Video is a High Priority for Effective Insurance Marketing

  • Posted on April 27, 2017
  • by John Scranton

Insurance Video MarketingToday people are spending a large percentage of their time online watching video. This is uncharted territory for many businesses, and is applies cable to all devices including tablets, mobile phones and smart TV’s. In the future most people will be viewing content instead of reading it.

Video marketing provides you with an effective way to satisfy the need for information. Key points of video marketing are as follows:

  • Create fascinating content that will engage your audience
  • Enhance your content by using advanced technology and functionality
  • Include a call-to-action that leaves the viewer clear about what you want them to do
  • Share your videos socially to create the greatest reach

In the age of technology, it’s imperative for insurance agencies and brokers to deliver information that is easy to consume; video marketing does this very well. We all know the phrase – a picture is worth a thousand words. If this is true, than a video can not only paint the picture, it can convey your message with a new level of depth.

Do not ignore the opportunity of video marketing. It gives your organization a chance to be creative, captivating, relevant and to show thought leadership. Video is a must have for a current marketing strategy, engaging clients,  increasing website traffic and improving meaningful interactions.

To learn more about video marketing for insurance agencies and brokers click here.

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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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Top Tips To Improve Insurance Agency Video Marketing

  • Posted on April 20, 2017
  • by Alan Blume

Insurance Agency Video InfographicInsurance agency owners, producers and marketers looking to jump start their video content marketing, or improve their existing insurance marketing video campaigns can review these top tips to augment their current marketing initiatives. Here are your top tips to improve Insurance Agency Video Marketing:

  1. Use Educational Content, Not Sales Brochures

Case studies, client success stories, educational content pertinent to the industry. Here is a simple example.

  • Good: Impact of Trump Executive Orders on ACA Compliance
  • Bad: We Can Save You Money on Your Group Health Plan
  1. Create a Compelling Thumbnail

Your agency has a short time to convince prospects to watch your video. It begins with an attractive and attention getting thumbnail. Invest time to ensure your thumb nails look great, and make sure you add these images when publishing or sharing over social media.

  1. Share on Social Media – Then Share Again

You’ve invested time and money to produce a great video, now your agency needs to leverage it across all relevant social media platforms. The big four are obvious, YouTube, Facebook, LinkedIn and Twitter. But you should also include Google+ and some of the bookmarking platforms such as Tumblr. And remember that you can share content more than once, and in many nuanced ways. Create a blog, Tweet the blog, add as a LinkedIn post, Tweet the LinkedIn post and so on.

  1. Don’t Underestimate the Importance of Background Music

How many movies or commercials do you watch without background music? Background music will help convey your message and mood. Will you use edgy, modern instrumentation to convey you are an up to date digital agency, or more traditional music, inferring sound guidance and sage advice?

  1. Share Using Your Email Marketing Drip Campaigns

Agencies can and typically should invest in ongoing email drip campaigns, focused on providing high value content of interest to clients and prospects. High quality video content is often the preferred digital collateral to provide to clients and prospects, to improve renewal rates by providing added value and to increase insurance lead generation.

  1. Don’t Forget the Call To Action (CTA)

Leave sufficient time at the end of your video (assuming it’s a short two minute type video) for a Call To Action. What behavior are you trying to elicit from the person watching? Do you want them to submit a Contact Us Form, Schedule Appointment, Get A Quote, Call An 800#? Leave plenty of time for your CTA and contact information to show, and when possible, have CTA buttons continuously displaying below the video.

  1. Optimize for Insurance Agency Search Engine Optimization (SEO)

Make sure, you use your targeted keywords in your title, and description, tags, etc. What’s a good example of this? On this tip, the title includes the keyword phrase, “Insurance Agency Search Engine Optimization”, instead of just Search Engine Optimization or SEO. An example for your agency might include Risk Management for Manufacturers, or Surety Bond Strategies for Contractors, or Colorado Trucking Insurance.

  1. Add Video to Your Insurance Agency Website & YouTube Channel

Your videos can appear all over your website, on a relevant page, in a video library and in a blog (vlog). You should also take the time to create a branded YouTube channel for your agency, especially if you intend to do a video series. There are many types of video you can use, and don’t underestimate the value of a relevant recorded webinar or voice over PowerPoint.

As is evident by YouTube’s compelling statistics, people gravitate toward video. With over a billion users, watching videos over 40 minutes a day, and 400 hours of video uploaded each minute, it’s easy to see why insurance agency videos should not be ignored. Need help creating compelling videos for your insurance agency marketing initiatives? Contact the insurance agency marketing experts at StartUpSelling.

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Digital Insurance MarketingStartUpSelling continuously publishes insurance marketing and technology articles of interest to help insurance agencies optimize their marketing initiatives. These articles are available on Ezine, and agencies, brokers and wholesalers can view and download these without charge. These insurance marketing articles will help agencies and brokers improve their sales, marketing and lead generation initiatives. Many of these articles provide access to additional insurance marketing resources such as blogs, on-demand webinars, YouTube videos, and social media feeds. The articles and ancillary resources have been viewed by tens of thousands of insurance agents, brokers and wholesalers across North America.

StartUpSelling is a Platinum Level Expert Author on Ezine, publishing since March, 2010. Some of the recent articles published on Ezine include:

  • Mobile Friendly Insurance Agency Website Checklist
  • Social Media Tips For B2B Insurance Agencies
  • 10 Insurance Agency Online Marketing Ideas For Agents & Brokers
  • Malware Trends Insurance Agencies Should Watch Out For In 2017
  • 6 Cyber Security Tips to Help You Protect Your Insurance Website From Hacking

Join thousands of other agents and brokers who are benefiting from StartUpSelling’s insurance web marketing and lead generation resources. For more information visit http://startupselling.com.

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Insurance Agency MarketingThis StartUpSelling recorded Insurance Marketing Webinar has been viewed by over 10,000 insurance agents and brokers. The free webinar entitled, Insurance Agency Marketing Plans – How to Insure the Success of Your Producers, has been made popular by insurance agencies and brokers across North America, seeking to improve their marketing and lead generation initiatives to help optimize Producer performance. This 26 minute webinar offers agency executives the opportunity to learn about effective insurance marketing and lead gen strategies in use by many highly successful agencies and brokers. Topics include:

  • Prospect List Generation
  • Creating Effective Email Marketing Campaigns
  • Webinars and Other Digital Fulfillment
  • Effective Appointment Setting Campaign Strategy
  • Vertical vs. Horizontal Cold Calling
  • Social Media Marketing

This complimentary on  demand webinar is available 24/7 – click here to watch.

To learn more about customized Insurance Agency Marketing and Lead Generation Solutions contact us at startupselling.com.

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Insurance Agency VideosA free Insurance Marketing & Lead Gen Video Library is available to all insurance agencies, brokers and wholesalers interested in improving their marketing and generating more leads. This library offers over a hundred comprehensive insurance agency marketing videos including:

  • How to Find More Insurance Prospects, Close More Business and Increase the Top Line
  • Effective Insurance Marketing To Drive Leads & Growth
  • How & Why Insurance Agents Miss 80% of Target Prospects
  • Integrated Email Marketing & Appointment Setting for Robust Insurance Agency Lead Generation

The library is available on the StartUpSelling Website or YouTube, and covers important insurance marketing topics such as:

  • Leveraging webinars to improve email marketing results
  • Integrating video into your insurance web marketing strategy
  • Driving leads with list creation and appointment setting strategies
  • Engaging prospects and clients using educational, engaging and compelling content

There are no fees to download or access this information.

If your insurance website, lead generation or web marketing initiatives are in need of refinement, contact the insurance marketing experts to learn more.

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Social Media Tips For B2B Insurance Agencies

  • Posted on March 1, 2017
  • by Alan Blume

Insurance Agency Social Media Marketing

A strong social media presence can be challenging to accomplish for B2B (business to business) insurance agencies. Many B2B companies struggle to showcase their professionalism, and build an audience through social media marketing. Consider the following tips to help make sure your agency is maximizing your social media marketing efforts.

Create Your Online Persona

Your social media presence should have a well-defined personality. Informative, helpful, engaging, timely and relevant are all characteristics top B2B social media accounts consider when creating their online persona. Decide what your online voice will sound like. Will you be formal or informal, speaking to individuals or businesses, sounding like a reporter or an op-ed contributor? Will you be sharing company employee events, creating contests, reporting on industry changes or regulations, or all of the above? Your agency goal is to build rapport and a sense of community with both clients and prospects. But first you need to determine your social media persona.

Create a Written Strategy Including Prospect Scorecard & Buyer Persona

When creating your social media marketing strategy, ask yourself these questions:

  • Who is your target online audience – and how diverse is this group? Start by creating a Prospect Scorecard and Buyer Persona.
  • Which social platforms will best target that audience? You may have to search the different platforms to see which social media platforms are most applicable to your clients and prospects.
  • What type of content will that target audience find most useful? Would it be infographics, long-form articles, tech support information, breaking news commentary, regulatory updates, or some combination of all of these?
  • What are your short term and long term social media goals? Perhaps your short term goal is simply consistent content sharing. And your long term goal includes an ad budget for growth and prospect engagement.
  • How are your competitors using social media? You can learn a lot about what to do and what not to do by studying your competitors.

Comment on News & Regulations Relevant To Your Target Industries

Offering commentary on breaking news and changing industry regulations is a great way to demonstrate your knowledge in your industry and to provide your clients with insights on how to understand these updates. This can lead to higher engagement levels and increased exposure to your social media pages. You can use Google Alerts and social media alerts to monitor industry keywords and stay on top of dynamically changing events.

Organic Vs. Paid Posts

Once your agency is consistently posting quality content, you can consider posts boosts and ads. You may want guidance with this, as the budget can get spent quickly, and multivariate split testing with compelling images and custom graphics can dramatically improve your reach and ROI.

Achieve A Respectable Follower Base

Looking professional and demonstrating a respectable number of followers and engagement level is half the battle when starting on your insurance social media marketing initiative. The top platforms your agency should leverage are: LinkedIn, YouTube, Facebook, Twitter and Google+, likely in that order, though your target markets could impact this. LinkedIn and YouTube can be very valuable to B2B businesses. LinkedIn is a good place to start, it’s very much a business centric platform. Then leverage YouTube using videos, recorded webinars or even simple voice over PowerPoint updates (StartUpSelling has uploaded hundreds of videos to YouTube, some of which have over 10,000 views). Try to build up your follower base, as quickly as possible, to a respectable number. For example, this might be 500 followers on LinkedIn, Twitter and Facebook. Though 5,000 or more would be great, initially your agency is striving to attain a baseline of professionalism and credibility.

Looking for assistance with your insurance agency social media marketing plans? Contact the insurance agency marketing experts at StartUpSelling for a personalized review.

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Mobile Friendly Insurance Agency Website Checklist for 2017

  • Posted on February 21, 2017
  • by Alan Blume

Insurance Social Media MarketingWith over 50% of your visitors and email recipients viewing information on their mobile devices, and many doing so from their social media platforms, it’s always a good idea to review your insurance agency website to ensure your clients and prospects have a positive website experience. 

Do Not Make a Separate Mobile Version of Your Website

A few years ago, your business might have two websites, a website for desktop users and one for mobile devices. This is a really bad idea today, as it doubles your efforts and can annoy clients, prospects and search engines.

Use Responsive Design Principles

Responsive design uses coding to adjust a website based on the size of the viewport. Methods have advanced quickly and you no longer have to hide content from mobile users. You can show off your content for both desktop and mobile users.

Always Use High-Resolution Images

With mobile devices using high-resolution retina displays, it is critical your website uses the highest resolution images available. It is recommended that mobile images be twice the resolution of desktop images to accommodate for retina displays.

Go With Larger Font Sizes

The size of fonts is important when it comes to mobile design. Fonts need to be large enough to read without further zooming. A general rule of thumb is to keep your main font size around 14px.

Button Sizes Should Also Be Large

Buttons should also be large on mobile devices. You do not want to frustrate a potential customer because they tried to hit the contact button but accidentally hit your privacy policy. In general, 44px by 44px is a good rule of thumb.

Keep it Simple

The simpler your layout the less there is to go wrong when sizing to fit on a mobile device. It will also make it easier for your prospects to find relevant information. Be sure to review each key element on your insurance agency website and asses its value. Is each element placed where it can best be seen by visitors?
If your agency is interested in updating your insurance agency website, creating high-quality videos, or optimizing your insurance agency marketing and lead generation, contact StartUpSelling, for a complimentary insurance agency web marketing and lead generation review.

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10 Online Marketing Ideas For Insurance Agencies & Brokers

  • Posted on February 13, 2017
  • by Alan Blume

Insurance Agency MarketingStarting an internet marketing campaign or even improving an existing one can be a challenging task. Where should insurance agencies begin, and what should they focus on? Here are 10 great online ideas to help your agency improve your online marketing initiatives.

  1. Blog and Vlog

Blogging is a fantastic way to showcase your expertise and attract visitors to your website. General topics usually get lost in the shuffle, so I recommend writing about very specific topics that are relevant to your clients and prospects. If you’re a trucking agency, for example, this means topics on CSA updates, DOT regulations, fuel economics, fleet management, fuel theft, cargo theft, etc.  Make sure your blogs (and website) are mobile friendly!

  1. Improve Your Google Ranking/Insurance Agency SEO

Google ranking is one of the holy grails of internet marketing. Being on the first page is where it is at. When evaluating your online marketing initiatives, keep in mind how they can positively impact your search engine rankings. Track your SEO progress and review your website analytics to determine where your traffic originates.

  1. Create a Webinar Series

Not enough agencies take advantage of online webinars. Monthly or even quarterly webinars do a lot to elevate you from an insurance sales group to an advisor and consultant. Webinars can be recorded and offered as high value on demand digital collateral after the webinar. And webinars provide a high value reason to contact clients and prospects in ongoing email drip campaigns.

  1. Use Explainer Videos

Explainer videos, also referred to as value proposition or whiteboard videos, can be very useful for online marketing because they are typically short, sticky, entertaining and reusable on multiple mediums. They can be posted on your insurance agency website, your branded YouTube channel, Vlogs, and in an email marketing campaign. You can give your best sales pitch to every prospect. Create videos for each major silo in your company (commercial lines, personal lines, benefits, manufacturing, trucking, etc.), and distribute it widely using social media.

  1. Maximize Social Media

Social media is often an untapped resource for most agencies. At a minimum, every agency should have a professional and branded presence on all major social media platforms including LinkedIn, Facebook, Twitter, YouTube and Google+. Beyond this they should have a “respectable” number of followers. Social media advertising can be effective for agencies, but this is a more complex initiative and should be either staffed internally or outsourced to an expert.

  1. Create a Google+ Agency Page

Even though most people do not use Google+, Google will reward you with a better page ranking if you create one, and post regularly. It only takes a few minutes and will be worth the effort to improve your insurance agency search engine optimization initiative.

  1. Leverage Client Testimonials or Case Study Vignettes

Happy clients will always sell your business better than you can. Profile your loyal customers, and ask them a few questions about what they love about your company. Even better, create a video and post it to your website. You can also create anonymous case study vignettes, short case studies of client success stories using type of business and general location, but not their names.

  1. Use LinkedIn To its Full Potential (and get your employees to help)

If your agency is a commercial lines or benefits agency, LinkedIn is the place to be. You should invest time in LinkedIn to ensure a professional company page, ongoing posts, and to create a policy to help your employees help your agency marketing efforts on LinkedIn. Join groups and create your own to extend your reach.

  1. Press Releases – News Releases

Press Releases, often referred to as News Releases in the rapidly changing world of PR, offers agencies a great online opportunity to extend their brand recognition, and improve their insurance agency search engine optimization. There are both free services and paid services that are available to agencies. Needless to say, all News Releases should start as a post on your insurance agency website, then move to a News Release service, then pushed out via social media.

  1. Use Online/Email Newsletters

E-newsletters provide agencies an opportunity for high quality, direct communication with clients and prospects. There are many cloud based solutions that provide attractive, mobile compliant, newsletter templates. Or you can outsource this initiative to a proficient insurance marketing agency. A great email marketing newsletter campaign can have a large impact on your online marketing efforts.

If your agency would like a fast, professional and easy way to accomplish everything above, just reach out to the insurance marketing experts at StartUpSelling. StartUpSelling helps agencies update their insurance agency website, create high-quality videos, and achieve their insurance agency marketing and lead generation goals. Contact StartUpSelling, for a complimentary insurance agency lead generation or web marketing review.

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