A new on-demand webinar explaining how insurance agencies like yours are generating leads through content marketing campaigns is coming soon. Topics will include:
* How to build a content resource library
* Blogs, articles, videos, case studies & more
* How to leverage content for marketing & lead gen initiatives
* How to show thought leadership & prove expertise to prospects
* Why your agency isn’t already doing this
Check back soon for a link or contact us to learn more.
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Check out these trucking email marketing lead gen metrics:
Many trucking agencies have yet to capitalize on email marketing lead gen programs. StartUpSelling can help your agency generate exclusive email marketing and appointment setting leads. Start building a robust trucking pipeline today, to ensure great results in 2018!
Contact us at (518) 222-6392 for a 15 minute trucking lead gen discussion – and learn how and why other agencies are succeeding with this proven lead generation solution.
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My family returned home from vacation this weekend by flying Southwest from Fort Lauderdale – Hollywood Airport. From the moment we entered the terminal, I was pleasantly surprised by the extra attention and flexibility Southwest’s employees offered to the needs of my infant daughter. We were guided to a special terminal to check-in, whisked though security with no wait, and offered an extra seat on the plane at no charge for our child’s numerous supplies. At every opportunity, we were provided with service and care above our expectations.
Meanwhile, my brother-in-law and his wife flew from a different airport on a different airline. Their original flight was delayed, then after finally boarding they waited on the tarmac for nearly three hours only to learn they would be deplaning and their flight would be cancelled. The following morning they returned to the airport at 7am to learn their flight was again delayed and eventually cancelled. Finally they were able to take separate flights to separate airports to begin their journey home 24 hours behind schedule.
Our travel experiences show the vast disparity in service and customer care offered by different airlines. The question is: what type of service does your organization provide? Do you treat your clients Southwest treats babies?
Originally Posted on March 25, 2013 by John Scranton
Read MoreCheck out this popular new on-demand webinar revealing successful strategies for insurance agencies generating leads in transportation and other niche markets:
* Supporting producers with effective lead gen
* Building a prospect email list
* Appointment setting tips & strategies
* Creating a lead handling process
* ROI tracking and refinement
Watch the webinar here: https://startupselling.com/johnscranton/trucking-webinar/
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A leader leads by example, not by force.From the Archives – Originally Posted on February 25, 2013 by John Scranton
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By now, most insurance agencies and wholesale brokers have realized the power of content marketing as a critical element of social selling. Content marketing is a powerful tool for attracting potential customers, making connections and building relationships with your target audience.
Content marketing isn’t easy. But if it is done correctly, content marketing works in every industry, in every business, every time. All too often businesses don’t adequately prepare for the demands of developing and executing a successful content marketing strategy.
In practice, content marketing is hard work. You need to have a strategy so that search engines (such as Google) and your target audience can find you. It’s the hard work of sharing valuable, relevant content that your audience is looking for that captures their attention.
Here are 5 keys to successful content marketing:
Want to learn more about how 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.
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Problem 1: Bullpen – The bullpen mentality has long been a fixture in the telemarketing industry. Pile cheap labor into cubicles, toss them call sheets and say go. Better yet, off-shore to a bullpen in India. This creates a bevy of issues, beginning with a noisy and distracting environment. This is not a professional representation of your business.
Solution – A professional and articulate person working from a quiet office.
Problem 2: Auto-Dialers – When a computer manages your telemarketing campaign, your prospects hear clicking, strange noises and connection delays before they hear the voice of a real person. That is, if the call is not dropped. To be sure, this method increases the number of dials per hour. But at what cost?
Solution – A system of best practices which allows a caller to actually dial the phone 25 times per hour.
Problem 3: Don’t Understand Your Business – Your business and products/services/solutions are complex and nuanced. Your unique expertise sets you apart. If your telemarketing partner does not understand your business at both a strategic (project manager) and tactical (caller) level, your value is lost and you are simply asking to submit a bid.
Solution – Engage with a telemarketing partner who specializes in your industry.
For more information about Insurance Agency Telemarketing, please contact John Scranton johns(@)startupselling.com.
Originally Posted on October 6, 2016 by John Scranton
Check out this new on-demand webinar revealing successful strategies for insurance agencies generating leads in transportation and other niche markets:
* Supporting producers with effective lead gen
* Building a prospect email list
* Appointment setting tips & strategies
* Creating a lead handling process
* ROI tracking and refinement
Watch the webinar here: https://startupselling.com/johnscranton/trucking-webinar/
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Email marketing is here to stay. While there are some naysayers who try to assert that email marketing is “dead,” wise B2B insurance marketers have discovered the incredible power of email marketing over the long-haul.
Scientific evidence supports this perception. Even though there are competing marketing channels (i.e. social networks, mobile apps, online advertising campaigns, etc.), email remains a vital and central component of an effective B2B marketing strategy. In research conducted by eMarketer in 2014, researchers found that “email is one of the most widely used and established of all platforms.”
And in a study conducted by Adobe, researchers studied email marketing opportunities and trends. They found that not only is email an effective marketing strategy for the company, but it’s undergoing “a remarkable transformation.” Just as the world of marketing has been transformed by the internet in general, new technologies and consumer expectations are driving new ways of thinking about and using email marketing to reach target consumers.
First of all, consumers today expect email to be personalized and relevant to their interests. Gone are the days of “one-size fits all” email campaigns. In today’s mobile lifestyle, consumers continue to relay on email that reaches them directly in ways that are meaningful to them.
Design Email Campaigns that are Mobile-Friendly
Readers today open 61% of their emails on mobile devices. 80% will delete emails that “don’t look good.” Marketers need to ensure that their emails are optimized for all viewing scenarios, including mobile. Mobile responsive designs will increase open rates by 16-17%, and click-through rates by up to 24%. (Adobe, 2014)
Use Data to Tailor Messages to Subscriber Segments
People today are inundated with information. Email messages need to be personalized and relevant to the needs and interests of the individual. Using data tracking and retargeting technology, marketers can adjust the messages according to the histories and interests of the target groups. Using post-delivery insights, marketers can update the message based on new information. The ability to make emails more dynamic gives brands a chance to deliver a more relevant experience.
Ensure Content is Robust and Compelling
Content is vitally important in today’s world of email marketing. Stay abreast of trends and technology; be prepared to engage the reader and compel them to take the next step in the sales funnel.
Understanding consumer expectations and new email trends, as well as exploring ways to meet those expectations and play to those trends will garner an increasing ROI on their email campaigns and will breathe new life into customer relationships.
Many insurance agencies, brokers and wholesalers outsource their email marketing campaign management to a competent marketing firm. Outsourcing is a cost effective option because it eliminates the need to hire, train, supervise and compensate a digital marketing team. Contact StartUpSelling today to learn more about effective email marketing strategies for insurance agencies, brokers and wholesalers.
Originally posted by John Scranton on July 7, 2015
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Insurance agencies and wholesale brokers are investing in social media content creation as a valuable tool for attracting new clients and retaining existing ones. Social media content creation drives lead generation because it answers questions and conveys expertise to prospects. Business professionals and decision makers prefer to work with organizations that have a strong online presence because it gives them the opportunity and freedom to conduct their own research on their own terms when it best fits into their schedule.
The most successful insurance agencies are investing in social media. And, perhaps most importantly, they are producing more content.
Here are five strategies that the most successful insurance agencies, brokers and wholesalers are using to maximize their social media dollars.
* Social media postings
* Articles on your website and prominent directories
* Blogs
* Digital Newsletters
* Case studies
* Videos
* White papers
* Webinars/webcasts
* Infographics
* Research reports
* Microsites
* Mobile content
* eBooks
* Mobile apps
* Digital magazines
* Podcasts
* Virtual conferences
* Annual reports
StartUpSelling specializes in insurance marketing, web marketing and lead generation services. We have successfully created, launched and maintained marketing and lead generation campaigns for a vast array of insurance agencies, brokers and wholesalers. We deliver elite service and solutions at competitive price points. If you would like to maximize an investment in content marketing for your insurance organization, give us a call at 518-222-6392 today!
Originally Posted by John Scranton on June 22, 2015
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By now, astute insurance agencies, brokers and wholesalers understand the value and importance of content marketing. Content marketing refers to creating and distributing relevant content using online frameworks such as websites, social networks, blogs, white papers, videos, e-zines, e-newsletters, etc. Many agencies struggle with the workload issues, motivation and inspiration needed to keep up with a long-term content strategy.
Here are some strategies that may help you plan and stay on top of your content marketing goals:
Many insurance agencies, brokers or wholesalers outsource content creation to a competent marketing firm. Outsourcing is a cost effective option because it eliminates the need to hire, train, supervise and compensate a digital marketing team. Contact StartUpSelling today to learn more about effective content marketing strategies for insurance agencies, brokers and wholesalers.
Originally Posted by John Scranton on June 26, 2015
Read MoreCheck out this new on-demand webinar revealing successful strategies for insurance agencies generating leads in transportation and other niche markets:
* Supporting producers with effective lead gen
* Building a prospect email list
* Appointment setting tips & strategies
* Creating a lead handling process
* ROI tracking and refinement
Watch the webinar here: https://startupselling.com/johnscranton/trucking-webinar/
Read More
One 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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Fifty-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:
Originally Posted by John Scranton on May 18, 2015
Read MoreContent marketing refers to the approach insurance agencies and wholesale brokers use to create, curate, distribute and promote information (content) your clients and prospects will find valuable. The goal of content marketing is to drive sales, fill the pipeline and help your company grow.
Content marketing, when it’s done right, offers value that is separate from the products and services you sell. When you share content that is educational, entertaining and useful to your audience, you will drive engagement, awareness and sales for your brand.
Here are the types of content that marketers use that can help promote your company:
Content marketing is an investment in your company. Unlike a verbal strategy, which can be forgotten or misunderstood, published content can be referred to, modified and reused over time.
Struggling with keeping up with a consistent marketing strategy? Take the time to develop a content strategy and plan and follow it very closely. Frequent publishing is important for any organization that wants to grow their online presence.
The most effective marketers use social media more than any other tactic; on average, the most successful companies use an average of seven social media platforms. According to the research, LinkedIn is both the most popular and the most effective for content promotion for business to business marketing. (Content Marketing Institute and Marketing Profs, 2015.) Regardless of your industry or company size, a blog should always be the hub of your content marketing efforts.
Originally Posted by John Scranton on May 22, 2015
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The insurance elevator pitch is a succinct summary used to quickly describe your insurance agency or brokerage, products and services. It should include your unique value proposition, and must be delivered within the time span of an elevator ride of 30 to 60 seconds. This can be much harder than you think, and should be scripted, rehearsed, and timed. The elevator pitch is a fundamental component of your insurance marketing efforts.
Ask a variety of people in your agency or brokerage to tell you their version of the elevator pitch. Don’t be surprised if the pitch varies dramatically from person to person. Does the pitch adequately describe your value proposition? Does it highlight the products, services and solutions which best showcase your agency expertise? Did the pitches even sound remotely alike?
Your sales and marketing efforts are built upon a well articulated and easily repeatable value proposition, which should be a component of your elevator pitch. If you cannot communicate your value proposition in less than 30 seconds, or stumble when trying to express it, it’s time to write it down, rehearse it and communicate your value proposition with everyone in your agency. Once that is done, turn it into a 30 to 60 second elevator pitch. Practice makes perfect, try repeating both of these in monthly management meetings and sales meetings, and it’s important to note that your elevator pitch might vary based on your target niches (P&C versus Group Benefits for example).
Here are a few best practices when it comes to your insurance elevator pitch:
Let’s review a sample pitch, which would run 30 to 40 seconds depending upon cadence:
We’ve been helping trucking companies with insurance and risk management needs for over 50 years. Everyone at our agency is a trucking fleet expert, in areas including CSA, specialty cargo, certificate fulfillment, and owner operator services. Because of our access to extensive markets and deep industry expertise, we provide creative coverages at the best possible rates, and help protect our clients’ bottom line. We know trucking insurance is one of your biggest costs and our creative approach will help meet your unique requirements. Can we set up a 15 minute meeting to discuss your specific needs?
Your elevator pitch might be designed to include industry jargon to convince prospects of your deep expertise, it might highlight your most important products and services, your top differentiators, or your service centric approach. Regardless of what your final elevator pitch includes, practice makes perfect, it should roll off your tongue effortlessly. Remember, 30 to 60 seconds is all you get before your most important prospect walks out of the elevator, and your opportunity may be gone forever.
Originally Posted on April 14, 2015 by John Scranton
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