The days of relying solely on referrals or in person networking as an insurance agency lead generation strategy are coming to a close for many agents and agencies. New economies of scale offered by more efficient marketing methods are typically needed to supplement traditional marketing methods such as networking and referral generation. Producers seeking to carry their unique value proposition to targeted prospects, especially in the commercial insurance and group benefits markets, typically need an improved insurance lead generation strategy to increase the suspect and prospect pools in their respective pipelines.
The list of possible marketing and lead generation initiatives is hardly endless, though somewhat exhaustive, and can be daunting for many small to medium sized agencies and brokers. Defining the type of agency we should describe a small to medium in size is subjective, so in this case we’ll use financial parameters from $2 Million to $50 Million in commission revenues as an attempt to frame this group. Granted, though there is a major difference between a $2 Million agency and a $22 Million broker, there are also similarities when it comes to their respective marketing challenges. Once an agency exceeds $50 Million in revenues, they should be able to sufficiently staff up for most of the initiatives noted below. The skills necessary for these types of marketing initiatives are truly varied, and include all of the following:
VP Marketing (Marketing Strategist/Generalist)
Programmers for Websites (HTML, PHP, etc.)
SEO Specialist
Web Analytics Manager
eMarketing Manager
Writer/Editor
Blogger, Vlogger
Social Media Marketer
Graphic Artist
Telemarketer (Appointment Setter)
Video Specialist
Some of these skills may be combined into one marketing position (writer, editor, blogger for example), while others are disparate and would require specific skill set staffing of that position. Even larger agencies, those with $50 Million and greater in commission revenue, outsource some of these tasks when there is not an ongoing, full time need for that skill set. Video is a good example of this, as are graphic artists and SEO specialists.
Here are 20 insurance agency marketing and insurance lead generation initiatives every agency can leverage. Some of these are modest efforts, others far more comprehensive. How many of these insurance marketing initiatives can your agency check off?
Insurance Agency Marketing Plan
Updated Insurance Agency Website
Website Analytics
Web Visitor Identification System
Organic Insurance SEO & PPC Ads
Insurance Search Engine Marketing
Insurance Social Media Marketing
Agency ePublishing
Agency Blogging & Vlogging
Insurance Agency eMarketing
Insurance Web Seminar Marketing
Contact List Generation & Email List Generation
Agent Buyer Personas by target market
Prospect ID or other Prospect Qualification Methodology
Website Video Creation & Client Testimonials
eBrochures & Client Case Studies
Newsletter Creation & Distribution
News Releases
Insurance Agency Telemarketing & Lead Handling
Prominent, effective and measured Call To Actions for your website and all marketing materials
There are other marketing initiatives which can be used including snail mail marketing, traditional seminars, sponsorships, traditional advertisements, etc. Most of these leverage the skill sets discussed earlier and all of these can be considered, though a focus on digital and repeatable is usually advisable. Producers, executives and owners all seek to grow their book of business. Marketing is time and budget driven, and if done correctly, should provide an ROI driven formula to cost justify the investment.
For more information on territory exclusive insurance agency marketing programs and insurance agent lead generation go to: http://www.startupselling.com/insurance-agency-marketing.html. StartUpSelling, Inc. provides outsourced insurance agency lead generation services focusing in the areas of insurance agent telemarketing, insurance agency eMarketing, web seminar marketing, and insurance agency web marketing. StartUpSelling, Inc. specializes in innovative entrepreneurial marketing, sales and lead gen concepts.
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