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 Unfortunately, what may have seemed good five years ago may be outdated and irrelevant today.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.
When you are running an insurance agency, you have so many KPIs (key performance indicators) you have to monitor: hit rate, conversion rate, quote rate, decline rate, average premium/revenue, retention rate, loss ratio, and so on. One KPI that is often ignored or simply unknown is the customer LTV or customer lifetime value.
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.
Today, I have the privilege of having my good friend and trusted advisor, Paul Ganem, as our featured guest blogger.
Paul is a seasoned sales and recruiting professional. He’s served in a variety of recruiting roles for national/regional staffing and mortgage firms, as well as, the CEO of his own recruiting firm.
"How do I stack up against the rest?" It's a great question. There are a number of ways you can measure the reputation of your business: online reviews, customer satisfaction surveys, and more.
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.
Too many organizations rely on “hope,” or just play the numbers game until they find their next top performer. If you work for a Fortune 1000 company with plenty of financial and human resources, this may be an acceptable practice. However, if you are a small insurance agency, you can’t afford to roll the dice and hope for the best.
Every hire you make is a strategic one for growth when you are small or growing. The truth of the matter is it doesn’t matter if you work for a $1B company with 10,000 employees or a $300,000 company with a team of 2, hiring your next top performer is crucial to the continued growth and success of the company.
The difference between hiring excellence and hiring mediocrity is the selection process and, mainly, the interview process. However, the focus and attention for most agencies, and frankly the “talent” industry, is not focused on the interview and hiring process.
If you watch Food Network, Travel Channel, or other similar channels, you have probably seen one of the shows where there is a struggling business, often times a restaurant, bar or hotel, and an expert is brought in to fix the problems and turnaround the business.
When I watch these business makeover shows, I always notice a common theme on why they are failing. Week after week, show after show, the problems are always the same. These businesses always seemed to lack the same things: Leadership, consistent processes, and marketing. These businesses struggle with low revenue, which are exasperated by poor customer satisfaction and employee morale. Not too different from real life. Think of the businesses you avoid going to. What do they have in common?
Poor customer service?
Bad service or products?
The business is just "meh," and doesn’t stand out?
Who is to blame for the business’s failure? Is it the staff?