Social Media – A Fast & Simple Solution To Client Feedback

  • Posted on May 4, 2017
  • by John Scranton

Insurance Agency SEOBake a cupcake instead of a cake. Why? The answer is simple. Begin small.

You can bake a cake for several of your friends. But when you bake cupcakes, you show individual attention and commitment. Social media marketing creates the same phenomenon.

Client feedback is like oxygen for a business, and as the connected generation continues to grow, social platforms become an increasingly effective tool to glean feedback.

Social media has rapidly gained the attention and enthusiasm of many, and businesses can leverage their passion to generate feedback.

This process creates access to the thoughts and feelings of your clients and offers the opportunity to understand their needs and expectations. Examples of what social media can provide:

  1. Buzz generation
  2. Listening aids to hear client feedback
  3. Uncover potential issues & glean suggestions
  4. Generate client testimonials

Social media may seem daunting and challenging, but once initiated agencies will uncover great opportunity. To learn more, click here!

Originally Posted on January 27, 2015 by John Scranton

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1As more and more business-to-business organizations are embracing the power of social selling, content marketing is fast becoming an important technique to success in the new marketing dynamic of social media marketing. This includes middle market P&C and large group benefits brokers.

Understanding the role content plays in the sales funnel is a key element of designing a winning strategy. Knowing how to use online content to attract a potential customer, make a connection and build a relationship that leads to a deal is critical to your online marketing effectiveness.

In today’s internet-based world of commerce, successful sellers are content creators. Today’s customers recognize the value of information to help them make buying decisions. The best social selling teams and representatives are content creators who know how to deliver the right content to the right customer at the right time in the sales cycle. Research shows that consumers spend a great deal of time online self-educating – searching, reading and researching. Many have made a buying decision before even reaching out to a company representative.

  • 90% of customers start their purchasing decision with a search engine. (Forrester) Provide the type of content that will get you found early in their search efforts. LinkedIn, Twitter and Google Search are top B2B search networks. This is the “secret sauce” to beat and differentiate yourself from your competition.
  • 46% of buyers consume content weekly. 37% spend time daily to better understand business problems and solutions, reports ITSMA/CFO. Another study found that buyers will consume at least 3-4 content pieces to help them make a purchase decision.
  • 45% of buyers require person-to-person contact in the buying process, reports ITSMA/CFO. Customers are looking for expertise and answers to their questions. LinkedIn and Twitter are excellent avenues for demonstrating your expertise through content.

There are three important reasons to use content to build your social selling advantage.

  1. Unique, relevant content will differentiate your company from your competition. People are tired of being sold to. When you offer useful, distinctive, remarkable content you are signaling to the potential client that you are here to help. People will naturally gravitate to sources of beneficial information, where they will be turned off by relentless inundation to try to get a prospect on the hook.
  1. Content can address common sales objections. A well-crafted article or blog post can help answer frequent questions or protestations before they even become a full sentence.
  1. Content marketing will help move prospects through the stages of buying. At each stage, the customer will be hungry for the next stage – so make sure you give it to them! Your bottom line will thank you!

Interested in learning more about you can gain a competitive edge with a content marketing strategy? Contact StartUpSelling and we will be happy to help you explore how content marketing can benefit your company. Call us today at (518) 222-6392 to get started. We’d love to hear from you!

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Posted in: Content Marketing, Social Media
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Spotlight Your Insurance Agency with a LinkedIn Showcase Page

  • Posted on October 10, 2016
  • by John Scranton

1LinkedIn Showcase Pages are an under-utilized feature of LinkedIn that can be very beneficial for insurance agents, brokers and wholesalers. Many agencies and brokers are complex. LinkedIn Showcase Pages provide companies with multiple brand messages to segment them easily and deliver them to the right audiences.

Showcase Pages are an extension of your company’s main LinkedIn page, making it easy for interested parties to find and link to the Showcase Page that offers the targeted information they are seeking. Your main company page serves as the primary “landing page” and central messaging hub for your audience; each individual Showcase Page is the ideal place to deliver relevant, compartmentalized information that is specific to a particular aspect of your business.

It’s ideal for you to create a separate social media presence for each segment of your audience because it allows you to focus your messages to the audience that is most interested in that topic and eliminate the irrelevant information for that segmented population. In essence, LinkedIn Showcase Pages allow you to deliver the right message to the right audience.

Here are the benefits of using Showcase Pages in LinkedIn:

  1. Showcase Pages are designed to spotlight a product or service your company offers. The layout and format of the page encourages beautiful graphics with a large, custom banner, a description and a direct link to the corresponding page on your website. For example, you could design a Showcase Page to feature Employee Health Plans, Commercial Transportation Coverage or Business Insurance.
  2. Unlike many other social network pages, the Showcase Page does not have a sidebar, so your viewers are not distracted by advertising next to your feature.
  3. You can post updates specific to your segmented topic on its Showcase Page.
  4. People can follow and engage with you about your products and services directly so you can learn more about what content that is beneficial to them.
  5. All of your Showcase Pages will be displayed on each of your Showcase Pages, as well as a link to your main Company Page.
  6. Your Showcase Pages are easy to find in the sidebar next to your Company Page.
  7. In general, LinkedIn Company Pages are good for SEO. Google loves LinkedIn Pages; they tend to rank high in search engines if they’re properly optimized. The higher your follower numbers and the more they are engaged with your company, the higher you will rank in search results.

Interested in learning more about you can gain a competitive edge with LinkedIn Showcase Pages? Contact StartUpSelling and we will be happy to help you explore how Showcase Pages and other social media marketing tools can benefit your company. Call us today at (518) 222-6392 to get started. We’d love to hear from you!

 

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Posted in: Content Marketing, Insurance Web Marketing, Social Media
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Insurance Social Media MarketingJoin us for this brief, complimentary webinar and learn how effective mobile websites and social media improve marketing, generate leads and enhance client service. Subject matter experts will explain how insurance agencies leverage mobile and social tools to expand reach, convey value and engage new prospects. These tools also allow agencies to deliver high-level service to existing clients, improving retention rates and cross-sale opportunities. Topics include:

  • Mobile vs. Responsive vs. Apps – What Do You Need?
  • How Social Media Expands Reach and Enhances Brand/Image
  • How Can Agencies Generate Leads with Social Media
  • What Social Networks are Most Critical? Why?

Date & Time:  Thurs, Sept 22, 2016 12:00 PM – 12:20 PM EDT

To Register: https://attendee.gotowebinar.com/register/4018173316025161985

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Posted in: Insurance Agency Lead Generation, Insurance Agency Marketing, Insurance Marketing, Social Media
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Insurance Social Media MarketingJoin us for this brief, complimentary webinar and learn how effective mobile websites and social media improve marketing, generate leads and enhance client service. Subject matter experts will explain how insurance agencies leverage mobile and social tools to expand reach, convey value and engage new prospects. These tools also allow agencies to deliver high-level service to existing clients, improving retention rates and cross-sale opportunities. Topics include:

  • Mobile vs. Responsive vs. Apps – What Do You Need?
  • How Social Media Expands Reach and Enhances Brand/Image
  • How Can Agencies Generate Leads with Social Media
  • What Social Networks are Most Critical? Why?

Date & Time:  Thurs, Sept 22, 2016 12:00 PM – 12:20 PM EDT

To Register: https://attendee.gotowebinar.com/register/4018173316025161985

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Posted in: Insurance Agency Lead Generation, Insurance Agency Marketing, Insurance Marketing, Social Media
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v1-thmbWhen I was 11 years old I ran in the Utica Boilermaker road race for the first time.  This 15K event was by far the longest race I had attempted.  With my father’s help, I trained for the race for several months, gradually extending my endurance to the appropriate level.  On race day, I was able to overcome searing July sun and finish the race, only walking once through a water station around the 6 mile mark.

As with any milestone achievement, my family was very proud and congratulatory.  Most of my friends were as well.  However, I can recall a couple of friends saying “You ran almost 10 miles in July?  Why would anyone do that?”  At some point over the weekend, I will surpass 1,000 LinkedIn connections.  Most of my colleagues will be impressed, but I am sure a few will ask “Why bother?” – here are the top 5 reasons:

  1. I communicate and interact with clients
  2. I am contacted by prospects regularly
  3. I discover new suspects
  4. I receive employment opportunities
  5. I learn about industry updates quickly

Each new connection expands my reach and improves the valued derived from LinkedIn in all 5 of the above areas.  Plus, accumulating connections is much easier than running over a hilly 15K course in the summer sun.

Originally Posted on September 21, 2012 by John Scranton

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Posted in: Social Media
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Insurance Social Media MarketingJoin us for this brief, complimentary webinar and learn how effective mobile websites and social media improve marketing, generate leads and enhance client service. Subject matter experts will explain how insurance agencies leverage mobile and social tools to expand reach, convey value and engage new prospects. These tools also allow agencies to deliver high-level service to existing clients, improving retention rates and cross-sale opportunities. Topics include:

  • Mobile vs. Responsive vs. Apps – What Do You Need?
  • How Social Media Expands Reach and Enhances Brand/Image
  • How Can Agencies Generate Leads with Social Media
  • What Social Networks are Most Critical? Why?

Date & Time:  Thurs, Sept 22, 2016 12:00 PM – 12:20 PM EDT

To Register: https://attendee.gotowebinar.com/register/4018173316025161985

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Posted in: Insurance Agency Lead Generation, Insurance Agency Marketing, Insurance Marketing, Social Media
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Unleash the Power of Social Media Marketing [From the Archives]

  • Posted on August 17, 2016
  • by John Scranton

Insurance Agency Social Media MarketingFifty-five percent of insurance consumers say they would use one or more of a variety of insurance services offered through social media – a number too big to ignore! (Accenture, 2013.) In today’s online world, consumers and business owners go to the internet when considering a purchase of any kind. They usually start with a Google search to learn more about the available alternatives to read user-generated reviews. They often go to Facebook, Twitter or LinkedIn before making a buying decision. At each stage of the buying cycle, opinions are being formed about the products and agencies being considered.

For us in insurance – an industry built on both products and services – internet reviews and social media play an integral part in credibility. Potential clients, especially millennials, trust advice they find on social media about the best insurance products, agencies, brokers or carriers.

Here are some ways your company can stay up-to-date with a strong online presence that supports an online community:

  1. Use the internet to facilitate better communication between brokers and customers.
  2. Stay in-touch with your clients and their important life events. This will help you provide a more personal and relevant online experience for your clients.
  3. Use the internet to keep your company modern through current marketing campaigns. This helps to build trust and demonstrates credibility.
  4. Use social media to introduce new ideas and innovative products. Be sure to use mobile applications too.
  5. Implement a social media customer service plan. “Consumers that have a positive social care experience are nearly three times more likely to recommend a brand to other and nearly 40 percent of companies experience a 10 percent reduction in support costs from implementing social care, with greater customer satisfaction.” (Accenture, 2013.)
  6. Use social media as a claims management tool. This allows carriers to interact with customers throughout the claims process and helps to accelerate the recovery process.

 

 

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Posted in: Social Media
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Insurance Social Media MarketingJoin us for this brief, complimentary webinar and learn how effective mobile websites and social media improve marketing, generate leads and enhance client service. Subject matter experts will explain how insurance agencies leverage mobile and social tools to expand reach, convey value and engage new prospects. These tools also allow agencies to deliver high-level service to existing clients, improving retention rates and cross-sale opportunities. Topics include:

  • Mobile vs. Responsive vs. Apps – What Do You Need?
  • How Social Media Expands Reach and Enhances Brand/Image
  • How Can Agencies Generate Leads with Social Media
  • What Social Networks are Most Critical? Why?

Date & Time:  Wed, Aug 24, 2016 1:00 PM – 1:20 PM EDT

To Register: https://attendee.gotowebinar.com/register/4018173316025161985

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Posted in: Insurance Agency Lead Generation, Insurance Agency Marketing, Insurance Marketing, Social Media
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