Making Your Agency Website Your Own with Partner Connect

Making Your Agency Website Your Own with Partner Connect

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.

Finding Your Niche for Insurance Agency Marketing

Finding Your Niche for Insurance Agency Marketing

It’s challenging to make a business stand out in any market. When it comes to insurance agency marketing, this can be particularly challenging due to the industry’s nature. How can you differentiate your agency when all agencies provide such similar services? While quality customer care, price, and ease of service are helpful, they can only so far.

How can you make your agency stand out? Consider finding your niche.

Why Finding Your Agency Niche Matters

A recent McKinsey & Co survey found agencies should focus on “well-articulated value propositions targeted at a small number of customer segments…that require more specific advice, tailored products and a greater degree of service.” Another survey showed close to 50% of “middle-market insurance agencies” specialized in products or industries, and that number is expected to rise to two-thirds by 2022.

Why have so many agencies turned to specialization? To make themselves stand out in a saturated market. When you’re known as “the agency that does ‘X'” you have something that makes you known. Specialization helps agency branding and Google ranking, too.

Targeting a niche market also improves service. With a niche market, you can focus more time on one area, learning the ins and outs of that product or industry. Greater expertise allows you to be nimbler so you can see what’s coming and adjust your coverage and services faster than others. And, it’ll speed up your workflow as you get to know client needs, processing coverage and claims quicker.

Get to know more insurance marketing strategies to gain website traffic here

How to Identify and Leverage Your Niche

For specialization to be effective, you need to be methodical in identifying and leveraging your niche. The steps are relatively straightforward:

  1. Identify your agency niche. Look at your book of business and determine specializations. Target a service or product in which you have a relatively high amount of business and one in which you see growth potential. Niche areas include:
    • Emergency vehicles fleets
    • Online commerce businesses
    • School districts
    • Family farms
    • Active military members
  1. Learn how to serve your niche. Analyze data from your CRM, marketing automation, or other data tools to identify marketing tools and methods that resonate with your niche market. You may also consider hiring an outside agency to conduct market research.
  1. Adapt your website. This is where your Google ranking comes into play. Add keywords associated with your niche to your website URL, include it in the homepage name, and create pages and posts devoted to your niche. The more related keywords you have on your site, the higher you’ll climb in Google.
  1. Market your niche. The final step is getting the word out about your specialty—leverage marketing automation to post on social media and create email campaigns around your niche. Get in touch with clients and ask them for referrals in your niche area and testimonies about your service. The more you can spread the word, the better.

See how to leverage marketing automation and your CRM to gain more business

Get the Tools You Need with Partner Platform

Whether it’s an integrated CRM, marketing automation, or website upgrade, the Partner Platform team has the tools you need to identify and leverage your niche for maximum market impact. With custom dashboards and reporting and targeted training and customer support, the Partner Platform team and system can help you understand your agency niche and help you better serve your customers.

Find out more about how our team can help your agency succeed. Get in touch at or 800.747.7005, Option 6.

Insurance Systems and Steps to Gain Leads

Insurance Systems and Steps to Gain Leads

If you’re like most independent insurance agencies, you’ve got service down. Referrals are coming in thanks to your stellar performance, but it’s still not enough to keep your pipeline flowing. You need to invest in the right insurance systems and strategies to gain the leads you need to grow. We’ve got you covered.

5 Steps to Gain Insurance Leads

Let’s start with the steps to take. Surprisingly, it’s not as complicated as you’d think to put a lead generation and conversion plan into place.

  1. Get Data. Find out what your current customers are responding to, get to know what’s bringing in prospects, and have a place to store all of it. You can also leverage market research, conducting your own, or hiring an outside provider to get a pulse on what’s happening in your market.
  2. Analyze Data. Use that data you’ve gathered to find out what’s working and what’s not. And, identify different prospect segments: look for groupings like lost opportunities, client proximity, or similar policy needs. Studies show marketers have seen up to a 760% increase in email revenue thanks to segmentation.
  3. Create a plan. Now that you know what’s working and the groupings you need to target, define how you’ll do it. Establish targeted outreach campaigns for each segment, including a defined outreach script, cadence, and marketing content.

Get to know more about outreach content and cadence from our parent company, NuGrowth Solutions

  1. Ready your team. A plan is only as good as those who execute it. Help your team understand the how and why of your outreach strategy and assign producers to enact specific prospect segment strategies. Consider bringing in an experienced development team to train and coach your team as you start up: this defined, strategic methodology may be a new and uncomfortable approach at first.
  2. Assess results and repeat. Keep track of how each element of your strategies are performing. Use quantitative data from stats like click-through or meeting set rates, but don’t make it your only source. Leverage your producers to get qualitative feedback on conversations and what prospects are saying. Keep tracking, recording, and analyzing your results, making adjustments along the way to continually improve performance.

Need outside sales help? Check out this post from our parent company

The Top 3 Insurance Systems You Need to Gain Leads

So, you need to track, store, and analyze data – but where? With what? How? There are three systems you need to gain the necessary data and sales insights.

  1. Marketing Automation. Designed to streamline and automate marketing tasks, marketing automation helps you create and implement targeted outreach campaigns and track results.
  2. Customer Relationship Management system (CRM). CRMs bring together the quantitative and qualitative data you need in a one-stop-shop for your prospect information. Leverage a CRM to implement targeted outreach strategy and record detailed data on outcomes. And, a CRM keeps you on track with maintaining outreach through reminders and updates.
  3.  Integrated communication tools. Specifically, integrated texting and email tools. With integrated communication tools, you’re guaranteed to capture every conversation in your CRM for easy reference and data analysis.

Get the Sales Tools You Need from Partner Platform

We’ve brought all the sales tools your agency needs to one system with Partner Platform. Our Partner XL sales and marketing system brings our Marketing Automation Manager and Producer Results Manager CRM together in one system, so you don’t need to import and export management system data for sales. And, our integrated email and texting sync all your communications in one place.

Beyond these tools, Partner Platform comes equipped with top-of-the-line reporting and analytics, customized for the insurance agency, and targeted system training to help get you up and running.

Discover how the Partner Platform system and the team can work for you. Get in touch at or 800.747.7005, Option 6, to find out more.

Gain Outreach Power: Marketing Automation and Your Insurance CRM

Gain Outreach Power: Marketing Automation and Your Insurance CRM

As customer expectations adapt in all industries, insurance is no exception. Customers seek a more personalized experience, based on rapid digitization. Companies are gathering information on client preferences and adjusting quickly to meet their needs. Yet, many independent agencies find it difficult to capture and analyze the wealth of data needed to meet these expectations.

Marketing automation + an insurance CRM are building blocks to capture this meaningful information and turn it into relevant action and communication. Each has its own benefits, but agencies need both to make a real impact. Studies show businesses that combine these tools increase lead qualification by more than 450% and sales productivity by close to 15%.

The combo of marketing automation and an insurance CRM allows agencies to see data at a granular level, revealing customer insights and new market opportunities. Each works on a different end of the sales funnel to help agencies bring in more customers, improve service, and expand business.

See Partner Platform’s sales and marketing offerings here

Marketing Automation: Get to Know Your Customers

Marketing automation software is designed to streamline and automate marketing tasks. Leverage marketing automation to get to know customer habits and launch targeted outreach campaigns. Schedule and track each campaign and use the data acquired to identify new markets and dial in on winning marketing techniques.

Some of marketing automation’s main benefits include:

  • Segmented marketing lists by interactions, interests, preferences, etc.
  • Automated content distribution based on list segmentation
  • Scheduled drip campaigns based on actions such as website visits or email response
  • Targeted campaign analytics

Partner Platform’s marketing automation tool integrates with the Partner Platform agency management system to provide:

  • One system for lists, content, and distribution to clients
  • Integrated email, texting, and letter campaigns
  • A library of professionally written marketing content
  • High-impact templates that can be customized for any agency

Marketing automation allows agencies to program high-impact client communication tasks so they can do more in less time. Though the beauty of automation is powerful, it’s missing one critical element: the human touch.

Get the details on the Partner Platform Marketing Automation Manager here

CRMs: Connect with Your Clients and Prospects

CRMs (Customer Relationship Management systems) bring that human touch. The human connection brings the personalization prospects need to become customers, and customers need to become long-term clients. While marketing automation provides context on where a lead came from and what they’re interested in, a CRM helps producers implement a targeted outreach strategy to bring the lead home.

Critical CRM uses include using it to:

  • See the complete prospect journey, including the last contact
  • Understand a particular individual’s or segment’s interest and concerns
  • Receive daily reminders to stay in touch and follow-up at a determined pace
  • Send alerts to remind of scheduled calls, meetings, renewal dates, or other important events in the prospect or customer’s life

The Partner Platform Producer Results Manager (PRM) is a CRM purpose-built for independent insurance agencies. It brings all the benefits of a CRM, along with agency-specific elements like:

  • User-friendly design and navigation
  • One-click scheduler for follow up tasks
  • Ability to create and send multiple policy applications to carriers using pre-populated ACORD forms
  • Complete integration into Partner Platform, eliminating the need for third-party software and spreadsheets to track sales activities

Discover more about our Producer Results Manager CRM here

Get the Sales and Service Solutions You need with Partner Platform

Partner Platform brings the power of the CRM and marketing automation combo, along with a connected Client Portal, Agency-Branded Mobile App, and website, providing all the data agencies need to customize interactions for their prospects and customers.

And, we continue to add tools to grease the wheels of the CRM-marketing automation machine to meet the growing demands of our Partner Platform agency family. See for yourself – view a demo or contact us at