Lack of Marketing - The Biggest Threat to Your Insurance Agency
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Salespeople have lost their power; the power now rests with the buyer. Buyers are self-educating and have made a majority of their buying decision before ever meeting with a salesperson. Marketing is THE opportunity for insurance agencies to become part of the educational process as early as possible.
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Lack of Marketing - The Biggest Threat to Your Insurance Agency
- 1. If your prospects can’t find you, you don’t exist
- 2. You are selling in a new era and the buyer reigns supreme
- 3. Just because your agency has survived the last 50 years doesn’t mean it will survive the next two.
- 4. Buyers USED to need you to help them find . . . Prices Product Information Answers
- 5. In today’s online world, they can find all of that on their own BUT, that doesn’t mean they don’t need you more than ever before
- 6. However, when buyers think “all brokers are the same”, it’s up to you to explain why they need you. It comes down to your MARKETING STRATEGY
- 7. And, here is where it falls apart
- 8. An effective MARKETING STRATEGY is your single biggest difference-maker But, it’s also non-optional
- 9. You MUST get the right message, to the right people, at the right time, in the right places Overwhelming? Absolutely But, anything less and you fail
- 10. Your current message, if you even have one, is likely being ignored
- 11. We live in a time of information overload
- 12. 44% of direct mail is never opened 86% skip TV commercials 91% unsubscribe from emails 200 million say “Do Not Call”
- 13. Do you know why you’re being ignored? Any message you send to a prospect likely sounds just like everyone else’s message, including their current broker
- 14. We’ve been in business for 112 years We’ll quote for free We have the carriers We have “value-added” services We provide great service We’ll be like an extension of your HR department
- 15. It’s time to transform your marketing into something people LOVE, WANT, and NEED image courtesy of HubSpot
- 16. The right marketing strategy will have prospects knocking at your door image courtesy of HubSpot
- 17. Top of the Funnel 75% of Website Traffic Middle of the Funnel 22% of Website Traffic Bottom 2-3% It starts by understanding what your prospects and clients are looking for during their buying journey. Specific information on your agency and how you can satisfy their needs Educational information on the challenges affecting their business Educational information on the type of solutions that can help satisfy their needs CONTENT IS KING image courtesy of HubSpot
- 18. Blogging Social SEO Tools to Attract Visitors Tools to Convert Leads Tools to Close Customers Landing Pages Forms Email Marketing Automation Analytics CRM Sync Calls-to-action Lead Management Strong brand and predictable growth And, it continues with the proper application of the proper tools to share the content and convert prospects into clients. image courtesy of HubSpot
- 19. Executing on an effective Marketing Strategy may not be easy, but, when done well, it makes the rest of selling infinitely easier
- 20. Are you ready to learn how to turn your greatest threat into your greatest COMPETITIVE ADVANTAGE?
- 21. How prepared are you to effectively market to today’s buyers? Click to download Q4i Marketing Readiness Assessment
Notes de l'éditeur
- Impact Sustainable – Based on early on prediction in this article that a stronger, smarter, more capable industry would be the result of 10,000 agencies http://www.ibamag.com/us/news/breaking-news/there-are-too-many-independent-agencies-says-industry-exec-19296.aspx http://www.independentagent.com/Resources/Research/SiteAssets/AgencyUniverseStudy/agency-universe/R63-2014-Agency-Universe-Study.pdf
- Impact Sustainable – Based on early on prediction in this article that a stronger, smarter, more capable industry would be the result of 10,000 agencies http://www.ibamag.com/us/news/breaking-news/there-are-too-many-independent-agencies-says-industry-exec-19296.aspx http://www.independentagent.com/Resources/Research/SiteAssets/AgencyUniverseStudy/agency-universe/R63-2014-Agency-Universe-Study.pdf
- Impact Sustainable – Based on early on prediction in this article that a stronger, smarter, more capable industry would be the result of 10,000 agencies http://www.ibamag.com/us/news/breaking-news/there-are-too-many-independent-agencies-says-industry-exec-19296.aspx http://www.independentagent.com/Resources/Research/SiteAssets/AgencyUniverseStudy/agency-universe/R63-2014-Agency-Universe-Study.pdf
- HS We took a serious look at traditional marketing, and realized it was an industry being disrupted. There was no 1 event that disrupted the industry, it’s the result of humans evolving and changing their behavior. These stats on your screen are just some of the reasons we at {{INSERT YOUR AGENCY NAME}} believe in Inbound Marketing.
- HS Inbound Marketing helps your company build your brand and create valuable content that will help you get found online. The idea is to create valuable website pages, blog articles, social media messages, etc that are optimized to drive qualified leads to your site.
- For those of you that don’t know about inbound marketing, it’s a new way of marketing that attracts strangers to your website and ultimately converts them into promoters of your company. That is an overly simplified definition, but inbound marketing is a way to position your company as a leader in your space and provides you with a way to build trust and credibility with your prospects and customers, which is more important than ever in this age of disruptive innovation.
- Inbound Marketing is a way to provide value to your prospects and customers at every stage of the marketing funnel. We start at a very high level, providing broad information on your industry. Prospects find you without having to search for your specific company name. They begin to think of you as a leader in your space, and come back to your site. You provide information more and more specific to solutions and then ultimately, your brand, so they can consume at their own pace and see the value in doing business with you.
- All of the elements on your screen all go into an inbound marketing strategy, setting your company up for success and insulating you from disruptors by creating a strong, healthy brand.
- By the time a buyer meets with a salesperson, they are 60% - 90% of the way to a buying decision
- PRO TIP: Add a compelling image to make them realize how great it would be to work with you.