Insurance Web MarketingOne of the most common questions insurance agencies, brokers and wholesalers pose is “why do I need to invest in my online presence?” This is an excellent question that needs to be addressed.

Corporations prefer companies with a strong online presence.

First and foremost, today’s buyers expect to be able to visit an insurer’s website. A study by J.D.Power found that 52% of insurance shoppers start their shopping process online, and 73% visit at least one insurer’s website at some point during their shopping experience.” Potential customers will compare your website, social networks, testimonials and reviews, and other elements of your online presence with your competitors and usually choose the company they “like” the best.

Businesses are buying more online.

As much as consumers are buying online, businesses are buying more. Forrester Research Inc. predicts that B2B sales next year will likely more than double. The online presence of your agency builds your search engine findability and boosts your business in Google ranking.

Gives your business a competitive edge.

You have competition online. If your direct competitors don’t have a strong online presence yet, they will. Establishing – and enhancing – your online presence gives your business the competitive edge it needs.

Increases brand awareness and recognition

As the insurance industry becomes more competitive, one of the biggest challenges agencies face is how to build their brand.  The internet is available 24/7. This means that potential customers have the opportunity to become aware of your business at anytime, day or night. Having an online presence is like having billboards up all around town. Your online presence is an advertisement of your brand that never sleeps!

Increases trust and credibility

Companies are nervous about buying from insurance agencies they don’t know, especially businesses that seem “spammy” or lack integrity. Your online presence can help to dispel these fears if done right. Your website needs to be high quality; your content needs to be professional (and be spelled correctly, grammatically correct and easy to comprehend.) Your images and graphics need to be attractive and have a high resolution. You need to answer your prospective customer’s questions in a way that shows you understand their needs and point-of-view. Your agency needs to show consistency to demonstrate trustworthiness and reliability; customer reviews and testimonials will go a long way to establishing trust and influence the decision making process.

Learn about your customer

Successful agencies, brokers and wholesalers know that they need to establish and build relationships with their customers. Your online presence helps you do this through content and through listening tools. Being able to listen to the needs and wants of the companies that buy from you helps fine tune your offers and expand your business offerings in ways that will be attractive.

Measure your effectiveness to increase your ROI

The effectiveness of your online presence can easily be tracked and analyzed, giving you important data that can help you make improvements. Measuring the performance of your business gives you valuable information that will put you ahead of your competition.

While having a strategic online presence that is research-based and relentlessly executed does require an ongoing investment, an internet presence that is done right can have a major positive impact on the future. Regardless of your business type or size, don’t let the low-hanging opportunity of building equity in your online presence slip through your fingers.

Originally Posted September 2016 by John Scranton

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5 Insurance Agency Web Marketing Best Practices

  • Posted on August 7, 2017
  • by John Scranton

Insurance Agency Marketing - Insurance Agency LeadsWrite a Blog – Your marketing team should post weekly (if not daily) blogs that will be of interest to your target audience. Offer solutions to problems, complimentary advice and deliver value.  A great example would be a web marketing company sharing web marketing best practices.

Record a Video – YouTube has experienced a meteoric rise in popularity, however many business continue to lag in the video space. Record the seminars and webinars that you are already presenting.  Record vlogs at your desk during downtime.

Share Everything – Posting a blog to your website is good, sharing it with LinkedIn connections and Twitter followers is better.  Posting a video to your website is good, posting it to YouTube is better.  Make sure you capitalize on your efforts by proliferating your content across the web.

Measure Analytics – What works? What doesn’t?  You will never know unless you are monitoring and measuring your traffic and analytics.  At a minimum, Google Analytics and StartUpSelling Visitor ID should be installed on your website.  This combination of tools will show you the who, what, when, where and why of website traffic and conversions.

Do Not Sell – Insurance Agency Web Marketing success is completely contingent on your ability to deliver value without selling your product.

Originally Posted on November 2, 2012 by John Scranton

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1Click here to view Tips 1 & 2.

3. Build an Editorial Calendar

Use an editorial calendar to stay organized. Put Industry Events, Holidays, Contests, Giveaways, Book Releases, and News Events in it. There are a lot of tools including Google Calendar, Outlook, and paper calendars that you can use. Spreadsheets can be useful too. Be adaptable and flexible.

4. Use Notifications

Give notification a second chance. You need to be on top of interactions and respond in a timely manner. You don’t need to be on social media 24/7. In general, a 24 hour window of time for responses on social media is acceptable.

Bonus Tips: How to Manage Social Media in One Hour Per Day

  • Review your Feedly page first thing in the morning while you drink your coffee – 10 minutes
  • Conduct a blogging blitz and write, edit and schedule blog posts – 30 minutes
  • Execute a neighborhood check-in twice a day – review your social networks and respond to comments, followers, retweets, customer service questions, etc. – 10 minutes
  • Perform a community search to build your network (work on different networks each day) – 10 minutes
  • Share the workload! Delegate social media tasks to other staff members. Many hands make light work.

Originally Posted May 7, 2015 by John Scranton

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1Social media is here to stay.  As a matter of fact, social media will continue to be integrated into our lives, just like the internet itself.  Social media will change and evolve as technology improves and people begin to truly comprehend its power.

Keeping up with social media on multiple platforms can be time-consuming and overwhelming. Social media is a noisy place. It takes continuous effort to stay on top of it. Listening and monitoring are two secrets to social media success.

4 Ways to Manage your Social Media

  1. Make a Plan Base your plan on your business goals. Use goals that are results-based like “We will increase our sales by 30% monthly.” These types of goals reflect your bottomline. It is fine to set social media goals like “We will achieve 500 followers within the next 6 months” but those types of metrics are indirect. Be sure to set direct ROI related goals as well.Your plan should clearly define your goals, strategies, tactics and measurements.
  1. Set Up Dashboards Dashboards provide information at a glance by aggregating information in one place. They save time and energy and help prevent information overload. So, what are the dashboards that you need? You need dashboards for RSS and social networks because they present different types of information. Feedly is one way to manage RSS feeds.How do you get started? When you subscribe to sites, information gets sent directly to you. One great monitoring tool for brand mentions and competitors is Giga Alerts. Use folders and headline view to make it easier. Read what you can and star the rest! Set a timer on yourself.

    For social network management and analytics, a SocialReport dashboard is recommended. Link all of your social networks together. Use Tabs and stay organized. Set up Searches, #’s, and lists. Use the scheduling post feature just make sure to change content/verbiage depending on platform. It should not be used for total replacement – the point of social media is being social after all!

Originally Posted May 6, 2015 by John Scranton

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How can large insurance agencies grow even larger and how do midsize agencies catch up? It often comes down to more effective marketing and lead generation campaigns. Your agency may lack the time, tools or skills to create effective lead gen campaigns, compelling video, target prospect emails lists, dynamic email drip marketing campaigns, social media building and improved SEO results. Learn about:

* Marketing Automation & Workflow for Email Drip MarketingInsurance Marketing Automation
* Full Motion Graphic Video Development & Distribution
* Sales Funnel Segmentation & Email List Building
* Key Performance Indicators & Web Analytics Reports
* Appointment Setting To Improve Producer Performance
* Integrating Digital Marketing, Lead Gen & Lead Handling

Date and Time: Wed, Jun 28, 2017 2:00 PM – 2:30 PM EDT

Registration URL: https://attendee.gotowebinar.com/register/4497221743722493697

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How can large insurance agencies grow even larger and how do midsize agencies catch up? It often comes down to more effective marketing and lead generation campaigns. Your agency may lack the time, tools or skills to create effective lead gen campaigns, compelling video, target prospect emails lists, dynamic email drip marketing campaigns, social media building and improved SEO results. Learn about:

* Marketing Automation & Workflow for Email Drip MarketingInsurance Marketing Automation
* Full Motion Graphic Video Development & Distribution
* Sales Funnel Segmentation & Email List Building
* Key Performance Indicators & Web Analytics Reports
* Appointment Setting To Improve Producer Performance
* Integrating Digital Marketing, Lead Gen & Lead Handling

Date and Time: Wed, Jun 28, 2017 2:00 PM – 2:30 PM EDT

Registration URL: https://attendee.gotowebinar.com/register/4497221743722493697

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Insurance Agency LeadsHow can large insurance agencies grow even larger? How do midsize agencies catch up? It often comes down to more effective marketing and lead generation campaigns. Your agency may lack the time, tools or skills to create effective lead gen campaigns, compelling video, target prospect emails lists, dynamic email drip marketing campaigns, social media building and improved SEO results. Join us for this webinar as we discuss:

* Marketing Automation & Workflow for Email Drip Marketing
* Full Motion Graphic Video Development & Distribution
* Sales Funnel Segmentation & Email List Building
* Key Performance Indicators & Web Analytics Reports
* Appointment Setting To Improve Producer Performance
* Integrating Digital Marketing, Lead Gen & Lead Handling

Date and Time: Wed, Jun 28, 2017 2:00 PM – 2:30 PM EDT

Registration URL: https://attendee.gotowebinar.com/register/4497221743722493697

Email this to someonePin on PinterestShare on TumblrTweet about this on TwitterShare on LinkedInShare on Google+Share on Facebook
Read More