Insurance agencies have a communication problem. The problem isn’t that agents aren’t doing a good job communicating what they want in an effective matter; it’s that they aren’t communicating at all! That infamous study from Deloitte that showed 60% of insurance customers don’t feel like they get any communication or value from their agent after […]
You don’t need to do it all yourself. Marketing is a team sport. Your own team – the agency staff – must be engaged. To help the agency ‘listen’ and record questions that your marketplace has. And, to help distribute content using ‘the Lagniappe Method.’ But, your team – and your expanded team – can […]
Why do people purchase insurance? A crystal clear understanding of this can quickly take your agency to the next level, especially as new digital competitors lust after your customers. But if you don’t understand why people buy — or your team doesn’t — you’re losing sales and attracting unloyal clients. If you really understood the […]
Most people confuse ‘advertising’ with ‘marketing.’ Sure, sometimes you can use them interchangeably. But, advertising is generally a sub-set of marketing. The purpose of an ad is usually to get attention. It’s to generate leads. The purpose of marketing is to guide the entire ‘customer journey’ from beginning to end. It’s not just about ‘getting […]
What is a landing page? Considering all of the moving pieces that go into a marketing system, it may seem a tad obsessive to focus on optimizing your landing pages. But when it comes to the success or failure of your marketing campaigns, your landing page plays a crucial role and presents some of the […]
Let’s imagine that your competitor can offer the same policy and protection you can. The exact same. Who wins the customer? This is a critical problem in insurance today. After all, a LOT of policies are so similar, the average customer just can’t tell the difference. Certainly, not the average customer. And, the mouthpieces at […]
The less your content marketing is about you, the more you’ll get from it People pursue marketing for obvious reasons. They want more. More leads. More sales. More policies per customer. More referrals. More retention. But, your market wants none of that. They don’t show up at the marketing party to hear about what you […]
What are the forces affecting agencies today? And what should agents do about it? Let’s have the courage to analyze it, examine it, poke it, prod it – and see how our channel stands up to the closest scrutiny. (Hint: there’s good news at the end!) First, let’s look at what ‘the five forces’ reveal […]
If we could make one point about SEO it would be this: To optimize your site for search engines you need only to optimize it for your ideal client. If you create a website that provides real and specific value that is clearly communicated to those who are searching for what you have to offer, […]
According to a Marketing Week survey, over 78% of participants consider brand engagement an important Return on Investment (ROI) metric, yet almost a third also say that brand engagement isn’t taken seriously by management at a company. This disconnect is likely because of the confusion surrounding what “engagement” really means and the many questions over […]
