Archives for Marketing

What Can A Kilt Maker Teach Insurance Agents about Social Media Engagement?

This Kilt Maker’s social media engagement has everything to do with insurance prospecting.

Social media engagement was an afterthought for Kristi Karren, of Kristi Karren Highland Sewing, when she posted a short informational video to her Facebook page. But that one little video generated tremendous social media engagement for her business.

“People ask me all the time if a kilt can be altered to fit a growing body,” said Kristi. “So I decided to show ‘Dance Moms’ how to tell if a kilt can or cannot be altered.”

Kilt Maker achieves huge social media engagement with her how-to video.

This Kilt Maker’s mobile-friendly video went around in the world in just hours.

Within hours of posting her video, Kristi noticed her video engagement going through the roof. First she hit 500 views, then 1,000 views, and then surpassed 3,000 views in the first 48 hours. People around the world liked her video, commented, and tagged their friends (which essentially notifies friends to “watch this video now!”). Viewers shared Kristi’s  video 30 times. Prospective clients in Canada, Great Britain, Australia, New Zealand and South Africa contacted her about new work.

“I didn’t expect that so many people would find this helpful,” said Kristi.

The Rules of Video Engagement

But why did this video catch fire so quickly? How did she create video engagement so strong that new customers came to her? By applying some of the most important rules of video engagement:

  • Authenticity — Kristi appears as herself. There are no hair-and-makeup professionals hiding off camera. She’s genuine and real (as is her kilt model) and you can tell that she is a highly-knowledgeable kilt maker, and a very nice person. She creates instant trust. And who do we like doing business with? People we know, trust and like.
  • Spontaneity — Kristi isn’t reading from a teleprompter, she’s speaking from her own know-how. She’s standing in a backyard, not a film studio. She filmed the video in one take on an iPhone. She’s sharing knowledge that her customers commonly want to know, and doing so with grace and an authentic easiness (see “Authenticity” above).

Download this guide to social media engagement

Why Social Media Engagement Matters to an Insurance Agent

Your ability to attract new prospects depends now on how well you can engage people via social media. You can’t cold call anymore. Customers aren’t looking you up in the phone book. SEO is good, but you (passively) have to wait for people to search for you — and good luck beating out “Flo” or the green lizard. They own the best spots on the first-page of Google search results.

Instead, you need to be all about the new currency: social media engagement. And as Kristi shows us, video engagement is the most valuable of all.

Download our free guide for insurance agents, “Rules of Video Engagement,” and learn the four most important rules to creating video engagement that creates prospects for your insurance agency.

Download this guide to social media engagement

 

 

 

 

 

 

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Insurance Leads: 3 Common Mistakes Agents Make

Everybody wants new insurance leads, but not everyone knows how to generate them.

The three most common mistakes we see when agents are trying to generate their own insurance leads:

  1. Poor targeting
  2. Weak response offer
  3. Insurance leads

    A hook without a worm?

    No automated follow-up

Let’s look at each of these.

  1. Poor targeting — The first step to generating insurance leads is the proper use of a customer persona. What is a customer persona? “A semi-fictional amalgamation of the various characteristics, needs, wants, worries and aspirations of a target group.” Too many agents decide what kind of leads they want (auto leads) without identifying who is behind those leads. Customer personas matter because they are the road map for marketing to a particular target audience (they work best when they are given a name, and a face, and maybe even a backstory). When you truly understand who you are marketing to, you know what they are thinking about, where they are online, and what types of content topics and offers they will respond to.
  2. Weak response offer — A response offer is a do-this, get-that exchange that provides incentive to a prospect to do what you want, such as request a quote from you. Let’s be clear: A “free quote” is not a response offer. A good response offer serves as a reward to the prospect for providing you with their information and permission to contact them. For example, “Contact me for a free auto quote, and I’ll give you a $5 gas card.” See how that works? Do this, get that.
  3. No automated follow-up — Agents need to have a follow-up system in place, preferably an automated follow-up system to keep in touch with a prospect. An automated follow-up system that educates, informs and maybe even entertains, while keeping your name and value proposition in front of them will go a long way to extending the shelf life of your leads and lowering your cost-per-sale.

Learn more about how to generate your own insurance leads by attending our free webinar, “The 5 Steps to Generating Your Own Exclusive Leads Online,”

Check our schedule here for upcoming presentations.

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Insurance Leads via Look-alikes

Insurance leads come easier via Look-alikes and customer personas.

The first of the five steps to generating your own exclusive insurance leads online is creating a solid customer persona. What is a customer persona? “A semi-fictional amalgamation of the various characteristics, needs, wants, worries and aspirations of a target group.”

 Customer personas matter because they are the road map for marketing to a particular target audience (they work best when they are given a name, and a face, and maybe even a backstory). When you truly understand who you are marketing to, you know what they are thinking about, where they are online, and what types of content topics and offers they will respond to. Insurance leads via Look-alikes

Agents in our My Leads training program are learning how to generate their own exclusive insurance leads online, and the first lesson module (and homework assignment) is putting together a customer persona for the first specific audience they want to target. For many agents, this is a new way to think about insurance lead generation. Agents are used to saying, “I want multi-car homeowners with good credit,” but then find that to be such a broad description that they have difficulty knowing how and where to begin.

This is where creating a good customer persona really helps. Creating a mish-mash of the common characteristics (job, income, home value), interests, worries and aspirations could lead you to “Mr. Safe” a 50-year old, married, white collar manager with a home in the suburbs, two sedans in the garage, a love for college football, and a daughter away at college. That simple customer persona provides much more direction than, “multi-car homeowner with good credit.”

Occasionally, agents in our training program don’t know where they want to start. They don’t know which persona they want to target first. In that case, we suggest to them that they build “Look-alikes.”

To build “Look-alikes,” agents review their current book of business and identify one or more of the following:

  • Best type of client
  • Favorite clients
  • Most profitable clients
  • Easiest clients

Among these categories, agents then look for common characteristics among those favorite or best or most profitable, etc. Then, creating the customer persona is as easy as back-filling a worksheet with the information that is already known about these ideal clients. And there you are – you’ve created a strong customer persona that becomes the road map to lead generation success.

Using Look-alikes can be a powerful way to select your next targets in your insurance lead generation program.

To learn more about “The 5 Steps to Generating Your Own Exclusive Leads Online,” you are invited to attend an upcoming webinar. The class is free and the information is powerful. Come see what we can add to what you already know.

 

 

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Investment Advisors Not Using Marketing Personas are Shooting Blindly

As an Investment Advisor searching (hoping?) for new clients, you need to know who your audience is (beyond the simple classification of liquid assets).  You need to understand your customer “Personas.”

What is a Persona? According to my friends at HubSpot, “Personas are fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns among your real and potential customers. They help you understand your customers better. “

Knowing who your audience is allows you to tailor your message and your unique value proposition to that Persona. Let me demonstrate:

A current client of ours has had strong success over the years in providing investment advice and wealth management services to a particular Persona: “Dr. Mark,” a young doctor between 35-45 years of age, who is earning at least $200,000 per year.

The “Dr. Mark” Persona is so wonderfully specific because our client discovered early on what these doctors are thinking and worrying about and he found a compelling way to communicate his expertise to them.  He knows that young doctors are worrying about:

  • Will Obamacare reimbursement negatively affect my income?
  • Am I losing out on investment opportunities?
  • How can I gain the financial freedom I need to stop being on call?

He has prepared investment presentations that specifically address the financial concerns of young doctors. Consider the appeal of a presentation or eBooks or other materials with a titles such as this:“What I Wish They’d Told Me about Money When I got out of Medical School” or “Three Mistakes Young Doctors Make with Their Money.”

Here’s the key to his success: By knowing who is audience is, and what they think about,  he has positioned himself very well as the preferred provider of investment advisory and wealth management services to young medical professionals.

When you define your Marketing Personas, you know who is thinking about what and you can offer up solutions that have strong appeal.

Compare that to an Investment Advisor who simply seeks “high income individuals with $X in liquid assets.”

Need help defining your marketing Personas? Click here to learn more.

 

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3 Benefits of Generating Your Own Leads

When you generate your own leads you take control of your own destiny.

Businesses often feel that they have no choice but to buy leads from Internet lead providers (and then race against several others to be the first person to contact the lead). But there is an alternative: Generating your own leads.

There are 3 specific benefits to generating your own business leads:

1. Control: By generating your own leads, you can reduce or eliminate your reliance on purchasing leads from someone else, which allows you to take control of your own destiny.

2. Quality: By customizing your lead generation activities to attract exactly the kinds of prospects you want, the leads you generate will be of higher quality. And higher quality leads convert better!

3. Exclusivity: When you generate your own leads, they are exclusively your leads – not shared leads! No more racing to be the first to call a prospect before four or five others do. And of course, exclusive leads convert better!

We have authored a guided, multi-step program to help  you generate your own (exclusive) leads. Click here for additional information.

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