What connectedness means for consumer expectation
Why your independent insurance agency’s organic Facebook posts aren’t working.
According to a 2010 Harvard Business Review survey of 75,000 people, building loyalty among your client base has less to do with delighting them and much more to do with informing them. The HBR research found that “exceeding [clients’] expectations during service interactions makes customers only marginally more loyal than simply meeting their needs.”
According to a recent Bain & Co. report, your loyal insurance clients - the ones with whom you’ve built a relationship - will stay with you longer, buy more products, provide more referrals to friends and family, and cost less to serve. In other words, that old saying about it being cheaper to keep a client than to gain a client is true.
With 2016 in the past, it’s time to begin analyzing the trends that will shape 2017. Here are some of the trends that we’re seeing and how you can make the best use of them.
In their highly informative report “Insurers on the Brink: Disrupt or Be Disrupted,” Deloitte Center for Financial Services touches on a common theme in the modern insurance industry: trust. While many older consumers still trust the insurance industry’s authority on matters of risk management, their children and grandchildren are not so confident.
An agency can afford to raise rates if it offers these unique values that consumers prize as much as (or more than) price value.
Use the following components to review and rate your site with an objective party because the very least an agency can do is to sustain a trustworthy online presence.
Launch into 2017 with a more powerful marketing campaign using these five, easy-to-implement tips.
Learn what your independent insurance agency stands to gain through membership in an aggregator group.
Independent insurance agencies can broaden their influence by narrowing their markets.
Use these three simple and innovation social media marketing tools to reach new prospects and connect with the clients you already have.
Independent insurance agencies are more convenient, create more opportunity for savings, and save clients valuable time when compared with aggregators.
Showing your clients you appreciate them is the first and most important step in keeping your relationships healthy and resilient.
Independent insurance agents and small business owners have a lot in common, and smart agents will use that to their advantage - growing their client lists while giving entrepreneurs much-needed support.
Independent insurance agencies are a better option than direct writers when clients want to connect with a real human during trying times.
How can compassionate insurance agents offer support to clients through challenging times?
Your agency should have a social media risk management plan in place before the first internet troll takes up residence on your social media profile.
Tempt your modern insurance prospects with these time-tested marketing strategies.
Even the best independent agents have to work hard to prove old stereotypes wrong. So what can you do to convince potential clients that you’re here to help, not victimize them?
Clearly, social media is a fertile field of opportunity for marketing your agency and keeping clients engaged. Using it wisely and properly, however, is crucial.
If your marketing strategy is going to get your agency to the place where you want it to end up, you first have to know precisely where that place is.
It’s never been easier for small, independent insurance agencies to compete with large agencies for buyers’ inboxes, but what should you include in those powerful drip and transactional emails?
With more powerful market research technology available each year, it’s never been easier to put an end to guesswork and really get to know your market up close and personal.
Use these guidelines to craft agent bios that will remind your prospects that you’re not just experts, you’re real people who will be providing quality, human interaction.
Make the most out of your insurance agency’s website, emails, and social posts by applying these psychological hacks to your content.
While it’s not smart to make PPC your agency’s whole marketing ball-of-wax, including it as one of your strategies may be a good idea. Here’s why.
Capture your prospects' hearts (and their emails) with these easy downloadable lead magnet ideas.
With more and more women upping their earning power and becoming entrepreneurs and/or household decision-makers, it’s past time for the insurance industry to pay attention to this increasingly powerful target market.
Create SMART goals for your agency’s marketing campaign in order to define, achieve, and measure desired results.
The prevailing opinion of others plays a powerful role in your independent insurance agency’s success. And these days, that opinion is constantly being bandied about via online reviews.
You've got a powerful insurance product and expert support at a competitive rate. Don't be afraid to help prospects compare what you offer to your competitors' offerings. Here's how.
If you're trying to get a yes from insurance buyers, try these tested techniques for winning them over.
Show prospective clients that their reasons for buying local products are also the perfect reasons to embrace local independent agencies for their insurance needs.
Referrals from clients and complementary service providers can make or break an independent insurance agency. Here's how to strengthen those relationships for better referrals.
Specialization allows an independent insurance agency to distinguish itself from competitors, to “own” a particular niche by offering in-depth, unmatched expertise in a particular area.
Young agents can teach independent insurance agencies quite a bit about how to stay relevant in the new era.
A 2013 study showed that more than 60 percent of previous direct buyers were already headed back into the comforting arms of independent agencies. Here's what many of them have to say about why.
Despite regular predictions of independent insurance agents' demise, the industry continues to thrive. Here's why.
Today’s sale was only the beginning of what could be a beautiful client relationship. These tips will help you make sure it’s a lasting one.
Establish a clear set of rules about what is and isn’t okay on your agency’s social media channels to strengthen your brand and protect you from social media faux pas.
Get your insurance agency into the social media mix to gain and maintain referral partners.
Standardizing communication is vital to ensuring that your message is consistent, clear, powerful, and in keeping with your independent insurance agency's identity.
The times are changing, and the success of your agency's professional services hinges upon your changing too.
Change the perception that insurance is a boring industry and start infusing your agency with new talent to secure the future for your business and for your clients.
The best independent insurance agencies are those that make professional service their paramount goal rather than their financial bottom line.
Learn how building a more professional online presence as allowed some independent insurance agencies to overcome gloom and doom predictions spurred by growing online competition.
Recording a podcast can be a perfect way for you to answer customer questions, explain complex insurance concepts and confusing processes and elicit testimonials from satisfied customers.
Keywords are the foundation of search engine optimization; after all, consumers rely on specific key words and phrases to find products and services. Finding the right words to use, then, is the first step towards a site that is easy to find.
By acknowledging some of the more general complaints leveled against the insurance industry, independent agencies can differentiate themselves from larger, corporate agencies.
A thorough market analysis provides independent insurance agencies with more than a target market; it also identifies factors crucial for the agencies' future growth.
Studies show that millennials are the most underinsured generation of our time. As an agent, can you throw your hands up and walk away from such a seemingly insurance-resistant market?
To compete in a crowded insurance market, your team needs to keep learning, keep growing professionally, and keep earning designations that go above and beyond the basics.
Workshop marketing can be a highly effective tool for connecting with potential clients and growing your independent insurance agency.
Develop a monthly marketing plan that leaves your insurance agents time to serve existing clients using this eight point strategy.
Add these eight ideas to your newsletter repertoire and delight your monthly readers.
Posting a few positive comments on your company website is definitely a great place to start, but there’s much more to be considered in leveraging the undeniable power of the testimonial to improve your business.
Look no further than your own team of great agents to discover what should lie at the heart of all your marketing efforts.
Boost your insurance sales by using compelling content geared toward your target audience. Here's how it's done.
Before you start planning for the new year, take time to assess the marketing strategies that you had in place this year.
Insurance Business America readers named AgenciesOnline the best of the best when it comes to marketing for independent insurance agencies. Find out why.
Take advantage of the free tools offered by Twitter and Facebook to enhance the effectiveness of your social media presence.
Learn a simple but powerful technique for determining the effectiveness of your insurance agency's curated content.
It’s time that business owners, including local insurance agents, embrace the technology genie rather than futilely willing it back into the bottle. Here's how.
Learn the ingredients that will make your insurance agency's social media posts truly irresistible.
According to Ernest and Young’s 2014 annual report on consumer trust in insurance, the insurance industry was considered less trustworthy than the banking industry. Communication can change that.
As the nation's population diversifies, so must the marketing strategies employed by insurance agencies. Here are a few ways to expand your market.
Learn how to create a powerful call-to-action, or CTA, that prompts prospects to take action today.
It’s easier than ever to develop a website that caters to your entire audience, including the very large portion who struggle daily with audio, visual, physical, and learning impairments. Learn how in this blog post.
One of the most effective tools that you can have at the ready when marketing your products is an “everything we sell” sheet. Learn more about this easy-to-create tool today.
Increase your independent insurance agency's returns by narrowing your marketing focus.
Learn how to stay at the forefront of your prospects’ minds, nurture leads, and provide timely information automatically through drip marketing.
Learn how insurance agencies use technology to connect with prospects at the human level.
Technology's fast pace means that modern marketers must stay three steps ahead of trends, staying aware of the changing landscape and adapting to it. Find out how.
The most critical step towards insuring your agency against digital failure is to embrace the digital age and all of its technology, and a website should be your first priority.
Learn how to create a truly unique value proposition that identifies your insurance agency's most valuable benefits.
Visit these five insightful blogs to get a little inspiration on making insurance informative and even entertaining.
Modern consumers no longer respond to traditional marketing. Embrace content and other inbound marketing to bring them to you.
Get started creating seasonal content for your insurance agency website today!
Learn how to meet the demands of modern insurance prospects right there on your agency website.
By refreshing pre-existing content, your insurance agency can expand its content strategy, reach new audiences, and improve SEO.
Social media provides a means for you insurance agents to connect with existing and prospective clients in a more personal way.
Effective insurance agencies are able to adapt to the ever-evolving market and thrive. Here's how they do it.
Taking time to hear what your clients are telling you about their goals, worries, and questions benefits your insurance agency's marketing strategy.
Outsourcing marketing-related tasks allows insurance agents to focus on their own wheelhouse while capitalizing on the professional expertise of marketing experts.
Modern technology provides a variety of tools that make contact with clients easier than ever before. Are you making the most of them?
Your employees are your insurance agency's greatest assets. Are you making the most of their expertise and enthusiasm in your marketing campaign?
Like all professionals, insurance agents benefit from well-constructed professional development, becoming more enthusiastic and more productive.
While the career paths of insurance agents and marketers may differ in many ways, we have much in common, and in collaboration, marketers can help to smooth over the challenges faced by producers.
Partnering with a dedicated marketing team leads to increased sales, personalized service, and streamlined productivity, all while keeping insurance agents focus on the thing they do best: keeping clients protected.
There’s no question that original, engaging, multimedia content has a powerful impact on engagement with prospective and existing clients as well as on a brand’s online image. Here's how.
Take a look at these statistics to see why videos, images, and interactivity need to be a part of your independent insurance agency’s marketing strategy.
A recent study by the global management consulting firm McKinsey Company revealed that email is almost 40 times better at bringing in new clients than Facebook and Twitter. One reason? More people use email on a daily basis.
Knowing what your insurance agency does best is the first step towards creating an authentic, powerful marketing message. We've got some ideas to help you get started.
A well-designed company website gives smaller insurance agencies a means to provide clients with enticements more valuable than company calendars, mugs, or t-shirts, the costly “free stuff” that larger firms have used in the past to woo clients. On your website, you have an opportunity to provide insight, information, and collaboration that will bring new clientele to you even on a modest marketing budget.
Client personas provide a means by which small insurance agencies can differentiate their marketing strategies. We've provided two models here.
A buyer persona is a carefully constructed portrait of each of your significant market segments. It personifies a market segment to give you a more accurate picture of your existing and prospective clients.
Creating a buyer persona will help you develop a fuller understanding of your clients’ needs and their pain points. Using that information, you’ll find tailoring services and products to suit your clients to be a much simpler task.
Rainmaker Advisory has shared with us a White paper on Building An Annual Sales Plan that will help you in focusing on creating an annual sales plan for your agency.
When you’re in a romantic relationship, that’s about the time things go stale. It may surprise you to learn that the same thing happens with your business website! If you forget about your website, it’s entirely possible that your website is becoming forgettable. Just like your romantic relationships, your relationship with your website sometimes needs a little TLC.
A market is more than a faceless crowd. It’s composed of thousands, even millions, of individuals all seeking a little personal attention and gratification. While it’s clearly impossible to reach out to each potential client individually, social media makes it possible for small insurance agencies to connect with many individuals personally, gaining their trust and confidence so that they become satisfied, long-term clients.
Engaging your existing and prospective clients year round has never been easier, and we've got some tips to help you get started today!
A new year provides a perfect opportunity for small insurance agencies to refresh their marketing strategies. Committing to these five resolutions will give your agency a fresh new face to show to the world.
First webinar to feature Emily Huling from Selling Strategies, Inc.-Clients are Forever-5 Carats that Dazzle and Retain Buyers
You're Opportunity to Provide Safety Tips to Your Visitors and Clients
Take the time to plan 2014!
Referrals from clients and complementary service providers are critical to an independent insurance agency's success. So how can you be a better partner in this important relationship?