So far in the month of January, our Inbound insurance Marketing website has generated 11 leads – all on its own. That’s without the help of any traffic drivers such as pay-per-click advertising or direct mail. Not bad for a boutique advertising agency that specializes in the very narrow niche of insurance.
If your company markets to insurance producers, consider yourself lucky. As a general rule, insurance producers are one of the most responsive marketing audiences you can target. Producers are naturally outgoing and love to be students (AKA guinea pigs) of the marketing process. They’re comfortable online, have more discretionary time than other target audiences and constantly strive to hone their skills.
If your insurance website doesn’t include automated lead nurturing functionality, sales are slipping through your fingers. What is insurance lead nurturing? It goes like this … You come to my insurance website and download my free report, “Effective Insurance Websites.” To obtain the download, you complete a form (this is called a conversion.) Three days later, my website automatically sends you a personalized email asking if you found the free report helpful, and offering another free report about Inbound Insurance Marketing. Ten days later, my insurance website sends you another personalized email with yet another related offer. It continues to do so every 10 to 20 days, nurturing you with helpful information to help you make an informed and educated buying decision. When you’re ready to buy, you will definitely think of me.
Are you a good candidate for Pay Per Click advertising? If you’re not showing up on page one of the search engine page results (SERPs) for the insurance products and services you represent, PPC advertising may be a smart investment.
A few weeks ago, I needed to purchase medals for my son’s basketball team. I’d heard there was a trophy shop on Main Street in a nearby town, so while I was out running errands, I attempted to swing by and place an order. The attempt was as far as I got. I slowly drove up and down Main Street three times and never saw the shop. I wondered if maybe the store had closed, but upon returning home I searched online and found their phone number in an online directory. I called and was told they were located right next to the Chinese Restaurant, on the left side of the street. The woman said, “No one can ever find us, because our sign isn’t very visible from the street.” Hmmm … do you think this business has a problem?
Imagine you’re searching Google for stainless steel mugs to give to your insurance clients. After browsing the top results, you spot a link advertising the exact stainless steel mug for which you’ve been searching. You click through to a page crammed full of everything from T-shirts to key chains. It’s hard to say where the stainless steel mugs are, but they’re definitely not on this page. What’s a well meaning searcher to do? Hit the back button and start over of course!
Topics: insurance lead generation, insurance marketing ideas, Insurance Selling, marketing strategies for insurance agents, insurance sales marketing ideas, commercial insurance marketing, lead generation
This week’s topic is promotional sales letters, AKA the PB&J of marketing. Sales letters are great because they’re inexpensive and don’t require the extra expenses of design and printing. Below is the self-promotional letter that launched my business five years ago.
Two insurance producers worked for the same agency. They were very much alike – they both were intelligent and personable, they both had a strong work ethic and they both were reputable in the community. Except, one producer seemed to struggle to write new business while the other was constantly successful, even nicknamed “Superstar” among her peers. The difference? Superstar understood WIFM.
The successful producer knows that it’s not enough to list the features of an insurance product or service—you’ve got to drive each feature “home” by showing the specific advantages your prospect will enjoy. The easiest way to transform a feature into a benefit is to ask, “What’s in it for me?” If you pose that question to each feature at least three times, the benefit will jump out at you!