing program, visit us at StartUpSelling.

Originally Posted on January 20, 2015 by John Scranton

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  1. Insurance Agency MarketingContent Conveys our Expertise and Value Proposition – If you read 2 or 3 entries of this blog, you will learn what StartUpSelling provides, why we feel it is important and how we believe we are different. This sounds like information that would be included in a sales pitch, but in a blog it is woven into the fabric of useful and educational information. Blogging allows prospects to learn and glean valuable insights without commitment, and allows the writer to deliver their marketing message – at the same time.
  2. Its Another Venue to Interact with Clients and Prospects – Some prospects like to talk on the phone, some like to interact via email, some like to connect on LinkedIn. Others like to read your content for weeks or even months before they develop an interest in the source. We regularly have conversations with prospects who explain they have been following our blogs and over time realized that their needs exceeded what they can read about and implement internally – now they enter our pipeline.
  3. Blogging Allows me to Share What I Learn Expeditiously  – When I am working with clients and colleagues or learning from other industry experts I pick up many useful insights and concepts. A B2B blog gives me the opportunity to quickly apply that insight and pass along the information. A few minutes ago I had a reminder of the value of a blog, now I am sharing that reminder with you.

Originally Posted by John Scranton on January 30, 2012

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Posted in: Blogging, Business, Content Marketing
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This year my wife and I have been exchanging Christmas gifts as we buy them.  This started becuase I had purchased a dress for her that she was considering buying for a dinner party.  I gave her the dress early, she gave me some new slippers, and off we went.  Its like an unorganized 12 Days of Christmas, but we are enjoying it.

Anyways… For one of her gifts we visited Macy’s so she could purchase new makeup, lotions, cleansers and whatever else she requires.  I have participated in this process before, and I happily assume my spot in the queue of husbands in the fire lane, waiting for their wives while listening to ESPN Radio.

After a period of time, I decided to go in and ask for a status update.  I found her at the Chanel counter engaged in a what appeared to be a very fun and exciting convesation with one of the ladies behind the register.  As I approached they finished talking, and my wife walked toward me beaming with joy.  I have no background knowledge of Chanel, but my first impression is now very positive.

In the car ride home I learned that the Chanel salesperson had assisted her in selecting a vast array of products, was very informative, and did not apply any pressure to purchase.  She was generous with her time and knowledge, and this made my wife very comfortable.  By the end of the discussions, she was happy – even eager – to purchase from this salesperson.

On Tuesday we recieved a hand-written Christmas card from the Chanel salesperson.  It was mailed from her home address and explained how much she enjoyed her discussions with my wife.  She also included coupons for future purchases and all of her personal and professional contact information.

Now this is a great salesperson!  In under an hour she developed a relationship with her prospect, conveyed her deep expertise, and offered assistance without the expectation of a sale.  After my wife chose to buy she continued her effort to build a long-term, repeat purchase relationship by sending a personalized hand-written note and coupons to induce future visits.

At times I have provided this level of care to my clients, at other times I have missed steps due to time constraints.  Looking forward to 2011, I intend to deliver maximum value without the expectation of a sale – and when prospects do purchase, I will make sure I show my gratitude and open the door for a long-term relationship.  Meanwhile, I am going to see if Chanel makes either of the bathroom products I use – deodorant and shaving cream.

Originally Posted on December 16, 2010 by John Scranton

 

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Irresistible Blog Titles [From the Archives]

  • Posted on August 19, 2015
  • by John Scranton

Insurance Agency MarketingI just clicked on a LinkedIn post titled Irresistible Something. Or was it Blah Blah Irresistible? I can’t recall, but I had to click. Because, well, it was irresistible!

I would have passed on a good or even a great post, but irresistible? No chance. The lesson here is that social media postings, blog titles, email subject lines and website verbiage are significantly impacted by subtle nuances.

The web marketing landscape is cluttered with noise, but there is room in the long tail to be exceptional and gain mind-share from coveted prospects. I challenge you to find the subtle changes that make your content irresistible.

Originally Posted on March 28, 2013 by John Scranton

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