Many insurance agencies, just like most businesses today, have a website. After all, it is 2019. However, many insurance agencies forget the importance of updating their sites or simply don’t care to do so. Unfortunately, what may have seemed good five years ago may be outdated and irrelevant today. More importantly, having a bad website, is nearly as bad as having no site at all.
A website afterall, is your virtual storefront. Would you allow the lobby of your physical “storefront” to be cluttered or messy and allow that to be the first impression of your business? What about handing out a 50 page brochure for your agency that perspective customers have to figure out how to navigate and decipher? As ridiculous as this may sound, many websites create situations just like this for potential customers.
As we enter the season of joy and cheer, it’s also time to prepare for the new year. If you are ahead of the game and have begun setting goals for next year, pat yourself on the back. If you haven’t started setting your goals for next year, don’t wait too long, or else several months will pass by before you look up. I think we’ve all been there before.
No matter where you are in the goal setting process, it’s important to attach an action oriented business plan to help you get to those goals. A key component of the business plan should include marketing strategies.
Good marketing strategies support your sales efforts and will help you accelerate your sales in 2019. Below are 3 steps to accelerate your marketing results and agency growth.
Raise your hand if you’ve ever checked how many people liked your posts on Facebook, Linkedin, Instagram, etc.… Don’t worry; this is a judgment free zone. We’ve all done it at point or another. Just no duck face selfies please.
In these days of instant gratification, 24/7 connectivity, and online social networks, it’s all about speed and ease of use
Why call when you can text?
Why talk when you can tweet?
Why mail when you can email?
You get the point. We are all guilty of it. However, when it comes to getting someone’s attention or building meaningful relationships, it’s not always about your latest post, or vlog. Sometimes, the “old fashion” ways of doing things are the ones worth investing in.
And trust me, it doesn’t cost a lot of money.
Just because it tastes "better," it doesn't mean you should change it.
Sometimes, the best lessons on what to do, is from learning from massive failures on what NOT to do. One of this biggest example is to epic failure of New Coke. The massive failure of New Coke has been well documented. So why am I digging it up decades later. The simple reason is that Microsoft made nearly the same mistakes Coca Cola did decades later with Windows 8. Countless other companies have also made and will continue to make similar mistakes.
Traffic isn’t a bad thing, when it comes the marketing. In fact, the more traffic you generate, the better your results will be. The one major caveat is that you want to drive the right type of traffic to your site.
Please keep in mind, traffic strategies are part of the third step, media, of your overall marketing plan. The three steps in marketing in order are: market, message, and media. It is critical the first two steps are completed, prior to diving into media and the strategies below. If you haven’t completed the first two steps, I recommend reading our three part marketing series.
“You Talkin to me?...”
“5 Steps in Choosing the Right Media…”
The following is a list of nine strategies to driving more traffic to your website and your business. Please keep in mind your target market, your message, and your resources such as, money and time, as you read through this list, so you can decide which sources of traffic will work best for your agency.
If you are trying figure out the ROI of paid SEO, CPC vs. CPM, or have no idea where to even start? Don’t worry. You are not alone. In fact, many agencies don’t have it figured out, but may be paying lots of money monthly on marketing campaigns that don’t work.
Before all the marketing jargon overwhelms you, it’s important to know and understand the 7 basic principles of marketing. Essentially, this is the sole purpose of any marketing strategy or campaign. It doesn’t matter if you are looking at online or offline tactics, the same principles apply.
As discussed in prior blogs, marketing serves one purpose, to help you make more sales. In order to help you do so, your overall marketing strategy must help you respond to each of the seven basic principles.
It seems that everywhere you turn, someone will tell you about the latest and greatest way to market your insurance agency. Whether it’s the latest social media craze, or a new automated tool, there is always something new in marketing. However, with the rush to these shiny new marketing tactics, agencies sometimes forget a proven “old” marketing strategy, your blog.
“The best offense is a good defense”
If you’ve ever played or followed sports, you’ve heard that championships are won with defense. Even if you don’t follow sports, logically speaking, if you hold your opponents to zero points, how many points would you have to score to win the game? Conversely, if you allow them to score 100 points, how many would you need to score to win?
So why am I talking about defense and sports?
For a new and growing insurance agencies, increasing sales is of utmost importance for both survival and expansion. Everyone knows the more leads, the more sales you will have. The challenge is, how do you get more leads? The problem for many agencies is they do not have a consistent plan for lead generation. When I screened new agencies for direct appointments, one question I always asked was, “what is your sales and marketing plan for new business?” The most common answers I got were, “we network,” or “cold calling.”
Don’t get me wrong, networking and cold calling are valid methods of getting leads, but they should not be the strategy, but rather a tactic within an overall strategy. They should be part of an overall lead generation plan.
Imagine a large a city like Los Angeles or New York. How many roads lead into that city? Your goal for lead generation is to become that city. You want to build several roads for customers to reach you and for you to reach your target customers. Unlike the city, heavy traffic is a great thing for your business when it’s filled with qualified leads.
This week I have the honor of inviting back my mentor, former manager, and friend as our guest blogger. Miguel de Jesus is a highly accomplished leadership, marketing and personal development executive, with over 30 years leading business management, global sales/marketing with two Fortune 500 companies. He is currently an executive coach, sales leadership training professional, and digital marketer, helping to develop business leaders, to making better decisions, and getting better results.
Why Your LinkedIn Head Shot May Be Holding You Back
Miguel A. de Jesus, Certified Professional Coach
Recruiters, colleagues, and potential clients are 14 times more likely to click on your LinkedIn profile if you have a photo. If you’re spending hours editing your summary statement, ensure you give equal time to the images.
Speaking of images, researchers also say that most viewers take only about one-tenth of a second to form judgements about how trustworthy and competent you are. Learn how to make your LinkedIn photo say what you want it to say and deliver the message quickly.