Insurance Web MarketingProblem 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

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1View Part 1 Here: https://startupselling.com/johnscranton/tips-for-writing-a-great-b2b-video-script-part-1/

Keep it BRIEF.

Short videos keep the attention of your audience better than long videos. According to White Board Geeks, a video script should have approximately 150 words per minute. So a 3-minute script would be 450 words.

Professional Voice Over

Trust us on this. Do not waste time trying to create a perfect voice over in house.

Video marketing exposes your brand to larger audiences, captures the attention of your target audience and will help you boost your online presence. Videos establish your authority and credibility in your industry and will lead to increased sales.

Originally posted by John Scranton on July 17, 2015

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1Video is a highly effective marketing tool because videos quickly convey your message and deliver results almost immediately. Videos receive 100% more engagement than other types of posts on Facebook. Videos on websites are more likely to convert visitors to buyers.

Even though many insurance brokers, wholesalers and agents know the value of video marketing, creating a video can be challenging. Here’s how to get started:

Start with a PLAN.

Creating a plan ensures that you and your team will be on the same page and minimizes editing time. Here are the elements to include in your plan:

  1. What is the purpose of the video?
  2. Narrowed down topic. The more specific the better. What do you want prospects to learn from watching your video?
  3. Call-to-action. What action do you want the viewer to take after viewing the video?

Having a plan in place will help facilitate a smooth and efficient production process.

Write your SCRIPT.

Writing a script is an art form in itself. A script is a written format of the words that will be spoken during the video. Try to write the script in a conversational tone that will sound natural when spoken. Avoid complex jargon or buzz words that will sound out of place or cloud up your message. Try to write the script so clearly and with enough detail that any novice reader would understand the message.

Check back soon for part two…

Originally posted by John Scranton on July 13, 2015

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How to Keep Your Insurance Agency Email Marketing Fresh and Effective

  • Posted on September 4, 2017
  • by John Scranton

Insurance Email MarketingEmail 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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Posted in: eMarketing, Insurance Agency Marketing, Insurance Marketing
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1By 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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.).
  6. Set regular meeting times to review issues as well as progress.
  7. 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

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Posted in: Content Marketing, Insurance Agency Marketing, Insurance Marketing
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Join us for this educational web seminar and learn how insurance agencies are generating trucking leads through integrated appointment setting and email marketing initiatives. The transportation industry offers a unique opportunity to profitably build your book of business. We will share case study results illustrating how this proven method has helped many agencies add prospects to the pipeline, enhance closing ratios and capitalize on the trucking opportunity. Topics include:

* Appointment Setting – Methodology & Best Practices
* Email Marketing – List Building, Content & Execution
* Lead Handling Processes to Enhance Closing Ratios
* Tips & Tricks from Trucking Marketing Pros

Date & Time: Thu, Sep 21, 2017 1:00 PM – 1:30 PM EDT

To Register: https://attendee.gotowebinar.com/register/4392427291758954498

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How Insurance Agencies are Maximizing Their Social Media Investment

  • Posted on August 14, 2017
  • by John Scranton

1Insurance 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.

  1. 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.
  1. 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.
  1. 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

  1. 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.
  1. 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

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1Struggling to increase the number of visitors to your website? Wanting to improve the conversion rate of visitors to your site? Is your marketing strategy not achieving the results you had hoped it would? Searching for fresh ideas that will help you reach a larger audience and provide your corporate clients with the information they need, when they need it?

Content marketing might be the answer. Consider developing content that is applicable to your visitor’s needs and easy to understand. As a result, you will experience significant improvement in search engine rankings, traffic and conversion rates.

Here are some recommendations for brightening up your online marketing presence and implementing a successful content marketing strategy:

  1. Brainstorm ideas that reflect the company mission Is the content you are producing reflecting the questions, needs and real-life problems your audience is facing? Spend time contemplating the story behind your brand and what it truly stands for. What is it you want to say at the most fundamental level? Take some time to review your company mission statement and the content you are currently producing. If the two don’t align, get your team together and come up with a more cohesive plan.
  1. Develop a strategic plan You will need a plan that demonstrates how your content strategy will increase sales revenues and be worth the investment. In order to do this, you will need a strong plan and case studies.Create a detailed road map that focuses on aligning your content with the company mission. Build trust with your audience by giving them content that they want and need.Start by gathering factual information and creating a strong plan. Make sure your plan answers the following questions:
  • How will the company mission be reflected in your content strategy?
  • How will our content help our clients?
  • How will we know what our clients need?
  • How will we measure our success?
  • What specifically is the plan (i.e. road map)?
  • Who will be accountable for ensuring the project stays on track?
  1. Design a content strategy that is based on applicable, consistent and useful content. Your clients are business owners who are experts in their particular field/trade. Take the time to research to find out what difficulties and challenges they face and what would make their job of selecting a broker or wholesaler easier.Make sure your planned content will answer your user’s questions and will convey a consistent message about your company.
  1. Track the results Analyze the visitor data for your existing content. Review metrics such as bounce rate, time on site and goal conversion. Review your search visibility and make sure your content ranks well in search engines for keywords higher up the funnel.The insurance industry is steeped in tradition – it is not always easy to break away from widely accepted tactics – even if they are not working very well. Providing your potential clients with expert advice that is easy to understand and access will invite potential companies to visit your site often and enjoy spending more time on your website. In turn, they will be more likely to choose you and recommend you to others.

Originally Posted by John Scranton on June 17, 2015

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