Can you market insurance with webinars?
The answer is a resounding “YES.” And it solves many of the problems agencies face today. It makes it easy to sell in MULTIPLES. (You can deliver your message to hundreds or THOUSAND of people at once.) It’s like the old “seminar marketing” on steroids. It gets the market to chase you, instead of the other way around. And it optimizes the use of your time.
But…you MUST know what you’re doing. Here’s a quick check list that I use when I’m delivering a webinar OR designing one for a client. (The screen shot you see to the left is from a webinar directed to contractors.)
First of all: get very clear on WHY you’re delivering a webinar.
Is it to attract new clients? Cross Sell existing clients? Or nurture existing clients to increase retention.
Next, divide your Action Plan into what you need BEFORE, DURING and AFTER the webinar.
BEFORE. You’ll need:
- an email list you have permission to email
- a series of emails that drives people to your registration process
- a squeeze page that captures the email (and possibly the first names) of respondents
- a series of autoresponder emails that support the registration process
DURING. You’ll need:
- the webinar itself (and it MUST follow the techniques that deliver its primary purpose: to hold the attention of the audience while you’re speaking WITHOUT distracting from your message or voice)
- a script that holds the interest of your audience
- ALWAYS deliver value and benefits to your listeners. Your webinar – like all good marketing – is NOT about you. It’s about delivering benefits to your marketplace.
- A very clear and compelling Call to Action
AFTER. You’ll need:
- Scripts for CSR’s or whoever is answering the phone
- Follow up broadcast and/or autoresponder emails to your audience
-Ongoing nurturing for your growing list
- To decide if you’ll rebroadcast the same webinar – and what your overall webinar schedule will be
That’s a short checklist. I don’t want to minimize that – like anything worth doing – this is worth doing right. But the benefits to the agency are HUGE. (I’ve generated over $100,000 in a ONE HOUR webinar.) If you have question, make a comment and I’ll try to get back to you.
Dominate Your Marketplace!
Michael
PS: I’m interview the “reigning king” of webinar marketing. If you’d like to join us – and ask either of us any questions you like, click here: http://www.internetmarketing4agents.com/ or complete the form on this blog.
PPS: The agency that’s delivering the webinar to contractors that I mentioned (long time clients of mine) – they’ve grown by more than 400% in the last few years. I suggest you take this style of marketing VERY seriously.