How are you advancing your agency’s insurance agency marketing plans and strategies? Do you talk about actually executing these crucial insurance marketing initiatives? Are you getting the results you want from your marketing efforts? How are you measuring ROI and measuring campaigns? Are your programs web-based or traditional? Check out the following key web marketing activities for insurance agencies to see if you get a passing grade. To determine your web marketing grade, check off each item below and add the total.
Emarketing for Insurance Agency – Your agency uses professional e-marketing campaigns that offer a monthly webinar, case studies or newsletter and has compiled a substantial opt-in email list (5,000+). You strictly follow CAN-SPAM regulations, and you measure the effectiveness of each campaign. You are able to immediately honor requests for opt-out and you have zero spam complaints.
___ Insurance Agency Website: You have a current website that is attractive, user-friendly, compatible with all browsers, and has compelling, sticky content. You can link to your social media accounts by using prominent social media icons.
___ Agency blog – You have at least one blog that is prominently displayed on the website of your agency, and 2-3 posts each week. If you add images to your blog posts, you will get extra credit.
Agency Video – Your agency invested in video vignettes for your website, which provide information about your value proposition, products, and services. This video can be used on your blog and website (insurance agency vlog).
YouTube – You’ve created a YouTube channel that leverages the website video you mentioned earlier, and you are currently working to increase views.
Social Media Marketing for Insurance Agency – Agency executives, producers, account managers, and service teams use LinkedIn, Facebook and Twitter to increase their insurance agency’s web marketing reach. Additional credit for having standardized your LinkedIn employee profiles and created a professional LinkedIn and Facebook company page.
___ Agency webinars – Your prospects and clients have attended your webinar series. You’ve also established a following that allows you to receive between 50-500 registrants per webinar.
___ Client Testimonials: You have professionally designed PDFs with client testimonials that describe how your agency has improved service, coverages, or solved a specific problem for multiple accounts. Additional credit for having both written and recorded testimonials. These can be added to a private or public section of your website.
____ Value Proposition (Elevator Pitch & Telemarketing Pitch) – After vetting all three versions, your agency published them to the agency. They also practice them regularly at company meetings. As the market changes, these pitches are constantly refined and improved. The value proposition, which is displayed prominently on your Home Page, is the main theme of your agency’s insurance website.
___Collateral – This is actually electronic fulfillment, or eCollateral. It can be printed upon request if necessary. This eCollateral can be professionally branded and communicates your services and value proposition. It’s used to send information via email and by producers working on their pipelines. eCollateral is essential for professional lead handling and lead response.
___ SEO: Your long-tail keyword analysis for insurance has been completed and your website has been professionally optimized. Your agency is prominently displayed in organic search results (SERPS).
It’s now time to decide your grade. The above list includes 11 marketing initiatives for insurance agencies. If we use the term “ongoing” in our grading it means that your agency provides an ongoing webinar series or biweekly email marketing campaigns, and not just one or two per year. Here are your grading criteria.
Web Marketing Report Card
These are ongoing and completed in a number of cases. Congratulations! You’re now a top web marketing agency.
B-8 or 9 are complete and ongoing. You are making progress in your agency’s quest to create a web marketing machine. Video and SEO are important marketing tools that agencies should be focusing on.
C- 7 are complete and ongoing. While you receive a passing score, there is still much work to do.
D – 6 are ongoing and completed. Half of these web marketing initiatives need attention. Your agency should be able to find a way to address these issues as soon as possible.
F – 5 of these are complete and ongoing. You are not on the web marketing train. You need to determine which open initiatives are feasible, and then assign them to an internal source or outsource the function. SEO and social media often work together and can be combined very quickly.
Many brokers and agents lack the expertise and resources to carry out these initiatives. Even if they have the tools, many agents and brokers lack the knowledge to use them properly. These cases are where agents and brokers have the option to outsource this type of task to an experienced insurance agency marketing firm.
