Insurance Agency SalesAs an insurance agency owner, what are your marketing and lead gen concerns? Are they impacting your growth and profitability? Are you concerned with any of the following challenges?

  • I need a high quality prospect email list
  • My website looks out of date and isn’t mobile compliant
  • We’re not leveraging social media to its full potential
  • I need a consistent email drip campaign to stay in front of prospects
  • I need more/better leads for my Producers
  • My agency and services have evolved – I need new closing tools for my Producers

If you are concerned with any of these issues, email us at info@startupselling.com or call us at (518) 222-6392 to schedule a complimentary, no-obligation marketing and lead generation review. In only 15 – 30 minutes, our marketing experts can show you what other successful agencies are doing to grow the top line.

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Posted in: Insurance Agency Marketing, Insurance Marketing
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Should Insurance Agencies be Blogging?

  • Posted on May 22, 2017
  • by John Scranton

Insurance Agency BloggingIt’s the 21st century and it is now time for insurance agencies and broker 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.

Originally posted by John Scranton on February 20th, 2015.

 

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Posted in: Blogging, Insurance Marketing
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Insurance Video MarketingInsurance agencies and brokers need to realize exactly what video marketing is. Most marketing videos are short 1-5 minute videos focused on specific topics. Video is vital. Statistics show visitors are many times more likely to watch a video than they are to read content. So why is video marketing such a big opportunity?

  • It is efficient
  • It is consistent
  • It is cost-effective
  • It is simple
  • It improves SEO
  • Its engaging

Here are a few ways insurance agencies and wholesale brokers can incorporate video:

Testimonials – This is one of the most important reasons to use video marketing. The impact of a customer’s testimonial can accomplish more than the best salesman. It doesn’t have to be a highly sophisticated recording; simple words to enhance the value of your service can do so much.

FAQ Session – Leverage video as a medium to solve customer inquiries and challenges. A short video clarifies more ambiguity than an actual document. An added bonus is that this will boost website traffic.

Comical Skit about Insurance – Be fun and unpredictable. Give your clients and prospects something to smile and laugh about. Have a freaky Friday session at work and share it. This will liven up the relationship with clients.

Risk Reports – Create a video about the fire damage, prevention and safety precautions. Showcase the role your claims team will play during an incident.

Remember, video marketing is an agency or broker’s chance to be creative, realistic and welcoming; a chance like no other.

To know more about video marketing visit StartUpSelling.

Oringinally Posted on February 13, 2015 by John Scranton

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Insurance Email Marketing

  • Posted on May 15, 2017
  • by John Scranton

Insurance Email MarketingSometimes it helps to simplify complex marketing initiatives such as insurance email marketing. For many agents, brokers and wholesalers, creating a successful email marketing initiative can seem like a daunting task. If we drill down to the essential components, a simple way of looking at these campaigns is shown below:

Who: Email List Generation
What: Topic & Content
When: Date, Time & Frequency
Where: Call to Action
Why: Lead Conversion

The key to successful insurance email marketing lies in the ability to engage prospects and clients with relevant information on a consistent and professional basis. The goal is to build a trustworthy online relationship with both prospects and clients. Agents, brokers and wholesalers can leverage email marketing to extend their brand, to provide credibility and to demonstrate thought leadership. [Read More…]

Originally Posted on February 10, 2015 by John Scranton

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Posted in: eMarketing, Insurance Agency Marketing, Insurance Marketing
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Staff Up or Outsource Your Insurance Agency Marketing?

  • Posted on February 13, 2017
  • by John Scranton

Insurance Agency MarketingMost agencies know they need to improve their marketing, embark upon a digital marketing program, embrace social media marketing and update their website. All of these are important to the long term success of an agency. To accomplish this, agency owners need to determine how and when to spend valuable budget dollars. This invariably leads to the question of adding staff, attempting to leverage inexperienced internal resources, or outsourcing marketing initiatives. Let’s review these three options.

Option 1 – I’ll use a recently graduated family friend: It is a rare occurrence when this option will work out for most agencies, and it’s one of the most expensive options they can select. The fully burdened cost is likely to exceed $50,000 a year, and the recent graduate likely “doesn’t know, what they don’t know”. These inexperienced resources need to understand website development, insurance agency emarketing, social media marketing, and insurance agency search engine optimization. There are 5 different skill-sets needed for this list, plus the overall experience necessary to successfully execute these initiatives. So not only does the agency pay the $50K, they also pay for all of the on the job mistakes, errors in judgment, technical deficiencies, and industry inexperience.

Option 2 – I’ll hire a marketing VP: This is likely a better solution than option 1, albeit requiring even more budget dollars. An experienced marketing VP (let’s call this person a $100,000+ resource) will bring both knowledge and know how to the table. Yet even with this resource the agency will undoubtedly require specialized skills and tools in the areas of web development, insurance agency search engine optimization, insurance agency emarketing, graphic design and more. A variation on this theme is to hire a seasoned marketing manager, perhaps a $75,000 a year resource with some of the experience and skills noted above.

Option 3 – I’ll outsource my marketing to an insurance agency marketing firm: There is a well known paradigm called “Good, Fast, Cheap”. In this paradigm, you’re supposed to pick which two of the criteria you want (Good and Fast, Good and Cheap, Fast and Cheap). But in our new internet based world, it is possible to get all three, services and solutions that are good, fast and cost effective. Agencies can select an experienced insurance agency marketing firm, and get all of the services mentioned above at a lower cost than even Option 1, the inexperienced college graduate.

Agencies thinking of outsourcing some or all of their important marketing initiatives should contact the insurance agency marketing experts at StartUpSelling. For more information on territory exclusive insurance agency marketing and lead programs, call (518) 222-6392 for a complimentary insurance agency marketing review.

Originally Posted by Alan Blume on May 15, 2014

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Posted in: Insurance Agency Marketing, Insurance 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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Insurance Agency Marketing – Consistency is the Key

  • Posted on January 17, 2017
  • by John Scranton

Insurance MarketingFor the past decade, StartUpSelling’s most successful clients have shared a common theme: consistency. Each client in this elite group launched their unique insurance agency marketing campaign and never wavered – unrelenting in the delivery of their message and value proposition to their target market. Prospects know their names, understand their areas of expertise, and are open – even eager – to engage in a dialogue. This is the goal of marketing and lead generation, and it can be accomplished by a targeted and consistent approach.

A client once described the marketing and lead gen campaign StartUpSelling designed for his agency as “continual and relentless” – and that was exactly the goal. By sending targeted email campaigns, running educational webinars and engaging interested prospects with follow up calls, the initiative carried the agency’s message to target prospects and capitalized on opportunities created over time.  Building momentum and cache as the campaign developed.

I call up the image of Andy Dufresne chipping away at the wall of his cell with his tiny rock hammer in Shawshank Redemption. He never wavered, consistently inching toward his goal. We have an advantage that Andy did not: digital marketing. We are working with a jack hammer instead of a rock hammer, and if we apply pressure consistently over time, marketing and lead gen campaigns with unearth tremendous value.

Originally Posted on January 15, 2014 by John Scranton

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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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Tip #5: Measure and Refine

The final tip is by far the most simplistic, but also very important.  As you work through the process of defining your profile, crafting your value proposition, identifying interested prospects and reaching out to them (as outlined in tips 1-4 below), you must measure the success of each step.  Is your profile accurate?  Is your pitch effective?  Are your email messages deliverable and attracting the right prospects?  Are your phone calls generating in-profile activity?  Determine what works and what does not – then refine your approach and repeat the steps.  There are no shortcuts in marketing, but these 5 tips will provide a guide to move you along in the process.

Originally Posted on July 23, 2013 by John Scranton

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