Insurance agencies, brokers and wholesalers which have incorporated insurance webinars into their marketing initiatives often see impressive results, with registration increasing over time to hundreds and a 60% or greater attendance rate which can be achieved with educational content and timely topics. Insurance webinars are effective for essentially any agency, broker or wholesaler, but are most effective when targeting niche markets such as transportation, construction, and benefits.
Webinars help showcase expertise, demonstrate thought leadership and elevate the conversation from insurance sales to partner and consultant. Where can agents and brokers find topics and speakers? Agencies and brokers can use internal experts, external partners, carrier partners, consultants, CPA’s tax advisors and industry consultants to create a well-respected and well attended webinar series.
The marketing catalyst for successfully implements insurance webinar series often rests upon email marketing and social media marketing initiatives. Both can prove highly effective in driving registrants to an insurance webinar series. Agents and brokers must ensure they are adhering to CAN-SPAM and opt-in email marketing best practices. Email marketing initiatives are only as good as the underlying email marketing list. Agents and brokers who do not have a comprehensive prospect and client email list should work on building one immediately, and if they are unsure how to accomplish this, should seek qualified outsourced guidance on this important topic. A high-quality target list is not only the foundation for successful insurance digital marketing, but also an important and valuable digital asset for every agency and broker!
Social media marketing is often an untapped resource for agencies, brokers and wholesalers, as it is now common for 50% of registrants to be gleaned from LinkedIn, Facebook and Twitter, assuming agents and brokers have a viable insurance social media marketing program in place. LinkedIn remains the most important social media platform for B2B centric insurance agencies and brokers, while Facebook is often the go to platform for personal insurance campaigns. That said, with there are many good tools available to post simultaneously to all major social media platforms. For example, let’s say a broker wanted to announce a new “ACA and Compliance Update Webinar”. This message could easily be posted simultaneously to LinkedIn, Facebook and Twitter, and the posts, efficacy and interactions could be easily tracked.
Webinars combined with professional email marketing and social media marketing campaigns can provide an impressive educational foundation for agents and brokers seeking to differentiate themselves from the pack. Web seminars can target prospects, clients or both, to help agencies, brokers and wholesalers establish and maintain their “digital” relationship. These live webinars can then be recorded, and used as video fulfillment on both their insurance website and YouTube to extend the reach, and help grow the business.
Agencies, brokers and wholesalers which lack the marketing staff or expertise to accomplish effective email marketing can contact StartUpSelling for assistance at 888-304-3638.