How Insurance Agencies are Maximizing Their Social Media Investment
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.
- Ensure a social media expert oversees the company’s content marketing strategy. – The most successful companies make sure there is at least one person that is designated to be in charge of executing the content marketing goals that the company has set.
- Have a documented content strategy. – Write down your goals and what indicators you’ll use to prove your success. Make sure you communicate your goals with your digital marketing team.
- Use a variety of tactics. – In this age of multi-media consumption, competition for audience attention is fierce. The smart investors realize that the wider they cast their net and invest in more tactics, the more new customers they will attract. Here is a list of possible content marketing tactics your organization could employ:
* 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
- Use social media more frequently. – B2B companies use an average of six social platforms, up from five last year. (Content Marketing Institute.) As expected, LinkedIn is the top social media site used by B2B marketers, while Facebook is a close second. The sites that have seen the most growth this last year include SlideShare, Google+ and Instagram. Social media drives awareness of your company which in turn impacts lead generation.
- Produce more content. – While it may seem obvious, producing more content is an effective strategy for attracting new customers and retaining existing ones. It may be very intimidating for an insurance agency to produce a quantity of content because it can be time-consuming and needs to be consistent.
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
Read MoreOn-Demand Webinar: Insurance Lead Gen for Trucking & Other Niche Markets
Check out this 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 MoreHow Smart Insurance Agencies are Saving Time and Generating Quality Marketing Content
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:
- Take time to curate content to explore new, interesting ideas. Use content curation tools like Feedly, Pocket or Evernote to help you discover, track and easily locate articles, videos and other relevant content your clients will appreciate.
- Use social media sharing tools like Buffer, PostPlanner, Hootsuite or SendSocialMedia that allow you to find and post to your social platforms directly from your internet browser, saving time and effort.
- Organize a team to help. The process of implementing content strategy is fraught with many nuances and challenges and requires an understanding of content creation and an established pattern of interaction between all members of the team. A strong content development team should include a content strategist, developer, copywriter, designer, SEO expert and other company representatives as needed.
- Assign the primary responsibility for content to a single project manager who will assign duties, provide oversight, ensure quality control standards are met and deadlines are met.
- Develop a content strategy that includes: target audience demographics and buyer persona, a primary message, secondary or tertiary messages, a compelling offer or “hook”, calls to action, multiple types of delivery methods (i.e. blogs, social network posts, graphics, videos, webinars, articles, white papers, resource guides, etc.).
- Set regular meeting times to review issues as well as progress.
- Evaluate the results of your content strategy and refine future planning as needed.
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 MoreInsurance Agency Marketing Plans: How to Insure the Success of Your Producers – Webinar Nears 20,000 Views
July Trucking Lead Gen Results – 12.9 to 24.5 Exclusive Appointments Per Month
These were our recent trucking agency lead generation results. They could be yours!
- 1 to 5 Power Units – 24.5 New Prospect Appointments/month
- 5 to 25 Power Units – 15.9 New Prospect Appointments/month
- 5 to 75 Power Units – 12.9 New Prospect Appointments/month
These appointments are exclusive to your agency, specific to your target market, and expecting to discuss trucking insurance with you. Start building your trucking pipeline today, to ensure great results!
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.
Read MoreReblog: Using Gated Content for Insurance Agency Lead Generation – by Alan Blume
What is gated content?
Insurance agency marketers leverage gated content for lead generation, by trading digital content fulfillment for visitor information such as name, email, organization, industry, title, etc. The digital content can be offered through insurance agency email marketing campaigns, PPC campaigns, social media marketing, blogs or newsletters, to mention a few of the insurance marketing vehicles which can be used.
Gated content specifically refers to front end form-based materials, such as articles, case studies, videos and white papers, which require visitors to provide information (fill out a form) before allowing access to that digital information. The form may simply require a name and email address, or depending upon the perceived value of the information, may require additional detail and demographic information about them and their and organizations.
Then what is ungated content? Ungated content presents information to the visitor on demand. Though there may be an option to sign up or provide information via a Call To Action, visitors can access the content immediately without any information required. [Read More…]
Top 5 Tips for Insurance Agency Appointment Setting – Recorded Webinar Nears 2,000 Views
My Dog is the Best Salesperson I Know – Popular Blog Post
This blog, posted just prior to Memorial Day weekend 2010, remains one of the most read in our history. Enjoy.
My Dog is the Best Salesperson I Know
Posted on May 28th, 2010 by John Scranton
I like to think that I am a capable salesperson. I inherited the sales “gene” from my father, and I have been able to make a career of selling or helping other organizations sell. However, a truly honest assessment shows that I am not even the most skilled sales professional in my own home. That distinctive honor goes to my dog. In case you are wondering, he is a three-year old hound mix named Flash.His sales methodology is simple, and he produces consistent results. Borrowing a few principles from my friends at Dale Carnegie – Flash is genuinely interested in others, he shows sincere appreciation, and he makes those around him feel important. He does this with no expectation of receiving anything in return. As long as his survival needs have been met, he is happy to invest all his time in others.
The results speak for themselves. He literally has a fan following in our neighborhood. He eats more bacon and steak than any dog I have ever known. His formula for success is to provide value without expectation, and he is rewarded without fail. Now if I could only get him to supplement his efforts with a few cold calls.
Learn How Your Insurance Agency Can Improve Marketing & Lead Gen in 2 a Minute Video
Learn how your insurance agency can improve marketing & lead generation in this two minute video:
Click the video image or watch the video here:
https://startupselling.com/johnscranton/how-to-improve-insurance-marketing/
June Trucking Lead Gen Results – 12.9 to 28.5 Exclusive Appointments Per Month
These were our recent trucking agency lead generation results. They could be yours!
- 1 to 5 Power Units – 28.5 New Prospect Appointments/month
- 5 to 25 Power Units – 15.6 New Prospect Appointments/month
- 5 to 75 Power Units – 12.9 New Prospect Appointments/month
These appointments are exclusive to your agency, specific to your target market, and expecting to discuss trucking insurance with you. Start building your trucking pipeline today, to ensure great results!
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.
Read MoreI Want Leads Like I Want My Morning Coffee
When I was an agency producer, I wanted leads like I wanted my morning coffee. I craved them and sometimes could not function well without them. The only problem was – most of the leads that came across my desk were a waste of time.
“John – Call my buddy Bob. He needs insurance for his business. 555-1212. He is expecting your call.”
Um, ok. What does Bob need? Is he in-profile? Is he calling every agency in town? Who knows.
So, I would call. Maybe find out he needs insurance because he was cancelled for non-pay or losses. Maybe find out he doesn’t have a business, just an idea that he is researching. Maybe have a great conversation, get a competitive quote, only to find out he won’t leave his current agent. Rarely did a “lead” from someone within my agency or my professional network result in a sale.
Fortunately my sales and marketing methodology has matured over time. I no longer want leads – although I crave coffee more than ever. Now I only pursue prospects in my target profile. I only make warm calls. I only talk to people that have a level of interest in my organization’s solutions and that I know I can help.
How? Highly targeted prospect lists, eMarketing, web seminars and warm calls. No more chasing bad leads – only chasing quality prospects identified through an integrated marketing strategy.
Originally Posted on May 14, 2010 by John Scranton
Read MoreOn-Demand Webinar: Insurance Agency Lead Gen through Content Marketing
Treat Your Clients Like Southwest Airlines Treats Babies
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 More5 Sun Tzu Quotes You Can Apply to Business
A leader leads by example, not by force.- Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.
- The supreme art of war is to subdue the enemy without fighting.
- Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.
- If you know the enemy and know yourself, you need not fear the result of a hundred battles.
From the Archives – Originally Posted on February 25, 2013 by John Scranton
Read MoreHow Insurance Agencies of All Sizes Improve Marketing & Lead Gen
13.1 Leads Per Campaign – Trucking Email Marketing Metrics
Check out these trucking email marketing lead gen metrics:
- 3 Quote Form Requests per Campaign
- 10.125 Click-Through Leads per Campaign
- 13+ Leads per Campaign
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.
Read MoreInsurance Agency Marketing Plans: How to Insure the Success of Your Producers – Webinar Over 18,000 Views
On-Demand Webinar: Insurance Lead Gen for Trucking & Other Niche Markets
Check out this 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 More5 Keys to a Successful Content Marketing Strategy for Insurance Agencies
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:
- Take content marketing seriously – Content marketing can be an efficient and powerful way to grow your audience and your agency. For content marketing to work, you need to invest, prioritize and execute. In order to achieve serious results, content marketing must be taken seriously.
- Build relationships first – Content marketing is a long-term strategy. Success is no longer measured by the size of your email list, but by the size of your audience. When we build relationships first, those relationships turn into your audience. That audience then becomes your customer or partner, which turns into revenue.
- Stop overtly selling – People (including people in your target business audiences) are tired of being sold too. They are savvy consumers who understand the connection between where they are consuming content and who provided the content. Always selling pushes your potential audience away because they will seek other sources of information.
- Focus on your specialty/ies – The era of generalization is gone. People look for experts in the specific area of topic for which they are seeking. From a search engine and brand-building perspective, specialization is a pillar of content marketing success.
- Invest in your content marketing strategy – Content marketing can have a very high ROI if done right. Doing it right means investing in bandwidth, tools and people. You need to have all of the parts of an online marketing funnel functioning well in order for a content marketing strategy to be successful. You will need to invest time and money in order to see the results you are seeking.
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.
Read More