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 Unfortunately, what may have seemed good five years ago may be outdated and irrelevant today.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.
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.
“Should I run Facebook ads?"
This is a question I often get asked by friends and agencies I’ve worked with or coached. My answer to them is:
If you are speaking to everyone, you are speaking to no one.
One of the biggest mistakes often made, not just by insurance agencies, but by businesses in general, is trying to speak to everyone in their marketing and sales messages. They figure, “if I cast a wide net, I will get more prospects.” Unfortunately, that’s not the case. The broader and more general the marketing message is, the fewer amounts of prospects you will actually attract. Worse, you will end up attracting the wrong type of prospects.
I had the opportunity to speak with my good friend, Danny Chang, and picked his brain to provide marketing advice for new and emerging insurance agencies. Personally, I believe his advice could be applied to agencies of all sizes and stages.
Danny was the former head of marketing and site experience at eBay Motors, and has a long list of amazing credentials and accomplishments. Please see his bio at the end of the blog.
Q: As a seasoned marketing professional, what advice would you give new or emerging insurance agencies to establish a marketing presence for themselves?
The About Us page is a seemingly simple and unimportant page, but this is where most insurance agencies get it wrong. In fact, the “about us” page is often one of the most visited pages on a website.
John Wooden was most famous for his 10 record NCAA championships during his tenure as the UCLA men's basketball coach. Many consider him to be one of the greatest coaches in sports history. Although, he’d prefer people remember him as a teacher vs. a coach. After all, he was a high school English teacher in Indiana for many years before he became a legend in Westwood. In reality, John Wooden’s teachings went far beyond the basket court. His success philosophies have served as the foundation for many leaders and businesses around the world.