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.
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.
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.
“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.
Squirrel! How to Focus on Marketing Principle #1 for Your Insurance Agency and Not Get Distracted by Shiny Objects!
Squirrel! It’s very easy in today’s connected world to get distracted by the next shiny object. For kids and teens, it was Pokemon Go, then fidget spinners, and whatever else that will come next. When it comes to marketing for insurance agencies, it can be the newest social media platform, to the newest integrated insuretech products.
Don’t get me wrong, there are many new and great tools coming out by the minute. Some may just help move your agency forward to the next stage of growth, while others may be a distraction that costs you time and money.
So how do you decide what’s the right tool? How do you decide if Periscope, Facebook Live, Snapchat, or that insuretech company that keeps emailing you is the right one to use?
Before you can decide what tools to use, you must first back up and answer the most important question…
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?