How Insurance Agencies are Maximizing Their Social Media Investment

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August 11th, 2019

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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

On-Demand Webinar: Insurance Agency Lead Gen through Content Marketing

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June 28th, 2019

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How Insurance Agencies Maximize Their Social Media Investment

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June 2nd, 2019

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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

Using Gated Content for Insurance Agency Lead Generation

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May 20th, 2019

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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.

How do you decide when to use gated vs. ungated content?

Value, perceived value, intellectual property and insurance agency marketing goals all play a role in determining the trade-off between using gated vs. ungated content. If your agency considers certain content, let’s say a detailed white paper, to be high value digital content, you’re typically going to make that gated content, requiring at least a name and business email for viewing. If it’s a 2-minute explainer video, you’re likely going to offer that without a gate. Ungated content typically increases views, but lead generation can suffer as your agency will not be collecting lead forms. Thus, the marketing campaign goals come into play. If the goal is branding and awareness, ungated content is often preferable.  If it is lead generation centric, gleaning at least an email and name may be the minimum level of information collected to view the content.

How do you determine content value?

There is elasticity here. For example, a Continuing Education Accredited OSHA or Benefits Compliance Webinar can be highly valued, and your agency should be able to collect six to eight information fields for registration and viewing. If you’re offering a brief one-page case study vignette, you may attempt to collect just two fields as it may carry a lower perceived value. If the content is promotional in nature, for example a 2-minute value proposition video, you would likely offer that without a “form in front”, to optimize views.

Content is king?

Of course, you need to begin by having quality content available, and ensuring it is well organized and properly protected. Organizing content on an insurance agency resource library can be very helpful, password protecting your proprietary content, gating your high value content, and making it easy for producers and prospects to access non-gated content.

For more information on insurance agency lead generation, gated content strategies and insurance agency resource libraries, contact the insurance agency marketing team at StartUpSelling.

Why Do Commercial Insurance Agencies Need a Professional Online Presence?

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May 15th, 2019

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Insurance Web MarketingOne 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

7 Reasons Every Insurance Agency Should Blog

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April 26th, 2019

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Insurance Social MediaIndustry experts say that great insurance marketing begins with a quality. Insurance agencies brokers that do not blog consistently (at least once a week), are missing a big opportunity to impress prospects and clients, and to help improve the effectiveness of their insurance websites. Here are seven reasons that agencies and brokers should have a quality blog:

  1. Drive Website Traffic: A blog, preferably with original content, helps drive clients and prospects to your insurance website. It gives them a reason to visit, and a reason to stay.
  2. Convert Traffic Into Leads: Quality blogs will help convert visitors into interested prospects. Prominent and professional “Calls To Action” will glean prospect information and increase inbound inquiries.
  3. Establish Credibility: Demonstrate expertise by offering timely and topical blog content. High quality blogs answer common questions prospects and customers might have.
  4. Content Baseline: Use your blog to share or repurpose your content in many ways. Send the blog link to prospects, leverage the blog in eMarketing campaigns, share the blog with social media, join and create groups on LinkedIn and post your content to these groups.
  5. Convert to Case Studies, Online Publishers and Vlogs: A succinct blog can be converted into a one page case study, 400 word article or even a recorded video. This repurposed content further extends your messaging, expertise and audience.
  6. Improve Insurance SEO: Blogs help improve insurance search engine optimization. Your original content is indexed by search engines such as Google and Bing, and helps prospects find your insurance agency website through organic searches.
  7. Insurance Website Stickiness: Blogs can and should be one of your most visited website areas, with the longest visit duration on your website. Website visitors impressed with a blog, will be impressed with your expertise.

Some insurance agencies and wholesale brokerages lack the time or resources to create a consistent and professional blog. In these cases they can outsource this important marketing initiative to a proficient insurance agency marketing firm. For more information on territory exclusive Insurance Agency Marketing Solutions visit: https://startupselling.com.

Originally published March 9th, 2015 by John Scranton.

How to Leverage Your Agency Website for Marketing & Lead Gen

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March 25th, 2019

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Insurance Agency MarketingHow can insurance agencies better utilize their website to improve marketing and capture leads?

  • Ensure your website is optimized for search
  • Add a value proposition video to your homepage
  • Leverage social media and blog feeds
  • Provide case studies and client testimonials across the site
  • Make the website mobile-friendly, easy to navigate and SSL
  • Keep content and code up to date!

If you are looking to get more from your website, click here to schedule a personalized website, marketing and lead gen review.

Insurance Agency Lead Gen through Content Marketing – On-Demand Webinar

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February 14th, 2019

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Insurance Marketing Videos

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January 18th, 2019

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Check out our insurance marketing video library to learn more about how agencies and brokers can better attract and retain clients. Videos enhance insurance agency and broker websites, improve stickiness and provide an outstanding opportunity to showcase thought leadership. Our videos and webinars have been viewed by tens of thousands of agents, brokers, executives and owners.

 

Insurance Agency Marketing

Click here to learn more.

How Insurance Agencies are Maximizing Their Social Media Investment

Posted on

January 12th, 2019

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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