Planning for Uncertainty

The traditional business plan includes short-term and long-term goals and projections. But, how do you plan when you can not guess what will happen? Some things are shifting faster than you can keep up with, while other things can drastically change based on politics. Part of the reason for our current economic challenges is due…

The traditional business plan includes short-term and long-term goals and projections. But, how do you plan when you can not guess what will happen? Some things are shifting faster than you can keep up with, while other things can drastically change based on politics. Part of the reason for our current economic challenges is due to short-term thinking. Traditional business planning is becoming obsolese.

However, if a business abandons long-term planning it has no direction and will be totally reactive and not proactive. The focus on short-term trends will cause a business to chase after opportunities, instead of creating them.

So, what is a business to do in these uncertain times? The key is to develop a plan that has both a flexible foundation and scalable systems.

Consider the typical insurance agency. It would have various lines of business; personal lines, commercial lines, group benefits, etc. Some agencies may have several niches like construction, retail, D & O, etc. These business segments are the foundation of the business.

The business segments can be considered as something close to long-term goals. It is easier to predict that health insurance is currently uncertain, while personal lines seems stable at this point. The key to long-term planning is to accept that one or more segments might not perform in the future. The agency needs to plan for flexibility between departments.

Regarding insurance agencies', if health insurance sales drop off significantly, how can those resources be redirected to other lines? Or, what options are available to decrease overhead? It is important for a business to add or delete segments of business as trends change. In most cases, these trends would take about five years, plus or minus a couple of years.

Create a Scalable Plan
Once these segments are identified and trends established, the next steps is to create a scalable system. A plan needs to be established to grow or shrink each segment of business based on current trends. Let's assume the contractor's niche is shrinking. What can be done to increase sales in the other niches? Scalability means to plan for increasing or shrinking a segment of business based on demand.

A scalable business is able to increased revenues while the ratio of cost to revenue is less to deliver than current ratio. In other words, the cost of growing is far outweighed by the resulting profits. A scalable business is one that can take on new clients without increasing workload.

Businesses will always have operating costs, but scalable businesses try to keep low their variable costs – or the costs incurred with each customer they gain. A business that follows a scalable model will not have its cost per customer increase, even if it gains 100 customers overnight.

Insurance is a little less fickle than other businesses. Cabbage Patch dolls and Pet Rocks have a very short cycle compared to most lines of insurance. This means insurance agencies have a little more time to scale the business, compared to some other types of business. Insurance agencies are also not as scalable as a business that does not manufacture widgets.

The good news is that when there is a focus on niches or specific lines, the agency is able to have some level of scalability. It is important to create a system to quickly adapt to short-term changes. If one line drops, the agency needs to be able to move resources to the lines that have the potential for growth.

This type of system will require cross training and individual flexibility. The business plan needs to incorporate these requirements and train its people to know when operations need to change.

Conclusion
These are uncertain times. Most businesses are experiencing increases in risk. They key is to develop a business model that can adjust both its foundation and scalability, depending on the circumstances.

Insurance Sales and Business Building Ideas

Four Insurance Business Building Keys 1) Retain Current Customers It takes five times as much time, money, effort and energy to get a new customer as it does to retain a current one. Current customers are your foundation and the first step to building a business is keeping that foundation firmly in place. You keep…

Four Insurance Business Building Keys

1) Retain Current Customers

It takes five times as much time, money, effort and energy to get a new customer as it does to retain a current one. Current customers are your foundation and the first step to building a business is keeping that foundation firmly in place. You keep that foundation in place by regularly communicating with customers, delivering top-notch customer service, and making making sure your customers are extremely happy with you and the service you are providing. You should be asking, and otherwise surveying customers, on a regular basis as to what they like and what they think you can improve upon. When you do speak with customers, let them know you appreciate their business. Never take customers for granted or let your service slip.

Do what you can to build a personal connection with customers. Send thank-you notes, cards on special occasions, and find other ways to add that special touch and let customers know you care. We know that people do business with people they know, like, and trust, and in fact, studies show that 97% of people list that as the number one reason for doing business with a particular company. It's simple, before a friend leaves you for a better price or perceived better service, they will at least pick up the phone and call you.

Note: I realize there may be some customers you do not want to retain and that's fine, just make sure to remain professional and above-board. You do not want to tarnish your image or give anyone any unnecessary ammunition against you.

2) Review Coverage

Not only is reviewing coverage on an annual basis the right thing to do for your customer, it can also provide the opportunity to increase coverage and add other items so adding premium dollars. Of course you only suggest increasing coverage if it is necessary, never in an attempt to simply increase premium and make more money at the expense of your customer. In addition to opportunities for more business, reviewing coverage helps ensure that both the customer and you are covered in the case of a claim, as most complaints come from insufficient coverage and a lack of communication.

3) Inquire

Studies show that the average policy holder has 6-7 policies while each agency has only 1.5 of those policies. During your annual review and other conversations with the customer, you want to inquire about other policies the customer might have that you can get.

For over 20 years I had my auto policies with one agent, my home-owners with another, and several other policies in other locations. This was due to several reasons, but it is clear that I am more the rule than the exception. Not once in that twenty-year time frame was I asked by any of my agents about other policies I had elsewhere. Not once. If they were trying to get rid of me, I would understand however, due to the fact that I have never had a claim, pay my above-average premiums in full with the first invoice, and am otherwise a good customer, I can only assume that they are missing the boat. If someone has a home-owners policy, there is a very good chance they at least have an auto policy or two. It's as simple as saying something along the lines of, “By the way, if we bundle your auto and home-owners I may be able to save you some money. the other guy honest? ” With one or two simple questions during each review, it's entirely possible to double your business.

4) Pursue New Business

This one is pretty self explanatory and should go without saying. In addition to adding new customers to your current base, you will occasionally have to replace customers that die, ones you decide to let go, or ones that leave for some other reason.

Start by deciding how many new customers you would like and then determine how many prospects you need and how you will get those prospects. Break your annual goals down to monthly, weekly, and daily activity and then get to work. These days, with the average agent and agency cutting back, it's a great time to go get new, competitive business. And remember, you're in sales and sales is a numbers game. While it's true that you need quality behind the numbers and the temporary relationships, in order to get the relationships, you need to talk to lots of people. It's simple, the more people you talk to the more business you will do. If you talk to enough people during the day, you will ever run into someone who says, “I need what you have” or, “I know someone who needs what you have.”

Techniques for Finding the Best Insurance Sales Leads

When looking for cost-effective and superior insurance sales leads, consider the fact that: 1. Selling a product to someone who is either interested or ready to buy is a pretty tough prospect. 2. A great deal of time is spent looking through databases, hunting down lists, and trying to figure out which prospect service is…

When looking for cost-effective and superior insurance sales leads, consider the fact that:

1. Selling a product to someone who is either interested or ready to buy is a pretty tough prospect.
2. A great deal of time is spent looking through databases, hunting down lists, and trying to figure out which prospect service is worth the money.
3. It is quite a task to find people who are ready to buy now.
4. An awful lot of time is spent looking for good prospects instead of pitching them.

Many people have spent money on lead generation services where prospective customers provide their name and contact information in order to qualify for or receive a prize or giveaway. This kind of lead collection produces many cold prospects, because people are mainly interested in receiving a prize and not in the product.

The right insurance sales leads are the surest path to bigger and faster missions. When trying to sell insurance without decent sales leads, an inordinate amount of time is spent for very little gain. To find the best prospects, one should consider the following valuable information designed to help develop a lead system where motivated, ready-to-act clients are calling in, which will substantially reduce the need for making cold calls.

FAMILY AND FRIENDS

Start with family and friends. They may know someone needing this type of service, or may possibly suggest potential clients that would be open to listening to the information being provided.

CURRENT CLIENTS

Current clients may be the best source of leads. If selling multiple lines of insurance, talk with them about other policies that are available that they may be interested in.
At the end of scheduled appointments, ask if they have any referrals that might be able to use these services.

NETWORKING

Doing a good job of networking when out of the office can be generous. Never launch into a sales presentation in a social situation without the other person has taken the lead, which will rarely happen. Contact them at a later time to keep business and social conversations separate.

JOIN ORGANIZATIONS

Joining community organizations will likely increase networking opportunities. If an abundance of insurance agents are already members, search for groups that have yet to be heavily infiltrated to avoid wasting time and money.

PAY FOR LEADS

It may be appropriate to pay for insurance leads, but ask other agents what lead companies they may have had luck with. It's always a good idea to ask an established agent who is not in direct competition, otherwise he or she may not be as willing to help out with information.

ENLIST STAFF

If there are assistants who work, taking calls and greeting clients, train them on how to cross-sell and ask for referrals. They can become a valuable resource as well.

Employing some or all of these methods can help build a strong client base, regardless of whether or not they purchase financial products or services. It can also generate a steady stream of free insurance sales leads and unsolicited referrals from friends, satisfied clients, CPAs, attorneys and other financial professionals.

Insurance Marketing Agency Outsourcing Versus Internal Staffing Models

For most insurance agencies, brokers and wholesalers, it's illegally to internally staff up on all their insurance marketing initiatives. This is as true for insurance organizations as it is for most businesses, especially those between $ 1 Million and $ 50 Million in revenues. Some might refer to this as the SMB market. Businesses of…

For most insurance agencies, brokers and wholesalers, it's illegally to internally staff up on all their insurance marketing initiatives. This is as true for insurance organizations as it is for most businesses, especially those between $ 1 Million and $ 50 Million in revenues. Some might refer to this as the SMB market. Businesses of this size may lack a sufficient large marketing department to cover all the skills needed for a comprehensive marketing program. Consider that an insurance marketing plan can comprise many and varied marketing activities. For example, in any given year, once a marketing plan is created, an organization may wish to embark upon an organic search engine optimization initiative, helping their website rise to the top of the SERPs (Search Engine Result Pages). Or they may wish to build an opt-in email list and offer an educational webinar series to their targeted prospects. In fact, any of the following elements may be needed, and many of these types of marketing activities require very specific and sometimes very technical skill sets:

  • PPC ads, Banner Ads
  • Insurance eMarketing
  • Insurance Newsletter Distribution
  • Blogging, Vlogging, News Releases
  • Insurance Social Media Marketing
  • Insurance Website Development
  • Web Seminar Marketing
  • Contact List Generation, eMail List Generation
  • Insurance Telemarketing, Appointment Setting
  • Client Testimonials and Case Study Creation
  • Insurance Agency Lead Generation Programs
  • Organic Insurance Search Engine Optimization
  • Insurance Agency Video Creation (and YouTube video)
  • Insurance Web Marketing Plans

These are just some of the marketing activities agents, brokers and wholesalers may utilize in their marketing efforts. There are also many traditional initiatives such as print advertising, association marketing, sponsorships, etc. How can an owner, manager or agent determine if they should internally staff a position or outsource the position? An easy ROI is based upon the marketing activity and frequency of the activity. For example, let's say they want to increase insurance agency leads, and opt to send out two webinar email campaigns per month and run a webinar as the Call to Action for the campaigns. Further, let's assume they want to do this every month for a year. If it costs $ 60,000 per year to hire an eMarketing manager to do this, versus $ 20,000 per year to outsource it, it's an easy decision. However, if the goal is to run six webinars a month to various target verticals, with 12 eMarketing campaigns per month, then it could become a closer call, as the outsource costs may begin to approach the internal staffing cost. Makes sure both costs are evaluated as fully burdened costs (outsource should include all infrastructure while internal staffing costs should include health benefits, expenses, and related overhead).

Take the same approach with Search Engine Optimization and insurance websites. Would a full time developer and organic Search Engine Optimization specialist be needed to create and update your insurance agency website, or do you simply need a new website with periodic updates. Today there are many good options for new insurance websites that include Content Management Systems (WordPress, Joomla, etc.) allowing businesses to use nontechnical resources to make most of their own website changes. Agents should review their goals, create a marketing plan (a possible outsource), and determine the ROI of staffing outsourcing for their specific marketing initiatives. This is often an iterative process, not a one time annual event.

What to Look for in a Good Insurance Agent?

Insurance agent – does the word ring any bells? May be a figure of a relative or a person who pests you to meet his monthly sales target comes to your mind. Or you remember a person who you rush to do last minute investment to save on income tax. A good insurance agent is…

Insurance agent – does the word ring any bells? May be a figure of a relative or a person who pests you to meet his monthly sales target comes to your mind. Or you remember a person who you rush to do last minute investment to save on income tax.

A good insurance agent is like a good doctor or a lawyer with whatever you should have good relationship with. You never know when you will face an emergency need the help of an insurance agent. Selling you an insurance product is just a very small role that an agent has to perform. As a professional dealing with insurance product, he can perform a very key role in securing your and your family's future, to plan for important events in your life such as your child's marriage or planning your retirement. Following are some of the important attributes you should look for in an insurance agent:

1. He should be a good educator

The world of personal finance is evolving by the day. Companies are wooing customers with new investment products and sales gimmicks. A good insurance advisor is someone who should help you cut through the clutter and determine what your exact financial goals are and recommend products which should help you achieve those. He should be well informed about the new products available in the market, what are their key features, how safe or riskier are they and what kind of instruments do they invest in, so that he can provide you with insightful advice.

2. It should be the seller of products from multiple insurance companies

This way he will be able to provide you options and help you select the best product suited for your needs. If he sells products from one insurance company, then he would be more interested in getting you to buy that rather than determining which is the best one for you

3. Level of customer service

You insurance agent should facilitate your interaction with the insurer. He should be facilitating your premium payments, send you reminders when your installations are due and keep you updated about the status of your policy. In short, he should act as a single point of contact between you and the insurance company.

4. Help you in the claim process

Insurance claim is a very important process. Usually you go for a claim when you are in a disturbed state such as death of the breadwinner of the family or a health insurance claim when someone in your family is hospitalized. You will probably need prompt settlement of your claim if you want to finance a planned event such as your child's education. A good insurance agent should assist you with this process, help you with the paper work and promote your case among the insurance company's officials. He should be your advocate to the insurer facilitating fast and apt claims for you.

Selection of an insurance agent is more important than selecting an insurance product itself, as a good agent will automatically assist you to plan your insurance portfolio. In addition to this, you should spend quality time and effort to plan your insurance portfolio with your advisor.

Insurance Agency Emarketing and The Auto Mechanic

Insurance Agency Emarketing, if done correctly, can be a superior insurance agency lead generation solution. In many cases, less is more when it comes to eMarketing, controlling aggressive eMarketing trends when it comes to campaign frequency, while taking a full throttle approach when it comes to high quality, relevant content creation. Emarketing is growing increasingly…

Insurance Agency Emarketing, if done correctly, can be a superior insurance agency lead generation solution. In many cases, less is more when it comes to eMarketing, controlling aggressive eMarketing trends when it comes to campaign frequency, while taking a full throttle approach when it comes to high quality, relevant content creation.

Emarketing is growing increasingly complex, it's very difficult to be a hobbyist and successfully implement insurance agency eMarketing strategies. Perhaps we can leverage a car analogy here. As car engines have evolved from the more simplistic engines of the 50s and 60s to today's complex pollution compliant and hybrid vehicles, so has the intricacies of eMarketing. Decades ago, many weekend warriors worked on their cars as a hobby and / or a way to save money. Today, very specialized tools and skills are needed to fix engines, beginning with computerized engine diagnostics, and culminating with the training and skills for ongoing maintenance. This is analogous in many ways to insurance eMarketing, which is also complex and requires specialized tools, skills and knowledge relating to CAN-SPAM regulations, Bayesian filtering, email open and click rates, split tests, link analysis, conversion optimization, multipart mime delivery and opt-in best practices.

Common errors and omissions often result in lost opportunities or ineffective eMarketing initiatives. Some mistakes in include:

  • HTML Rich emails: Text based emails (or emails with limited graphics) stand are more likely pass junk mail and corporate email filters than HTML emails.
  • Spam Words: Words such as free, save, super saver, etc. can activate junk mail and corporate email filtering.
  • Rush Words: Buy Now, Sales Ends Tomorrow and Do not Wait are all examples of Rush Words. Once again, this type of content is more likely to invoke the wrath of spam filters.
  • Shouting: Colored fonts, Italicizing, Boldface, Excessive Capitalization & Exclamation marks are called “shouting”, and a good way to get sent into a junk or spam folder.
  • Bayesian Poisoning: Odd or complex phrasing can invoke something called Bayesian Poisoning, which appears to be an attempt to bypass Bayesian spam filtering and results in your email looking like spam, even it it is legitimate.
  • Limit Graphics: Graphics can display poorly, particularly for text based email clients. Do not assume what you see is what they get. What you think you are sending might look great, but what your client or prospect sees, may look very different.
  • Above The Fold Graphics: If you need to send graphically rich emails, a newsletter for example, try to limit the amount of graphics used, before readable text can be rendered. That way if graphics are stripped out (by Outlook for example), email recipients are more likely to understand the content intended.
  • E nhanced Email Signatures: If your email signature (name, contact info, social media links, website link, etc.) uses sepcialized fonts, boldface, or appears in a different color, this is still “shouting” as in our example above and can invoke the wrath of spam filters.

Larger agencies may invest in a full time eMarketing Manager or Web Marketing Manager to successfully implement their eMarketing campaigns, but many agencies can not cost justify the expenditure for a full time position. In these instances, agency executives and producers must choose whether to attempt eMarketing and web marketing with untrained internal staff (aka the eMarketing hobbyists) or outsource to a reputable insurance agency marketing firm. Should an agency consider the latter, they could approach it as a knowledge transfer, or part of an ongoing marketing initiative leveraging an outsourced model.

Insurance Agency Marketing and Insurance Agency Lead Checklist

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…

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 suspicion and prospect pools in their respective pipelines.

The list of possible marketing and lead generation initiatives is extremely 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 adequately staff up for most of the initiatives noted below. The skills necessary for these types of marketing initiatives are strictly 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?

  1. Insurance Agency Marketing Plan
  2. Updated Insurance Agency Website
  3. Website Analytics
  4. Web Visitor Identification System
  5. Organic Insurance SEO & PPC Ads
  6. Insurance Search Engine Marketing
  7. Insurance Social Media Marketing
  8. Agency ePublishing
  9. Agency Blogging & Vlogging
  10. Insurance Agency eMarketing
  11. Insurance Web Seminar Marketing
  12. Contact List Generation & Email List Generation
  13. Agent Buyer Personas by target market
  14. Prospect ID or other Prospect Qualification Methodology
  15. Website Video Creation & Client Testimonials
  16. eBrochures & Client Case Studies
  17. Newsletter Creation & Distribution
  18. News Releases
  19. Insurance Agency Telemarketing & Lead Handling
  20. 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 seminaries, sponsorships, traditional advertisements, etc. Most of these leverage the skill sets discussed earlier and all of these can be considered, although 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.

Reasons Why Insurance Brokers Are Becoming Very Popular

In the recent past when anyone referred the word “broker” many people tended to shy away, because they knew that this was a person or an organization that was after his or her money, for what seemed to be no reason at all. To make it worse, knowing that the broker who was looking for…

In the recent past when anyone referred the word “broker” many people tended to shy away, because they knew that this was a person or an organization that was after his or her money, for what seemed to be no reason at all. To make it worse, knowing that the broker who was looking for an opportunity to talk to you was an “insurance broker” was enough to make someone switch off; however, these days, people's perceptions are changing. People are beginning to accept insurance to be an integral part of life, because of the many advantages that it comes with. The following are some of the reasons why insurance brokers are becoming popular by the day:

· Information

It is a true saying that people perish because of lack of knowledge. The value of insurance can not be taken lightly, because it has restored many people and businesses to good standing when they were on the verge of destruction. The good thing about an insurance broker is that he or she will offer you all the information that you need about the best policies to fit your situation, whether it is with regard to life insurance or property insurance.

· The best insurance companies

You can come across insurance brokers who will offer you a variety of companies to acquire the best covers. Brokers are likely to have all the rates for the companies that you may be interested in, and of greater value is their histories. A broker is able to give you true accounts of the experiences that people have gone through in the hands of particular insurance companies , and this will help you to make the best decision.

· Timely payments

One thing that most policyholders take lightly is the deadline for the payment. Most insurance companies will not compensate an individual if he or she has not paid in time. There are brokers who will always remind their clients to make the payments before the due date, and this keeps them covered regardless of when a risk materializes.

· Affordability

Most people think that working with a broker is far more expensive than working with an insurance company directly. Although in most cases that is the truth, there are cases where it is actually the opposite. There are insurance companies that pay brokers from the amount that a client pays, therefore, whether an individual goes through a broker or not, he or she will pay the same amount. The broker on the other hand will save an applicable a lot of time, and energy, things that are equated to money in this day and age.

Insurance Brokers: How to Generate Insurance Leads Using Direct Mail

Struggling to generate enough leads in your insurance business? Need to know how to generate insurance leads? Direct mail is the proven winner. It works. Even Google uses direct mail to sell their Google AdWords and other services. Here's a quick look at why direct mail is so powerful and how to use it to…

Struggling to generate enough leads in your insurance business?

Need to know how to generate insurance leads?

Direct mail is the proven winner. It works. Even Google uses direct mail to sell their Google AdWords and other services.

Here's a quick look at why direct mail is so powerful and how to use it to generate more insurance leads.

Why Direct Mail Works

No other advertising medium delivers the returns of this type of advertising. According to recent studies, almost 80% of households either read or scan advertising mail they receive. Plus, direct mail delivers a whooping 13-to1 return on investment, gaming newspaper, radio, television, billboard, and email advertising.

Even with all the online and social media hype today, direct mail is alive and well.

How to Make Direct Mail Work in Insurance Lead Generation

Here are a few little things to Incorporate in your insurance direct mail campaigns that make a huge difference.

Add Color

Color helps your envelope, postcard, or letter stand out. Color triggers emotions. A neutral color is soothing and professional. Blues and greens convey calm and stability, which is important in insurance. Red, orange, and yellow signal caution or doubt and should be avoided in your insurance lead generation mails.

Personal Touch

Insurance is a highly personal, relationship based business. Adding that little personal touch, including the prospects name on the envelope, salutation, and even in the body of your mailing separates you from the crowd. This personal touch makes the reader feel special and begin to build the relationship.

With today's database software and printing technology, adding personalization boosts your insurance lead generation results.

Make a Clear Offer

This is the secret sauce in how to generate insurance leads. Include one clear, simple, easy to understand offer.

For example: Call for a Free Consultation Today , or Visit DenverAutoInsurance .com for a Free Safe Driver Report .

Make sure your offer stands out. Use Bold or a Larger Fon t to draw attention to your offer and make sure your phone number is displayed.

Use a First-Class Stamp

A stamped envelope separates your insurance lead generation mailing from other metered junk mail. Using a first-class stamp increases the chances the prospect will open your mailing.

Targeted List

The mailing list you use will determine the success of your campaign. It's perhaps even more important than what you mail. Before you buy any mailing list, make sure to find out:

  • How was the list was compiled?
  • Is the list data qualified and sources used to qualify it?
  • How often is the list updated?

Repeat Mailings, Variety, and Testing

You'll get the best results when you mail a list more than once. Mix up your images and messages. Rotate different mail pieces.to respond to a variety of personality types. Test different headlines and offers to find out what delivers the best response.

When you want to know how to generate insurance leads, use these proven mail approaches. Direct mail is a power-packed advertising method that when done right will deliver results.

ePublishing Best Practices for Article Performance and Insurance SEO

Although video offers some great opportunities for insurance agency marketing, ePublsihing should not be overlooked. It's a natural extension of blogging (hopefully your agency has a quality blog), and offers several valuable byproducts including insurance agency lead generation, increased insurance website traffic and improved insurance SEO performance. Quality article directories will provide high quality, relevant…

Although video offers some great opportunities for insurance agency marketing, ePublsihing should not be overlooked. It's a natural extension of blogging (hopefully your agency has a quality blog), and offers several valuable byproducts including insurance agency lead generation, increased insurance website traffic and improved insurance SEO performance. Quality article directories will provide high quality, relevant backlinks, and can direct targeted traffic to your insurance agency website. Follow these best practices to increase your insurance agency marketing reach with ePublishing.

Topic – Your topic should be timely, relevant, educational. Focus on keywords of interest to your audience, then optimize your long tail keywords for the search engines.

Title – Make your title concise, content specific and germane to your targeted readers. It's beneficial if your title is both pithy and a keyword rich.

Long Tail Keywords – Though your goal is to extend your reach, and long tail keywords is an important aspect of that strategy, your article must nonetheless look and sound like a professional composition. Your keywords must fit within a natural writing style, and should never sound repetitive or redundant due to excessive keyword utilization.

Anchor Text and Web Links – Anchor text, the visible, clickable text in a hyperlink, direct readers to additional, external content. For example, if your article was about insurance agency leads, your anchor text might direct someone to a site about insurance lead generation, insurance agency marketing, or insurance agency prospecting. Never use anchor text or links to guide (or misguide) a reader to a non-relevant site.

Value Proposal & Messaging – Demonstrate your subject matter expertise for both your company and yourself. Provide original content, guidance, suggestions and insights. Why will your readers benefit from this content? Make it about them, while then optimizing your content strategy for your targeted keywords.

Your agency profile and target markets should determine your content. For example, if you target commercial insurance, your topics should be or interest to your business clients and prospects. Your content does not have to be about insurance, but should be of interest to business owners and executives. If you're targeting the insurance contractor market, articles on OSHA, the impact of PPACA on contractors, or construction news could be of interest to your prospective clients. Or depending you will write about fuel saving tips or new GPS tracking systems to estimate fuel consumption if you are a trucking agency. If you sell restaurant insurance, you might write a case study on how a business interruption policy saved a restaurateur from financial ruin. Make your content original, and relevant to your audience, and use a quality article directory site to extend the reach of your content.