Blogging Guidelines for Insurance Marketing & Lead Generation

  • Posted on April 25, 2017
  • by John Scranton

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 by John Scranton on January 20, 2015.

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Posted in: Insurance Agency Leads, Insurance Agency Marketing, Insurance Agency Web Marketing
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Using Insurance Agency Webinars to Fill the Sales Funnel

  • Posted on January 19, 2017
  • by John Scranton

Insurance Agency WebinarsLet’s say that I am making a micro marketing plan for the ensuing two weeks, and I want to ensure that I have a plan of attack that will yield a certain number of clients in the balance of the month.  This process begins with the “closes” but ends with “eMarketing and web seminars.”  Let me explain this basic micro marketing concept.  The numbers and ratios are aggregated, based on information from our clients and colleagues, but represent an accurate representation of many agency producers.

  1. You would like to add 3 new clients over the remaining 3 weeks of March
  2. You close, on average, 40% of proposals, so you will need 7 or 8 proposals.
  3. You have 4 proposals outstanding and need 4 more to achieve the 8 noted above.
  4. You convert 60% of your appointments into proposals, so you need about 7 appointments.
  5. You schedule 1 appointment every 5-6 calls to eMarketing and webinar prospects.
  6. You need to 40 warm leads from eMarketing and webinar campaigns.
  7. You typically yield 50 interested prospects from an eMarketing/webinar campaign.
  8. You need to run 1 eMarketing/webinar campaign.

Insurance MarketingWhen properly executed, insurance agency eMarketing and insurance agency webinars identify vast numbers of interested prospects.  A lead generation campaign like this dramatically simplifies your task of filling the top of the sales funnel, improves conversion and closing ratios, and allows you to reach your sales goals with much greater efficiency.

Originally Posted on March 11th, 2011 by John Scranton

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Posted in: Insurance Agency Marketing, Insurance Agency Web Marketing, Insurance Marketing, Insurance Web Marketing, Web Seminars
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Our Days of Cold Calling are Over [From the Archives]

  • Posted on December 21, 2016
  • by John Scranton

Do you like cold calling? I know there are some of you out there who truly enjoy cold calling. It can be exciting, and if you can deal with rejection, it will eventually be effective. But in my estimation, most salespeople view cold calling like eating their vegetables: it is not something they enjoy, but understand it is required for growth.

However, the owner of an agency recently told me that “our days of cold calling are over.” How? Is he going out of business? Actually, he is experiencing significant growth and looking to add producers. Insurance agency marketing without cold calling, but how? An effective web marketing strategy that includes:

  • eMarketingInsurance Agency Web Marketing
  • Web Seminars
  • Content-Rich & Current Website
  • eCollateral
  • Client Testimonials
  • Website Video
  • Social Media
  • SEO

Insurance agency lead generation no longer has to revolve around telemarketing. In the web 2.0 era, agencies both large and small can embrace the cost-effective tools available to us to expand their pipeline without spending hours cold calling.

Posted on July 28th, 2010 by John Scranton

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Posted in: Insurance Agency Marketing, Insurance Agency Web Marketing, Insurance Marketing, Insurance Web Marketing
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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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Forcing Function vs. Failure [From the Archives]

  • Posted on October 24, 2016
  • by John Scranton

1Recently my team met with a prospective client to discuss a website development project.  This great group of talented people mentioned that they have had difficultly with internal website projects in the past.  We responded by explaining that this is very common, and is in fact one of the reasons StartUpSelling exists.  We provide project management and become a forcing function to meet deadlines, goals, and to complete projects.

Many of you who have handled website projects internally (or outsourced design and coding but provided content, editing and project management) can relate to the obstacles standing in the way of success.  Tell me if any of these scenarios sound familiar:

  • Our CEO has not yet approved the design.  Of course s/he hasn’t – s/he just interviewed a new producer over lunch and is trying to buy another agency this afternoon.  Maybe the website will earn 5 minutes of attention on a Sunday night.  Maybe not.
  • Our benefits and financial services pages are not yet approved by compliance.  And it might be weeks before they do.  Your internal financial services director is in Chicago closing a 401k for a 500 life group.  No time to make another follow up with the broker/dealer.
  • We can’t agree on the navigation structure.  Since there is no website design specialist on your team, it is going to be impossible to select the right nav.  My web dev team would not be able to build consensus and select the best health plan for their needs – its not their job.  Nav design isn’t yours.

These are just a few of dozens of stumbling blocks we have seen insurance organizations experience.  Everyone already has a day job.  Allocating time to project manage a website is not realistic.  A forcing function is needed from an expert in the field.  Without a forcing function, a project is destined for failure.

Originally Posted on February 22, 2013 by John Scranton

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Posted in: Business, Insurance Agency Web Marketing, Insurance Agency Websites, Insurance Web Marketing
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