Among the many insurance marketing strategies out there, blogging continues to be a popular and useful tool across the years. We consider blogging an effective method and have the facts to back it up: websites with blogs have over 400% more pages indexed in Google than those without a blog, and more than 60% of consumers made a purchase based on a blog post.
See why we ranked blogging among our top insurance marketing strategies to gain website traffic
stats, blogging also provides benefits like:
- Frequent new content, bumping you up in
- A platform to show off your brand and values
- More ways to directly connect with your
community and build relationships
- Additional sales content ready-made to
deliver to prospects
- Relatively low upfront and on-going costs, offering a potentially large ROI
So, how do
you get started?
1. Start small and grow
As with any new process or strategy, start small
with your blogging and scale as you go. Begin with one or two posts a month and
slowly build as you get your footing. It takes time to establish your blog
presence, but the wait is worth it. Focus on the quality of your content
rather than the quantity to start.
2. Designate a point person/people
Ideas may flow freely, but action can be sparse.
Ensure you have a team or a team member heading up the blogging process.
Ideally, you should have a few individuals devoting time to your blog to
diversify ideas and spread-out responsibility. Still, there should be one point
person dedicated to moving things forward.
3. Generate ideas
The first place to look for ideas is other blogs in
the industry. Check out their topics and determine if any would resonate with
your audience. Check-in with your larger agency team, too. Discover the common
questions team members get from customers and ask what topics they think are relevant.
No idea is a bad idea at the start – this is the time to throw everything at
the wall and see what sticks.
4. Determine your keywords
To make your blog an effective marketing tool, you
want to use relevant search words reasonably often in your posts. Your locality
name plus “insurance,” or “insurance agency,” and other variations are an
excellent place to start for most independent agencies. Another great
combination is adding in your specialty for something, like “small business
insurance Houston.” These key phrases have a lower competition since they focus
on your local city or county, but they have a relatively high search volume.
Once you have a few phrases, you can discover more
using tools like Google’s keyword planner to
identify similar search phrases and rank your current terms by competition and
What’s your agency’s specialty? Discover how to determine and leverage your agency niche here
5. Make navigation easy
Before you start churning out posts, determine how
you will categorize them. Take a look at your topic ideas and determine how you
should group them (i.e., Auto insurance, Life insurance, Tips and Tricks,
etc.). Organizing posts makes it easier for someone to continue diving into
topics of interest, keeping them on your site longer, and increasing their
6. Spread the word
A blog without readers is like a tree falling in
the woods – does it make an impact? The answer is no. Once you have a few posts
up, begin sharing the news of your blog on your social media and via your
regular newsletters. Add a “share” button on each post so readers can let
others know about posts they enjoyed.
7. Make your website attractive to get your blog seen
No matter how great your blog content, if the site
it’s hosted on is out-of-date or difficult to navigate, it won’t succeed. Ensure
your agency has a professional, secure, and attractive landing place before implementing
your blog strategy.
Partner Platform users can get a sleek, engaging
custom website to promote their agency brand thanks to our Partner
Connect agency website offerings. Find out more about how you can upgrade your agency’s website
experience: contact us at email@example.com
or 800.747.7005, Option 6.
This past year, one of our team’s major focuses was
insurance agency marketing and how we can get the best tools to our Partner
Platform agencies, helping them build and grow their agency brand. From our
integrated Marketing Automation Manager to our Partner
Connect custom website, app, and Client Portal offerings, we spent hours gaining
feedback and perfecting our sales and marketing offerings.
Beyond these tools, we also provided a wealth of information on how agencies can build their brand and grow their business on our blog. As we start a new year, we hope you’ll benefit from some of the tips and tricks we’ve captured.
Our Top Insurance Agency Marketing Blogs
Looking for more quality content? Check out our entire blog
Ever feel like the once critical phone call is now
irrelevant? You’re not alone. The rise of data-driven prospecting and digital
outreach sparked this rumor that phone prospecting is dead.
Yet, successful development teams still leverage the phone with insurance prospecting software for great results – in fact our Partner Platform agencies are emphasizing that a phone conversation is more important than ever. But how are they getting to that conversation?
The Facts Don’t Lie
Insurance prospecting software evolved, and savvy
agencies took these new tech advances and leveraged them to improve
time-honored outreach methods. Studies show there is no reason to put the phone
call to rest:
- 69% of buyers accepted one or more cold
calls in 2019
- More than 80% of buyers said they set
sales appointments as a result of multiple contacts that started with a cold
- Almost half of buyers say cold calls are
their preferred first contact
- 57% of C-suite executives report they
value information gained from phone calls with reps
These stats show phone outreach is alive and well.
It’s all about how you leverage it.
1. Start with a data
Data, gained through your insurance CRM, is your
starting point. Even though initial phone outreach is known as “cold calling,” these
calls shouldn’t be cold at all. The information gained from your marketing
automation campaigns and CRM should provide essential background
knowledge you can leverage to build a relationship right away.
2. Use more than one outreach method
While the prospecting call is very much alive for some, it
may not work for all. Your outreach efforts should be part of a multi-pronged
strategy. Content sharing, email, and social media are all elements of what
makes up effective, professionally persistent, data-driven outreach.
Are you a digital-savvy agency? Discover why digital matters and how to leverage digital tools for your agency
3. Get to know prospects
Whether via phone, email, text, or another method,
each of your conversations should contain an element of discovery. Focus on
understanding the person you’re talking to: what do they need most? What are
their barriers to purchase? Do they have any non-negotiables? The more you
know, the better you can tailor policy proposals to meet their needs, making
them more likely to choose your agency for coverage.
4. Make it easy to focus
Stay focused on the call and the prospect’s needs
at all times. Eliminate distractions: close your door, sign out of email and
social networking, and consider wearing headphones to block out other noise.
Show your commitment to the conversation by saying
the prospect’s name often, smiling, and leaving room for them to
talk. Over 60% of individuals surveyed said someone who listens to their needs
is more likely to win their business.
Get more tips on the systems and steps you need to gain insurance leads on our blog
5. Provide useful follow-up
Keep the prospect engaged with a follow-up re-cap of
what you talked about, confirmation on your next communication (whether a call,
something you’ll email, or a meeting), and add in something they can use. That
“something useful” could be a link to client feedback, contact info for a referrer,
special offer, or any other content that provides more information. This
follow-up gives them a reference as they think it over, and it shows you care
more about meeting their needs than signing them as a customer.
6. Train your agents
Too often in sales, it’s thought you either have
“it,” or you don’t. Though there is some element of natural ability and
interest, successful agents grow from coaching and training.
Know your agents’ strengths and weaknesses and leverage
training to fill in gaps. Perhaps you need to bring in new agents to add to the
team or look to others in your agency who could grow into the position. To help
grow your group, establish mentorship and coaching, allowing team members to bolster
confidence and learn the ropes. And have a constant feedback loop for all team
members, ensuring each has someone to consult to assess growth and celebrate
Learn how to train and motivate your agency sales team in this helpful post
7. Keep moving from better to best
As with all successful agency processes, you need
to review and improve your prospecting strategy continuously. Try different
outreach cadences, test various scripts, and add to training as is necessary to
help your team stay fresh and focused.
And keep your team equipped with the right
insurance prospecting software. Essential tools include your insurance CRM and
marketing automation systems as well as quality
communication tools like an up-to-date insurance agency website, integrated
email and texting, and a custom client portal. The easier it is for you to
connect with prospects, the better.
Discover more about essential
prospecting tools and how your agency can get them all in one place: view a demo
of our all-in-one Partner Platform agency management system today.
If you think gaining insurance referrals is more effort than it’s worth, you’re underestimating both the ease of gaining referrals and the impact of the payoff. Nielson found 84% of consumers trust recommendations or referrals over all other forms of marketing, and people referred by a friend are 4x more likely to make a purchase. Deloitte found those referred customers have a 37% higher retention rate than other customers.
Digital insurance matters. According to McKinsey & Company, agencies that “digitally transform stand to gain satisfied customers, lower operating costs, and achieve higher growth.” Going digital doesn’t mean moving all your operations to A.I. and forgoing a physical location; it simply means moving towards meeting customer needs, improving processes, and protecting your business.
What are the first steps to harnessing the digital insurance landscape? Below are the tools and training your agency needs to get started.
Learn more about customer demand for digital agencies on our blog
Your Top Digital Agency Tools
agency website. J.D. Power found 74% of insurance shoppers used agency
websites or aggregators to research and obtain quotes before purchasing
insurance. You need to have a website that’s easy to find and navigate to stay
in the game.
media. You don’t have to post daily
on all possible platforms, but you do need a presence. Social media gives you a
way to connect with customers and prospects to hear what they need and give
feedback on their concerns. And it boosts your visibility.
self-service options. This includes
a Client Portal and mobile access. Self-service options increase customer
satisfaction and reduce time and energy spent on assisting customers who can
help themselves. Agency Nation found one agency that added a client portal, “…increased
client retention to 93% and saved $70,000 in COI labor, printing and postage
expenses per year.”
and marketing automation. Both
tools are designed to streamline your agency’s operations and improve your
ability to identify and convert leads and understand your customer’s needs.
options. Digital lines download and
digital document signing, sending, and storage not only get business done
faster (downloads alone can save up to 60 minutes per employee per day), it can
save hundreds annually in printing and postage as well.
Get more details on how to leverage digital tools to improve agency lead generation and conversion
Top Team Training for Digital Agencies
- Agency management system training. Your
management system is your agency’s central processing tool and you and all your
staff need to know how to use it in the most efficient, digitally-compatible
way. Modern systems offer client portal, CRM, and marketing automation
integration. You need to understand how each capability can best serve your
customers and your agency.
- Website training. Your agency website
is not a “one and done” situation – it should be dynamic. You need someone
in-house who understands how to update information on your site to stay
accurate and relevant.
- Social media training. This one may
come as a surprise. Although social media is relatively easy to implement and
understand, you should talk with your team about how their personal social
media use reflects on your agency. Especially for independent,
community-focused local agencies, when your team says something outside the
office they could be construed as speaking for your agency. Be clear on what is
- Cybersecurity training. With all the
benefits of digital tools comes the threat of cyber-attacks. In
an interview with Insurance Business Magazine, Ron Berg, executive director of Agents Council for Technology
(ACT), part of the Independent Insurance Agents and Brokers of America (IIABA),
said insurance is the fourth most attacked economic sector. Educate your
staff on what risks exist, how to spot and avoid attacks, and what to do should
your agency experience a cyber-attack.
Get our full guide to Cybersecurity for the Digital Insurance Agency here
Get the Right Tools and Training in One Place
We work with our agency clients and industry
experts, like our partners at Agents Council for Technology (ACT) and IVANS,
every day to identify the most powerful digital insurance tools. Thanks to
these collaborative efforts, we’re confident our Partner
Platform agency management system suite offers the best and most effective
capabilities to help agencies better serve their customers and grow their
And we don’t stop at the “what” of digital tools
but go the extra mile with the “how.” With targeted agency trainings and
always-accessible online videos and guides, our Partner Platform agencies stay
informed and equipped. We also offer regular webinar trainings, focusing on
topics like cybersecurity and customer self-service tools.
Get to know more about the Partner Platform system,
including our service and training, at sispartnerplatform.com.
How old is your agency website? Do you have a
website at all?
If your answers are anything besides “Not very” and “Yes!” then it’s time for you to get working on updating or creating an insurance agency website. And one that works. Close to 40% of individuals surveyed said they would stop engaging with a site they found unattractive. Studies show it takes less than half a second for users to form an opinion about a website, so you have little time to make the critical impression that will get people to stay.